Stepping Forward: Blundstone’s New Direction for Fall 2025

TUX's campaign for Blundstone makes a bold move this fall to connect with Quebec’s next generation of urban trendsetters.

Despite the brand’s rich heritage and global cult following, awareness in Quebec was lower than desired. That insight sparked a rethink. With a focus on Montreal’s and Québec City’s 18–35-year-olds, the campaign meets today’s culture head-on, positioning Blundstone as a modern style essential: relevant, versatile, and reflective of a city in constant motion, shedding the indie label while honoring the brand’s legacy.

Embracing the dual taglines “Ça marche avec tout” and “One Pair, Every Wear,” the creative pivots away from the nostalgia of the 2010s toward a new kind of ubiquity, one rooted in authenticity, not trends.

Campaign imagery, shot documentary-style across Montreal’s recognizable streets, features real people and bold individual styling, capturing the boots’ effortless ability to adapt to different looks without overshadowing the wearer. Blundstone is present, known, but letting style take the lead.

Amplified by a modern media plan spanning Meta, Pinterest, programmatic display, and a wide-reaching Out-of-Home presence, the campaign also leverages local influencers and editorial partnerships to keep the conversation genuine and grounded.

In this way, Blundstone doesn’t just reach its audience, it walks alongside them, stepping into Montreal’s ever-evolving fashion story with subtle confidence and style.