Earth Footwear

It’s no longer enough to have a product rooted in social good, a clean supply chain, and rock solid intentions. Even an eco-friendly footwear brand needs to be carefully built and cultivated from the ground up – to be culturally relevant, create buzz, and motivate and inspire people. That’s exactly what Soldier did, collaborating closely with Earth’s Director of Marketing, Katie Dobbs. For Gen Z and engaged Millennials, we turned a better choice of footwear, into a better way of life.

Overview

From earth-first product story –to– Culturally savvy, iconic brand for generation change.

Opportunity: Elevate Earth from a purely product focused company to a global lifestyle brand through expanding audience reach and impact with a more
culturally relevant brand presence.

Strategic Approach: Position Earth as a beacon of positive power, enhance the quality of the customer experience and increase engagement at all touch points. Expand the core audience from the Earth Loyalist, Mature X’er and Boomer and engage a new growth audience Gen Y and Millennials through embodying wellness interests, caring attitudes, and sustainably-minded opinions.

Solution: Modern. Wellness. Fashion

We showcased the unique Earth Shoes while telling hyper relevant stories that inspire and motivate people towards living happy and healthy lives. Embedding Earth products as contributing to the definition of the consumer’s way of life

BOS tm Deliverables

Business and Creative Strategy

Business Modeling

Market Research

Consumer Identification

Precision Positioning and Brand Strategy

Product Design & Development

Logo Design

Packaging Design

Creative

Collateral

Brand Voice

Copywriting

Photography and Video Direction

Merchandise

Crowd Funding

Connected Commerce

UI/UX

Web Design

Web Development

Retail Strategy and Execution

Social Media Strategy

Funnel Optimization

Collabs

Attract the Market Strategy

“We worked with Soldier and Bobby at a very important stage of building out our brand story. From go to market planning, digital experience, product development to corporate design, imagery and retail environments. Their creativity fueled a fresh and exciting way to express the brand, while staying true to our Core.”

Dani Reiss, CEO Canada Goose

© 2025

Soldier Ventures

Soldier Ventures is a dynamic leadership team with a proven track record of co-founding, investing in, and launching over 12 successful brands in the past decade. With complementary skills and decades of experience, we don’t just build businesses through brand—we bring the capital and strategic guidance needed to accelerate growth, working hand-in-hand with our partners.
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