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SOREL's Fall/Winter Brand Campaign, Get Your Boots Dirty. Learn More About Leila Janah And Our New Fall Collection At Sorel.com/getyourbootsdirty (Photo: Business Wire)

Stocks in this article: COLM

SOREL, a premium boot brand founded in 1962, announces its Fall/Winter 2012 brand campaign titled, “ Get Your Boots Dirty™.” The campaign debuts in web-based video and print this month. Get Your Boots Dirty reflects the spirit of a brand that has forged beyond its outdoor heritage by showing how fashion and function beautifully co-exist. The campaign shows fiercely independent, creative and inspiring women from diverse disciplines who are living out their passions. The 2012 campaign launch features Leila Janah, founder and CEO of Samasource. Janah is igniting change via her non-profit that creates jobs for people in countries where there is little opportunity. Janah is the first of many real women who will be featured in SOREL’s Get Your Boots Dirty campaign.

SOREL's Fall/Winter Brand Campaign, Get Your Boots Dirty. Learn more about Leila Janah and our new f ...

SOREL's Fall/Winter Brand Campaign, Get Your Boots Dirty. Learn more about Leila Janah and our new fall collection at sorel.com/getyourbootsdirty (Photo: Business Wire)

To further extend the Get Your Boots Dirty campaign, SOREL introduces a new social media campaign and video series, titled SORELstyle (#SORELstyle). Using Facebook, Pinterest, Polyvore, Twitter, Instagram and YouTube to expand the campaign across multiple platforms, SORELstyle features stylists curating inspired looks with SOREL boots. The series launches with Kemal Harris, from the celebrity styling duo Kemal & Karla, as she shares fresh ideas on how to wear SOREL’s Fall/Winter 2012 collection. SORELstyle will launch in September 2012 and continue year-round, showcasing looks from diverse and independent thinkers within the fashion community.

“Get Your Boots Dirty celebrates women who make the world a more interesting place,” said Kimberly Barta, SOREL’s senior global brand director. “Women tell us they feel a sense of fearlessness and strength when they put on boots. We want to tell the stories of inspirational women, like Leila and Kemal, who are getting their boots dirty by putting their passions to work.”

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