DANNER BOOTS | PRODUCT COLLABORATION

PROJECT OVERVIEW

Client: Mountain Dew (PepsiCo) – Green Label Exclusives Division
Role: Cultural Partnership Strategist & Collaboration Architect
Timeline: 2012–2013 (Part of 6-year PepsiCo strategic partnership)
Category: Lifestyle Brand Extension, Cultural Authentication Strategy, Multi-Stakeholder Collaboration

The Challenge

Position Mountain Dew’s Green Label Exclusives authentically within action sports culture. Create a three-way collaboration between a beverage brand, a heritage manufacturer, and a respected athlete — delivering cultural credibility in the competitive snowboarding/lifestyle market without falling into hollow co-branding.

The Strategy

1. Cultural Authentication & Partnership Architecture

  • Identified overlap between Mountain Dew’s action sports presence and American manufacturing heritage

  • Built a collaboration framework linking Mountain Dew, Danner, and snowboarder Danny Davis

  • Rooted execution in genuine cultural narratives rather than opportunistic sponsorships

2. Premium Lifestyle Positioning

  • Leveraged Danner’s made-in-USA reputation for elevated market positioning

  • Embedded within the Green Label Exclusives program for lifestyle credibility

  • Developed a model for beverage brand entry into fashion/lifestyle markets

3. Multi-Stakeholder Alignment

  • Orchestrated brand, manufacturer, and athlete objectives into one cohesive story

  • Managed operational workflows between PepsiCo, Danner production, and athlete’s creative direction

4. Integrated Media & Distribution

  • Premium retail placement via Burton flagships and Danner network

  • Content-driven storytelling across Complex.com, Green-Label.com, and social platforms

  • Product launch embedded within Winter Dew Tour for cultural relevance

Key Deliverables

  • Multi-stakeholder collaboration framework

  • Product development and positioning for Danner x Danny Davis Mountain Pass boot

  • Integrated media and content campaign

  • Premium retail distribution strategy

  • Experiential marketing integration plan

Results & Impact

Market Presence

  • Secured premium category placement for Mountain Dew in lifestyle footwear

  • Achieved global distribution through flagship retail partners

Cultural Credibility

  • Embedded authentically into snowboarding culture via Danny Davis partnership

  • Strengthened brand relevance through experiential integration at Winter Dew Tour

Media Performance

  • Earned coverage from cultural leaders including Complex and High Snobiety

  • Created a replicable playbook for future lifestyle collaborations

Key Learnings

  1. Cultural credibility comes from authentic partner alignment, not logo swaps

  2. Heritage manufacturing can be a differentiator in lifestyle market positioning

  3. Experiential activation deepens emotional connection and brand trust

Framework Application: Adaptable for consumer brands entering lifestyle categories where heritage, authenticity, and cultural partnerships are key to long-term relevance.

THE PRODUCT