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

Most beverage brands buy their way into culture. I earned Mountain Dew a place in it.

Mountain Dew wanted credibility in action sports without the hollow co-branding everyone sees through.

I built a three-way collaboration around real overlap, Danner's made-in-USA heritage, snowboarder Danny Davis's credibility, and Mountain Dew's action-sports presence, focused on a single product: the Danner x Danny Davis Mountain Pass boot. It went out through Burton flagships and Danner's network and launched at the Winter Dew Tour.

The result was premium footwear placement for a beverage brand, global distribution through flagship partners, and coverage from Complex and High Snobiety.

Credibility isn't a logo swap. It comes from partners who already have what you're trying to borrow.

THE PRODUCT