In this episode, I'm joined by Michael Minter, VP of Brand at Sorel, who shares a candid, behind-the-scenes look at the brand’s reawakening. Sorel has been everything from a Canadian work boot to a fashion-forward winter staple, and now it’s entering a bold new chapter.

We discuss what it takes to bring a heritage brand into the future, how to balance instinct and insight in a data-driven world, and why most outdoor content lacks real emotional impact. Michael also breaks down the creative strategy behind their upcoming campaign, “For Bold Steps,” and how brands can avoid the trap of mediocrity by having the courage to be polarizing.

About:

This podcast is produced by Port Side, a creative production studio. We help brands that move, create strategy-led, emotionally charged video campaigns

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