The ever-so likeable Hugh Jackman has strapped on a pair of R.M. Williams boots to become the new face of the iconic brand. Over the coming months, Jackman will play a pivotal role in taking the Australian-made Craftsman boots to new global audiences.
The R.M Williams campaign named “Undeniable Character” brings to life the grit, tenacity, determination and pioneering spirit of R.M. himself, and also Jackman, who was recently awarded a Guinness World Record for his lengthy portrayal of the Marvel character Wolverine.
When asked about his latest role, Jackman said, “R.M.’s have been a part of my life across the entire journey, from my early stage days to where I am today. It’s an honour to be a part of the R.M. Williams family and to wear the brand’s iconic craftsman boot.”
Announcing his new role in-front of R.M. Williams’ 300 staff at the brand’s Adelaide workshop, Hugh was introduced as the “Craftsman ambassador” for the legendary boots, handcrafted since 1932. Afterwards, he was shown the ropes in the boot room and had a hand in handcrafting a pair of Craftsman boots.
R.M. Williams’ Chief Marketing Officer, Mat Hayward added, “Undeniable Character goes to the heart of the R.M. Williams brand – the grit, the hard work and the tenacity that went into creating the best boots in the world – the Craftsman range.”
“For us, Hugh is the perfect embodiment of Undeniable Character and what it means as a brand, and we’re thrilled to share that story with the world.”
Expect to see much more of Hugh in the iconic R.M. Williams boots over the coming months.