The campaign introduces new branding across its marketing platforms inclusive of stores, ecommerce, packaging, catalogs, digital advertising, social media, and a first ever national TV campaign. 

The national TV campaign highlights men who wear Allen Edmonds and such as business entrepreneurs, athletes, musicians, artists and adventurers. The men featured in the campaign are in pursuit of their dreams, reinforcing American ideals.

According to Malcolm Robinson, President of Allen Edmonds: "We're positioning Allen Edmonds to be more inclusive.  We're supporting men on their journey with shoes that complement all aspects of their life." Consistent with this positioning, one ad features Cleveland Browns quarterback Baker Mayfield who, despite being drafted #1 and winner of the 2017 Heisman Trophy, now must prove himself all over again as he enters his rookie year in professional football.

In addition to the brand campaign, Allen Edmonds is launching several new, modern shoe styles designed with crafted, comfort performance, and produced in its legendary welted shoe factory in Port Washington (Wisconsin).

In support of the brand's American heritage, Allen Edmonds is also launching Artisans of Freedom, "an inspired community of American craftsmen joined in their dedication in creating well-made product grounded in ingenious design. Together, Allen Edmonds and these artisans have partnered to offer consumers the best of the best Made in America apparel items, bags and accessories. Partner brands include ALAN J, American Woolen, Civilianaire, Cockpit USA, Korchmar, Gitman Bros., Southwick Clothes, Weiss and Wigwam Mills.