"In America, Red Wing Shoes are known as work shoes. Comfortable, durable, incredibly well-fitting, but not particularly stylish. Hang around the streets of London or Berlin and you'll find a very different perception," writer Dave Keepper explained. "Red Wing Shoes are worn on runways, in dance clubs and on the feet of the impossibly hip culture vultures. We were asked to create one ad that would run a few times to interest the larger European department and fashion stores in carrying the brand. But who wants to do just one ad—especially when the media schedule includes GQ and Maxim? So one ad became three and three insertions became eight or nine and a nice, growing niche became a projection-busting sales success. In 2003, sales in Europe doubled as did the number of retailers carrying the brand."