SOREL: Where Heritage Meets Culture
How NKPR Brought SOREL’s Latest Launches to Life Across Canada and the U.S.
At SOREL, heritage is never static. It evolves with culture, creativity, and the way people actually live. Over the past several months, NKPR worked with long-standing client, iconic footwear brand to bring a series of launches and collaborations to life across Canada and the United States—connecting fashion, art, sport, and street culture through thoughtful PR, influencer marketing, and experiential activations.
From frozen footwear stunts to high-fashion runways, here’s a look at how SOREL showed up in culture—and how NKPR helped shape the moments around it.
Freezing Fashion in Its Tracks: CALLSIGN HORIZON
When SOREL introduced the CALLSIGN HORIZON, they didn’t just launch a sneaker—they made a statement.
Inspired by the brand’s iconic Caribou boot and designed for everyday versatility, the CALLSIGN HORIZON blends rugged DNA with a modern, city-ready silhouette. To reflect that duality, NKPR developed a multi-market launch strategy rooted in culture-first storytelling across Canada and the U.S.
City Takeovers
In Toronto, SOREL tapped into the city’s creative energy with a custom installation at Yorkville Murals, featuring original artwork by Young Jarus. The mural embedded SOREL’s heritage into one of the city’s most recognizable art destinations, creating a natural intersection between fashion, art, and community.
In New York, the brand quite literally stopped people in their tracks. During New York Fashion Week, executing a bold ice block stunt across Manhattan and Brooklyn—freezing the CALLSIGN HORIZON in solid ice and placing it directly into the city’s fashion conversation.
Creators, Athletes & Cultural Moments
To bring the sneaker to life beyond the installations, NKPR led a creator and talent strategy that showcased the CALLSIGN HORIZON in motion—across city streets, art spaces, and everyday life. Influencers and athletes across Canada and the U.S. highlighted how the shoe moves seamlessly between fashion and function.
The launch was further amplified through cultural touchpoints, including a five-day presence at NKPR’s IT House during Toronto International Film Festival and visibility during NYFW through designer showcases and influencer attendance.
The result: a sneaker launch that felt bold, unexpected, and undeniably SOREL.
SOREL x Barbour: A Modern Take on Heritage
Some collaborations just make sense.
The SOREL x Barbour partnership brought together two brands rooted in heritage, craftsmanship, and weather-ready design—reimagined for today’s consumer.
NKPR led a targeted media and influencer strategy across Canada and the U.S., shaping a narrative that felt elevated yet accessible. The limited-edition collection debuted with coverage in top fashion and lifestyle outlets, paired with curated creator content that showcased the collection’s versatility in real-world settings.
Featuring three silhouettes inspired by Barbour’s classic countryside aesthetic and enhanced by SOREL’s performance-driven construction, the collection blended warmth, function, and style—proving that heritage can feel both timeless and current.
This launch wasn’t about nostalgia. It was about evolution.
SOREL x NEIGHBORHOOD: Where Street Meets Performance
On the other end of the cultural spectrum, the SOREL x NEIGHBORHOOD collaboration delivered serious edge.
Merging Tokyo street style with rugged outdoor performance, the collection drew from military references, motorcycle culture, and cold-weather functionality—wrapped in a sleek, modern design language.
NKPR amplified the launch across Canada and the U.S., securing top-tier coverage in fashion and culture media while activating influencers who authentically live at the intersection of style and subculture. The result was a drop that generated real hype and positioned SOREL firmly within the global streetwear conversation.
A Culture-First Approach to Fashion PR
Across each initiative—from large-scale stunts and murals to strategic collaborations—NKPR’s approach remained the same: build moments that feel organic to culture, meaningful to the brand, and relevant to the audience.
For fashion and lifestyle brands, today’s impact isn’t just about visibility. It’s about showing up in the right places, with the right partners, and telling stories that resonate across markets.
At NKPR, we’re proud to help brands like SOREL do exactly that.
