Sorel x Toronto Life - Recap

SOREL X Toronto Life: Strategic Partnerships


Align SOREL with stylish and authoritative tastemakers in the industry during TIFF to tell the brand’s function-first fashion messaging; increase peer-to-peer and consumer brand awareness as well as generate authentic street-style photos for editorial coverage opportunities.

What We Did

  • Partnered with 13 top tier media, stylists, hair & MUA + photographers with an authentic presence during the film festival and powerful personal style to take part in a ‘street style’ shoot. Each was photographed in their select SOREL footwear while out and about on festival street. The images were then shared on their social channels, pushing back to the brands ecomm.

  • Collaborated with photographer, O’shane Howard, to capture the street style photos.

  • Maximized visibility and authority through a media partnership with city editorial publication, Toronto Life who published a digital “TIFF 2022 Street Style” piece around the content.


    • The Toronto Life article and social drivers reached 75K total impressions/page view conversions, with a 420 in article clicks to the SOREL sneakers landing page.  Display ads received a .22% CTR.

    • The tastemaker posts collectively received over 433K social media impressions and obtained 276 interactions (42 saves, 58 shares, 176 shop link URL clicks).

    • Peer-to-peer support and engagement was seen between each tastemaker and editor resharing each other’s content to show support throughout the program rollout.