Wolverine Taps Jordan Davis for Heritage Collection Work Boots

Wolverine Boots has partnered with country artist Jordan Davis to launch product collections and initiatives celebrating skilled trades, blending music, heritage craftsmanship, and workforce advocacy. Announced in March 2025, the collaboration leverages Davis’ personal connection to trades labor and Wolverine’s 142-year legacy to engage younger audiences while addressing industry labor shortages.

Jordan Davis, whose father and grandfather worked in Wolverine boots, emphasizes the partnership’s focus on honoring blue-collar values. “This isn’t just about boots—it’s about the people who build our communities,” Davis stated, highlighting how the collaboration reflects his family’s work ethic. Wolverine’s Senior Marketing Director Lauren King reinforced this alignment, noting the brand aims to “bridge generations through shared stories of perseverance."

The partnership features two key releases:

1. Jordan Davis Picks Collection: Curated by Davis, this available line includes rugged boots like the Wolverine 1000 Mile, durable flannel shirts, and accessories designed for worksites. Products are sold on Wolverine’s website and select retailers.
2. Fall 2025 Custom Collection: Co-designed by Davis, this upcoming line targets casual wear with modernized silhouettes while retaining Wolverine’s industrial-grade materials.

A portion of proceeds supports Project Bootstrap, Wolverine’s initiative that has donated $2 million to trade schools and apprenticeship programs since 2020. Joint events in 2025 will include workshops featuring Davis and skilled workers, aiming to inspire Gen Z audiences to pursue trades careers.

The partnership targets millennials and Gen Z shoppers who prioritize authenticity, leveraging Davis’ 18.5 million Instagram followers to amplify reach. Wolverine also expands into lifestyle markets—20% of its 2024 revenue came from casual footwear—a segment bolstered by this collaboration. Fans can track updates via Wolverine’s Hall of Fame portal, which archives brand milestones and past partnerships.

As competitors like Carhartt dominate urban workwear, Wolverine differentiates itself through heritage storytelling and relatable ambassadors. Davis’ involvement—a musician with firsthand trades exposure—adds credibility to initiatives addressing workforce challenges. With the U.S. needing 750,000 new construction workers annually by 2026, collaborations like Wolverine’s Metallica Scholars partnership position the brand as both a commerce and community player. “We’re showing that trades careers deserve the same respect as any other path,” Davis remarked.

Wolverine’s strategy aligns with broader efforts to address the skilled labor shortage, where only 9% of U.S. high school students pursue vocational paths despite 3 million job openings projected by 2028. Other brands adopting similar approaches include:

The partnership targets millennials and Gen Z shoppers who prioritize authenticity, leveraging Davis’ 18.5 million Instagram followers to amplify reach. Wolverine also expands into lifestyle markets—20% of its 2024 revenue came from casual footwear—a segment bolstered by this collaboration. Fans can track updates via Wolverine’s Hall of Fame portal, which archives brand milestones and past partnerships.

As competitors like Carhartt dominate urban workwear, Wolverine differentiates itself through heritage storytelling and relatable ambassadors. Davis’ involvement—a musician with firsthand trades exposure—adds credibility to initiatives addressing workforce challenges. With the U.S. needing 750,000 new construction workers annually by 2026, collaborations like Wolverine’s Metallica Scholars partnership position the brand as both a commerce and community player. “We’re showing that trades careers deserve the same respect as any other path,” Davis remarked.