Irish Setter Boots Hires OLSON for Brand and Media Planning

RED WING, MN (September 2008) — Irish Setter boots, maker of quality hunting boots and casual shoes, announces it has entered into a partnership with OLSON, one of the fastest-growing agencies in the country. Irish Setter is a division of the Red Wing Shoe Company, Inc. (RWSC), a privately-held corporation based in Red Wing, Minnesota.

 “We are very excited to team up with OLSON. Irish Setter has traditionally been very focused on creating the best performing, highest quality footwear in the hunting industry. We want to keep our focus on product, but at the same time expand our relationships with the consumer.  OLSON offers a unique perspective on community building,” says Rick Appelsies, senior vice president and general manager, Outdoor and Lifestyle divisions, Red Wing Shoe Company.

 “We are thrilled for the opportunity to work with a company built on fine quality craftsmanship and tradition like Red Wing Shoes,” says Kevin DiLorenzo, president of OLSON. “Irish Setter will be a nice complement to our current roster of clients and we look forward to helping them achieve new levels of success through building brand communities.”

Irish Setter is one of the world’s premier lines of premium hunting & sporting outdoor footwear. The brand descended from Red Wing Shoes’ 1950s line of “outing boots.”  Those strapping  18″ models are considered to be the first boots built specifically for outdoor recreation and were popular for upland hunting. Irish Setter footwear uphold an age-old tradition of all-day comfort and unequaled fit in their line up of boots for upland, big game hunting as well as a line of casual-oriented boots and shoes for lounging at the lodge or camp afterwards. The footwear is created for the field and can survive the toughest terrain and weather conditions.

OLSON will begin holistic planning work for the footwear brand immediately. Media planning will be also handled by OLSON. Firefly Publicity will continue public relations efforts for Irish Setter.

About Irish Setter

Based in Red Wing, MN, Irish Setter is a division of the Red Wing Shoe Company, Inc. that includes a full line of performance hunting boots, fishing shoes and outdoor casuals. Irish Setter continues to use leading technologies and the finest materials to provide customers the best quality outdoor footwear. For more information about Irish Setter’s heritage, products and retailers, visit


OLSON, headquartered in Minneapolis with an office in San Francisco, is a 13-time EFFIE-award winning agency providing brand strategy, advertising, interactive, social networking, design, public relations and media for some of the world’s most-respected brands, including Nike Bauer Hockey, Target, Fifth Third Bank, Detroit Pistons, General Mills, Allen-Edmonds, Sallie Mae and Starkey Laboratories. For more on OLSON and the brand communities we’re building, visit the Web at



Visit for more information. Firefly Publicity works closely with writers and editors to place products in media like magazines, newspapers, on-line content, radio and television. Public relations is a cost effective way for companies to maximize their marketing or advertising budget. Firefly Publicity is a results-oriented pr firm located in Red Wing, Minnesota. If you’re interested in gaining exposure for your company’s products, please contact Kim Emery at Firefly Publicity.




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