SOREL unveiled a striking out-of-home (OOH) campaign during New York Fashion Week, paying homage to its Caribou boot heritage and unveiling the new Callsign Horizon sneaker. The brand transformed the city streets into an icy art gallery, displaying the sneakers encased in massive ice blocks that celebrated its Arctic DNA and rugged design roots.
What’s the idea behind this campaign?
The concept centers on bringing the Arctic to the city. By freezing the sneakers in crystal-clear ice blocks, SOREL highlighted the fusion of performance and urban style. The installation symbolized endurance and purity — qualities that have defined the brand for decades — while also serving as a bold metaphor for resilience and transformation.
@davisburleson the race before the melt!!!! 🧊 in @SOREL Callsign Horizons. #SORELPartner #ForBoldSteps ♬ original sound - Davis Burleson
How was the idea executed?
Deployed across New York City during Fashion Week, the installation placed the Callsign Horizon sneakers inside towering blocks of ice engraved with the polar bear logo and tagline “Born of the Arctic.” As the ice slowly melted, it revealed the sneakers within, captivating pedestrians and content creators who stopped to film and share the moment.
Why is this execution unique?
The campaign blurred the line between art, fashion, and outdoor advertising. Instead of a traditional billboard, SOREL turned an everyday sidewalk into a sensory experience. The melting ice became a live performance, transforming over time and generating curiosity across social media. It’s a perfect example of how OOH and experiential marketing can work together to tell a brand’s story.
How does it connect with audiences?
The campaign resonates with both urban consumers and outdoor enthusiasts. For New Yorkers rushing through the city, the icy installation offered a pause — a reminder of nature, endurance, and craftsmanship. The collaboration with The NM Agency’s brand ambassadors further amplified visibility, turning SOREL’s street presence into a global conversation during one of fashion’s biggest events.
Final thoughts: Ice, endurance, and identity
With its frozen installation, SOREL proved that Outdoor Advertising can be both elegant and impactful. By transforming ice into a storytelling medium, the brand honored its heritage while showcasing innovation in modern OOH. The result? A campaign that’s as timeless and resilient as the elements that inspired it.
FAQs about this campaign
What is SOREL’s New York OOH campaign about?
It’s an experiential installation that displayed the new Callsign Horizon sneakers frozen inside large ice blocks during New York Fashion Week, symbolizing endurance and Arctic heritage.
Why does this campaign stand out?
Because it merges art, fashion, and outdoor advertising by turning ice into a storytelling medium, engaging passersby and content creators across the city.
How does OOH enhance the message?
By bringing the brand’s Arctic roots to the streets of New York, the ice installation made the sneakers a physical and emotional centerpiece of the campaign.
What was the audience’s reaction?
The installation drew strong engagement from pedestrians and influencers, who shared the spectacle across social media, amplifying SOREL’s visibility during Fashion Week.
What can brands learn from SOREL?
That creative OOH can go beyond visibility — transforming public spaces into immersive experiences that reflect a brand’s heritage and innovation.
Craft emotive OOH that resonates
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