Steel Blue Women’s Work Boots.
Steel Blue tackled the lack of women’s PPE options by launching a bold awareness campaign and empowering female ambassadors in the trades. The result? A surge in demand that grew women’s boot sales from 4% to 14% in just three years, proving that inclusion drives impact and sales.
The Challenge:
Distributors were hesitant to stock women’s safety boots, believing there was little demand. As a result, women in trades were underserved, and Steel Blue’s women’s boot sales made up only 4% of total U.S. sales.
Solution:
Steel Blue launched a three-part campaign:
Increased brand visibility through female-centered content and trade show activations
Built an ambassador program featuring real women in trades
Advocated for change in OSHA standards to recognize the need for gender-specific PPE
Outcome:
Women began asking for Steel Blue boots by name. Distributors responded.
In just three years, women’s boots grew from 4% to 14% of total U.S. sales
