{"id":185443,"date":"2021-04-07T09:24:48","date_gmt":"2021-04-07T07:24:48","guid":{"rendered":"https:\/\/mypr.co.za\/?p=100961"},"modified":"2021-04-07T09:24:48","modified_gmt":"2021-04-07T07:24:48","slug":"boomtowns-new-campaign-for-maxeco-celebrates-30-years-10-million-pairs-of-iconic-safety-footwear","status":"publish","type":"post","link":"https:\/\/www.myza.co.za\/press\/boomtowns-new-campaign-for-maxeco-celebrates-30-years-10-million-pairs-of-iconic-safety-footwear\/","title":{"rendered":"Boomtown\u2019s new campaign for Maxeco celebrates 30 years \u2013 10-million pairs \u2013 of iconic safety footwear"},"content":{"rendered":"<div><img decoding=\"async\" src=\"http:\/\/www.myza.co.za\/press\/wp-content\/uploads\/2021\/04\/boomtowns-new-campaign-for-maxeco-celebrates-30-years-10-million-pairs-of-iconic-safety-footwear.jpg\" class=\"ff-og-image-inserted\"><\/div>\n<p>South Africa\u2019s iconic safety footwear brand, Maxeco, celebrates 30 years \u2013 and 10-million pairs \u2013 of protecting the country\u2019s hardworking workforce with a new campaign from Nelson Mandela Bay agency, Boomtown.<\/p>\n<p>Maxeco\u2019s owner, Lemaitre, is a pioneer of South Africa\u2019s safety footwear industry. In 1991, it used its first direct injection moulding machine to create Maxeco, the first double-density PU1 safety boot to be manufactured in the country.<\/p>\n<p>\u201cSince then, Maxeco has gone on to become South Africa\u2019s number one selling safety footwear brand. Across construction sites, mines, farms and factories, almost 10 million pairs have helped realise the dream of a stronger South Africa by protecting the millions of workers who built it. That\u2019s no small feat,\u201d punned Boomtown\u2019s CEO, Glen Meier.<\/p>\n<p>The campaign was conceived and created by Boomtown\u2019s team of Jesse Sharkie, Anthony Heim and Michael Coetze, with a creative strategy developed by Ahmed Tilly. It is currently running in select print titles as well as in the digital space.<\/p>\n<p>\u201cI have a great respect for brands that produce great products. Lemaitre is no different. The task was for Boomtown\u2019s team to find a strategic approach that is differentiated, unapologetic and true to the brand. And so \u2018The most beautiful shoe in the world\u2019 was born,\u201d said Tilly, who is consulting to the agency.<\/p>\n<p>According to Meier, the campaign highlights the impact that the iconic Maxeco range has had on South Africa by posing a provocative question and delivering a rather unusual but inspiring answer.<\/p>\n<p>\u201cThe campaign asks the question \u2018Is Maxeco the most beautiful shoe in the country?\u2019 To look at it, the answer is obviously \u2018no\u2019, because safety footwear and style don\u2019t often go hand in hand. However, given Maxeco\u2019s pioneering spirit, there\u2019s more to it than meets the eye,\u201d Meier explained.<\/p>\n<p>\u201cIt\u2019s been there to help build important structures that we know and love. It\u2019s created jobs through local sourcing and manufacturing. It\u2019s been there to contribute to an inclusive economy for all our people. And it has been on the frontlines of the nation\u2019s industries, protecting those who are strengthening South Africa.<\/p>\n<p>\u201cMaxeco is not beautiful in the conventional sense, but it is beautiful because of what it has helped accomplish. No other boot has done more to build our new nation, and that\u2019s a beautiful thing,\u201d he said.<\/p>\n<p><a href=\"http:\/\/mypr.co.za\/contact\/featured\/\">CLICK HERE to submit your press release to MyPR.co.za<\/a>.<\/p>\n<div class=\"entry-pagination pagination\">Pages: <span class=\"post-page-numbers current\"><span class=\"screen-reader-text\">Page <\/span>1<\/span> <a href=\"https:\/\/mypr.co.za\/boomtowns-new-campaign-for-maxeco-celebrates-30-years-10-million-pairs-of-iconic-safety-footwear\/2\/\" class=\"post-page-numbers\"><span class=\"screen-reader-text\">Page <\/span>2<\/a><\/div>\n<p><a href=\"https:\/\/mypr.co.za\">Source: MyPR.co.za<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>South Africa\u2019s iconic safety footwear brand, Maxeco, celebrates 30 years \u2013 and 10-million pairs \u2013 of protecting the country\u2019s hardworking workforce with a new campaign from Nelson Mandela Bay agency, Boomtown. Maxeco\u2019s owner, Lemaitre, is a pioneer of South Africa\u2019s safety footwear industry. In 1991, it used its first direct injection moulding machine to create [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":185444,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","ngg_post_thumbnail":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[9021,1],"tags":[3257],"class_list":{"0":"post-185443","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-mypr","8":"category-south-africa","9":"tag-mypr","10":"entry"},"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/www.myza.co.za\/press\/wp-content\/uploads\/2021\/04\/boomtowns-new-campaign-for-maxeco-celebrates-30-years-10-million-pairs-of-iconic-safety-footwear.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts\/185443","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/comments?post=185443"}],"version-history":[{"count":0,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts\/185443\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/media\/185444"}],"wp:attachment":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/media?parent=185443"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/categories?post=185443"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/tags?post=185443"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}