Posted by Eyndia Gopal on

R.M. Williams is hoping Hugh Jackman’s star power will help convince customers in new markets around the world to buy its iconic Australian boots.

The retailer has named the A-list celebrity as its first global boot ambassador and the face of a new global campaign, Undeniable Character, set to launch in April.

Jackman, known for his starring roles in X-Men and The Greatest Showman, announced his newest role to 300 staff at R.M. Williams’ workshop in Adelaide, where he was shown how the company has been handcrafting its Craftsman boot since 1932.

“R.M.’s have been a part of my life across the entire journey, from my early stage days to where I am today,” Jackman said.

“It’s an honour to be a part of the R.M.Williams family and to wear the brand’s iconic craftsman boot for the Undeniable Character campaign.”

According to a statement from the company, the campaign will explore the enduring quality of R.M. Williams through the stories of the boots and their wearers.


“Undeniable Character goes to the heart of the R.M.Williams brand – the grit, the hard work and the tenacity that went in to creating the best boots in the world – the Craftsman range,” R.M. Williams’ chief marketing officer, Mat Hayward said.

“For us, Hugh is the perfect embodiment of Undeniable Character and what it means as a brand, and we’re thrilled to share that story with the world.”

Crucially, Jackman is also a globally recognised celebrity, and thus, will play a pivotal role in the brand’s push into new markets around the world.

excerpt from Inside Retail 

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