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In The News: Naot, Oboz, Darn Tough Vermont, Baffin


Naot Footwear’s first flagship store is now open in New York City’s SoHo neighborhood at 436 W. Broadway. The boutique, open seven days a week, 11 am to 7 pm, has a minimalist feel and is designed to display the brand’s current collections as “works of art.” 

“The opening of this flagship store allows us to show the breadth of the line and tell the story of Naot on a deeper level,” says Naot USA President Ayelet Lax Levy. “New York is my home and opening our flagship store here feels both exciting and personal. We will also be planning on donating shoes to a local charity as a way to embrace the local community.”

Oboz is celebrating Trailblazers and Retailers this holiday season with its Soleful Time of Year campaign. Consumers can nominate their favorite trailblazer to receive a year’s supply of Oboz footwear (nominations open through Dec. 7 online at The brand’s website notes that a potential trailblazer nominee’s traits could “involve defending the places we traverse or stoking the adventures we can't quit. Our community shines brighter thanks to hard-charging people paving the way forward.”

And beginning on Dec. 7, consumers can also nominate their favorite Oboz dealer to be added to the “Oboz Retailer Nice List” as a way to spotlight and thank retail partners. Oboz fans can nominate their favorite dealer to the “Nice List” through Oboz social media channels (@obozfootwear). The dealer who receives the most nominations will receive $500 credit from Oboz, an additional $500 to donate to a local trail organization of their choice, and each employee will receive a pair of Oboz footwear of their choice.

Sock brand Darn Tough Vermont was named one of the recipients of the 2022 HIRE Vets Medallion Award during a virtual award ceremony presented by the U.S. Department of Labor. Darn Tough earned the Gold award – Honoring Investments in Recruiting and Employing American Military Veterans Act (HIRE Vets Act) Medallion Program is the only federal award program that recognizes employers who successfully recruit, hire, and retain veterans.

“We are committed to our veterans, our families, our communities and our state,” said Ric Cabot, President and CEO of Darn Tough Vermont. “Everyone at Darn Tough is dedicated to giving back to the community in every way we can. Establishing comprehensive and thoughtful programs and opportunities for veterans is another way to show our support and appreciation.”

Darn Tough joins 834 other companies from 49 states, plus the District of Columbia, who have shown a commitment to hiring veterans, but also ensuring that they have a long-term career and growth plan that uses the diverse skills they acquired through their military service.

Canadian footwear brand Baffin is teaming up with the Canadian Football League (CFL) in a multi-year partnership, making Baffin the Official Boot of the league and Grey Cup.

Baffin will be a visible brand partner throughout the CFL playoffs and the 109th Grey Cup on Sunday, Nov. 20 from Mosaic Stadium in Saskatchewan. In the months ahead, Baffin and the CFL will bring this partnership to life through unique integrated content, contests, giveaways to keep fans warm on cold game days, and much more.

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Nov 16, 2022


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