Designed for Queensland Captain Cameron Munster.
XXXX has collaborated with PUMA to launch its own home soil boot for the Pride in Your Origin campaign via Thinkerbell.
The 'Home Soil' boots are a custom designed for Queensland Captain Cameron Munster.
"Playing for your state is the highest honour in football," Munster said.
"As a Queenslander there's a special connection to where I come from that you can't describe, you can only feel.
“And knowing that I'm taking a bit of Rocky with me when I step out against the Blues gives me a real boost."
Each boot contains actual soil from Munster’s home ground in Rockhampton (4701).
The boots have been 3D printed and performance tested to ensure they meet the demands of football.
Lion Core Beer brand director Karen Sterling-Levis said the State of Origin is the most electrifying time of year for Queenslanders.
“As the official beer of the Maroons, XXXX has always stood for state pride and connection,” Sterling-Levis said.
“Our long-running ‘Pride in Your Origin’ campaign is all about celebrating where we’re from and this year we’re proud to take that pride all the way to the field, one step at a time."
Thinkerbell’s executive creative tinker Jonny Rands said XXXX has consistently backed the Maroons for wearing their heart and their origin on their sleeve.
“Now we’re kicking things up a notch by putting that pride in their boots and marching it straight into enemy territory,” Rands said.
Credits:
Client: Lion
Creative and Earned Agency: Thinkerbell
Partners: Puma, Cameron Munster & QRL
Photography: Andy Diprose & David Guest
Social: We Are Social
Media: UM
Digital: Affinity
Shopper: VML
