#LaborDayOn

Creating a Holiday to Help the Unemployed Find Work.

For 115 years, Red Wing has made shoes for the workers of America. But in 2020, we were facing an unemployment rate we hadn’t seen in over a century, as more than 25 million workers had lost their jobs to the pandemic. So on Labor Day, instead of promoting discounts, sales and holiday messaging, we promoted the one thing people needed most: jobs. We turned a holiday that had become synonymous with mattress liquidation sales and doorbuster deals back into a day for the American worker. Amazingly, over 220 other brands joined the movement to take #LaborDayOn — and together, we got people back to work.