R.M Williams names first global ambassador

Footwear brand R.M Williams has named actor Hugh Jackman as the brand’s first global ambassador for its iconic boots that have been handcrafted since 1932 in outback Australia.

Jackman was announced as the brand’s first global ambassador in front of the label’s 300 staff at its Australian workshop in Adelaide. The Australian actor was introduced as a “craftsman ambassador” and will become the face of the brand’s new global campaign, ‘Undeniable Character’ as the footwear label looks to appeal to “new global audiences”.

The campaign will launch in April and will bring to life the quality of R.M.Williams through the stories of the boots and their wearers.

“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 in a statement. “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.”

R.M.Williams' chief marketing officer, Mat Hayward added: "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.

“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.”

R.M. Williams was established in 1932 in outback Australia. It has developed a world-renowned reputation for its high-quality handcrafted footwear and apparel, the brand has a growing international following and is sold in more than 15 countries around the world.

Image: courtesy of R.M Williams