#RollUpOurSleeves: Shinola Promotes American Workers, Job Creation


Shinola Roll Up Your Sleeves ad campaign

Shinola today launches a campaign that celebrates the jobs it’s creating in America: “Let’s Roll Up Our Sleeves,” which highlights its brand values of celebrating American workers and work ethic, featuring a diverse range of real people in a photo-based campaign that subtly features its products but more prominently features purpose-driven individuals for whom work is a labor of love.

As Shinola puts it, its new branding campaign is “less a marketing angle, but rather an articulation of a movement that celebrates the American worker, hard work and ‘making’; values we have championed from the beginning.”

With the tagline “Let’s Roll Up Our Sleeves,” the campaign features a series of ads with inspiring messages, rallying people from across the land to work together for a greater good.

The campaign (hashtag: #RollUpOurSleeves) shares the stories of men and women who have rolled up their sleeves and proved that hard work creates jobs and new opportunities in our country. Shot by Perry Odgen, the campaign features individuals who have made an impact in their communities.

The individuals include Nadine Burke Harris, Founder and CEO of the Center for Youth Wellness, a national effort to revolutionize pediatric medicine and transform the way society responds to children exposed to adverse childhood experiences and toxic stress; Kevin Adler, Founder of Miracle Messages, a non-profit which reconnects people living on the streets with their loved ones, through short video messages and social media; Brit Gilmore, President of the The Giving Keys, an organization that provides job opportunities to people transitioning out of homelessness, impacting lives through the power of a Pay It Forward community; and Richard D. Garcia (below), Co-founder of Alma Backyard Farms, an organization that creates multiple opportunities for women and men who were incarcerated to give back to the health and safety of communities by growing food in and for these communities.

Shinola Roll Up Your Sleeves ad campaign

Since our launch in 2011, Shinola’s mission and focus has been American job creation, through the manufacturing of timeless, well-designed goods. As makers of modern, handcrafted watches, bicycles, leather goods, journals and turntables, we are proud to be based in Detroit, a community-minded city with a strong manufacturing legacy.

Shinola has a sincere interest in and devotion to creating American jobs in industries where manufacturing has left our shores. After five years, job creation is still the thing we’re most proud of. We have hired over 600 people in Detroit and around the world, built factories, supported key suppliers to expand their existing operations and made significant progress in reinvigorating various product categories here in America.

“We know that companies want to do more in America and, if we want to be competitive as a nation, we need to turn that ‘want to’ into a ‘can do’,” said Tom Kartsotis, Founder of Shinola. “We hope this campaign inspires others to take on the challenges of creating enterprises in our country, building factories in our communities and investing in America’s workforce. Our plan is to continue to grow and strengthen our mission by rolling up our sleeves, empowering our teams and leading by example.”

The campaign, produced with agency Partners & Spade, will launch on March 20th with partners such as Forbes and Entrepreneur, while also working with partners on a local level to highlight the stories of creative entrepreneurs and artisans who have launched and grown their own projects and businesses. Media will be focused within Shinola’s key U.S. markets including Detroit, New York, Chicago, Los Angeles, Washington D.C. and San Francisco around Mother’s Day, Father’s Day and other holidays later in the year. Media efforts will include outdoor, print, digital, and social.

Shinola’s self description: “Shinola is founded in the belief that products should be well-made and built to last. Across a growing number of categories, Shinola stands for skill at scale, the preservation of craft, and the beauty of industry. Of all the things we make, the return of manufacturing jobs might just be the thing we’re most proud of.”