Winter Boots launched in Canada

Canadian licensee, Rallye recently launched a new range of winter boots. They were rolled out in the fourth quarter of 2013 to two retailers; Wal-Mart Canada and The Shoe Company. The Shoe Company stocks the boots in store as well as listing two pairs on their online boutique. The boots are specially designed for the harsh Canadian winters and are rated by the Canadian Testing Council to withstand -50 degrees Celsius temperatures. To help create ‘buzz’ and drive online sales, the Michelin Lifestyle team in North America has been highlighting the extreme weather boots in their messaging on social media platforms.

The boots are specially designed for the harsh Canadian winters

The winter boots were also prominently featured in the Michelin Lifestyle display at the NAIAS (North American International Auto Show) – the annual show, from 13th to 26th January, was held at the Cobo Centre in Detroit. This year over 700,000 visitors attended the show, of which many visited the Michelin booth, where The Next Great Safety Innovation, the MICHELIN Premier tire, was unveiled.