PORTLAND, Ore.-LaCrosse Footwear, a leading provider of premium footwear for work and outdoor users, is proud to announce the launch of its new national marketing campaign for fall 2013. The overarching theme of "Respect is Earned" emphasizes the brand's latest innovation, AeroForm™ technology, while paying tribute to its long-standing heritage of delivering the rubber boot of choice for the expert hunter.

In early 2013, LaCrosse unveiled AeroForm™ technology, a patent-pending construction that offered a revolutionary solution in hunting boots. The result was the AeroHead, a boot that set a new standard for not one, but all critical elements of hunting footwear - comfort, fit, durability and weight. Four years in development and tested over 4000 miles, the AeroHead epitomizes the brand's dedication to developing superior product for hunters. By revolutionizing the industry time and again, LaCrosse has earned its respect as an innovator and leader in the hunting footwear market.

"With the launch of the game-changing AeroHead boot this year, it was time to reconnect with consumers through a campaign that captures the core of the LaCrosse brand - our shared passion for the outdoors and continued dedication to develop innovative performance footwear for hunters," said Nicole Orr, LaCrosse Footwear Brand Marketing Manager.

The campaign includes national TV spots airing on the Sportsman, Outdoor and Pursuit Channels, full-page print advertisements in targeted publications such as Petersen's Bowhunting, North American Hunter and Bowhunt America, and substantial digital media. Additionally, hunt TV show sponsorships and celebrity endorsements are significant components of the campaign.

View "Respect is Earned" Commercial http://bit.ly/CampaignAd

View "AeroHead" Commercial http://bit.ly/AeroHeadAd

Celebrity endorsers include David Blanton of "Realtree Outdoors®," Chris and Casey Keefer of "Back Country Quest" and Brian Quaca of "Pigman: The Series," each considered experts in the hunt community. The Keefer brothers are featured in all campaign TV and print advertisements. In addition, an online video series will highlight each personality as they share their story of earning respect as professional hunters. The series will live on the LaCrosse website, Facebook and YouTube channel.

View "A Moment With David Blanton" http://bit.ly/DBlanton

View "A Moment With Chris and Casey Keefer" http://bit.ly/Keefers

View "A Moment With Brian Quaca" http://bit.ly/BQuaca

Accompanying the launch, LaCrosse introduces an eight-week Facebook contest to give fans a chance to win gear for the upcoming hunting season. Seven weekly winners will be chosen to receive a LaCrosse boot prize package and a final winner will receive a grand prize gear package valued at more than $4,000, which includes a $1,000 Bass Pro Shop gift card, LaCrosse boots and gear from other top industry brands. Enter to win at: https://www.facebook.com/LaCrosseFootwear/app_194975693850063

For more information about LaCrosse Footwear products, please visit their websites at http://www.lacrossefootwear.com and http://www.danner.com.