Sorry, Karl: R.M.Williams taps Joel Edgerton for new campaign

If Karl Stefanovic is in the market for a new sponsor, he could do worse than giving R.M.Williams a call.

The broadcaster’s independent podcast lost major sponsor Ringers Western this week, and Stefanovic has previously made his enthusiasm for another Australian bootmaker abundantly clear. Talking about his love of Yellowstone, he once revealed he dresses for the occasion in cowboy gear, right down to “the RMs”.

There is just one problem with this entirely unsolicited sponsorship pitch: R.M.Williams appears to have its celebrity talent sorted. Australian actor, writer and filmmaker Joel Edgerton is fronting the brand’s new Worn Well campaign.

READ MORE: 'It's suss': Karl Stefanovic vanishes as podcast goes silent

READ MORE: R.M.Williams appoints MCMPR as integrated communications agency

Joel Edgerton gets his boots dirty

R.M.Williams has launched Worn Well around the idea that character is earned over time, using well-worn products as a metaphor for the experiences, relationships and places that leave their mark.

Edgerton is himself a long-time wearer of R.M.Williams boots. The campaign features pairs from his personal collection alongside new-season Craftsman, Yearling, Rigger and Gardener styles.

“There’s something I really value about things that are made to last. Whether it’s a pair of boots, a piece of work or the relationships you build along the way, time gives things meaning. That idea really resonated with me when it came to Worn Well,” Edgerton said.

He said the campaign also connected with what he sees as the brand’s Australian identity.

“I’ve always respected what R.M.Williams represents, great craftsmanship, longevity and a very Australian sense of identity. Worn Well felt like a natural fit because it’s really about celebrating experience and the character we build over time”

A campaign built to last

R.M.Williams chief executive Paul Grosmann said Edgerton was a natural choice for the campaign because of the parallels between his career and the qualities the brand wanted to highlight.

“Joel was a natural choice for ‘Worn Well’. He brings an authenticity and quiet confidence that strongly reflects the spirit of R.M.Williams. His career has been built on craft, longevity and following his own path, qualities that sit at the heart of this campaign,” Grosmann said.

The campaign continues R.M.Williams’ long-running positioning around durability and Australian craftsmanship. Founded in 1932, the company still handcrafts its signature leather boots in Adelaide and has expanded into apparel, accessories and lifestyle products.

The brand operates approximately 70 stores across Australia, New Zealand and the UK and is continuing to build its presence in the British market.

Earlier this year, R.M.Williams appointed MCMPR as its integrated communications agency, with a remit spanning strategy, media management, talent engagement and experiential activations.