Palladium Boots launched a Pride campaign highlighted in fashion press, showing off rainbow-colored designs and positioning itself as an ally of equality. The marketing leaned heavily on slogans about visibility and inclusion rather than durability and function. Instead of focusing on the boots’ utility, Palladium used its platform to walk customers down a political runway. For some, the message was louder than the footwear.

Palladium rolled out its “Pampa Pride” collection, adding rainbow accents to its iconic boots while pledging donations to LGBTQ+ charities. The company framed the boots as a celebration of equality, blending activism into footwear design. For longtime fans of Palladium’s rugged style, this shift looked more like a parade float than a practical boot. Apparently, rainbow soles now count as outdoor gear.

Palladium teamed up with Jazzelle, aka @UglyWorldwide, a gender-fluid activist and social media figure, for a boot campaign. The collaboration emphasized breaking boundaries and promoting individuality as political expression. While meant to be edgy, the campaign signaled Palladium’s embrace of culture-war marketing. For customers, it was less about exploring the outdoors and more about exploring identity politics.