Introducing the softer side of America’s toughest fishing boot.

XTRATUF is the defacto official boot of commercial fisherman across the country who fish to live. To start, Elevator is introducing the Lifestyle Collection for fisherman who live to fish. If you could turn your computer upside down, you’d see the magic of this magazine campaign. Go ahead, read the headline and then stand on your head and read the headline again. The introduction includes creative media, digital and retail merchandising.