The Vulcan Takes a Hike for The "Year of" Alabama Trails Campaign

Situation

For over twenty years and running, Alabama's 'Year of' campaigns have blazed a trail for visitors to explore the people, places, and experiences that make the state unique. This year, Alabama's sprawling network of nature trails was set for the spotlight, a feature so integral to the state's identity that the theme would be pushed into a second year to contain the development of over 250 miles of trail. As the hiking season heats up for the spring, Alabama's conservation leaders and state government would launch the kickoff event for this campaign beneath the towering Vulcan statue, an icon of Birmingham and the title holder of the world's largest cast-iron statue. With outdoor recreation now making up more than a quarter of Alabama’s $24 billion tourism industry, this year’s launch aimed to leave a massive footprint—and not just on the trail.

Solution

As a tribute to the statue watching over their home state's trails, the Alabama Tourism Department teamed up with the agency Luckie & Co. to bring a giant idea to life: an upsized set of hiking gear built to fit the 56-foot stature of Vulcan himself. Based on our extensive experience with large-scale fabrication, Luckie & Co. pinpointed us as the ideal partner from all the way north of the United States.

Once the direction was set, our team put the pedal to the metal, utilizing our diverse capabilities to craft a sized-up pair of hiking shoes and equally upscaled backpack. The shoes were sculpted with our Foam3D technology, taking advantage of our trained team of craftspeople to build out the form with the highest quality and accuracy on each symmetrical shoe. The backpacks were sewn together with our hardy fabric, the same material we use in our weather and wear-resistant fabric banners that are perfect for long-term outdoor exposure.

Impact

Within a month from start to finish, the larger-than-life hiking gear made the trek down to Alabama, ready to step onstage. The kickoff sparked widespread media coverage for the state's largest ever 'Year of' campaign, launching Alabama headfirst into a celebration for their extensive trail systems and their powerful impact on tourism, conservation, quality of life, and economic development. As the event hit its stride, Vulcan's new gear was on full display, doubling as both a one-of-a-kind photo op and a symbol of Alabama’s outsized commitment to their community's outdoor spaces.