Broadway, Wolverine and The Greatest Showman star Hugh Jackman is putting the polish on the new image of R.M. Williams as its new ambassador.
Jackman described his love affair with R.M. Williams boots as like "always having a mate with you" through life.
The reported $1m ambassadorial role will see Jackman spruik the great range of R.M. Williams boots and clothing, that some suggest is tending more towards outfitting people in the city, than the country in its modern range. Some rural customers are upset they can no longer get ladies moleskins.
But getting Jackman to be the face of the Undeniable Character campaign is a big coup for the outfitter started by R.M. Williams back in 1932. His face will appeal to both city and bush customers. Jackman played the rugged drover in Baz Luhrmann's epic outback film Australia in 2008, alongside Nicole Kidman. He recently received huge publicity in his role as The Greatest Showman and is often referred to as one of Hollywood's biggest stars.
Jackman visited R.M.Williams’ workshop in Adelaide, where he was introduced as the "Craftsman ambassador" for boots, before touring the boot room and having a go at crafting a pair of boots.
R.M. hopes Jackman will give the company international exposure.
When asked about his latest role, Jackman said, “R.M.’s have been a part of my life across the entire journey, from my early stage days to where I am today. It’s an honour to be a part of the R.M.Williams family and to wear the brand’s iconic craftsman boot for the Undeniable Character campaign.”
In a company statement R.M.Williams’ said the Undeniable Character campaign "will bring to life the enduring quality of R.M.Williams through the stories of the boots and their wearers. Someone with Undeniable Character has grit, tenacity, determination and a pioneering spirit just like R.M. himself and Hugh Jackman".
R.M.Williams’ Chief Marketing Officer, Mat Hayward added, “Undeniable Character goes to the heart of the R.M.Williams brand – the grit, the hard work and the tenacity that went in to creating the best boots in the world – the Craftsman range. For us, Hugh is the perfect embodiment of Undeniable Character and what it means as a brand, and we’re thrilled to share that story with the world.”
The Undeniable Character campaign starts in April.