Lugz is a footwear brand originally known for their premium boots. Since then they've expanded into a lifestyle brand connecting to various facets of urban culture. This is a proposed campaign endorsed by Rampage Jackson, former UFC Light-Heavyweight champion of the world. Lugz was promoting their desert storm inspired boots via print ads and an insert on their existing website. The aim here was to leverage Jackson's champion status by bestowing words of wisdom, tried and true.