Hamilton-based Baffin kicks off a multi-year partnership with CFL

Baffin, a Hamilton-based footwear brand, is kicking off a multi-year partnership with the Canadian Football League (CFL).

Fans will get their first glimpse of the partnership at the Grey Cup on Nov. 20 at Mosaic Stadium in Saskatchewan.

We call it our cold conquest," said Mark Hubner, senior vice-president of commerce at Baffin. Partnering with sports leagues and music bands is their way of promoting their brand's warmth among fans enjoying outdoor activities - even in the harsh Canadian winters.

Hubner said that Canadians are united" by adventures in the cold.

Stoney-Creek based Baffin has been expanding its partnership with companies across Canada, including brands in Hamilton. The organization partnered with the Hamilton-based music band Arkells, Hamilton Tiger-Cats as well as the Canadian Ocean Racing Tour 2022, among others.

Hubner said that over the coming years, the partnership will steer toward the importance of citizenship and social responsibility."

The brand gained popularity with founder Paul Hubner taking the initiative to ski across the Arctic with a pair of Baffin boots - all to prove the durability and effectiveness of the winter gear in the extreme cold.

Since then, the family-run business has been approaching its product development with a vision of real-world testing.

It's the way of engaging in two-way conversations and understanding how people may be using these products in their everyday adventures ... even shovelling their driveway, braving their commute to work every day in Canadian winter or cheering for their team in the CFL at games outside - we have no doubt the boots that will keep them comfortable, warm, and protected," said Hubner.

As next year's Grey Cup moves back to Hamilton, Baffin has already begun preparing to engage with the fans at the games.

Ritika Dubey is a reporter at The Spectator. rdubey@thespec.com