In the world of marketing, brand storytelling has emerged as a powerful tool for businesses to connect with their audiences on a deeper level. One case study that exemplifies the essence of brand storytelling is the heartwarming journey of Paul’s Boots, as discovered by REI.

The Story

We all have dreams. Paul’s dream was to hike the 2,189-mile Appalachian trail.  

However, Paul Evans passed away before he could make his dream a reality. But, as it turns out, it wasn’t the end of his story. It was the beginning, all thanks to REI. 

It started with an email Paul’s wife, M’Lynn, sent to The Dirtbag Diaries podcast. In it she talked about her husband of 17 years, about his kindness and selflessness, and his great joy in preparing for the hike. Sadly, Paul had a bad heart and passed away 2 weeks shy of his 54th birthday, never stepping foot on the trail.

M’Lynn had a big vision – what if his boots could make that journey? She broadcasted her request on The Dirtbag Diaries podcast and 400 people answered the call. An employee from REI was also listening and was inspired help make Paul’s dream a reality. #PaulWalksOn was born. 

The craziest part of this? REI didn’t even make Paul’s boots! However, it didn’t matter. REI realized this story was bigger than their brand and their products. Instead of focusing on selling, REI set out to share a remarkable true story that embodies their brand mission. 

With the Paul’s Boots documentary, REI didn’t just tell a story, it sparked a movement and celebrated the spirit of hikers around the world. 

• 2,189 miles
• 40 hikers. 
• One man’s dream. 

The hikers carried Paul’s Boots the entire length of the Appalachian trail. Together they wrote a different conclusion to Paul’s story. Explore their stories here: https://www.rei.com/blog/paulsboots and watch the documentary:

What Can We Learn About Storytelling From REI And Paul’s Boots?

1) The Power of a Genuine Story:

At the core of brand storytelling lies authenticity. Paul’s Boots resonated with people worldwide because it was a real and genuine story of a man’s dream and the journey taken to fulfil it. As marketers, we must strive to tell genuine stories that evoke emotions and connect with our audiences on a human level.

2) Community and Shared Values:

Paul’s Boots brought together a diverse community of individuals who shared a common goal – to honor Paul’s dream. This sense of community and shared values gives companies a powerful differentiator in brand storytelling. When people see their values reflected in a brand, they feel a deeper connection, making them more likely to engage and support the brand’s story and mission.

3) Creating a Movement, Not Just a Campaign:

REI’s involvement in Paul’s Boots ignited a movement that inspired people to take part in something bigger than themselves. Brands can learn from this approach by moving beyond traditional marketing tactics and instead focusing on sourcing and crafting stories that motivate people to be part of a collective mission or cause.

4) Embracing Fluid Brand Identity:

A brand’s identity is not fixed; it’s fluid and ever-evolving. As marketers, we must be open to embracing opportunities like Paul’s Boots while staying true to our core values and mission.

5) Putting People First:

Heart-marketing revolves around putting people at the forefront. Brand storytelling should not be self-absorbed but rather a genuine dialogue with the audience. Brands that prioritize customer experiences and interactions are more likely to create meaningful connections that endure beyond individual marketing campaigns.

Final Thoughts:

The heartwarming case study of Paul’s Boots and REI exemplifies the art of brand storytelling. This touching journey, from one hiker’s dream, to a community-driven movement, showcases the power of authenticity, shared values, and putting people at the center of brand storytelling. 

As marketers and brand storytellers, we can learn valuable lessons from this case study, reminding us that branding is not just about logos and taglines but about the stories that shape a company’s identity and resonate with its audience. By mastering the art of heart-marketing, we can create powerful connections, build tribes, and inspire movements that transcend traditional marketing campaigns and leave a lasting impact on the hearts and minds of our customers.

Jessica Gioglio is the co-author of The Laws of Brand Storytelling and The Power of Visual Storytelling. Professionally, Jessica has led innovative marketing and public relations programs for Dunkin’, TripAdvisor, Sprinklr, and more. Today, Jessica is a keynote speaker (book her here) and founder of With Savvy Media & Marketing, a strategic branding, storytelling, and content strategy consultancy.