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Shinola Celebrates the American Worker with ‘Let’s Roll Up Our Sleeves’ Campaign

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Shinola unveiled its latest advertising campaign called Let’s Roll Up Our Sleeves. The campaign, which launches today, celebrates the American worker and encourages Americans to work together for the greater good. Shot by Perry Ogden and created with Partners & Spade, the campaign highlights people who have helped improve their community. It includes Nadine Burke Harris, founder and CEO of the Center for Youth Wellness, which focuses on revolutionizing pediatric medicine and how society responds to children exposed to difficult childhood experiences; Kevin Adler, founder of Miracle Messages, a nonprofit dedicated to reconnecting people living on the streets with their loved ones; Brit Gilmore, president of The Giving Keys, an organization that provides job opportunities to people transitioning out of homelessness; and Richard D. Garcia, co-founder of Alma Backyard Farms, which creates opportunities for formerly incarcerated men and women to help grow food for local communities.

Since it began in 2011, Shinola’s production of watches, bicycles, leather goods, journals, and turntables has created over 600 new jobs in Detroit and around the world. “We know that companies want to do more in America and, if we want to be competitive as a nation, we need to turn that ‘want to’ into a ‘can do,’” said Tom Kartsotis, founder of Shinola, in a press statement. “We hope this campaign inspires others to take on the challenges of creating enterprises in our country, building factories in our communities, and investing in America’s workforce. Our plan is to continue to grow and strengthen our mission by rolling up our sleeves, empowering our teams and leading by example.”

The campaign will run in Forbes and Entrepreneur, and will be spread on a local level by working with partners to highlight local creative entrepreneurs and artisans who have launched their own homegrown businesses in the U.S. It will focus on the Detroit, New York, Chicago, Los Angeles, San Francisco, and Washington, D.C. markets.

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