To begin a new season of its CFL sponsorship, footwear brand Baffin is showing fans that it knows how excited they are.

The brand’s new campaign, “Passion Unites Us,” launched on Thursday alongside the kickoff of the 2023 CFL season. Shot at Baffin’s Stoney Creek, Ontario headquarters, it features Baffin employees from various areas of the operation showcasing the work they put into making the company’s boots – before showing how that passion extends to the CFL and its nine teams, as they are decked out in team colours, logos and face paint.

“[Our employees] represent the best of Baffin, and I’m thrilled that they are getting the spotlight they deserve in this campaign,” said Mark Hubner, SVP of commercial at Baffin. “Our team is proud of our partnership with the CFL, but as the campaign states, we’re more than just a partner. We’re fans first.”

Baffin began a multi-year partnership as the official boot of the CFL and the Grey Cup during last year’s playoffs. It had already been a longtime sponsor of the Hamilton Tiger-Cats – Baffin’s main manufacturing facility is located in nearby Stoney Creek – and of Tim Hortons Field, where the team plays.

The 30-second digital ad was developed in partnership with creative agency Elemental and is being promoted across all owned social media channels by both Baffin and the CFL. As part of its sponsorship, Baffin also has visibility throughout the CFL regular season, playoffs and Grey Cup during broadcasts and in-venue.