Palladium, a heritage boot company that relaunched last year is hoping to aid another comeback, that of Detroit. The brand has created a bunch of "Exploration" campaigns, in which Palladium explores and documents hidden and abandoned urban places in search of unique stories. These Explorations are then turned into viral videos that live on their website and their latest features "Jackass" star Johnny Knoxville in Detroit.
In an exploration called 'Detroit Lives,' Knoxville puts on Palladium boots and checks out the city, which was once the fourth largest city in America but is now in the midst of a transformation from abandoned urban landscape back to a vibrant community. The trailer for the video above showcase the young people who are taking back the city and their community. The full video for 'Detroit Lives' premieres on August 30.
The challenging urban landscape also makes a nice backdrop for the boots. Palladium was founded in 1920 to make aircraft tires for the aviation industry. In 1947, after the end of WWII saw demand for tires dry up, Palladium turned to making rubber and canvas boots including the classic canvas Pampa boot. The sturdy boots for men and women sell for $50 to $275. The video is after the jump.