BBWolverine2025

Wolverine, the 142-year-old workwear brand trusted by generations of tradespeople, is kicking things up a notch with their newest partnership with country music star Jordan Davis. Known for his heartfelt lyrics and no-nonsense work ethic, the Billboard-charting country artist is a perfect fit for Wolverine, which celebrates those who put in the work and stay the course.

Explore

Explore

See latest videos, charts and news

See latest videos, charts and news

“For me, it’s the versatility of Wolverine,” says Davis. “It’s something I can wear in my everyday life—get off the road, jump in the truck, come out to the farm—and I know it’s going to be there for me. It’s a brand I have a lot of trust in.”

And that trust runs deep. Davis grew up watching his dad and grandpa working in their shops, refurbishing furniture and casting lines in the creek—all with Wolverine boots on their feet. Now, whether he’s writing songs in Nashville, playing shows around the world on his ‘Ain’t Enough Road Tour’, or spending time on his Tennessee farm, those same boots are still part of his story.

Trending on Billboard

But this partnership goes beyond the boots.

Wolverine and Davis are hitting the road for something big: The Wolverine x Jordan Davis Trades Tour. This first-of-its-kind initiative will celebrate eight American small trades businesses with over $100,000 in sponsorships and gear—giving back to the very people who inspire Wolverine and Jordan every day.

“For over 140 years, Wolverine has been about supporting those whose work we couldn’t live without – American tradesmen and women,” said Lauren King, Senior Director of Marketing for Wolverine. “The Wolverine x Jordan Davis Trades Tour is our latest commitment to celebrating their hard work, resilience, and impact. We’re proud to stand beside them and shine a spotlight on the essential work they do every day.”

“Growing up in a family of tradesmen is something I have a ton of pride in,” Davis shares. “It taught me about hard work and creating something from nothing. I want to pass that on to my kids—and this tour is a way to honor the folks still doing it.”

Each of the eight selected businesses will receive a $15,000 support package, including $7,500 toward growing their business, $2,500 in boots and gear, and even a VIP experience at a local stop on Jordan’s Ain’t Enough Road Tour. Plus, their name will be featured on the official Trades Tour t-shirt and promoted and sold across Wolverine and Jordan Davis’ channels, including merch stands at Jordan’s tour this fall.

“Wolverine has been with me on a lot of long days—on the road, at the farm, in the studio,” Davis says. “They’re built for endurance, just like the people who wear them.”

As Davis puts it, “There’s just something special about creating something with your own hands—and knowing you’ve got the gear to back you up.”

To check out the boots or nominate a trades business for the tour, head tohttps://www.wolverine.com/US/en/trades-tour.