Kindness Matters Inside and Outside of Red Wing Shoes
Rocky W.
Store Manager
Chicago, Illinois
Part of our family since 2017
Kindness Matters Inside and Outside of Red Wing Shoes
In this employee spotlight story, you will meet Rocky, manager of Red Wing Shoe Store #287 in the Lincoln Park neighborhood of Chicago, Illinois. Known for his practice of handing out “You Matter” cards and his pride in the brand, Rocky brings both passion and purpose to everything he does.
Tell us about your career journey—what led you to Red Wing Shoe Company?
I’ve always been in the service industry. I spent 12 years with Gino’s East Pizza in the greater Chicagoland area before moving into specialty restaurants. Eventually, I found myself working in high-end retail stores, such as the flagship stores of Borders Books and Dylan’s Candy Bar, as well as Lamont’s Gift Shop boutiques located inside of Ritz Carlton and Westin hotels.
I thrive in environments that enable me to interact with others—delighting customers, exploring opportunities, coaching individuals, and managing successful experiences.
What attracted you to Red Wing Shoes?
Hands down, I believe in the brand. Our products are premium quality—long-time customers are always sharing stories about their “old pair” of boots, while new customers see and appreciate the craftsmanship. In the five years I’ve been with the Red Wing family, I’ve added 28 pairs of our shoes to my huge shoe collection!
I am proud to own and sell our products.
Because of our brand attractiveness, convenient location, and booming construction industry, we are one of the top Heritage stores in the Company. In Chicago, our customers are a mix of workers with company vouchers looking to purchase required safety footwear, young professionals seeking comfortable fashion, and curious first-timers who hear about us through friends and social media.
I can’t speak of the brand without speaking about our Red Wing Shoe Company family. We are indeed family within my small team and more broadly. From meeting other store managers to interacting with product design and development, and actively participating in the Well-being community, Red Wing Shoe Company is energizing to me.
Currently, it’s me and my coworker Tommy working at the store. We spend a lot of time together, and truly enjoy each other’s perspectives and company.
You’re a “Kindness ambassador” in the community. Tell us more about this.
I grew up in a household that believed in appreciating what you have. My parents consistently reminded me, “Somebody is praying for the life that you have.” That philosophy is in my DNA.
I am thankful for my health, my family, and the roof over my head. I am also hyper-aware of those who are not as fortunate and continuously look for ways to help others. Red Wing Shoe Company’s approach to well-being and volunteerism aligns with this perspective and Hope for the Day (H.F.T.D), a well-being supportive movement focusing on suicide prevention for which I care deeply.
When I heard of the You Matter Marathon, the opportunity to spread kindness through actions rather than running, I immediately signed up. That’s where the “You Matter” cards come from—anyone can sign up and receive a set of “You Matter” cards (each October) to use however they’d like.
I give out cards directly to retail store associates and our customers. I also regularly leave them anonymously to those who need them most, for example, tucked in a $20 bill with a homeless person sleeping on the street or paying it forward to the person behind me in line.
Participating in formal opportunities to help others through fundraising and awareness events is also a big part of my life. As a tribute to my grandmother and her battle with cancer, I participate in stair climbs to raise money for local charities. Always wearing my Vasque boots, I participated in the “Hustle up the Hancock” at the John Hancock Building, climbed the Sears Tower, and have joined a number of other walks and climbs.
What else do you want us to know about you?
I enjoy meeting members of the Red Wing Shoe Company family and invite you to visit Tommy and me at our store. In fact, while you’re in town, you can familiarize yourself with Tommy’s music, as he often plays in our local community. Here’s a link to listen to and enjoy.
Also, I manage the Red Wing Chicago Instagram profile to honor and showcase our products; to date, we have 20,000 followers! That page, along with the Red Wing Shoes corporate Facebook and Instagram pages, and a new Red Wing Chicago Facebook page, help to keep our products top of mind.
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