For its first women-focused promotion, Marlboro partnered with renowned bootmakers Rocketbuster Boots to launch “The Boot Builder,” an online tool empowering users to design custom handmade boots. Guided by the tagline “Design ’Em. Win ’Em. Wear ’Em.,” the six-week campaign celebrated four trailblazing women in male-dominated fields, showcasing their unique boot designs to reflect their personal style. The tool then opened to the public, allowing users to create their own dream boots—customized by toe shape, medallion style, color, and heel height—with top designs featured in an online gallery and crafted for winners to wear with pride.