SOREL Freezes Its New Sneaker Collection at New York Fashion Week

SOREL made headlines at New York Fashion Week with a chilling stunt: freezing its new Callsign Horizon™ sneaker collection inside massive blocks of ice. The spectacle drew crowds, sparked social media buzz, and positioned SOREL as more than just a winter boot brand.

Source: SOREL

Inside the Ice: SOREL's Callsign Horizon™ Collection

The reveal wasn’t just for show. Inside the ice blocks were five colourways of SOREL’s Callsign Horizon™ sneakers, a line inspired by the brand’s legendary Caribou™ boot.

Key Features:

• Waterproof Gore-Tex™ lining

• Rugged Vibram™ outsoles for traction

• Cushioned Livelyfoam midsoles

• Durable abrasion-resistant overlays

• Cleanable, swappable footbeds

Why the Freeze Matters

The icy reveal ties directly to SOREL’s heritage as a leader in cold-climate footwear. Freezing the sneakers symbolised a meeting of tradition and innovation — rugged outdoor DNA blending into modern sneaker culture.

This approach grabbed attention both on the streets and across TikTok and Instagram, where videos of the slow melt went viral.

Source: SOREL

From Streets to Screens

Fashion Week is known for drama, but SOREL’s ice stunt offered something different: an experiential, tactile reveal. Onlookers paused, filmed, and shared as the sneakers emerged from the melting blocks.

Beyond the Gimmick: What It Means for SOREL

The Callsign Horizon™ signals SOREL’s move into the sneaker market, while keeping performance and utility at its core.

However, the reveal sparks two important debates:

• Sustainability: how eco-friendly is an ice-heavy campaign?

• Longevity: can the sneakers live up to the buzz after the ice melts?

If the features deliver, SOREL may carve a niche in the crowded lifestyle sneaker space.

Source: SOREL

The frozen sneaker stunt could have been a gimmick. Instead, it became a brand-defining statement. SOREL showed it can merge heritage with hype, giving sneakerheads a reason to pay attention.

Discover more on the Callsign Horizon™ Collection here.

The Uncommon Breed

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