In this episode, I’m joined by James Smith, General Manager at Australian footwear brand Merry People, the company turning “gumboots” into an everyday, anywhere boot.

We talk about how founder Dani Pearce spotted a gap between clunky farm rain boots and city-ready style, and turned it into a colorful, 100% waterproof product line that works from Whistler snow to Austin heat.

James shares how the team has brought this Aussie gumboot culture to the US, leaning into bold colors, “merry” branding, and a no-discount pricing philosophy.

We dig into the role that content publishers, creators, and elevated cashback and loyalty partners play in building awareness and credibility in new markets.

If you’re a publisher, creator, or brand curious about category creation and long-term partnership strategy, you’ll get a ton of ideas from this conversation.

On this episode of The Publisher's Playbook, Jerrid Grimm and Matt Robinson from BILL explore the niche world of B2B influencers and review sites and why SMBs love BILL.

Reddit is having a moment. From meme stocks to search results, Reddit posts and comments have found their way well beyond the site and into the very fabric of the internet. Nick Andrews was there before it was cool and on today's show he shares the secrets to working with mods, building your karma and promoting brands on the incredibly popular front page of the internet.

Nick's favorite subreddit: https://www.reddit.com/r/Showerthoughts/

Nick's LinkedIn: https://www.linkedin.com/in/nick-andrews-a2b1054/

ReviTrage impact.com publisher ID: 58745