“Without the help of Daniel and the BTFL team, we would have never been able to strategically launch Shultz~Kaufman successfully at the Grammys™. They brought creative solutions, were nimble and executed all parts of the campaign flawlessly.”

– Matt Shultz, Cage The Elephant


Develop a timeless footwear brand and launch its flagship boot as Cage The Elephant stepped onto the Red Carpet at the Grammys™.


BTFL handled brand strategy and development, website development and e-commerce integration, photo shoots (artist and product), influencer seeding, PR and social media management.


Cage The Elephant was nominated for “Best Rock Album” at the 2017 Grammy Awards™ and wanted to launch a time capsule footwear collection, Shultz~Kaufman. Matt Shultz (lead singer) is notoriously known for his fashion and stylish outfits, so when he teamed up with the co-designer of the line, Paul Kaufman of PSKaufman, the results were incredible. Paul was a long-time designer for Doc Martens and credited with designing some of the more music-inspired footwear.


Cage The Elephant turned up at the Grammys™ and won “Best Rock Album” with Shultz~Kaufman receiving a personal thank you from the stage.

Within 24 hours there were over 20,000 site visits, 1,600 social media followers and media coverage across multiple outlets including Billboard and E!

SOLD OUT of the Detroit Chelsea Dalmatian boots that were worn by Matt Shultz, lead singer of Cage The Elephant

“We feel so incredibly and over-abundantly blessed,” Cage the Elephant’s frontman and vintage-lover Matt Shultz told Billboard. Shultz is also a budding footwear designer, collaborating with longtime Doc Marten designer Paul Kaufman on a limited edition line of Shultz-Kaufman boots. –Billboard