At the 2026 Westminster Dog Show, Johnston & Murphy made its debut not just as a sponsor, but as a brand that belonged. Instead of a traditional campaign, we introduced Shew Toys. A limited-edition line of plush chew toys inspired by real Johnston & Murphy shoes, designed to give dogs something better to chew on. We launched like a coveted sneaker drop, the collection built momentum through social teasers, dog-led unboxings, and an exclusive online release. It culminated in a live debut on stage at Westminster Dog Show where some of the world’s most celebrated dogs put them to the test.