The second season of streaming series “Landman” debuts Nov. 16 on Paramount+, and Wolverine is set to have a new starring role.

The boot brand, a division of Wolverine Worldwide, has inked a deal with 101 Studios and Paramount encompassing product and branding integration in multiple episodes this season. Also included is paid media and licensing of the show’s IP.

“Landman” is the latest drama from writer and producer Taylor Sheridan, creator of the highly influential “Yellowstone” show and its various offshoots. As with his other series, Sheridan is fascinated with hard work, and this time he turns his lens on the Texas oil industry, depicting both the drama and danger of the business. Stars Billy Bob Thornton, Demi Moore and Ali Larter return for the second season, with Sam Elliott joining the cast.

Wolverine chief marketing officer Scott Schoessel said this is the first such entertainment deal for the brand, adding that his team was drawn to the show’s authenticity. “What we love so much about ‘Landman’ is that it’s so laser focused on the trade of oil and oil exploration. The realness of how the show comes to life was a major draw.”

Then, of course, there’s the show’s ratings success. “Landman” had 35 million global streaming viewers for its premiere episode in 2024, according to Paramount+, making it the most watched global premiere — and finale — of any series in the network’s history.

Within that viewing audience, Schoessel sees a great deal of crossover with his core customer. “The viewership and the Wolverine audience, they’re almost one in the same,” he said. “The attitudes of those watching the show, the age range of those watching and engaging, it all matches up perfectly with where Wolverine has continually targeted [our messaging] in the past.”

During season two, the show will feature Wolverine’s best-selling Rancher, a pull-on Western style; as well as its newly introduced Alpha Infinity 6-inch boot, a more traditional laced work silhouette.

Over the past few years, Sheridan’s “Yellowstone” hit has helped to fuel the Western fashion boom that’s still sweeping both the men’s and women’s markets. And while “Landman” costumers have a similar fondness for ten-gallon hats, Schoessel said Wolverine isn’t looking to join a fashion wave.

“[The show is] going to be more influential in terms of the reality of working in the trades and how hard it can be and how rewarding it can be — but being prepared being the number one story,” he said. “A lot of the show is about what’s happening with the actual work, what happens when you have the right tools and when you don’t have the right tools. And that’s what’s exciting to us.”

Wolverine has upped its marketing game in recent years with unexpected collaborations and partnerships. In March, for instance, it teamed up with multiplatinum singer and songwriter Jordan Davis, first to curate a special selection of boots, apparel and accessories, and then in September the two launched a full collab collection.

Schoessel said Davis was a good fit for the brand because he comes from a farming family.

“We don’t do a lot of these [partnerships], but when we do, we put a tremendous amount of effort into bringing them to life, and making sure it makes sense and resonates with our target,” he said.

As for why that effort is necessary, it all comes down to increased competition in the work boot category. For instance, direct-to-consumer phenom Brunt expanded into wholesale last year and in October, German athletic giant Adidas announced a licensing deal to create safety footwear.

“There are some very viable competitors we respect,” Schoessel said. “We study what they’re doing and how they’re positioning their businesses and their brands. But at the end of the day, we’re going to focus on what we need to do and be at the forefront of where we believe our consumer is.”