Hunter Boot, the British brand of wellington boots, has launched Core Concept, a new seasonless collection of water-repellent garments and accessories, including rubber coats, vinyl ponchos and backpacks with the vivid colors used also in some of the brand's newest rainboots.

The launch is backed by a global campaign titled #RainStartsPlay, which features images of models coming to life against a rainy background. The campaign will be showcased in key locations including the Piccadilly Curve in London's Piccadilly Circus and the façade of the iconic Sony building in Tokyo. It is the first time that Hunter has advertised outside the U.K. and Ireland.

The brand will offer key items from the new collection for a limited time only on Facebook and Twitter. In addition, it will share weather-related stories daily on Instagram, and link customers via weather conversations on Twitter as part of the digital campaign.

To mark the launch of the collection, Hunter will also open a number of dedicated Core Concept pop-ups at some of its wholesale partners around the world, including La Rinascente in Milan and Hinka Rinka in Tokyo.

Hunter, has being doing well recently with its new lines of outerwear and accessories, with its new brand segmentation strategy and with its international expansion. In the past calendar year, its revenues climbed by 19 percent to £113.7 million (€130.0m-$145.1m), with sales in North America up by 33 percent on the previous year.

Pentland Group, parent company of JD Sports Fashion and Berghaus, among other holdings, has a minority interest in Hunter.

More on this company in Shoe Intelligence