Justin Vernon lives in Wisconsin, which means he’s buried under a shit-ton of snow much of the year, and he needs a sturdy pair of boots. Maybe that’s why he’s just lined up an endorsement deal, of sorts, with Red Wing Boots, starring in the first installment of their “Made In The Land Of Wheat And Maize” video series. In the five-minute video, Vernon tells a capsule version of his life story and rhapsodizes about his Eau Claire hometown. He also does Man Shit like building a fire and fixing a pickup truck. Vernon never mentions boots, but the directors make sure to get in a couple of close-ups of his feet. Watch it below.

How many ads does Vernon have to be in before we start calling him the Indie Jordan or something?