Anyone who has known Sioux for a long time probably also knows Robert Alan Packard. With his long hair and distinctive appearance, he was seen at Sioux's side at trade fairs, events, and special occasions for many years.
Robert comes from South Dakota in the USA and belongs to the Yankton Sioux. But how did his story become intertwined with that of a Swabian shoe brand from Walheim? The answer begins with a letter and Sioux's 60th anniversary in 2014.
Who is Robert Alan Packard?
Robert Alan Packard was born in South Dakota and grew up with his connection to the Yankton Sioux. Today, he lives in Germany and works as a stonemason, actor, and model, among other things.
Many may know him from German film productions. Robert appeared in "Sonnenallee," "Der Schuh des Manitu," and "Winnetou – Der Mythos lebt," among others. He also participated in other film, photo, and advertising productions.
For Sioux, however, Robert has long been more than just a familiar face.
How Robert and Sioux found each other
Their shared story began in 2014. Sioux was celebrating its 60th anniversary and was looking for a special idea for the festive anniversary evening.
The team remembered a letter that Robert Alan Packard had sent to Sioux some time before. He had sought contact with the brand himself, as his affiliation with the Yankton Sioux already connected him with our company through its name.
Contact was re-established, and Robert was invited to the anniversary.
This first encounter developed into much more than a one-time appearance: a personal and friendly connection to Sioux, which led Robert back to Walheim and the brand's events repeatedly over many years.
From Walheim to Milan to Birmingham
In the following years, Robert accompanied Sioux at numerous trade fairs and events in Germany and abroad, including Berlin, Birmingham, Brussels, Warsaw, and Milan.
He was also a frequent guest at events hosted by our retail partners. It was never just about standing in front of a camera. Robert talked to people, shared stories from his life, and became a familiar face of the brand for many visitors.
And, of course, Sioux shoes were among his regular companions. The Grashopper, one of the most famous shoes in our history, was often seen on Robert's feet.
You can find out more about this Sioux classic at [Grashopper].
Why is our brand called Sioux?
The connection to Robert almost inevitably leads to another question we are frequently asked: How did Sioux get its name?
Company founder Peter Sapper was already intensively involved with the moccasin in the early 1950s. The original construction of these shoes of indigenous North American peoples fascinated him particularly due to their special softness and the way the leather enveloped the foot.
Sapper further developed this idea for European demands and made the moccasin a central component of his young shoe brand.
When the company was founded in 1954, a name with a connection to North America was therefore obvious: Sioux.
The moccasin is still firmly associated with our brand today. Sioux moccasins are still created according to a special construction principle in which soft leather largely encloses the foot.
You can find out more about this at [Moccasin] and in our [Sioux History].
And how do you pronounce Sioux?
This question also comes up repeatedly.
The name Sioux is a historical collective term used for various indigenous groups of the Dakota, Lakota, and Nakota. In English, the word is pronounced roughly "Sue."
For the Sioux brand, however, the German pronunciation "Si-ux" has been firmly established since its founding in Walheim, Swabia. Many of our customers have known this exact pronunciation for decades.
So, anyone who talks about their favorite Sioux shoes can do so in the Swabian way with a clear conscience.
A connection that grew into more
Over the years, joint projects also emerged from the encounter between Robert and Sioux.
These included, for example, a charity campaign for the Red Cloud Indian School in South Dakota. For the campaign, white canvas Grashoppers were individually designed by various personalities and then auctioned off. The proceeds were donated to educational work on-site.
Thus, the connection to Robert went beyond events and brand communication.
Robert and Sioux – a special story
What began in 2014 with an invitation to the company anniversary developed into a connection that has accompanied Sioux for many years.
Perhaps that is the most beautiful part of this story: Robert did not come to Sioux through a classic advertising agency or a casting. He had sought the initial contact with the brand himself.
A letter turned into an encounter. An encounter turned into a friendship.
And so, for many people who have been with Sioux for a long time, Robert Alan Packard is now naturally part of our history.