Outdoor lifestyle brand Kathmandu has shared its new brand positioning, which builds on the company’s brand heritage of improving people’s lives by getting more people out there in nature.
As part of its new positioning Kathmandu shared its new purpose to improve the wellbeing of the world through the outdoors.
As a registered B-Corp Kathmandu has always put people and planet first and is a leader in the environmental space. As part of this mission it announced its new brand platform and attitude, We’re Out There, which aims to inspire a new generation to feel the benefits of being outside.
Appointed following a broader business transformation pre-COVID-19, Kathmandu’s first chief customer officer Eva Barrett lead the global rebrand.
Barrett says today’s announcement has been more than 12 months in the making.
Building off the insight that the benefits of being out in nature are universal, the new purpose and platform celebrates being out there in nature in a fun, spontaneous and inclusive way.
“It’s not about climbing a mountain or what you do in the outdoors, but how the outdoors makes you feel. We’re Out There reflects the spirit and attitude of Kathmandu,” Barrett says.
“Kathmandu has always known that being outdoors is transformative. Science has shown that it changes our brains for the better. When we spend time out there our stress goes down, our empathy goes up and we become more creative and happier.”
“That means we act differently. Nature makes us more happy and open and free and fun. It’s a beautiful truth that Kathmandu wants to celebrate.”
The new brand campaign was created by independent agency Special Group Australia.
"We know being outdoors is good for us and changes us, for the better and sometimes even the weirder," Special Group Australia creative director Nils Eberhardt says.
"By creating We’re Out There, we wanted to celebrate this truth and encourage more Aussies and Kiwis to get out and experience the freedom of the outdoors.”
An integrated advertising campaign featuring the new brand platform We’re Out There will go live from 6 May, consisting of TV, radio, digital, PR and social.
A refreshed brand identity is also part of the launch.
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