The outdoor category is all about adventure. The more extreme the better. However, adventure is relative. What is extreme sport to one person is a walk in the park to another.
Catering to a broad audience and all levels of adventure, we wanted to create a brand that felt relevant to everyone, regardless of level of fitness and appetite for risk.
We saw adventure in a different light. Rather than being an absolute value, it became about challenging yourself.
We challenged people to:
EXPAND YOUR COMFORT ZONE
Wherever your limits are drawn and whatever your comfort zone looks like, venture outside it. One small step at the time will allow you to stretch and expand it, making room and allowing you to enjoy a new range of outdoor activities that you previously wouldn’t have dreamed of.