Mountain Hardwear
Giving old mountain heritage a new trail vibe.
Climbing is Creative
Industry
Outdoor Apparel
Services
Brand & Season Campaign, Retail Design, Digital Design, Sell-in/Sell-through Activation
Launched
2018
Challenge
Mountain Hardwear wanted to reboot its image in the outdoor industry. Born in the early 90s, the legacy brand had an aging audience and a traditional retail model. They wanted to embrace a new generation of outdoor enthusiasts and behave like a fresher direct-to-consumer brand.
Approach
“Climbing is creative” was the idea that drove creative direction, content, and event experiences for the Mountain Hardwear team to leverage on social, retail and e-com in order to get the industry reacquainted and re-energized about the brand. We focused on the maker culture and freethinking ethos that defines the Mountain Hardwear way, using psychedelic undertones and mash-ups of the analog and digital to express both the technical build of their equipment and the creativity of the climbing spirit. The effect was a revived POV for Mountain Hardwear where the established climbing core and the new mountain enthusiasts both had a place within the brand, on the rock wall, and at the local mountain.
Results
2018 outdoor expo booth experience winner
