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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

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