Client // Arc'Teryx
Assignment // Brand Strategy · GTM Strategy · Global Campaign · Marketing Systems · Campaign Architecture · Budgeting · Insights & Measurement
Fuel to power the brand over $1B and beyond
The North Face is legend in the outdoor adventure space.
But the approach they pioneered—sponsoring the exploits of extreme outdoor athletes—is no longer as ownable or relevant as it once was.
What they need today, is a new chapter in their story. One that is true to their adventurous spirit. But can speak to a broader, wider, more diverse audience.
The Challenge
In 2022, Arc’teryx was preparing to launch its footwear category—a pivotal moment for any outdoor brand. Despite elite products and a devoted fan base, the brand remained niche. Premium pricing was justified by performance, but not widely understood. The internal marketing team, built around product storytelling, needed a new playbook to grow globally without losing credibility with the insiders who made Arc’teryx iconic.
The Insight
Consumers didn’t see the difference—“Gore-Tex is Gore-Tex, right?”—revealing a gap between technical superiority and perceived value. We uncovered a deeper truth fueling the brand’s most passionate users:
Arc’teryx isn’t just gear. It’s a belief in living with no wasted days.
This emotional platform unlocked a broader audience while strengthening the brand’s core.
Actions and Results
Two Things played the role of advisor to guide the org design and growth of the internal marketing team. In parallel we developed the strategy, campaign, systems and metrics for the global campaign so that the new marketing team would have a playbook they could put into practice immediately. As part of our process to operationalize the strategy, onboarding and inclusion of new hires was a rolling process we coordinated at every stage.
Deliverables and outcomes included:
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Brand Positioning
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Campaign Architecture and Messaging Structure
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Channel Strategy and Tactical Guidelines
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Experiential concepts for events
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Membership Guidelines and Ideation
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Production Planning and Identification of production partners
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Budget Strategy and Breakdowns (Global and NA)
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Measurement and Analytics Strategy
No Wasted Days was introduced to the public in October 2023 and continues today. It provided the tailwinds for Arc’Teryx to exceed $1B in annual revenue for the first time and it did all of this by reinterpreting the strengths of the brand in a more powerful, holistic and sustainable way. We are proud to have built the strategic, creative and systems foundation for this moment of growth.
These true stories of Next Gen trail lovers is only the beginning. In the months to come, we'll be exploring activations that actually help people discover their trail. In the meantime, thanks for listening and see you out there.
