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.
What We Did
Two Things partnered across strategy, creative, and organizational design to build Arc’teryx’s first global brand and marketing engine.
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Developed a global brand platform and positioning
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Built the campaign architecture, messaging system, and channel strategy
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Designed membership experiences to be realized through app ecosystem and physical stores
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Designed measurement and analytics frameworks and KPI’s
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Delivered budgeting strategy and production planning
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Advised on marketing organization structure and onboarded new hires as the team scaled
The work established not just a campaign, but a repeatable, scalable marketing system for ongoing global growth.
The Result
No Wasted Days launched in October 2023 and reintroduced Arc’teryx to the world with a message that was both expansive and deeply authentic.
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Global revenue was $941.2M as of September 2023 when the campaign launched
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The campaign helped propel Arc’teryx past $1B for the first time
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Growth continued, pushing the brand to $1.2B+ by end of 2024
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The strategic and operational foundation we built continues to power global marketing at scale
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.
