Two Things | CaseStudy

Client // Arc'Teryx

Assignment // Brand Strategy, Go-To-Market Strategy, Brand Campaign, Brand Marketing Process and Systems, Campaign Architecture, Budget and Process Definition, Insights, Analytics and Metrics

Catalyst to $1BN:
Strategy -> Execution of Arc'Teryx's first ever global marketing effort

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.

Arc’Teryx first approached us in 2022 with a new parent company at their backs and on the precipice of launching their footwear category, which for any outdoor brand is the foundation. The brand had an elite, loyal, but niche fan base. Their product line justified a luxury price point - often double the mainstream competition, but that justification wasn't widely understood.

Their marketing team was homegrown, insider and very well versed in the product marketing playbook that had driven loyalty with their core. They needed a new playbook to connect with a significantly wider audience, without losing the loyalty of the passionate insiders, and they didn’t have much time with their global footwear launch less than a year away. Gore-Tex is Gore-Tex right? Wrong.

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:

Brand Positioning
Campaign Architecture and Messaging Structure
Channel Strategy and Tactical Guidelines
Experiential concepts for events
Membership Guidelines and Ideation
Production Planning and Identification of production partners
Budget Strategy and Breakdowns (Global and NA)
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.