
Client // Arc'teryx
Assignment // Brand Strategy, Go-To-Market Strategy and Campaign, Brand Marketing Process and Systems, Campaign Architecture, Budget and Process Definition, Insights, Analytics and Metrics
The strategy, ideas and systems for the first ever global brand marketing push on the march to $1BN.
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 the footwear category which for any outdoor brand is the ultimate frontier. The brand had an elite, loyal, but niche fan base. Their product line justified a luxury price point—often double the mainstream competition. 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.


Actions and Results
With time being of the essence recruiting of a much larger executional team internally was being managed in parallel to developing the campaign and the systems to maintain them. As part of our process to operationalize strategy, constant onboarding and inclusion of new hires became a rolling process we orchestrated at every milestone. 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 of 2023 and continues today. To quote parent company Amer Sports: “No Wasted Days is Arc’teryx’s first ever global brand campaign and the biggest marketing moment in Arc’Teryx history.” LINK. 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.

Next Gen's love of trail differed greatly from motifs past. There was very little talk of testing limits or overcoming adversity. Instead, it was more about the trail making them feel whole and human. Or in other words, like a kid again. Out there in it, with their friends, enjoying the moment rather than fretting about the past or the future.
With the work, we wanted to tell real stories about real athletes. But, in the process, broaden the definition of what it means to be an outdoor athlete. So we focused our narrative lens on trail lovers that advertisers typically ignore: hike clubs, people of color, underrepresented communities, and people with different body types.






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.









Strategy
The first assignment was to develop a brand strategy that could flex globally across categories as well as to define the positioning for their first ever foray into footwear. We conducted our own research which resulted in an internal brand playbook to guide brand marketing, product innovation and digital experience
From internal positioning we developed their first ever global brand campaign (No Wasted Days) and defined the process for internal teams to develop the work internally from a brand level down to product features.