Kathmandu launches new brand platform in first work from Special Group

Kathmandu has relaunched its brand platform and positioning with a campaign called ‘We’re Out There’, created by Special Group in its first work for the B-Corp.

The platform launches with an integrated advertising campaign and a refreshed brand identity. Part of the new positioning includes Kathmandu’s new purpose to improve wellbeing through the outdoors.

A study of 20,000 people published in the scientific journal Nature found that people who spend two hours a week in green spaces were more likely to report good health and psychological wellbeing.

The TVC takes this insight and celebrates the happiness to be found in nature. People using and wearing Kathmandu products admire leaves, jump in cold water, bask in the sunshine, and slide in the snow.

Eva Barrett, chief customer officer at Kathmandu, said: “It’s not about climbing a mountain or what you do in the outdoors, but how the outdoors makes you feel. ‘We’re out there’ reflects the spirit and attitude of Kathmandu.

“Kathmandu has always known that being outdoors is transformative. Science has shown that it changes our brains for the better. When we spend time out there our stress goes down, our empathy goes up and we become more creative and happier.

“That means we act differently. Nature makes us more happy and open and free and fun. It’s a beautiful truth that Kathmandu wants to celebrate.”

Barrett, who led the global rebrand, joined Kathmandu in July 2020 as its first chief customer officer.

Kathmandu has refreshed its brand for the first time in 30 years

Nils Eberhardt, creative director at Special Group, said: “We know being outdoors is good for us and changes us, for the better and sometimes even the weirder. By creating ‘We’re Out There’, we wanted to celebrate this truth and encourage more Aussies and Kiwis to get out and experience the freedom of the outdoors.”

Dentsu’s iProspect also worked on the relaunch. Kathmandu became a client of iProspect, then Vizeum, in September 2019.

The campaign for “We’re Out There” will go live from today (6 May), and consists of TV, radio, digital, PR and social.


Special Group Australia


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