‘New Zealand’s wilderness continues to inspire us’: Kathmandu launches new heritage-rich platform and product category
Outdoor brand, Kathmandu, has entered a new chapter in its story with the release of a new product category, campaign, and a new creative direction that celebrates its ties to Aotearoa (New Zealand).
The brand’s new ‘Come Find Us. We’re Out There.’ is an evergreen platform that shines a spotlight onto New Zealand’s wilderness and its ability to boost peoples’ moods once they are in nature.
It’s the first piece of work Motion Sickness, a creative agency based in Auckland, has done for Kathmandu.
The platform’s visuals were shot on location at Great Barrier Island – a sizeable landmass 90km away from Auckland with 1000 permanent residents.
The campaign places the locals front and centre with nine of them (150 people auditioned to take part in the work) styled in Kathmandu’s new season garments and their own items and posing for the camera. The photographs were taken at local community hall which had been converted into a studio for the project.
By capturing its subjects in candid poses, ‘Come Find Us, We’re Out There.’ leverages the power of culture and its models’ authentic personalities – a direct reference to Kathmandu’s intention to embrace its heritage of being Aotearoa born.
“This is a significant moment in Kathmandu’s brand history, and one we are proud to share,” said Jo O’Sullivan, general manager of marketing at Kathmandu.
“New Zealand, and all it represents, is the essence of Kathmandu’s story, and we are excited to celebrate our heritage in all we do moving forward.
“New Zealand’s wilderness continues to inspire us not only to get out there more often, but also to create thoughtfully designed, sustainably made gear to help our community do the same.
“Come Find Us. We’re Out There. sets a new tone for our brand, leaning into what made us fall in love with the outdoors over 30 years ago. It’s the peace, connection and meaning we discover while out there, and this campaign invites our community to join us in experiencing that together.”
The campaign’s film also features the voice of Kim Hill – a “retired New Zealand radio icon”, and custom music from Auckland-based producers.
‘Come Find Us. We’re Out There.’ is officially live on social media, out of home, Australian TV and online channels. It will run until August 2025.
Meanwhile, the product category, Outdoor Active, also known as the ‘Seeker’ range, was created to serve as a core product for the brand (alongside its Adventure Travel and Hike offerings).
Set to grow in the next two years, it caters to people who prefer short forms of outdoor activity, providing them with the items they need to embrace comfort, versatility and adaptability.
The range is readily available in store and online now.
Moving forward, Kathmandu is expected to further channel its connection to its heritage and New Zealand, and inject it into all aspects of its business, such as product categories, in-store experiences, product design, brand partnerships and marketing campaigns.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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