We put the product in the hands of the most committed and renowned outdoor athletes, allowing their experience and input to create a layered digital narrative that later became the basis for a fully integrated campaign. With NeoShell, we “Liberated the Veterans of Adventure.” Now there would be no doubt that NeoShell had helped outdoor athletes escape the confines of traditional fabrics.

With its first venture into waterproof, Polartec had overcome deep-rooted scepticism, and achieved its most successful product launch in over a decade. Resulting trade booth traffic was 40 percent higher and ultimately 30% more of the world’s leading outdoor brands chose to integrate NeoShell into their apparel lines.