Historically, the brand has garnered widespread trust in its performance functionality, but now faces the challenge of stylish perception amongst female audiences. Aiming to increase awareness, consideration, and trust amongst women, the brand used its platform to amplify voices of barrier-breaking women, captured in the versatile, female-forward collection through the lens of the most celebrated female photographer of our generation. During the shoot, the nearly all-female cast and crew braved crashing waves, high winds, and got their feet wet crossing streams in the highlands of Northern Scotland, boldly embracing the elements in a manner symbolic of the brand’s esteemed history of craftsmanship inspired by the rugged demands of its environment. Amidst these epic landscapes, the brand showcases its performance-driven approach and a renewed focus on womenswear design, supporting a long-term plan to grow its women’s business from 48% to 60% with a focus on Gen Z and millennial targets.

Set in the highlands of Northern Scotland, this campaign tells the stories of bold and brave women who embody our Live in the Open ethos. Dramatic use of light and colour illuminates the unique characteristics of each individual woman and emphasizes the beautiful, epic backdrops and unpredictable weather of the Scottish Highlands. Artful composition creates a moment of intimacy between our subjects and the viewer, juxtaposed by the vast environment. The campaign captures the raw beauty of our protagonists and the landscape, while highlighting the performance and style of the products.

A bold and brave campaign delivers bold and brave results that exceeded the brand’s targets and expectations: the launch garnered 5B+ impressions (+80% vs. target), with 97% positive sentiment recorded, recognizing the campaign imagery and storytelling as “powerful” and “inspiring”. Amongst those who saw the campaign, 81% of consumers agree that the campaign represents a high-quality brand that caters to women (+40% vs. audiences who had not seen it), demonstrating success in shifting brand perceptions amongst female audiences. Amongst all audiences, searches for the brand climbed +97% during launch month in the US, with a +53% increase in likelihood to recommend the brand. 64% of purchasers during the launch month were Gen Z and Millennial, with 60% of consumers being new to the brand, succeeding in attracting new audiences and converting them into buyers and brand supporters.