Gearing up a legacy outdoor brand for the D2C market

Mountain Hardwear wanted to reboot its image in the outdoor industry. Born in the early ’90s, the legacy brand had an aging audience and a traditional retail model. They wanted to embrace a new generation of outdoor enthusiasts and behave like a fresher direct-to-consumer brand.

We drove creative direction, content, and event experiences for the Mountain Hardwear team to leverage on social, retail and e-com in order to get the industry reacquainted and re-energized about the brand. We focused on the maker culture and freethinking ethos that defines the Mountain Hardwear way, using psychedelic undertones and mash-ups of both the analog and the digital to express the technical build of their equipment and the creativity of the climbing spirit.

The effect was a revived POV for Mountain Hardwear where the established climbing core and the new mountain enthusiasts both had a place within the brand, on the rock wall, and at the local mountain.