“Outdoor for everyone”, the new Polartec campaign
Images and more than 30 different enthusiasts to tell that there is no single way to experience the outdoor world.
An initial focus group that brought out the need to tell the world stories of inclusiveness and diversity, this is what started the new digital campaign of Polartec, a brand now leader in the production of innovative and sustainable textile solutions.
“Outdoor for Everyone” is the title that opens a work strongly desired by the brand, which chooses to bet everything on a new and open storytelling, made in collaboration with 13 different directors from all over the world: each of them had a very precise task: to choose a type of outdoor activity, a time of day and some verses of the song “Colors” by the Black Pumas with which to confront in order to create their own part of the narrative.
A final video that, in addition to Polartec’s voice, aims to bring out important topics, such as inclusion and participation.
“We wanted to show the true nature of outdoor enthusiasts as a diverse group of people who simply love being outdoors – said David Karstad, VP Marketing and Creative Director at Polartec –“This has been true since the origins of the outdoor market, although our industry has not always stood out for inclusiveness in its storytelling. Opportunity and access are crucial steps for inclusion and inspiration. Steps that ensure there is a next generation of outdoor enthusiasts driven to share their passion, defend nature and preserve our collective right to enjoy it.”
Abbie Cooper, being authentic to include
With over a decade of experience in the outdoor industry, Canadian Abby Cooper has managed to combine her passion for storytelling and content creation with the world of sport. Having always been used to moving between Canada and the USA, she came into contact with people who were new and different from her at a young age, which is why she gave inclusivity and diversity a very important role in her life. According to her philosophy of life, authenticity is the key to greater inclusivity, even in the world of outdoor brands: her contribution to the Polartec project stems from the desire to bring this value within everyone’s reach, trying to inspire new generations and those who do not know the outdoor world.
Kopal Goyal, film and climbing to make his India known
Her first film debuted at the BANFF 2020 edition and the success that came has allowed India’s first film-maker and rock climber to make her reality known. A movement that has been able to inspire Indian women, helping them to emerge from the media oblivion to which they have always been relegated: “Project Wild Women” tries every day to make thousands of women follow the same path of awareness as Kopal, who thanks to climbing has managed to emerge within a predominantly male international market.
The campaign was launched during the Outdoor Retailer Snow Show in Denver at the end of January.
