Outdoors Are For Everyone: the inclusive campaign by Polartec
Polartec, a brand of Milliken & Company and a leading manufacturer of innovative and sustainable textile solutions, decided that before launching its next digital campaign it would listen to diverse communities. Based on a focus group, the Outdoors Are For Everyone campaign aimed at celebrating diversity in the outdoors was launched earlier this year.
“After convening a focus group with people from different communities, the broader scope of the project became clear: a commitment to show diversity in outdoor enthusiasts is made more legitimate by further expanding the opportunities” said Steve Layton of Polartec. .
The two-minute video that was presented to open the dance campaign to the notes of Colors by the Black Pumas, a band nominated for a Grammy Awar, and includes contributions from 13 directors from the United States, Japan, France, India, Canada and Navajo Nation . The campaign features, in addition to the directors themselves, 30 outdoor enthusiasts who wear products from sixteen different brands, all partners with Polartec.
“While a single video project cannot solve a decade-long lack of representation in the outdoor market, it is the beginning of how we are all changing our approach from now on” Layton later explained.
The goal is to show how the joy of living outdoors can unite us all, focusing everything on diversity. “The industry has long focused on those who are already passionate. This hasn’t left much room to appeal to a more diverse audience. There is a real desire to appeal to practitioners at all skill levels and, on the part of businesses, to increase diversity in their workforce. I think brands that have outdoor as their core business take this challenge seriously. “
If you want to learn more about Polartec’s Outdoors Are For Everyone campaign you can check out this website!
