The Brief: We need an overarching creative concept that INSPIRES the next generation of female explorers in the outdoors through powerful brand storytelling, equip them with INNOVATIVE product built for their needs outdoors and ENABLE them through powerful brand platforms that support their journey with exploration. Additionally, we need a special focus on diversity and inclusivity in the outdoors.

Our focus: self-growth, progress, and exploration within young adult females

Our media mix is set to include social media, out-of-home, TV spots, and bumper ads.