Northwind Outdoor

Northwind had spent thirty years selling gear specs to hardcore enthusiasts. Their problem in 2024 was that the next generation of outdoor customers cared more about community and purpose than pack weight. We repositioned the campaign around one idea: the outdoors belongs to everyone who shows up for it.

Twelve short films. A partnership with 40 grassroots trail crews across six states. OOH in six metro markets featuring real crew members, not models. Digital drove 2.1M organic impressions in the first 60 days. Wholesale accounts grew 18% year-over-year and DTC conversion improved by 31%.