Haglöfs adds new brand message, launches campaign
Outdoor apparel brand Haglöfs has said it is introducing a new brand message intended to “celebrate the mindset of people who share their authentic, joyous and free-spirited love for nature and the outdoor community”.
To introduce the new message, the brand is launching a campaign called “Our Natural Habitat”, based around the idea that “you don’t need to travel far since the greatest journey is the one that lays just beyond your front door” — a message that is particularly resonant during this time of lockdowns and restricted activity.
“As a brand, we believe in enabling people to experience the world in a different way in being progressive and thinking differently, said Haglöfs’ marketing director, Victor Adler. “We believe that life is not about where you are going, it’s the journey.”
The company said it reached out to those who share the “Outsiders by Nature” mindset — both within and outside of the company — seeking “hidden gems, secret retreats, favorite activities and tips and tricks [that are] doable within the vicinity of your own home”.
The resulting “hidden gems” will be presented via the company’s website and on its social accounts during the upcoming weeks.
