Swiss sportswear brand Odlo has unveiled a new brand strategy, which will be unveiled on Jan. 25 in combination with the company’s most extensive media campaign to date. The strategy, developed with London-based creative agency AKQA, is designed to “reawaken” outdoor enthusiasts and inspire them to seek fulfillment for body and soul in the great outdoors. At the center of the new brand direction is the claim “There’s more out there.” Odlo wants to encourage athletes to feed the fire that nature ignites in them, so that they experience moments that they always want more of.
Reawakened athletes
“Our new muse is ‘reawakened athletes’ - a concept that runs across all age groups,” says Odlo CEO Daniel Eppler. “We use this term to describe all those who have gained a new perspective on what nature means to them. People who go out to train, recharge their batteries and clear their heads. With our new brand direction, we aim to turn every outdoor activity into a real experience by reigniting the passion of all athletes for movement in nature.”
Martin Fourcade is the face of the new campaign
The new brand positioning is accompanied by a media campaign featuring the former biathlete and Odlo’s global brand ambassador Martin Fourcade. As a professional athlete, nature was a place where the Frenchman trained and competed. Today, he enjoys it as a place of fulfillment that brings him immense joy. “I don’t race anymore,” says Fourcade’s voice from off-screen. “Not against the clock, against myself or against others. Now I’m driven by something else.”
The campaign, shot not far from Odlo’s headquarters in Hünenberg, Switzerland, in collaboration with the Lenzerheide vacation region, shows some of the region’s most breathtaking landscapes at their best and aims to encourage reawakened athletes to enjoy their outdoor activities to the full and with full awareness.
A central part of Odlo’s new brand strategy is also the expansion of partnerships with athletes and federations. The company has already recruited the successful biathletes Selina, Elisa and Aita Gasparin as brand ambassadors, who will lend a face to its marketing campaign for fall/winter 2024.
Implemented by Odlo’s new global media agency Mediaplus, the new digital media strategy includes online commercials and display advertising, digital outdoor advertising and social media activations across a range of touchpoints.
