New Zealand outdoor brand, Kathmandu, today announces it is entering a new era, marked by stronger ties to its Kiwi heritage, the introduction of an all-new product category, and the launch of an evergreen brand campaign.
Born in Christchurch in 1987, Kathmandu’s New Zealand heritage is written deep in its DNA, with the New Zealand wilderness first sparking the brand’s passion for the outdoors. Identifying this overwhelming importance, Kathmandu will lean more intentionally into its roots, actively pursuing a deeper connection to Aotearoa and channeling it through all areas of business, from product design, product categories, marketing campaigns, in-store experience, brand partnerships, and more.
Responding to the emerging trend of consumers choosing the outdoors as their training ground, Kathmandu also announces the launch of its all-new product category: Outdoor Active. Outdoor Active joins Hike and Adventure Travel as Kathmandu’s core product focuses, and, in its first iteration, is designed for consumers who value spontaneity and short bursts of outdoor activity within their daily routine, prioritising versatility, adaptability and comfort. Kathmandu’s Outdoor Active category, named the ‘Seeker’ range, will continue to expand over the next two years.
Also launching this month is Kathmandu’s new evergreen brand campaign - Come Find Us. We’re Out There.: an invitation, to all, to join Kathmandu out there, to experience the transformative power of nature together.
In Kathmandu’s first work with Auckland-based creative agency, Motion Sickness, Come Find Us. We’re Out There. marks an authentic shift toward showcasing the ruggedness and realness of New Zealand’s outdoor landscape, while communicating the happiness humans experience inside when they spend time outside. Captured entirely on Great Barrier Island – 100km off the coast of Auckland, accessible only by tiny plane or slow rolling ferry, and home to approximately 1,000 permanent residents - the campaign showcases all the beautiful aspects of being out in New Zealand’s wild spaces.
Beyond the untouched landscape, Come Find Us. We’re Out There. celebrates the people of Barrier. The locals demonstrate what it means to live truly out there, and because of this, Kathmandu invited them to take part in the campaign. Captured in a makeshift studio in the island’s local community hall, the nine successful applicants (of 150 auditions) posed candidly, styled in new season Kathmandu gear, paired with their own much-loved pieces, and proudly embracing their rich culture and unfiltered personalities.
Further cementing the campaign’s Kiwi spirit is the film’s voiceover, by retired New Zealand radio icon, Kim Hill, and bespoke music produced entirely by up-and-coming Auckland-based music producers.
Kathmandu’s General Manager of Marketing, Jo O’Sullivan, explains:
“This is a significant moment in Kathmandu’s brand history, and one we are proud to share.”
“New Zealand, and all it represents, is the essence of Kathmandu’s story, and we are excited to celebrate our heritage in all we do moving forward. New Zealand’s wilderness continues to inspire us not only to get out there more often, but also to create thoughtfully designed, sustainably made gear to help our community do the same.”
“Come Find Us. We’re Out There. sets a new tone for our brand, leaning into what made us fall in love with the outdoors over 30 years ago. It’s the peace, connection and meaning we discover while out there, and this campaign invites our community to join us in experiencing that together.”
Kathmandu’s Come Find Us. We’re Out There. campaign is live now across Australian TV, out of home, online and social media platforms, and will be in market for 12 months, until August 2025. Kathmandu’s all-new Seeker range is also available, from now, in-store and online.
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