Odlo unveils new brand claim “There’s more out there” with landmark media campaign
Campaign seeks to spark a reawakening in athletes everywhere as part of refreshed brand strategy
(January 22nd, Hünenberg, CH) – Odlo, the Swiss-based performance apparel brand, is thrilled to reveal its new brand strategy, set to launch with the company’s biggest-ever media campaign this Thursday.
The new strategy, developed with London-based creative agency, AKQA, aims to inspire outdoor enthusiasts to seek physical and mental fulfilment in the outdoors through their own reawakening. Led by the claim “There’s more out there,” Odlo’s new brand direction encourages athletes to tap into what the outdoor world awakens in them and, as a result, experience moments that keep them coming back for more.
The brand believes that each person’s more is unique, and to find it, the key is to get out there: to discover new locations, push physical limits and embark on mental journeys inspired by the outdoors.
Introducing the reawakened athlete
“Our new muse, whom we’ve dubbed ‘the reawakened athlete,’ is a concept that really transcends across all ages,” said Odlo CEO Daniel Eppler. “It defines anyone who has a fresh perspective on what the outdoors means to them. Someone who goes out into nature to train, get reenergised and clear his or her mind.”
“Through our new brand direction, Odlo’s aim is to heighten the outdoor experience by inspiring a reawakening in every athlete,” added Eppler.
Biathlete legend Martin Fourcade fronts new campaign
The brand’s new direction will be launched with a media campaign featuring former biathlete and Odlo’s global brand ambassador Martin Fourcade. As an elite athlete, Fourcade saw the great outdoors as a place for training and competition, but now he enjoys it for what it is: a place of immense joy and fulfilment. The creative follows Fourcade as he pursues the sports he loves whilst enjoying moments that reward him for venturing out into the wild. “I’m not in a race anymore,” Fourcade says in his voiceover. “Not against time, myself or anyone else. I’m out for something different."
Shot close to Odlo’s Hünenberg headquarters and in partnership with Lenzerheide holiday region, the campaign shows off some of the area’s most stunning landscapes and hopes to prompt reawakened athletes to lean into the rewards of outdoor pursuits.
Launching this Thursday January 25th, the media campaign is set to be the biggest in the brand’s history. Executed by Odlo’s newly appointed global media agency, Mediaplus, the multi-touchpoint digital media strategy will include online video and display, digital outdoor and social media activations. A preview of the hero 30-second spot can be seen here.
