“The combination of a fresh perspective on what the outdoors means to them, a stable job, fit physical condition and few life distractions means they see the joy of outdoor challenge in its purest form.”
The Reawakened Athlete – someone who seeks the physical and mental highs of living life outdoors – once again comes to life in the next iteration of Odlo’s refreshed brand strategy, first revealed earlier in 2024. The summer instalment explores the mindset of the reawakened athlete: the freedom, physical challenges and magical moments they seek out in nature’s biggest arenas.
Former Olympic biathlete and brand ambassador Martin Fourcade once again takes centre stage, this time trading skis for sneakers as he pursues a meaningful life doing what he loves. As an elite athlete, Fourcade saw the great outdoors as a place for training and competition, but now, as a reawakened athlete, he enjoys it for what it is: a place of immense joy and fulfilment.
Throughout the spot we see Fourcade pursuing the sports he loves whilst enjoying moments that reward him for venturing out into the wild. “I do all this because I want to, not because I have to,” he says in the video.
Close collaboration with Lenzerheide
The new spot was shot close to home in partnership with the Lenzerheide holiday region, showcasing some of the area’s most stunning landscapes. “We’re thrilled to collaborate with Odlo to bring this project to life whilst showing off the year-round allure of Lenzerheide,” said Nicole Gysi, Brand Manager for Family & Nordic at Lenzerheide Marketing and Support AG.