Behind there’s more out there and Odlo’s new brand campaign

BY : MALLORY BRITTON • 19.01.2024

Change is in the air at Odlo. We’re stoked to finally reveal our new brand strategy, which 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 us and, as a result, experience moments that keep us coming back for more.

More purpose. More spontaneity. More joy. We believe each person’s more is unique, and to find it, we have to get out there: to discover new locations, push physical limits and embark on mental journeys inspired by the outdoors.

The new strategy – developed with London-based creative agency, AKQA, redefines the brand’s vision, mission and protagonists: outdoor devotees who are reawakened by the physical and mental stimulation of outdoor experiences.

“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 in an on-location interview during the content production.

Creative campaign featuring Martin Fourcade

The new brand direction kicks off with our recently released brand campaign video, prompting reawakened athletes to lean into the rewards of outdoor pursuits. It features former Olympic biathlete Martin Fourcade as he views the outdoors through a new lens.

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’m not in a race anymore,” Fourcade says in his voiceover. “Not against time, myself or anyone else. I’m out for something different."

The new ad spots were shot close to home in partnership with the Lenzerheide holiday region, and they show off some of the area’s most stunning landscapes.

The 30-second spot airs late January.

Developing key partnerships

Part of the brand's new strategy involves expanding partnerships with athletes and federations. We’re thrilled to have Fourcade signed on as our Global Brand Ambassador, where he serves not only as the face of our brand, but also plays an integral role in creating product.

“I grew up watching my idols win while wearing Odlo and later wore it myself throughout my professional career, so I'm honoured to now be part of the Odlo family,” said Fourcade. “I’m very excited to grow together and to inspire others with a year-round, multi-sport passion for the outdoors.”

The brand will continue this narrative in subsequent seasons, working with Selina, Elisa and Aita Gasparin – three of Switzerland’s best-known biathletes who hail from the Engadin valley. With an Olympic silver medal and 11 World Cup podiums between the trio, they each have a unique story to tell as pioneers of Swiss biathlon, as women in sport and as reawakened athletes. Other high-visibility partnerships include the world’s second-largest XC ski event, the Engadin Skimarathon, and Val d’Isere’s High Trail Vanoise.

As Odlo looks forward, we continue to live for the limitless potential of personal podiums and shared experiences. And from the Swiss Alps, we’ll keep developing clothing for those who know that whatever lies ahead – there’s always more out there.