Kathmandu Launches New Purpose and “We’re Out There” Brand Platform

Outdoor lifestyle brand Kathmandu has today shared its new brand positioning via Special Group, which builds on the company’s brand heritage of improving people’s lives by getting more people out there in nature.

As part of its new positioning Kathmandu shared its new purpose to improve the wellbeing of the world through the outdoors. As a registered B-Corp Kathmandu has always put people and planet first and is a leader in the environmental space. As part of this mission they announced their new brand platform and attitude ‘We’re out there’ which aims to inspire a new generation to feel the benefits of being outside.

Appointed following a broader business transformation pre-covid-19, Kathmandu’s first-ever chief customer officer Eva Barrett lead the global rebrand, and said today’s announcement has been more than 12 months in the making. Building off the insight that the benefits of being out in nature are universal, the new purpose and platform celebrates being out there in nature in a fun, spontaneous and inclusive way.

Says Barrett: “It’s not about climbing a mountain or what you do in the outdoors, but how the outdoors makes you feel. ‘We’re out there’ reflects the spirit and attitude of Kathmandu.

“Kathmandu has always known that being outdoors is transformative. Science has shown that it changes our brains for the better. When we spend time out there our stress goes down, our empathy goes up and we become more creative and happier.

“That means we act differently. Nature makes us more happy and open and free and fun. It’s a beautiful truth that Kathmandu wants to celebrate.”

The consensus of scientists and academic research also support Kathmandu’s renewed mission, with a study of 20,000 people published in the scientific journal Nature, showing those who spent two hours a week in green spaces were substantially more likely to report good health and psychological wellbeing.

Along with the brand relaunch, Kathmandu is showcasing a range of jackets inspired by the vibrant colours of nature.

“One of the reasons nature can so profoundly affect us is because there is such an abundant variety of colour ‘out there’ – it stimulates our brains and delights our senses. Expanding our colour offering in our best loved, iconic styles, will have similar effects.”

Says Nils Eberhardt, creative director, Special Group: "We know being outdoors is good for us and changes us, for the better and sometimes even the weirder. By creating ‘We’re Out There’, we wanted to celebrate this truth and encourage more Aussies and Kiwis to get out and experience the freedom of the outdoors.”

An integrated advertising campaign featuring the new brand platform ‘We’re out there’ will go live from May 6th, consisting of TV, radio, digital, PR and social. A refreshed brand identity is also part of the launch.