The Eddie Bauer brand has been around for almost 100 years, and along that journey the brand lost its focus. Known more for their casual khakis and flannels than for their technical outerwear and outdoor heritage, our goal was simple: make the brand relevant again for today’s active outdoor enthusiast. To start that conversation we created the brand’s first national TV spot and a range of print ads that leveraged Eddie’s credible but unknown history. Emphasizing the company’s use of certified outdoor guides over athletes, we aligned the brand with the audience belief that the outdoors are a playground to be shared together, not an arena to be conquered alone. This belief is in stark contrast with much of the outdoor industry, which remains focused on the bloody struggle and epic personal achievements alone on the top of the mountain.