New Zealand outdoor brand, Kathmandu is entering a new era, marked by stronger ties to its Kiwi heritage, the introduction of a new product category, and the launch of an evergreen brand campaign.
Born in Christchurch in 1987, the New Zealand wilderness first sparked the Kathmandu brand’s passion for the outdoors. Identifying this overwhelming importance, Kathmandu is leaning more intentionally into its roots, actively pursuing a deeper connection to Aotearoa and channelling it across the business, from product design, product categories, marketing campaigns, in-store experience, brand partnerships, and more.
Responding to the emerging trend of consumers choosing to train outdoors, Kathmandu is delivering a new product category – Outdoor Active – which joins Hike and Adventure Travel as its core product focuses.
In its first iteration, Outdoor Active is designed for consumers who value spontaneity and short bursts of outdoor activity within their daily routine, prioritising versatility, adaptability and comfort. The category, named the ‘Seeker’ range, will continue to expand over the next two years.
Also launching this month is Kathmandu’s new evergreen brand campaign – Come Find Us. We’re Out There. which is an invitation to all to join Kathmandu and experience the transformative power of nature together.
In Kathmandu’s first work with Auckland-based creative agency, Motion Sickness, Come Find Us. We’re Out There. marks an authentic shift toward showcasing the ruggedness and realness of New Zealand’s outdoor landscape, while communicating the happiness humans experience inside when they spend time outside.
Captured entirely on Great Barrier Island – 100km off the coast of Auckland – accessible only by plane or ferry, and home to approximately 1,000 permanent residents, the campaign showcases the beauty of being in New Zealand’s wild spaces.
Come Find Us. We’re Out There. celebrates the people of Barrier. The locals demonstrate what it means to live truly out there, and because of this, Kathmandu invited them to take part in the campaign. Captured in a makeshift studio in the island’s local community hall, the nine applicants posed candidly, styled in new season Kathmandu gear, and proudly embrace their rich culture and unfiltered personalities.
Further cementing the campaign’s Kiwi spirit is the voiceover by retired New Zealand radio icon, Kim Hill, and bespoke music produced entirely by Auckland-based music producers.
Kathmandu general manager of marketing, Jo O’Sullivan said, “This is a significant moment in Kathmandu’s brand history, and one we are proud to share. New Zealand, and all it represents, is the essence of Kathmandu’s story, and we’re excited to celebrate our heritage in all we do moving forward.
“New Zealand’s wilderness continues to inspire us not only to get out there more often, but also to create thoughtfully designed, sustainably made gear to help our community do the same. Come Find Us. We’re Out There. sets a new tone for our brand, leaning into what made us fall in love with the outdoors over 30 years ago – the peace, connection and meaning we discover, and this campaign invites our community to join us in experiencing that together.”