Odlo launches the biggest media campaign in the company's history

Odlo, the Swiss manufacturer of performance sportswear, has a new brand strategy - and is presenting it in conjunction with the company's most extensive media campaign to date. The strategy, developed together with London-based creative agency AKQA, aims to reawaken and inspire outdoor enthusiasts to seek fulfillment for body and soul in nature. At the center of the new brand direction is the claim "There's more out there". With this, Odlo wants to encourage athletes to feed the fire that nature ignites in them so that they experience moments that they always want more of.

New concept

The brand is convinced that more looks different for everyone. Sports enthusiasts can find it out there: by discovering new places, pushing their physical limits and sending their spirit on a journey inspired by nature. "Our new muse is 'reawakened athletes' - a concept that cuts across all age groups," says Odlo CEO Daniel Eppler. "We use it to describe all those who have gained a new perspective on what nature means to them. People who go out to train, recharge their batteries and clear their heads. With our new brand direction, we are pursuing the goal of making every outdoor activity a real experience by reigniting the passion of all athletes for movement in nature."

Biathlon legend Martin Fourcade as the face

The new brand orientation is accompanied by a media campaign featuring the former biathlete and Odlo's global brand ambassador Martin Fourcade. As a professional athlete, nature was a place where the Frenchman trained and competed. Today, he enjoys it in its purest form: as a place of fulfillment that brings him joy. The Creatives show Fourcade pursuing his favorite sports and soaking up the moments that reward him for his excursions into untouched nature.

The campaign, which was shot not far from Odlo's headquarters in Hünenberg in collaboration with the Lenzerheide vacation region, shows some of the region's most breathtaking landscapes from their most beautiful side and aims to encourage reawakened athletes to enjoy their outdoor activities to the full and with full awareness.

The starting signal for the largest media campaign in Odlo's history to date will be given on January 25. The digital media strategy is being carried out by Odlo's new global media agency Mediaplus and encompasses a whole range of touchpoints, including online advertising spots and display advertising, digital outdoor advertising and social media activations.

Big plans for the future

Another key part of Odlo's new brand strategy is the expansion of partnerships with athletes and federations. The company is delighted to have secured the successful biathletes Selina, Elisa and Aita Gasparin as brand ambassadors to lend a face to its marketing campaign for fall/winter 2024.