The "There's more out there" campaign was launched in January 2024 as part of Odlo's new brand strategy. It focuses on people who seek physical and mental fulfillment in nature. The videos explore how these unique outdoor experiences enrich their lives. They are intended to inspire all sports enthusiasts to rediscover their passion for exercise in nature. The Leading roles in the current campaign video play the Swiss biathlon stars and Odlo brand ambassadors Selina, Elisa and Aita Gasparin.
The video shows the athletes as fun-loving outdoor enthusiasts and the special chemistry that exists between the sisters. It also expresses the joy they experience when cross-country skiing together. "On days like these, it's not about training, competing or winning," explains Aita Gasparin. "It's all about the moment. For a moment, we are children again and the mountains are our playground. We are free there. We are one."
The latest brand campaign from functional clothing manufacturer Odlo was launched on Monday. Once again, everything revolves around the new brand claim "There's more out there", which was presented at the beginning of 2024 together with Odlo's new brand strategy (Werbewoche.ch reported). With the new brand direction, Odlo wants to give athletes fresh inspiration and rekindle their enthusiasm for nature - so that they can experience outdoor moments that they want more and more of.
The summer campaign continues to focus on reawakened athletes and therefore people who seek physical and mental fulfillment in nature. Their quest for freedom, sporting challenges and unique moments in the open air form the core.
Multiple Olympic biathlon champion and current brand ambassador Martin Fourcade is once again the face of the creative campaign. In his enthusiasm for versatile outdoor moments, the Frenchman swaps his skis for sneakers. The accompanying commercial shows Fourcade doing his favorite summer sports. He enjoys moments that reward him for heading out into nature.
Close cooperation with Lenzerheide
As with the previous creative spot, the current video was produced near the Odlo headquarters in Hünenberg in close collaboration with the Lenzerheide vacation region turned.
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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.
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Odlo today announced its partnership with Martin Fourcade as its newest global brand ambassador. The French Olympian will collaborate with Odlo on a number of projects over the next four years; including events, product development and various brand campaigns, the company said.
Since his retirement from professional sports in March 2020, the biathlete has devoted himself to other outdoor activities. Both Odlo and Fourcade are known for their long-standing association with cross-country skiing. Since his World Cup debut in March 2008, Fourcade has made a name for himself with 186 podium finishes and five Olympic victories, while Odlo outfitted 25 nations with the first base layer made of 100 percent synthetic fiber at the 1972 Sapporo Olympics. Now Fourcade is expected to help make even more everyday athletes aware of the performance apparel.
New era at Odlo
The four-year partnership with Fourcade as brand ambassador heralds the start of a new era. Having already appointed a new CEO and head of marketing in recent months, Odlo is now looking to forge a new path, working with a range of peers and athlete:s to drive brand awareness and unlock new growth opportunities. The current agreement runs until December 2026.
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The Odlo brand announced on Friday that it will continue to sponsor the Engadin Skimarathon, whose 53rd edition will take place on March 12, 2023. In the meantime, the major cross-country skiing event, which was launched in 1969, attracts more than 14,000 cross-country skiing fans from over 60 nations year after year.
"The Engadin Skimarathon has been the second largest cross-country race in the world for over 50 years," explains Menduri Kasper, CEO of the Engadin Skimarathon. "In order to continue organizing this event at a high level, we need partners by our side who are as passionate about this sport as we are."
Having already sponsored the last seven Engadin Marathons, Odlo is now extending its partnership with the event for another four years. "Cross-country skiing is an important part of the Odlo DNA, which goes back to the 1940s," says Knut Are Høgberg, CEO of Odlo.
As part of the partnership, Odlo is outfitting the organizing committee and the more than 1,200 dedicated volunteers and is also represented with a pop-up store in the Marathon Village. In addition, Odlo offers special event activities throughout the marathon week.
Odlo @ The Engadiner
This year, the brand is also launching "Odlo @ the Engadiner" - a new community of everyday athletes who want to share their stories, celebrate the beauty of cross-country skiing and motivate others to join in on the journey to the Engadin Skimarathon. The people reveal where they train, what tips and tricks there are, and what it takes to prepare for 42 kilometers of exceptional cross-country skiing.
The application phase for the "Odlo @ the Engadiner"-Community has just started. The selected community members can win performance clothing worth 700 euros.
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