Nicole Smith Art Director - AKHG | Fitness Launch

BRAND AND CONCEPT
Alaskan Hardgear by Duluth Trading Co. 2024

Introducing a new category to an already robust Outdoor Clothing company is a bit daunting. Having to create something that is impactful in an already saturated environment is also worrisome. But where some teams quiver, this team takes it on full force.

Launching on January 1st, this beautiful product collection launch was positioned to capture the attention of the “New Year, New Gear” mindset.

With the AKHG outdoor clothing company already building core equity in hiking, camping, fishing, and swimming collections, the team was tasked with launching a new “Fitness” collection but still stay true to the grit and outdoor backbone that came with the rest of the brand.

This launch was omnichannel with it’s approach integrating everything from email, retail, web, and social execution.

SCOPE OF WORK:

CREATIVE DIRECTION, ART DIRECTION, BRANDING, PHOTOGRAPHY, SOCIAL STRATEGY, DIGITAL & RETAIL LAUNCH