Canada Goose

As the original Agency Partner for Canada Goose, Soldier worked directly with CEO, Dani Reiss and Chief Marketing Officer, Kevin Spreekmeester over 5 years to transition the brand from an arctic specialty gear manufacturer to a global luxury lifestyle icon.


From hard core arctic specialty gear
Global luxury lifestyle icon.

Opportunity: Canada Goose was best known as a hard core arctic specialty gear manufacturer with a very niche market. Our team was tasked with transitioning the brand into a major contender in the global luxury retail space.

Strategic Approach: Working in partnership, we embarked on a journey that transformed Canada Goose from an equipment manufacturer to an unparalleled brand of its own with the first ever global strategy and lifestyle advertising campaign.

Solution: Forging new territory for Canada Goose, we honed in on the extreme conditions stigma, evolving it into a beloved year round multi-condition positioning. We established Canada Goose as the technical leader through the creation of the Thermal Experience Index to help consumers find the right product through the experiences they seek.

Ushering in a global retail strategy, ‘Arctic Basecamp’ we set the direction and execution for Canada Goose’s corporate headquarters as well as global retail, trade and specialty retailers. Finally, we successfully expanded the brand towards younger consumers and launched the first women’s lifestyle advertising and activation. We entered the coveted luxury market with the launch of Branta and helped open global luxury retail distribution channels.

BOS tm Deliverables

  • Business and Creative Strategy
  • Business Modeling
  • Market Research
  • Consumer Identification
  • Precision Positioning and Brand Strategy
  • Product Design & Development
  • Logo Design
  • Packaging Design
  • Creative
  • Collateral
  • Brand Voice
  • Copywriting
  • Photography and Video Direction
  • Merchandise
  • Crowd Funding
  • Connected Commerce
  • UI/UX
  • Web Design
  • Web Development
  • Retail Strategy and Execution
  • Social Media Strategy
  • Funnel Optimization
  • Collabs
  • Attract the Market Strategy
“We worked with Soldier and Bobby at a very important stage of building out our brand story. From go to market planning, digital experience, product development to corporate design, imagery and retail environments. Their creativity fueled a fresh and exciting way to express the brand, while staying true to our Core.”
Dani Reiss, CEO Canada Goose