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.