Industry News 11/9/2015

B$Z: Fjällräven Taps Chris Burkard to Launch Own the Cold Campaign

The Swedish heritage outfitter unveils its Fall-Winter 2015 brand campaign: Own the Cold. Fjällräven once again partnered with legendary outdoor photographer Chris Burkard to capture its seasonal campaign.


 

The series of photography and film takes us on a tour into the Canadian Rockies. Inspired by the adventurous spirit of the new tribe of outdoor enthusiasts, the campaign follows an overland journey through the glacial flats of Calgary, into Banff’s Bow Valley and to the summit of Mt. Assiniboine (a.k.a. The Matterhorn of the Rockies), an arrowhead peak that scrapes the sky at 12,000-feet high. Met by sunshine, rain and snow along the way, Burkard captures Fjällräven in its element: as a durable brand built to withstand all weather conditions.


Photo credit: Chris Burkard

Photo credit: Chris Burkard


Photo credit: Chris Burkard

 

Throughout the adventure, Fjällräven showcases a selection of outerwear from its Fall-Winter 2015 collection, including the Polar Guide Parka, Luhkka, Greenland No.1 Special Edition Down Jacket, Barents Parka, Keb Loft Hoodie and Övik 3-in-1 Jacket. The campaign also highlights new sweaters, pants, layering pieces, accessories and offers a preview of the brand’s forthcoming eco-friendly tent collection slated to drop in early 2016. Shop the collection now at: http://www.fjallraven.us/collections/own-the-cold.

 

The Own the Cold campaign will run from November through the close of the year on 13 national broadcast networks, including: ESPN, NFL Network, Outdoor Channel, among others. The campaign will also run in print issues of Men’s Journal and Outside and in out-of-home media in the New York City and Minneapolis-St. Paul markets.