Way Out There | Nothing Adventured, Nothing Gained

Brand Explorers,

Welcome to my first newsletter here on Linkedin.

If you’ve been following, in the spirit of our name, Excursion Studio has had a mini relaunch to help outdoor, sports and lifestyle brands to grow.

Something I'm particularly passionate about, and something I've already got extensive experience in (More on how we can help here).

And with it Way Out There, our usual weekly mailer previously sent over email, is making its debut here also, and will be committed to the outdoorsy new pursuit.

So this week, and each week, we promise to load it with some of the things we’ve seen at Excursion Studio.

We promise insight, inspiration and lessons to take into your brand and marketing. So for those marketeers wanting to reach peak curiosity this Friday, this week we bring you:

╳ A lesson from Stone Island on showcasing innovation

╳ RSPCA’s awesome rebrand

╳ Patagonia's latest 'Fashion is non of our business'?ad

╳ An unlikely mother and son creative duo

╳ Our weekly Studio Itinerary of inspiration

All you need to do is keep reading.

Nothing adventured, nothing gained.

Neil

Helping outdoor, sports and lifestyle brands grow.

[email protected]

STONE ISLAND: Why you shouldn't?keep your prototyping a secret?

When it comes to outdoors or performance lifestyle brands technical jackets rain?supreme.

But it’s a jungle out there, and there is a lot to choose from.

So how do you set your brand and product as the one worth buying at such a premium?

Take a leaf out of Stone Island.

Their Prototype Research series is awesome, and their latest Series_08 is boundary pushing.

Born from a collaboration between Stone Island and three industrial partners from the automotive, boating and sports sectors, Series_08, dubbed, Multiaxial Project, the release is limited to a 100 pieces.

A functional reference to a military garment that could evolve into a tent - the cape style being inspired by the very first Stone Island collection from 1982.

Is it advertising?

Is it product innovation?

Is it a collaboration?

Is it an art installation?

Is it an activation?

It is all of them.

A perfect storm of activity to show how innovative your technical wear just is.

Plus put your brand in front of new audiences.

So what are you going to do?

Keep your prototyping a secret or let your audience in?

Doing so has the potential to:

1. Drive a superior positioning:

It’s incredibly confident brand behaviour to showcase the innovation process. This move speaks to Stone Island being incredibly innovative.

2. Communicate brand values:

This move shows that there is a creative spirit at the heart of the brand.

3. Grow hype and scarcity:

Only a few can buy into the collection, but buyers will want in on the less exclusive jacketTime to go boundary pushing.

ON OUR SOCIALS: WHAT WE'VE BEEN TALKING ABOUT THIS WEEK

Patagonia

This week yet again they reminded us of their stance on the world again with their 'Fashion is none of our business video'.

RSPCA

Their rebrand is a lesson for rebooting any charity, but their new TV spot is the real winner, have a little Respect. Turn it up and get your Athetha on.

All Terrain TrainingThe dynamic collective, spear headed by mother and son duo Will and Shirley Pegna, are?redefining what athleticism and connecting with nature means, through their creative performance art series

STUDIO ITINERARY: 3 X bits of culture to take into your weekend

1. MAGAZINE:??Summit Journal Issue #320

Featuring climbing stories and captivating imagery to help take you to new heights.?Look at that cover. Grab your copy from UNITOM?HERE.

?2. FILM:??Thrawn

A Stubbornly Scottish Snow Film by Patagonia Films.

3.?CHALLENGE:??Lake District 100km Challenge

Not one for the faint hearted nor one for those new to the saddle. Have you got what it takes to do a 100km ride??Find out more HERE.

Like this first issue?

Way Out There is back next Friday.

Want more inspiration immediately?

Then you might like my Excursion Studio Mini-Paper on how outdoor brands can stand out more.

All you need to do is:

• Click the link below
• Tell us where to send it
• Get reading