A Brand Platform for the Wild

Marmot is an iconic outdoor equipment and apparel brand founded in Northern California in 1974. Innovation is part of their brand DNA — they invented the first Gore-Tex sleeping bag and the all-time best-selling waterproof-breathable jacket. But along the way they lost their way, focusing on mass market and bulk retailers instead of what made them a true original.

Facing a lack of brand awareness amongst clearly positioned competitors in the outdoor category, Marmot turned to Anchor to help refine their brand. We returned to Marmot’s roots. We pored over vintage product catalogs and scraps of old photographs and scribbled handwritten notes. The Marmot founders were a club of ragtag climbers just doing whatever they felt like doing with gear that could handle whatever nature threw at them. Last to the summit bought beers. And anyone crazy enough to join their club was welcome. We took all that rich history and distilled it into a positioning at the intersection of heritage and pure passion for the outdoors. We took Marmot back to where they began.

Born Wild is an homage to that original group of mountain-loving misfits that founded the brand in 1974. They were a passionate climbing community that wasn’t passionate about rules. The great outdoors was their playground. It’s that wild spirit that is still with us and still inspires us. It’s why Marmot makes high-performance gear that can withstand anything nature throws at it. Because even when conditions get too extreme for the average person, when you heed the call of your inner wild, you just want to go play outside.

Marmot
Born Wild since 1974