Jack Wolfskin — Theo Bassett-Shand

Jack Wolfskin
Brand Transformation
2020-2023

I led the global brand transformation of Jack Wolfskin, defining a new target audience to drive growth, reimagining the brand expression around the ‘wild’ and establishing a brand platform built to engage younger, more progressive audiences across Europe and Asia.

A close, trusted partnership with the CEO and CMO over three years, the work spanned senior stakeholder leadership, deep consumer and competitor research, brand positioning, category strategy and global go-to-market planning. It helped the business navigate a turbulent period and regain momentum in a shifting outdoor market.

FW24 Campaign

A series of stills celebrating the iconic 3-in-1 jacket, worn by real customers. Built around the insight that "a life well-lived is a life lived wild" which led to the campaign line, "Proven On The Wild."

SS25 Campaign

A selection of stills captured by Kuba Ryniewicz and Liam Furneaux in Bosnia, across key categories: waterproof, cooling and everyday. Driven by the insight that we all have the wild within and that we're all "Wild By Nature."

SS26 Campaign

A jacket-versatility campaign shot by Imogen Barron in the Swiss Alps, spotlighting women and the brand's first footwear model. Jack Wolfskin. Live Wild.