Jack Wolfskin
Expressing the spirit of adventure in a true activewear brand.
Following the momentum of the ‘Pay with your Story’ initiative, the next strategic step was clear: solidify Jack Wolfskin’s role as a true enabler within the young outdoor community. The goal was to deepen brand relevance by creating a tangible, shareable experience that not only celebrated outdoor culture but also reinforced the brand’s core values in an authentic, community-driven setting.
Develop an activation that would bring the brand and its audience physically and emotionally closer, while positioning Jack Wolfskin as a catalyst for adventure. The solution was the creation of the #GOBACKPACK CAMP SWEDEN — a branded home base on a rented archipelago island, designed as a playground for a wide range of outdoor activities.
More than just an event, the camp served as a strategic platform to build emotional brand equity, foster community, and activate user-generated content in an organic way. Influencers supported the narrative, but the real heroes were the participants themselves — telling, capturing, and sharing their experiences across channels.
Teased and launched via Social Media, with live storytelling and post-event content amplifying reach, this initiative became a powerful moment for brand affinity and engagement.
