Marketing Campaign Proposal — 2026

Protect
the
Adventure

01

Brand
Awareness

02

New Market
Expansion

03

Gen Z
Acquisition

Campaign Overview

The Challenge
& Our Answer

The Challenge

No Presence
Where Growth
Is Happening

01

Low Gen Z Awareness

Outside the outdoor enthusiast core

02

Competitor Pressure

Rivals targeting Gen Z with sustainability messaging

03

Untapped Markets

U.S. Southwest & Southeast — growing outdoor culture

04

Price Perception Gap

First-time buyers don't see the value

Our Answer

"Protect
the Adventure"

Brand Awareness Campaign

Mission + Quality — Not Just Buzzwords

Worn Wear Entry-Level Pricing

Measured: Reach · Acquisition · Revenue

Sources: OIA 2025 Participation Report · BEA 2024 Outdoor Recreation Data · U.S. Census Bureau

Market Analysis

The Outdoor Boom
Is Happening Without Us

We're targeting 7 high-growth states where outdoor participation is surging — and Patagonia has no retail presence.

181M

Americans Outdoors — 2024

A record high. The South posted the largest regional gains — youth & Hispanic participation up double digits.

$697B

Outdoor Recreation Economy

2.4% of U.S. GDP — growing fastest in the exact states where we have no stores.

63.4M

Active Hikers — Record High

Nearly double since 2012. Hiking, camping & trail running each added 2M+ new participants in 2024 alone.

Our 7 Target Markets — No Patagonia Store Today

Market Analysis

Competitor
Analysis

Click any brand to compare price, sustainability, style, quality & perception.

$149

Our Brand

$139

Click to compare

$110

Click to compare

$325

Click to compare

$119

Click to compare

$95

Click to compare

Key Insight

Patagonia sits in the sweet spot — premium enough to signal quality, accessible enough to convert first-time buyers. Worn Wear from $49 removes the price barrier entirely.

Strategic Analysis

SWOT

S

Strengths

Click to expand →

W

Weaknesses

Click to expand →

O

Opportunities

Click to expand →

T

Threats

Click to expand →

Who We're Reaching

Target
Audience

Three distinct personas united by one belief: the planet matters. Hover each card to explore their story.

Primary · Gen Z

Glady, 24

Flagstaff, Arizona

Primary Persona

Glady

24 · Flagstaff, AZ · Hiker & Trail Runner

First-time outdoor gear buyer. Eco-conscious, values-driven, and deeply active on TikTok & Instagram. Discovers brands through creators she trusts.

🎵 TikTok Native ♻️ Eco-Conscious 🥾 Hiker 🌵 Southwest USA

Her Quote

"I want gear that doesn't cost the earth — literally."

Secondary · Millennial

Maya, 31

Austin, Texas

Secondary Persona

Maya

31 · Austin, TX · Sustainability Advocate

Already buys sustainable brands. Willing to pay a premium for ethics. Follows eco-creators and activists. Prioritizes secondhand and repair over new purchases.

🌿 Sustainability 📱 Instagram 🛍️ Ethical Shopper 🌆 Austin, TX

Her Quote

"If a brand doesn't walk the talk, I walk away."

Tertiary · Traveler

Dex, 34

Nashville, Tennessee

Tertiary Persona

Dex

34 · Nashville, TN · Adventure Traveler

Frequent domestic traveler. Values gear durability over trends. Engages with Patagonia's film and activism content. High lifetime customer value.

🎒 Backpacker 🎬 Film & Activism 🌊 Kayaking 💳 High LTV

His Quote

"My gear needs to outlast the trail — and the trend."

Common thread: All three care about the planet — they just don't all know Patagonia yet. #JoinTheMission

Brand Architecture

Patagonia
Brand Foundation

Brand Positioning

The only outdoor brand
that puts the planet first

For values-driven outdoor enthusiasts who demand authenticity, Patagonia is the premium gear brand that proves environmental activism and exceptional product quality are inseparable — because Earth is our only shareholder.

Brand Essence

"We're in business
to save the planet."

Every product sold, every dollar earned, every campaign launched flows from one core truth: protecting wild places is not a side project — it is the entire mission. Commerce is the vehicle; the planet is the destination.

Brand Attributes

Authentic — No greenwashing, proof over promises

Durable — Built to last, built to repair

Activist — Community-driven, not celebrity-driven

Transparent — Radical honesty about impact

Purposeful — Every decision serves the mission

Urgent — Direct, bold, unapologetic voice

Brand Pillars

01 — Planet

1% for the Planet · $140M+ donated · Earth as shareholder

02 — Product

Lifetime repair guarantee · Recycled materials · Fair Trade certified

03 — People

Activism-first community · Worn Wear circular economy · No greenwashing

04 — Proof

B Corp certified · Patagonia Action Works · "Don't Buy This Jacket" campaign

Mission-Driven Commerce

Purchase as Participation

Every purchase funds direct environmental action — not marketing.

2022 Ownership Shift

“Earth is our only shareholder.”

100% of profits go to fighting climate change and protecting wild places.

$140M+

Donated

1%

Earth Tax

100%

To Planet

01 — Reforestation

Planting Millions of Trees

Restoring forests, capturing carbon, rebuilding habitats worldwide.

02 — Ocean Cleanup

Protecting Marine Ecosystems

Removing plastic pollution from coastlines to deep waters.

03 — Trail Restoration

Preserving Wild Spaces

Rebuilding trails for sustainable access for future generations.

04 — Climate Advocacy

Funding Policy Change

Direct funding to grassroots orgs driving systemic change.

Campaign Strategy

SAVE

Click each pillar to explore the strategy

Integrated Marketing Strategies

Tactics &
Channels

#JoinTheMission — five integrated channels working together to convert audiences into mission-driven advocates.

01

Social Media

#JoinThe
Mission

Instagram hashtag campaign
TikTok viral challenges
YouTube community posts
UGC content amplification

02

Video Ads

Emotional
Storytelling

"Join the Mission" brand film
YouTube pre-roll ads
Instagram Reels short clips
TikTok viral content

03

Influencers

Ambassador
Program

Hikers & outdoor athletes
Eco-creators & activists
50 micro-influencers
Authentic mission alignment

04

Events

Mission
Hike Day

Local hiking events
Trail cleanup activations
Worn Wear repair truck — Southern U.S. tour
7 target states

05

Multi-Channel

Precision
Promotion

Digital brochure & landing page
Targeted email campaigns
QR code integration
HubSpot CRM nurturing

Content & Creative Assets

Campaign
Creative

#JoinTheMission — video-first, social-native content designed for the SE/SW outdoor audience across every platform.

01 Short-Form Video

TikTok &
Reels Clips

15–60 sec trail & repair stories
Grand Canyon, Everglades, Big Bend
UGC-style, creator-led content
Target: 2M+ organic views

📱 TikTok · Instagram Reels

02 Social Cards

Instagram
Feed & Stories

Bold editorial-style static posts
"Repair > Replace" carousel series
Worn Wear before/after stories
CO₂ impact data visualizations

📸 Instagram · Pinterest

03 Brand Film

60-Sec
Hero Video

SE/SW landscapes: Everglades, Big Bend, Smoky Mtns
Real customers, real repairs
"Protect the Adventure" anthem
YouTube pre-roll + paid social

🎬 YouTube · Meta Ads

04 Truck Tour

Worn Wear
Live Events

Live-streamed repair events
Event recap Reels & TikToks
7 target state stops
QR codes → digital brochure

🚚 Atlanta · Houston · Miami + 12 more

Core Message

Every piece of content reinforces one truth: buying Patagonia is an act of environmental participation — not just a purchase. Quality content over quantity. Mission over mechanics.

Measuring Success

KPIs &
Goals

+20%

Brand Lift

Aided awareness, ages 18–30
Qualtrics brand surveys
Google Brand Lift studies

5M

Video Views

YouTube + Instagram Reels
500K Worn Wear page visits
Sprout Social & GA4

50K

Event Attendees

Repair events across 15 Southern cities
10K trade-ins processed
CO₂ savings tracked per garment

+25%

Worn Wear Revenue

$18M → $22.5M target
Salesforce CRM by SKU
Monthly ROI reviews

$1M

Total campaign budget — tracked monthly against all four KPIs above via GA4, Salesforce & Sprout Social

Budget Strategy

$1M Budget
Breakdown

$1M

Total Budget

Advertising 40%

Community 30%

Partnerships 20%

Content 10%

Click a slice for details

Advertising & Social

$400K

Instagram · TikTok · YouTube · Google

Community & Events

$300K

Worn Wear · Volunteer Events · Ambassadors

Partnerships & Retail

$200K

REI · NPS · Outdoor Voices · Cotopaxi

Content Production

$100K

Documentary · Podcast · Impact Report

Launch Plan

Timeline &
Next Steps

May 2026

Phase 01
Build

Finalize creative assets
Video docs & podcast episodes
Digital brochure production
Social ad sets ready

June 2026

Phase 02
Launch

Paid social campaign goes live
Worn Wear repair truck: Austin, Atlanta, Miami
Influencer content drops begin
REI kiosk partnerships activate

Jul–Sep 2026

Phase 03
Scale

Worn Wear pop-up events: Austin, Atlanta, Miami
Monthly impact reports published
Worn Wear truck expands to Nashville, Scottsdale, Las Vegas
Mid-campaign KPI review + store performance check

Q4 2026

Phase 04
Measure

Final KPI report vs. all 4 goals
Worn Wear revenue: $18M → $22.5M
5M views, 50K events, +20% awareness
Plan Year 2: Asheville, Charlotte, Phoenix stores

The Ask

Let’s Protect
the Adventure
Together.

Approve the “Protect the Adventure” campaign for Q2–Q4 2026
Authorize the $1M budget across advertising, events, partnerships & content
Greenlight the Worn Wear mobile tour for 7 target states starting June 2026

Website

patagonia.com

Email

marketing@patagonia.com

ProtecttheAdventure

The Challenge& Our Answer

The Outdoor BoomIs Happening Without Us

CompetitorAnalysis

SWOT

TargetAudience

PatagoniaBrand Foundation

Purchase as Participation

SAVE

Tactics &Channels

CampaignCreative

KPIs &Goals

$1M BudgetBreakdown

Timeline &Next Steps

Let’s Protectthe AdventureTogether.

Protect
the
Adventure

The Challenge
& Our Answer

The Outdoor Boom
Is Happening Without Us

Competitor
Analysis

Target
Audience

Patagonia
Brand Foundation

Tactics &
Channels

Campaign
Creative

KPIs &
Goals

$1M Budget
Breakdown

Timeline &
Next Steps

Let’s Protect
the Adventure
Together.