The German outdoor outfitter Jack Wolfskin Geräte für Draussen GmbH & Co. KGaA relies on a repositioning of the brand and further expansion. The company, which has belonged to the US sporting goods group Callaway Golf since 2019, presented corresponding measures on Monday.
With the new claim “We Live to Discover”, the brand is being taken “back to its roots”, explained CEO Richard Collier in a statement. With this message, Jack Wolfskin wants to encourage people to “go out and discover their surroundings – near and far”, the company explained. At the same time, it announced a “subtle makeover” of its corporate identity, including the well-known pawprint logo, and the modernization of its “product and technology architecture”.
Starting with the collection for the fall-winter 2022/23 season, the outdoor outfitter now wants to place more emphasis on “unique technology innovations” and environmental protection efforts. In the future, sustainability will be given priority “in all business areas from product development to the supply chain,” emphasized the company.
CEO Collier also outlined the further expansion plans: In addition to the most important growth markets of China, the USA and Russia, the company is also aiming for growth in Europe, he explained. The focus would be on the Netherlands, Belgium, Great Britain, Poland and Italy. The DACH region, which includes Germany, Austria and Switzerland, remains “an important core market”, according to Collier.
Jack Wolfskin intends to place greater emphasis on digital business in the future. In addition to the expansion of omnichannel offers, the company also announced a “digital offensive” in marketing and an increase in its presence in social media.