Jack Wolfskin "goes back to its roots" with new strategic brand direction

Leading camping and outdoors brand Jack Wolfskin has revealed a new strategic brand direction alongside its fall and winter collection for 2022 under the guidance of its new CEO Richard Collier. At the heart of this direction is the new claim “We Live to Discover”, as well as a subtle revision of the corporate identity and the renowned logo with the wolf paw. Jack Wolfskin has also modernised its product and technology architecture to make it easier for consumers to select products specific to their chosen activities.

Richard said: “Jack Wolfskin was forged around a campfire over 40 years ago. We are now taking the brand back to its roots.

“With our products and expertise, we enable transformative moments of discovery for all. We encourage people to go out and discover their surroundings - near and far. The joy of discovery and shared moments are more important than achieving specific destinations. Jack Wolfskin is a brand for everyone following their curiosity.”

Driven by a German design ethos, Jack Wolfskin aims to offer durability, reliability and performance in all of its products. The company is well-known for high-quality backpacking tents and other trekking and camping gear.