Kathmandu launches new campaign with F1 driver Liam Lawson

New Zealand and Australia outdoor brand, Kathmandu, has partnered with Kiwi Red Bull F1 Reserve Driver, Liam Lawson, in a new creative campaign.

Lawson has partnered to launch Kathmandu’s latest product, the EpiqSE Down Jacket: a special edition of Kathmandu’s heritage puffer.

The all-black jacket is made with fabric derived from recycled plastic waste, including used car tyres, and is lightweight, water repellent and highly durable.

A photoshoot with Lawson to celebrate the EpiqSE Down Jacket and AnyTimeDown product range was held at motorsport park, Hampton Downs.

The shoot was styled by Aucklander Sammy Salsa, and photos taken by Australian photographer, Simon Lekias.

On partnering with Kathmandu to launch the Epiq SE, Liam Lawson says: “My connection to Kathmandu goes way back. Like most Kiwis, I’ve owned a Kathmandu jacket since I was a kid.

“It’s come all over the world with me and feels like a piece of home whenever I see it.

“To me, racing is all about pushing the limits. It’s an exciting opportunity to team up with a brand driving innovation in its own industry.”

On partnering with Liam Lawson, Kathmandu’s General Manager of Marketing, Jo O’Sullivan, explains: “Liam is a real inspiration to us. He pushes the limits in racing every day and continuously strives to be better. So do we.

“Our Epiq SE embodies innovation and sophistication, and we feel there is no better opportunity than to have it worn by Liam, who is taking on the world with passion, class, determination, and a Kiwi sense of humour we can all be proud of.”

“Liam Lawson for Kathmandu further solidifies the specialty of our brand’s New Zealand spirit, and our commitment to celebrating our unique heritage.”

Liam Lawson for Kathmandu launches on Wednesday 15 May 2024, with the campaign running out-of-home, online and in-store, as well as across social and paid media. 

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