Kathmandu’s new campaign calls you to the outdoors

AUCKLAND, Today: Kathmandu’s new evergreen brand campaign explores the transformative power of nature. Come find us. We’re out there. invites everyone to experience the wilderness and the endorphin boost it brings.

In their first collaboration with Motion Sickness, Kathmandu sets a new direction. Jo O’Sullivan, Kathmandu’s General Manager of Marketing, explains: Come Find Us. We’re Out There. sets a new tone for our brand, leaning into what made us fall in love with the outdoors over 30 years ago.

“It’s the peace, connection, and meaning we discover while out there, and this campaign invites our community to join us in experiencing that together.”

The campaign, shot entirely on Aotea Great Barrier Island, embraces New Zealand’s heritage. Locals partnered with the crew, showcasing the spirit of being “out there”—off the grid, immersed in nature.

Hilary Ngan Kee, Head of Strategy at Motion Sickness adds, “This is an iconic brand from the bottom of the world, and the new campaign lays the foundation for the future. We’re just getting started, with exciting plans to activate this new direction in unique ways over the next few years. We’re excited to see where the Kathmandu brand can go.”

The hero film, narrated by Aotearoa radio icon Kim Hill, takes viewers on a journey through nature. The sound design, made from live recordings on the island, enhances the experience.

“This is a significant moment in Kathmandu’s brand history, and one we are proud to share.” – Jo O’Sullivan

Sam Stuchbury, ECD of Motion Sickness, remarks: “Kathmandu, Great Barrier Island, and Kim Hill all have a special place in many Kiwi hearts. The combination felt like a magic formula for resetting the brand.

“The north star for this campaign was making nature, and the experience of it, our hero. It’s about being out there, getting mud between your toes, and knowing you have a good pair of Kathmandu socks to warm them.”

The campaign’s imagery, shot by US-based photographer Jerry Buttles, was inspired by timeless National Geographic covers. Locals in new season Kathmandu gear were photographed, blending their personal style with the brand’s.

Jo O’Sullivan continues, “This is a significant moment in Kathmandu’s brand history, and one we are proud to share. Aotearoa, and all it represents, is the essence of Kathmandu’s story, and we are excited to celebrate our heritage in all we do moving forward.

“New Zealand’s wilderness continues to inspire us not only to get out there more often, but also to create thoughtfully designed, sustainably made gear to help our community do the same,” Jo adds

“Come find us. We’re out there.” is live across New Zealand TV, online, social media, and out-of-home platforms.

CREDITS

Client: Kathmandu
CEO: Megan Welch
General Manager: Jo O’Sullivan
Creative Manager: Stephen McCarthy

Creative Agency: Motion Sickness
Executive Creative Director: Sam Stuchbury
Senior Creative: Will Macdonald
Senior Creative: Melina Fiolitakis
Creative Copywriter: Freddy Riddiford
Senior Designer: Hamish Steptoe
General Manager: Alex McManus
Account Director: Joe Fraei
Head of Strategy: Hilary Ngan Kee
Head of Production: Joseph McAlpine
Head of Post Production: Jolin Lee

Video Production Company: FINCH

Sound Design & Composition: CAY Works

Photographer (Hero Campaign): Jerry Buttles
Photo Assist (Campaign): Ant Low
Photographer (Eccom): Holly Sarah Burgess
Photography (Additional): Nicole Brannen
Wardrobe Stylist: Helen Young Loveridge
Wardrobe Assist: Estelle Schuler