Vasque started making hiking gear before it was cool. Way before. Their iconic leather boots were on the trail before giants like Patagonia and The North Face even existed. In recent years, however, this pedigree has been accompanied by a consumer perception that Vasque is outdated.

I took over copy direction from 2017 to 2020 to connect with the younger demographic driving the growth of the outdoor industry. The brand’s new site, product positioning and ads shook off the technical jargon and refocused on the empowerment of getting outside.