Arc’teryx starts ‘extreme lineup’ stunt at first U.S. location

Vancouver based Arc’teryx, a high-end outerwear clothing company, opened its first U.S. store earlier this month with a stunt developed by Cossette Vancouver. One week before the Seattle store opened, Cossette staged an “extreme lineup” at the 2,300 sq.ft location where portaledges – a hanging tent system designed for rock climbers – were hung from […]

Vancouver based Arc’teryx, a high-end outerwear clothing company, opened its first U.S. store earlier this month with a stunt developed by Cossette Vancouver.

One week before the Seattle store opened, Cossette staged an “extreme lineup” at the 2,300 sq.ft location where portaledges – a hanging tent system designed for rock climbers – were hung from the store along with climbing gear above a sign that said “lineup starts here” with an arrow pointing up.

The brand targets serious athletes and extreme hikers, mountain climbers and arctic skiers. “Arc’teryx wanted something that spoke to extreme outdoor enthusiasts first and average passerbys second,” said Michael Milardo, creative director at Cossette.

“It wasn’t just to raise anticipation, but we also needed a stunt to raise awareness as to what the brand is,” said Milardo.

The U.S. retail launch also included radio, posters in nearby gyms and a contest promoted through social media channels where customers could enter in-store for a chance to win an “adventure pass” to various outdoor destinations.

“It was really important for us to work with an agency who understands our brand,” said Tom Dugid, creative director at Arc’teryx, in a release. “With the extreme lineup, Cossette was able to identify something that not only resonated with our climbing community, but also grabbed the attention of those passing by the building.”

Arc’teryx was founded in 1989 but only recently moved into retail with the opening of a Montreal store. A third brand store will open in Vancouver later in the fall, and others are planned for North America and Europe.

Milardo said the Seattle event was the first time the brand has worked with an agency. Cossette will launch an international marketing campaign in early November focusing on the company’s North American and European markets.

Brands Articles

Tesla’s chief driver of success: masculinity (Column)

Markus Giesler on how-to better understand Tesla's value as a masculinity symbol

Coke replaces CMO as soda sales remain flat

company vows to "continue to work to improve the quality of our marketing"

Moya Brown’s big-picture plans for Campbell’s (Q&A)

The newly appointed VP of marketing on product innovation, nostalgia and the rise of ingredient-aware consumers

The YouTubers CMOs need to meet

Four made-in-Canada YouTube channels brands should become acquainted with

Frank & Oak launches first mass campaign

Menswear etailer introduces the tagline: "For the Journey Ahead"

U By Kotex sinks its teeth into vampire web series

Now at its mid-way point, the series has amassed more than 1.2 million views

Target seeks to bolster Canadian fashion profile

Fashion and business operations a major focus for the discount retailer

A&W now serving chicken raised without the use of antibiotics

Fast-food chain continues its commitment to simple, great-tasting ingredients

Going for the sentimental shoppers

Why food brands are turning to anthropology to tug at Canadians’ heartstrings