Arc’teryx starts ‘extreme lineup’ stunt at first U.S. location
September 20, 2013 | Eve Lazarus | Comments
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.