Chaco Z sandals are iconic and tough as hell. Originally built for running rapids, the product had fully saturated the outdoor market (they last for a decade or more) and needed to develop a new, more diverse fanbase. The goal was to evolve the brand from historically hardcore to authentically accessible for a consumer who embraces “adventure” very differently. The “Fit For _______” campaign makes a strategic pivot to show how these sandals are equally “fit for” river rats and city dwellers, hikes on mountain tops and parties on rooftops.
Older generations drew a hard line between being “outdoorsy”... or not. Chaco-wearers… or not. We discovered that these new Gen-Z consumers were incredibly comfortable integrating Chaco products into their lives and looks in ways we had never envisioned. They truly thrive in the grey area. All we needed to do was hold up a mirror to how they were redefining adventure – and the brand – for themselves. Why fight the flow of the river when you can let it take you exactly where you need to go?
EXTENSION OF CAMPAIGN
To tap into our target audiences’ activities and interests, the campaign is organized into key “edits”—ranging from wellness to summer camp to beach. The stories are cohesively linked through a tightened visual identity, voice/tone, and content strategy. The campaign launched through an epic anthem spot, a series of product videos, a mobile tour, a suite of social and digital assets, and a .com reskin.
“Someoddpilot breathed new life into our Fit For Adventure platform by building it into a versatile global campaign that’s a bridge between our historic outdoor consumer and our budding audience of VSCO girls. It allows us to connect with more diverse consumers in unique ways.”