Vasque Footwear, a family-owned company with more than 55 years of experience in the outdoor footwear sector, is unveiling its new brand purpose, ethos, and tagline brought to life through a global brand campaign that inspires its consumers to disconnect to reconnect – with themselves, each other and their full potential.
In the midst of the pandemic, Vasque did a deep dive into the history of the brand, the evolving way people go outside, and how future generations will go outside. The result is a body of work that has morphed into the brand’s new tagline that embodies everything the brand brings to market – inspiring people to find reprieve from the stress of the everyday, every day – by disconnecting and going outside.
“The brand has stood for the ideals of ‘Log Outside’ since 1964 – this is just the first time we’re bringing it to the world in a modern way,” said Joe Peters, marketing director at Vasque Footwear. “We’ve found that a major barrier that stands between our consumers and finding time outside can be found on screens. Going forward, we will not only make world-class footwear that performs outside, but we’ll utilize our platforms to ensure we’re providing gentle reminders to ourselves and our consumers that there are places just beyond your screen that can provide us all with restorative qualities that we won’t find on our feeds.”
The ‘Log Outside’ message will show up in every touchpoint with the brand. Traditional landing pages will stop customers in their tracks, asking them to simply put down their device and go outside. Social channels will provide users with a refreshing moment of reprieve – from their feeds. Vasque will urge followers to not like their posts entering for a chance to win local State Park passes. Emails from Vasque will serve as reminders to disconnect and go outside. Vasque will introduce a new social call-to-action urging their followers to ‘forget their phones on purpose’ on their hikes, And the brand will accept time spent disconnected from technology outside as currency in exchange for new product via the Log Outside Project.
The Log Outside Project debuted in Boulder, Colorado on March 18, where the public was able to experience Log Outside in action. Locals dropped off their mobile devices, locked in secure lockers, while they continued on their journey outside. After one hour, participants returned to retrieve their phones, as well as a new pair of Vasque Breeze hiking boots, and a signal-locking pouch so they can recreate the experience in the future.
About Vasque: Vasque Footwear has delivered functional, durable footwear to millions of outdoor enthusiasts since 1964. We believe that you don’t have to go far to change your perspective. By simply stepping outside we can change how we feel on the inside. When we disconnect, we reconnect. Vasque Footwear – Trail Footwear Since 1964. Visit us at Vasque.com