Jack Wolfskin Launches New Strategic Direction And Mission Statement With ‘We Live To Discover’

Jack Wolfskin, a globally leading outdoor company based in Idstein, Germany, this month presented its new strategic brand direction under CEO Richard Collier with the release of its fall/winter 2022 collection.

At the heart of this direction is the new claim “We Live to Discover“ as well as a subtle revision of the corporate identity and the renowned logo with the wolf paw. Jack Wolfskin is guided by an understanding that all people have an inherent urge to discover.

The company encourages all to connect with nature through transformative experiences shared with friends and family. To this end, the company develops German engineered performance apparel, footwear and equipment with the highest standards of technology, design and sustainability.

“Jack Wolfskin was forged around a campfire over 40 years ago. We are now taking the brand back to its roots,” said Collier. “With our products and expertise, we enable transformative moments of discovery for all. We encourage people to go out and discover their surroundings - near and far. The joy of discovery and shared moments are more important than achieving specific destinations. Jack Wolfskin is a brand for everyone following their curiosity.”

As part of the new strategic brand direction, Jack Wolfskin has modernized its product and technology  architecture. A clear focus on selected activities and purpose-driven technologies for hiking, biking, trekking and ski touring provide versatile and dependable options for all customer types.

In its product development, Jack Wolfskin is driven by its German design ethos, which is characterized by durability, reliability and performance. The company‘s mission is to provide the best and most sustainable solutions that minimize its impact on the planet.

With this in mind, the Fall/Winter 2022 collection presents:

Engineered in Germany,
Proven in the Wild.