Jack Wolfskin Promotes Strategic Brand Repositioning

Jack Wolfskin’s FW22 collection represents the brand’s latest strategic direction under CEO Richard Collier; and its core message, “We Live to Discover,” includes a “subtle revision” of its corporate logo, the wolf paw.

“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.”

Jack Wolfskin has modernized its product and technology as part of its new strategic brand direction with sustainable solutions that minimize its impact on the planet. With this in mind, its FW22 collection includes technological innovations and approaches to circular products. Sustainability is prioritized in all business operations, from product development to supply chain.

Along with the brand repositioning, Collier has also introduced a roadmap for the brand’s global expansion: In addition to major growth markets, including China, the U.S. and Russia, Jack Wolfskin aims to continue to grow in Europe with a focus on the Netherlands, Belgium, Great Britain, Poland, and Italy. The DACH region remains an important core market, and increased importance is also attached to its digital business.