This campaign created a place for the casual enthusiast, without alienating the avid outdoor person. It gave permission for people to be themselves in an overly-serious outdoor industry. In fact, we asked that people be themselves, instead of pretending to be some poser, conquerer of Everest. It helped make Smartwool feel fun and approachable, and maintained its recognition as a premium and quality product.
The design system was a kit of parts that allowed the internal creative department at Smartwool to craft various pieces of created they’d need across a vast amount of materials.
Oh yeah, and sales went bonkers.