Backcountry: Techleisure

For the Tehcleisure campaign, Backcountry wanted to niche into the popular "Athleisure" trend, but in a way that was technical and outdoor specific for the market.

To do this, I leaned into a definition-style copy approach and described the versatility of the product, describing use-cases for the customer with swoon-worthy appeal.

This campaign included:

Landing page experience

Website banners

Organic social

Email