A brand on the rise
Everest, the great success of Northern European retailer Stadium, is a premium sportswear brand in the outdoor lifestyle segment. Though when Essen was contracted by Stadium pre-launch of winter collection 2016, the brand had started to fall out of fashion and was in dire need of an update.
Our initial analysis showed that Everest was lacking the authenticity needed to motivate its price-point. The brand was perceived internally as a white-label and had been lacking defined leadership. We soon realized that we should uncover the founders’ story to give the brand the authenticity it was missing.