I am all about rebranding. As organizations evolve, grow, change their products, or have a better understanding of what they are offering, a brand refresh is a must. Toward that end, Vasque Footwear, the family-owned company with more than 55 years of experience in the outdoor footwear sector, is unveiling their new brand purpose, ethos, and tagline brought to life through a global brand campaign that inspires its consumers to disconnect to reconnect – with themselves, each other and their full potential.
Amidst the pandemic, Vasque conducted thorough research into their brand’s history, the changes in how people explore the outdoors and what future generations will look for when they go outside. The outcome of this was the development of a new tagline that exemplifies all that their brand has to offer: inspiring people to take a break from day-to-day stress by unplugging and heading outdoors.
Photo: Vasque
“The brand has stood for the ideals of ‘Log Outside’ since 1964 – this is just the first time we’re bringing it to the world in a modern way,” said Joe Peters, marketing director at Vasque Footwear. “We’ve found that a major barrier that stands between our consumers and finding time outside can be found on screens. Going forward, we will not only make world-class footwear that performs outside, but we’ll utilize our platforms to ensure we’re providing gentle reminders to ourselves and our consumers that there are places just beyond your screen that can provide us all with restorative qualities that we won’t find on our feeds.”
The ‘Log Outside’ message will show up in every touchpoint with the brand. Traditional landing pages will stop customers in their tracks, asking them to simply put down their device and go outside. Social channels will provide users with a refreshing moment of reprieve – from their feeds. Vasque will urge followers to not like their posts entering for a chance to win local State Park passes.Emails from Vasque will serve as reminders to disconnect and go outside. Vasque will introduce a new social call-to-action urging their followers to ‘forget their phones on purpose’ on their hikes, And the brand will accept time spent disconnected from technology outside as currency in exchange for new product via the Log Outside Project.
The Log Outside Project debuted in Boulder, Colorado on March 18, where the public was able to experience Log Outside in action. Locals dropped off their mobile devices, locked in secure lockers, while they continued on their journey outside. After one hour, participants returned to retrieve their phones, as well as a new pair of Vasque Breeze hiking boots, and a signal-locking pouch sothey can recreate the experience in the future.
Vasque Torre AT GTX
The Vasque Torre AT GTX Men’s Waterproof Hiking Boot in Dark Olive. Photo: Vasque Footwear
The Torre AT is a modern, lightweight, technical hiking boot. Packed with a GORE-TEX waterproof lining, a mesh and suede leather upper that breathes well and advanced technology from Vibram Wavelength II outsoles providing lots of grip, this boot is built for the outdoors – hiking, backpacking and everywhere else you want to go.
The Torre AT hiking boots are surprisingly light, due to the fact that they are made with lightweight materials, which provides a responsive feel under heavy loads. The boots required a break-in period, though. The first hikes resulted in blisters, although as we continued to wear them, the blisters became increasingly less severe. This is a great boot when carrying big loads.
Get the Men’s Torre AT GTX at Vasque.com, REI.com, or Backcountry.com
Get the Women’s Torre AT GTX at Vasque.com, REI.com, or Backcountry.com
About Vasque: Vasque Footwear has delivered functional, durable footwear to millions of outdoor enthusiasts since 1964. They believe that you don’t have to go far to change your perspective. By simply stepping outside we can change how we feel on the inside. When we disconnect, we reconnect. Vasque Footwear – Trail Footwear Since 1964. Visit them at Vasque.com
