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Growth Through Purpose ™
Growth Through Purpose ™

Eagle Creek

How An Iconic Adventure Brand Inspires Deeper Commitment to the Outdoors

Eagle Creek is a leading American outdoor adventure brand. The company was founded as a backpack/luggage company in 1975 in the San Jacinto Mountains of California. The brand needed to find new relevance with younger demographics and greater differentiation within a crowded and largely undifferentiated luggage category. 

The outdoor adventure space was becoming increasingly competitive with many companies making similar claims in terms of brand storytelling, product marketing, and commitment to protecting the great outdoors. Working closely with Eagle Creek’s CMO, leadership team, and key internal stakeholders, we defined a new brand purpose, positioning and story. 

We launched the brand’s new positioning at the Outdoors Retailer’s show, bringing to life it’s new tagline, ‘Find Your Unknown,’ through a manifesto film and a branded Eagle Creek terra trailer venturing across the western states driven by leading environmental photographers and adventurers (all of whom had significant social media followings). 

This launch was complemented by a comprehensive digital and social media campaign and as a result, 90% of traffic to the Eagle Creek website was new customers and their social media followers and engagement took off. The result was a new lease on outdoor life for the brand, a deeper and wider brand community, and a platform on which to build deeper understanding and connections to each other and the outdoors.


“Eagle Creek knew the ‘what’ and the ‘how.’ We First helped us identify and articulate the ‘why.’ Their amazing team helped our brand reinvigorate stakeholders with a purpose that serves all facets of our organization and allows us to communicate with consumers in much more meaningful ways.”