Eco-conscious outdoor brand Cotopaxi sought to break out of the hardcore-hiker bubble and reach a more casual audience.

Your pack isn’t just a piece of gear; it’s your sidekick for the “everyday adventures” that become tomorrow’s core memories.

It’s more than a bag, it’s your story.

Under the wrapper “Your Bag, Your Story,” we caught casual adventurers where they roam: festivals. At our All Things Go activation, fans cemented memories with scout-inspired souvenir badges. Then at Sundance, attendees warmed up to Cotopaxi through an official jacket sponsorship. The approach unlocked a new audience segment, drove genuine engagement, and even earned some love from the ad press.