Woods Heritage 1885 Collection
Sub-branding | Positioning | Storytelling | Brand Direction | Go-To-Market Planning | Agency Management | Campaign Development & Execution
OVERVIEW
As Canada's oldest outdoor brand, Woods has a storied history of outfitting adventure for over 140 years: from Arctic expeditions to navigating the Northwest Passage to the first ascent of Mount Logan. When our Merchant Team came to us with the idea of creating a heritage lifestyle collection to compete with the likes of Carhartt and Filson, Woods was the perfect fit. Sold exclusively at Sport Chek, the Woods Heritage 1885 Apparel Collection was created as a sub-brand that merges timeless style with time-tested durability and comfort.
Unique visual brand language and positioning was created to separate the collection from the in-line Woods brand and product assortment. Sub-branding, trims, and styles for the collection were inspired by brand catalogues, artifacts, and historic logos from the 1900s to 1990s.
CHALLENGE
To reach a new consumer, the Outdoor Escapist, an urban-first participant who values form as much as function, Woods created a heritage lifestyle sub-brand for the collection. It was brought to life through emotive storytelling and historic brand imagery showcasing products that are “perfected by time.”
The collection launch video blended archival brand imagery with lifestyle content to deliver an authentic, gritty narrative that positioned the products as enduring, comfortable, and style-forward.
Campaign creative blended studio imagery, captured against canvas backdrops and styled with vintage Woods artifacts, and lifestyle content that positioned the product in its natural outdoor cabin setting. Activation spanned paid social, digital, influencer, and in-store channels.
RESULTS
50%
3x
sell-through of FW24 collection in 3-4 months
campaign impressions vs targets
+2
additional seasons (SS25 & FW25) sold-in to Sport Chek Merchants