Outdoor-first brand Dare 2b has unveiled its latest ad campaign with ‘This Is Where We Belong‘ targeting true “adrenaline seekers” while marking its first foray into Video on Demand (VOD).

Importantly, the launch is being supported by Sky AdSmart, “enabling Dare 2b to achieve key objectives, including, raising brand awareness, new customer acquisition and strengthening long-term retention and loyalty”, it said.

With 25 years’ sector experience, the Regatta Group-owned outdoor brand is out to promote a range that features technical clothing “for any adventure”, specialising in “elevated terrain activities” including hiking, skiing and trail running. For those specific disciplines it has developed “industry-leading waterproof and insulation technologies” across its range of clothing for men, women and children. 

Alongside Sky AdSmart, the campaign will include a broader media mix including Digital Out of Home advertising, programmatic advertising, and a full omnichannel rollout across onsite email, PR, social, influencer and affiliate channels.

Developed by Zut Agency, the 30-second “visually dynamic” ad features adrenaline seekers wearing Dare 2b products across the brand’s core outdoor disciplines including technical hiking, skiing and trail running. The ad utilises campaign footage shot on location in South Africa and will reach over 205,000 households with around 779,036 impressions.

Supporting the campaign, an influencer marketing programme led by Label PR “will activate Dare 2b ambassadors and outdoor creators throughout January, producing content that mirrors the campaign’s core messaging”.

Alongside the VOD activity, the brand will also drive new registrations for its ‘Limitless Community’, a membership scheme that offers customers discounts, early access to new product ranges and sales.

In all, the ad will appear across the Northwest, Central and Southeast England (excluding London), for a 33-day period from 6 January to 8 February.  

Helen Monks, parent Regatta’s marketing director, said: “‘This Is Where We Belong’ is a look inside what drives the Dare 2b customer. The ad is a direct reflection of what our customers say they love about our products.

“The energy and vibrancy of the ad will introduce the brand to new audiences and be a snapshot of our vast product range and what is possible with the right kit – focussing on mountain, ski and trail.

“At the same time, it will remind existing customers or those who have encountered Dare 2b previously that the brand has evolved and can offer everything they need for their next adventure.”