At TheRec, the focus was on positioning an outdoor gear brand around more than performance. It was more about building a narrative rooted in adventure, community and mindful exploration. The work spanned brand storytelling, content, campaigns and outdoor experiences, including initiatives such as the Impact Makers. From ultra-running events to a community Plog Run, each initiative helped turn the brand’s philosophy into experiences people could participate in. The result was a brand story shaped as much by what happened outdoors as by the products made for it.