Hunter reveals its new seasonal campaign marking the brand’s refreshed identity, values, and creative direction. The campaign, dubbed “For The World Outside,” celebrates the role Hunter has played in everyday exploration for over 160 years and the people who are redefining it for future generations.
For The World Outside is the first campaign to be unveiled under the leadership of CEO Paolo Porta, who was appointed in June 2020. Since joining the company Porta has set a clear and ambitious strategy to reposition Hunter as the leading British outdoor lifestyle brand with a meaningful connection to nature, focusing on product elevation and diversification into all-season, all-weather with sustainable practices at its core.
Hiring experts from their respective fields to deliver the strategy, Porta has bolstered the leadership team by appointing Claudia Plant as chief marketing officer and Sandra Romboli as global design director last year. The introduction of a sharpened new brand identity and launch of Hunter Protect, the brand’s sustainability and accountability roadmap comes as the first phase of the brand’s evolution, followed by the launch of Romboli’s first collection arriving for autumn/winter 2022 in July next year.
In addition to these appointments, Porta has further strengthened the team in key areas of the North American region and supply chain. Lara Meiland-Shaw has been tapped as executive vice-president of the Americas to deliver growth through strong wholesale partnerships aligning with direct-to-consumer physical and digital activities and Dave Powell has been named chief supply chain officer, responsible for supply chain strategies, development, product quality, and logistics both short and long term impact, who joined in June and July this year.
“I’m very pleased to announce the first phase of our brand evolution, establishing our new brand vision and sharing the Hunter pillars: nature, joy, creativity, heritage, and protection with existing and new customers,” said Porta. “We welcome Dave and Lara, with their knowledge and expertise, to help deliver significant further growth in the Americas as well as globally.”