Patagonia
Patagonia’s Worn Wear program is an effort to reduce clothing waste by buying worn clothing, restoring it, and reselling it. Patagonia will also repair customer’s clothes for free or for a small shipping fee.
Partner: Emma Roth
Create an integrated campaign to bring awareness to Patagonia’s Worn Wear program
Objective
Amputees who want to get outdoors but can’t seem to find the gear to keep up with them
Target
People with prosthetic limbs wear down clothes faster because there is more friction and clothing can get caught in mechanical joints or exposed components or edges.
Problem
For amputees, the tools that they have to enable movement actively work against the tools that enable their adventures.
Insight
Patagonia is the outdoor apparel company that can keep up and fuel adventures for people with prostheses.
Strategy
Kick of the campaign during Limb Loss and Limb Difference Awareness Month by collaborating with social media influencers who are amputees and partnering with Limbs International
Campaign Timeline
April-October
October
End the campaign with the “Tales From The Trails” activation
April
May is the start of peak hiking season and Patagonia will announce the “Wear Your Gear” challenge to encourage people to hit the trails.
May-September
Influencer Collabs
Send social media influencers Patagonia gear and have them test on their adventures and post content about it. Have them highlight the benefits of the Worn Wear Program.
Allison Lang
Canadian Paralympic athlete
25.8k followers on Instagram
Kyle Maynard
Quadruple amputee who climbed Mount Kilimanjaro without prosthetics
44.6k followers on IG
Partner With Prosthesis Manufacturer
Limbs International is a nonprofit organization that provides affordable and durable prosthetic limbs and rehabilitation to people in underdeveloped countries. During this partnership, Patagonia will match every dollar spent on clothing bought through the Worn Wear program and donate it to Limbs International.
“Wear Your Gear” Challenge
During peak hiking season (May-September), Patagonia will challenge all avid outdoor adventurers whether they’re recreational or professional. Consumers can upload their logged exercises (from Samsung Health, Apple Health, or any fitness tracker) and get rewards for the miles they hike/run/walk. There will be rewards for hitting 100, 200, 300, 400, and 500 miles.
100 miles
15% off one item
Free Patagonia headband or hat
200 miles
25% off one item
Free Patagonia water bottle
300 miles
50% off one item
Free Patagonia shirt
400 miles
75% off one item
Free Patagonia jacket or hoodie
500 miles
90% off one item
Free Patagonia hiking backpack
“Tales From The Trails” Activation
“Tales From The Trails” is a brand activation Patagonia will host where hikers can come together and share their stories from the trails. They can share fun and wild stories on how their gear got damaged or worn down throughout the hiking season.
There will be Patagonia employees there with some featured products, information about the Worn Wear program, and repair stations where attendees can drop off some torn clothing and get it repaired.
This activation will take place in October which is the end of hiking season and will be at 2 locations in California, and 2 locations in Colorado. The locations will be spaces where attendees can come, eat, drink, play games, and share their stories.
We chose Colorado and California because there is a high concentration of amputees and athletes with disabilities. There are also a lot of adaptive sport resources and programs in the 2 states.
California
Partner with SoCal Adaptive Sports to hold 2 “Tales From The Trails” events in southern California. SoCal Adaptive Sports is a non-profit organization that focuses on improving the quality of life for people with physical disabilities through inclusive, accessible sports and activities.
Locations:
Palm Desert Civic Center Park
SoCal Adaptive Sports holds an annual Adaptive Sports Fair at Palm Desert Civic Center Park so we figured this would be the perfect place to also hold the “Tales From The Trails” activation.
California Smash
California Smash is where sport meets social. There are areas to hang out, meet new people, food, and drinks. The courts are also designed to reduce impacts which helps with joints and reduces pain from prosthetic limbs.
Colorado
Partner with the National Sports Center for the Disabled to hold 2 “Tales from the Trails”. Similar to SoCal Adaptive Sports, the National Sports Center for the Disabled is a non-profit organization based in Colorado that provides adaptive recreational and competitive outdoor sporting events for people.
Locations:
Front Range Adaptive Program Center
The Front Range Adaptive Program Center is located in the Jefferson County Fairgrounds in Golden, Colorado. It’s a recreational facility that offers adaptive sports for children and adults and has a lot of outdoor spaces for events.
Chicken N Pickle
Chicken N Pickle is a family-friendly community hub that has pickleball courts, a restaurant, sports bar, and yard games in Thornton, CO. They have on-site sport wheelchairs and all of their courts are ADA accessible.
KPIs
Phase 1: Collabs and Partnership
Tags and mentions on social media
Increase traffic to Patagonia’s Worn Wear page
Phase 2: The Challenge
Amount of participants in the challenge
Percentage of users who complete the challenge
Conversion rate of usage of the discount
Phase 3: The Activation
Event attendance
Amount of attendees who get their gear repaired at the event
Social media tags and mentions before and after the event