Go Outdoors spring campaign says Discover Freedom

By

Nigel TAYLOR

Published
Apr 11, 2023

With spring’s arrival, JD Sports-owned outdoor retailer Go Outdoors has unveiled a new TV ad and multi-channel campaign encouraging its customers to ‘Discover Freedom’.

The campaign, highlights the brand’s new focus not just on being outdoors but on embracing the freedom of spending time outdoors “to liberate yourself from the everyday grind”.

Shot in New Zealand, it features a range of outdoor activities, all to the soundtrack of Take That’s ‘Greatest Day’.

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It also spotlights a range of GO Outdoors’ brands, including Berghaus waterproof jackets, while showcasing its wide range of outdoor products.

The new positioning will be rolling out across all Go Outdoors channels, including the new estate of high street Express stores continuing to open over the next few months.

The campaign has launched across TV, digital, radio, social and customer communications.

Carly Czuba, Group Marketing Director at JD Outdoor, said: “We’ve had a really successful year and found that the song ‘Greatest Day’ in particular evoked a lot of positive emotions across our audience group.

“Moving forward, we want to build on this and remind everyone of how the essence of being outdoors feels. Discover Freedom is a perfect expression of this, not just for us, but for the whole nation.