Nikwax initiates 'Formulated for Adventure' campaign aimed at motivating and empowering the younger generation.
Nikwax Launches 'Formulated for Adventure' Campaign to Inspire Outdoor Engagement
Nikwax, a Manchester-based company renowned for its cleaning, proofing, and deodorizing solutions for outdoor enthusiasts, has launched the 'Formulated for Adventure' campaign. The initiative aims to inspire Millennials and Gen Z to engage in various outdoor activities, breaking weather-related barriers to adventure [1][2].
The campaign, developed by Outside of Ordinary, a creative agency based in Manchester, emphasizes inclusivity and encourages outdoor exploration in all conditions. Chris Conlan, co-founder of Outside of Ordinary, stated that younger generations are eager to explore the outdoors but don't always know how [3]. He added that the campaign sends a positive message that everyone has a sense of exploration within them.
Nikwax has partnered with several brands and communities to support this campaign. These include Cotopaxi, Passenger, LifeStraw, All Terrain 95, The Great Friendship Project, and Hiking Buddies UK [4]. These partnerships reflect Nikwax's commitment to supporting communities and outdoor activities.
Cotopaxi believes that adventure inspires and supports communities around the world, while Passenger values adventure and escapism, reconnecting with nature, and encouraging more people to find their own paths.
Nikwax's products are known for their commitment to clean chemistry. They never use PFAS or aerosols, and they do not test on animals. The product line is water-based and non-persistent, and all product bottles and lids are made from 100% post-consumer recycled plastic.
The 'Formulated for Adventure' campaign is a multimedia, cross-platform initiative with a digital-first approach. It launched in 2025, and Nikwax has a new vibrant visual identity for the campaign, spearheaded by Marketing Director Laura Ball.
Outside of Ordinary has previously worked with outdoor brands like Montane, Adidas Terrex, and Icebreaker, and it seems plausible that they collaborate with similar brands for this campaign, although no direct partnerships are detailed in the available information.
Nikwax has also carbon balanced all 47 years of its operations, and it became an employee-owned trust in 2022. These initiatives reflect the company's commitment to sustainability and ethical business practices.
In conclusion, the 'Formulated for Adventure' campaign aims to make outdoor activities accessible for everyone, regardless of the weather or type of adventure. It encourages younger generations to explore the outdoors, and it partners with brands and communities that share this vision. The campaign's digital-first approach and commitment to sustainability make it a significant initiative in the outdoor industry.
[1] https://www.nikwax.com/uk/formulated-for-adventure [2] https://outsideofordinary.co.uk/ [3] https://www.manchestereveningnews.co.uk/news/greater-manchester-news/manchester-based-company-nikwax-launches-19455609 [4] https://www.cotopaxi.com/ [5] https://www.passenger.co.uk/ [6] https://www.livestrong.com/ [7] https://www.allterrain95.com/ [8] https://greatfriendshipproject.org/ [9] https://hikingbuddiesuk.com/ [10] https://www.montane.co.uk/ [11] https://www.adidas.com/terrex [12] https://icebreaker.com/ [13] https://www.carbonfootprint.com/ [14] https://employeeownership.co.uk/
- Engaging in various outdoor activities, braving weather-related challenges, has been promoted by Nikwax's 'Formulated for Adventure' campaign, a Manchester-based initiative geared towards Millennials and Gen Z.
- With the launch of the 'Formulated for Adventure' campaign, Nikwax aims to foster inclusivity and inspire outdoor exploration in all conditions, partnering with brands like Cotopaxi and Passenger to support this vision.
- Cotopaxi and Passenger share Nikwax's belief in adventure as a means to inspire and support communities globally, emphasizing reconnection with nature and encouraging more people to forge their own paths.
- Nikwax's commitment to clean chemistry is evident in its product line, which avoids PFAS, aerosols, and animal testing, opting instead for water-based, non-persistent solutions in 100% post-consumer recycled plastic containers.
- The 'Formulated for Adventure' campaign is a multimedia, cross-platform initiative, with a digital-first approach, and a vibrant visual identity designed by Marketing Director Laura Ball.
- The campaign extends beyond just outdoor gear and activities, as it aligns with lifestyle trends, advocating for a holistic approach to outdoor living that includes fashion-and-beauty, food-and-drink, home-and-garden, and even relationships and travel.
- Nikwax's dedication to sustainability is evident in its carbon balancing of all 47 years of operations and its shift to employee ownership in 2022, reflecting a commitment to ethical business practices.
