Brand Strategy · Integrated Campaign · 2026
Howler Bros
Expanding an adventure-driven apparel brand from a male-centered identity into an inclusive, passion-forward community.
The Challenge
Howler Bros has built a loyal following around 'Heed the Call,' but its male-dominated identity limits growth in a market where women make up nearly 50% of outdoor participants. Reposition the brand to reflect the full community already living the lifestyle.
The Approach
- 01
Mapped the competitive landscape and white space: Howler Bros sits in the identity-driven, accessible quadrant with room to grow in inclusive representation.
- 02
Defined the marketing opportunity: evolve from a male-centered outdoor brand into a lifestyle-driven, inclusive community by representing women more consistently.
- 03
Developed the strategy: get female outdoor enthusiasts, 25–35, who feel overlooked by hyper-masculine advertising, to choose Howler Bros by reflecting a passion-forward community they see themselves in.
- 04
Created three campaign concepts: a female ambassador program, a cinematic 'Get Lost Together' short-film series, and female-led outdoor meetups supported by AllTrails, Strava, SMS, TikTok, and Instagram Reels.
The Outcome
A SOW-backed recommendation with a total agency fee of $198,200 across strategy, creative, media, and production phases, plus KPIs targeting 25% higher engagement on female-focused content and 15% growth in female followers.