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Cotopaxi

The Challenge

Cotopaxi is a new, trendy outdoor brand that is rising through the ranks of the outdoor industry ($58M in 2021 revenue). While Cotopaxi had the right ingredients for a differentiated position in-market, they needed to sharpen, simplify, and systematize their strategy and tactics to unlock a movement. Customers were confused around where and when to sport Cotopaxi products, standing in the way of building loyalty.

The Solution

We identified Cotopaxi’s primary and second target audiences and revamped their brand strategy by creating a clear filter for decision-making. The team prototyped five brand activations
to bring the new strategy to life.

My Role

  • Led customer research, including ethnographies, surveys, site visits, etc.

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  • Identified Cotopaxi’s primary target audience based on user behaviors

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  • Spearheaded Cotopaxi’s new brand strategy and activations

The Impact

  • Cotopaxi grew from $58M to $150M+ in revenue (2021-2023)

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  • Cotopaxi won the Fortune 2023 Change the World Awards

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