Nikwax, the global leader in waterproofing and aftercare products, kicked off 2025 with the launch of its pioneering ‘Formulated for Adventure’ campaign. The outdoor industry powerhouse teamed up with like-minded brands including Cotopaxi, Passenger, and LifeStraw, along with communities such as All Terrain 95, to inspire younger generations, particularly Millennials and Gen Z, to embrace a variety of outdoor activities and experience the joy of adventure, whether big or small.
Despite the growing recognition of the positive impact of outdoor activities on mental and physical well-being, many young people may feel they lack the skills, time, or community to engage in these experiences. As part of Nikwax’s ‘Formulated for Adventure’ campaign the brand has undertaken research with communities including Hiking Buddies UK, All Terrain 95 and The Great Friendship Project to understand the barriers younger consumers face and communicate the joy, beauty, and fun that the outdoors can provide for all.
Nikwax has revealed a new vibrant visual identity as part of the campaign, which is spearheaded by Nikwax’s Marketing Director and fellow Millennial, Laura Ball.
The multimedia, cross-platform initiative was shaped by a new research approach by the brand. It taps into evolving media consumption habits, with a digital-first approach across video and social platforms as well as engaging communities, and fellow outdoor brands.
“At Nikwax, our products have been at the forefront of innovation in the outdoor industry for nearly five decades.” said Laura Ball, Marketing Director at Nikwax. “Now, by launching the ‘Formulated for Adventure’ campaign, we look forward to facilitating a new generation of outdoor enthusiasts. Our cleaning, proofing, and deodorising solutions are the ultimate companion to their adventures and have been specifically ‘formulated’ for them to use and access these special moments, whatever the weather.”
A representative from Cotopaxi added: “At Cotopaxi, we believe adventure inspires us to see the world and make it better. That’s why we create responsibly made outdoor gear that helps us build a movement to support communities around the world. We’re excited to partner with Nikwax on the ‘Formulated for Adventure’ campaign. As a brand committed to communities, impact and sustainability initiatives, we’re proud to be part of this movement to help inspire and empower the next generation to experience the beauty of the outdoors. Working alongside Nikwax, a leader in outdoor innovation, aligns perfectly with our vision to make outdoor exploration more accessible, inclusive, and fun for all.”
Sarah Bartlett, Passenger’s Communications Manager, adds: “At Passenger, adventure and escapism are what we’re all about. We love stepping away from the chaos and reconnecting with nature, so we’re excited to collaborate with Nikwax on the Formulated for Adventure campaign. We believe that finding escapism in our passions and our connections in nature recharges us, bringing balance and wellbeing. Encouraging more people to find their own paths and roam further can only be a great thing.”
Manchester-based creative agency Outside of Ordinary was brought on board to develop the creative concept for the campaign. The agency, which has worked with outdoor brands like Montane, Adidas Terrex, and Icebreaker developed the ‘Formulated for Adventure’ concept to drive forward accessibility for all in the outdoors, drawing on Nikwax’s extensive scientific credentials.
“We are thrilled to collaborate with Nikwax on this campaign,” said Chris Conlan, co-founder of Outside of Ordinary. “Our research shows that younger generations are eager to explore the outdoors but don’t always know how. They trust the brands that make them feel welcome and empowered. ‘Formulated for Adventure’ sends a positive message that we all have that sense of exploration within us and perfectly embodies Nikwax’s scientific expertise and commitment to making outdoor experiences more enjoyable for everyone.”
About Nikwax:
Founded in 1977, Nikwax is the trusted global leader in environmentally safe cleaning, waterproofing and deodorising solutions that extend the performance life of outdoor clothing, footwear, and equipment. The brand’s commitment to clean chemistry means never using PFAS or aerosols, and not testing on animals. Its product line is water-based and non-persistent, and all product bottles and lids are made from 100% post-consumer recycled plastic that can also be recycled. Nikwax has carbon balanced all 47 years of its operations and became an employee-owned trust in 2022.
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