Fjällräven was popular in Sweden and Europe, but they weren't sure how the US would receive their outdoor gear. So we positioned them in fashion, in the urban outdoor niche. Top-tier product photos and descriptions communicate style and technical details, while visual stories pass on the brand’s European heritage. Social media, paid ads, six national TV commercials, print ads, and influencers helped drive brand awareness with over 1MM impressions. The highly targeted campaign resulted in positive ROI and the brand now enjoys an established, iconic presence in the United States.