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When I arrived at Kathmandu, their position was dire—refresh or die. To turn things around, they had recruited global talent from BBH and Adidas, partnering with local agency Special Group to assemble a super team.

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During that time, I worked closely with the new internal team, contributing core market expertise to help set a fresh strategic and creative mindset for the brand—expertly executed by the team at Special, who leaned right into the world of weird.

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The idea ‘We’re Out There’ stemmed from the belief that we’re our best selves in nature. Out there, we can get freaky, de-stress, and sync with the natural world.

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Internally, it gave the brand fresh direction and energy. Externally, it created a ton of hype and tuned a whole new generation into the brand.

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