Canada Goose brings nature’s fringe to way of life advertising push

High-end outwear model Canada Goose not too long ago posted a short video to its social channels that clips collectively gorgeous photographs of nature and folks shifting by means of distinctive and harmful locations: a twister, an erupting volcano, a kayaker in tough waters and somebody paragliding off a mountain. 

The video is a part of the model’s new advertising platform “Natural Intelligence,” which displays a want to get again to a story extra grounded within the exterior world. Accordingly, “Natural Intelligence” launched earlier this month through the excessive season of nature’s calendar, proper after the summer time solstice, stated Victoria Freeman, Canada Goose’s senior vp of worldwide advertising.  

“We wanted to bring back the story and the connection to the actual world,” stated Freeman. “Really what our whole brand is built around is facilitating exploration and helping people thrive in that natural world.”

The new model platform is backed by a sentiment that customers are feeling more and more disconnected from nature. 

The model cited a September 2025 report from British Columbia, Canada’s tourism board that discovered 46% of individuals really feel there’s a nature deficit within the media and tradition they eat. The report, which surveyed 2,000 adults within the U.S., famous that regardless of craving breaks from their screens, Gen Zers spend much less time in nature than Gen Xers did after they have been at that very same age. 

“Breaking away to the freedom of nature is something that we want to be an advocate of,” stated Freeman. 

Canada Goose’s earlier longtime advertising platform, “Live in the Open,” centered round a way of freedom and connecting with the skin world, stated Freeman. The new messaging takes this a step additional and leans closely into making an attempt to supply a deeper glimpse on the which means behind the idea of pure intelligence.

“Natural intelligence is being unavailable but fully present,” a caption reads over a clip of an individual boarding down a volcano. “Natural intelligence is the original operating system,” the overlay continues in a fast skip. The copy goes on in an identical vein: “Natural intelligence is feeling the season before the calendar agrees. Natural intelligence is reading clouds like subtitles. Natural intelligence is knowing the best stories don’t expire. Natural intelligence is being attached to nothing and connected to everything.”

Bringing the luxurious of the outside to shoppers

Reconnecting with nature isn’t a brand new idea nor a singular one in advertising. But the pure world is a luxurious that not everybody has entry to and the digital world has the tendency to drag folks away from it, Freeman stated. 

“[The platform is] meant to be capturing the fringes and the phenomenon of the natural world and bringing some of those new storylines to the consumer and to our audience,” the exec stated. 

Canada Goose began rolling out its digital storytelling on its social media channels this month, with the platform operating by means of the tip of the 12 months and certain past into 2027, per the corporate. Much of the summer time push options numerous terrains all over the world, whereas fall and winter iterations will characteristic folks shifting round in additional winter-oriented components. 

The tales can be posted on Instagram and TikTok, that includes international occasions and areas the place nature serves “as a source of knowledge,” Freeman stated. Consumers may also get a glimpse into the lives and work of various discipline consultants who work together with elements of the skin world which might be usually inaccessible or missed. Featured consultants embody a mushroom biologist, a stormchaser and a firefly researcher offering a behind-the-scenes view of the science and rhythms of the pure world.

“If you really listen to the atmosphere, it will tell you exactly when change is coming,” says storm chaser Paige Vincent over gorgeous photographs of her taking pictures of tornados in a latest Instagram publish by the corporate. 

“[These are] niche territories of natural phenomenon that we don’t even think about, and we’re sort of surfacing these,” stated Freeman.

Producing extra expeditions and activations

The origins of the brand new platform might be traced again a few years. For the 2024 launch of its Snow Goose collection – designed by the corporate’s first artistic director Haider Ackermann – the brand showcased the French designer’s trek by means of distant, snowy and mountainous landscapes of Iceland with a small group of individuals. 

“That content for us just blew up on our digital channels,” stated Freeman. 

Wanting to proceed sharing such experiences, however on a extra accessible regional stage, the corporate began taking smaller teams of individuals to attention-grabbing locations, so it might inform extra tales on its digital channels, stated Freeman. 

Once such tour was a visit to Haida Gwaii, an archipelago off the northern coast of British Columbia, Canada, that’s influenced by the “power and aggression of the Pacific Ocean,” stated Freeman. Content associated to the journey began rolling out on July 24.

The model additionally did an activation in June to have a good time Acqua di San Giovanni, a summer-solstice ritual in Tuscany, Italy, the place folks go away wild flowers immersed in water exterior in a single day, making a cleaning, therapeutic and replenishing combination. 

“That’s a whole Italian ritual that happens that nobody talks about,” stated Freeman. “But it has such amazing intelligence that’s built into it.”

The model can also be cataloging an extended listing of creators who’re thought-about discipline consultants on digital areas, together with Instagram and TikTok, so it could publish nods and recognition to their slice of pure intelligence of their feedback, stated Freeman. The thought is to conduct a extra grassroots, guerrilla-type of promoting execution.

Merging way of life with the skin world

Before launching the brand new platform, the model’s spring campaign centered on celebrating the return of the solar — an necessary occasion in Northern communities that go months with out daylight. Canada Goose despatched a group clad in the brand’s apparel to Svalbard, Norway, to partake in its annual competition welcoming the solar again after greater than 100 days of darkness. 

That effort was the model’s top-performing content material up to now in 2026 primarily based on natural attain and engagement, the corporate said in an e-mail. 

“It was a campaign that was very grassroots and experiential in activation and in nature,” stated Freeman. “But it also had a fashion campaign component that brought in those visual elements of that return of the sun.”

The success of the marketing campaign led the model to appreciate they’d one thing within the texture of the pure calendar and occasions taking place within the pure world, stated Freeman. 

About a decade in the past, Canada Goose had a chilly, polar picture, stated Freeman. Over the previous 5 years, the model developed by testing the waters in trend and luxurious. The model is now making an attempt to fuse these two pictures collectively — reconnecting with the skin world and evolving to an all-season way of life model. 

“It’s been the natural progression of growing and changing and going from a one season, very specific product offering for a brand, to something that’s much more lifestyle, local,” stated Freeman. 

The objective is to remind shoppers of who the model is. 

“We were built in the north, but we are a brand for all points in nature across the globe,” Freeman stated. “From a sales perspective, we hope that kind of love and connection with who we are translates to business.”