Jack Wolfskin is taking a new direction: “Made for Further”

With the Autumn/Winter 2026 season campaign, the brand is focused on long distance and thru-hiking, and is introducing the newly-founded Long Distance Hike Team (L.D.H.T.)

Jack Wolfskin is repositioning itself: With the launch of the Autumn/Winter 2026 season, the brand is consistently aligning its focus on longdistance and thru-hiking. The new brand claim “Made for Further” sums up this change of course, and stands for a brand that does not ask when you will turn back, rather how much further you can go.

New brand orientation: Long-distance & thru-hiking Jack Wolfskin is going further than ever before. The brand is focusing all its energy on a discipline that uniquely stands for endurance, minimalism, a specific attitude and a genuine closeness to nature: thru-hiking. That is, hiking over several weeks and months, through different countries, climate zones and seasons. For Jack Wolfskin, this orientation is not merely a marketing decision, but a fundamental brand stance. It reflects what the company wishes to stand for: Products and values made for really long days spent outdoors – not for the car park at the trailhead.

In focus: People with an urge to go further The realignment was preceded by an intensive exchange with the thru-hiking community. The core result: Regardless of their background, pace or chosen trail, everyone is connected by an inner attitude that goes beyond the activity itself – a drive primarily unlinked to activity, but to the willingness to follow one’s own curiosity, to take the first step and to keep going, even before everything is planned out. This is precisely the mindset that will shape Jack Wolfskin’s brand identity in the future.

Three brand pillars 

Product: Ultralight, durable systems that fade into the background, so that the journey can continue – less weight, more trail. 

Activity: Thru-hiking as the brand’s anchor – distance becomes a way of life rather than a weekend option; Jack Wolfskin supports people who think in weeks rather than days. 

Community: Jack Wolfskin connects hikers via authentic trails and shared experiences into a community that hikes, as opposed to performing. 

Campaign launch: The Long Distance Hike Team (L.D.H.T.) At the centre of the Autumn/Winter 2026 campaign is the newly-founded Long Distance Hike Team (L.D.H.T.) by Jack Wolfskin: Thru-hikers who are out on real trails for months and make real decisions there. The team makes the new brand

stance visible – in real time, on the trail, with no staging. Members of the L.D.H.T. come from different backgrounds, and they move atdifferent speeds and on different terrain. They are connected by their passion for thru-hiking and the willingness to keep going, even when turning back would be the easier path.

“Made for Further” accompanies the L.D.H.T. on its trails: their thoughts, their decisions, their equipment logic – the thru-hiking mindset, told by those who live it daily. The campaign runs across all channels: digital, on social media, OOH advertising and at the point of sale.