Nikwax rolls out 'Formulated for Adventure' campaign, aiming to ignite passion and empower the upcoming youth
Nikwax Launches "Formulated for Adventure" Campaign
Nikwax, a global leader in waterproofing and aftercare products, has launched an exciting new campaign aimed at making the outdoors accessible to everyone. The "Formulated for Adventure" campaign, initiated in 2025, emphasizes the importance of being prepared for various outdoor conditions, regardless of the weather.
The campaign is a collaborative effort, partnering with renowned outdoor brands like Montane, Adidas Terrex, Icebreaker, Cotopaxi, Passenger, and LifeStraw, as well as communities such as All Terrain 95, The Great Friendship Project, and Hiking Buddies UK. This collective endeavour is spearheaded by Marketing Director Laura Ball.
Nikwax's 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. The brand's commitment to clean chemistry means never using PFAS or aerosols, and not testing on animals.
The campaign aims to inspire younger generations, particularly Millennials and Gen Z, to engage in outdoor activities. Research was undertaken to understand the barriers younger consumers face and communicate the joys of outdoor activities. Chris Conlan, co-founder of Outside of Ordinary, a Manchester-based creative agency brought on board to develop the creative concept for the campaign, stated that younger generations are eager to explore the outdoors but don't always know how.
The 'Formulated for Adventure' concept draws on Nikwax's extensive scientific credentials and aims to drive forward accessibility for all in the outdoors. Cotopaxi, a partner brand, believes that adventure inspires and helps make the world better, while Passenger values adventure and escapism, and believes in reconnecting with nature to find balance and wellbeing.
The campaign is a multimedia, cross-platform initiative, with a digital-first approach across video and social platforms. Nikwax has carbon balanced all 47 years of its operations, demonstrating its commitment to environmental sustainability.
In a recent statement, Conlan also mentioned that 'Formulated for Adventure' sends a positive message that everyone has that sense of exploration within them. This message is sure to resonate with the younger generations, encouraging them to embrace the outdoors and embark on their own adventures.
- Nikwax's "Formulated for Adventure" campaign collaborates with outdoor brands to make the outdoors accessible, promoting outdoor activities like hiking and exploring nature.
- The campaign aims to inspire younger generations, such as Millennials and Gen Z, by addressing their concerns about outdoor activities and showcasing the joys of outdoor-living.
- Nikwax's product line, including outdoor gear and outdoor clothing, is made with water-based, non-persistent materials, and are packaged in recyclable containers.
- The campaign runs across various digital and social platforms, promoting an eco-friendly lifestyle that values adventure and reconnecting with nature, as demonstrated by partner brands like Cotopaxi and Passenger.
- With its commitment to clean chemistry, Nikwax's "Formulated for Adventure" campaign sends a positive message about outdoor-living, home-and-garden, and the importance of adventure in fostering a sense of balance and wellbeing.
