LONDON, Oct. 11, 2024 /PRNewswire/ -- Late autumn in the concrete jungles of middle European cities can often be cold, grey, and wet. However, life doesn't have to be this way. Last night, Swiss outdoor sports brand Mammut made a bold statement in central London with a spectacular activation aimed at awakening both dormant and new mountain enthusiasts, encouraging them to embrace the outdoors.
The immersive stunt, created and produced by global digital agency partner DEPT, proves that Mammut might be worn to work, but is not a streetwear brand. The message is not only true on yesterday's World Mental Health Day. Mammut has a long history of standing out in an industry that started blurring the lines between streetwear and mountaineering. Mammut's appearance in the city environment where streetwear brands thrive is a way to signal that it doesn't agree with the direction the industry is taking, it will always stay true to its roots, stay above the tree line. By temporarily transforming the city environment, Mammut seeks to reconnect city dwellers with the great outdoors, inspiring them to embrace their adventurous spirit and experience the authenticity of the mountains.
