Nikwax initiates innovative 'Formulated for Adventure' campaign aimed at inciting and bolstering the confidence of the younger demographic
In 2025, Nikwax, a trusted global leader in environmentally safe cleaning, waterproofing, and deodorising solutions for outdoor clothing, footwear, and equipment, unveiled the "Formulated for Adventure" campaign. This initiative, designed to make outdoor exploration more accessible, inclusive, and fun for all, particularly targets Millennials and Gen Z.
The campaign, developed in collaboration with Manchester-based creative agency Outside of Ordinary, aims to inspire younger generations to participate in outdoor activities by showcasing the joy, beauty, and fun that the outdoors can provide. It seeks to understand and communicate the barriers younger consumers face in engaging in outdoor activities and lower those barriers by encouraging them to get properly equipped and prepared.
Nikwax is taking several key steps to achieve this goal. They are emphasising the importance of being well-prepared with suitable outdoor gear that stays functional in all weather conditions. This addresses concerns that younger people may have about discomfort or gear failure, thereby lowering the barriers for them to embark on outdoor adventures.
The campaign also showcases the use of Nikwax products for jackets, boots, backpacks, which help keep gear waterproof and durable, enabling confident off-grid or adventure activities. Real-life adventure visuals and endorsements from outdoor enthusiasts on platforms like Instagram and TikTok are used to engage younger audiences and illustrate how their products support active outdoor lifestyles in various environments.
The campaign promotes the idea that outdoor experiences are accessible and enjoyable for newcomers and seasoned adventurers alike, appealing to young people’s sense of exploration and adventure while ensuring comfort and protection through proper gear care.
Nikwax's commitment to clean chemistry means never using PFAS or aerosols, and not testing on animals. The product line is water-based and non-persistent, and all product bottles and lids are made from 100% post-consumer recycled plastic. Furthermore, Nikwax has carbon balanced all 47 years of its operations.
The "Formulated for Adventure" campaign partners with brands like Cotopaxi, Passenger, and LifeStraw, and communities such as All Terrain 95, The Great Friendship Project, Hiking Buddies UK. Cotopaxi, one of the partnering brands, believes that adventure inspires to make the world better and creates responsibly made outdoor gear to support communities. Passenger, another partnering brand, believes that finding escapism in nature recharges and encourages more people to find their own paths and roam further.
Chris Conlan, co-founder of Outside of Ordinary, stated that the campaign sends a positive message that everyone has a sense of exploration within them. The campaign uses a multimedia, cross-platform approach, with a digital-first strategy across video and social platforms.
In conclusion, Nikwax's "Formulated for Adventure" campaign, driven by Outside of Ordinary's creative concept, aims to make the outdoors accessible to everyone, regardless of weather or type of adventure. It leverages product education, social media influence, and an inclusive message of accessibility to encourage young people to embrace outdoor activities despite challenging weather or conditions.
- Nikwax, a global leader in environmentally safe cleaning solutions for outdoor gear, launched the "Formulated for Adventure" campaign, aimed at making outdoor exploration more accessible and enjoyable for Millennials and Gen Z.
- The campaign, developed by Manchester-based creative agency Outside of Ordinary, highlights the joy and beauty found in outdoor activities while addressing young consumers' concerns about discomfort or gear failure.
- Nikwax emphasizes the importance of proper preparation, encouraging younger individuals to invest in suitable outdoor clothing, footwear, and equipment for all weather conditions.
- Real-life adventure visuals and endorsements from outdoor enthusiasts on platforms like Instagram and TikTok are used to illustrate how Nikwax products support outdoor lifestyles in various environments.
- Partnerships with brands like Cotopaxi, Passenger, LifeStraw, and communities such as All Terrain 95, The Great Friendship Project, and Hiking Buddies UK, reinforce the campaign's message of adventure and community.
- Nikwax's commitment to clean chemistry includes never using PFAS or aerosols, not testing on animals, and avoiding harmful materials, ensuring its products align with young people's values of sustainability.
- The "Formulated for Adventure" campaign uses a multimedia, cross-platform approach, with a digital-first strategy across video and social platforms, encouraging young people to embrace outdoor activities regardless of the weather or conditions.
