Inspiring activism
To celebrate 50 years in business, Patagonia kicked off a campaign this month to communicate its intentions for the next five decades. Launching on March 10, the first day of SXSW, the outdoor wear brand hosted several events at its Austin stores.
“For the next 50 years, especially within marketing and storytelling, the most important thing we can do … [is] connecting people to action and helping meaningfully change people’s behavior,” Aileen Ottenweller, head of brand and impact marketing at Patagonia, told Adweek. “To kick off at South by, we planned a series of events that help catalyze that for the Austin community.”