Australian outdoor brand Kathmandu has partnered with comedy duo Jack Steele and Matt Ford from The Inspired Unemployed, making them the faces of its summer marketing campaign.
Through various campaign elements, Steele and Ford will part ways to explore self-discovery and self-expression in the outdoors, with Kathmandu putting forward its Trailhead Pack to feature in the market materials.
Kathmandu CEO Megan Welch said the Trailhead campaign, which launched this week, will roll out in-store and online, as well as across OOH, BVOD, PR and social media. The content will showcase how Steele and Ford have designed their Trailhead Pack to make it uniquely theirs and encourage audiences to do the same.
“This partnership is special to us,” Welch said. “Matt and Jack inspire people globally to explore the outdoors and chase adventure just like they do, and we love their authenticity, curiosity, and a sense of humour while they’re doing it.
“Nature is a beautiful thing, and, in partnership with The Inspired Unemployed, we’re excited to support a new generation discover the freedom, connection and joy that it brings.”
Welch added that the partnership with The Inspired Unemployed was founded on a shared mission to inspire a new generation to get into nature and embrace outdoor adventure.
“During the partnership, Kathmandu and The Inspired Unemployed will collaborate on creative campaigns, storytelling, product design, real-life gear testing and moments that bring humour, authenticity, and joy to consumers, grounded in outdoor exploration and adventure travel.”
Steele and Ford founded The Inspired Unemployed in 2019 on Instagram. Steele said many Australians are craving connection and nature more than ever. “Right now, it’s crucial,” he said.
“We’re all glued to our phones 24/7, caught up in life, but as soon as you get into nature, everything goes quiet. It’s heaven. It’s perfect. It recharges you.”
“We want to show people that nature can give you a fresh perspective, watching a sunset from a rock or hill – everything feels okay,” Ford added. “Life’s amazing. You stop and think, ‘Alright, it’s not that bad.’ Whatever that worry was, it doesn’t matter.”
This new campaign follows soft sales growth for Kathmandu in FY25, where its total sales lifted just 0.2 per cent. Third quarter sales were down 8.8 per cent, with fourth quarter sales returning to growth, up 2.5 per cent.
The brand’s parent company KMD Brands is expected to release its first-quarter of FY26 results at its AGM next week.