Founded in 1967, Eastern Mountain Sports quickly developed a passionate following amongst climbers, backpackers, skiers, kayakers, bikers – basically anyone who loved the backcountry in all it’s varieties.
Over the years that passion faded somewhat. Our mission was simple: revive it.

So we developed a positioning called mntn Life that was more about creating a movement than doing ads. Even in the worst retail environment in decades it resulted in sales increases across the board of over 10% and an almost preposterous increase of over 450% among college students.

Here’s how we did it:
Microsites: If you’re in to the mntn Life, a new Eastern Mountain Sports retail location opening near you is epic news indeed. We helped the anticipation grow by creating a series of microsites with news about the new store, special backcountry events, blogs, videos, photos and new product information.

Advertising: Using a solid mix of targeted print, broadcast, outdoor and transit creative we helped spread the word about mntn Life and what Eastern Mountain Sports stocked to help folks live it right.

The Noreaster: The mntn Life movement needed a rallying point. And during a crisp fall weekend in New Hampshire they got it. The world’s best rock climbers gathered for two days of competitive climbing. New England’s best bands jammed for almost two straight days, and thousands of Eastern Mountain Sports customers camped out and felt the vibe.