Position Millet as the frontline actor that will never cease enabling mountain goers to thrive in the evolving mountains. Reinforce the brand expression to better drive preference as a premium destination for mountain & ascent needs.

The outdoors and mountaineering categories are set to exponentially grow in the next decades, and Millet is one of the most unique and legitimate brands on the market. But its structural resemblance with historical competitors meant that the brand was not conveying the unmatched proposition it can deliver to mountain goers in the next 100 years.

For 100 years, Millet has provided adaptation for mountains as they are: changing & unpredictable. In order for our new brand positioning to empower the brand worldwide, it needs the power that only the backing of a core community can give.

In clarifying the strategic positioning opportunity for Millet, attention was firstly devoted to understanding the foundations, history, products, and cultural aspirations of the Millet organization. This knowledge was then confronted to deep dives into cultural, consumer and category trends. 

KNOWLEDGE FOR THE UNKNOWN: 100 years of expecting the unexpected has enabled Millet to accumulate knowledge that it now has a duty to transmit to all future mountain goers. 

Sharing in common with its athletes, guides, legends and friends an honest perspective on nature and its superiority over mankind, Millet will continue to create gears that support those who dream of places without knowing the way to get there.