Deploy an ambitious national campaign for one of Millet most accessible product categories in order to reach new audiences with the new brand story.

Going in the mountains doesn’t follow the same progression path as traditional sport. For mountain goers who want to go to the next level it is not just a question of being “better” at their discipline. It’s often to begin a whole new sport with new rules, new aptitudes, new risks and sometimes, a new beginning could feel too hard to reach. Because Millet crafts reliable, adaptable, durable gears and passes on a timeless knowledge, it’s the perfect support for all mountaingoers who want to reach their first unknowns.

In SS24, through a 360 communication campaign, Millet will encourage and guide all mountain-goers to go for their first unknown in the mountains.