Our strategy centred on the concept of "taking up space," positioning Rhiane as a trailblazer breaking down barriers and creating opportunities for young people, women, and those who feel unwelcome in nature to find belonging within the outdoor community.

We designed a roster of activities that placed Mountain Warehouse at the centre of the conversation, steering the brand towards becoming a force for change while remaining open to learning along the way.

This included multiple engagement events, such as a Powerful Women in the Outdoors lunch hosted by Rhiane, a mini video content series across owned channels, and several campaign shoots.

The project has generated coverage in key media outlets, including Hello, The Guardian, and the partnership assets became the most-viewed content across Mountain Warehouse’s channels.