My Role:
Brand Manager

Challenge:
Reignite interest and engagement for Eastern Mountain Sports by leveraging its rich heritage and connecting with a modern outdoor audience.

Approach:
I explored the EMS archives to uncover vintage imagery and ads dating back to 1967. Using these nostalgic assets, I developed creative campaigns including social media caption contests featuring vintage photos. I also partnered with the Outdoor Recreation Archive to create co-branded social posts, expanding EMS’s reach within the outdoor community.

Outcome:
These heritage-driven campaigns significantly boosted community engagement and expanded EMS’s social media presence, helping the brand reconnect authentically with both longtime fans and new outdoor enthusiasts.