GO THE DISTANCE: PATAGONIA TRAIL RUNNING SHOE EXTENSION

GO THE DISTANCE intends to inspire individuals to be proactive in their local communities in pursuit of a cleaner, safer, and healthier environment for us all. The ads raise awareness of Patagonia’s Worn Wear program, educating customers on their product repair and buyback service to advocate for more eco-conscious consumption. The campaign is centered around a product line extension of sustainable trail running shoes made from recycled ocean plastic. The four unique colorways correspond to environmental initiatives that address global warming, forest conservation, and the protection of Arctic and ocean ecosystems. The concept is that Patagonia donates a small percentage of profits from each shoe in support of these organizations, reinforcing the brand’s promise of “[being] in [the] business of saving our home planet” (Zumaeta, 2024). These efforts also align with Patagonia’s core values of quality, integrity, justice, and an unconventional approach to innovation (Patagonia, 2026). This product extension was intentional, as society sought more activities and experiences in nature after months of isolation in response to the Covid-19 outbreak. This extended period of time spent inside primed the post-pandemic landscape for “significant growth” in the outdoor recreation industry (Bruton, 2023). Advertisements include billboard concepts and Instagram posts that echo the brand voice and ethos. The tone of the messaging is both idealistic and motivational, addressing the current state of the environment and the damage inflicted on the species that inhabit it. The shoe mock-up pictured in the campaign posters is Moncler’s Tailgrip GTX sneaker, used as a conceptual and stylistic reference for the hypothetical product look and feel (Moncler, 2022).

Forest Conservation Fund

Oceana

Protect the Arctic

Action for the Climate Emergency