Mammut Sports Group AG has launched its new global campaign: with “Unwellness Retreat”, the Swiss mountain sports specialist based in Seon in the canton of Aargau is inviting participants to swap their comfortable routines for unusual mountain experiences in order to confront challenges, develop new abilities and encourage personal growth. According to a statement, the campaign should be seen as an attempt to move away from trends such as self-optimization, curated rituals and urban retreats. “Unwellness Retreat” was rolled out on October 8 across Mammut’s channels and was developed in collaboration with Small Giants.
The idea for the campaign was first put to the test in the mountains of Chile, where Mammut had invited three content creators “rooted in wellness culture” to take part in slacklining, an ice-climbing tower challenge and a mountain search-and-rescue mission. The experiences of Annabelle, Mahinanani Alexander and Jonah Kest were documented in a three-part series, which is now available on Mammut’s Instagram and YouTube channels.
From October 18 to 23, Mammut, Zalando, Bergfuchs and Bächli are also offering members of the public an opportunity to spend a night suspended on a portaledge at the Verzasca Dam in the canton of Ticino. Mammut is now extending this Unwellness Retreat concept to other countries. For example, in Norway, the company is developing a program in which participants forego “a traditional spa setting” in favor of “a more rugged outdoor experience”.
Since October 22, Mammut has also been calling on Instagram users to get out of the wellness studio and into nature by uploading photos of familiar yoga poses under the hashtag “extremepose” and using the “Add Yours” sticker to share this with Mammut on Instagram Stories. ce/nta