Case Study: Royal Robbins Reignites Its Outdoor Brand with Division of Labor

Royal Robbins boosts website visits and sells in better than in years with Division of Labor

Royal Robbins, a legacy outdoor apparel brand, faced the challenge of reigniting relevance in the modern outdoor market after drifting from its climbing heritage. The company partnered with the advertising agency Division of Labor to reposition itself as an authentic challenger brand against dominant competitors like Patagonia and The North Face.

Division of Labor developed the "Born in Basecamp" creative platform, which reconnected the brand to its founder story and climbing origins. This strategy was executed across a full relaunch campaign including digital video, social media, and in-store materials. The results were significant, with the brand selling better than it had in years, a massive improvement in retail response, and exponential growth in website visits and social engagement. Division of Labor successfully helped Royal Robbins behave like a startup to reclaim its position in the outdoor category.

Royal Robbins