case study

climbing higher
for Wild Country

Climber with chalk-covered hands

Vivid has partnered with Wild Country from their very humble beginnings, to continually forge the brand into the hearts and minds of climbers around the world.

Since the brand’s acquisition in 2012 by Oberalp Group, significant investment has been made in new product development, sales channels and marketing. This investment has allowed Vivid to re-imagine the brand, enabling it to dominate its space globally.


years of heritage


innovations and product launches


of friends

#PureClimbing hashtag overlaying a beautiful landscape
Climber high up on a mountain ledge
steeped in climbing history

Innovation and first ascents

We started by focusing on innovation and first ascents. Wild Country invented the first non-passive safety device for climbing in 1977 – aptly named the ‘Friend’. This iconic piece of equipment changed the face of the sport forever. So it was only right that it featured prominently in our marketing mix.

Climber's set of carabiners hung around their waist
Climber on a rock & a helmet closeup


Emotive, lifestyle and product photography were all carefully art directed and edited to provide a bank of powerful brand images that communicate Wild Country’s difference. They are manufacturers of quality and safety, of innovation, of first ascents, of authenticity and fun. Our photography helped create a sense of inclusivity for climbers worldwide.

Mixture of climber photographs
Camaraderie... the spirit of good friendship and loyalty among members of a group.
Wild Country - Motion Jean / Dynamik Jacket
Jordan Buys wears Team vest -
Jordan Buys wears Teams Vest -
Group of climbers doing indoor boldering
Tablet with website
Phone in a hand

Wild Country placed its trust in Vivid at the start of the new millennium which was an auspicious time for them to start their new company. The relationship with Gerry Arcari goes back further than this and made the decision to place all our marketing with this then new company an easy one. Vivid has played a pivotal role in the growth of Wild Country as they have guided us through the ever changing diversification and digitalisation of the marketing mix.

Steve Foster

Wild Country