Mountain Equipment Co-op introduces new branding
By Adnews Staff
Vancouver-based outdoor equipment retailer Mountain Equipment Co-op has begun a new branding campaign that encourages consumers to participate in active outdoor lifestyles. The new campaign, called "We are all outsiders," focuses on the motivations that draw people outdoors. The brand is intended to be more appealing to young adults, and to address more urban outdoor activities. It also promotes a new collection of fall products, including technical backcountry gear and a range of cycling and running apparel. The company has adopted a new logo and new in-store signage, and redesigned its website at MEC.ca. A new site at
"Outsiders conveys a new, more inclusive definition of what it means to be active outdoors," said CEO David Labistour. "MEC is embracing the needs of the future, while remaining focused on our goal of leading people from their front door to the far outdoors."