With the launch of the Autumn/Winter 2026 season, the brand is decisively shifting its focus to long-distance and thru-hiking.
The new brand claim, „Made for Further,“ encapsulates this change in direction; it represents a brand that asks not when you turn back, but how much further you can go. New Brand Focus: Long-Distance & Thru-Hiking Jack Wolfskin is going further than ever before. The brand is concentrating all its energy on a discipline that, like no other, embodies endurance, minimalism, a specific mindset, and a genuine connection to nature: thru hiking—trekking over weeks and months, traversing different countries, climate zones, and seasons. For Jack Wolfskin, this direction is not merely a marketing decision but a fundamental brand philosophy. It reflects what the company stands for: products and values designed for truly long days outdoors— not for the trailhead parking lot. In Focus: People Driven to Go Further This strategic shift was preceded by extensive dialogue with the thru-hiking community. The key takeaway: Regardless of background, pace, or chosen trail, these individuals share a mindset that transcends the activity itself— a drive rooted not primarily in the act of hiking, but in the willingness to follow one’s curiosity, take the first step, and keep moving forward, even when not everything is planned out. It is precisely this mindset that will shape Jack Wolfskin’s brand identity moving forward.
Three Brand Pillars
Product: Ultralight, durable systems that fade into the background so the journey can continue— less weight, more miles. Activity: Thru-hiking as the brand’s anchor—distance becomes a way of life rather than just a weekend option; Jack Wolfskin accompanies people who think in terms of weeks rather than days. Community: Jack Wolfskin connects hikers through authentic trails and shared experiences, forming a community that focuses on hiking, not performing.
Campaign Launch: The Long Distance Hike Team
At the heart of the Fall/Winter 2026 campaign is Jack Wolfskin’s newly formed Long Distance Hike Team L.D.H.T.): thru-hikers who spend months on real trails, making real-world decisions along the way. The team brings the new brand stance to life—in real time, on the trail, without staging. L.D.H.T. members come from diverse backgrounds and move at different paces across varied terrain. They are united by their passion for thru hiking and a willingness to keep going, even when turning back would be the easier choice. „Made for Further“ follows the L.D.H.T. on their trails: their thoughts, their decisions, their approach to gear— the thru-hiking mindset, told by those who live it every day. The campaign runs across multiple channels: digital, social media, OOH, and at the point of sale.
On the trail, things rarely stay the same. Sunshine turns to rain, forest gives way to rock, and exertion can suddenly transform into a sense of ease. The legendary 3-in-1 jacket from the Jasper collection is designed for exactly that— and has been for ten years.
For a decade, this jacket—featuring the iconic paw print—has been a loyal companion on every hiking trip, prized for its adaptability. It is a jacket that keeps up with whatever the day brings. Sometimes the waterproof outer jacket protects against the wet; at other times, the inner jacket with TEXAtherm technology provides extra warmth on long, cold hikes; and occasionally, the Jasper serves as a complete 3-in-1 system offering maximum protection against wind and weather. While the underlying concept has remained constant over the years, the details have evolved— step by step, season by season, always improving.
To mark its tenth anniversary, the Jasper now arrives in its best form yet: more sustainable, more thoughtfully designed, and more versatile than ever. One collection, four styles—the right layer for every hike Ten years of development have culminated in four new models. From simple insulation to a 2-layer setup or a full-fledged 3-in-1 system, the Jasper collection is built for every trail.
