A brotherly hike turned half-adventure, half-mess.
We took to the mountains of Annecy with Palmer and Lola—two friends, a tiny tent, and very little planning.

This campaign draws on the spirit of old-school cowboy camping: no tents, no gear lists, just the open air and a good sense of humor.
It’s about embracing the outdoors for what it is: unexpected, unfiltered, and sometimes a little ridiculous.

It’s raw, unfiltered, and fully in line with the brand’s slogan:

No difference between champs or chumps.