Gregory Backpacks | Plus Size Packs

Gregory Packs — Plus Size Collection Launch

Overview

Gregory approached us with a product that aligned directly with our core principles—equality, inclusivity, and access. Their new plus-size pack wasn’t just an iteration of existing gear, but part of a broader shift toward making the outdoors more accessible to a wider audience.

Developed in collaboration with Unlikely Hikers, the collection was shaped by over a year of testing with their community—ensuring it reflected real-world needs rather than assumptions.

Our role was to bring these stories to life—capturing the lived experience of hikers who have historically been overlooked, and reframing what belonging in the outdoors looks like.

Challenge

The outdoor industry has long underserved larger-bodied athletes—both in representation and in product design.

Gregory’s challenge was twofold:

Introduce a technically sound plus-size pack

Communicate its purpose in a way that felt authentic, not performative

This required moving beyond traditional product marketing and building a campaign grounded in real voices and lived experience.

Approach

We partnered directly with Unlikely Hikers to ensure the campaign was community-led from the outset.

Rather than focusing on product features alone, we built a narrative around:

Personal experience in the outdoors

Barriers to entry and moments of exclusion

The reasons people continue to return

The goal was to create work that felt honest, human, and representative of a broader audience—while still delivering a strong product message.

Execution

We produced a suite of social-first films and campaign assets designed for distribution across Gregory and Unlikely Hikers’ platforms.

The creative focused on:

Documentary-style storytelling

Natural environments that reflect real use

Intimate, voice-led narratives over scripted messaging

Content was designed to live natively across social—prioritizing authenticity, shareability, and connection over traditional ad formats.

Distribution & Reach

The campaign was distributed across:

Gregory’s owned channels (100K+ audience)Unlikely Hikers’ platform (200K+ highly engaged community)

This combined reach positioned the campaign in front of a large, highly targeted audience already engaged in conversations around inclusivity in the outdoors.

In addition, the product launched through major retail channels including REI, significantly expanding national visibility and reinforcing credibility within the outdoor industry.

Impact

The campaign supported the launch of the outdoor industry’s first dedicated plus-size backpack line—marking a meaningful step toward more inclusive product design.

By centering real voices from the Unlikely Hikers community, the work moved beyond representation and into tangible access—helping redefine who the outdoors is for.

The project contributed to a broader cultural shift within the industry, where inclusivity is no longer just a message, but a product-led commitment.

Deliverables

Social-first campaign films
Short-form video edits for digital distribution
Brand storytelling assets
Photography for campaign use

Key Takeaway

This was not just a campaign—it was the launch of a new category within outdoor gear.

By combining community-led storytelling with product innovation, Gregory was able to authentically connect with an underserved audience while setting a new standard for inclusivity in the industry.

Client: Gregory Packs x Unlikely Hikers‍ ‍
Executive Producer: Gareth Leah
Creative Director: Gareth Leah
Photography: Will Saunders
DoP: George Bruce Wilson‍ ‍
Talent: @jennybruso @breezy__does__it @friedchicken515 @chilltash @bobbyyoungs

#onlyepic