‘Outdoors’ is not a destination — it’s a lifestyle, says Cape Union Mart (opens original article in a new tab)

Cape Union Mart rebrands to 'Live Life Outside', shifting focus from adventure destinations to outdoor living as a lifestyle, emphasizing inclusivity and everyday experiences.

• Cape Union Mart rebrands from 'Adventure Starts Here' to 'Live Life Outside' to reflect evolving outdoor living as a lifestyle
• The new brand identity emphasizes everyday outdoor activities and inclusivity, moving beyond traditional adventure destinations
• The rebrand highlights quality, technical performance, and accessibility of outdoor gear for diverse lifestyles