Hunter reveals new campaign and brand strategy and refresh identity


Hunter reveals its new seasonal campaign, For The World Outside, marking the brand’s refreshed identity, values and creative direction. The campaign celebrates the role Hunter has played in everyday exploration for over 160 years and the people who are redefining it for future generations. For The World Outside is the first campaign to be unveiled under the leadership of CEO Paolo Porta, who was appointed in June 2020. Since joining the company Paolo has set a clear and ambitious strategy to reposition Hunter as the leading British outdoor lifestyle brand with a meaningful connection to nature, focusing on product elevation and diversification into all-season, all-weather with sustainable practices at its core.

Hiring in experts from their respective fields to deliver the strategy, Porta has bolstered the leadership team including the brand and creative team by appointing Claudia Plant as chief marketing officer and Sandra Romboli as global design director last year. The introduction of a sharpened new brand identity and launch of Hunter Protect, the brand’s sustainability and accountability roadmap, comes as the first phase the brand’s evolution, followed by the launch of Romboli’s first collection arriving for AW22 in July next year. 

In addition to these appointments Porta has further strengthened the team in key areas of the North America region and Supply Chain. Announcing Lara Meiland-Shaw as executive vice-president of the Americas to deliver growth through strong wholesale partnerships aligning with direct-to-consumer physical and digital activities and Dave Powell as chief supply chain officer, responsible for supply chain strategies, development, product quality and logistics both short and long term impact, who joined in June and July this year.