Leaned into a more playful kind of nostalgia rooted in making, building, and doing. It celebrated the satisfaction of well-made gear for real-world hobbies and hands-on projects, positioning Duluth products as thoughtful gifts for people who find joy in staying busy and getting their hands dirty.

Led full-funnel copy development across channels, shaping campaign messaging and product-focused storytelling to carry the concept through every touchpoint. The tone balanced irreverence with warmth, staying true to Duluth’s voice while making the season feel more personal, practical, and fun.

Drove revenue growth in all digital and retail channels during a very critical brand turnaround period.