R/GA Launches ‘Wear the Ever-Changing Mountain’ for Arc’teryx Japan to Redefine Backcountry Performance

_Campaign positions Arc’teryx snow gear as essential safety equipment, deploying an intelligent brand system that connects cinematic storytelling, physical activations, and digital utility._

sub-paragraph-levis-1

levis-en-jp-1

**TOKYO [February 19], 2026** Creative innovation company R/GA has partnered with Canadian outdoor brand Arc’teryx to launch a comprehensive winter campaign designed to cement the brand as the definitive choice for Japan’s snow mountain athletes. Titled ‘Wear the Ever-Changing Mountain,’ (変わりつづける山を着る) the campaign shifts the brand narrative from apparel to be worn, to precision equipment to be relied upon.

With Japan’s backcountry offering some of the world’s most coveted powder snow, the campaign aims to capture two distinct audiences: the advanced touring enthusiast seeking technical perfection, and the transitioning resort rider looking for the confidence to step into the backcountry. To achieve this, R/GA developed a strategy that repositions Arc’teryx jackets, specifically the RUSH collection, not just as clothing, but as vital tools for survival and performance in unpredictable alpine terrain.

"The Japanese backcountry is beautiful, but unforgiving. Conditions change fast, and your gear is often the only thing standing between a great day and a dangerous situation,” said Sasha Barkans, Creative Director at R/GA. “Our creative approach was to show how the mountain is constantly changing, and how Arc’teryx gear helps you adapt. It’s not really about how the gear looks. It’s about its dependability, and the confidence that gives you to push further.”

The campaign is anchored by a brand film that illustrates this "constant" amid the ever changing elements. The creative follows a backcountry athlete moving through a winter storm, capturing the shift from a calm, sun-drenched morning to a high-altitude blizzard. As the environment evolves, the athlete and their mountain kit remain the unshakeable focal point, proving the gear’s versatility across every condition.

The theme of constant change was also carried through the campaign’s static imagery. Still assets were created by physically collaging photographs of different mountain conditions – printed, cut, assembled, and scanned – to capture multiple states of the environment and the Arc'teryx layering system within a single frame.



editorial-levis-1

module-case-media-2

To orchestrate the customer journey, R/GA implemented an intelligent brand system that seamlessly integrates media assets with physical and digital experiences. The ecosystem connects high-level brand awareness with deep product education through a suite of touchpoints:

• **Digital Hubs:** The campaign drives traffic to a newly built Snow Hub on Arc teryx’ ecommerce platform Shopify, serving as an educational educational portal for backcountry experiences, alongside an update to the immersive **Stories.arcteryx.jp** ("Those Who Wear the Mountain") platform, developed by R/GA in 2025.

• **Media Assets:** Based on a media plan developed by R/GA, a series of 15-second and 6-second films, digital banners, and Digital Out of Home (DOOH) placements designed to funnel users toward the digital hubs.

• **Social & Community:** The narrative extends into social with "What’s in my bag" content and authentic product reviews from athletes, validating the gear's performance.

• **On-Mountain Activations:** The digital campaign supports key on-ground moments, including a pop-up in Niseko and a mountain takeover in Nozawa, allowing riders to physically experience the brand in its natural habitat.

“Arc’teryx has a global reputation for obsessive design, but in Japan, we needed to bridge the gap between awareness and technical understanding,” said Eddy Elsagh, Senior Digital Marketing Manager at Arc’teryx. “R/GA helped us articulate a strategy that speaks directly to the needs of the Japanese rider. By combining emotive storytelling with practical education, we are empowering more people to experience the backcountry safely.”

The experience is now live [here](https://stories.arcteryx.jp/)
Watch the brand film [here](https://www.youtube.com/watch?v=QV5hfb8kbqg). 



R/GA, Marketing Agency

R/GA Launches ‘Wear the Ever-Changing Mountain’ for Arc’teryx Japan to Redefine Backcountry Performance