Amundsen Sports “Hero’s Hide” campaign
Barkas has designed the identity for Amundsen Sports’ latest campaign, “Hero’s Hide”, which reinvents the merino baselayer for a new generation of adventurers. The campaign celebrates Amundsen Sports’ philosophy of merging traditional craftsmanship with modern innovation—an approach reflected in both their products and visual language.
For “Hero’s Hide”, the unique Dual-Surface SkipStitch Knit technology creates an ultra-light base with a distinctive openwork pattern, combining warmth and breathability. This design pays homage to the refined Norwegian mountain lifestyle, reimagined for those who embrace adventure year-round.
The campaign’s visual identity is set in Store Norske Leif Mono, Store Norske Magi Mono, and Store Norske Magi from Skriftkompani. These typefaces introduce a utilitarian, contemporary edge, echoing the technical sophistication and rugged quality of Amundsen’s garments. The pairing of these helps solidify a brand narrative that is both rooted in tradition and built for the future.
