Carpe Diem. A phrase that outdoor brand Arc’teryx lives by — just take a look at its first global campaign that just dropped. Aptly titled ‘No Wasted Days’, the main message is clear; get outside and don’t waste any time to start your own exciting adventure. From uncharted territories to rugged terrain and pure wilderness – there’s simply no time like the present to explore what nature has to offer.
No Wasted Days jumps headfirst into the road less traveled, celebrating the marvels of the great outdoors. On a mission to inspire people to feel the joy of taking alternative routes, Arc’teryx is inspiring community and unexpected protagonists to start the day by immersing themselves in nature.
To show how every day beckons with the promise of a new adventure and personal growth, the Canadian mountain sports brand worked with pro-climber and long-standing partner Alex Luger. Luger isn’t one to shy away from adventure, for him, it’s all about initiative and exploration.
Growing up as a climber in a climbing family and surrounded by the breathtaking Austrian landscape, Luger didn’t waste time when it came to scaling new heights. "I began my journey on a rock face in my mother's womb; she climbed while carrying me… When faced with a mountain that seems unconquerable, I feel a magnetic pull towards it. Mountains are life's questions for me, and my unwavering response is always to give my best," he says. Climbing is more than just reaching mountain tops for Luger. During his studies, Luger worked with children to show how this sport can boost their confidence and self-awareness – inside and out. In this campaign, he’s ready to show people how to summon their inner courage and embark on a new journey.
Arc’teryx’s always been the go-to for adventurers, explorers and those who push boundaries. It’s stories like Alex’s that really reinforce the brand’s vision. Discover more about the campaign here.
