Outdoor first brand Dare 2b unveils its latest campaign This Is Where We Belong, marking the brand’s first foray into Video on Demand (VOD). The launch will be supported by Sky AdSmart, enabling Dare 2b to achieve key objectives, including, raising brand awareness, new customer acquisition and strengthening long-term retention and loyalty.
Manchester based Dare 2b is known as one of the UK’s most trusted outdoor brands providing technical clothing for any adventure. With 25 years’ experience, the brand specialises in elevated terrain activities including hiking, skiing and trail running, developing industry-leading waterproof and insulation technologies across its range of clothing for men, women and children.
Alongside Sky AdSmart, the campaign is set to comprise of a broader media mix including Digital Out of Home advertising, programmatic advertising, and a full omni-channel rollout across onsite email, PR, social, influencer and affiliate channels.
As part of the Regatta Group, Dare 2b is a hub for adrenaline seekers and those looking to elevate their passion for the outdoors. Helen Monks as Regatta Ltd’s Marketing Director, said:
“This Is Where We Belong is a look inside what drives the Dare 2b customer. The ad is a direct reflection of what our customers say they love about our products. The energy and vibrancy of the ad will introduce the brand to new audiences and be a snapshot of our vast product range and what is possible with the right kit – focussing on mountain, ski and trail. At the same time, it will remind existing customers or those who have encountered Dare 2b previously that the brand has evolved and can offer everything they need for their next adventure.”
Developed over a three-month period by Zut Agency, the 30-second ad is visually dynamic, and is anchored by the tag line ‘This Is Where We Belong’. Featuring adrenaline seekers wearing Dare 2b products across the brand’s core outdoor disciplines: technical hiking, skiing and trail running, the ad utilises campaign footage shot on location in South Africa and will reach over 205,000 households with approximately 779,036 impressions.
Supporting the campaign, an influencer marketing programme led by Label PR will activate Dare 2b ambassadors and outdoor creators throughout January, producing content that mirrors the campaign’s core messaging.
Alongside VOD activity, Dare 2b will also drive new registrations for its Limitless Community – a membership scheme which offers customers discounts, early access to new product ranges and sales.
This Is Where We Belong will air on Sky AdSmart and VOD across Northwest, Central and Southeast England, excluding London, across a 33-day period from 6th January – 8th February 2026.
