In this episode of Spikes Excitement Talks, Gordon sits down with Dan Cunningham, Global Head of Brand Marketing at Berghaus, to discuss reviving iconic brands, navigating the intersection of performance and lifestyle, and the future of creativity in an evolving digital landscape.
Dan shares his journey from agency roles at Saatchi & Saatchi, Adam&EveDDB, and Dark Horses to leading the brand transformation at Berghaus—a brand with over 50 years of heritage in the outdoor industry. They explore how Berghaus lost relevance over time, the strategic pillars behind its comeback, and why credibility, culture, and inclusivity are central to its resurgence. From redefining outdoor gear for women to collaborating with Liam Gallagher and expanding the Berghaus Adapts initiative, Dan explains how the brand is not just selling gear but shaping outdoor experiences for a broader audience.
Tune in for a conversation on the power of staying true to brand DNA, the evolving role of marketing beyond advertising, and how AI and digital transformation are redefining creative industries.
