Our world is changing rapidly. Especially in the current times, with the progression of climate changes, urgent action is required. One realization: it can only be done together. In light of this, Jack Wolfskin established the Brand Council in 2023. This advisory board, comprised of internal stakeholders and external experts, is dedicated to formulating strategic sustainability concepts and Rewilding projects. Regular exchanges within the expert group are planned.
One of the focal points of the Brand Council's work is intended to be collaboration with organizations such as the Messner Mountain Foundation, which is engaged in the mountainous regions of the Himalayas, Karakoram, Hindukush, Andes, and the Caucasus. Conceived as a form of self-help, the foundation aims to secure the survival of the locals high up in the mountains by engaging in agriculture and tourism.
In this way, Jack Wolfskin aims to actively contribute to shaping a secure and sustainable future. "As an outdoor company, we bear the responsibility to protect our nature and biodiversity to the best of our ability. Therefore, in our strategy with the mantra 'We Live to Discover,' we have defined long-term goals and actively support various national and international projects of different organizations. With Diane and Reinhold Messner, we share this responsibility and realize projects that reflect our common values," explains Jason Isenberg, Vice President Marketing at Jack Wolfskin, outlining the motivations.
The Brand Council, boasts an exciting and diverse group of outdoor experts. Alongside mountaineering legend Reinhold Messner and his wife Diane, the advisory team includes Ellen Windemuth (Founder of the WaterBear Network), Martyna Wojciechowska (Discovery Team Member), Ulrich Dausien (Founder of Jack Wolfskin), and Melanie Kuntnawitz (Head of Social Compliance & Sustainability at JW) and Jason Isenberg (Vice President Marketing at JW). With the help of this collective knowledge, a concept for a secure and sustainable future is to be developed.
At the core of Jack Wolfskin's commitment is the Rewilding strategy. This strategy aims to enable people to reconnect with nature, fostering a deep understanding of the environment. Jack Wolfskin not only encourages individuals to "rewild" themselves but actively participates in projects with the goal of "rewilding the world." Members of the Brand Council play a crucial role in advising and steering projects in the wilderness and sustainability domain.
The integration of local communities also holds special significance within the strategy. This involves expanding regional and local activities, supporting initiatives such as the Messner Mountain Foundation (MMF), and the Foundation Conservation Carpathia (FCC), who has just received a BAMBI Award. Christoph Promberger, the director of FCC, has been supported by Jack Wolfskin since the 1990s, demonstrating the brand's enduring commitment to conservation. Diane and Reinhold Messner emphasize the shared values that drive their collaboration with Jack Wolfskin. "We have the responsibility to protect and restore nature so that future generations can enjoy it. These values are shared by Jack Wolfskin and the members of the Brand Council. Therefore, we are delighted to support the company in its comprehensive sustainability efforts."
Reinhold and Diane Messner at the Jack Wolfskin Booth
A highlight of the ISPO Munich trade fair takes place on the first day: Renowned mountaineer Reinhold Messner and his wife Diane are expected at the Jack Wolfskin booth on November 28th at 4 p.m. A presentation and discussion on the recent controversy in the culture of alpinism are planned. Additionally, they will talk about their involvement in the Jack Wolfskin Brand Council and the Messner Mountain Foundation.