After more than 90 years of inspiring South Africans to answer the call of adventure, Cape Union Mart is stepping into an exciting new era. The iconic outdoor retailer has unveiled its new brand platform, Live Life Outside, marking a significant evolution that reflects not only changing outdoor trends but also how South Africans are choosing to live, connect and experience the world around them.
For decades, Cape Union Mart has been synonymous with adventure. From conquering mountain summits and exploring hiking trails to enjoying camping weekends and off-grid escapes, the brand has equipped generations with trusted, high-performance gear built to endure the demands of the outdoors. Its reputation has been founded on technical expertise, exceptional craftsmanship and products tested in real-world outdoor conditions.
However, outdoor living today extends far beyond traditional adventure.
Outside Is More Than a Destination
The new Live Life Outside positioning recognises that the outdoors have become an integral part of everyday life. Whether it’s embarking on a Drakensberg hike, camping along the Wild Coast, paddling on local waterways or taking a road trip through South Africa’s scenic landscapes, outdoor experiences remain deeply valued.
Yet, the outdoors are also found in simpler moments: morning coffee walks, ocean swims, neighbourhood runs, sunset braais, market strolls and quality time spent with loved ones. Whether planned or spontaneous, extraordinary or ordinary, Cape Union Mart acknowledges that outdoor living means something different to everyone.
A More Inclusive Vision of Adventure
The new platform represents one of the most significant brand transformations in Cape Union Mart’s history. It shifts the conversation from where adventure begins to how life is best lived—without compromising the technical innovation, durability and performance that have defined the brand for generations.
“Adventure Starts Here served us incredibly well for many years because it captured the spirit of exploration that has always defined Cape Union Mart,”.
says Martine Vogelman, Strategic Brands Director
“But the way people experience the outdoors has evolved. Today, being outside is about so much more than extreme adventure. It’s about wellbeing, connection, community, movement and making the most of everyday moments. Live Life Outside reflects a broader, more inclusive vision of outdoor living that feels deeply relevant to South Africans today, while remaining rooted in the quality, technical performance and trusted expertise that our customers have always relied on.”
Tapping Into a Cultural Shift
As more people seek balance away from screens, prioritise experiences and reconnect with the natural world, Live Life Outside aligns with a growing cultural movement that recognises some of life’s most meaningful moments happen outdoors.
By broadening its definition of adventure, Cape Union Mart is inviting more South Africans to see themselves in outdoor spaces and embrace them in ways that feel personal and authentic.
Built for Every Kind of Adventure
While the brand’s positioning is evolving, its commitment to delivering best-in-class products remains unchanged. Cape Union Mart continues to offer leading outdoor apparel and equipment designed to provide comfort, protection and performance across diverse environments.
Whether it’s layering up with technical outerwear from K-Way or The North Face for unpredictable conditions, or stepping into footwear from HOKA, Salomon and Merrell for mountain trails and everyday exploration, the retailer remains dedicated to equipping South Africans for every outdoor experience.
Through Live Life Outside, Cape Union Mart is not simply launching a campaign—it is redefining what it means to embrace the outdoors in modern South Africa. By celebrating both grand adventures and everyday moments, the iconic retailer is inviting everyone to reconnect with nature and discover that life is often best lived outside.
