Eureka 308: Jack Wolfskin

Richard Collier joined the leading provider of premium German-engineered outdoor apparel, footwear and equipment as CEO in 2020, with the small matter of a global pandemic to navigate. Alongside that, he had a more personal challenge to meet: to take the brand back to its roots. Jack Wolfskin was founded by a group of friends around a remote Canadian campfire in 1981 and, as Richard explains, that’s the origin story and the ‘eureka moment’ that he wanted to put back at the heart of the brand experience.