This project is a deep-dive brand study examining Arc’teryx’s history, identity, and current market position within the outdoor apparel industry. It explores the brand’s DNA, consumer base, and competitive landscape, while identifying emerging challenges such as balancing technical credibility with lifestyle appeal. Through research, competitive mapping, and consumer insights, the analysis defines a problem statement and strategic recommendations aimed at preserving Arc’teryx’s core values while ensuring long-term relevance in a rapidly shifting market.