In 2023, Napapijri aimed to elevate its brand image and claim a premium position on social. At our previous agency, we aimed to dive deep into Napapijri’s heritage and untangle the essence of “premium” versus luxury. Our strategy reshaped their presence across platforms—from Instagram Stories to TikTok—by setting clear guidelines and a phased rollout that first reset their channels, then amplified storytelling around their legacy of exploration, and finally drove larger activations. This approach paved the way for Napapijri’s fresh, premium identity in the digital space.