Red Equipment Unveils new Brand Platform: "Life's Better by the Water"

Feb. 18, 2025

Red Equipment, a leading innovator in outdoor and water adventure gear, has launched a new brand platform to redefine its position in the market and strengthen its connection with water and outdoor enthusiasts.

Developed by the brand’s new creative agency of record, Baked, the platform, "LIFE’S BETTER BY THE WATER", celebrates the emotional and psychological benefits of being near water while showcasing Red Equipment’s expertly crafted products.

A brand built for the water’s edge

The new platform is inspired by the concept of the blue mind the idea that proximity to water can boost creativity, reduce stress, and foster a sense of calm. This concept aligns perfectly with the brand, because whether through paddleboarding, swimming, or simply lingering at the water’s edge, Red Equipment has always wanted to help make these moments richer, longer, and more accessible.

The creative process began with an exploration of people’s relationship with water.

Dan Bulman, CEO at Baked said:

“People spend 85% of their time within three miles of water. But are they making the most of what’s there waiting for them? Do they even know it’s there? Do they know what a positive effect it can have on them? Water is where life begins and creativity flows. With this platform, we’re helping people reconnect with those transformative moments—and there isn’t a brand that knows the water’s edge better than Red Equipment.”

 

A unified creative vision

Alongside “LIFE’S BETTER BY THE WATER” sit targeted product platforms that ladder back to that central platform:

• “It’s a shore thing” for changing robes, highlighting comfort and warmth by the water
• “Adventure is in the bag” for waterproof bags, ensuring durability and protection
• “Where adventure flows” for paddleboards, championing exploration and freedom

These messages come to life through a suite of creative assets, including:

• A hero brand film showcasing the before, during, and after moments of water-based adventures
• Short-form feature and benefit videos
• Immersive audio ads and still photography capturing the serene and exhilarating aspects of life near water

Authenticity meets creativity

The work to launch the new brand platform embraces a candid, authentic tone, featuring real adventurers and natural environments. From paddleboarding on a misty lake to warming up after a wild swim, the creative shows the functional and emotional role Red Equipment’s products play in enhancing these moments.

Charlie Green, Marketing Manager at Red Equipment said:

"We wanted to capture the essence of water-side experiences—moments that are raw, real, and transformative. The new platform is both aspirational and grounded, a perfect reflection of our ethos."

 

A platform for growth

The new platform positions Red Equipment as a brand moving beyond its origins as a paddleboard specialist. Red Equipment is poised to inspire a new wave of adventurers, helping them rediscover the magic of water while solidifying its place as a leader in the outdoor gear market.
The work will roll out globally across digital, social, and outdoor channels, with tailored activations targeting key audiences in swimming and outdoor adventure communities.