Leatherman is already an established brand in Europe, primarily known among a male audience (35–69 years) with higher income and education levels. Until now, the focus has been on niche outdoor topics for this community.

Our goal: to introduce Leatherman to new target groups and, above all, subcultures. By leveraging authentic personalities, native communication, and unexpected storytelling, we successfully positioned the brand in new communities, sparking enthusiasm for the legendary multi-tools.

This approach allows Leatherman to stay true to its tradition while becoming the ‘most useful brand’ for a modern, diverse audience.