SEOUL--(Korea Newswire)--BLACKYAK, a premium high-performance outdoor brand, has launched its global campaign “THIS IS HIMALAYAN,” built around the brand’s Himalayan Original spirit. Through this campaign, BLACKYAK aims to illuminate the essence of outdoor activity and further strengthen BLACKYAK’s brand identity.

On March 3, BLACKYAK unveiled its new global campaign film set in the Himalayas, where the brand’s identity was forged. It takes its name from the yak, often seen on Himalayan expeditions, and regards it as a symbol of dedication to both nature and people. The film features the stories of those who make mountaineering possible: Icefall doctors, who arrive first in dangerous terrain to establish routes; Sherpas, who steadfastly carry out their roles with a mission to ensure everyone’s safe return; and Alpinists, who conduct field tests in the harsh Himalayan environment to achieve peak performance.

Filmed during actual Himalayan expeditions, the campaign portrays with clarity and restraint the people who quietly carry out their duties in the service of safety in the world's harshest environments. By focusing on these “unsung heroes”, who devote themselves with a strong sense of mission and responsibility and ultimately help expeditions succeed, BLACKYAK brings its brand philosophy - along with its long-standing commitment to developing technologies for those who operate in the toughest environments - into sharper focus.

The campaign film features real athletes and expedition professionals connected to BLACKYAK’s field ecosystem, including the brand-sponsored Icefall Doctor team, Gelje Sherpa, and alpinist Uta Ibrahimi. Since 2024, BLACKYAK has supported the Icefall Doctor team operated by the Sagarmatha Pollution Control Committee (SPCC), a Nepal-based NGO. Beginning this year, the brand has also been supporting Gelje Sherpa, who has completed all the Himalayas‘ eight-thousanders, continuing its commitment to the values of alpinism. The film also features Uta Ibrahimi, the first woman in the Balkans to climb all 14 of the world’s highest peaks. BLACKYAK continues to work with these athletes and professionals to conduct repeated field testing in extreme conditions and improve product performance.

Following the renewal of its owned channels as part of a unified global brand vision, BLACKYAK is rolling out the campaign across key global markets via its official social media channels. China will receive additional exposure through retail stores and expanded out-of-home placements in Changchun from April.

Kim Iktae, Head of BLACKYAK Business Division said, “This campaign shows what BLACKYAK stands for. We focused on real mountaineering professionals because their work reflects the standards we design and test for. Through these stories, we want to make our ‘Himalayan Original’ identity more visible and strengthen BLACKYAK’s credibility as a premium outdoor brand.”