Napapijri is shifting into high gear. Founded in 1987, the brand is reaching a major milestone this autumn by combining the launch of its Fall/Winter 2026 campaign with its official debut in Mexico, one of the most dynamic and culturally vibrant markets today. These two distinct initiatives are united by the same conviction that has defined the brand since its inception: exploration is not just about where you go, but how you choose to look at the world.

The "Where Next?" campaign follows actor and musician Jamie Campbell Bower on a journey shaped by memory, imagination, and the realm of possibility. Navigating between real and imagined destinations, it places curiosity at the starting point of every adventure and invites us to open the door to the unexpected. The choice of ambassador is no coincidence. Moving with ease between film and music, Campbell Bower embodies the cultural adventurer dear to the brand—a generation that explores as much through culture and creativity as through travel.

The same mindset underpins Napapijri's arrival in Mexico. Through a partnership with El Palacio de Hierro, the brand is opening two standalone stores, nine shop-in-shops, and launching a major activation in the Polanco district of Mexico City. It is a way to establish a presence in a market where consumers share many of the values that have shaped the brand's global community.

This dual development illustrates a strategy increasingly common among outdoor brands: pairing a strong cultural face with targeted geographic expansion to establish a presence in both the lifestyle and performance sectors. For Napapijri, it is also a way to anchor its heritage in a new generation of explorers who are more urban and more creative.

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