GORUCK Heritage Waxed Canvas

The GORUCK Heritage Waxed Canvas line blended timeless craftsmanship with modern performance, paying homage to the rugged origins of waxed canvas while delivering it with GORUCK’s signature durability and function. I led the launch strategy from concept through execution, overseeing positioning, creative direction, and sales.

My Role

• Defined product story to highlight the heritage appeal and modern utility of the line

• Directed launch content, including product photography, lifestyle assets, and copywriting

• Managed go-to-market strategy and sales execution across web, email, and social channels

Impact

• Successfully introduced a premium sub-line that broadened GORUCK’s product portfolio

• Elevated brand perception by blending heritage style with functional performance gear

• Drove strong launch sales and positioned the line as a long-term extension of GORUCK’s offering