Canada Goose is flying south for the summer. To Lake Powell, Utah, that is.
For Snow Goose by Canada Goose’s second capsule collection, creative director Haider Ackermann gathered a group of 15 creatives on a desert exploration across the wide expanse of Utah’s natural wonder. Set against the dry, oppressive heat is the cool touch of Ackermann’s design, visible across details like the convertible neon wind pant zipped off and worn on the trip as shorts by model Erin Wasson and co-founder of System Magazine Elizabeth von Guttman.
The journey to Lake Powell is part two of the Toronto-based company’s efforts to build buzzy brand moments. For the campaign, titled “Wild Horizon,” model Lara Stone wears a cropped t-shirt, short shorts and over-the-knee wader boots — a far cry from the winter layers and down coats the brand is known for. The first Snow Goose campaign featured actor and activist Ethan Hawke, with an excursion to Iceland. Both campaigns were shot by Willy Vanderperre.
“The images are just a little disorienting; to make people pause and question their perceptions of what a collection for Canada Goose could look like, how it could be styled and photographed. We’re playing with beauty, with freedom,” said Ackermann of the spring summer 2025 campaign imagery.
“When Haider and I first met, it was clear we were deeply aligned. He’s passionate about the outdoors, about authenticity — he understands what makes Canada Goose, Canada Goose. That connection gave us the confidence to do something different together,” said Dani Reiss, chairman and chief executive officer of Canada Goose.
In more breathable forms for this season, the archive-inspired Snow Goose pieces reflect Ackermann’s vision for performance-driven, fashionable apparel that’s suitable for temperatures above arctic conditions.
“There’s real momentum behind our lightweight and summer-ready pieces. Our community is showing up, not just with interest but with confidence. They trust us to deliver beyond cold weather — and we’re proving we do summer too,” said Reiss.
According to the CEO, apparel is the fastest growing category ending in Q4 and fiscal year 2025 and of continued focus for the brand to enhance year-round relevance. “Customers who enter our brand through apparel are more likely to come and shop with us again.”
While the company declined to comment on sales figures for the Snow Goose line, Canada Goose overall brought in sales of 1.35 billion Canadian dollars for the year ended March 30.
“When we launched the capsule last fall, nearly two-thirds of [Snow Goose] purchases came from existing fans — which tells us it resonated deeply with our community while bringing in new audiences too. The momentum didn’t stop there: it lifted mainline sales, drove U.S. brand search interest to a three-year high in December, and spiked social engagement,” disclosed Reiss.
When asked how he measures the return on marketing campaigns beyond sales figures, Reiss explained that “it’s about how a bold campaign underpinned by incredible product can energize an entire brand. Snow Goose did exactly that.”
He added that “the impact went beyond numbers. Snow Goose marked a step-change in how we show up in the world. From the creative to the rollout, it’s become our new blueprint. And we’ve heard from fans, editors, artists, and style leaders that not only did it connect with them — it made waves. We’re showing up in the right places, with the right people, in the right way.”
For fiscal year 2026, the brand will increase marketing spend, focus on upper-funnel programming and shift activity earlier in the year to build awareness ahead of peak season.
For the next few years Reiss plans to grow Canada Goose intentionally while staying grounded. “That means opening stores in the right places, evolving the experience in our existing locations, and making every consumer touchpoint a strong expression of the brand,” he said.
Starting with the spring-summer 2026, Ackermann will also be designing the mainline collection.
The Colombian-born, French designer became creative director of Canada Goose in 2024, with fall winter 2024 as his first capsule collection for the heritage line Snow Goose. Ackermann is also the creative director at Tom Ford.
