Haider Ackermann’s SS26 Capsule Moves Through Volcanoes, Alpine Skies, and Whitewater Terrain
Canada Goose is taking Snow Goose into more extreme territory for Spring/Summer 2026 with the launch of Adrenaline Expeditions, a new campaign series developed around the Haider Ackermann-designed capsule collection.
Rather than centering the collection through a traditional fashion presentation or immersive press trip, the brand has built the campaign around a series of real-world expeditions staged in some of the planet’s most dramatic natural environments. Across volcanoes, alpine skies and wild rivers, elite athletes become the protagonists of a campaign that positions Snow Goose less as lifestyle fashion and more as equipment for movement, endurance and exposure.
The initiative continues the evolving narrative around Snow Goose, the heritage-inspired sub-label reintroduced by Ackermann through Canada Goose’s ongoing partnership with the designer. Previous launches brought guests to remote locations including Iceland, Utah and Churchill, Manitoba. For SS26, the brand shifts focus outward, transforming expedition itself into content.
Launching throughout May, the Adrenaline Expeditions campaign unfolds across three chapters. The first, Wild Crater, follows volcano specialist Christopher Horsley as he descends into Mount Yasur in Vanuatu, one of the world’s most active volcanoes. Dressed in the SS26 Snow Goose collection, Horsley navigates ash fields and lava-lit terrain in imagery that emphasizes both protection and mobility.
“In the mountains, it pays to be bold — standing out against the landscape helps keep you visible,” Horsley said. “This kit definitely delivered on that, while also allowing full freedom of movement through a demanding volcanic environment.”
The second chapter, Wild Skies, features French paraglider Théo de Blic, an eight-time world champion in aerobatic paragliding, flying above Interlaken, Switzerland beneath a custom Snow Goose-branded wing. Captured against the dramatic peaks and glacial valleys of the Bernese Oberland, the campaign imagery pushes the collection into a visual language more commonly associated with adventure filmmaking than luxury fashion advertising.
“Flying is all about freedom,” said de Blic. “Wearing the Snow Goose collection on that expedition was like adding an extra layer of freedom to the experience while making me look unique.”
A third expedition, set in the whitewater landscapes of Squamish, British Columbia, will debut later this month featuring a world champion kayaker.
The campaign reflects a broader shift in luxury marketing toward experiential storytelling grounded in performance, authenticity and environmental immersion. Rather than relying solely on celebrity ambassadors or controlled studio imagery, brands are increasingly building narratives through athletes, explorers and remote landscapes that reinforce ideas of endurance and technical credibility.
For Canada Goose, whose identity has long been tied to extreme weather performance, the Snow Goose project offers a more experimental and fashion-driven extension of that legacy. Under Ackermann’s direction, the capsule merges technical outerwear with a sharper visual and emotional sensibility, amplified here through cinematic imagery that places the collection in constant motion across land, sea and sky.