Observed Signal · Aug 12, 2026 · Marketing Campaign Launch · Source: Retail Dive · Impact: 2/5 · Sentiment: Positive
Rhone shifts to brand-building with NYC campaign
Rhone launched a new brand campaign, “A Love Letter to NYC,” as it pivots from performance-focused marketing to upper-funnel brand building amid growth in retail and wholesale. The campaign — created in-house and with media handled by Kepler Group, the brand’s media agency of record — spans linear and connected TV, social, direct mail, print, out-of-home, and in-store activations, including Citi Bike dock takeovers and a Flatiron store photo booth. Bethany Evans, who became Rhone’s chief marketing officer in November 2024 after more than five years at The North Face, says the effort highlights the brand’s move to an omni-channel approach and reflects an evolution in performance apparel. Rhone operates a flagship in Flatiron, is headquartered in Stamford, Connecticut, has more than 20 U.S. retail stores and expanded wholesale partnerships including Bloomingdale’s.
Brand-level marketing shift from performance to upper-funnel and omni-channel activation by a growing D2C apparel brand; relevant to retail/marketing practitioners but not industry-shifting.
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Key Takeaways & Evidence Grounding
- Rhone launched the campaign “A Love Letter to NYC” on Aug. 12, 2026.
- Bethany Evans is Rhone’s Chief Marketing Officer; she joined the brand in November 2024 after more than five years at The North Face.
- Kepler Group was named Rhone’s first media agency of record in 2025 and handles media for the campaign.
- The campaign runs across linear and connected TV, social, direct mail, print, out-of-home, retail and digital experiences, and includes Citi Bike dock takeovers and in-store activations.
- Rhone was founded in 2014, is headquartered in Stamford, Connecticut, has a Flatiron flagship and more than 20 U.S. retail stores; its wholesale business includes an expanded partnership with Bloomingdale’s.
Connected Companies & Entities
4 Entities mapped“The latter partnership kicked off in October 2024, before Evans became CMO....”
““A Love Letter to NYC” spans ... an integration with The New York Times’ Connections game ......”
“Rhone on Tuesday launched a new campaign ... per details shared with sister publication Marketing Dive....”
“The brand’s 12 Pursuits framework — a truncated version of Benjamin Franklin’s 13 virtues — is a monthly challenge ... (link to PR Newswire)...”
Ontology Mapping & Concepts
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