Marmot's mascot enjoys the outdoors in sportswear brand's first Super Bowl ad

The sportswear company shifts its focus from athletes to the squirrelly creature in its big game spot

Marmot’s first Super Bowl ad will shift its focus from athletes to its mascot, the squirrel-like marmot, enjoying the outdoors while wearing the brand’s sportswear.

A few 15-second teasers released Monday show the enthusiastic marmot making dirt angels while wearing a yellow Marmot sports jacket and roasting marshmallows by a campfire in a green Marmot bubble vest.

Marmot worked with GS&P, who won the brand’s business in March 2015, on a new ad strategy to promote the company through their never-before-seen mascot, rather than featuring athletes engaging in outdoor activities. Marmot and GS&P spent six months developing the marmot’s character, including its love of the outdoors and cute and cuddly persona.

"With this Super Bowl ad, we’re inviting people to ‘Fall in love with the outside,’ " said Mark Martin, president of Marmot. "At Marmot, we believe that nature and outdoor activities are a vital part of a life well led, and our marmot is here to share that message with America."

A :30 clip will air during the first half of Super Bowl 50,but will not be released before game day. A minute-long extended version of the promo will be available online as soon as the Super Bowl ad airs on Feb. 7. Marmot’s Super Bowl campaign also includes promos on’ homepage on Jan. 26 and Feb. 2.

Previous ads from Marmot, released in 2015, followed athletes and outdoors adventurers skiing and walking through forests.

Subscribe today for just $116 a year

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free