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The Wolf Trail launch

PR Campaign
Tuesday 14th July, 2026

Outdoor brand Jack Wolfskin stitched together existing long-distance paths across six European countries into a single 3,493km ‘Wolf Trail’ from Poland’s Baltic coast to the Italian Adriatic, launched late 2025 as a branded continuous hiking route divided into seven sections to generate attention and inspire walkers.

Why it worked: It created a hard-news “launch” with a precise mega-number (3,493km across six countries) by branding existing trails into one coherent route.

The lesson: Consider packaging scattered, existing assets into a single named system with a map, start/finish, and headline numbers journalists can lift.

Jack Wolfskin
14 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
thru-hiking.com Wolf Trail - Thru-hiking Saturday 24th January, 2026
afar.com How to Hike the Wolf Trail Across 6 Countries in Europe - AFAR Tuesday 14th July, 2026
wanderlustmagazine.com You can now walk from Poland to Italy with the creation of the new 3,500km Wolf Trail - Wanderlust Thursday 16th July, 2026
tvpworld.com From Poland to Italy: New 3,494km trail lets you hike across Europe Tuesday 21st July, 2026
independent.co.uk This new 2,000-mile hiking trail crosses six European countries | The Independent Tuesday 21st July, 2026
independent.co.uk New hiking trail crosses six countries from Poland to Italy | The Independent Tuesday 21st July, 2026
euronews.com Trek from Poland to Italy: New 3,500km hiking trail crosses six European countries | Euronews Wednesday 22nd July, 2026
euronews.com Trek from Poland to Italy: New 3,500km hiking trail crosses six European countries | Euronews Wednesday 22nd July, 2026
euronews.com Trek from Poland to Italy: New 3,500km hiking trail crosses six European countries | Euronews Wednesday 22nd July, 2026
metro.co.uk There’s an epic new 3,494km walking trail that spans six European countries | Metro News Wednesday 22nd July, 2026
metro.co.uk There’s an epic new 3,494km walking trail that spans six European countries | Metro News Wednesday 22nd July, 2026
infobae.com Así es la ruta secreta que une Polonia e Italia cruzando seis países a pie - Infobae Wednesday 22nd July, 2026
ndtv.com This Epic 3500 Km Walking Trail Takes Hikers Across Six Countries Thursday 23rd July, 2026
ynetnews.com 3,500 km, 6 countries and crazy landscapes: the hiking route that crosses Europe Monday 27th July, 2026
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