From the Canadian North to Sanjiangyuan: Canada Goose’s long-term commitment to community-led conservation

“Meaningful conservation takes time, and conservation and community well-being go hand in hand. We have always believed that the people closest to a landscape are often its most important stewards. Through our projects like Sanjiangyuan, we're supporting community-led conservation, investing in the people and communities helping protect these landscapes, and creating opportunities for people and nature to thrive together.” For Carrie Baker, President, Brand & Commercial at Canada Goose, the herders who have lived in Sanjiangyuan for generations not only bring deep knowledge of the land, but also play a vital role in sustaining conservation efforts. That belief is at the heart of “Snow Leopard Patrol,” Canada Goose’s recently released documentary about its conservation work in Sanjiangyuan. The film follows a group of local herders who venture into remote valleys to track snow leopards and other wildlife, protecting the land their families have called home for generations. The patrol team’s first female ranger says she has never left her homeland. She enjoys observing the wildlife around her and hopes to help protect it. Another ranger struggles to keep up with the team because of health problems and feels guilty about falling behind. A third, who has a hearing impairment and two younger brothers with disabilities, remains actively involved in patrol work. They come from different backgrounds and face their own hardships, but a shared love for their homeland brings them together. For these herders, conservation is not some distant, abstract cause. It is rooted in a deep attachment to the land and a sense of responsibility for its future. Yet a love of nature does not mean living alongside wildlife is without conflict. The film captures the complexities of coexistence in Sanjiangyuan, where brown bears sometimes enter homes and damage property, imposing real costs on local residents. Even so, the herders recognize the animals’ need to survive and continue seeking ways for people and wildlife to coexist. These intimate, unvarnished stories give substance to the idea of coexistence between people and nature, turning it into a lived practice in the daily lives of local people. Yet for this understanding to translate into lasting conservation outcomes, it also requires sustained investment, scientific research and community collaboration. Since 2023, with the support and guidance of the Three-River-Source National Park Administration, Canada Goose has partnered with Shan Shui Conservation Center on the Sanjiangyuan Community Engagement and Nature Experience Public Welfare Project. Through biodiversity surveys, genetic research, community training and measures to reduce human-wildlife conflict, the initiative explores how conservation and local communities can thrive together over the long term. Now entering its fourth year, the project is showing tangible results driven by community participation. By March 2026, Moqu Village had established a team of 17 local rangers trained in infrared camera monitoring. In 2025, 30 camera traps recorded 41 wildlife species and more than 3,400 independent wildlife detections. The project has also helped residents address human-wildlife conflict by installing bear-proof measures. Notably, some herders have begun maintaining these protective installations themselves, making conservation an increasingly integral part of daily community life. Beyond these measurable results, Canada Goose has used documentary storytelling to bring greater attention to the people behind the conservation work. Released in 2025, “Coexistence: A Dialogue Between Man and Nature” follows herder Bading Jiangcuo, exploring how traditional ecological knowledge is passed down through generations. This year’s “Snow Leopard Patrol” shifts the focus to a broader group of local rangers, capturing the lives of local communities and their enduring relationship with nature. This narrative approach also lends greater emotional resonance to Canada Goose’s sustainability efforts. Yet the brand’s focus on the relationship between people and nature did not begin in Sanjiangyuan. It has long been part of its brand identity. Founded on protective clothing for extreme conditions, Canada Goose has always been closely connected to nature and outdoor exploration. Its original focus was on making protective garments built to last. Over time, that emphasis on performance and durability has extended to the protection of natural environments and support for local communities. For Canada Goose, environmental conservation and community development are not new priorities, but have long been part of the brand’s practice. In 2007, Canada Goose began working with Polar Bears International (PBI) to support the conservation of polar bears and their habitats. Two years later in 2009, it launched the Resource Centre Program, providing fabrics and other materials to remote communities in northern Canada to help preserve traditional craftsmanship. A more recent milestone came in 2026, when Canada Goose completed its first five-year sustainability strategy, marking a new phase in its approach. From climate action and responsible sourcing to circularity, the company has made measurable progress while embedding sustainability more deeply into product design, supply chain management and daily operations. What began as a long-standing commitment to the environment and local communities is increasingly shaping how the business operates and plans for the future. That long-term perspective also raises questions about Canada Goose’s next chapter. As the brand expands its year-round product offering and deepens its presence in China, how can it pursue new growth while staying true to its heritage and carrying its commitments to nature and local communities into future innovation and business decisions? Jing Daily spoke with Carrie Baker, President, Brand & Commercial at Canada Goose, about how sustainability shapes the brand’s long-term value and the role of China in its evolving global strategy. Embedding sustainability into the business Jing Daily: Canada Goose has just completed the first five-year cycle of its sustainability strategy. Looking back, what have been the brand’s most significant achievements over the past five years? Carrie Baker: We’ve made considerable progress over the past five years. But what I’m most proud of is how deeply sustainability has become embedded in the way we run our business, from how we design and make our products to how we operate. We’ve reduced our market-based Scope 1 and 2 emissions by 50% from our FY19 baseline. We’re also increasing our use of responsibly sourced materials and finding new ways to extend the life of our products. Last year, 100% of products returned through our warranty program were diverted from landfill, and more than 19,000 products were recirculated through Canada Goose Generations. JD: What sets Canada Goose’s approach to sustainability apart? Which initiatives best reflect the brand’s heritage, product DNA and longstanding relationship with nature? CB: Sustainability has been part of Canada Goose from the beginning, even before we would have called it sustainability. From the outset, Canada Goose set out to make the best protective garments built to last. That commitment to quality, along with our deep connection to nature and the outdoors, has always been central to who we are. Over the years we’ve found new ways to act on it. Our partnership with PBI is a prime example. It began in 2007, when scientists working on the tundra wore Canada Goose parkas to protect themselves from the cold. Since then, the relationship has grown into a longstanding partnership supporting scientific research, conservation and public education. To date, we’ve raised more than 8 million Canadian dollars (about $5.7 million) to PBI. The same idea runs through our Resource Centre Program, Project Atigi and our work in Sanjiangyuan, China. Though different in scope, they all share a common foundation: a connection to nature and to the communities that know these environments best. From conservation to community engagement JD: Over the past three years, what have been the most unexpected outcomes of the Sanjiangyuan project? How will these experiences shape the next phase of the work? CB: One thing this work has reinforced is just how closely conservation and community are connected. Our work on bear-proof measures, involving 70 local households, is a case in point. Beyond reducing human-wildlife conflict and protecting residents and their livelihoods, the project has also created opportunities for local communities to take a more active role in conservation. That is what we want to build on: greater local participation, stronger conservation capacity and a deeper, long-term scientific understanding of the local ecosystem. JD: Unlike last year’s documentary, which focused on an individual story, this year’s Snow Leopard Patrol turns its attention to a broader group of local herders working as rangers. What do you hope audiences will take away from their stories? CB: These are the people who we should be celebrating. They know this land intimately, feel a deep responsibility for its future and are doing the work to protect it. I hope audiences come away from the film inspired by their dedication, with a greater understanding and appreciation of the people behind conservation. Beyond extreme cold: Expanding the brand’s horizons JD: Beyond the Sanjiangyuan project, Canada Goose is continuing to expand its presence in China. How do you see China's role in the brand's global strategy? CB: China is an important market that continues to challenge us, teach us, and influence how we think about building Canada Goose globally. We've learned that understanding local consumers and finding culturally relevant ways to connect with them are essential, while staying true to what makes Canada Goose distinctive. That approach is reflected in our recent initiatives in China. From our partnership with Greg Hsu, to the immersive brand experience at Zhangyuan showcasing Haider Ackermann’s Snow Goose by Canada Goose capsule collection, and our new store concept at Nanjing Deji Plaza, we are finding culturally relevant ways to bring Canada Goose to life and deepen our connection with consumers in China. JD: Canada Goose is expanding beyond extreme-weather outerwear into a year-round product offering. How do you broaden the range of products and occasions while maintaining the brand's distinctive identity? CB: We’re not trying to change what Canada Goose stands for. We're building on our existing strengths to make the brand relevant for more of the year. This isn’t about expanding into new categories for the sake of it. It’s about applying that expertise to more conditions, more seasons and more moments in people’s lives, while still feeling authentic to the brand. We’re already seeing results. Apparel, rainwear and windwear accounted for 5% of global revenue in FY22, rising to 15% in FY26. In Q1 FY27, these categories represented nearly 40% of global revenue. Spring/Summer 2026 was also our largest spring/summer collection to date. JD: Looking ahead, what kind of brand do you hope Canada Goose will become? And what role will China play in that evolution? CB: We want Canada Goose to keep evolving while staying unmistakably Canada Goose. Sustainability is at the heart of that. It’s not something separate from the business, but a long-term commitment that must continue to deepen and evolve. China will continue to play an important role in that journey. We’re continuing to invest in our retail presence here and how consumers experience the brand, and we’re excited to continue the work we’ve started in Sanjiangyuan. Retail expansion and conservation work may seem like different expressions of Canada Goose, but they reflect the same principle: continuing to evolve while staying grounded in who we are.

From the Canadian North to Sanjiangyuan: Canada Goose’s long-term commitment to community-led conservation

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From the Canadian North to Sanjiangyuan: Canada Goose’s long-term commitment to community-led conservation

TUMI’s new growth playbook: From travel expertise to lifestyle performance