As Mackage debuts its latest Donna Vekić campaign, CEO Tanya Golesic outlines brand strategy

Fashion Network

22-05-2025

Mackage, the Canadian outerwear specialist, has unveiled its latest 'Protect Your Craft' campaign starring Olympic silver medalist and tennis star Donna Vekić, marking the brand's continued move into seasonless fashion.
Shot in Miami and launching May 22, the campaign features Vekić in Mackage's latest Spring/Summer collection, where the brand's signature technical innovation meets lightweight, all-season adaptability.
The campaign follows the inaugural 'Protect Your Craft' campaign featuring footballer Joško Gvardiol, soccer's most expensive defender, and shifts the focus to the world of elite tennis.
"To succeed, you have to protect what matters most—your passion, your mindset, and your ability to push forward no matter the conditions. That's something I relate to deeply, and it's what Mackage stands for," said Vekić, known for her precision and resilience.
Croatian-born Vekić has won four WTA singles titles and achieved a career-high singles ranking of No. 17 on January 27, 2025, notably reaching the semifinals at Wimbledon in 2024.
Designed with seasonless dressing in mind, the collection introduces convertible 3-in-1 pieces that offer flexibility and comfort, adapting to evolving weather patterns with ease. Performance rainwear remains at the forefront, with lightweight ripstop styles featuring a waterproof membrane, full seam sealing, and waterproof zippers, while other designs integrate mesh liners for breathability and a specialized membrane for water repellency.
Founded in Canada by Eran Elfassy in 1999, Mackage has built a loyal following by elevating protective clothing into high fashion. The brand does not release financial figures, but industry sources say annual revenues have touched $75 million. With the brand expanding globally, even amidst a tricky global market for luxury, we caught up with CEO Tanya Golesic to hear about all things Mackage.
Fashion Network: Why have you decided to emphasize tennis?
Tanya Golesic: This is the second installation of our 'Protect Your Craft' series, which is focused on the athlete versus the sport. However, at Mackage, we see tennis not just as a sport but as a symbol of precision, resilience, and individual mastery—all values that deeply align with our brand ethos. Tennis also takes place across seasons and geographies, so it's a perfect platform to showcase the versatility and performance of our product in varying climates and conditions.
FN: Why did you pick Donna Vekić?
TG: We were captivated by Donna during the Summer Olympics in Paris, where she won a silver medal for Croatia. Her strength and elegance on the court were qualities we were attracted to as a brand. Then she attended the Snow Polo World Cup in St. Moritz with Team Mackage, and as they say, the rest is history. Donna embodies dedication, discipline, and elegance—both on and off the court. She's not only a world-class athlete but also someone who understands what it means to relentlessly perfect and protect your craft. Her mindset reflects the core of Mackage's DNA: performance, precision, and style.
FN: In what other ways is Mackage broadening its range?
TG: We have been hyper-focused on the continuation of our expansion into seasonless categories that are true to our DNA. It's not only about protecting our clients from cold weather, which we can do because of our Canadian roots; it's about creating a lifestyle that reflects the needs of our clients. Our heritage was actually born in rich leathers, sumptuous wool and cashmere, and ready-to-wear. In this campaign, we focused on our Spring 2025 collection featuring technical fabrics, specialized membranes, and seam sealing while keeping protection and performance at the forefront.
FN: What sort of year do you expect to have?
TG: 2025 is off to an exceptional start after a strong 2024, underscoring the importance of our strategy. Consumer interest in Mackage as a lifestyle brand continues to accelerate, and our ability to blend aesthetics with innovation positions us uniquely in the market. With global expansion, exciting product innovations, and strategic partnerships, we anticipate another successful year.
FN: What other storytelling elements have you in the pipeline?
TG: We continue with our second and third 'Protect Your Craft' series, which will launch in August and mid-October. In addition, we have an exciting collaboration dropping at the beginning of October, and finally, we will launch the second half of our 2025 campaign with Charlie Hunnam and Stella Maxwell.
FN: How important are active sports in terms of image and business?
TG: The sports industry and athletes are extremely important to Mackage. We have tremendous respect for the hard work that goes into perfecting the craft of an athlete and a team. Building successful, high-functioning teams is the key to success in business as well as sports. While we are a luxury brand first, performance is core to our DNA.
FN: What are your three key markets?
TG: The USA, Europe, and Asia are our three key markets today.
FN: How many sales points do you have? How many boutiques?
TG: We're present in over 200 points of sale globally, and we currently operate 18 standalone Mackage boutiques, with plans to expand our retail footprint in 2026.
FN: What's the breakdown between wholesale and retail?
TG: Today, our business is roughly 30% wholesale and 70% direct-to-consumer through our own retail and e-commerce channels. That balance is shifting as we scale our direct presence and deepen our connection with consumers.
FN: What were your annual revenues in 2024?
TG: While we don't disclose exact figures, I can share that 2024 was a very successful year for us in terms of revenue and profitability. We saw robust growth across all regions and categories, driven by both our product innovation and global brand awareness.