Which outdoor retail brand successfully repositioned itself in 2017 by incorporating Norse mythology, specifically naming a premium product line after Odin's eight-legged horse?

In recent years, mythology-based branding has seen a significant resurgence, particularly with Norse mythology finding its way into retail product lines and marketing campaigns. This trend reflects consumers' growing interest in products with rich storytelling elements and cultural depth. This trivia question explores how one major outdoor retailer positioned their brand through mythological connections, creating a distinctive market presence that resonates with adventure-seeking consumers.

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Fjällräven with their 'Sleipnir' collection of multi-compartment backpacks
The North Face with their 'Yggdrasil' extreme weather gear
Patagonia with their 'Valhalla' sustainable outdoor equipment
Columbia Sportswear with their 'Mjölnir' impact-resistant hiking boots