DEFINING THE MISSION & HOW TO lIVE IT
A major part of my responsibility at Outside was to help bring brand focus and clarity to what the Outside brand was, and the role the 15+ acquired brands played in Outside’s overall strategy. Once that was defined, it was about bringing to life that brand strategy across the organization, sales assets, consumer-facing brand activations, marketing assets and campaigns, and of course a brand book & guidelines.
BITS FROM THE BRAND BOOK
ALL OF THAT IS WHY WE MADE IT OUR MISSION OF:
You don’t have to be summiting a 14er or going on an epic bikepacking adventure or sending it up the nose of El Cap (unless that’s your thing). You just need to get outside. We want more people exploring parks, more people sleeping under the stars, more people wading in rivers and riding on dirt. We want more people to connect with nature in whatever way feels natural to them. As long as it’s not through a VR headset.
IF Our mission is to get everyONE OUTSIDE, then thats WHY…
WE STOLE Big Tech’s tactics of addiction to get people outside
Big Tech rewards people with constant dopamine hits. Likes, hearts, smiley faces, and view counts keep people tied to screens. So we decided to steal this tactic and celebrate everyday cyclists outside time, with a big Tour De France style celebration flash mob, called FLASH FINISH.
IF Our mission is to get everyONE OUTSIDE, then thats WHY…
WE LAUNCHED THE FIRST NFT MARKETPLACE FOR THE OUTDOORS
Jumped on the NFT bandwagon? Yup, because culturally it was exploding, and we saw this as an opportunity to get more people outside. Especially an audience that is glued to their screens indoors, crypto traders and NFT collectors. So we created OUTSIDE.IO, an NFT marketplace where all NFTs are designed to get people outside. With real-world perks embedded into all mints, we hoped to inspire them to get out.
WE LAUNCHED A ECOMM & MERCH PLATFORM FOR GORPCORE LOVERS
To get our brands into the minds and hearts of younger gens, we looked to fashion to help us. With the “Gorpcore” fashion trend in full effect, we created a new e-commerce platform of branded merch designs in collaboration with artists to appeal to this audience. From a Gramicci collab that gave proceeds to the Access Fund, Aaron Draplin collabs, to reissues of nostalgic designs. We dropped these limited-edition pieces on the Outside Outpost.
IF Our mission is to get everyONE OUTSIDE, then thats WHY…
WE CREATED A CONTENT SUBSCRIPTION PLATFORM to INSPIRE PEOPLE TO GET OUTSIDE
With 15+ of the most iconic and long-standing outdoor publications under one roof. It was a move to help inspire and introduce new activities for people to get outside. While I didn’t come up with our content subscription, Outside+, it was my role to align it to our strategy across all creative and help create awareness for this subscription.
