I see more and more action sports companies with outdoor products and ads featuring models with beards. And it makes sense. The outdoors are trending…. and for good reason. So we got a new term, Action Outdoor.
With the rise of companies like Poler Camping Stuff, Mizu, and Depactus, brands are really encouraging consumers to get outside. The trend for fitness and outdoor activity is a global phenomenon.
The rise of crossfit, yoga, rock climbing are growing in all markets. What’s that mean? According to an article on Transworld Business, VFC’s Outdoor & Action Sports and Sportswear coalitions are seeing strong growth in almost all international markets. Timberland is already VFC’s largest brand in Asia, while The North Face is the leading brand in China.
One golden nugget for action sports/active lifestyle brands with this outdoor opportunity is the fact that there already exists natural crossover between the two industries – call it Action Outdoor. Whether it’s eye wear, apparel, accessories, or some revolutionary new tech, the outdoor, lifestyle, and action sports categories are beginning to see bridges formed to connect the industries and the mix of consumers that play in them all.
- Identify where your brand (and product) might slot in seamlessly in the industry and where market share growth is exposed – from new retailers to consumers.
- Establish brand campaigns that are compelling and unique to the outdoors, while not diluting the roots and heritage of your brand.
- Know your limits and build brand credibility and equity in the outdoor industry by sticking to what works and not alienating other brand fans and demographics.
- Collabs are an effective way to merge into the outdoor space. When executed right, collabs are one way to test the waters and can catapult a launch into the industry. Choosing the right partner is key and both parties should have philosophies that are aligned to create a product or movement that is natural, authentic, and not forced.
And now here’s some number to back up all these claims…
According to a report by The Outdoor Foundation (a not-for-profit established by the Outdoor Industry Association), the number of people who participated in outdoor recreation grew by 800,000 in 2013, compared to stats from 2011. Forty-percent of outdoor participants are from households with incomes of $75,000 or more. And, nearly 50 percent of Americans ages six and older participated in outdoor recreation in 2012, which equates to 141.9 million Americans. That’s a solid number of eyeballs to get your brand in front of.
Even Outdoor Retailer, the popular outdoor trade show, offered up a Venture Out section – a hip zone that featured a collection of action sports and lifestyle brands that are starting to penetrate the outdoor market.
Now you have choices when it comes to material used for print and POP displays that aligns with your brand campaigns. Here’s a brief list to put you ahead of the game when it comes to choosing media that aligns with the Action Outdoor sentiment:
Falcon Board – a paper-based graphic display board
Wood Printing – a direct print on quality Baltic Birch wood
Enviro Board – a paper based, rigid, environmentally sustainable, and fully recyclable alternative for structural signage
It’s been hiding right in front of our noses the whole time. Since most action sports actually take place outside, brands can leverage that natural connection and use it to market to the millennial generation.
Let me know if you have any questions or if you would like to get a quote for POP on any of the materials listed above, hit us up here.