Outdoor gear companies like Colorado-based Osprey and Topo Designs are redefining their brand ambassador programs by embracing a diverse range of individuals. These brand ambassadors, often not professional athletes, showcase their passion for outdoor activities while promoting the brands through their unique stories and experiences.
Brand ambassadors can come from all walks of life, including individuals with full-time jobs who engage in outdoor activities on weekends. The arrangements vary widely, from receiving gear for testing to financial compensation. Rick VanderLeek, senior manager of brand partnerships at Topo Designs, emphasized the importance of authentic representation. “We can’t always do the talking ourselves,” he stated. “Seeing the members on Team Topo and how they represent themselves, with Topo as an additive, just feels right.”
Currently, Team Topo consists of three ambassadors, with plans to expand. They include Will Bender, a bike builder; Sarah Sturm, a gravel and mountain bike racer; and Kayla Lockhart, a fly fisher who boasts over 41,000 Instagram followers. Lockhart’s commitment to outdoor recreation and advocacy for conservation highlights the multifaceted roles these ambassadors play.
The relationship between brands and ambassadors often begins with personal connections. VanderLeek noted, “Our ambassadors began by being friends of the brand.” This strategy fosters a sense of community that resonates with consumers. Lockhart, who engages in various outdoor activities, stated, “Outside of all that, I am an advocate for our public lands and waters.” Her collaborations extend to conservation organizations like The Mayfly Project and Sportsmen of the Boundary Waters.
Another prominent ambassador is Nelson Holland, known on social media as @fatblackandgettinit, who has gained a following of over 162,000 on Instagram. Holland transitioned from feeling disconnected with nature to becoming an advocate for outdoor activities. He highlighted the significance of community, stating, “I found community, and that brought me into inclusive spaces for stewardship and conservation.” His partnerships include brands like Osprey, which categorizes its ambassadors into two groups: athletes and general ambassadors.
According to Rob Bondurant, vice president of marketing at Osprey, the Osprey Athlete Program targets individuals excelling in their sports, while the Osprey Ambassador Program focuses on those whose values align with the brand’s pillars of community, conservation, and access. One notable ambassador is Sonya Wilson, a Deaf climber who founded the ASL Climbing Network in 2012. Wilson expressed her pride in being Osprey’s first Deaf ambassador, stating, “Since meeting the Osprey brand at the Red Rocks Rendezvous in Las Vegas, they have supported my outdoor adventures.”
Osprey’s ambassador program showcases a diverse array of individuals dedicated to various outdoor pursuits. Greg Sakowicz, known on Instagram as @fatmanlittletrail, previously collaborated with Osprey but is now considered more of an influencer. He noted the importance of maintaining a steady job while being selective about partnership opportunities. “While there are people who are ambassadors and influencers full-time, I still like the security of having a steady paycheck,” Sakowicz said.
Ambassador compensation varies, with some receiving salaries while others promote products through social media posts. VanderLeek mentioned that Topo Designs pays its core ambassadors, emphasizing their commitment to those who authentically represent the brand in their crafts.
The appeal of brand ambassadors lies in their relatability. Sakowicz pointed out that star athletes may lack the connection that “regular” individuals can provide. “Star athletes with millions of followers don’t have the relatability as someone like me,” he explained. “I think when someone can see how similar we are, it is easier for them to immediately feel connected.”
The motivations for these ambassadors extend beyond financial gain. Sakowicz shared, “My favorite part about being an ambassador is showing other plus-sized people that they can be in the outdoors, too.” This inclusivity resonates with a broader audience, reinforcing the idea that outdoor experiences are for everyone.
Both Wilson and Holland encourage aspiring ambassadors to research the brands they wish to represent. Wilson advised, “Always research brands and make sure they stand for the things you believe in personally and trust their products.” Building genuine relationships with brands that align with personal values is crucial for meaningful partnerships.
In conclusion, outdoor gear companies are increasingly turning to a diverse range of individuals as brand ambassadors, recognizing the value of authenticity and community engagement. As these brands continue to expand their ambassador programs, they foster connections that resonate deeply with outdoor enthusiasts around the world.
