Outdoor gear companies are increasingly turning to a diverse range of brand ambassadors to connect with consumers and promote outdoor recreation. Not limited to elite athletes or young influencers, these ambassadors often encompass individuals with full-time jobs who pursue outdoor activities in their spare time. This trend allows brands to build authentic relationships with people who share a passion for nature and the environment.
Rick VanderLeek, senior manager of brand partnerships at Topo Designs, highlighted the importance of these ambassadors in representing the brand. “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.” This approach emphasizes the uniqueness of each ambassador and their individual stories.
Currently, Team Topo includes three brand ambassadors: Will Bender, a bike builder; Sarah Sturm, a gravel and mountain bike racer; and Kayla Lockhart, a fly fisher. VanderLeek noted that many of these ambassadors began as friends of the brand, reinforcing the notion that outdoor experiences can be enjoyed in a “casually serious” manner.
Lockhart, who has over 41,000 followers on Instagram, embodies this ethos. “My life certainly revolves around fly-fishing, but I also love hunting, riding my dirt bike, and just about anything that gives me a reason to be outdoors,” she shared. In addition to her outdoor pursuits, Lockhart is an advocate for public lands and works with conservation organizations like The Mayfly Project.
Another prominent figure in this space is Nelson Holland, known as @fatblackandgettinit on Instagram, who has built a following of over 162,000. He emphasized the transformative power of nature in his life, stating, “I found community, and that brought me into inclusive spaces for stewardship and conservation.” Holland has established partnerships with several brands and organizations, including Osprey, a Colorado-based company recognized for its innovative backpacks.
Osprey has structured its ambassador program into two categories: athletes and general ambassadors. According to Rob Bondurant, vice president of marketing at Osprey, the Athlete Program focuses on individuals who excel in their sports, while the Ambassador Program aligns with those whose values resonate with Osprey’s impact pillars of community, conservation, and access.
One of Osprey’s ambassadors is Sonya Wilson, a Deaf climber and founder of the ASL Climbing Network. With over 4,300 Instagram followers, she expressed her pride in being Osprey’s first Deaf ambassador. “Since meeting the Osprey brand at the Red Rocks Rendezvous in Las Vegas, they have supported my outdoor adventures,” she noted.
The ambassador landscape is not limited to those with significant social media followings. Greg Sakowicz, who has 161,000 followers on Instagram, has collaborated with Osprey but is not currently an ambassador. He noted the benefits of maintaining a full-time job while engaging in brand partnerships. “While there are people who are ambassadors and influencers full-time, I still like the security of having a steady paycheck,” he explained.
The compensation structure for these ambassadors varies widely. While some receive salaries, others may engage in promotional posts in exchange for products. VanderLeek stated, “Our core ambassadors are paid,” reflecting Topo Designs’ commitment to supporting those who genuinely represent their brand ethos.
Sakowicz emphasized the value of relatability in ambassador relationships. “Star athletes with millions of followers don’t have the relatability as someone like me,” he said. He aims to inspire others, particularly plus-sized individuals, to embrace outdoor activities. “My favorite part about being an ambassador is showing other plus-sized people that they can be in the outdoors, too,” he remarked.
Both Wilson and Holland encourage potential ambassadors to research brands and ensure alignment with personal values. Wilson advised, “Build a relationship with brands who care about communities and the earth, showing it in their actions and programs.” Holland echoed this sentiment, stating, “Figure out what your brand is, what partnership would make a lot of sense.”
The growing trend of outdoor brands collaborating with diverse ambassadors reflects a broader understanding that outdoor experiences are for everyone, not just seasoned athletes. With increasing awareness of the importance of inclusivity in outdoor recreation, brands are poised to create lasting connections through these partnerships.
