How Outdoor Brands Can Win the 2025 Holiday Season
The 2025 holiday season is shaping up to be one of the most dynamic yet for the outdoor industry. Holiday marketing for outdoor brands this year will be all about balancing authentic storytelling with smart, performance-based delivery. Spending is still growing, and the Outdoor Industry Association (OIA) projects that overall holiday sales in the outdoor market will increase by about 3% compared to last year, but it’s happening in more selective ways. High-income consumers, who make up 35% of the outdoor market, are driving premium purchases in footwear, performance apparel and gear, while middle-income households are seeking high-value, multipurpose products that
Finding Direction in 2026 with Purpose-Driven Marketing for Outdoor Brands
Purpose isn’t a tactic; it’s a compass The outdoor industry is evolving fast. Purpose-driven marketing for outdoor brands is becoming essential as consumer habits change, discovery shifts and trust becomes harder to earn and even harder to keep. And while most brands are still planning next year’s marketing around platforms and promotions, the smartest outdoor companies are asking a better question: Where are we actually going? Because in this market, campaigns won’t carry you, clarity will. Don’t confuse momentum with direction At TREAD, we talk to a lot of outdoor brands this time of year. Most of them are moving fast with launching products,
Fall Strategies Outdoor Brands
For outdoor brands, fall is more than just a change in seasons. It marks the start of two major revenue opportunities: peak hunting and fishing season and the holiday shopping surge. When using the right fall strategies, outdoor brands can capture attention, drive sales and build loyalty through the end of the year. 1. Shift From Summer Lifestyle to Season-Specific Storytelling Consumers are swapping paddleboards for duck blinds and trail shorts for insulated base layers. Your content should reflect that transition. Hunting: Replace summer adventure posts with stories of cold mornings in the stand. Highlight camo jackets, waterproof boots or optics that cut
Outdoor Growth Opportunities for Brands in 2025
The 2025 Outdoor Participation Trends Report from the Outdoor Foundation and Outdoor Industry Association highlights record-breaking outdoor growth opportunities for brands. In 2024, participation in outdoor activities climbed to 181.1 million Americans. This growth represents more than a larger audience for outdoor brands, manufacturers and retailers. It should be seen as a shift in the marketplace for better strategies and more targeted engagement. Two Key Audiences to Watch are the Youth and Seniors Last year, youth participation jumped 5.6%, while seniors saw a 7.4% increase. Seniors have more than doubled their outdoor involvement over the past decade. Families are also driving momentum, with
What Do Hunting and Overlanding Have in Common?
At a glance, hunting and overlanding might seem worlds apart. One industry uses firearms, and the other involves vehicles that can withstand tough terrain. But in recent years, overlanding has evolved. The gear’s gotten more capable, the audience has grown more diverse and the mindset is increasingly self-reliant, purpose-driven and grounded in a respect for the land. All are values that mirror those long held by the hunting community. As outdoor enthusiasts, we’ve seen these two worlds overlap more than ever, on both a practical and philosophical level. Capabilities in Skills Overlanding: Mastering recovery, navigation and vehicle troubleshooting in the wild. Hunting: Reading terrain,
Why Email Marketing Should Be the Backbone of Your Outdoor Brand’s Strategy
Today, outdoor brands face a distinct challenge: staying connected with an audience that’s skeptical and largely immune to traditional marketing tactics. Add in algorithm-dependent platforms and the looming tariff conversations, and you’ve got a landscape that demands smarter, leaner communication strategies. Fortunately, the solution is already at your fingertips with email marketing. Email marketing remains one of the few channels brands truly own. There are no social media gatekeepers, no fluctuating algorithms, just direct access to people who’ve said, “I want to hear more from you.” This matters now more than ever as many outdoor brands—especially those in regulated industries like firearms—need
Uncertain Times Are Not a Signal to Retreat
Times of economic uncertainty can be frustrating and scary. You may feel paralyzed, not knowing what to do next, and feel like retreating and pulling away from business opportunities because of the uncertainty. However, look at what has happened throughout history. Uncertain times have produced shake-ups where dark horses can cross the finish line first, nimble underdogs can become a fan favorite and new industries seemingly come out of left field. This is not a time to retreat. It’s time to pay attention, pivot when needed and invest in your business accordingly. The short and long game depends on it. What
Riding the Current: AFFTA Confluence 2025 Recap from Boulder
Earlier this month, Boulder became the epicenter of fly fishing at the American Fly Fishing Trade Association’s Confluence 2025. The event was a true convergence of commerce, conservation and community. Here are four of our favorite takeaways: A Health Check on the Industry: Data That Tells a Story The outdoor economy is still trying to find its footing post-pandemic, and fly fishing shows signs of sustained strength. According to the 2024 TrackFly Spring Report, specialty channel sales in fly fishing rose +4% year-over-year, driven by: +0.6% growth in wading gear +4.7% in softgoods +12.1% in flies and +3.3% in fly tying, showing both core engagement
Why Outdoor Brands Should Prioritize Authenticity in 2025
Authenticity taps into emotional and cognitive drivers that influence consumer behavior. When a brand’s mission aligns with personal values, customers develop deeper trust and brand loyalty. In 2025, outdoor consumers will demand more than quality products; they will seek brands embodying purpose, transparency and expertise. Additionally, consumers are shifting away from big-name corporations, gravitating toward brands that offer authenticity, unique value and performance gear designed for real-world use. The brands that embrace these challenges as opportunities to innovate, connect genuinely with consumers and stay true to their mission will achieve greater success. The psychological values outdoor brands must consider to be truly
TREAD Attends IWA Outdoors Classic in Germany with Montana Department of Commerce
Last week, TREAD Agency had the opportunity to attend IWA Outdoor Classics in Nuremberg, Germany, as an opportunity that came about through our partner, the Montana Department of Commerce, and its Export MT program. This initiative helps Montana businesses to expand into international markets and increase business opportunities that flow back to Montana. Being a part of this program provided a unique opportunity to engage with fellow entrepreneurs and industry professionals while expanding TREAD’s network by talking with businesses that we may not otherwise have the chance to meet. IWA is an iconic tradeshow and is considered one of Europe's premier