TREAD Agency

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 66% of households with kids participating in outdoor recreation, the highest rate on record.

The marketing opportunity for outdoor brands: 

• Position family-friendly gear, experiences and campaigns to highlight ease, accessibility and bonding.
• Develop messaging tailored to seniors who have the time and resources to participate in and share outdoor activities with grandchildren.

Diversity Is Expanding the Market

Outdoor growth opportunities for brands are clear as participation among Black (+12.8%) and Hispanic (+11.8%) communities surged in 2024, adding more than five million participants combined. Younger participants are especially diverse, signaling the future of the outdoor community will look very different than its past.

The marketing opportunity for outdoor brands: 

• Authentic representation matters, so prioritize inclusive storytelling in campaigns and partnerships.
• Build relationships with multicultural communities by collaborating with diverse creators and ambassadors who resonate with new audiences.

Core Participants Are Making a Comeback

For the first time in a decade, the number of frequent “core” outdoor participants grew by five million in 2024. These participants hike, fish, bike, run and camp at higher rates, making them both passionate and loyal consumers.

The marketing opportunity for outdoor brands: 

• Core participants typically spend more on gear and apparel, so brands should prioritize loyalty programs, premium product launches and content that rewards consistent engagement. 
• Brands should develop community-driven campaigns that make core participants feel recognized as leaders and influencers within the outdoor community.

Where to Find Outdoor Growth Opportunities for Brands

The top activities of 2024 that continue to serve as gateways into the outdoors were day hiking, running, biking, fishing and camping. These activities bring in millions of casual participants who may later convert to more frequent, higher-value customers.

The marketing opportunity for outdoor brands: 

• Build campaigns around these gateway activities to reach the broadest audience.
• Pair entry-level messaging (accessibility, affordability, fun) with education on deeper engagement (gear upgrades, trip planning, skill development).

Tactics for Growing Your Brand in 2025 

The outdoor community is more diverse, family-centered and age-spanning than ever before. While the average number of outings per person dipped slightly, the overall participant base is growing, creating long-term opportunities for companies that adapt.

For outdoor brands, this means:

• Segment smartly. Understand how youth, seniors and diverse communities shape growth and tailor messaging accordingly.
• Invest in authenticity. Representation, partnerships and community engagement are key to building trust with new audiences.
• Balance core and casual. Gateway activities bring people in, while core participants sustain the industry, so your brand strategy should address both.

To dive deeper into the data, explore the full 2025 Outdoor Participation Trends Report.

At TREAD, we help brands turn outdoor growth opportunities into action, whether that’s refining messaging, building community-focused campaigns or creating multi-channel strategies that connect with today’s evolving outdoor audience.

Contact us to see how we can help your brand.