Outdoor Brands Marketing: Winning Strategies to Expand Global Market Share

The Insights Behind the Outdoor Brands Marketing Ranking

Outdoor wear has become a highly active investment category since the pandemic, as highlighted by The Business of Fashion. Trends like Gorpcore have made outdoor apparel into streetwear staples. So much so, that these brands are now highly sought after by outdoor enthusiasts, professionals and trend followers alike. 

This ongoing market boom presents a prime opportunity for outdoor brands to expand their market share and cater to a broad range of customers. However, with increased competition, brands must strike a balance between staying true to their core values and appealing to a variety of consumer preferences across growing markets.

According to Forbes, North America is the largest global sportswear market, valued at $158 billion, but it is only projected to grow by 5% this year. In contrast, the Asia-Pacific region is expected to grow at a much faster pace, with a 14% increase from $102 billion to $116 billion. With such vast market potential, brands need to ask: what does it take to connect with a diverse group of consumers?

Is success found in developing innovative products? Or is it in targeting niche influencers and growing a brand’s community through owned media? At Launchmetrics, we’ve analyzed the marketing strategies of five leading outdoor brands during the month of August to uncover best practices and pinpoint where the greatest opportunities lie for brands to thrive.

• Crafting a marketing strategy through Chinese social media channels across diverse Voices has proven to be a powerful way to establish local market presence. China has emerged as the leading region for Arc’Teryx, doubling the brand’s performance compared to the US and Canada combined. The platform RED has shown the best results for Arc’Teryx, surpassing even Instagram on a global level. The brand's strategy leverages a combination of Voices allowing it to connect with a diverse audience. Its owned media remains aligned with its hiking identity, while Chinese influencers have been the driving force behind the Gorpcore trend in the region.
• Niche influencers, ranging from micro to mid-tier, who are closely tied to a brand’s core values, can serve as powerful advocates. Jacey West generated $109K in Media Impact Value® (MIV®) for REI, while Sabrina Bloedorn contributed $98.8K in MIV for Arc’Teryx. Both influencers stand out by sharing content focused on outdoor activities like hiking, while also embracing the gorpcore aesthetic.
• Catering to an heterogeneous audience through a brand’s owned Voice is a valuable strategy. Patagonia has demonstrated the most effective Owned Media strategy among the ranked brands, with its value driven primarily by Instagram and followed by YouTube. What sets Patagonia’s approach apart is its use of dedicated accounts for specific audience segments. Beyond its main account, the brand has separate ones tailored to the Japanese market, as well as for activities like climbing, trail running and snow sports.

In today’s highly competitive market, where consumers are increasingly informed , it’s essential for brands to assess performance regularly. Understanding what strategies are working and where opportunities for growth lie, will allow brands to pivot quickly and maintain a competitive edge. By refining strategies through targeted influencers, localizing content for specific markets and leveraging owned media, outdoor brands can stay ahead of the curve and continue to grow their market share globally.