Over the past year, Outside has been refining its digital game — and seen tangible results.
Some of those efforts include a new gear newsletter called Dawn Patrol, targeting women and the outdoors, as well as moves to connect with its audience across social-media platforms.
A pledge to represent all voices in the outdoors has also led to an increase in digital revenue.
Scott Rosenfield, who became Outside’s digital general manager in January, stated in a piece with Neiman Journalism Lab: “A big initiative this year has been not just to reach more people, but to engage with them in a more meaningful way.”
That isn’t to say the brand has abandoned its get-muddy, adventurous roots. This summer, Outside will sponsor events across the country that embrace its mission to connect readers with the outdoors, while introducing them to key gear.
Events receiving promotional support from the lifestyle brand include GoPro Mountain Games in Vail, Colorado, Jazz Aspen in Aspen, Colorado, Outside Bike and Brew in Santa Fe, New Mexico, and Dominion Riverrck in Richmond, Virginia. Support will include everything from editor appearances to giveaways to competitions and performers.
Outside is the exclusive media sponsor of the GoPro Mountain Games and will again partner with Go RVing to offer giveaways and RV tours. There will also be family-friendly games in a children-focused Adventure Village in Golden Park.
Additionally, Outside will be the exclusive media sponsor of Outside Bike and Brew. The event features two days of cycling, guided rides, clinics and beer and cigar tastings. Evenings feature live musical performances.
At Dominion Riverrock, Outside will partner with Go RVing to cohost a photo booth, campfire and s’mores. Outside will also host a boomerang photo booth for dogs in addition to other canine-related products on Browns Island.
Sam Moulton, vice president-director, marketing Outside, stated: “These events bring together some of the biggest outdoor brands and athletes in the industry," adding the company enjoys the collaboration with "so many talented leaders who encourage active participation in the outdoors through innovative and fun events.”