Brand ambassadors are an element that offers a lot of potential for successful marketing strategies among companies in the outdoor industry. But what does such a collaboration process look like? Read ahead to find out what the advantages and challenges that outdoor brands face when working with ambassadors are.

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Who Is a Brand Ambassador?

Outdoor brand ambassadors can be anyone from professional athletes to outdoor influencers. The main criteria typically applied for this position are:

• Having a decent social media following and a good reputation
• The ability to produce quality content or take part in the creation of such
• Leading an active lifestyle or having proven achievements in outdoor sports and activities
• Being in sync with the brand values, mission, and vision

Mentioned above are some common requirements brands have for their potential ambassadors. However, note that they vary significantly depending on the companies’ marketing strategies and other factors.

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Examples of Outdoor Brands Collaborating with Brand Ambassadors

As a matter of fact, the majority of outdoor brands that you know are likely to be connected with influencers and industry professionals representing them. Here are some examples of companies actively utilizing brand ambassador programs in their marketing strategy:

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1. Burton

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Burton is a renowned snowboard gear and apparel manufacturer with an iconic marketing strategy. In January 2021, the brand selected 15 ambassadors for the North American market - “legends, activists, creators and community leaders”, as the company website claims.

It’s a diverse group of people sharing Burton’s love for snowboarding alongside its core values. The featured names include Khai Bhagwandin, Mirae Campbell, Dru Kennedy, and others.‍

2. Columbia

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With a wide range of apparel for different outdoor activities, Columbia is an industry giant that doesn’t miss the opportunity to market itself through brand ambassadors. Their community of trusted representatives is divided into sports categories, namely:

• Fishing
• Snowsports
• Curling
• Racing
• Trail Running
• Golf

The customers have a chance to explore the ambassadors’ inspiring stories, watch interesting videos, and, in some cases, check the list of their favorite Columbia products.

3. YETI

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YETI is a manufacturer of coolers with a strong passion for all things outdoors. The company collaborates with like-minded people from across the globe that share the brand values and promote an active lifestyle.

Users have plenty to explore in the “Ambassadors” section of the website, from fascinating interviews to stunning photography.

4. Sea to Summit

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Sea to Summit is a manufacturer of outdoor gear beloved by many consumers. For its brand ambassadors, the company has currently selected three inspiring representatives:

• Ashley Vovkin - an outdoor adventure photographer
• Andrew King - a surfer, free diver, and climber
• Jamie Carlson -  a trauma ICU nurse with a strong passion for snowboarding, hiking, camping, and mountain biking

These people surely do resonate with the company values and help promote its products effectively.

5. Napier

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Napier, a top-notch manufacturer of tents and outdoor accessories, has seven ambassadors. All of them are connected to photography and fit the brand’s calling for a “spontaneous spirit and adventurous soul”. The company actively shares the ambassadors’ adventures in its blog.

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The Advantages of Working with Outdoor Brand Ambassadors

The number of outdoor brands looking for ambassadors has arisen together with the growth of social media channels.

Here are the main benefits that the companies collaborating with ambassadors reap:

• A celebrity, professional athlete, or a less-known person with a high credibility level plays the part of a role model, spokesperson, and advocate for the brand.
• The promotion of products and services delivered straight to the target audience that comprises the ambassador’s followers.
• A higher level of consumer trust compared to traditional advertising campaigns.
• Boosted creativity due to the unique approach of any given ambassador.
• A way of supporting the brand values by collaborating with people who resonate with them.
• An opportunity to demonstrate gear in action and provoke strong interest without blunt advertising.

As you can see, working with brand ambassadors comes with plenty of perks for outdoor brands. But are there any downsides to it?

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Challenges Associated with Brand Ambassador Cooperation

No marketing approach is perfect, so it comes as no surprise that working with brand ambassadors has its challenges. Here are some of the main risks that outdoor companies looking for brand ambassadors should be aware of:

• As adventure-based professional athletes toe the line of fame or extreme adrenaline, their relatability to the casual recreationalist decreases.
• Reputational damage to the ambassador’s image affects the brand in a negative way. This is especially true for companies represented by only one voice.
• Finding the right ambassador can take a lot of time and financial investments.

Regardless of the downsides associated with brand ambassadors, the advantages clearly outweigh them.

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Is It Worth Hiring an Ambassador for an Outdoor Brand?

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The advantages of hiring brand ambassadors for companies operating in the outdoor industry are plenty. But will every company benefit from such a strategic alliance?

In fact, every company, regardless of its scale and location, will benefit through a well-executed brand ambassador program and experience boosted brand awareness, improved customer loyalty, accelerated growth, and increased sales.