With over 30 years of experience in the outdoor industry, Stefan has helped a long list of the industry’s leading brands, such as Merrell, Columbia Sportswear, Nike ACG, Barbour, Berghaus, Vango, and Montane amongst many others. Stefan reflects on the changes across the industry over the last 30 years, looks ahead to the future direction of travel, and offers a word of warning to brands looking to make the leap into the mainstream.

The Evolution of the Outdoor PR Industry

The PR industry has seen a dramatic transformation over the last three decades, with emerging brands fighting harder for market share and the rise of the ‘lifestyle’ approach to marketing. Back in the early 1990s, when I first entered the outdoor and adventure PR industry, it was a vast, diverse space where a multitude of innovative brands thrived, coexisting and growing organically. Today, however, the landscape is very different. Out of a multitude of independents, only a few major retailers dominate, cherry-picking the significant brands, while smaller, emerging names struggle to find their footing. For these brands looking to grow in an increasingly crowded market, the challenge is even greater: how do you maintain your authenticity and loyalty to your original customer base while navigating the temptation of pursuing the mainstream?

The Changing Landscape of the PR Industry

The PR industry itself has evolved alongside these shifts. In the early days, public relations was largely about raising awareness through traditional media channels: print magazines, radio, and TV. The landscape was simple - audiences knew where to look for information, and brands could effectively target their core customers through specialist publications, often highly relevant to the outdoor and sports specific enthusiasts or technical product users.

However, the PR industry has shifted over recent years. The rise of digital media, coupled with the growth of social media and influencers, has fundamentally altered the way brands connect with their audiences. PR strategies are no longer confined to a single type of media or audience, and with the advent of influencers, nor does it emanate from one source. The availability of platforms such as Instagram, TikTok, and YouTube, has expanded the reach of brands into more diverse consumer segments, stretching far beyond the original target market. This change has enabled brands to tap into wider, lifestyle-focused demographics - consumers who may not identify as traditional outdoor enthusiasts but are enticed by the ‘cool’ factor of outdoor-inspired products – the ‘gorpcore’ crowd, as it has been termed.

The Lure of the Mainstream: Selling Out or Expanding?

For many brands, the lure of a broader audience and larger sales volumes is undeniable. The opportunity to sell to a wider group of consumers, often through major retailers and online, can appear to be a golden ticket. Brands are striving to hit the jackpot – after all, no one remembers the person who bought a lottery ticket and won a lucky dip – it is the jackpot winner that stays in the mind. The reach of these retailers is massive, and the exposure to a broader audience can fuel substantial growth. Brands which have traditionally been known for their technical prowess are now increasingly finding themselves positioned in more mainstream retail outlets. But, as many in the industry have discovered, the process is not as straightforward as it might at first appear.

There is a delicate balance to strike. On one hand, these mainstream opportunities can significantly boost sales and visibility. However, this shift, particularly at the point of transition, also raises the risk of alienating the very audience that helped build the brand in the first place: those dedicated outdoor enthusiasts who value authenticity, technical performance, a sense of exclusivity, and a connection to the original outdoor ethos. This is a situation I have seen unfold all too many times, as brands lose their way and stumble, chasing the big pay day at the expense of heritage and credibility in the eyes of core audiences. The PR challenge is clear: how does a brand retain authenticity while exploring wider commercial opportunities?

The Success Stories: Navigating Growth with Authenticity

Barbour, a case study in the successful marriage of heritage and modern lifestyle appeal, exemplifies how this delicate balancing act can work. In the 2000s, Barbour faced the risk of losing touch with its heritage of providing high-quality outdoor clothing for country people. When I worked with Barbour I remember being told by editors that there was nothing wrong with the brand, but that it was, “just they are not really about country”. Instead of diluting its message, Barbour embraced its legacy while acknowledging the broader cultural shifts. By investing in the performance of their products, their relationship with ‘country’, and ensuring that communication resonated with core traditional audiences, Barbour allowed itself to successfully evolve into a lifestyle brand while maintaining its authenticity and loyalty from consumer champions who were the bedrock of the brand.

The Role of PR in Maintaining Authenticity

This is where PR professionals play a crucial role. PR strategies will naturally evolve, but they must also be anchored in authenticity. A brand’s PR efforts should not just focus on visibility and sales but on maintaining a consistent, honest narrative, particularly in the eyes of its core audience. Today, journalists, influencers, and customers alike are increasingly aware of the risks of superficial messaging - they are becoming increasingly savvy and can spot inauthenticity from a mile away. Therefore, brands must remain transparent, consistent, and committed to the values they have long represented.

In an era where audiences are more discerning than ever, PR efforts need to be based on telling a genuine story. This means moving beyond slogans and stock imagery and focusing on true, authentic engagement. It means if you develop a strapline, you should live it and not just pay lip service to it. Our industry has a knack of developing attention-grabbing straplines and messaging, but sadly, I can cite many such claims that are not lived up to.

Looking to the Future: Maintaining a Strong Core While Expanding Horizons

The PR industry is far from static. As brands adapt to an increasingly complex media landscape, the key to success remains the same now as it did 30 years ago: staying the course, and authenticity. As the landscape continues to evolve, brands must continue to ask themselves: do they truly mean it, or are they merely saying they do, in pursuit of broader commercial success? In the end, honesty, authenticity and integrity will always be more valuable than a fleeting, superficial appeal to the masses.

Stefan Lepkowski is Managing Director of Karol Marketing.