THE OUTDOORS: WHERE CULTURE AND MARKETING MEET 🤝🏔️

The outdoors is the new culture flex! Road running still holds its own, but people crave something different— taking to the trails. A sense of freedom comes with escaping the city’s hustle and bustle and breathing in nature’s fresh air. And it’s not just all vibes—according to a 2023 report by the Outdoor Industry Association, 3.8 million more people joined outdoor sports compared to 2021.  

So, what is behind the big outdoor boom? Two things: COVID-19 and social media.  

The pandemic hit the reset button for many of us, highlighting the need for a deeper connection and appreciation of our environment. Being stuck indoors made us crave the outside world and became a go-to space for people to reconnect with nature and life's basics. 

Additionally, social media's growing influence makes sharing photos and videos of outdoor activities much easier and has become a part of how people define themselves. 🤳 

Brands are tapping into the outdoor market because outdoor events are open and accessible, fostering a more inclusive space. Plus, they are usually more cost-effective to organize and offer an entirely different experience for consumers and event organizers.  

Our act.3 teams in South Africa and America have been leveraging the outdoors, organizing cool activations for and with brands like adidas Terrex, adidas Runners, and SoCalTrail. 

In this edition, we catch up with Project Manager and trail runner, Charlotte Roseveare , based in Cape Town and Senior Project Manager, Jane Nungaray , holding it down in Los Angeles–both owning their space and thriving in the outdoor scene.  

 SOUTH AFRICA’S OUTDOORS: A SPACE FOR EVERYONE 🇿🇦⛰️  

Like everywhere else, the demand for outdoor adventure experiences in South Africa is on the rise. Our team in Cape Town is honed in on this perfectly and has two outdoor activations in the pipeline this year.  

First up is the Otter Terrex Trail Challenge, a 42 km-long race along the Indian Ocean coastline surrounded by Indigenous forests and incredible views. Next, we will be gearing up for the epic Ultra Trail Cape Town races (UTCT), featuring five races covering technical terrain with steep ascents and descents.  

Charlotte Roseveare , who is organizing these activations, highlights that both events will focus on inclusivity while increasing brand recognition and credibility in the trail-running community. 

 “We are also driving the concept narrative that ‘the outdoors belongs to everyone,’ not just elite runners but weekend warriors, supporters, children, and animals. Through coming together, we can enjoy the outdoors as one,” Charlotte stated.  

The slogan “the outdoors belongs to everyone” says it all! These activations aren't just about supporting trail athletes but also the friends and family members cheering them on. “Beyond this, with the right gear – TERREX – you will be supported along the way no matter who you are or what level you are at,” stated Charlotte.

To make sure the activations are fun and inclusive for all ages, it will include: 

✅ A big focus on a kids’ activation for Otter and UTCT, including a mascot and an adidas Terrex climbing structure for kids. 

✅Waffle machine with adidas Terrex plates to bring the brand graphic in wherever we can.  

We can’t wait to see how both these events unfold!  

 LOS ANGELES 🤝 EMBRACING NATURE 

In Los Angeles, trail running is king. Jane Nungaray , senior project manager at act.3 and her team, organized and hosted two adidas runners training programs on the LA trails. “The two training programs encouraged first-time trail runners to train for their first 10k, and the other group was geared towards more experienced trail runners looking to race their first 50k,” Jane stated.  

Here, we created training programs for our target audience and gave runners an inviting program that helped the community reach its goals. We also made a space and provided gear that supported runners of all levels. 

“We wanted to make runners feel comfortable and relaxed after their race and encourage recovery after being in nature for extended amounts of time.” 

For another activation, we organized Terrex Trail races, partnering with SoCalTrail to provide aid stations, runner recovery lounges, and content. These activations aimed to create a more inviting and inclusive community for trail runners. 

To ensure that the activations resonated with the target audience, we:  

➡️Collaborated with Trail Coach Martin Torres to understand the popular races and trail presence in Los Angeles. 

➡️Worked on finding ways to implement activations geared towards our target audience, in this case, beginner trail runners. 

➡️Offered beginner programs that gained interest and hype around our activations and ensured guests of any running experience could enjoy our activations.  

➡️Encouraged posting on social media, which seemed to motivate the runners to show up and capture content and have fun on the trails by taking photos with friends and capturing their progress. 

These activations have inspired runners of all levels to hit the trails. We see lasting impact, with rising numbers in weekly trail runs and increased participation in trail races and cheer zones. This year, over 150 runners signed up for the adidas Runners ultra marathon training team in Los Angeles, marking a steady growth over the past three years.

Keep it up, Los Angeles! 🇺🇸⛰️ 

WHY THE OUTDOORS IS KEY FOR CULTURAL MARKETERS 🔑 

In a world where digital screens takeover our daily lives, the outdoors offers a refreshing escape and a unique backdrop for cultural marketing. It leaves people with an experience and a shareable experience at that.  

Outdoor activations play an important role because they highlight the natural beauty of different parts of the world and give local people a pride in their home.  

“They allow consumers to touch, see and experience brand products first hand. They can review items in real time and get answers to questions that would otherwise be unanswered or responded to much later, which reduces your purchase conversion as well as brand loyalty,” Charlotte stated.  

 Here’s why the outdoors is becoming an essential playground for cultural marketers: 

✨Authentic connections: Nature fosters genuine connections. Campaigns that tap into the outdoors often resonates with audiences looking to break from the virtual world. 

✨Immersive experiences: Outdoor activations provide sensory experiences that can’t be replicated online. From hiking to trail running, the outdoor setting increases engagement and brand recall. 

✨Community and wellness: Outdoor events and activities align perfectly with these values, positioning brands as advocates for a balanced and healthy lifestyle. 

✨Brand visibility: The open space of the outdoors allows for creativity to flourish. Large installations and vibrant activations stand out, capturing attention in a way that is both memorable and meaningful. 

✨Sustainability: With awareness around environmental issues, outdoor campaigns offer a platform for brands to show their commitment to sustainability and connect with an eco-conscious audience.