Outdoor Retailer will debut the Wild Reach Initiative, a program embedding 150 outdoor-focused creators directly into the show, this August in Minneapolis.
Creators and brands will come together on the show floor to capture their experiences and reactions to the show to share with their audiences online, according to a news release.
“This isn’t just an addition to our programming; it’s a fundamental reimagining of what a trade show can be,” said Lindsay Hubley, senior vice president of the Sports & Outdoor Division at Emerald, Outdoor Retailer’s parent company. “This approach amplifies the energy of what’s happening in Minneapolis far beyond the convention center. It provides a unique opportunity for the show floor, where attendees discover products firsthand, ask questions, test features, and share those moments in an authentic, personal voice, creating a level of engagement and storytelling not seen from Outdoor Retailer in a long time.”
The Wild Reach Initiative’s Passport Program will encourage creators to discover new products at the show. Brands will benefit from direct access to creators for product storytelling and collaborative content.
“The program delivers timely, event-driven show-floor content capturing the energy of the moment,” Hubley said. “Brands leave with a library of authentic content created onsite, ready to share across their own channels.”
A Reimagined Show
Outdoor Retailer will move to Minneapolis for the Aug. 19-21, 2026 show, and for the first time, is being steered by a new Leadership Village made up of industry leaders and stakeholders.
This year’s show will feature:
- The Industry Day conference, titled “Outdoor Next: Ideas That Move Us Forward,” which will include panels and debates on topics like the future of independent retail, Gen Z consumers, AI and the circular economy.
- The “Retail Playbook Lab,” a new half-day conference designed exclusively for outdoor specialty retail owners, buyers and managers.
- The Hosted Buyer Program, which provides subsidies to retailers who want to attend the show.
- A full slate of Urban Outdoor Experiences, with hiking, trail running, yoga, biking, walking, birding and climbing.
Find out more about Outdoor Retailer.
