Key Takeaways:
- Backcountry Garage will occupy prominent space near the front entrance of the Outdoor Retailer show floor in Minneapolis, Aug. 19-21, featuring a product showcase, creator lounge, and buyer desk.
- Backcountry buyers will be available throughout show hours for open meetings with any exhibiting brand, no prior relationship required.
- Backcountry will introduce a series of on-site awards designed to spotlight standout innovation. Winners will be selected and presented live on site by Backcountry.
Backcountry is bringing its brand incubator concept directly to the Outdoor Retailer show floor, with a multifaceted activation designed to connect emerging brands with buyers, creators, and industry decision-makers.
Outdoor Retailer and Backcountry announced Tuesday the “Backcountry Garage” partnership for the upcoming Outdoor Retailer show in Minneapolis, Aug. 19-21. The activation will be positioned near the front entrance of the show floor and organized around three areas:
- A product showcase displaying gear, apparel, and accessories from emerging and incubator brands
- A creator lounge for media and influencers to experience products and connect with brands
- A buyer desk where brands can meet directly with Backcountry’s buying team and key industry decision-makers
“Outdoor Retailer has always been about creating opportunities for discovery, connection, and growth across the outdoor industry,” said Lindsay Hubley, senior vice president of the Sports and Outdoor Division, in a statement. “Backcountry Garage brings that mission to life by giving emerging brands, creators, and innovators a platform to showcase their brands and to connect with buyers and help shape the future of outdoor retail. As the outdoor consumer becomes more casual and lifestyle-driven, the partnership supports next-generation brands focused on sustainability, wellness, inclusivity, performance, and differentiated products that meet the needs of this new consumer.”
Backcountry Open Buyer Access at Outdoor Retailer in Minneapolis
Backcountry will run an “open to all brands” initiative throughout the show, giving any exhibiting brand the opportunity to meet directly with its buying team. Backcountry buyers will be available at the Backcountry Garage booth during all show hours.
Wild Reach Creator Integration
Backcountry Garage will integrate with Outdoor Retailer’s Wild Reach creator initiative, powered by content creator platform Popfly. Approximately 150 curated outdoor creators will participate in the activation throughout the show. Popfly is overseeing recruitment, coordination and performance tracking for each participating creator, which allows exhibiting brands to meet talent, support campaigns and collect content tied to their show presence.
Participating brands will gain opportunities for product exposure, storytelling, creator engagement and increased visibility across the outdoor community.
Backcountry Awards Program
Backcountry will introduce a series of on-site awards recognizing innovation, creativity, and brand potential, including category-based Best in Show honors and a premier GOAT Award. Winners will be selected and announced live on the show floor.
The Ambassador’s Choice Award will be determined in real time by votes from Popfly creators attending the show. The winning brand will receive an extended Popfly membership from six months to one year, a guaranteed private appointment with Backcountry’s buying team, and a marketing support package from Outdoor Retailer.
Backcountry’s Brand Incubator Push
The partnership follows Backcountry’s recent launch of Backcountry Garage as a standalone innovation platform and brand incubator. The platform’s first acquisition was Coalatree, the Utah-based eco-focused gear and apparel brand.
“We believe constant innovation is the most powerful way to improve our customers’ experience outside,” said Kevin Lenau, president of Backcountry, in a statement. “Backcountry Garage is how we keep pushing when much of the industry is waiting, partnering with builders and founders who are rethinking how great gear, apparel and accessories should perform so our community feels the difference every day on the trail, at the crag, and in their own backyards.”
Outdoor Retailer’s Minneapolis debut marks a significant shift for the show, which is moving to a reimagined format centered on innovation, connection, and sell-through growth. The show runs Aug. 19-21, 2026, at its new home in Minneapolis.
