Outdoor Retailer is partnering with content creator platform Popfly to bring its recently announced Wild Reach content creator program to life at the August show in Minneapolis.
Wild Reach will bring 150 creators to the Outdoor Retailer show, which runs Aug. 19-21, to document, test and share the best of the trade show and conference with their online audiences. Popfly will oversee recruitment, coordination and performance tracking for each participating creator, which allows exhibiting brands to meet talent, support campaigns and collect content while generating results tied to their show presence.
“The most exciting growth in the outdoor industry right now is coming from founder-led brands; they need the right room to meet the retailers and buyers looking for what’s next,” said Lindsay Hubley, senior vice president of the sports and outdoor division at Outdoor Retailer parent company Emerald. “Programs like the Garage Grown Gear/Founded Outdoors Pavilion and the Wild Reach creator network support that. The outdoor media landscape has changed, and we’re building the show around what it looks like today: real creators producing real content on the floor and helping brands tell authentic stories that extend far beyond the event.”
The Garage Grown Gear and Founded Outdoors Pavilion will feature up to 100 retail-ready emerging brands.
The Popfly partnership will also deliver insights into how booth activations and product launches perform. Popfly’s tools support real-time matchmaking and QR-based tracking, helping brands understand which interactions drive engagement and business outcomes.
“At its core, Outdoor Retailer is about creating the right environment for the industry to do its best work,” said Taylor Hoekstra, founder of Popfly. “Creators are now a key part of how outdoor brands reach and inspire their communities. Through Wild Reach, we’re building the infrastructure that helps brands and creators connect, collaborate and produce authentic content right on the show floor, nurturing those moments into relationships and momentum that last well beyond the event.”
If you are interested in participating as a creator, please see the application here.
