Fjällräven is honored to share that The Guide to Outside, a collaborative content program with AllGear Digital and its flagship publication GearJunkie, has been awarded Best Branded Content Site, B2C in the 2025 Digiday Content Marketing Awards.
Created for Fjällräven’s Fall/Winter 2024 campaign, the Guide to Outside was designed to inspire a deeper connection to nature through thoughtful storytelling and practical guidance. Rooted in Fjällräven’s ethos of“ walking with nature,”the multi-part digital experience offered readers an entry into seasonal outdoor activities—from cold-weather trekking tips and gear repair tutorials to educational pieces on layering systems and sustainable materials.
“The Guide to Outside was a way for us to invite people into the outdoors with a sense of ease and purpose,” says Nathan Dopp, President of the Americas for Fjällräven. “Partnering with GearJunkie allowed us to extend that invitation through high-integrity journalism and trusted voices in the outdoor community. We’re proud to see that recognized by Digiday.”
Produced by AllGear Digital’s in-house content studio and editorial team, the guide prioritized immersive storytelling with interactive trail maps, social content, a video series, and a custom microsite with gear recommendations. The result was a blend of editorial insight and brand purpose.
“From the start, we set out to create something that felt both engaging and useful with content that inspired people to get into nature,” said MJ Smoot, Senior Integrated Marketing Manager for Fjällräven. “We wanted the content to resonate with everyone, f rom the new hiker to the thru-hiker. This recognition from Digiday reflects the care and collaboration that went into every piece of the project and I’m incredibly proud of what we built together with AllGear Digital.”
This award marks a meaningful milestone in Fjällräven’s ongoing mission to support more people in getting outside. As with all Fjällräven initiatives, The Guide to Outside reflects our belief in fostering a meaningful and sustainable connection with nature, encouraging people to spend time outdoors with intention and care.
For more about The Guide to Outside, visit: https://gearjunkie.com/fjallraven-guide-to-outside To explore Fjällräven’s seasonal collections and content, visit: www.fjallraven.com
