{"id":19584,"date":"2022-04-06T11:56:37","date_gmt":"2022-04-06T15:56:37","guid":{"rendered":"https:\/\/www.ceros.com\/inspire\/?p=19584"},"modified":"2022-04-06T11:56:37","modified_gmt":"2022-04-06T15:56:37","slug":"great-outdoors-marketing","status":"publish","type":"post","link":"https:\/\/www.ceros.com\/inspire\/originals\/great-outdoors-marketing\/","title":{"rendered":"A Marketer’s Guide to the Great Outdoors"},"content":{"rendered":"Reading Time: <\/span> 4<\/span> minutes<\/span><\/span>\n

The call of the wild rings out down in the valleys, over mountaintops, across the high seas, and\u2026 through the computer screen? <\/p>\n\n\n\n

At first glance, it might seem like the great outdoors and digital marketing are inherently at odds. But as outdoor life and our daily technologies begin to overlap, they\u2019re quickly converging, too. From street fashion to viral campaigns and new spins on age-old advertising tactics, more and more brands are taking cues from Mother Nature. And the timing is right: today, Americans are flocking to national parks in record numbers<\/a> and reviving simple pastimes<\/a> as a cure for screen fatigue. <\/p>\n\n\n\n

So if 2020 meant staying safe inside the home, and 2021 brought a more balanced hybrid of indoor and outdoor activity, will 2022 see us step fully into nature?<\/p>\n\n\n\n

From the hyper-niche to the mainstream <\/h2>\n\n\n\n

Each year, only a handful of elite climbers summit Mount Everest and K2, the two tallest peaks on Earth. If you want to be among them, you\u2019ll need more than just top-tier strength and technique\u2014you\u2019ll need serious gear. We\u2019re talking wind-resistant shells, abrasion-proof pants, and Gore-Tex layers galore.<\/p>\n\n\n\n

But this type of techwear is no longer reserved for Everest mountaineers fending off the elements. Next time you\u2019re on a crowded city street, look around; you might be surprised to see a base camp-ready jacket. This trend has a name, \u201cGorpcore<\/a>,\u201d and it entails wearing high-level outdoor apparel as everyday attire, a style statement regardless of the season.<\/p>\n\n\n\n

Today, even brands that previously targeted entirely different market segments are leaning into the outdoor aesthetic. Take Gucci, for instance. In partnership with the North Face, the Italian fashion house unveiled a recent collection<\/a> via TikTok that put it on unfamiliar terrain<\/a>, \u201cagainst a backdrop of volcanic black sands, rolling green hills and glaciers.\u201d <\/p>\n\n\n\n