You don’t have to be young, a famous athlete — or even an actual athlete in some instances — to qualify as a brand ambassador for an outdoor gear company.
Brand ambassadors might be out of their twenties, working full-time jobs while they pursue their outdoor recreation on weekends, campaigning for conservation, fulfilling their dreams as wilderness guides, or competing in lesser-known sports.
And the benefits vary across brands and ambassadors, from getting gear for testing out to a paycheck.
Today, brands are building relationships with a variety of people who share their passion for time spent outside.
“We can’t always do the talking ourselves,” said Rick VanderLeek, senior manager of brand partnerships at Topo Designs, a Colorado-based company that makes outdoor packs, bags, clothing and accessories. “Honestly, that takes the fun out of it. Seeing the members on Team Topo and how they represent themselves, with Topo as an additive, just feels right. Everyone is unique. Everyone has a story to tell.”
Nelson Holland, aka @fatblackandgettinit on Instagram, works with various brands and organizations to promote outdoor recreation. (Provided by Nelson Holland)
Team Topo currently has three brand ambassadors (soon to be four): Will Bender, a bike builder; Sarah Sturm, a gravel and mountain bike racer; and Kayla Lockhart, a fly fisher.
“Our ambassadors began by being friends of the brand,” VanderLeek said. “Topo Designs embraces the ‘casually serious,’ or ‘seriously casual’ side of experiencing the outdoors in each person’s own unique way.” He described Team Topo as a mix of “athletes, skilled professionals and spirited characters.”
Lockhart, 35, is one of them. She is a brand ambassador for Topo Designs and others, with more than 41,000 followers on Instagram.
“My life certainly revolves around fly-fishing, but I also love hunting, riding my dirt bike and just about anything that gives me a reason to be outdoors,” she said. “Outside of all that, I am an advocate for our public lands and waters.” Lockhart also works with conservation groups such as The Mayfly Project and Sportsmen of the Boundary Waters.
Another partnership of Lockhart’s is the Ford Bronco, which also has a relationship with Nelson Holland, 33, known to his 162,000 Instagram followers as @fatblackandgettinit, where he posts about his Colorado adventures. He has more than 154,000 followers on TikTok, too.
“My journey went from not seeing myself as involved in nature to creating relationships with wildlife, and then I started hiking,” he said during an interview. “I found community, and that brought me into inclusive spaces for stewardship and conservation. I didn’t know you could help the world by watching wildlife!,” he said, referring to a burrowing owls project he became involved in.
Holland has also worked with Osprey, a Colorado company known for its backpacks. Osprey and some other brands now divide their ambassadors into two camps: athletes and simply ambassadors.
“The Osprey Athlete Program includes individuals who are pushing their sports forward, whether it be top spots on the podium, fastest known times or building the culture within their sport,” said Rob Bondurant, vice president of marketing at Osprey Packs. “The Osprey Ambassador Program is based on individuals whose values align with our three impact pillars: community, conservation and access.”
One of Osprey’s 17 ambassadors is Sonya Wilson, a Deaf climber who founded the ASL Climbing Network in 2012. She is known as @deafclimber on Instagram, where she has over 4,300 followers.
“Two years ago, I saw the opportunity to become Osprey’s first Deaf ambassador, and I jumped at it!,” Wilson said in an email. “Since meeting the Osprey brand at the Red Rocks Rendezvous in Las Vegas, they have supported my outdoor adventures.”
Wilson described the support from Osprey, citing a time when they sent her a bundle of returned packs that she was able to give to fellow Deaf climbers.
“This is my second year with Osprey, and I could not be more proud,” she said.
Osprey’s ambassador website page shows an array of people from different backgrounds, adults of all ages whose appreciation for the outdoors spans from leading conservation nonprofits to working as wilderness guides.
Denver-based Greg Sakowicz, 46, known to his 161,000 Instagram followers as @fatmanlittletrail, has also worked with Osprey, although he is not currently one of their ambassadors and might be considered more of an influencer.
“I helped model the Extended Fit line of backpacks for Osprey when they first came out,” he said. “I also do a lot of smaller campaigns or projects with non-profits and brands to help tell a specific story or promote a product. There are different tiers of ambassadors and sponsored athletes and creators and influencers depending on the person and brand.”
Due to his 9-5 job, Sakowicz is limited in how much he can partner with brands, he said.
“While there are people who are ambassadors and influencers full-time, I still like the security of having a steady paycheck,” he said candidly. “It also allows me to be more selective in the work that I do.”
Exact numbers could not be obtained, but some ambassadors earn a paycheck while others might do a couple of posts to show current gear.
Sonya Wilson, a Deaf climber who founded the ASL Climbing Network in 2012 and is a brand ambassador for Osprey backpacks. (Spruce Tone Films, provided by Sonya Wilson)
“Our core ambassadors are paid,” said VanderLeek of Topo Designs. “We support those who embrace their craft and how we, and they, see Topo Designs intertwining within that craft — whether it be sport, a specific skillset, an angle on fashion and the outdoors, or any other opportunities.”
What it comes down is audience; everyone on social media is reaching their own demographic, and that has benefits to the brand.
“Star athletes with millions of followers don’t have the relatability as someone like me,” said Sakowicz of being a non-athlete ambassador. “I can’t dunk a basketball, hit a home run or score a touchdown, but I can hike on the same trail. I think when someone can see how similar we are, it is easier for them to immediately feel connected.”
So, if they’re not getting rich, what’s in it for these “regular” people?
“My favorite part about being an ambassador is showing other plus-sized people that they can be in the outdoors, too,” said Sakowicz. “That there are brands that support them and are making products to make their trips better. The outdoors are for everyone and there are so many benefits for people in being outside.”
“Always research brands and make sure they stand for the things you believe in personally and trust their products,” said Wilson. “Even if they don’t have ambassador applications, it is more about building a connection with the brand. Build a relationship with brands who care about communities and the earth, by showing it in their actions and programs through their websites. If you want to represent a brand you believe in, ask, keep asking, go to their booths and build connections.”
Holland agrees. “Figure out what your brand is, what partnership would make a lot of sense.”
Chances are “your” brand is looking for someone like you — lots of social media followers might help, too — for one of their ambassador programs.
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