Outdoor Retailer To Embed 150 Creators on Show Floor with debut of Wild Reach

February 4, 2026

Program connects brands with a powerful network of storytellers, creating an onsite environment for content creation, engagement, and industry-wide reach

MINNEAPOLIS (February 4, 2026) /OUTDOOR SPORTSWIRE/ — This August, Outdoor Retailer, the national gathering for the U.S. outdoor industry, will debut the Wild Reach Initiative, a program embedding 150 outdoor-focused creators directly into the event. Designed for a moment when audiences are increasingly tuning out automated content, the initiative brings creators and brands together on the show floor to capture real experiences, real reactions, and real stories as they unfold.

At a time when audiences are craving authenticity, this platform transforms the trade show floor into a dynamic stage where creators and brands collaborate to capture raw, unscripted moments. From real-time reactions to compelling stories, influencers bring energy, engagement, and a human touch that resonates deeply with audiences, making every interaction meaningful.

“This isn’t just an addition to our programming; it’s a fundamental reimagining of what a trade show can be,” said Lindsay Hubley, senior vice president of the Sports & Outdoor Division at Emerald, Outdoor Retailer’s parent company. “This approach amplifies the energy of what’s happening in Minneapolis far beyond the convention center. It provides a unique opportunity for the show floor, where attendees discover products firsthand, ask questions, test features, and share those moments in an authentic, personal voice, creating a level of engagement and storytelling not seen from Outdoor Retailer in a long time.”

Creators will work alongside exhibiting brands through a Passport Program designed to drive deep product discovery. The focus is on real-world utility and performance, not scripted promotion. Brands gain direct access to contributors for product education, launch moments, and connections rooted in personal, firsthand interaction.

Outdoor Retailer is selecting a technology partner to support the initiative, including content aggregation, amplification, and real-time reporting on reach and engagement, giving brands visibility into how their stories connect with audiences during the event.

“The program delivers timely, event-driven show-floor content capturing the energy of the moment,” continued Hubley. “Brands leave with a library of honest content born onsite, ready to share across their own channels.”

About Outdoor Retailer
Outdoor Retailer is the leading U.S. business event for the outdoor industry, bringing together retailers, manufacturers, designers, distributors, and industry advocates to conduct the business of outdoor recreation. Through face-to-face commerce, product launches, education, and digital solutions, Outdoor Retailer supports connection and the continued growth of the outdoor recreation economy. Visit outdoorretailer.com for more information.

Media Contact: Chris Goddard, CGPR, chris@cgprpublicrelations.com (781) 640-8387 or marybeth@cgprpublicrelations.com