The Outdoor Industry Association just reported a record-breaking number: 183.2 million Americans participated in outdoor recreation in 2025. The numbers can look encouraging enough that nobody wants to ask the harder question: what is actually driving this growth, and will it still be there when the category cools down?

Mikayla and Kalia traveled to Texas and Seattle to watch the World Cup, and our extremely professional marketing takeaway is this: the NFL should be jealous.

Across the outdoor and wellness industries, brands are starting to recognize an often overlooked truth—attention isn’t just about visibility. It’s about resonance. As the algorithmic noise increases, the brands with the clearest and most consistent voices are more likely to make a lasting impact.

We live in the FOMO generation– multitasking at every point of the day. Marketing is no different. Everyone’s trying to be everywhere at once. But over-marketing is like an overbooked schedule. You show up everywhere, yet never make an impact. When your brand is spread too thin, it misses the full power of performance.

Social media influencers. TV commercials. Email advertisements. Newspaper stories. YouTube Pre-roll. Radio spots. Click bait ads. Every day we are all bombarded with hundreds of ads just by simply moving through the world. But what makes an ad great? What makes someone remember your brand?