New Outdoor Nation Brand Connects with Next Gen of Outdoor Enthusiasts

Contact: Jamie Patten

202.538.1714

NEW OUTDOOR NATION BRAND DESIGN CONNECTS WITH THE

NEXT GENERATION OF OUTDOOR ENTHUSIASTS

Passionate Young Ambassadors and Hanson Dodge Creative

Deliver Pro Bono Work for The Outdoor Foundation Initiative

MILWAUKEE (May 20, 2011) – Outdoor Nation, a youth-led cultural movement that aims to reignite a widespread interest in the outdoors, recently partnered with America’s leading active lifestyle agency to make a change. Tired of seeing a growing trend away from outdoor activity, Hanson Dodge Creative (HDC) helped The Outdoor Foundation implore youth to “add nature to their network.”

HDC allied with key stakeholders to help make this change a reality with members of Outdoor Industry Association, including executive leaders from prAna, W.L. Gore, JanSport, Wolverine and The North Face. Along with board members from The Outdoor Foundation and most importantly – the passionate young crew of Outdoor Nation Ambassadors, HDC began crafting a new brand.

HDC led a collaborative discovery process that resulted in an overarching brand position for the organization, a three-year vision for the brand and a message platform. The firm developed ten logo options, a number of creative concepts and dozens of ideas for activating the brand in the marketplace. After crowdsourcing feedback on logo options from Outdoor Nation’s membership, HDC identified the brand elements that resonated most and dove into developing the key brand messaging that would help empower young outdoor enthusiasts to become “Outsiders.”

The agency also provided Outdoor Nation with highly-defined brand champion profiles and a new socially-enabled website that has ultimately helped to connect the immersive experience of being outdoors with the passionate young people interested in sharing their enthusiasm with like-minds throughout North America.

“After the incredible launch of Outdoor Nation and groundbreaking youth summit in New York City in 2010, we wanted to build even more momentum,” said Stefanie Michaelson, a youth Outdoor Nation Ambassador. “Hanson Dodge helped us create a better-defined and targeted brand, unique outreach strategies, and a new web platform for Outsiders to connect online in meaningful ways. These tools are just what we need to take the movement to the next level.”

“With our experience in the industry, we know that it’s not just about being outdoors, it’s about where the outdoors lets you be,” says Tim Dodge, President of Hanson Dodge Creative. “We’re thrilled to see this new brand image connect with young adults to get them outdoors where their minds are stimulated, memories are made and souls are refueled.”

The newly redesigned Outdoor Nation website connects, recruits and mobilizes those with an inherent zeal for life outside. Built on the Ning platform, OutdoorNation.org is a central hub of online talk about outdoor activity among youth. Outdoor Nation members get free T-shirts, information on events and summits, as well as an insiders’ view on outdoor advocacy.

“With the ultimate goal of helping the outdoor community reach young enthusiasts, we’re proud to converge on the Outdoor Nation brand Hanson Dodge helped create,” said Beaver Theodosakis, The Outdoor Foundation board member and founder of prAna. “The challenge of reaching a younger audience is that we can’t assume they’ll come to us, so we needed to find them where they are, and as we say: ‘GTFO – Get the Fun Outside.’”

With a groundswell of support building quickly, Outdoor Nation continues to evolve under the direction and vision of its youth leadership. To get involved, learn more or see the how its partners are tackling the issues that keep people inside, visit OutdoorNation.org.

About The Outdoor Foundation

The Outdoor Foundation is a not-for-profit 501(c)(3) organization established by Outdoor Industry Association to inspire and grow future generations of outdoor enthusiasts. Through groundbreaking research, action-oriented convening and outreach and education programs, The Foundation works with partners to mobilize a major cultural shift that leads all Americans to the great outdoors. In 2010, The Foundation launched Outdoor Nation, a pioneering initiative that aims to empower youth to champion the outdoors on campuses and in communities across the United States. For more information visitoutdoorfoundation.org and outdoornation.org.



About Hanson Dodge Creative

Hanson Dodge Creative is America’s leading active lifestyle agency. The full-service firm is positioned to help global brands gain a competitive advantage in the digital economy. Clients include Wilson Sporting Goods, Trek Bicycle Company, Wolverine Boots, Thule and Kmart.

###