Brands investing in real creative talent on Popfly (and how to work with them)

Some brands are betting on AI-generated content to fill their feeds. The brands below are betting on people. They're working with climbers, skiers, runners, paddlers, van lifers and outdoor families who actually use the gear. The result is content with a real story behind it and an audience that trusts it.

These are some of the outdoor, adventure and active lifestyle brands building creator programs on Popfly right now, and the kind of work they're getting from real creators instead of AI.

Snow sports brands

Ski season content has to be shot in real snow by people who know the terrain. These brands are getting ahead of winter.

Smith Optics is working with snow creators on its 4D MAG goggle family and alpine helmets. The briefs call for on-mountain content that shows how the gear performs in real conditions.

Powder Mountain is running a slate of creator campaigns for the season. They cover learning to ski or ride, family trips, and the local Salt Lake crowd. One invites creators to make the trip from Orange County to Ogden.

Osprey Packs is building a ski and snowboard UGC library around its winter packs.

WHITESPACE is assembling a creator team for its fall and winter performance system, with each creator outfitted in a full kit.

Obermeyer recently joined Popfly to bring creators into its ski outerwear marketing.

Packs, bags and everyday carry

Nothing sells a pack like seeing what someone actually puts in it.

ALPAKA runs "What's in my bag" campaigns with both influencers and UGC creators. They're some of the most popular briefs on the platform.

deuter partners with backpackers and thru-hikers. Their creators take the packs on real miles, from weekend overnights to long trails.

Knack Bags works with creators who show its expandable travel packs in everyday life on the road.

Camping, overlanding and outdoor living

Goal Zero highlights creators who power their adventures off-grid, from campsites to overland rigs.

PACKFIRE is bringing creators into fall with backyard fire nights, tailgates and an open call for TikTok creators.

Luno sends campers its car camping mattresses for fall trips, cold nights and mud season.

Outdoorsy gives creators RV rentals to take the holidays on the road, chase fall colors and explore hobbies from the campsite.

Hipcamp partners with creators who show off unique places to camp.

Patagonia Provisions invites creators to take its food outside, from trailhead snacks to holiday gifting.

earthmeal asks creators to film their honest first bite of its overnight oats.

Hiking, trail running and footwear

AllTrails is one of the most active brands on Popfly. They run fall foliage campaigns, event activations with REI, and a YouTube creator pilot showing how hikers use AllTrails Plus.

The North Face partners with creators around retailer events and trail races with shops like Evo, Sports Basement and Backcountry.

Backcountry works with mountain bike creators on its fall collection and runs an always-on Evergreens program.

Oboz Footwear partners with hikers who put its boots through real mileage.

Title Nine brought their entire ambassador program on to Popfly and it is still growing.

rabbit, Janji and CEP work with runners on fall trail miles, compression gear and gear that looks as good as it performs.

Paddle and water sports

ISLE Surf & SUP pairs creators with its paddle boards for side-by-side comparisons in both photo and video.

Oru Kayak partners with paddlers who show how its folding kayaks go anywhere, from the car trunk to the lake.

Crazy Creek brought in "boat people" creators to launch its new Boat Chair.

Family, pets and everyday adventure

Hydro Flask brings creators to its trade-in events with REI.

Reima works with outdoor families to show its kids' jumpsuits handling mud, rain and cold.

Natural Farm Pet and Wilderdog partner with dog owners who bring their pups on every adventure. Natural Farm Pet's current campaign is helping fill 17,000 dog bowls before Christmas.

‍Victorinox partner with creators who carry their gear from the trail to the city.

Adventure tech and travel

GoPro works with creators and athletes on VIP campaigns for its latest cameras.

LiveWire partners with moto creators on its electric motorcycles.

Visit Salt Lake commissions local creators to capture fall and winter in the city and the mountains around it.

Why these brands chose real creators

Every brand on this list could have AI generated their content. Instead, they're paying creators who have the skills, the terrain and the trust of their audience. Here's what that gets them:

• Proof. Real people using the product in real places, which is what outdoor buyers want to see before they spend.
• Content that keeps working. UGC they own and can run in ads, email and on their site.
• Programs that scale. Seeding, paid, affiliate and always-on partnerships, all in one place.

The outdoor industry is choosing real people over generated content. Start your creator account on Popfly and see who's ready to make something with you.