Outdoor Retailer announced an exclusive partnership with Popfly, a creator commerce and collaboration forum for the active lifestyle space, to launch the Wild Reach Initiative, welcoming 150 creators to the show floor August 19–21.
Popfly oversees recruitment, coordination, and performance tracking for participating creators, enabling brands to engage talent, support campaigns, and collect content while generating results tied to their show presence. In addition, the program delivers clearer insight into how booth activations and product launches are performing, said the companies. Its tools support real-time matchmaking and QR-based tracking, helping brands understand which interactions drive engagement and business outcomes.
“By collaborating exclusively with Popfly, we’re embedding creators directly into the fabric of Outdoor Retailer,” said Lindsay Hubley, senior vice president of the sports and outdoor division at Emerald. “The most exciting growth in the outdoor industry right now is coming from founder-led brands; they need the right room to meet the retailers and buyers looking for what’s next. Programs like the Garage Grown Gear/Founded Outdoors Pavilion and the Wild Reach creator network support that. The outdoor media landscape has changed, and we’re building the show around what it looks like today, real creators producing real content on the floor and helping brands tell authentic stories that extend far beyond the event.”
“At its core, Outdoor Retailer is about creating the right environment for the industry to do its best work,” said Taylor Hoekstra, founder of Popfly. “Creators are now a key part of how outdoor brands reach and inspire their communities. Through Wild Reach, we’re building the infrastructure that helps brands and creators connect, collaborate, and produce authentic content right on the show floor, nurturing those moments into relationships and momentum that last well beyond the event.”
Those interested in participating as a creator, please see the application here.
