We believe that the 'Outdoor Lifestyle' category has a strong opportunity to expand into mass market. This growth audience is urban and young, tough customers with big expectations. How can you face down competition and engage this new target? The opportunities are huge, please download our thinking now to find out more. The three key challenges facing outdoor lifestyle brands in the coming years: Mass market & the everyday explorer … How do you create brand appeal in dynamic ways? Urban customers, social outdoors ... How do you address the challenges of the urban market? The desire to be the best possible you ... How do you help customers self-actualise?

1. As traditional segments for outdoor lifestyle continue
to slow, we see the appeal and potential of engaging
a mass market audience continuing to grow.
The mass market offers great opportunities but brings with
it the challenges of a more diverse and demanding customer
as well as strong new competitors established in their
markets.
And all of this plays out in a centralised society where urban
and youth markets offer the richest pickings but the toughest
customers.
Not only are they challenging traditional outdoor activities,
they are also no longer willing to just take what’s on offer.
They expect experiences, support, health, well-being and
ideals to get behind.
The Future
of Outdoor
Lifestyle
_
FUTURE SERIES by

2. Mass market & the everyday explorer
Urban customers, outdoor pursuits
The desire to be the best possible you
In the following pages we will unpack these challenges in more detail and examine
the opportunities they create. We would love to hear your thoughts and opinions.
© Green Room 2017
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© Green Room 2017
01_ Mass market
& the everyday
explorer
Mass markets mean wider demographics and
more diverse customers with differing
needs. Balancing these needs is a delicate
and risky endeavour. In addition, they are likely
to have an existing affinity with one of the
sportswear giants. Challenging them on the
edge of their market is a big but potentially
rewarding challenge.
A key market we see with potential for growth
is the everyday explorer, a group as likely to walk
their dog in a performance jacket as attempt the
Tour de Mont Blanc. Moving these customers
from casual users into outdoor explorers through
encouragement and empowerment is a huge
opportunity... and challenge.
The emerging trend of outdoor wear as fashion
also poses significant opportunities and
risks. Similar to the growth of ‘athleisure’ in the
sportswear market, ‘fashion’ has the potential to
have a seismic impact on the outdoor market.
Why shouldn’t a stylish jacket also be highly
technical?
Whilst embracing these new markets offers
great growth potential, it also poses a challenge
to brand perception and a risk of alienating
the core pro-sumer. Balancing a brand’s
appeal to these diverse markets is the
ultimate goal.
The challenges_
01
Mass market
appeal means
a more diverse
customer base
with differing needs
02
Challenging the
boundaries of the
sportswear giants
How are you creating
balanced brand appeal in
dynamic and adaptive ways?
03
Growing the
untapped potential
of the ‘everyday
explorer’
04
Embracing the
opportunities
created by the
‘Fashion’ market
05
Maintaining
brand authority in
outdoor without
alienating the
pro-sumer

4. 4
© Green Room 2017
01_ The big
opportunities
Green Room see a number of exciting
ways to meet these challenges:
Consider how your USP can create
opportunities to attract the ‘everyday
explorer’ away from the established
sportswear giants
Create community engagement platforms
that inspire and empower the ‘everyday
explorer’ to take the next step
Consider opportunities to deliver fashion
focussed messages and experiences that
appeal to new markets without damaging
your authority
Curate experiences for the pro-sumer
using your pro-athletes that challenge
them push their level and reinforce your
credentials
Be agile and mobile, take your brand and
a specifically tailored version of your offer
where your pro-sumers will be
_Hunter
The last few years have seen Hunter evolve
from a highly functional boot company to a fully
fledged fashion brand. Leveraging their position
as a celebrity festival staple, Hunter have created
new fashion focussed ranges full of bold colours,
high-fashion styled marketing campaigns and new
store concepts that position them strongly within
the fashion world.
Throughout this process they have worked to
maintain their existing core market, effectively
splitting the brand to appeal to both.
_Skratch TV
Skratch TV is an internet based video
network funded by the PGA with a remit
to challenge the perception of golf as an
expensive and elitist sport.
The channel creates original content
targeted at attracting new and younger
audiences to the sport as well as delivering
tour highlights with a strong focus on
social media.
_Adidas: Runbase
Targeting committed runners with a desire to
improve, Runbase is a store and facility that offers
a broad range of complimentary services and
classes aimed at attracting elite runners and
building a community around them.
In addition to classes, medical support and a
lab kitchen for dietary support, Runbase offers
a tangible game-ified reward system based on
performance. Runners receive points for every
kilometre run, building them up to raise their level
and thereby pay less in store.

5. 5
© Green Room 2017
The challenges_
01
The need to appeal
to a highly affluent
target with big
expectations
02
Disconnect
between the
purchasing
environment
and the usage
environment
03
The challenges
of new urban
definitions of
outdoor pursuits
04
Increased
competitor density
in urban centres
05
The need to
communicate
relevance to
an urban youth
demographic
02_ Urban customers,
social outdoors
Overcrowded urban customers are an important
and growing market for outdoor lifestyle. The
desire to escape the city and connect with
nature provides powerful motivation to engage
with outdoor pursuits within their ‘comfort zone’.
High affluence within the demographic makes
it an important but challenging market to
target, with high expectations and increased
competition.
One particular challenge to engage the urban
demographic is the disconnect between the
purchasing environment and the traditional
usage environment. Inspiring and enabling
potentially inexperienced customers to make
that perceptive jump to understanding and
purchase will be a key challenge.
On top of this, urban consumers are
challenging what we define as outdoor
pursuits. From extremes of Urbex and
Buildering to the simplicity of a city park walk,
this target are seeking fashionable and technical
kit that will help them explore their urban
environment.
The urban youth demographic are another
growing sub-market that require specific
messaging due to their millennial frame of
reference and desire to take multiple short trips.
How are you planning to
address the unique challenges
of the urban market?

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© Green Room 2017
02_ The big
opportunities
Green Room see a number of exciting
ways to meet these challenges:
Build urban hubs that bring customers
together and create an outdoor-loving
community in the city
Become a curator of experiences; inspire
and deliver ideas for your customers or
deliver them peer-to-peer
Pilot new channels and experiences that
explore what ‘outdoor lifestyle’ means in
urban centres
Identifying product that is a good ‘all
rounder’ taking consumers from commute
to explore
Enable customers by creating “Try before
you buy” giving them the experience of
using the gear, as well as delivering where
and when they need it
_House of Vans
In the face of declining facilities for skateboarding
in London, Vans opened House of Vans as a hub
for the skating community.
Offering gig venues, street art exhibitions and
artist incubators as well as skate parks and
cafes, House of Vans also creates a focal point
for a range of street culture communities, bringing
them together in one place with great facilities
in a safe environment.
_New Balance x Westin Hotels
Westin Hotels have partnered with
New Balance to provide a running gear
lending service across its hotel network,
encouraging customers to stay fit whilst
travelling without the hassle of carrying
their own gear with the line “You’re more
likely to run if it’s convenient”.
For $6, customers get a new pair of
running socks to keep and the loan
of shoes and other gear for their stay.
The lending offer is part of a wider
wellness offer being run by Westin
called “The Elements of Well Being”.
_Globetrotter
Globetrotter have created a “Try before you buy”
paradise for outdoor lovers at their Koln flagship,
allowing customers to truly experience the benefit
of their products.
In addition to a cold room for ski gear and a
shower room for waterproofs, there is a lake for
testing canoes or scuba gear. Customers are
even able to test out camping gear by staying
over in the store for special events.

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© Green Room 2017
The challenges_
01
Increased interest
from customers
in self fulfillment &
improvement
02
Increased
expectation from
customers of
tangible support
from brands
03
Desire from
customers for
internal balance
and wellness
04
Increasing social
conscience to go
beyond ‘Do no harm’
03_ The desire to
be the best
you possible
As we grapple with the idea of a post
consumerist society, so we see increased
interest in self fulfilment and self
improvement in all its forms. A desire
for health and fitness sits centrally in this.
Product services such as Fuel Band & Fitbit
have set expectations that we can be helped
to be a better version of ourselves. Customers
no longer just want to buy the dream, they want
to achieve it and they expect tangible support
from brands to help them get there.
Fitness aside we also see a desire for emotional
and psychological wellness. Driven by the over
connected stresses of modern life, customers
are seeking the kind of internal balance that
the escapism and socialisation of the outdoor
lifestyle market resonates with deeply.
Behind this we see the consumer’s growing
sense of social and environmental responsibility.
Customers are looking to ensure that they go
beyond ‘do no harm’ to the areas they visit
and actually have a positive impact instead.
How are you planning to help
your customers self actualise?

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© Green Room 2017
03_ The big
opportunities
Green Room see a number of exciting
ways to meet these challenges:
Look to your brand’s USP to create
opportunities for customers to self
improve that resonate with your values
Develop spaces and services that offer
recurring support to customers, creating
multiple opportunities to engage - training
groups, goal setting, escapism
Leverage the emotional peace that your
pursuits bring as well as the sense of
achievement
Generate environmentally responsible
initiatives that resonate with your brand
values or look at ways to connect your
customers with those that you already do
_REI, #optoutside
With a simple but powerful idea that resonated
with their brand belief that the outdoors makes
people’s lives better, REI closed all 143 of their
stores as well as their head office and distribution
centres for Black Friday, and encouraged their
customers to do the same with the #optoutside
campaign.
The campaign was supported through their app
with a location based inspiration service for
where to go and what to do instead of shopping.
This simple act gained huge media attention
and brand equity.
_Lululemon, Hub Seventeen
Resonating with their brand values,
Lululemon offer free yoga classes in their
stores across the globe with customers
taking to their mats right on the shopfloor.
Pushing this to the next level, their New
York flagship ‘Hub 17’ offer a concierge
to help book fitness classes beyond their
own, digital notice boards with running
routes and restaurant recommendations,
as well as a community space focussed
on wellness.
_Patagonia, Worn Wear
Worn Wear is an initiative from Patagonia which
encourages customers not to purchase their
products, but rather to repair, reuse and recycle
them in order to extend their life and reduce
impact on the environment.
A long-standing part of their service offer, the
initiative was recently supported with a video
series highlighting brand ambassador’s stories
of reuse and a touring pick-up truck that repairs
people’s clothing at the point of use.

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© Green Room 2017
Focussing on inclusion and
accessibility, we worked with
Nike to create and deliver brand
experiences for their ‘We own the
night’ 10k events in parks across
London.
The goal was to empower women
to run more or run faster. The event
united runners of all levels in an
exciting and engaging environment.
Bringing an innovative new product
to Nike’s community of runners, the
Flyknit experience challenged them
to push themselves to the limit and
see how the new shoe allowed
them to improve their performance.
The experience travelled across
Europe, engaging customers and
creating advocates.
NIKE
We own the night events
NIKE
Flyknit Experience
04_ Our case studies

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© Green Room 2017
Sun & Sands Sports
Flagship Digital Store
The North Face
Global Roll-Out
Three digitally immersive games
were built for the retail space.
As well as product trial,
retail theatre, and emotional
engagement, the interactions
also had a 40% opt in rate for
social media.
For The North Face, ‘Bringing the
outdoors in’ was achieved through
the careful placement of tactile,
natural and contextual references
within the retail space.
The #NeverStopLondon community
was also born from the retail space,
engaging advocates to amplify their
enthusiasm for the brand.
04_ Our case studies

11. Thank you
Assay studios, Newhall St, Birmingham, B3 1BF UK
Prinsengracht 463-HS, 1016HP, Amsterdam, The Netherlands
41 Corsham St, London, N1 6DR UK
www.greenroomdesign.com
If you would like to discuss
these ideas further, please
do get in touch.
+44 (0) 121 200 2828
info@greenroomdesign.com