Outdoor gear companies in Colorado rely on ambassadors

Age, fame, or even athletic prowess are not requirements to become a brand ambassador for an outdoor gear company.

Brand ambassadors come from various backgrounds, including working professionals, conservation advocates, wilderness guides, and participants in niche sports.

The benefits of being a brand ambassador differ depending on the brand, ranging from receiving gear for testing to receiving a paycheck.

Today, brands are forming connections with individuals who share a love for the outdoors.

“We can’t always be the ones speaking,” said Rick VanderLeek, senior manager of brand partnerships at Topo Designs, a Colorado-based company. “Seeing the members of Team Topo represent themselves with Topo as an addition just feels right. Everyone is unique, and everyone has a story to share.”

Team Topo currently consists of three brand ambassadors (soon to be four): Will Bender, a bike builder; Sarah Sturm, a gravel and mountain bike racer; and Kayla Lockhart, a fly fisher.

“Our ambassadors started as friends of the brand,” VanderLeek explained. “Topo Designs embraces the ‘casually serious’ side of experiencing the outdoors in each person’s unique way.” He described Team Topo as a mix of athletes, professionals, and spirited individuals.

Lockhart, 35, is one such ambassador. She represents Topo Designs and other brands and has over 41,000 followers on Instagram.

“My life revolves around fly-fishing, hunting, dirt biking, and anything that gets me outdoors,” she said. “I am also an advocate for public lands and waters.” Lockhart works with conservation organizations like The Mayfly Project and Sportsmen of the Boundary Waters.

Another of Lockhart’s partnerships is with the Ford Bronco, a relationship shared with Nelson Holland, 33, known as @fatblackandgettinit to his 162,000 Instagram followers. He also has a significant following on TikTok.

“My journey went from not seeing myself involved in nature to creating relationships with wildlife and hiking,” Holland shared. “I found community, which led me to spaces focused on stewardship and conservation. I didn’t realize you could help the world by watching wildlife!”

Holland has collaborated with Osprey, a Colorado company renowned for its backpacks. Osprey and other brands categorize their ambassadors as athletes and simply as ambassadors.

“The Osprey Athlete Program consists of individuals pushing their sports forward, achieving top spots, setting records, or building culture within their sport,” said Rob Bondurant, vice president of marketing at Osprey Packs. “The Osprey Ambassador Program features individuals whose values align with our impact pillars: community, conservation, and access.”

One of Osprey’s 17 ambassadors is Sonya Wilson, a Deaf climber who founded the ASL Climbing Network in 2012 and goes by @deafclimber on Instagram with over 4,300 followers.

“Two years ago, I saw the opportunity to become Osprey’s first Deaf ambassador and seized it!” Wilson exclaimed. “Since meeting Osprey at the Red Rocks Rendezvous in Las Vegas, they have supported my outdoor adventures.”

Wilson expressed gratitude for Osprey’s support, mentioning a time when they provided her with packs she could distribute to fellow Deaf climbers.

“This is my second year with Osprey, and I couldn’t be prouder,” she added.

Osprey’s ambassador webpage showcases individuals from diverse backgrounds, including adults of all ages engaged in conservation work or serving as wilderness guides.

Greg Sakowicz, known as @fatmanlittletrail to his 161,000 Instagram followers, has collaborated with Osprey but is not currently one of their ambassadors and could be considered more of an influencer.

“I helped model the Extended Fit line of backpacks for Osprey when it launched,” Sakowicz shared. “I also participate in campaigns with non-profits and brands to tell specific stories or promote products. There are different tiers of ambassadors, sponsored athletes, creators, and influencers based on the individual and brand.”

Due to his full-time job, Sakowicz has limitations on partnering with brands.

“While some people are full-time ambassadors and influencers, I appreciate having a steady paycheck,” he admitted. “It also allows me to be more selective about the work I take on.”

While exact figures are unavailable, some ambassadors receive payment, while others may do a few posts showcasing current gear.

“Our core ambassadors are compensated,” VanderLeek stated. “We support those who embody their craft and show how Topo Designs intertwines with their activities, whether in sports, specific skills, fashion, or other opportunities.”

Ultimately, it boils down to the audience; each individual on social media reaches a unique demographic, providing benefits to the brand.

“Star athletes with millions of followers lack the relatability of someone like me,” Sakowicz noted. “I may not excel in traditional sports, but I can hike the same trails. When people see our similarities, they feel an immediate connection.”

So, aside from financial gain, what motivates these “ordinary” individuals?

“My favorite part of being an ambassador is demonstrating to other plus-sized individuals that they too can enjoy the outdoors,” Sakowicz shared. “There are brands supporting them and creating products to enhance their outdoor experiences. The outdoors are inclusive, and there are numerous benefits to spending time outside.”

“Always research brands and ensure they align with your personal beliefs and trust their products,” advised Wilson. “Even if they don’t have ambassador applications, focus on building a relationship with the brand. Connect with brands that prioritize community and environmental care through their actions and programs on their websites. If you want to represent a brand you believe in, don’t hesitate to ask, keep asking, attend events, and build connections.”