The Challenge

The Outdoor Industry Association (OIA) is the leading trade association and voice for the outdoor recreation industry, serving more than 1,400 manufacturers, distributors, suppliers, sales representatives and retailers.

OIA partnered with Hanson Dodge to create a powerful new brand identity aimed at helping OIA grow its membership base and deepen engagement with current members.

The Solution

Informed by extensive primary research and interviews with key OIA stakeholders, OIA’s new brand story is expressed via the tagline, “Together we are a force.” The revamped OIA brand launched at the Outdoor Retailer Winter Market 2017 show, and highlights three key areas of impact for OIA: sustainability, policy and participation.

The campaign emphasizes the importance of outdoor industry leaders—even competitors and rivals—banding together to create meaningful change. Executives from competing brands stand side-by-side in ads and promotional content, as do other OIA constituents, such as policy makers, retailers, ingredient suppliers and professional climbers. Video content on the OIA website features campaign subjects discussing OIA’s indispensable role in advancing the industry’s interests.