Outdoor and fitness activities are booming, but access isn’t equal. Who gets to participate still depends on where you live, how much you earn, and whether you see yourself represented.
That’s why more sports and outdoor brands are rethinking their approach. Instead of focusing solely on performance or elite athletes, they’re investing in formats that lower the threshold to welcome newcomers and encourage everyday movement. Apart from doing good, this is a strategic move to build lasting loyalty and engage broader communities through real-world experiences.
Here are 11 inspiring examples with concrete ideas on how retailers and partners can benefit, too.
Helly Hansen: Shared outdoor experiences with “Open Mountain Month”
With its “Open Mountain Month” initiative, Helly Hansen invites people to get outside and explore nature together. Now in its third year, the program runs throughout June and features guided hikes, local events, and inspiring outdoor content. The goal is to motivate people of all experience levels to get active outdoors. To make this possible, Helly Hansen partners with mountain guides and rescue teams worldwide, offering safe, guided tours and educational resources. This year’s highlights include hikes across Europe and North America, including a unique adventure in Aigüestortes National Park in the Pyrenees, and annual overnight summit events in Vail and Whistler Mountain.
Asics: Dogs as movement influencers
Since dogs already motivate millions of people worldwide to get outside and move, Asics has added a dog to its brand ambassador program for the first time. According to an international study, dogs encourage their owners to stay active even more than friends, family—or human influencers. 65% of dog owners say their dog is their main reason for regular exercise. 79% feel less stressed, and 83% feel happier after walking or running with their dog.
With its new campaign, Asics highlights the mental health benefits of movement with dogs and invites owners to nominate their pup as an official “Asics Mind’s Best Friend Ambassador.” Selected canine influencers will share inspiring content and show how even a simple walk can boost your mood. Every public post with the hashtag #MindsBestFriend shared before July 12, 2025, donates €5 to mental health charities.
OUTO: Dismantling barriers systematically
Outdoor sports are thriving—but access isn’t equal for everyone. OUTO (Opening Up The Outdoors), a nonprofit launched in 2021 and supported by brands like The North Face, adidas Terrex, Smartwool, and Arc’teryx, aims to change that. OUTO offers concrete strategies for brands to promote diversity and engage new communities in the outdoors.
At the heart of its mission is the Changemaker Program, a 12-week accelerator that helps underrepresented individuals bring inclusive outdoor project ideas to life—with mentorship, funding, and community support. Over 40 initiatives have already launched in Germany, Austria, Switzerland, and the UK.
In May, Smartwool Europe and OUTO co-hosted a mindful morning hike through Hampstead Heath, featuring journaling in nature and photo bingo—organized by a Changemaker alum.
Adidas: Move your body, help the planet
Adidas launched “Move For The Planet” in 2023 to combine physical activity with environmental action. From May 12–25, 2025, adidas donated €1 for every 10 minutes of recorded movement via the adidas Running app or Strava—up to €1.5 million.
Participants could choose from over 100 tracked activities, from running to swimming to wheelchair rugby. Funds support climate-resilient sports facilities and sustainability education worldwide. This year’s new initiatives include Girls United (Mexico), El Rio (Colombia), Red Deporte (Spain), and United Through Sport (South Africa).
To date, more than 8,000 people have completed sustainability programs and over 23,000 have gained access to improved athletic facilities thanks to Move For The Planet.
Brompton: Race hard, have fun
In June, UK folding-bike brand Brompton hosted the Brompton World Championship during the London Bike Festival. The highlight: a quirky, high-energy race where participants sprint to their folded bikes in Le Mans style, unfold them, and hit a fast-paced course near King’s Cross.
The event draws riders from around the world—many dressed in playful or formal outfits—and combines athletic fun with great entertainment. The festival also features workshops, community rides, and live music.
brompton.com/stories/events/brompton-world-championship
Intersport: Promoting inclusion at the Special Olympics 2025
As an official partner of the 2025 Special Olympics State Games in Baden-Württemberg, Intersport Germany is promoting inclusive sports participation. Over 1,000 athletes with intellectual and multiple disabilities will compete in 17 sports in July in Heilbronn and Neckarsulm, with a full Olympic-style ceremony hosted at Intersport’s own redblue event center.
Intersport is leveraging its resources—facilities, reach, and expertise—to foster connection and movement, especially for those who often face everyday barriers.
Houdini: Low-barrier outdoor events
Swedish brand Houdini Sportswear offers recurring, accessible outdoor formats under its Houdini Hangouts banner. These include run clubs, bouldering sessions, “Trek & Taste” (hiking + outdoor cooking), and after-work runs organized from local stores.
They also host multi-day experiences, like the four-day Romsdal Academy Mountain Festival, held in May and featuring outdoor workshops in the Norwegian mountains that combine learning, movement, and community.
Patagonia: Making outdoor parenting less intimidating
In May, Patagonia hosted an event in Berlin with mountain guide Zoe Hart and her son Mika, aimed at parents exploring alternative family lifestyles. Inspired by their story, the event encouraged parents to challenge their kids—and themselves—through real outdoor adventures like climbing, skiing, and surfing.
Patagonia’s three-part film series Parenting: Disaster Style shows how this approach builds resilience and confidence. As Zoe puts it: “Kids can handle more than we think—they learn they’re capable, even when cold, tired, or soaked in rain.”
The event also included a cleanup walk and kids’ clothing swap and had prior editions in Milan, Chamonix, and Dublin.
patagonia.com/parenting-disaster-style
Kari Traa: Urban workouts for women
Norwegian women’s sports brand Kari Traa brings women together for empowering outdoor workouts through its Urban Training series in cities like Oslo, Copenhagen, Stockholm—and recently, Munich. These events mix functional full-body training with fun, community energy and mental well-being.
Organized in collaboration with PR agencies and influencers, the events draw growing crowds—up to 100 women are expected at the next event in Voss, Norway. The brand also recently launched the Linnea training collection, designed to celebrate movement and sisterhood.
Oakley: Bike community days go on tour
Back for its third year, the Oakley Community Days Bike 2025 event series is expanding across Germany, Austria, and Switzerland. Starting in June, the tour will offer exclusive road, gravel, and MTB rides, plus workshops and meetups with top athletes and influencers. Free helmet and eyewear rentals are available at all stops.
Credit: Kathrin Schafbauer
Norrøna: Trail events with local partners
Norwegian brand Norrøna hosts a wide range of community events around the world—often in collaboration with local stores or partners. These include movie nights, yoga gatherings, and group runs or rides for all skill levels.
In Munich, Norrøna teams up with trail experts Salty for inclusive trail events. In Zurich, a partnership with The Alpinists—Switzerland’s largest outdoor photography community—will bring new energy to the brand’s Concept Store. Regular events also take place at the Norrøna House HQ in Oslo, including weekly trail runs and after-work mountain biking.
norrona.com – Weekly Running at Norrøna House
Impact of Sports
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