Strategic partnerships between brands and retailers have become a driving force behind market expansion, brand visibility, and product innovation - and outdoor brands are leaning into the trend.
From historic alliances like Eddie Bauer and Ford to recent collaborations such as Tractor Supply and Field & Stream, collaborations allow companies to tap into new customer bases, leverage each other's expertise, and provide consumers with more extensive product selections.
Tractor Supply and Field & Stream Partnership
Last month, Tractor Supply Company, the largest rural lifestyle retailer in the United States, announced a multi-year strategic licensing partnership with Field & Stream, a renowned outdoor brand.
Beginning in June, Tractor Supply customers will have access to a variety of hunting and outdoor products developed in collaboration with Field & Stream, available both in stores nationwide and online. An expanded assortment is planned for the fall, with an exclusive line of apparel launching in 2026.
This partnership aims to combine Field & Stream's rich heritage with Tractor Supply's extensive retail network to offer customers high-quality outdoor products.
Eddie Bauer imprints on Ford
One of the most notable historical partnerships in the outdoor sector is the collaboration between Eddie Bauer and Ford.
In the 1990s, Eddie Bauer, renowned for its high-quality outdoor apparel and gear, partnered with Ford to produce Eddie Bauer editions of Ford trucks and SUV including the F-150, Explorer and Bronco. This alliance seamlessly blended Eddie Bauer's rugged, outdoor aesthetic with Ford's automotive engineering, appealing to consumers seeking adventure-ready vehicles that offered both style and functionality.
Though not as widely recognized, other outdoor-related brands have also partnered with auto manufacturers. Orvis had a similar deal with Jeep in the 1990s, and Jeep/AMC also released Levi’s-branded editions in the 1970s.
North Face hits Cabela’s, Bass Pro
The North Face has established partnerships with major retailers, bringing North Face's products, including jackets, footwear, and camping equipment, are made available to a broader audience. This strategy enhances The North Face's market presence and provides customers with convenient access to high-quality outdoor gear.
A collaboration between North Face and Cabela’s paid extra dividends when Bass Pro Shops and Cabela’s merged in 2017. This unification aimed to create a "best of the best" shopping experience for outdoor enthusiasts, and brought North Face into a wider range of brick and mortar locations.
Athleta and REI
Athleta, a brand under the Gap Inc. umbrella, recognized the potential of tapping into the outdoor enthusiast market. To achieve this, Athleta expanded its partnership with REI, a well-established outdoor retailer.
This collaboration aimed to introduce Athleta's performance apparel to REI's customer base, blending fashion-forward designs with functional outdoor wear. The partnership not only broadened Athleta's reach but also provided REI customers with a wider array of women's apparel options, enhancing the shopping experience.
Carhartt’s Collaborative Ventures
Carhartt, a brand synonymous with durable workwear, has engaged in several partnerships to broaden its market presence.
Notably, Carhartt has teamed up with Cintas, a leader in uniform rental services, to provide Carhartt-branded workwear to businesses across various industries. Additionally, Carhartt has partnered with Tyndale, a provider of managed uniform and apparel programs, to offer customized workwear solutions, including flame-resistant apparel, to meet specific industry needs.
The company also maintains a visible presence in hardware stores, notably in Ace Hardware locations.
Dickies’ Expansion through Partnerships
Dickies, established in 1922, has grown from a small Texas company making bib overalls to a global brand available in over 100 countries. Specializing in workwear for industries like automotive, hospitality, construction, and medical, Dickies has formed partnerships to expand its reach. The brand has collaborated with skate teams, embracing subcultures that value durable and stylish apparel, thereby broadening its appeal beyond traditional workwear markets.
North Face and Christopher Raeburn
North Face also partnered with designer Christopher Raeburn, known for his sustainable and innovative designs, to create a capsule collection of bags remade from repurposed tents.
This collaboration emphasized sustainability and creative reuse of materials, aligning with the growing consumer demand for environmentally conscious products. It also highlighted The North Face's commitment to innovation and sustainability in outdoor gear.
Mammut and Outside
Swiss-based climbing and outdoor brand Mammut sought to increase its visibility in the UK's Peak District.
Leveraging its existing relationship with Outside, a respected independent outdoor retailer in the National Park, Mammut launched a collaborative content campaign. This initiative strengthened Mammut's association with the retailer and embedded the brand within the local climbing and hiking community, effectively reaching its target audience.
Timberland and Supreme
Timberland, known for its durable outdoor footwear and apparel, has engaged in multiple collaborations to stay relevant in the ever-changing fashion landscape.
A notable partnership was with Supreme, a brand synonymous with streetwear culture. In late 2021, Timberland and Supreme collaborated with the New York Yankees to produce a unique boot featuring the iconic Yankees logo. This tripartite collaboration merged outdoor functionality with streetwear aesthetics and sports branding, appealing to a diverse consumer base.
The Benefits of Strategic Partnerships
These collaborations offer mutual advantages:
- Market Expansion: Brands can access new customer bases and geographic markets through established retail networks.
- Enhanced Brand Awareness: Collaborations leverage the strengths of each partner to boost visibility and credibility.
- Product Innovation: Combining expertise leads to the development of unique products that cater to specific consumer needs.
- Shared Resources: Partners can pool resources for marketing, distribution, and research, leading to cost efficiencies.
Strategic partnerships between outdoor brands and retailers have proven to be effective strategies for expanding sales reach and enhancing brand awareness. By leveraging each other’s strengths, these collaborations create value for both the companies involved and their customers.
As the outdoor industry continues to evolve, these partnerships will remain a cornerstone for growth and innovation.
