How do you modernize a cult outdoor brand without losing what made people love it? Dave Karstad, Senior Director of Brand and Marketing at Oboz, has spent the last nine months answering exactly that, and the impact is already showing.

Oboz has long been a favourite in the hiking world, but it needed a little tzuj to let its personality shine and reach the right audience. In this season three finale, Dave shares how he’s refocusing a cult brand for a new generation, why being an outlier is a strength, and how to get a buttoned-up brand to loosen up and connect with the people who matter most.

LINKS

Dave on LinkedIn

Polartec

Oboz

Rock Fight podcast

Obox x Blackbird Spyplane

Oboz x Gorp Girls

Ad spend, ROAS, and Meta ads: a performance marketing masterclass with Boarderie's CEO

How much should you spend on ads? How many should you run? What ROAS should you aim for? Rachel Solomon, CEO and Co-Founder of Boarderie, answers all of it in this performance marketing masterclass.

Boarderie is the shippable charcuterie brand that has generated over $200 million in sales. It started with a Shark Tank investment and scaled by mastering the Meta ad. Rachel shares how she did it, using first-order profitability as her guiding principle. In this episode, she breaks down her formula for ads that convert and explains why the ugliest creative is sometimes the one that wins.

LINKS

Rachel on Linkedin

Boarderie

Dessert Boards

Halloween Boards

Fish Wife

Dyson Toothbrush

Can protest be a form of marketing? Patagonia has been an industry outlier since its inception, pushing the bounds of what traditional "marketing" can look like. From their iconic "Don't Buy This Jacket" campaign to their $11 million giveback initiative launching this September, the outdoor brand was built on defying convention.

On today's episode, we sit down with Aileen Ottenweller, Director of Brand and Impact at Patagonia, to explore what it looks like when brands stay true to their values and give their community a chance to contribute to something meaningful.

LINKS

Aileen on LinkedIn

Patagonia

Patagonia Worn Wear

Shithropecene

Charlie Grinnel on My Best Campaign

ACLU

Arc'teryx VP of Brand Marketing, Jurgen Watts, on goal setting, trusting the process, and building a career in the marketing big leagues. Jurgen shares how his early days at Lululemon during its heyday shaped his approach, and how a community initiative now entering its 19th year keeps one of outdoor's biggest brands rooted in its heritage—all while staying a dominant force in the industry.

LINKS

Jurgen on LinkedIn

Lululemon

Arc’teryx

Arc’teryx Academy

Arc'teryx Rebird

Monday x Arc’terx Rebird Case Study

Moment Factory

Moment Factory x Arcteryx

Rapha

Skims x Will Ferrell

Vivobarefoot is the brand behind footwear's biggest phenomenon: the barefoot shoe. As General Manager, Nicholas Charlier has helped the brand break out of its niche—winning over outdoor enthusiasts and health-conscious consumers while breaking through with Gen Z trendsetters. In this episode, Nicholas unpacks how to balance brand purity with aspirational growth, and why a rock-solid brand foundation—knowing exactly why you do what you do—is the real key to long-term brand longevity.

LINKS

Nicholas on LinkedIn

Vivobarefoot

Vivohealth

Shoespiracy

Unbound - A Story of Women’s Foot Liberation

Satisfy

San San Gear

Wax London

This outdoor brand introduced a new product category that turned a profit within the first 6 months. Later, they hosted a giveaway that grew their email list by 90,000. This is an interview with the man who made it happen.

Chris King is the VP of Brand at Outdoor Research, a legacy technical brand known for their high-performance gear. In this episode, Chris dishes his expertise on the importance of market research, his three year brand awareness strategy, and how embracing mountain biking turned OR around.

LINKSChris on Linkedin

Chris on Instagram

Jesse Itzler's Adventure Club

Sarah Blakely

OR Sunrunner Hat

Chris King on the Backcountry Marketing Podcast

OR Mountain Bike Team

Crankworx

Pivot

Dometic

Fox Racing

Danny Segal on Huckberry's content strategy

This episode is a masterclass for marketers ready to fast-track brand growth. Amanda distills the sharpest lessons from the world's best marketers featured on this very podcast—covering how to build a shared vocabulary with your audience, when to push and pull your creative budget, why traditional marketing deserves a second look, and when to stop listening to the algorithm. Each lesson comes with a direct call to action, so you can put it to work immediately.

LINKS

Switchback Event

Danny Segal on MBC

Huckberry’s Youtube Channel

Alicia Moore on MBC

Adam Saraceno on MBC

Peak Design Youtube Channel

Sid Baptista on MBC

Lee Glandorf on MBC

The Sweat Lookbook Substack

Katie Boston-Wilson on MBC

Katie Boston-Wilson on MBC (again!)

Brogan Graham on MBC

November Project

Ty Haney on MBC

Outdoor Voices

TRE - Brand Impact 1

TRE - Brand Impact 2

Austin Hodges on MBC

Jen Gurecki on MBC

Katie Wylder Substack

Wispr Flow App

Niclas Bornling on MBC

Luke O’Shea on MBC

Julie Igarashi on MBC

How do you keep a heritage brand feeling fresh without losing what made it iconic in the first place? On this episode of My Best Campaign, Kristin Vekteris, Chief Brand Officer of Earls, breaks down the difference between rebranding and revitalizing, and how a gradual refresh has kept Earls a go-to restaurant. Kristin also weighs in on agency vs. in-house career moves, and why Aritzia is thriving while Lululemon is falling short. This is a masterclass in brand leadership from someone who's built her career on knowing exactly when to evolve—and when to hold the line.

LINKS

Kristin on Linkedin

Earls

Stella Artois

Stella Artois Train Commercial

Cracker Barrel rebrand