First outdoor apparel brands campaign checklist

A first outdoor apparel brands campaign at founder scale. Numbered so you can stop lying to yourself about which step you skipped.

Confirm the client’s live PDP with real sizes actually closes. Creators cannot fix packaging.
Write the avatar in a sentence: the client’s customer is US English, 26-42, already bounced off a fashion-outdoor jacket that wet out on mile two and a Patagonia wait they cannot get, watches ‘this jacket wet out’ and parking-lot-trailhead videos before a Saturday hike.
Write the problem in their mouth: It looked like a hiking jacket in the photo and it wet out on mile two.
Write what they already quit: a fashion-outdoor jacket that wet out, a Patagonia they cannot get in size, and a cheap Amazon rain shell.
Write what they watch: wet-out rants, trailhead parking-lot, ‘fashion outdoor’, layering-fails.
Write the reject: the 600k trail influencer whose grid is brand trips.
Write adjacent so the phone does not smear: wet-out, trailhead, not summit selfies for a trip.
Put that sentence into the brief
Scroll as them on a fresh Instagram, TikTok, and YouTube account. Example to look for: someone wringing out a fashion jacket at a trailhead. Signal: the same wet-out face two Saturdays.
Keep a 50k average-view floor. Below that, $700 a post for 1k views is a money sink.
Skip #gorpcore as a roster method.
Email. The contact is usually in a small hiker bio, not a talent agency. Name a real video. Ask for the phone number.
If they won’t give a number, move on. Brand-trip talent quote outdoor-apparel campaign rates.
On the call, Minimum View Guarantee. Example: $2000 / 4 posts / 1M views. Talent extra.
Send the contract while the yes is still warm. Scout $1,500 / Outreach $2,500 / Dealmaker $5,000.
The jacket on a real wet walk, not a studio fog machine.
Tell them what to film: wear the in-stock size in rain, show the inside, drop the code. Do not ask for a summit. Ask them to walk in rain in the size that is in stock.
Give each creator their own code. Unique codes, not a summit clip with 8 other logos.
Do not run a launch day on the same morning if you wanted isolation.
Two follow-ups, then stop. If you do this right, ie at scale, you will have many other creators to choose from.

Doing the scroll by hand is kind of soul-crushing. Like a summit-selfie and you will leave the parking-lot trailhead. No demo. No download guarantee. You approve every creator and every rate.

Wet-out rants already have the audience; a jacket that is actually in stock in their size is the demo.

First outdoor apparel brands campaign checklist

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