outdoor-brands
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Tanner Bell and the business of showing up together
He helped turn a college relay race into Ragnar, then took his appetite for shared adventure into snow sports. At Philo Ventures, Tanner Bell is testing new business ideas while helping chart a future for the company where it began.
WH inc. and the Strange Business of Being Liked
The Seattle agency has survived since 1969 by betting on a neglected part of marketing: the long, untidy stretch in which a customer decides whether a brand deserves to be chosen again.
The Gear Whisperers Who Learned to Speak Algorithm
Verde spent nearly 25 years learning that a good gear story cannot stop at a magazine review. It must survive the shop floor, the creator feed, the affiliate link, the search box - and now the machine answering the question.
ECHOS takes the press release outside
A camping chair can belong in a fashion story. A bike launch can become a field test. ECHOS builds the encounters that help outdoor brands escape their usual audience.
Sleepless Media makes the hard part of shopping feel easy
A fire-pit builder, a tea quiz, a cleaner path to a water filter: the Santa Cruz-born agency turns product complexity into custom Shopify storefronts.
Richard McLeod
Richard McLeod is the Global Chief Marketing Officer of Merrell, the hiking and outdoor footwear brand owned by Wolverine Worldwide. A former college basketball player and Brunel University London graduate, he has spent more than two decades building globally recognized brands, with senior marketing roles at Champion, Canada Goose, Foot Locker, Hennessy and Bacardi. Since joining Merrell in February 2025, he has led the brand's push beyond the trail into the outdoor lifestyle market, spearheading its first global brand platform, 'It Starts Outside.'