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CULTURE / STRATEGY / INNOVATION
REINVENTING OUTDOOR RECREATION
FOR THE MILLENNIAL GENERATION
9 FOCUS GROUPS
35 PHONE INTERVIEWS
72 IN-PERSON INTERVIEWS
STORE AUDITS
COMMUNICATION AUDIT
SECONDARY RESEARCH
CULTURE & TREND STUDY
OUTDOOR INDUSTRY CONFERENCE
TAILGATING CONFERENCE
RESEARCH
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
OUTDOOR RECREATION
RETAILERS RING UP
NEARLY $50 BILLION
IN SALES EACH YEAR.
THIS DOESN’T INCLUDE THE
ADDITIONAL $243 BILLION IN
TRIP RELATED EXPENSES.
YET...
THE OUTDOOR RECREATION
INDUSTRY IS OUT OF TOUCH
WITH CONSUMERS.
THE MAJORITY OF CONSUMERS
DON’T REMEMBER THE BRANDS.
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
1910 2010
1910 2010
1950 2010
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
THE CURRENT RETAIL OPTIONS
DO NOT INSPIRE THE CONSUMER.
WALMART
DICK’S SPORTING GOODS
SPORTS AUTHORITY
ELITIST
REI
L.L.BEAN
BASS PRO SHOPS
CABELAS
THE MOST COMMON MARKETING
THEMES USED TO MARKET THE
OUTDOORS DO NOT REFLECT
PEOPLE’S TOP REASONS FOR
PARTICIPATING IN OUTDOOR
RECREATION.
REVERENCE
CONQUERING
AGGRESSION
REVERENCE
CONQUERING
AGGRESSION
AGGRESSION
REVERENCE
SERENITY
CONQUERING
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
(and what the current outdoor
recreation brands are missing)
5 TRENDS
THAT HAVE
CHANGED THE FACE
OF OUTDOOR RECREATION
1FESTIVAL
CAMPING
THOUSANDS OF PEOPLE
CAMPING TOGETHER USED TO BE A
ONCE IN A GENERATION EVENT.
NOW MILLIONS OF FESTIVAL
CAMPERS ATTEND A VARIETY
OF FESTIVALS ALL YEAR
ROUND, ALL AROUND THE
WORLD.
MUSIC
FOOD
ARTS
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
CAMPING + GLAMOUR
GLAMPING
=
“Think of it like the hip hotels of camping.”
Jonathan Knight, author of “Cool Camping.”
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
GLAMPING’S POPULARITY
INVITES A WHOLE NEW GROUP
OF CONSUMERS TO ENJOY
OUTDOOR RECREATION
ON THEIR TERMS.
AND IS PART OF
THE TREND TOWARDS
RAISING THE BAR
FOR WHAT CAMPING CAN BE.
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
3LARGE GROUP
EVENTS
DUE TO SOCIAL
MEDIA, ADULT
BASED, OUTDOOR
EVENTS ARE ON
THE RISE.
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
POLAR BEAR PLUNGE AND PARTY
ANN ARBOR ADVENTURE CLUB
THE BRIDGE TO NOWHERE FULL MOON
PARTY.
SANTA MONICA HIKING GROUP, LOS ANGELES, CALIFORNIA
4BARBECUE
EVENTS
OVER 200 MILLION
PEOPLE WILL ATTEND A
BBQ PARTY OVER THE
NEXT 4TH OF JULY. 
TV SHOWS, CELEBRITY
CHEFS AND HIGH
STAKES COMPETITIONS
HAVE TAKEN WHAT WAS
ALREADY A PASTIME
AND TURNED IT INTO AN
AMERICAN OBSESSION.
 
APPROXIMATELY
85% OF AMERICANS
OWN A GRILL.
 
“BBQ HAS BECOME MORE THAN A
GREAT COMPLIMENT TO THE
PARTY...IT IS THE REASON
FOR THE PARTY.”
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
5OUTDOOR
“PARTY”
GAMES&
COMPETITION
“LAWN GAMES” OR
“BACKYARD GAMES” [OR
WHATEVER YOU WANT TO CALL
THEM] ARE BEING REPURPOSED
FOR A NEW GENERATION.
CORNHOLE
LADDER
GOLF
WASHERS
BEERSBIE
BOCCE
ANYWHERE
FRIENDS
UNINHIBITED
BACKYARD
FAMILY
RESERVED
TODAY’S
GENERATION
BOOMER
GENERATION
OUTDOOR COMPETITION EVENTS
ARE ALSO BEING RESHAPED
AND REPURPOSED
FOR A NEW GENERATION.
“THE HOTTEST SPORT ITEM OVER THE
NEXT COUPLE OF YEARS IS GOING TO BE
TOUGH MUDDER.”
Forbes, 2010
“... THE CAMARADERIE FOUND IN HELPING OTHERS OVERCOME
EACH OBSTACLE- THAT IS THE DIFFERENCE BETWEEN TOUGH
MUDDER AND OTHER ENDURANCE EVENTS.”
“TOUGH MUDDER
IS ABOUT FINISHING,
NOT COMPETING.”
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
TOUGH MUDDERS
“FUN AND LIGHTHEARTED
WHILE STILL BEING...
A TOUGH AND RUGGED EVENT.”
WARRIOR DASH
TOUGH MUDDERS
“COMBINING ALL THAT ENERGY
INTO A KICK-ASS FESTIVAL AT
THE END OF THE DAY.”
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
COLLABORATIVE
FUN
COLLECTIVE
COMPETITIVE
SERIOUS
INDIVIDUAL
TODAY’S
GENERATION
BOOMER
GENERATION
IN SUMMARY:
THE CURRENT GENERATION IS PUTTING A NEW SPIN ON OUTDOOR
RECREATION.
FESTIVAL CAMPING AND GLAMPING ARE THE FIRST NEW CAMPING
TRENDS SINCE CAR CAMPING IN THE 60’S.
FUN AND COLLABORATION ARE CHANGING THE FACE OF OUTDOOR
COMPETITIVE EVENTS.
PEOPLE ARE SEEKING A GREATER SENSE OF COMMUNITY AND
SOCIAL EXPERIENCES THROUGH OUTDOOR RECREATION.
TO
THIS BRAND CAN
THE FACE OF OUTDOOR
RECREATION.
REDEFINE
THIS BRAND CAN
BETWEEN WALMART AND REI.
FILL THE GAP
THIS BRAND CAN
THE PROUDCT EXPERIENCE.
INNOVATE
VIRGINIS THAT BRAND
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
CAR CAMPING
BACKPACKING
HIKING
BIKING
PADDLING
TRADITIONAL
OUTDOOR PARTICIPANTS
VIRGIN IS THE ONLY BRAND THAT CAN
REDRAW AND EXPAND THE MARKET
CAR CAMPING
BACKPACKING
HIKING
BIKING
PADDLING
TRADITIONAL
OUTDOOR PARTICIPANTS
VIRGIN IS THE ONLY BRAND THAT CAN
REDRAW AND EXPAND THE MARKET
FESTIVAL CAMPING
GLAMPING
OBSTACLE COURSES
LAWN GAMES
BARBECUES
NEW
OUTDOOR PARTICIPANTS
VIRGIN IS THE ONLY BRAND THAT CAN
REDRAW AND EXPAND THE MARKET
CAR CAMPING
BACKPACKING
HIKING
BIKING
PADDLING
FESTIVAL CAMPING
GLAMPING
OBSTACLE COURSES
LAWN GAMES
BARBECUES
TRADITIONAL
OUTDOOR PARTICIPANTS
NEW
OUTDOOR PARTICIPANTS
FUN
VIRGIN IS THE ONLY BRAND THAT CAN
REDRAW AND EXPAND THE MARKET
CAR CAMPING
BACKPACKING
HIKING
BIKING
PADDLING
TRADITIONAL
OUTDOOR PARTICIPANTS
FUN
ASPIRATIONAL
OUTDOOR PARTICIPANTS
FESTIVAL CAMPING
GLAMPING
OBSTACLE COURSES
LAWN GAMES
BARBECUES
NEW
OUTDOOR PARTICIPANTS
VIRGIN CAN
OF HAVING FUN INTO THE OUTDOOR
RECREATION CATEGORY IN A WAY 

THAT BETTER ALIGNS WITH CONSUMERS’
NATURAL REASONS 

FOR PARTICIPATION.
INFUSEVALUESITS
VIRGIN CAN USE ITS CUSTOMER CENTRIC
TO BETTER
MEET
CONSUMERS’
PRODUCT NEEDS.
DESIGNFOCUS
AND WITH RICHARD
BRANSON’S REPUTATION
AS AN OUTDOORSMAN, 

IT MAKES VIRGIN THE
IDEAL FIT TO STEP
INTO THIS MARKET,
BRINGING INSTANT
LEGITIMACY AND
CREDIBILITY.
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
REVERENCE
CONQUERING
AGGRESSION
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
VIRGIN WILL CHALLENGE THE OUTDATED
IDEAS SURROUNDING THIS CATEGORY.
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
BRING A RUG
BRING YOUR
TEA POT
BRING YOUR
LAP TOP
BRING YOUR
MAKE UP
BRING A
HOT TUB
BRING A
MOVIE
JUST BE
OUTDOORS
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
NOT
NOVICE
EXPERT
VS
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
INTRODUCING
COME
OUT
AND
PLAY
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
.
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
TO: CONFIDENCE
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
EXPERIENCED
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
@PLAY IS ABOUT BEING ACTIVELY
ENGAGED IN THE MOMENT.
@PLAY IS ABOUT HAVING A
POSITIVE ATTITUDE.
@PLAY IS
ABOUT LACK
OF JUDGMENT.
@PLAY IS
ABOUT
BEING SEXY
WITHOUT
EVEN
TRYING.
@PLAY IS ABOUT
BEING AT EASE.
VIRGIN’S GOAL IS TO
TRIGGER
PEOPLE’S PRIMAL URGE
TO PARTICIPATE
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
TO GET MESSY
TO HAVE
FUN
TO
SHARE
TO SHARE
TO EAT
TO
CONNECT
TO
LAUGH
TO
BELONG
COMPLIMENTARY
ATTRIBUTES OF @PLAY:
RUGGEDNESS & DESIGN
AN IMPORTANT ROLE FOR VIRGIN
OUTDOORS IS TO TAP INTO
PEOPLE’S DESIRE TO FEEL
RUGGED OUTDOORS.
TOO
SOFT
TOO
TOUGH
JUST
RIGHT
TOO
SOFT
TOO
TOUGH
JUST
RIGHT
IS AN IMPORTANT ATTRIBUTE OF VIRGIN OUTDOORS THAT WILL CUE TO THE AUDIENCE THAT THIS IS A BRAND
THAT SHARES THEIR VALUES. BUT STYLE WITHOUT RUGGEDNESS WILL FAIL TO MAKE A DEEP EMOTIONAL
CONNECTION.
STYLE & DESIGN
VIRGIN OUTDOORS HAS A
MISCHIEVOUS
PERSONALITY
LOSE YOUR HANG UPS
BRING A KNIFE
PLAY WITH FIRE
STEP ON THE GRASS
JUMP OFF A CLIFF
VIRGIN OUTDOORS
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
REASSURING
EFFICIENT
COMFORTABLE
DELIGHTFUL
THE VIRGIN IN-STORE 

BRAND EXPERIENCE NEEDS TO BE CUES
Don’t worry - you are not alone - this is going to be easy - chill - we will show you how easy it is to
play, enjoy and have fun without you having to change WHO YOU ARE.
NOT thrilling. NOT exhilarating. NOT challenging - but pure delight and wonder.
Not messy. Totally organized, categorized, structured and easy to navigate.
Helpful staff - sociable - totally casual. Comfortable chairs. Comfortable dining. Comfortable lighting
- all things that can help eliminate the idea that camping is uncomfortable.
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
OWN
VIRGIN HAS AN OPPORTUNITY TO
THE OUTDOORS.
“ ”
BY BRINGING
SERVICE TO
THE SCENERY
1
BY BRINGING
A SCENE TO
THE SCENERY
2
The Outdoor Mobility Lifestyle
Category is about untethering
universal human activities from
the traditional home setting and
allowing consumers to enjoy them
where and when they wants to.
Outdoor Mobility Lifestyle 

Virgin Outdoors, as the soon to
be the leader in the Outdoor
Mobility Lifestyle Category, will
help consumers see new
possibilities in familiar
experiences by allowing them to
easily move from setting to
setting.
Products that allow for traditionally home-bound products to be portable
so the consumer can experience familiar activities in new settings.

MOBILITY
PORTABILITY
RELIABILITY
Products that stand
up to the riggers of
travel, outdoor
exposure and
repeated use and
hence giving
consumers
confidence that those
products can be
relied on anywhere.

Untethering
traditionally home
bound activities and
experiences.

VERSATILITY DESIGN
CREATIVITY
SOCIAL
CONNECTIVITY
ENTERTAINMENTTECHNOLOGY
GENDERDIFFERENCES
INDOOR/OUTDOOR
APPEAL
CATEGORY
Productsthatare
designedfor
outdoorand
travelusebut

cantransition

intoeverydayuse.
Multi-use,
multi-function
products for
use in multiple
locations

Ease of use,
intuitive,functionalproducts
created with
efficiency ofspace

Productsthat
aredelightful,
promoteself-
expressionand
havecreative
choice

The “Outdoors” In Virgin
Outdoors is about about flexibility
and freedom wherever you are.

Bring a Scene
to the Scenery
Helping people “Bring a Scene to
the Scenery” is Virgin Outdoor’s
guiding Purpose.
Products,

thatletmen

andwomenfeel

sexyoutdoorsand

avoidstraditional

androgynousapparel

associatedwiththe
outdoors.

Products thatbringtechnology
harmoniouslyinto theoutdoors



Products 

that are playful,

fun and engaging. 

Products 

that promote

friendly competition

Productsthatareshareableandhaveahigherworthwhenshared

VIRGIN OUTDOORS BRAND VALUES
THANK YOU
This Virgin Outdoor’s presentation has been prepared by and is the
property of Culture Strategy Consulting, LLC. The contents of this
presentation, are protected under United States intellectual property
and trademark laws. Reproduction of any element of this
presentation, without prior written consent from CS SPACE is
expressly prohibited.

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