May 13, 2026 | News

Outdoor Retailer and Backcountry Partner to Debut “Backcountry Garage” at Reshaped Show in Minneapolis, Aug. 19-21

Onsite Activation brings emerging brands, creators, buyers, and industry leaders together in Minneapolis

MINNEAPOLIS, Minn. (May 13, 2026) — Outdoor Retailer, the platform for connection, learning, and outdoor discovery, and Backcountry, the online specialty retailer of premium outdoor gear and apparel for adventure enthusiasts, today announced “Backcountry Garage”, a strategic partnership for this August’s Outdoor Retailer show in Minneapolis, a new hub spotlighting the next generation of outdoor brands.

Located near the front entrance of the Outdoor Retailer show floor, the space features three core areas:

Product Showcase Area: Displaying gear, apparel, accessories and products from emerging and incubator brands.
Creator Lounge: A space for creators, media, and influencers to experience products and connect with participating brands.
Buyer Desk: A dedicated meeting and networking space where brands can meet directly with Backcountry buyers and key industry decision-makers.

“Outdoor Retailer has always been about creating opportunities for discovery, connection, and growth across the outdoor industry,” said Lindsay Hubley, senior vice president, Sports and Outdoor Division. “Backcountry Garage brings that mission to life by giving emerging brands, creators, and innovators a platform to showcase their brands, connect with buyers, and help shape the future of outdoor retail. As the outdoor consumer becomes more casual and lifestyle-driven, the partnership supports next-generation brands focused on sustainability, wellness, inclusivity, performance, and differentiated products that meet the needs of this new consumer.”

Open Access for Emerging Brands

As part of the partnership during the show, Backcountry will promote an “open to all brands” initiative, giving exhibiting brands the opportunity to meet directly with Backcountry buyers. Backcountry buyers will be available at the Backcountry Garage booth throughout show hours.

This program advances Backcountry’s vision to provide the best outdoor gear, curate innovative products, and make them accessible to a growing community of outdoor enthusiasts. It reinforces a commitment to investing in the next generation of brands shaping the future of outdoor retail.

Wild Reach Creator Integration

Backcountry Garage will integrate with Outdoor Retailer’s Wild Reach creator initiative, bringing approximately 150 curated outdoor creators into the activation throughout the show. Participating brands will gain opportunities for product exposure, storytelling, creator engagement, and increased visibility across the outdoor community.

The Next Chapter for Backcountry Starts at the Beginning

The announcement follows Backcountry’s recent launch of Backcountry Garage, an innovation engine and brand incubator created to empower founders with the resources, expertise, and distribution needed to scale breakthrough ideas. The platform’s first major move was the acquisition of Coalatree, the Utah-based eco-minded gear and apparel brand.

Thirty years ago, Backcountry began with two founders selling avalanche beacons out of a garage. Today, Backcountry Garage at Outdoor Retailer brings that entrepreneurial spirit directly to the show floor, creating a space where emerging brands, creators, retailers, and outdoor leaders can connect, collaborate, and shape the future of the industry together.

“We believe constant innovation is the most powerful way to improve our customers’ experience outside,” said Kevin Lenau, president of Backcountry. “Backcountry Garage is how we keep pushing when much of the industry is waiting, partnering with builders and founders who are rethinking how great gear, apparel and accessories should perform so our community feels the difference every day on the trail, at the crag, and in their own backyards. The effort reflects our broader mission to create space and support for new builders, innovators, and entrepreneurs entering the outdoor market.”

Backcountry will introduce a series of on-site awards designed to spotlight standout innovation, creativity, and brand potential across the show floor, including several category-based Best in Show honors and a premier GOAT Award. Winners will be selected and presented live on site by Backcountry.

In addition, the winner of the Ambassador’s Choice Award, determined in real time by votes from Popfly creators attending the show, receive a prize package including an extended Popfly membership from six months to one year, a guaranteed private appointment with Backcountry’s buying team, and a marketing support package from Outdoor Retailer designed to provide additional exposure and post-show visibility.

About Backcountry

Backcountry is a leading online specialty retailer of premium outdoor gear and apparel for adventure enthusiasts. Founded in 1996, Backcountry connects customers with top brands across cycling, hiking, camping, skiing, snowboarding, climbing, fly fishing, and more. Through expert service, curated product selection, and personalized gear recommendations from its Gearheads, Backcountry helps people pursue life outdoors with confidence and passion. For more information about Backcountry Garage and Backcountry, visit Backcountry.

About Outdoor Retailer

Outdoor Retailer is where the outdoor industry comes together to move the business of the outdoors forward. Designed in collaboration with brands, retailers, and industry leaders, the event creates space for connection, practical education, and the discovery of innovative products shaping the future of outdoor recreation. Outdoor Retailer is where the outdoor industry gathers to connect, collaborate, and take ownership of what comes next – #MakeItYours. Learn more about and #MakeItYours at outdoorretailer.com

Media Contact:
Chris Goddard, CGPR,
[email protected]
(781) 640-8387 or [email protected]