Outdoor Retailer’s Wild Reach Initiative Surpasses 11.7 Million Followers, Accelerating Turnkey Creator Ecosystem for Exhibitors
Outdoor Retailer’s Wild Reach Initiative Surpasses 11.7 Million Followers, Accelerating Turnkey Creator Ecosystem for Exhibitors
Wild Reach, the built-in creator ecosystem inside Outdoor Retailer, gives exhibitors a single place for connecting with outdoor creators and extending brand reach beyond the show floor.
MINNEAPOLIS, Minn. (June 23, 2026) — Outdoor Retailer, the platform for connection, learning, and outdoor innovation, today announced continued expansion of Wild Reach, its built-in creator initiative powered by Popfly that gives exhibitors turnkey access to outdoor creators and audience reach beyond the show floor. Participating Wild Reach creators now reach more than 11.7 million followers across Instagram, TikTok, YouTube, and Facebook, turning creator marketing into an integrated exhibitor advantage rather than a separate lift for brands to manage on their own.
Wild Reach helps exhibitors turn show participation into audience reach. Through a coordinated system of creator matchmaking, on-site activations, and product storytelling, the program enables brands to generate authentic coverage tied directly from the event and extend that impact well beyond the booth. Wild Reach gives exhibitors a centralized way to activate trusted outdoor creators on-site and turn show moments into brand content in real time.
“Trade shows can no longer rely on selling booth space and hoping brands find their audience,” said Matthew Mathiasen, group show director for Outdoor Retailer. “Wild Reach gives exhibitors direct access to trusted outdoor creators who can bring products, experiences, and innovations to life through authentic storytelling. As marketing teams are increasingly asked to do more with fewer resources, brands need event platforms that create measurable value. Wild Reach makes creator engagement coordinated, accessible, and impactful while helping exhibitors extend the benefits of participating in Outdoor Retailer.”
The latest group of Wild Reach creators contributes an additional 5.3 million+ followers across outdoor adventure, travel, climbing, hiking, photography, family exploration, and lifestyle-focused communities and includes:
Andy Austin – 82K
Emily Richards – 145K
Erica Agran – 25K
Jesica Williams – 42K
Katie and Joe Burtoni – 132K
Lilli Higgins – 100K
Lucas Smissen – 898K
Madeleine Wilson – 125K
Nadah Feteih – 68K
Nicole Hill – 23K
Ronnie Forslund – 212K
Sherise Gumbs – 20K
Xavier Abdullahi – 41K
Yazan Koudsi – 3.4M
The Wild Reach initiative continues to build. Outdoor Retailer and Popfly are currently in discussions with more than 70 additional creators for participation opportunities, while more than 210 applications remain under review. Additional participants will be announced in the lead-up to the August event.
Prior to the event, creators will be matched with participating exhibitors, allowing both parties to arrive with established relationships and a plan for authentic, real-time coverage throughout the show. Wild Reach creators will work directly with exhibitors through curated activations, product demonstrations, and social media collaborations designed to amplify product discovery and audience engagement. Participating exhibitors benefit from creator-generated assets, expanded exposure, and access to highly engaged outdoor audiences across multiple platforms.
Outdoor Retailer 2026 takes place August 19–21 at the Minneapolis Convention Center.
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]