The Brief is back! Today on The Rock Fight Colin and Producer Dave break down Mammut’s Mountain Wear Rescue campaign.

They’re joined by Mammut’s Chief Marketing Officer Nic Brandenberger, who shares the inside story of how the campaign came together, from the insight that “8 out of 10 jackets never see a mountain” to the decision to embrace humor.

Episode Topics:

• How Mammut’s team turned an internal truth into creative gold
• The challenges and wins behind Mountain Wear Rescue
• Why humor in outdoor marketing is so hard to pull off
• Working with Katie Burrell and casting for comedy
• The evolution of Mammut’s brand voice and personality
• Outdoor industry tropes that need to die
• The Rock Fight’s final score: originality, brand fit, messaging, visuals & strategic cleverness

Spoiler: Mammut scores high and gives zero f*cks.

Thanks for listening! The Rock Fight is a production of Rock Fight, LLC.

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Today on The Rock Fight, Colin, Eoin, and Producer Dave return with Outdoor Industry Buy or Sell as they name what’s hot (and what’s not).

Here's the rundown!

• Rough Q4 on the way? Multiple reports this past week paint a less than rosy picture for the end of the year. (06:44)
• A new survey names what is trending with teens. Spoiler: it's not Puffin Drinkwear. (12:17)
• The Rock Fight Lightning Round! Rutabaga changes course, Runnin' and Gunnin' in our National Parks, and On sued for their squeaky shoes. (18:50)
• Support those who support The Rock Fight! Ripstop By The Roll, Fjallraven, Lems Shoes, and Ibex! (22:47)
• Outdoor Industry Buy or Sell! Each host brings outdoor brands, trends or products and make the case for why they are either buying or selling. (26:50)

Lastly for The Parting Shot presented by Garage Grown Gear, Colin has a note for a recent cycling study. (49:00)

Thanks for listening! The Rock Fight is a production of Rock Fight, LLC.

Sign up for NEWS FROM THE FRONT, Rock Fight's semi-weekly newsletter by heading to www.rockfight.co and clicking Join The Mailing List.

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Today on The Rock Fight, Colin is joined by Shawnté Salabert to break down her trip to Title Nine’s Pitchfest 2025, where women founders are reshaping the outdoor industry from the ground up.

Since 1989, Title Nine and its founder Missy Park have been putting money behind women-led brands; more than $1.7 million in Pitchfest investments and $72 million in total purchasing power.

Shawnté attended this year's edition and shares what makes this event different: collaboration over competition, community over ego, and a focus on solving real problems.

The conversation covers:

• How Pitchfest is rewriting the rules of outdoor entrepreneurship.
• Standout brands from this year’s event.
• Why representation in design and leadership still matters.
• The growing movement to fund women founders, not just feature them.

Thanks for listening! The Rock Fight is a production of Rock Fight, LLC.

Sign up for NEWS FROM THE FRONT, Rock Fight's semi-weekly newsletter by heading to www.rockfight.co and clicking Join The Mailing List.

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Introducing The Rock Fight Deep Dive! A new series where we team up with a partner for a deeper look at an outdoor industry topic.

Today Colin takes an unfiltered look at the state of fabric innovation in the outdoor industry by heading to the Functional Fabric Fair in Portland, Oregon.

Prompted by a listener letter asking whether the industry’s obsession with lifestyle over performance has killed innovation, Colin hits the trade show floor to find out for himself.

He’s joined by:

• Charles Ross, performance material expert, who defines true innovation as “solving real problems — not just changing colors.”
• Michelle Rose, designer and founder of Structure Society, who argues that imagination and play—not process—drive breakthroughs.
• Greg Garrigues, Director of Innovation at Mountain Hardwear, who insists innovation is about diligence and iteration, not just creativity.
• Mya Franklin of LifeLabs, a new textile company pushing thermal-regulation fabrics born from Stanford research.
• Stewart Sheppard, sustainability veteran, who explains that consumers don’t dream of “green products” — they dream of great gear that works and feels good.
• And Ben Ryan, formerly of The North Face and Salomon, who reminds us that the spark of excitement and curiosity still fuels every real innovation.

What did we find when we dove deep? Innovation isn’t dead — it’s just not where you used to look for it.

Thanks for listening! The Rock Fight is a production of Rock Fight, LLC.

Sign up for NEWS FROM THE FRONT, Rock Fight's semi-weekly newsletter by heading to www.rockfight.co and clicking Join The Mailing List.

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Today on The Rock Fight, Colin, Eoin, and Producer Dave tackle a chaotic week for outdoor retail, from store closures to corporate pivots and questionable marketing moves!

On the docket!

• REI shutters its SoHo and Boston stores: Both shops are unionized, sparking speculation about whether this is cost-cutting, anti-union, or just part of the Peak 28 overhaul. (03:55)
• Orvis blames tariffs for closing 36 stores: Are we sure it isn't just the brand’s long drift away from its fishing roots? (13:15)
• Backcountry partners with AllGear Digital: Smart retail-media synergy or just another way to cram ads into your shopping experience? (19:35)
• The Rock Fight Lightning Round: Hydro Flask’s poor quarter, Mount To Coast gets sustainable, Halfdays raises $10 million! (28:50)
• Chip Wilson is Back: Lululemon takes it on the chin and hears about it from their founder. (41:05)

Lastly for The Parting Shot presented by Garage Grown Gear, Colin draws a parallel between dying local hockey shops and the decline of outdoor retail. (47:48)

Thanks for listening! The Rock Fight is a production of Rock Fight, LLC.

Sign up for NEWS FROM THE FRONT, Rock Fight's semi-weekly newsletter by heading to www.rockfight.co and clicking Join The Mailing List.

Please follow and subscribe to The Rock Fight and give us a 5 star rating and a written review wherever you get your podcasts.

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Today on The Rock Fight, Colin digs into the question: what the hell is an “emerging brand” anyway?

Joined by Emily Holland (Founded Outdoors) and Lloyd Vogel (Garage Grown Gear), the conversation talks about what life is really like for small outdoor businesses.

• Defining “Emerging”: Why the term is so fuzzy and whether it even matters.
• Founded Outdoors: How the organization is creating a free, vibrant community (and consulting arm) to support founders, minimize gatekeeping, and provide resources for early stage outdoor companies.
• Success & Failure: Why most small brands don’t flame out dramatically, but quietly fade away and how expectations play a huge role.
• Product vs. Brand: The chicken-and-egg debate. Do you lead with killer gear, or build a story first?
• Why Small Brands Matter: Faster innovation, closer ties to real community needs, and local economic impact.

They also debate whether the outdoor industry is too insular, how outside perspectives (Sephora anyone?) could add value, and why supporting small brands doesn’t always mean paying a premium.

Thanks for listening! The Rock Fight is a production of Rock Fight, LLC.

Sign up for NEWS FROM THE FRONT, Rock Fight's semi-weekly newsletter by heading to www.rockfight.co and clicking Join The Mailing List.

Please follow and subscribe to The Rock Fight and give us a 5 star rating and a written review wherever you get your podcasts.

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Today on The Rock Fight, Colin, Eoin Comerford, and Producer Dave tackle a packed week of outdoor industry news!

First up, the crew reacts to the latest ripple effects of Outdoor Retailer’s Minnesota move and whether the industry is being too quick to jump on the “OR is back” bandwagon. With questions around the “Leadership Village,” the role of run and lifestyle categories, and whether the show truly knows who it’s for, Colin and Eoin argue that defining the audience is the only way forward. (05:56)

Next, the conversation turns to Bass Pro’s acquisition of Hobie. Once a pioneering surf and sailing brand turned kayak powerhouse, Hobie has faced dealer frustration, supply chain nightmares, and brand drift. Will Bass Pro revive Hobie, turn it into a house brand, or alienate specialty retailers even further? Dave dives into Hobie’s rich heritage and what Bass Pro could do with the name; if they think beyond fishing kayaks. (13:23)

The lightning round brings more industry headlines (21:20):

• Kohl’s pushes its FLX line into kids’ activewear.
• Keen jumps into the crowded trail running shoe market with “The Seek.”
• Arc’teryx shrugs off PR fallout from its controversial Himalayan fireworks stunt.

Support those who support The Rock Fight! Today's sponsors: Ibex, Fjallraven, Lems Shoes, Royal Robbins, and Conatus Counsel! (26:18)

Finally, the hosts analyze REI’s new strategic plan, Peak 28. With four lofty pillars—culture, assortment, service, and membership—the co-op hints at big changes ahead. But with payroll bloat, declining margins, and vague promises, the question remains: will REI truly reinvent itself, or is this just frosting on an underbaked cake? (30:37)

The show closes with The Parting Shot presented by Garage Grown Gear, celebrating a big week for women-led outdoor brands like Wild Rye, Gnara, and Title Nine’s Pitchfest. Proof that despite the challenges, inspiring things are happening across the outdoor landscape. (39:59)

Thanks for listening! The Rock Fight is a production of Rock Fight, LLC.

Sign up for NEWS FROM THE FRONT, Rock Fight's semi-weekly newsletter by heading to www.rockfight.co and clicking Join The Mailing List.

Please follow and subscribe to The Rock Fight and give us a 5 star rating and a written review wherever you get your podcasts.

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Today on The Rock Fight, Colin and Eoin Comerford break down the breaking news about Outdoor Retailer’s big shake-up. After years of controversy, shrinking attendance, and competition from upstart shows like Switchback, OR has announced a dramatic reset.

Colin and Eoin debate whether these changes are enough to reestablish OR as the national gathering for the outdoor industry, or whether the momentum has permanently shifted away from the iconic show.

Guests Sunny Stroeer and Lindsay Hubley (Emerald Expositions) join to explain the vision behind these moves, why Minneapolis won out, and how they plan to attract retailers, brands, and groups like the OIA and Conservation Alliance back into the fold.

Topics Covered:

• Why August makes strategic sense for buyers and brands
• The role of emerging brands in reviving OR’s relevance
• How nonprofits and advocacy groups could bring back OR’s “soul”
• Whether lifestyle and run trends are a blind spot for the show
• What success in Minneapolis would look like

Thanks for listening! The Rock Fight is a production of Rock Fight, LLC.

Sign up for NEWS FROM THE FRONT, Rock Fight's semi-weekly newsletter by heading to www.rockfight.co and clicking Join The Mailing List.

Please follow and subscribe to The Rock Fight and give us a 5 star rating and a written review wherever you get your podcasts.

Want to pick a fight with The Rock Fight? Send your feedback, questions, and comments to myrockfight@gmail.com.