What Performs on Social in Outdoor and Sport

Your campaign looks incredible. So why does it die on social?

We looked at 4,000 posts from 18 outdoor and sport brands across 2026. Here is what worked, what stopped working, and where to point your social in 2027.

Including Patagonia, The North Face, Salomon, YETI, Burton, Hoka, Satisfy and Bandit.

Trusted by brands creating high-performance content

The Problem

Your campaign content is premium. Your social results aren't.

AI can produce a flawless image for nothing, so looking good has stopped being a signal. Polished campaign content now blurs together, and most outdoor and sport brands are still cutting campaign films down for social and wondering why the numbers don’t move.

The brands pulling ahead are not spending more. They stopped starting over.

Of posts we analyzed carried any sign of a recurring series

0 %

Higher engagement on TikTok than Instagram in this category

0 x

The Solution

Here's what 4,000 posts told us.

Thirteen sections on where outdoor and sport social is heading in 2027. Built on our own analysis of 18 brands, two published consumer studies, and twenty-two years of making this content for brands like Arc’teryx, Red Bull and Oakley x Meta. It is opinionated on purpose.

Inside the Report

What's inside

Thirteen sections. Here are six of them.

Build a World, Not a Campaign

Why recurring formats compound and campaigns fade, and how to start one without a big budget.

Polish Reads as Ad

Why your best-looking work gets scrolled, and what actually reads premium on social.

The Craft Premium

Why behind the scenes is becoming the hero asset now that anything can look perfect.

One Cut Does Not Travel

What performs on TikTok, Reels and Shorts, how they differ, and what to change for each.

The Social-First Score

Ten questions that tell you honestly where your social sits today, and which section to read first.

The World Plan

A one-page fill-in you can take into your 2027 planning.

Who This Is For

Who this report is for

Brand Marketing Teams

You are deciding what to fund in 2027. This gives you the argument and the numbers to make that call, and something you can forward upward.

Social and Content Teams

You already know the campaign cutdowns are not working. This tells you what to do instead, and gives you a way to describe it to the people who sign off.

What You'll Decide

Read this if you're working out…

2027 content budget

Series vs hero film

TikTok strategy

What to stop doing

Premium that performs

Platform differences

World building

BTS as the hero

Proof It Works

What success looks like

Get the Report

Download the Outdoor and Sport Social Report 2027

What 4,000 posts from 18 outdoor and sport brands tell us about where to point your social in 2027.

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