A New Kind of Retailer
When Dick’s Sporting Goods decided to create a new brand—a national outdoor retailer—they knew they needed a partner who understood how to speak to the endemic communities of their target audience: trail runners, skiers, mountain bikers, climbers, paddlers, anglers and hikers. Camp4 was honored to be selected as that partner. The result of our ongoing collaboration is Public Lands, a new kind of outdoor retail store that combines highly-curated, style-forward apparel and gear, with a mission to celebrate and protect America’s public lands for all. Helmed by C4 partners Tim Kemple and Alexandra Fuller, our work with Public Lands has involved everyone at Camp4 to create a brand identity, multi-channel launch campaign, ongoing TVC-driven campaigns, and a collaboration with badass rock star and fly-fisher, Brittany Howard.
The Let’s Land Together campaign celebrates unity and a purpose-driven approach to the outdoors. It says that playing outdoors is better together…and that working on behalf of the outdoors together is better, too. It says that yes, we must run, roll, float, shred, climb, ride, rise, cast and go together as companions in outdoor recreation. And that also yes, we must fight, clean, work, build, teach, share and help advocate together as companions in stewardship of our shared public lands.
Before all the Grammy Awards, before The Alabama Shakes, even before Brittany Howard ever held a guitar, she held a fishing pole. For Brittany, fishing and just being out in nature is how she connects with her friends and family, and how she reconnects with herself.
2021 National Retail TVC
To honor its namesake and mission, we worked with Public Lands to launch a social campaign around Public Lands Day with hosted trail and river clean-ups and doubling their contribution to protecting public lands for all.
2023 product shoots rooted in story and place.
