Back to “Normal?” Navigating the Post-Pandemic Landscape as an Outdoor Brand

It’s 2025, and for many outdoor brands, the dust of the pandemic has settled—but the landscape has permanently changed. While we’re all craving “normal,” the truth is: things aren’t going back to how they were.

That’s not a bad thing.

At BKMedia Group, we work closely with outdoor brands of all shapes and sizes—from apparel to gear to experiences—and we’ve seen firsthand how the most successful ones are not trying to return to 2019. Instead, they’re adjusting to a new reality shaped by ecommerce expectations, shifting values, rising digital ad costs, and a consumer base that’s more intentional than ever.

If your outdoor brand is trying to find its footing in this next chapter, here’s what you should be thinking about.

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1. E-commerce Is the Backbone—Not a Bonus

When physical storefronts closed during the pandemic, e-commerce became the only way to stay connected with customers. Many brands scrambled to launch Shopify sites, clean up old WooCommerce stores, or figure out how to accept online orders without their usual systems in place.

Fast forward to now, and those consumer habits haven’t changed. People expect smooth, easy, mobile-friendly online shopping—with quick shipping and customer service to match.

Our advice: Your e-commerce strategy should be as strong as your product line. That means more than just a functional website. It means clear messaging, strong SEO, product pages that convert, and analytics to guide decisions. We help brands fine-tune all of that—and more.

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2. Your Values Aren’t a “Nice to Have” Anymore

The pandemic made people pause. And when they came back to spending, they did so with more intention. Today’s consumers—especially in the outdoor space—want to support brands that share their values: sustainability, inclusivity, responsible manufacturing, and a real connection to the planet.

Our advice: Don’t just assume your values are clear. Bake them into your copy. Highlight them in your visuals. Make it easy for your audience to see why you do what you do—not just what you sell. If your brand is doing good but isn’t telling that story, you’re leaving opportunity on the table.

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3. Digital Advertising Is a Different Game

During the early days of the pandemic, digital ad costs dipped. Brands pulled back. Inventory opened up. It was cheaper than ever to run ads on Meta or Google. But in 2025? That’s not the case.

Ad platforms are more expensive, competitive, and complex. Cost-per-click (CPC) is up. CPMs are higher. Privacy updates—like Apple’s iOS changes—have made targeting less precise, and attribution harder to track. If you’re still running the same campaigns you launched in 2022, chances are you’re paying more for worse results.

Our advice: You don’t need to spend more—you need to spend smarter. That’s where we come in. At BKMedia Group, we help outdoor brands build media buying strategies that focus on ROAS (return on ad spend), audience targeting, and conversion-ready creative. From funnel strategy to campaign buildout to ongoing optimization, we make every dollar work harder. (Let’s talk)

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4. Brand Loyalty Is the New Growth Channel

In a world of rising customer acquisition costs, retention is everything. It’s more expensive to win a new customer than it is to keep a loyal one—and today’s consumers are more willing than ever to jump ship if something feels off.

The solution? Build meaningful post-purchase experiences. Use automated email flows. Run loyalty programs. Send “we miss you” winback campaigns. Collect feedback. Say thank you.

Our advice: Don’t treat the sale as the end of the journey—it’s just the beginning. Email marketing is one of the most powerful tools you can use to nurture customer relationships, increase lifetime value, and drive repeat purchases. We help outdoor brands set up smart automations and ongoing campaigns that keep the conversation going.

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5. Experiences Are Back, But They’ve Evolved

Outdoor events—races, festivals, demos—are back, but they’ve changed. Smaller crowds. Hybrid models. Local focus. People still want in-person experiences, but they also expect brands to be thoughtful about how they show up.

Sponsorships and brand activations still matter—but now they need to be more targeted, personal, and measurable.

Our advice: Tie your event marketing into your digital strategy. Promote with email and paid media. Use QR codes or landing pages to collect leads on site. Follow up with targeted messaging. We can help you bridge the gap between your real-world and online presence so you make the most of every interaction.

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6. SEO Still Works—But Only If You Do It Right

As search behavior continues to evolve (thanks, AI), organic search is still one of the most valuable drivers of website traffic. But it’s not about keyword stuffing or blogging for blogging’s sake. It’s about creating helpful, relevant content that meets your audience where they are.

That could mean optimizing product pages, building out educational blog posts, or answering key questions about your gear or services.

Our advice: If you haven’t reviewed your SEO strategy recently, you’re probably missing out on traffic that should be yours. From audits to ongoing content, we help outdoor brands get seen on Google—and stay there.

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Here’s the Gist:

The pandemic didn’t just disrupt outdoor brands—it reshaped them. And while the industry has bounced back in many ways, the path forward looks different than the one behind us.

To succeed now, your brand needs:

• A strong e-commerce foundation
• Values-driven messaging
• A smart digital ad strategy
• Retention-focused email marketing
• Measurable in-person experiences
• Ongoing SEO optimization

That might sound like a lot—but you don’t have to do it alone.

Let’s talk about what’s next for your brand.