How outdoor brands strategically solve sustainability problems

• Key Climate Risks Facing Outdoor Brands Today
• Amer Sports: A Case Study in Navigating Climate Challenges
• Lessons Learned: Successful Strategies for Coping with Climate Risks
• The Role of the Carbon Trust in Sustainability Transformation
• Turning Climate Risks into Competitive Opportunities
• Transparent Communication as the Key to Trust
• Climate-Conscious Trends: How Brands Inspire Consumers

Being deeply connected to the outdoors reveals how profoundly climate risks are impacting experiences. Extreme weather events disrupt supply chains, while water scarcity and rising temperatures make certain activities less accessible. These challenges are not isolated—they have a cascading effect on the industry, from manufacturing to consumer engagement.

1. Supply Chain Vulnerabilities from Extreme Weather
   Floods and droughts threaten the availability of raw materials like cotton, a staple in apparel production. Studies predict that exports from countries like Bangladesh, Vietnam, and Cambodia could decline by 22% by 2030 due to climate-related challenges.

2. Increased Costs of Raw Materials Due to Climate Impacts
   Resource scarcity drives up the cost of materials, forcing companies to rethink their sourcing strategies. The ripple effect? Higher production costs, which can either be absorbed or passed on to consumers—a tough decision in a competitive market.

Heatwaves, sudden onsets of winter and other consequences of climate change have a direct impact on outdoor sports. The outdoortdoor sports industry is aware of this, which is why many brands are facing up to these challenges.

Amer Sports is a pioneer when it comes to when it comes to tackling climate risks. Its commitment to the UN Sustainable Development Goals (SDGs) and its comprehensive risk management set standards for the industry. Anne Larilahti, Vice President of Sustainability at Amer Sports, explains:

With 11,000 employees and $4.37 billion in sales in 2023, Amer Sports is uniquely positioned to lead by example.

This leadership is evident in the concrete actions they have taken to embed sustainability into their business model. Among their most impactful initiatives are the following:

• Science-Based Targets Initiative (SBTI):
  Amer Sports’ climate goals are validated by the SBTI, ensuring accountability.
• Circularity Efforts:
  Their Arc’teryx Soho store is a testament to innovation in circularity, with entire floors dedicated to resale and repair programs.

Just like Amer Sports, another brand has come up significantly in its efforts to mitigate climate risk challenges and has been collaborating with outdoor sports giants in a way hardly seen or known before.

The Carbon Trust has been instrumental in guiding companies like Amer Sports. With expertise in decarbonization, the organization offers a roadmap for businesses navigating climate challenges. Anna Raffaelli, Regional Manager for Carbon Trust’s DACH region, described their role perfectly:

The Carbon Trust collaborates with outdoor sports brands in various impactful ways, employing strategies that address the underlying causes of climate risks and challenges.

One of their key efforts lies in carbon footprinting and reduction initiatives, where they help brands measure and reduce their carbon emissions to ensure sustainability efforts are both data-driven and effective.

Beyond individual actions, the Carbon Trust emphasizes the importance of industry partnerships to drive collective action. By fostering collaboration on projects ranging from footprinting to circularity strategies, they inspire innovation and create momentum for systemic change across the outdoor sports sector.

The examples above show how two brands are successfully addressing climate risks while working with others to make the outdoor sports industry more sustainable. But how can climate risks actually lead to competitive advantages? And how can outdoor sports brands use these opportunities to grow and improve?

• Embracing Sustainability as a Brand Differentiator
  The outdoor sports industry has a unique opportunity to turn climate risks into a competitive advantage. Consumers are increasingly drawn to brands that prioritize sustainability. By innovating in areas like circularity, brands can strengthen their market position while contributing to environmental goals.
• Growing Demand for Eco-Friendly Products
  Arc'teryx, a subsidiary of Amer Sports, has tapped into this trend with its repair and resale initiatives. By educating consumers on product care, they’re extending product life cycles and building loyalty.

  But it’s not just about repairing and reselling. The real win comes from creating a culture of sustainability among consumers. When customers see brands taking the lead in reducing waste and promoting conscious consumption, they’re more likely to form emotional connections with those brands. These connections translate into repeat business and strong word-of-mouth marketing.

  The experts highlighted that the outdoor sports industry must look beyond short-term profits and focus on building ecosystems that prioritize sustainability at every stage—from design to distribution. This approach ensures long-term growth while addressing the urgent need for climate action.

Transparency is the foundation of trust in a climate-conscious world. It is not enough to implement sustainability practices - it is equally important to communicate these efforts effectively. Brands that share their goals, challenges and progress in an authentic and understandable way gain consumer trust.

A prime example is Patagonia which has been using transparency as a competitive advantage for years. They openly publish their environmental reports, sourcing decisions and even areas where they have not yet achieved their goals. This level of openness humanizes the brand and creates trust with the audience.

During discussions with experts, it became clear that storytelling is a key success factor. Brands should go beyond technical jargon and create compelling stories that inspire their audience. Whether through social media campaigns, documentary videos or interactive web experiences, the message must resonate emotionally.

Additionally, the value of certification seals and partnerships with recognized environmental organizations was highlighted. These not only validate a brand's sustainability claims, but also serve as powerful marketing tools that communicate the brand's authenticity to customers. Ultimately, trust is built when brands are consistent in their communication and actions.

Modern consumers are not just aware of climate risks—they demand action. The outdoor sports industry is uniquely positioned to align with these values and lead the way in climate-conscious business practices. Brands that recognize this shift and adapt their strategies accordingly will find themselves better positioned in the marketplace.

The key lies in understanding the modern consumer psyche. Today’s buyers prioritize brands that share their values, particularly those related to sustainability and social responsibility. This means that outdoor sports brands must actively listen to their audience and incorporate their feedback into product design, marketing campaigns, and business operations.

One example of aligning with climate-conscious trends is through product innovation. Brands that develop eco-friendly alternatives to traditional products, such as biodegradable gear or carbon-neutral apparel, will stand out in a crowded market. Beyond products, offering eco-conscious experiences, such as workshops on sustainable outdoor practices or guided eco-tours, can further strengthen consumer relationships.

It’s not just about meeting consumer expectations but exceeding them. By taking bold and innovative steps, brands can transform climate-conscious trends into a competitive edge.