What does it mean to be fearless? Coined in the dictionary as “free from fear,” the term itself suggests being bold without being afraid. However, when we embark on outdoor adventures, we find that excitement and opportunity can be challenged with hesitation and doubt. Fear can be a hindering factor in achieving our goals, but what happens when we fully embrace the uncertainties of nature and new experiences is something extremely powerful.
As the #ModernOutdoorsWoman continues to explore personal boundaries and new territories, we’re excited to see several brands involved in the COLLABORATIVE EFFORT TO REDEFINE FEARLESS. #FearlessFemales, a campaign created by Haley Robison, COO of Kammok, and Andy Cochrane, Director of Marketing for Oru Kayak, is the most recent contribution to the movement with 13 brands and five inspiring women who’ve come together to encourage to get outside. With the campaign launch in full effect, we caught up with Haley and Andy to hear about how the project came to be and what we can expect from the campaign giveaway.
Q. What inspired Kammok and Oru to create the #FearlessFemales campaign? How did it come to be?
Haley: It started with a small gesture. Andy asking, “Hey, what do you think of this idea?” We were on our way home from Outdoor Retailer, having just met many of the brands that are a part of this campaign, and we wanted to tell a bigger story than we were able to tell on our own. So, we teamed up and invited others to share the story with us. As a woman in a mostly male-dominated industry, it’s exciting to think about how we can all work together to encourage people — regardless of gender, background, age, etc. — to be transformed through outdoor experiences. #FearlessFemales is just the beginning.
Q. Why #FearlessFemales as the campaign tagline?
Andy: It will hopefully speak in different ways to different women. For the Haley and me, it’s the simplest way to sum up the idea of women inspiring other women to get outside and try new things. Fearless doesn’t have to be pushing to the end of the Earth, hopefully making the phrase both inspirational and accessible to many. That, and let’s be honest, it’s a pretty catchy tagline.
Haley: We struggled a bit with the name of the campaign because we all have fears! The point is that we move beyond our fear. Being a fearless female is about acknowledging our fears and then pursuing our dreams, ambitions and goals in spite of them. Fear can be a very powerful motivator, but it can also paralyze us, hold us back, and keep us from fully living and being — if we let it. We want women to be inspired, to act and to take the first step towards something new. For us in the outdoor community, this means encouraging people to get outside and explore, to do something they never thought possible.
Q. Can you tell us a little bit about the five women behind the campaign?
Haley: Each of the women in this campaign has a different story to tell about their journey as an adventurer-seeker who chooses to put doubt and fear aside in order to pursue certain goals, lifestyles and passions. We want to celebrate each of these women, and share the journey they’re on in hopes that other women will be encouraged to start new from wherever they are. We also chose these women because they are actively sharing their stories already and inspiring others on social media. We wanted to come alongside and collaborate with them to help share their stories with a bigger audience.
Q. How does this campaign encourage women to spend time outdoors and offline, whether they’re with other women, by themselves or even with their families?
Andy: A couple ways. First and maybe most obvious, it’s a straightforward demonstration of some great gear to get started with. All of the brands we’ve assembled believe in the mission, and were chosen primarily because they had a desire to help spread the word, and accordingly, design products that fight within this mission, that is, helping make the outdoors more accessible. Second, it’s a great way for women from all over to connect with our five fearless females and to use them as inspiration to get outside.
Haley: Perhaps, this campaign plants this idea and then gives that little nudge of motivation to get going. Our hope is that people go outside because they believe it can be a catalyst for the most beautiful of friendships. In discussing this campaign with one of our fearless females, Brooke Gaynes shared that she has a hard time being vulnerable, which can prevent genuine connections. But when you embark on an adventure, give up control, and embrace the unknown with others, you find that you are open with who you are and strong bonds are made. Brooke makes it a point to take her son Huck outside as much as possible. It’s such a joy to see their relationship grow through adventure!
Q. What can audiences look forward to in the #FearlessFemales giveaway?
Andy: For the giveaway, we’ve designed adventure kits and each was curated with a specific fearless female in mind, each kit telling a unique story. For instance, Elena’s kit is best fit for a high energy afternoon adventure. Tiff’s kit is better suited for an overnight planned on the fly, and Brooke Gaynes’s kit is one of our favorites, a mountain biking and fly fishing combo. All told, the five kits speak to a wide variety of ways to explore the outdoors, and span the gamut from novice to weather-worn explorers. That said, the right gear is just the first step to empowering more women to get outside. The real inspiration comes from our five #FearlessFemales. Combining the two—the right motivation and the right tools—was the goal for Haley and myself as we began putting together #FearlessFemales. Each of these brands has high hopes for these two weeks and more importantly, we’re looking forward to building on it in the near future.
Q. With five women and 13 brands it seems there is a lot of opportunity to build upon relationships both on the trail and in the digital community. How does this giveaway inspire brands and women to collaborate outside?
Haley: Through collaboration, we are able to achieve greater impact. When you are a smaller brand, or just a single person doing your thing, you rely on others to help amplify and support what you’re doing. The most incredible things are often just simple ideas turned into action. For example, getting outside isn’t revolutionary, but opening yourself to the possibility of “outside” is what’s thrilling, the new people you’ll meet and the discoveries you’ll have. Similarly, the idea of running a campaign like this isn’t revolutionary, but the revolutionary part for me is seeing that magic and those connections that are now forming across the country and beyond. We’re seeing new relationships and friendships spurred through the Instagram community, women tagging each other and then meeting up for hikes and adventurers because they are inspired by a photo or caption. We’re also seeing brands connect and come together to make a difference in people’s lives. For us, it was just taking the first step and asking, “Hey, you guys want to join us in doing this?” It all starts with a small gesture.
Images courtesy of Brooke Gaynes, Brooke Wilson Elena Pressprich, Katie Goldie and Tiffany Nguyen.
xx Lisa