EASTERN MOUNTAIN SPORTS INFLUENCER CONTENT

Given the challenging circumstances at Eastern Mountain Sports (EMS) during my tenure—preparing to file for bankruptcy and operating without a formal marketing budget—I recognized the importance of implementing an influencer program to help revitalize the brand. To work within these constraints, I leveraged my network to identify passionate outdoor enthusiasts who were willing to collaborate in exchange for gear.

I first reached out to Matt Schonze, a lifelong EMS shopper from Vermont and a friend based in New York. Matt created authentic content for us, showcasing EMS gear at the climbing gym and on a run to Coney Island. This helped highlight the versatility of EMS products, demonstrating their functionality for outdoor enthusiasts in metropolitan settings.

Next, I partnered with Reece and Colby of Wyld Rhythms, a queer couple preparing to hike the Pacific Crest Trail. They produced educational content from a queer perspective during their journey, emphasizing EMS gear's durability for long hikes like the PCT. This partnership not only demonstrated the gear’s reliability but also reinforced the importance of diversity in the outdoors—a message I was passionate about amplifying.

I encouraged both partnerships to maintain EMS' tone of voice—authentic and approachable. The results were significant: increased engagement and follower growth, alongside a renewed human touch in EMS' marketing.