PR is all about placing the right brands in the right places, with stories that actually land in front of the right people. Here are a few recent examples of how we’ve been securing meaningful coverage across national media, specialist titles and culturally relevant platforms.
Connecting Performance Design With Culture
When Helinox shared the Genesis Magma Racing collaboration with us, we knew straight away it had Hypebeast written all over it – especially for the title’s automotive editor. Using our strong relationship with the team, we helped shape the story around how the Helinox x Genesis Magma Racing Chair and Cot bring hypercar-inspired design into the paddock and everyday lifestyle space, landing coverage that felt authentic to both brands and the Hypebeast audience.
Building Relevance Beyond the Trail
Tapping into the momentum behind Merrell’s latest campaign, “Where the best connection is losing one,” and the wider “It Starts Outside” platform, we secured a 1:1 with Drapers Deputy Editor Gabi Drvnauskas during an annual sit-down with Tim Selby from Merrell. The conversation converted into strong editorial coverage, spotlighting Merrell’s growing cultural relevance beyond the trail and into the wider lifestyle space.
Built For the Core Audience
Core category credibility has also been strengthened through platforms like The Ramblers, where Hanwag’s lightweight walking boots are positioned through a practical, experience-led lens, speaking directly to the more-important-than-ever core outdoor audience.
Trusted Picks, Everyday Use
This is reflected in placements like The Independent’s IndyBest guide to the best torches, where Vango features among expert-tested picks – proof of sustained authority in the camping and outdoor essentials space.
Where Outdoor Meets Culture
Alongside these more mainstream wins, culturally aligned titles like Proper Mag continue to play a key role. Coverage here, like this piece on Fjällräven’s Hoja cycling capsule, allows brands to sit within a broader conversation, where outdoor gear intersects with style, subculture and everyday use, rather than being confined to purely technical narratives.
Redefining Lightweight Equipment
Elsewhere, Helinox’s latest launch has cut through with a clear, ownable message. Featured by Trek & Mountain, the brand’s “insanely light” outdoor furniture positions it at the forefront of innovation in the category. Equipment less about incremental updates and new colourways, but more about redefining what outdoor equipment can be.
Performance Meets Lifestyle
At the same time, Fjällräven’s inclusion in The Telegraph’s ski jacket round-up and Hanwag featuring in The Standard’s apres-ski edit reinforces the continued relevance of technical outerwear brands within both performance and lifestyle contexts.
A Clear Innovation Story
Taken together, these placements highlight a consistent approach centered around building credibility across multiple touchpoints, from high-reach national media to specialist and culture-led platforms.
After all, PR these days is about more than just coverage. It’s about shaping perception and ensuring each brand shows up in a way that feels both relevant and authoritative. With Q2 now well underway, there’s plenty more to come.
