Top 51 Outdoor Industry Mission Statements

Introduction

What defines an outdoor brand’s soul? A mission statement that captures its passion for adventure, nature, and purpose. At The Journey, we empower outdoor brands to craft outdoor industry mission statements that inspire and connect with their audiences. Whether you’re a gear manufacturer, adventure tour operator, or conservation organization, a compelling mission statement is key to branding for outdoor brands. In this blog, we’ll define what makes a mission statement powerful, explore its types, and share the top 51 outdoor industry mission statements to spark inspiration for your outdoor brand identity. Let’s embark on this branding journey together!

Image: A hiker stands atop a mountain, symbolizing adventure and purpose. Alt text: Outdoor brand mission statement inspiration.

Table of Contents

• What is a Mission Statement?

• Qualities of a Strong Mission Statement

• Types of Mission Statements

• Top 51 Outdoor Industry Mission Statements

• How The Journey Can Help

What is a Mission Statement?

A mission statement is a concise declaration of a brand’s purpose, values, and goals. In the outdoor industry, it’s the guiding star for outdoor brand purpose, aligning teams and resonating with customers who crave adventure or cherish nature. A well-crafted mission statement strengthens outdoor brand identity by communicating what your brand stands for—whether it’s crafting sustainable gear or preserving wild spaces. For example, a mission statement can rally employees around a shared goal and inspire customer loyalty among outdoor enthusiasts. At The Journey, we specialize in creating mission statements that reflect your mission statement definition and drive impact. Let’s explore what makes a strong mission statement.

Qualities of a Strong Mission Statement

A strong mission statement is the backbone of effective branding for outdoor brands. Here are three essential qualities:

1. Actionable: It outlines clear, achievable goals. For an outdoor brand, this could mean designing innovative gear or promoting sustainable practices that employees can act on daily.

2. Authentic: It reflects your outdoor brand values, ensuring alignment with your ethos. Customers trust brands that genuinely embody their commitment to adventure or conservation.

3. Inspiring: It motivates stakeholders by connecting today’s actions to a larger purpose, like inspiring exploration or protecting the environment for future generations.

These qualities make mission statements resonate with outdoor audiences, fostering loyalty and trust. Next, we’ll dive into the types of mission statements to help you find the right fit for your brand.

Types of Mission Statements

Mission statements vary in focus, and understanding the four types helps outdoor brands craft statements that align with their vision. The Journey guides clients to blend these types for unique outdoor brand mission statement examples.

1. Product-Driven: Centers on products or services. Example: “We engineer durable, lightweight gear for epic adventures.” This highlights innovation for gear manufacturers.

2. Benefit-Driven: Emphasizes customer impact. Example: “We create unforgettable experiences that deepen connections with nature.” This suits adventure tour operators.

3. Values-Driven: Focuses on brand values. Example: “We preserve wild spaces for future adventurers.” This resonates with conservation organizations.

4. Combination: Merges multiple elements. Example: “We craft sustainable gear to empower exploration and protect our planet.” This appeals to diverse stakeholders.

By blending these types, The Journey ensures your mission statement is authentic and impactful. Now, let’s explore the top 51 outdoor industry mission statements for mission statement inspiration.

Top 51 Outdoor Industry Mission Statements

Below is a curated list of 51 outdoor industry mission statements from major brands, niche players, conservation groups, adventure companies, and The Journey. Each brand name links to its mission statement or a relevant page, followed by a brief analysis of its effectiveness, showcasing mission statement examples to inspire your outdoor brand inspiration.

1. Patagonia: “We’re in business to save our home planet.”
   Why it works: Bold and values-driven, it clearly prioritizes environmental impact, resonating with eco-conscious consumers.

2. The North Face: “Provide the best gear for our athletes and the modern day explorer, support the preservation of the outdoors, and inspire a global movement of exploration.”
   Why it works: A combination type, it balances product excellence with values, appealing to adventurers and conservationists.

3. REI: “We inspire, educate, and outfit for a lifetime of outdoor adventure and stewardship.”
   Why it works: Benefit-driven, it emphasizes empowering customers while promoting environmental responsibility.

4. YETI: “Build the cooler you’d use every day if it existed.”
   Why it works: Product-driven and concise, it highlights innovation and quality for everyday use.

5. National Park Service: “The National Park Service preserves unimpaired the natural and cultural resources and values of the National Park System for the enjoyment, education, and inspiration of this and future generations.”
   Why it works: Values-driven, it articulates a clear commitment to preservation and public benefit.

6. Osprey: “We relentlessly innovate to ease your journey and inspire adventure.”
   Why it works: Combines product and benefit-driven elements, appealing to travelers seeking reliable gear.

7. Columbia Sportswear: “We connect active people with their passions.”
   Why it works: Benefit-driven, it focuses on enhancing customer lifestyles through outdoor experiences.

8. Ducks Unlimited: “Ducks Unlimited conserves, restores, and manages wetlands and associated habitats for North America’s waterfowl.”
   Why it works: Values-driven, it specifies its conservation mission with clarity and purpose.

9. KEEN Footwear: “Reducing the impact our shoes have on the planet and making the outdoors more accessible for all.”
   Why it works: Values-driven, it emphasizes sustainability and inclusivity, key outdoor industry trends.

10. Big Agnes: “Big Agnes produces high-quality outdoor equipment and strives to do so in a sustainable manner.”
    Why it works: Product-driven with a values nod, it balances quality and eco-consciousness.

11. Black Diamond Equipment: “At Black Diamond, we’re committed to designing and engineering the most innovative mountain equipment in the world.”
    Why it works: Product-driven, it emphasizes innovation, appealing to serious outdoor athletes.

12. Orvis: “In everything we do, Orvis seeks to inspire a deep connection to adventure and wonder in the outdoor world.”
    Why it works: Benefit-driven, it evokes emotional connections to nature, ideal for lifestyle brands.

13. Sitka Gear: “While we believe our gear fundamentally improves hunter safety and success, our ultimate mission at SITKA is to solve these problems so hunters can focus less on their gear and more on the extraordinary experience hunting provides.”
    Why it works: Combination type, it blends product benefits with a focus on customer experience.

14. First Lite: “Born in the Rockies, First Lite’s mission is to create simple, proven, versatile gear that provides comfort and performance in any situation while working to promote the pursuit of ethical hunting and land stewardship.”
    Why it works: Combination type, it merges product quality with values like ethics and conservation.

15. Turtlebox Audio: “Turtlebox Audio’s mission is to make the loudest, most rugged, portable speaker on the market specifically built for the outdoors.”
    Why it works: Product-driven, it clearly defines its niche and purpose in the outdoor audio market.

16. Stone Glacier: “Stone Glacier exists to elevate the experience of mountain hunters.”
    Why it works: Benefit-driven, it focuses on enhancing the customer’s hunting experience.

17. Hoyt Archery: “At Hoyt, we are passionate about providing the most advanced, highest quality bows available to archers and bowhunters of all levels.”
    Why it works: Product-driven, it emphasizes quality and inclusivity for all skill levels.

18. Mountain Hardwear: “We create performance apparel and equipment to empower outdoor athletes to live boldly.”
    Why it works: Combination type, it links product performance with customer empowerment.

19. Field & Stream: “We promise to guide and inspire the traditions of tomorrow through our trusted products, services, and experiences in the great outdoors.”
    Why it works: Benefit-driven, it emphasizes legacy and inspiration for outdoor enthusiasts.

20. Coleman: “The outside is calling, and we create innovative gear to help you answer it and experience memories you won’t find inside.”
    Why it works: Benefit-driven, it connects gear to memorable outdoor experiences.

21. Outdoor Research: “To provide innovation and inspiration for the relentless adventurer.”
    Why it works: Combination type, it blends product innovation with motivational appeal.

22. Thousand: “Making safety seamless to get you moving.”
    Why it works: Benefit-driven, it focuses on customer safety and mobility in outdoor activities.

23. Drake Waterfowl: “Drake strives to help make lifelong memories in the field and on the water amongst family and friends today and for future generations.”
    Why it works: Benefit-driven, it emphasizes emotional connections through outdoor experiences.

24. MeatEater, Inc.: “Founded with the belief that a deeper understanding of the natural world enriches all of our lives, MeatEater, Inc. brings together leading influencers in the outdoor space to create premium content experiences and unique apparel and equipment.”
    Why it works: Values-driven, it promotes education and connection to nature.

25. Garmin: “To be an enduring company by creating superior products for automotive, aviation, marine, outdoor, and sports that are an essential part of our customers’ lives.”
    Why it works: Product-driven, it highlights quality and broad applicability.

26. Shimano: “To promote health and happiness through the enjoyment of nature and the world around us.”
    Why it works: Benefit-driven, it ties outdoor activities to well-being.

27. Daiwa: “It is Daiwa’s mission to constantly evolve and help people enrich their lives through the world of fishing.”
    Why it works: Benefit-driven, it focuses on personal enrichment through outdoor pursuits.

28. Bass Pro Shops: “Inspiring everyone to enjoy, love, and conserve the great outdoors.”
    Why it works: Values-driven, it promotes enjoyment and conservation of the outdoors, appealing to customers who value nature and sustainability.

29. Duck Camp: “We are devoted to creating premium outdoor gear that will withstand the test of time out in the field, in the blind, or out on the town.”
    Why it works: Product-driven, it emphasizes the durability and premium quality of their outdoor gear, appealing to customers who value long-lasting products.

30. onX: “Our mission is to awaken the adventurer inside everyone.”
    Why it works: Benefit-driven, it aims to inspire and motivate people to engage with the outdoors, appealing to those seeking adventure.

31. Arc’teryx: “To build the finest product possible, enabling precise freedom of movement.”
    Why it works: Product-driven, it highlights the superior quality and performance of their gear, attractive to serious outdoor athletes.

32. Merrell: “We inspire people to explore the outdoors with innovative, versatile footwear and apparel.”
    Why it works: Combination type, it blends product innovation with the benefit of inspiring outdoor exploration.

33. Smartwool: “To empower adventures with sustainable, comfortable, and high-performance apparel.”
    Why it works: Combination type, it links sustainable apparel with empowering adventures, appealing to eco-conscious adventurers.

34. L.L.Bean: “To inspire and enable people to experience the joy of the outdoors.”
    Why it works: Benefit-driven, it focuses on enabling joy in outdoor experiences, resonating with customers seeking happiness in nature.

35. Helly Hansen: “To develop professional-grade gear that helps people stay and feel alive in the toughest conditions.”
    Why it works: Product-driven, it emphasizes professional-grade gear for extreme conditions, appealing to adventurers in harsh environments.

36. Backcountry: “To connect people to their passions by providing the best outdoor gear and experiences.”
    Why it works: Benefit-driven, it connects customers to their passions through gear and experiences, fostering loyalty among outdoor enthusiasts.

37. Salomon: “To enable everyone to progress and challenge themselves in the outdoors.”
    Why it works: Benefit-driven, it encourages personal growth and challenge through outdoor activities, attractive to those seeking self-improvement.

38. Therm-a-Rest: “To help you sleep better in the outdoors so you can adventure further.”
    Why it works: Benefit-driven, it ties better sleep to enhanced adventures, appealing to campers and backpackers.

39. Nemo Equipment: “To create innovative gear that elevates the outdoor experience with thoughtful design.”
    Why it works: Product-driven, it emphasizes innovation and thoughtful design to improve outdoor experiences.

40. Klymit: “To create lightweight, comfortable, and affordable gear that fuels adventure.”
    Why it works: Product-driven, it highlights lightweight and affordable gear that supports adventure, appealing to budget-conscious travelers.

41. Sea to Summit: “To equip and inspire by creating innovative, high-quality gear for outdoor enthusiasts.”
    Why it works: Combination type, it blends high-quality gear with inspiration for outdoor enthusiasts.

42. Rumpl: “To introduce the world to better blankets, inspired by the outdoors and built for everywhere.”
    Why it works: Product-driven, it introduces innovative blankets inspired by the outdoors, appealing to those seeking comfort and style.

43. Chaco: “To create footwear that inspires confidence and connection to the outdoors.”
    Why it works: Benefit-driven, it focuses on inspiring confidence and connection through footwear, resonating with outdoor lovers.

44. La Sportiva: “To provide the best technical footwear and apparel for mountain enthusiasts worldwide.”
    Why it works: Product-driven, it provides technical gear for mountain enthusiasts, appealing to a niche market of climbers and hikers.

45. Hydro Flask: “To save the world from lukewarm by creating products that keep beverages at the intended temperature.”
    Why it works: Product-driven with a playful tone, it highlights the functionality of keeping beverages at the right temperature, attractive to a wide audience.

46. Goal Zero: “To empower people through portable power, enabling adventure and resilience.”
    Why it works: Benefit-driven, it empowers adventure through portable power, appealing to off-grid explorers.

47. Outdoor Voices: “To get the world moving with activewear designed for doing things.”
    Why it works: Benefit-driven, it promotes an active lifestyle with functional activewear, encouraging movement and outdoor activities.

48. Cotopaxi: “To make gear that does good, inspiring adventure and positive impact.”
    Why it works: Combination type, it merges gear production with social impact and adventure inspiration, appealing to socially conscious consumers.

49. Peak Design: “To create the best gear for creators and adventurers, with a focus on versatility and sustainability.”
    Why it works: Combination type, it focuses on creating versatile and sustainable gear for creators and adventurers.

50. Wilderness Society: “To protect America’s wild places for current and future generations.”
    Why it works: Values-driven, it clearly states its mission to protect wild places, resonating with conservationists.

51. The Journey: “Tomorrow Is Too Late.”
    Why it works: Values-driven, this powerful statement, born during a hike in the Badlands by founder Richie Smissen and formalized by Head Journeyer Lucas Smissen, urges immediate action—whether booking a trip, starting a fitness journey, building better habits, or growing a business. It inspires outdoor brands and adventurers to seize the moment and live fully today.

Image: A group of campers by a lake, showcasing outdoor gear. Alt text: Outdoor industry mission statement examples.

How The Journey Can Help

Crafting a mission statement that embodies your outdoor brand values and captivates your audience is a challenge The Journey is ready to tackle. As experts in branding for outdoor brands, we specialize in creating outdoor industry mission statements that resonate with adventurers and eco-conscious consumers. Our services include brand strategy, mission statement development, and outdoor brand identity services tailored to gear makers, tour operators, and conservation groups. Want to define your brand’s purpose? Contact The Journey for a consultation or explore our Services page. Download our free Mission Statement Checklist to kickstart your outdoor brand identity today!

Conclusion

A powerful mission statement defines your outdoor brand inspiration, guiding your team and forging connections with customers who share your love for the outdoors. The top 51 outdoor industry mission statements demonstrate how clarity, authenticity, and purpose drive brand success. At The Journey, we’re passionate about helping outdoor brands craft mission statements that stand out and inspire. Ready to elevate your branding for outdoor brands? Reach out to start building a brand identity that resonates with adventurers everywhere.

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