Description

Changemaker on the Mountain: Chris King of Outdoor Research

Join us for a dynamic conversation between Mark Harrison and Chris King, VP of Brand at Outdoor Research, recorded live at Crankworx Whistler during its momentous 20th anniversary. In this episode, we explore how Outdoor Research approaches sponsorship as a platform for authentic engagement and community-driven impact in mountain biking through innovative activations, meaningful partnerships, and immersive experiences. Chris unpacks the brand’s “Changemaker” philosophy in action, including their new Trick Showdown event, athlete collaborations, and dual focus on global visibility and grassroots connection.

Meet Chris King

Chris King, Vice President of Brand at Outdoor Research, has a rich background in creative storytelling and brand strategy and a steadfast passion for sustainability and outdoor culture. Before OR, he held roles in innovative leadership and content production—including at Rover.com and Bamboo—and earned his BA in International Business and Marketing from Carroll College. Based in Seattle, Chris blends his commitment to environmental stewardship and innovation into Outdoor Research’s brand narrative.

Key Conversation Highlights

Crankworx Sponsorship & Mountain Bike Strategy

• Outdoor Research marks its third consecutive year as a principal sponsor of Crankworx Whistler, aligning with the festival’s milestone 20th anniversary. Chris explains why the event’s global reach and authentic mountain bike atmosphere make it a strategic fit for the brand.
• Reflects on the success of 2024 activations—including sponsoring the Speed & Style event and launching the Freewheel MTB Collection onsite—and how those informed their elevated approach for 2025.
• It emphasizes OR’s commitment to meaningfully engaging with all levels of the MTB community—from grassroots enthusiasts to professional riders—through genuine experiences, not just visibility.

The Outdoor Research Trick Showdown

• For the first time in 2025, OR launched the Trick Showdown—an immersive, head-to-head “NBA Slam Dunk”-style MTB jam. Chris shares the creative intent behind the format and why the name encapsulates OR’s bold, playful spirit.
• Describes the role of athlete ambassadors in the event—as competitors, judges, or influencers—and how their involvement elevates authenticity and storytelling.

Sponsorships Done Differently

• Chris articulates how OR prioritizes deep engagement over transactional brand deals. Their sponsorships involve immersive storytelling, athlete collaboration, and long-term community relationships.
• They assess success not just with traditional metrics, but through community sentiment, athlete trust, and cultural resonance—emphasizing sustainability and inclusivity as indicators of real impact.

Global & Community-Focused Approach

• Beyond Crankworx, Chris highlights Outdoor Research’s involvement in global and grassroots initiatives, including partnerships with the Access Fund, Leave No Trace, The Conservation Alliance, Evergreen Mountain Bike Alliance, PeopleForBikes, and events like the women-focused Sturdy Dirty Enduro.
• Discusses how OR navigates the balance between high-profile festival presence and long-term investments in trail advocacy, education, and access—demonstrating their Changemaker ethos at scale.

Why Listen?

This episode is a compelling case study in redefining sports sponsorship by centring community impact, purpose-driven activations, and authenticity. Chris King’s perspective offers a fresh blueprint for brands aiming to be Changemakers—not just sponsors—in the sport and culture they engage with.

Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape.

Hosted on Acast. See acast.com/privacy for more information.