Standing out in today’s crowded outdoor industry is no small feat. With so many incredible products, compelling content, and a constant stream of media competing for attention, brands face a difficult challenge: how do you connect with the right audience in a meaningful way?
Chris Pew, CEO and co-founder of TREW Gear, knows this struggle well. In a recent conversation on the Backcountry Marketing Podcast, he shared his perspective on why standing out is tough and how TREW’s TREW to You film festival has become an unexpected solution.
“If I was starting a brand right now, I would max out that scale—that’s a 10,” said Pew when asked how hard it is for brands to stand out in 2024.
For TREW, the key isn’t trying to reach everyone but rather the right people. “We’re not trying to find more of your everyday skier and snowboarder. We’re trying to find more of these kind of core users that we know our products and brand would have a resonance with.”
This philosophy is what led TREW to reimagine how they approach brand storytelling. Instead of pushing out a traditional brand film to tell the world who they are, they flipped the script. Traditional brand storytelling often follows a simple formula: create an inspiring video, share it widely, and hope it resonates. But as Pew points out, “It’s almost irresistible as a brand to tell people why what we’re doing is so important. But as a customer, that’s not really the most interesting thing ever.”
Instead of assuming what their community wanted, TREW asked them. The TREW to You film festival invites skiers and snowboarders from all backgrounds to submit short films that reflect their own unique connection to the sport. The winners receive cash prizes, gear, and their films are showcased on a multi-city tour. The result? A dynamic, grassroots-driven storytelling platform that feels authentic because it is authentic. “We’re a brand for the people,” Pew emphasized. “And this project has let us lift up unique individuals and give them a platform.”
For a small brand, investing in an ambitious project like this needs to show real returns. According to Pew, the results speak for themselves.
1. Email Growth & Revenue Impact
The first season of the True to You contest generated nearly 4,000 new email subscribers, with those subscribers generating $18,000 in revenue over the following 12 months. In the second season, that number more than doubled to 8,000 new emails, proving that engaged participants often become loyal customers.
“For us, that’s a big slice of the pie,” Pew explained. “If you’re interested in this project, you’re probably going to be pretty interested in our products.”
2. In-Person Community Building
TREW took the film festival on the road, hosting events in 10 cities. More than just screenings, these events created real-world connections. “Skiers and snowboarders love talking about skiing and snowboarding,” Pew laughed. “It was like the old-school ski film premieres—just people stoked to be there, connecting with the community.”
3. Cultural Impact & Momentum
Beyond metrics, True to You has started shaping skiing and snowboarding culture in unexpected ways. The festival has become a platform for emerging storytellers, and TREW is now shifting its focus to mentoring filmmakers, offering production resources, and evolving the festival into a true incubator for new talent.
“We’re helping push people into the next phase of their creative careers,” Pew said. “This isn’t just about TREW anymore—it’s bigger than that.”
TREW’s success with TREW to You isn’t just a one-off win; it’s a blueprint for how outdoor brands can rethink their marketing approach:
- Let Your Community Speak for You – Instead of broadcasting what your brand stands for, invite your audience to help shape it.
- Prioritize Connection Over Scale – A smaller, engaged audience is more valuable than chasing mass awareness without depth.
- Create Real-World Touchpoints – Digital reach is important, but in-person experiences build stronger relationships and brand loyalty.
- Measure What Matters – TREW tracks ROI through email signups, customer conversion, and long-term engagement—not just vanity metrics like views and likes.
As Pew put it, “Sometimes ROI is just a high five and a good beer shared with someone else.”
For outdoor brands looking to stand out in 2024, TREW’s TREW to You film festival proves that storytelling isn’t just about telling—it’s about listening, amplifying, and building something that truly matters to your people.
