TARGETING THE ACHIEVER

TABLE OF CONTENTS02 WHO THEY ARE03 ACTIVITIES THEY DO04 PRODUCTS THEY LIKE

05 HOW THEY SHOP06 HOW THEY USE TECHNOLOGY 07 STRATEGIES FOR TARGETING THEM

The Achiever is the segment the industry knows best from a

behavior perspective, but the demographic shifts occurring

with “core” consumers require outdoor brands and retailers to

reconsider the best strategies and tactics for targeting these

consumers. Although they are the smallest segment, they spend

the most time in the outdoors and money on outdoor products.

And, as very social enthusiasts, they can have a great influence

on bringing others into the outdoors.

ACTIVATION GUIDE

2

WHO THEY ARE STRONG & COMMITTEDYoung, ethnically diverse urban dwellers with kids, The Achiever

is a “go-getter” in all aspects of their lives: professional, social and

recreational. They are highly motivated individuals that love to stand

out in a crowd and don’t let anything stand in their way in getting

outdoors. Integral to their lifestyle, the outdoors is a platform for

competition with others, pushing their own performance to new

limits, and seeking out adventures and new thrills.

IS:EXTREME | EXPERIMENTAL | SOCIAL | USING TECHNOLOGY | WANTING BEST PRODUCTS

ISN’T:IDLE | SPECIALIZED | SOLITARY | UNPLUGGED | BRAND-LOYAL

THE ACHIEVER

62%*

MALE

23%* HISPANIC

19%*

AFRICAN AMERICAN

8%*

ASIAN

16%LIVE IN CITY OUTSKIRTS

$82,100AVERAGE HOUSEHOLD INCOME

28%*

LIVE IN A CITY CENTER

61%*

BETWEEN AGES 25-44

56%*

CHILDREN AT HOME

38%^

FEMALE

10%OF OUTDOOR CONSUMERS

3

With practically no barriers to getting outside, The

Achiever is always striving to push themselves

beyond where they are today. Not wanting to be

defi ned by one sport, they participate in a wide

variety of diff erent traditional and non-traditional

activities. Spending roughly four hours per day

outside, they participate on average in 20 diff erent

outdoor activities over the course of a year.

Swimming, running, camping, climbing and team sports

top the list of activities The Achiever participates

in. As a means of improving their performance in the

activities outdoors, they often train at the gym or

an indoor facility, like a climbing wall, to boost their

abilities. They try to get out of the city and into the

backcountry as much as they possibly can and see

those outdoor spaces as precious assets that allow

them to pursue their biggest passions.

Being active in the outdoors is a lifetime commitment

for The Achiever, however it is not always dependent

on intense activities. One of their top motivations for

getting outside is to connect with others and with

family. Oftentimes, they are doing low-key activities

with others, like playing in the park or relaxing outside.

39%^

FEMALE

53%^

CAUCASIAN

$80,700AVERAGE INCOME

33%*

LOCATION (% CITY CENTER)

23%*

HISPANIC

27HOURS SPENT OUTSIDE PER WEEK

7.4 TRADITIONALACTIVITIES

13.0 NON-TRADITIONAL ACTIVITIES

NON-TRADITIONAL ACTIVITIES

32MEDIANAGE

60%*

CHILDREN AT HOME

TRAIN/EXERCISE INDOORS TO PREPARE FOR THEIR OUTDOOR ACTIVITIES

GET OUTSIDE TO ENHANCE THE INTENSITY LEVEL OF AN ACTIVITY

TEND TO STAY CLOSER TO HOME FOR OUTDOOR ACTIVITIES

GADGETS / ELECTRONICS

$185 | 24%

EQUIPMENT$191 | 24%

APPAREL$214 | 27%

FOOTWEAR$190 | 24%

· MAKE A CONSIDERABLE EFFORT TO SPEND MORE TIME OUTSIDE

· WOULD RATHER TRY LOTS OF DIFFERENT OUTDOOR ACTIVITIES THAN SPECIALIZE IN ONE OR TWO

· LIKE TO COMBINE SEVERAL OUTDOOR ACTIVITIES INTO ONE TRIP OR OUTING

· TRAIN INDOORS TO PREPARE FOR OUTDOOR ACTIVITIES

· REGULARLY SIGN UP FOR RACES OR FITNESS RELATED EVENTS

· TRAVELING FARTHER INTO THE OUTDOORS IS MORE REWARDING THAN STAYING CLOSE TO HOME

· FEEL WE SHOULD BE CREATING MORE SPACES FOR OUTDOOR RECREATION

· STRONG COMMITMENT TO A HEALTHY LIFESTYLE

· PLAN TO BE ACTIVE INTO OLD AGE

· OUTDOORS IS AN IMPORTANT TIME FOR CONNECTING WITH FAMILYAND FRIENDS

ACTIVITIES THEY DO

4

· CONSTANTLY ON THE LOOKOUT FOR NEW GEAR AND APPAREL TO ENHANCE THEIR OUTDOOR EXPERIENCE

· CONDUCT EXTENSIVE RESEARCH BEFORE THEY BUY GEAR OR APPAREL

· WILLING TO PAY MORE FOR SOMETHING THAT IS STYLISH AND MAKES THEM LOOK ATHLETIC

OTHER NIKE | DICK’S SPORTING GOODS | TIMBERLAND | THE NORTH FACE | JEEP | C9 BY CHAMPION | URBAN OUTFITTERS | EDDIE BAUER | GAP | GOPRO | SUBARU | FITBIT | SMARTWOOL | ATHLETA | BILLABONG | LULULEMON | GOLITE

PRODUCTS THEY LIKEBRANDS THEY USE IN THE OUTDOORS

39%^

FEMALE

53%^

CAUCASIAN

$80,700AVERAGE INCOME

33%*

LOCATION (% CITY CENTER)

23%*

HISPANIC

27HOURS SPENT OUTSIDE PER WEEK

7.4 TRADITIONALACTIVITIES

13.0 NON-TRADITIONAL ACTIVITIES

NON-TRADITIONAL ACTIVITIES

32MEDIANAGE

60%*

CHILDREN AT HOME

TRAIN/EXERCISE INDOORS TO PREPARE FOR THEIR OUTDOOR ACTIVITIES

GET OUTSIDE TO ENHANCE THE INTENSITY LEVEL OF AN ACTIVITY

TEND TO STAY CLOSER TO HOME FOR OUTDOOR ACTIVITIES

GADGETS / ELECTRONICS

$185 | 24%

EQUIPMENT$191 | 24%

APPAREL$214 | 27%

FOOTWEAR$190 | 24%

43%*

23%*

37%*

19%*

33%*

9%*

The Achiever’s love for the outdoors, performance mindset

and high income translates into the highest spend on

outdoor gear, footwear and apparel across all of the

segments. Buying from brands that share their values is

very important since the products they own refl ect who

they are as a person. Brands that promote living an active

lifestyle, as well as those that are transparent in their

sustainable eff orts or have a strong social mission, win the

business of these consumers.

Price is not a factor, as they want the best apparel and gear

on the market. They willingly invest in technical innovations

that enhance their performance. And, because of this focus

on quality and features, they tend not to be highly brand

loyal, but rather shop across many diff erent brands to fi nd

what they want.

The Achiever associates a broad range of brands with

the outdoors, everything from small specialized brands

to mainstream fashion brands. Style is important to

them as well, as they want to look as athletic as they

are in practice.

· BRANDS THAT PROMOTE AN ACTIVE LIFESTYLE SPEAK TO THEM

· LIKE TO BE SEEN WEARING BRANDS ASSOCIATED WITH THE OUTDOORS

· FEEL IT’S IMPORTANT THAT BRANDS ARE TRANSPARENT IN THEIR SUSTAINABILITY EFFORTS

· INVEST IN HIGH QUALITY GEAR FOR ACTIVITIES THEY ARE PASSIONATE ABOUT

· THEIR OUTDOOR ACTIVITIES REQUIRE HIGHLY TECHNICAL GEAR

· SPEND MORE MONEY FOR THINGS THAT ARE VITAL TO THEIR PERFORMANCE

5

MORE LIKELY TO SHOP AT:· Mass merchandiser (E.G., TARGET, WALMART) (47%)

· Sporting goods chain store (E.G., DICK’S SPORTING GOODS, SPORTS AUTHORITY) (44%*)

· General online retailer (E.G., AMAZON, EBAY) (33%*)

· Discount retailer (E.G., MARSHALLS, NORDSTROM RACK) (22%*)

· Website of mass merchandiser (E.G., TARGET.COM, WALMART.COM) (18%*)

· Outdoor specialty outlet store (E.G., THE NORTH FACE OUTLET, UNDER ARMOUR OUTLET) (18%*)

· Outdoor specialty chain store (E.G., REI, CABELA’S) (17%*)

· SHOP ON A MISSION TO GET WHAT THEY NEED

· CONDUCT EXTENSIVE RESEARCH BEFORE THEY BUY GEAR OR APPAREL

They are highly knowledgeable when it comes to outdoor apparel and gear because they research extensively online to keep up with new products and innovations in the outdoor category. Determined to get what they need, they are more likely than other outdoor consumer segments to shop at a wide range of stores and through multiple channels.

With the exception of promotional sales and having a convenient location, The Achiever wants to buy from retailers that have a wide selection of stylish off erings ranging from technical to beginner and family-friendly products. In addition, retailers who reward them for their purchases, provide free shipping and returns, and inspire them to participate in new outdoor activities appeal to their needs.

HOW THEY SHOP

· HAS EXTREMELY STYLISH AND TECHNICALLY ADVANCED PRODUCTS

· CARRIES PRODUCTS FOR THE ENTIRE FAMILY

· INSPIRES THEM TO GET OUTDOORS AND TRY NEW OUTDOOR ACTIVITIES

· OFFERS FREE SHIPPING AND RETURNS ON THEIR WEBSITE

· HAS A LOYALTY REWARDS PROGRAM

· OFFERS EQUIPMENT FOR RENT

22 HOURSTIME SPENT OUTSIDE

PER WEEK

5.0TRADITIONAL

ACTIVITIES

8.7NON-TRADITIONAL

ACTIVITIES

22 HOURSTIME SPENT OUTSIDE PER WEEK

5.0TRADITIONAL ACTIVITIES

8.7NON-TRADITIONAL ACTIVITIES

17%OF TOTAL OUTDOOR CONSUMER SPEND

$781ANNUAL SPENDPER PERSON

GADGETS / ELECTRONICS$187 | 23%

EQUIPMENT$194 | 24%

APPAREL$233 | 29%

FOOTWEAR$186 | 23%

$

$799ANNUAL SPENDPER PERSON

22 HOURSTIME SPENT OUTSIDE

PER WEEK

5.0TRADITIONAL

ACTIVITIES

8.7NON-TRADITIONAL

ACTIVITIES

22 HOURSTIME SPENT OUTSIDE PER WEEK

5.0TRADITIONAL ACTIVITIES

8.7NON-TRADITIONAL ACTIVITIES

17%OF TOTAL OUTDOOR CONSUMER SPEND

$781ANNUAL SPENDPER PERSON

GADGETS / ELECTRONICS$187 | 23%

EQUIPMENT$194 | 24%

APPAREL$233 | 29%

FOOTWEAR$186 | 23%

$

$799ANNUAL SPENDPER PERSON

6

81%*

FACEBOOK

67%*

YOUTUBE

68%*

GOOGLE

36%*

TWITTER

34%ONLINE RETAILERS

33%INSTAGRAM

22%PINTEREST

19%*

ONLINECOMMUNITIES

17%BLOGS

17%*

ONLINEFORUMS

15%ONLINE MAGAZINES

$

$

81%*

FACEBOOK

67%*

YOUTUBE

68%*

GOOGLE

36%*

TWITTER

34%ONLINE RETAILERS

33%INSTAGRAM

22%PINTEREST

19%*

ONLINECOMMUNITIES

17%BLOGS

17%*

ONLINEFORUMS

15%ONLINE MAGAZINES

$

$

AVERAGE HOURS PER WEEK SPENT ON THE FOLLOWING MEDIA:

INTERNET SITES USED ON A REGULAR BASIS:

Browsing the Internet: 12.42 HOURS

Watching live TV: 11.74 HOURS

Email or text messaging: 6.65 HOURS

Listening to music or podcasts: 5.95 HOURS

Watching time-shifted TV (online, DVR-recorded shows): 5.90 HOURS

Listening to the radio: 5.86 HOURS

Using smartphone apps: 5.12 HOURS

On social networking sites: 4.90 HOURS

Playing video games: 4.34 HOURS

Streaming movies: 4.10 HOURS

Reading print magazines or newspapers: 2.51 HOURS

· TRACK THE PERFORMANCE OF COMPETITORS

· DISCOVER NEW OUTDOOR BRANDS

· DISCOVER NEW OUTDOOR RETAILERS AND PLACES TO SHOP

· READ REVIEWS OF OUTDOOR PRODUCTS

· LEARN A NEW OUTDOOR ACTIVITY

· INSPIRATION FOR NEW OUTDOOR APPAREL, FOOTWEAR AND GEAR

· TRACK PERFORMANCE IN OUTDOOR ACTIVITIES

· DISCOVER NEW OUTDOOR RETAILERS AND PLACES TO SHOP

· DISCOVER NEW OUTDOOR BRANDS

· READ REVIEWS OF OUTDOOR PRODUCTS

· INSPIRATION FOR NEW OUTDOOR APPAREL, FOOTWEAR AND GEAR

· LEARN A NEW OUTDOOR ACTIVITY

· TRACK THE PERFORMANCE OF COMPETITORS

HOW THEY USE TECHNOLOGYIt may seem ironic to some that the greatest lovers of the outdoors are some of the

heaviest users of technology. The Achiever embraces technology in all aspects of

their outdoor lifestyle – using it to show off their physical achievements, discover

something new, tracking their performance and staying connected. Browsing

the Internet and watching live TV is how they spend most of their leisure time. In

shopping for outdoor apparel and gear, Google, Facebook and YouTube are all used –

from discovering new brands to reading product reviews to fi nding places to shop.

22 HOURSTIME SPENT OUTSIDE

PER WEEK

5.0TRADITIONAL

ACTIVITIES

8.7NON-TRADITIONAL

ACTIVITIES

22 HOURSTIME SPENT OUTSIDE PER WEEK

5.0TRADITIONAL ACTIVITIES

8.7NON-TRADITIONAL ACTIVITIES

17%OF TOTAL OUTDOOR CONSUMER SPEND

$781ANNUAL SPENDPER PERSON

GADGETS / ELECTRONICS$187 | 23%

EQUIPMENT$194 | 24%

APPAREL$233 | 29%

FOOTWEAR$186 | 23%

$

$799ANNUAL SPENDPER PERSON

81%*

FACEBOOK

67%*

YOUTUBE

68%*

GOOGLE

36%*

TWITTER

34%ONLINE RETAILERS

33%INSTAGRAM

22%PINTEREST

19%*

ONLINECOMMUNITIES

17%BLOGS

17%*

ONLINEFORUMS

15%ONLINE MAGAZINES

$

$

81%*

FACEBOOK

67%*

YOUTUBE

68%*

GOOGLE

36%*

TWITTER

34%ONLINE RETAILERS

33%INSTAGRAM

22%PINTEREST

19%*

ONLINECOMMUNITIES

17%BLOGS

17%*

ONLINEFORUMS

15%ONLINE MAGAZINES

$

$

81%*

FACEBOOK

67%*

YOUTUBE

68%*

GOOGLE

36%*

TWITTER

34%ONLINE RETAILERS

33%INSTAGRAM

22%PINTEREST

19%*

ONLINECOMMUNITIES

17%BLOGS

17%*

ONLINEFORUMS

15%ONLINE MAGAZINES

$

$

*/^ denotes values higher/lower than all outdoor consumers at a 95% level of con� dence.

7

STRATEGIES FOR TARGETING THE ACHIEVER

Looking beyond the activities to lifestyle connections is a

powerful way to create deeper relationships with The Achiever.

Acknowledging some of the nuances of this segment, such as their

diversity, their very social nature, and their heavy use of technology

can offer up new avenues for targeting this next generation of

outdoor consumers.

The following are some thought starters to help you begin thinking

about ways your company can most effectively target The Achiever.

22 HOURSTIME SPENT OUTSIDE

PER WEEK

5.0TRADITIONAL

ACTIVITIES

8.7NON-TRADITIONAL

ACTIVITIES

22 HOURSTIME SPENT OUTSIDE PER WEEK

5.0TRADITIONAL ACTIVITIES

8.7NON-TRADITIONAL ACTIVITIES

33%

$781ANNUAL SPENDPER PERSON

GADGETS / ELECTRONICS$185, 24%

EQUIPMENT$191, 24%

APPAREL$214, 27%

FOOTWEAR$190, 24%

$

OF TOTAL OUTDOOR CONSUMER SPEND

8

MESSAGING:BE INSPIRING, INTENSE, PASSIONATE AND AUTHORITATIVE. A brand or retailer with shared outdoor values—passionate, driven and always pushing to be the best—is what they relate to.

USE LANGUAGE AND VISUAL CUES that create the feelings of accomplishment and realization to emotionally engage them and motivate purchase.

PROMOTE YOUR ATTRIBUTES AS AN ELITE BRAND in performance. Partnerships with or testimonials from materials experts, scientists and professional athletes will build credibility with them.

TALK TO THEM—IT’S THE BEST WAY TO UNDERSTAND HOW TO APPEAL TO THEM. The ConsumerVue Segment ID Survey can help you identify consumers who are The Achiever and you can conduct your own survey or mini focus groups with them.

MARKETING:UTILIZE DIGITAL PLATFORMS THAT ALLOW FOR LEARNING, TRACKING AND SHARING of performance with others.

MONITOR AND RESPOND to review sites for user experiences

CREATE AND SHARE instructional videos on YouTube

CONSIDER LAUNCHING A BRAND-SPECIFIC COMMUNITY platform that inspires and encourages like-minded people (e.g. Nike Community)

REINFORCE THEIR VALUES (drive, passion, performance) in all your own media initiatives.

SHARE STORIES OF CONTINUAL INNOVATION on your blog

SHARE POSTS from semi-professional or professional athletes on your social accounts

TELL A COMPELLING AND PERSONAL BRAND STORY on your website

ESTABLISH BRAND RELEVANCY: ENABLE THEM TO BE BETTER The Achiever is driven by being better. Focusing brand and product communications

around the benefi t of personal performance and reaching your full potential will

connect with their aspirations.

ATHLETE ENDORSEMENT ASPECT SOLAR Demonstrated the product’s value through the experiences of professional outdoor athletes.

PERFORMANCE TRACKING THE NORTH FACE AND BLACK DIAMONDApps post progress on social communities and provide tips from elite athletes through videos and articles.

9

PRODUCT:DESIGN PRODUCTS FOR SEAMLESS INTEGRATION WITH TECHNOLOGY that tracks, measures or enhances the user’s activities and training, such as GPS and heart rate monitors.

CREATE A DEPTH OF PRODUCTS WITHIN VERTICALS. Help them look like a pro by including functional and stylish details―anatomical shaping, refl ective strips and tech features―that project their expertise in the sport.

UTILIZE FABRIC TECHNOLOGIES that are lightweight, more breathable and comfortable to enable greater movement.

MARKETING:SHARE STORIES AROUND THE MAKING of the products and improving performance through the use of advanced design, materials and testing.

MERCHANDISING:DEMONSTRATE HOW PRODUCT FEATURES IMPROVE PERFORMANCE in a compelling visual way.

CROSS-MERCHANDISE TECH, like Fuel Bands, smartwatches and smartphone apps, with apparel and footwear to inspire new ways of utilizing tech in the outdoors.

PROMOTIONS:MANUFACTURERS CAN PARTNER WITH RETAILERS to create a unique branded experience that brings their product features to life.

FOCUS ON TECHNICAL: INNOVATION AND CUTTING EDGE The Achiever seeks highly specialized and technical apparel and equipment for their activities.

TECHNOLOGY INTEGRATIONSENSORIA FITNESSSmart sock to help runners track their distance, speed and improve technique.

BEHIND THE SCENESTREKTake cyclists through their journey of continual innovation to make the lightest and best performing bikes.

CREATE A SENSORY EXPERIENCE GORE-TEXMobile sensory chamber to test outerwear in real-world conditions such as hard rain, harsh winds, simulated thunderbolts and lightning. 

10

ENGAGE DIVERSE AUDIENCES REIBrand advertisement features diverse audiences while sharing their passion for preserving open spaces.

MARKETING:COMMUNICATE TO A MORE DIVERSE CONSUMER BASE, which is refl ective of who they are. Use imagery that includes Hispanics and African Americans.

SHOW ACTIVITIES IN URBAN ENVIRONMENTS and group and family settings.

SUPPORT ENVIRONMENTAL CAUSES that are meaningful to them, such as eff orts to create new open spaces or preserve existing ones.

SERVICES:OFFER GEAR STORAGE SOLUTIONS in urban environments for those with limited space to store all the toys they would like to have.

EVENTS:EXPOSE THEM TO NEW SPORTS—paddle boarding, zip lining, climbing—through product demos and workshops.

OFFER GROUP EVENTS AIMED AT IMPROVING PERFORMANCE—weekly runs, bike fi ts, ski clinics.

TAILOR EVENTS TO FAMILY-FRIENDLY ACTIVITIES or multiple activities in one outing.

ACCOMMODATE THEIR LIFESTYLE: Showing The Achiever that you understand the realities of their lifestyle and their

preferences related to outdoor recreation is important. Little nuances that demonstrate

your brand or business has made an eff ort to “get them” on a personal level will have a

strong impact on them.

PERFORMANCE EVENTS GOPRO AND ARC’TERYXHost or sponsor competitions and training sessions for outdoor athletes to improve skills and accomplish higher goals.

11

SEAMLESS SHOPPING EXPERIENCEEASTERN MOUNTAIN SPORTS Online and brick & mortar integration with videos, reviews, inventory information and online reservation/local store pick up.

SALES:FACILITATE THEIR SHOPPING PROCESS WITH RICH PRODUCT INFORMATION, reviews, product comparisons, demo videos and inventory information on your website.

PROVIDE SEAMLESS SHOPPING EXPERIENCES whenever possible. Mobile-friendly websites and free delivery options, inventory transparency are very important to The Achiever.

MARKETING:ESTABLISH A SOCIAL MEDIA PRESENCE on Instagram, Facebook and Twitter. Be sure that your photos and posts easily link to e-commerce capabilities.

ENABLE THEM TO SHARE THEIR PASSIONS AND INTERACT with like-minded peers in social communities.

FOCUS STORYTELLING AROUND THE ACHIEVEMENTS OF ATHLETES in your specialized verticals.

CREATE A BRAND AMBASSADOR PROGRAM that encourages The Achiever to share their activities and passions and use their content to provide a peer-to-peer connection point.

SEEK OUT INFLUENCERS WHO ARE RELEVANT TO YOUR NICHE, have strong followings, and align with your values as a brand.

SEND PRODUCTS TO ACTIVE, ENGAGED SOCIAL MEDIA FOLLOWERS in exchange for reviews and posts.

CONNECT THROUGH TECH: HAVE A STRONG DIGITAL PRESENCE The Achiever spends much of their time on social media sites and company apps, and

their path to purchase most often begins online as they shop extensively for the products

they are in the market for.

SOCIAL COMMUNITIESILOVECLIMBING.COMClimbers share their passion, discover new spots and make new friends. Brands can share tips, promotions on gear and host contests.

USER-GENERATED CONTENTOAKLEY#LiveYours encourages fans to join over 450 Oakley athletes in sharing and celebrating the outdoor places they are obsessed with.