How Outdoor Brands are Adapting to Global Disruptions

The global supply chain has been hit hard in recent years, and the outdoor gear industry is no exception. From raw material shortages to unexpected shipping delays, manufacturers have had to rethink how they source, produce, and deliver their products. Despite these challenges, some outdoor brands are rising to the occasion by adopting innovative strategies that not only keep production on track but also set them up for long-term success.

Facing the Challenges Head-On

For companies in the outdoor industry, the supply chain disruptions of the past few years have highlighted vulnerabilities, particularly around sourcing key materials like nylon, polyester, and specialty metals used in outdoor gear. Brands that rely heavily on overseas manufacturing have experienced significant delays, leading to product shortages and frustrated customers.

However, some manufacturers have used this disruption as an opportunity to rethink their supply chains entirely. “The supply chain crisis forced us to evaluate everything, from where we source our materials to how we manage inventory,” says Greg Walters, COO of PeakTech, a leading hiking and camping equipment manufacturer. “We quickly realized that to stay competitive, we needed to make our supply chain more resilient and adaptive.”

Localization and Nearshoring

One major shift has been the move toward localization and nearshoring—sourcing materials and manufacturing closer to home to reduce reliance on overseas suppliers. This strategy has not only helped brands navigate shipping delays but also enabled them to have better oversight of production quality.

Patagonia, for example, recently shifted part of its production back to North America, sourcing eco-friendly materials locally and working with regional manufacturers. This move has allowed the company to reduce its carbon footprint while ensuring that production timelines are more predictable.

Diversifying Suppliers

Brands are also taking steps to diversify their supplier base. Instead of relying on a single supplier for critical materials, many outdoor companies are building relationships with multiple vendors to ensure a steady flow of resources. This approach creates flexibility in the event of supply disruptions and allows brands to adapt more quickly to market changes.

“We used to have one or two key suppliers for fabrics and components,” says Walters. “Now we’ve expanded that network to several trusted partners across different regions, so we’re not caught off guard if one supplier experiences issues.”

Technology to the Rescue

Technology has played a crucial role in helping outdoor brands adapt to supply chain challenges. Digital platforms that offer real-time visibility into inventory levels, production schedules, and shipping timelines have become essential tools for manufacturers looking to stay agile.

Brands are also leveraging predictive analytics to anticipate supply chain disruptions before they occur. By analyzing global trends and tracking potential bottlenecks, companies can make informed decisions about where to allocate resources and how to avoid future delays.

Sustainability in the Supply Chain

Interestingly, the challenges facing the global supply chain have also sparked a renewed focus on sustainability. Many outdoor brands see this as an opportunity to build a more responsible and eco-friendly supply chain from the ground up. By partnering with suppliers who prioritize sustainable practices, companies can reduce their environmental impact while appealing to eco-conscious consumers.

REI, for example, has doubled down on its commitment to sustainable sourcing. The company now requires its suppliers to meet stringent environmental and ethical standards, ensuring that their products are not only high-performance but also responsibly made.

The Road Ahead

While the supply chain disruptions have been challenging, they’ve also paved the way for long-lasting improvements across the industry. Outdoor brands that embrace these changes are positioning themselves for future growth while creating more resilient, sustainable supply chains.

For companies in the outdoor industry, the key to success will be staying flexible, adopting new technologies, and finding innovative ways to turn supply chain obstacles into opportunities. As Walters puts it, “This crisis has forced us to become better, faster, and smarter. The lessons we’ve learned will benefit us for years to come.”