Podcast Summary: The Rock Fight – "Why The Outdoor Industry Needs Its Cool Back"
Podcast: The Rock Fight: Outdoor Industry & Adventure Sports Commentary
Host: Colin True (Rock Fight, LLC)
Guest: Amy Beck (President, Oboz Footwear)
Episode Date: November 14, 2025
Overview
This episode dives deep into the challenges and opportunities facing the outdoor industry in 2025, focusing on the perceived "loss of cool" and the need for renewed energy, community, and authenticity within the space. Host Colin True and his panel (Owen Comerford, producer Dave, and others) sit down with Amy Beck, president of Oboz Footwear, to discuss how a heritage hiking brand navigates a scene dominated by the explosive popularity of trail running, the role of specialty retail, innovation barriers, and what it will take for the outdoor industry to reclaim its identity and cultural edge.
Key Discussion Points & Insights
1. Trail Running Hype vs. The Heart of Hiking
[06:12–10:54]
- Colin introduces the conversation by recognizing trail running as the "category du jour" in the outdoor industry and asks Amy Beck how Oboz—a brand rooted in hiking—feels about the industry's current obsession.
- Amy Beck: "Trail running for us is just hiking a little bit faster." [06:41]
- While Oboz has products like the katabatic line that can transition between hiking and trail running, they resist chasing labels:
- Amy Beck: "We're making product that is suited for the trail. We're just not out there positioning it 100% all the time as trail running. [...] That's not where we are focused right now." [07:09]
- The group discusses how consumers use hiking and trail running products interchangeably, often ignoring marketing boundaries set by brands.
2. Hiking as the Industry’s Core – But Lacking Recognition
[09:41–10:54]
- Despite being the most accessible and common activity in the outdoor industry, hiking doesn't get the same cultural attention or cachet as more niche sports.
- Amy Beck: "Hiking doesn't have an advocate out there, and most people do it." [10:14]
- Oboz launched its "Love Hiking" campaign specifically to give hiking the love and advocacy it deserves.
3. The Vital Role & Tactics of Specialty Retail
[10:54–13:44]
- Oboz scored a perfect 100 in the show's "Brand Retailer Partnership Rating," reflecting their strong, ongoing commitment to specialty retailers.
- Amy Beck: "Specialty retail is the backbone of how our business even became. We wouldn't be who we are today without specialty retail." [11:44]
- Oboz only started selling direct-to-consumer in 2021, years behind most competitors, to preserve its commitment to retail partners.
- Amy recalls founder John Connolly’s anti-ecommerce stance at trade shows: "He put placards...with a shopping cart with a circle and a red line through it doubling down on no E Commerce. And I was like, oh amazing. We might need to rethink that." [12:40]
4. Navigating International Ownership & Market Dynamics
[13:44–16:42]
- Discussion on the pros and cons of Oboz's parent company, KMD Brands (formerly Kathmandu), being based in New Zealand.
- Amy Beck: "It’s a two-way street, which is pretty nice. They want us to win...and learn from us about the US market, which is wildly different than the New Zealand and Australian market." [14:31]
- Recent financial challenges and new leadership at the parent company have spurred a refreshed focus on consumer experience, product, and revitalized brand strategy.
5. Innovation Barriers and the Push for Authentic Brand Experience
[16:42–18:04]
- There’s tension between retailer/consumer desire for tried-and-true products and the need for brands to innovate.
- Amy Beck: "Sometimes the industry actually just pulls you back...get more Sawtooth, more of this, or more of that. It’s so hard." [17:16]
- She emphasizes that innovation isn’t just in product, but in forging authentic connections and storytelling to change lives through the outdoors.
6. What’s Missing in the Outdoor Industry Today? The Loss of ‘Cool’ and Community
[18:04–24:41]
- Beck and True reminisce about their early days in the industry, which felt rebellious and subcultural; now, with increased participation, there’s a feeling that identity and belonging have diminished.
- Amy Beck: "There's an energy...that's missing. And that kind of cool factor. We're losing a bit of this industry used to." [18:32]
- Colin True: "It's an identity thing...it was kind of a contrarian subculture driven industry...now...participation is increasing and people know more about getting outside. But then for us kind of old timers...you hear that pushback...‘get back to the core.’" [19:10]
- Declining retention: More people dabble in outdoor activities, but aren’t staying engaged long-term.
- Beck points to the running industry as an example: "They've diversified their consumer...and they're building community at a level that—what's our version of that? ...We have to diversify our consumer." [19:42]
- The hosts agree the outdoor industry needs new ways to build community, create energy, and keep people connected and engaged.
- Beck: "If we don't stand for what we're selling, then what in the world are we doing, right? I mean, what's the reason to believe?" [21:47]
- The role of media and brands as "cheerleaders" for the industry is underlined.
- Producer Dave: "Media landscape, we need cheerleaders. And brands have to be cheerleaders and they have to support our messaging." [22:06]
7. Oboz’s Approach: Grassroots and Real Connection
[23:26–24:41]
- Oboz is focused on grassroots efforts and fostering real community, seeing hiking as a powerful means to build connection and vulnerability.
- Amy Beck: "When you hike, you can have conversations that you don’t normally have...you find more sames than differences. So if we can get more people in that community feeling...then I think we can bring brands together, customers together, retailers, whatever...because we want to get outside. That's what drives us." [23:26-24:41]
Notable Quotes & Memorable Moments
- Amy Beck [06:41]: "Trail running for us is just hiking a little bit faster."
- Amy Beck [10:14]: "Hiking doesn't have an advocate out there, and most people do it."
- Amy Beck [11:44]: "Specialty retail is the backbone...We wouldn't be who we are today without specialty retail."
- Amy Beck [17:16]: "Innovation comes in the form of more than just product. Where we can really innovate is that connection, that authenticity..."
- Amy Beck [18:32]: "There's an energy...that kind of cool factor. We're losing a bit of this industry used to."
- Amy Beck [19:42]: "We have to diversify our consumer. And I mean that in a lot of different ways."
- Amy Beck [21:47]: "If we don't stand for what we're selling, then what in the world are we doing, right?"
- Colin True [19:10]: "It's an identity thing...it was kind of a contrarian subculture driven industry."
- Producer Dave [22:06]: "Media landscape, we need cheerleaders. And brands have to be cheerleaders and they have to support our messaging."
- Amy Beck [23:26]: "When you hike, you can have conversations that you don't normally have...you find more sames than differences."
Important Timestamps
- 06:12: Start of Amy Beck interview—Oboz and trail running
- 10:14: Oboz’s “Love Hiking” campaign and the importance of advocating for hiking
- 11:44: The central role of specialty retail in Oboz’s business
- 12:34: The founder’s strong stance against e-commerce and the eventual pivot
- 13:44: Discussion of international ownership (KMD Brands) and its effects
- 17:16: Amy discusses the industry’s resistance to innovation and the value of authentic brand experience
- 18:32: What’s missing today: energy, cool factor, and a sense of belonging
- 19:42: The need to diversify the outdoor consumer and build true community
- 21:47: Brands and the necessity to stand for something
- 22:06: Media as cheerleaders for the outdoor world
- 23:26: Oboz’s grassroots philosophy and building community through hiking
Tone & Style
The conversation is candid, irreverent, and genuine—true to "The Rock Fight" ethos of slaying sacred cows and encouraging honest debate. Amy Beck is forthright, passionate, and occasionally humorous, as are the hosts. The tone conveys deep love for the outdoors, skepticism toward industry spin, and a clear call for the sector to reclaim energy, authenticity, and its role as a welcoming, engaging community.
Summary Takeaway
The outdoor industry, while thriving in participation, is at risk of losing its cultural edge and sense of collective identity. Brands like Oboz—rooted in hiking and real connection—see opportunity in embracing their core, resisting trends for trends’ sake, and doubling down on authenticity, community, and innovation not just in products but in experiences and advocacy. The episode issues a clear call for the industry to stop talking and start acting—fostering real community, adopting bold stances, and bringing 'cool' and excitement back to the outdoors.