A new cultural movement is redefining outdoor and sports culture, blending creativity, community, and adventure. Dubbed The New Creative Collectives, these groups are reshaping what it means to engage with the outdoors. Drawing on insights from our conversation with Simon Stenborg, Creative Lead at Klättermusen, and findings from The NXT Outdoor Consumer report, this article explores how these collectives transform the industry and what it means for brands.
What began with urban running clubs during the pandemic has evolved into a cultural phenomenon. Activities like trail running, ski touring, and gravel biking are no longer solitary pursuits. Instead, they are creative and social hubs where individuals forge connections, share experiences, and co-create culture.
In the report The NXT Outdoor Consumer based on 2500 respondents in Sweden Denmark Norway and Finland, the collectives get characterized by three defining features:
- Cultural and Creative Expression
These collectives are as much about artistic and cultural innovation as they are about outdoor activities. Members often document their experiences through photography, music, and design, turning outdoor pursuits into creative expressions. This intersection of sport and art gives the collectives their distinct identity. - Innovation and Experimentation
By integrating outdoor gear into everyday fashion, these groups have spurred trends like performance wear as streetwear. Yet, this is just the surface. At their core, the collectives experiment with new ways of engaging with their passions, inspiring brands to innovate in product design and storytelling. - Cultural Influence and Sustainability
Sustainability is an underlying value for many collectives. While not always their primary focus, members often gravitate toward brands that share their environmental consciousness. For companies, embracing sustainability is no longer optional—it is essential for fostering authentic connections with this audience.
Brands that recognize this shift and embrace it will not only engage with today’s consumer but will also carve out a space for themselves in the future of the industry.
A Conversation with Klättermusen
Klättermusen, a brand known for its commitment to both functionality and heritage, has become a key player in supporting this new cultural movement. We spoke with Simon Stenborg, Creative Lead at Klättermusen, to understand how the brand interacts with and supports these creative outdoor collectives.
How does the creative community interact with Klättermusen, and why do you think they are so attracted to your brand?
— It’s about a shared passion for detail. Creatives, like us, are enthusiasts who love diving into intricate aspects of their craft. Klättermusen’s legacy is built on curiosity, a love for detail, and an often-obsessive passion. Creativity, at its core, is problem-solving—just like mountaineering, where finding new routes is key. The outdoors is all about exploration, and that mindset of discovery is what connects us.
How has the rise of creative collectives influenced the way you design gear or communicate with your audience?
— Our focus remains on creating equipment for the mountains. However, our connection with these creative collectives has shown us new, alternative ways of engaging with the outdoors. It’s inspiring to see these activities evolve and blend into new forms, pushing us to innovate in our designs and materials to better serve these activities in the distinct Klättermusen way.
Do you have specific activities or collaborations that encourage creative engagement from your community?
— We’ve built numerous relationships with amazing individuals within and beyond our field. Many of them are “unsung heroes” whose contributions often go unnoticed. We always look to learn from them while sharing our expertise in return. In cities like London, where access to nature is limited, we organize events like “Knowledge Runs,” combining physical activity with educational talks. We’ve also hosted everything from art shows to wine tastings—expanding our horizons and inviting our community to do the same.
How do Klättermusen’s heritage and sustainability values fit into this cultural movement?
— Sustainability has always been a fundamental part of Klättermusen, not just a trend we’ve recently adopted. It’s how we operate. We don’t make it a big part of our communication because it feels natural to us. That said, perhaps it’s time we actively highlight our sustainability values rather than taking them for granted.
What are your future plans for deepening Klättermusen’s connection with creative collectives?
— We plan to continue building relationships and exploring creativity and passion across different areas. Whether it’s musicians, climbers, or designers—if someone shares our dedication and excitement, we’re always eager to learn and collaborate.
Fredrik Ekström, an editor-at-large at Scandinavian MIND and a brand strategist and founder of Above The Clouds, brings over 20 years of expertise in consumer insights, brand development, and strategic communication. With a unique understanding of the evolving landscape of sustainability and consumer behaviour within the outdoor and lifestyle industries, Fredrik unveils key findings from his latest report, THE NXT OUTDOOR CONSUMER. This report draws on data from 2,500 individuals across Sweden, Finland, Norway, and Denmark.
