Outdoor Retailer will embed 150 outdoor-focused creators into its August 19-21 trade show floor through a new Wild Reach Initiative, the event’s parent company, Emerald, announced. The program represents a shift from traditional trade show programming toward creator-driven, real-time content production during the event.

Creators will work directly with exhibiting brands through a Passport Program designed around product discovery and demonstration. The initiative focuses on capturing real-time reactions and product interactions on the show floor rather than pre-scripted promotional content.

“This isn’t just an addition to our programming; it’s a fundamental reimagining of what a trade show can be,” said Lindsay Hubley, SVP of the Sports & Outdoor Division at Emerald. “This approach amplifies the energy of what’s happening in Minneapolis far beyond the convention center.”

Brands will gain access to creators for product education, launch moments, and content creation based on direct, firsthand interaction during the event. The program aims to provide exhibitors with a library of show-floor content they can distribute through their own channels after the event concludes.

Outdoor Retailer is selecting a technology partner to support content aggregation, amplification, and real-time reporting on reach and engagement metrics. The system will provide brands with visibility into how creator-generated content performs during the event.

The initiative launches as brands across outdoor and other verticals increasingly rely on creator-led content for product validation and education. According to Emerald’s announcement, traditional retail floor associates historically served as product experts and trust-builders for consumers, a role that has shifted toward creators on platforms like YouTube and Instagram as specialty retail has contracted.

“Brands leave with a library of honest content born onsite, ready to share across their own channels,” Hubley said.

The program focuses on “timely, event-driven show-floor content capturing the energy of the moment,” according to Hubley, rather than post-event content production or studio-based shoots.

The event takes place August 19-21, 2026, at the Minneapolis Convention Center, Minneapolis.