Leland Kohere is the marketing manager at Osprey Packs, one of the most trusted names in outdoor gear. He oversees their athlete program, field marketing, content, and social media. And after five years on the inside, he has a pretty clear view of what works and what does not when it comes to building a brand that people in the outdoor industry actually respect.

Osprey launched a major run campaign this year behind the redesigned Duro, Dyna, and new Pro series vests. That product took four years to develop with their athlete team. And the marketing behind it was just as deliberate.

Leland joins Long Run Labs to talk through how Osprey thinks about athletes versus ambassadors versus UGC creators, why they are not a podium driven brand, and what it actually means to show up authentically in a space where people can see through the fluff immediately.

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