The Outdoor Industry Association (OIA) and Hanson Dodge Creative (HDC), a Milwaukee-based marketing firm with long experience with outdoor brands, have announced a partnership to build a deeper understanding of the evolution of the outdoor industry's needs and to engage more brands and retailers in OIA. HDC will conduct research and gather insights as a basis for a set of recommendations. OIA unites and serves more than 1,300 manufacturer, supplier, sales representative and retailer members, and is the title sponsor of the Outdoor Retailer trade show.