Swedish outdoor brand Fjällräven and media partner AllGear Digital were awarded “Best Branded Content Site, B2C” at the 2025 Digiday Content Marketing Awards for The Guide to Outside, a content series produced with GearJunkie.
Launched as part of Fjällräven’s Fall/Winter 2024 campaign, the digital project combined storytelling, gear education and sustainability messaging. The guide aimed to help consumers – both new and experienced outdoor users – connect more deeply with nature through cold-weather activity tips, repair tutorials and advice on eco-friendly materials.
“Partnering with GearJunkie allowed us to extend an invitation to the outdoors through high-integrity journalism,” said Nathan Dopp, Fjällräven’s President of the Americas.
Produced by AllGear Digital’s in-house team, the series featured interactive maps, video and a custom microsite, blending editorial insights with brand messaging. It reflects Fjällräven’s broader strategy to inspire responsible and intentional outdoor participation.
