The model

Travel and outdoor brands, action sport athletes, and destinations are part of the same world — yet mostly operate separately.

The Outsiders connects them through our unique format — Content Residencies. Content Residencies are a defined period of time that brings these worlds together and turns real life adventure into content, distribution and commercial outcomes at the same time.

How it works

A Content Residency runs across a set period in a destination — typically 1–2 weeks.

Athletes travel to the destination and experience it.
World-class filmmakers and photographers are embedded, capturing it as it unfolds.
Premium short-form social content is shared daily to a central channel, with athletes and partners collaborating on posts — creating shared distribution.
Asset selections are delivered at the end of the residency for further licensing for brands and destinations.

This is not a shoot.
It’s a system.

How it builds

Instead of creating individual assets, the format builds momentum.

Content compounds across:

• the storytelling arc of travelling to a destination

• rolling days — starting with high energy to capture attention, then flowing with the experience

• people and perspectives

The conditions are set for everyone to have a great time — which is what drives the content.

That’s where the context comes from.

Not a single moment.
A continuous experience, across a defined period of time.

Something people can follow — and step into themselves.

How it scales

Multiple brands and partners participate within the same Content Residency.

By sharing production costs, high-quality outcomes are achieved using less budget than a single-brand execution.

Distribution is shared.

That’s where the efficiency comes from — and where the outcomes compound.

What it delivers

For brands
Visibility in the environments their products are actually used in — with content that continues beyond the Content Residency.

For destinations
A way to connect people to place — and drive visitation through experiences people can go and book.

For audiences
Something they can act on and step into — not just wish they could experience for themselves.

Proof

Two successful pilot residencies in New Zealand with Defender, Nikon and Helly Hansen delivered, on our new IG channel alone (not including athlete and partner channels):

• 106,000+ organic views (from <250 followers)

• 2,900+ engagements

• 40+ saves

Alongside direct outcomes, including a Defender sale and travel enquiries.

Scale

This is now rolling out as our first global series. A connected run of Content Residencies across Japan, North America and New Zealand.

10 destinations.
30M+ combined audience across athletes, creators and partners.

Each Content Residency operates within the same repeatable format — allowing scale without rebuilding from scratch.

More destinations.
More partners.
More shared distribution.

The system stays the same.
The impact compounds.