Leatherman pivots to creator-led content with Get Rugged With Me campaign

The debut installment features outdoor photographer and environmentalist Colleen preparing for a backcountry expedition. Instead of scripted advertisements, the campaign highlights the Leatherman Signal and Skeletool CX as essential components of her packing routine, demonstrating their utility in both everyday scenarios and rugged terrain. By adopting the aesthetic of user-generated content, the partnership aims to reach audiences who prioritize real-world gear recommendations over corporate messaging.

Distributed through Emergent Media’s outdoor channel, Paradise Unmapped, the campaign leverages Meta platforms to engage a demographic of DIY enthusiasts and outdoor adventurers. Hannah Harper, Director of Global Marketing at Leatherman, noted that the strategy allows the brand to integrate into the daily lives of consumers through voices that already hold audience trust. The effort includes interactive Instagram polls designed to gather consumer insights on tool usage, which the brands intend to apply to future content development.