Brief
Support YETI's commitment to building meaningful connections within the outdoor community by partnering with grassroots organisations that are making the outdoors more accessible, inclusive and welcoming for all.
As part of a year-long community impact programme conceived and delivered by Intent, YETI partnered with Black Girls Hike, Europe's largest outdoor community for Black women. The objective was to create meaningful, long-term support that enables community leaders to continue delivering life-changing outdoor experiences whilst removing barriers to participation.
Results
The programme demonstrated how brands can create genuine impact by investing in communities rather than simply marketing to them.
Through a year-long programme designed and delivered by Intent, YETI provided meaningful support that enabled Black Girls Hike to continue expanding its reach, empowering volunteer leaders and creating more opportunities for women to access nature and the outdoors.
The collaboration strengthened YETI's credibility within the outdoor community, generated authentic storytelling opportunities and delivered a lasting legacy beyond individual campaign moments.
Most importantly, it enabled Black Girls Hike to focus on what they do best: building confidence, connection and belonging in the outdoors for thousands of women across the UK.
Outcome
Intent developed and delivered a year-long programme of community activity designed to help Black Girls Hike continue doing what they do best: creating welcoming, inclusive spaces that connect women with the outdoors.
The programme combined product support, community experiences, content creation and event partnerships, ensuring YETI's investment delivered meaningful impact throughout the year rather than through a single campaign moment.
As part of the programme, YETI supported a series of community-led experiences, including the annual Black Girls Hike Retreat and guided countryside walks across the UK.
Rather than creating a traditional brand activation, the programme focused on supporting the people already driving change. YETI provided practical equipment, including flasks, bags and outdoor essentials, helping volunteer walk leaders and participants spend longer outdoors, stay comfortable and continue creating meaningful experiences for their communities.
The partnership celebrated the power of community, representation and connection, placing Black Girls Hike members and leaders at the centre of the story.