Deep relationships are hard to establish between brands and customers, but in-person events and experiences are one path to making that a reality. 9 out of 10 consumers are more inclined to buy from a brand after participating in an experienced-based marketing campaign, and data shows that 80% of respondents feel in-person events are the most trusted marketing channel.
One brand capitalizing on this consumer intelligence is Fjällräven, the outdoor clothing and gear brand. The brand’s Fjällräven Classics are annual trekking events that celebrate the outdoors.
The brand, founded by Åke Nordin in 1960, has always aimed to make outdoor life accessible and enjoyable. Fjällräven Classics were first introduced to encourage more people to embrace long-distance trekking, regardless of their skill level. However, with time, these events evolved into a customer engagement and retention strategy.
Team at Smile
The beginnings: Breaking down barriers for first-time trekkers
The first Fjällräven Classic began in the far north of Sweden in 2005, bringing 152 people together to hike the 110 km from Nikkaluokta to Abisko. It has since expanded to six additional countries and now boasts over 2,000 trekkers per Classic, offering different landscapes and experiences while remaining true to its core mission: to help people experience nature in a sustainable, respectful, and immersive way.
By organizing treks that are designed to be accessible to all, from newcomers to seasoned trekkers, Fjällräven creates a platform for individuals to experience the outdoors together, strengthening the sense of community and deepening participants’ connection to the brand.
Fjällräven experts are also on hand every step of the way—assisting participants with what to pack and how to dress and always offering practical help, encouragement, and mental support along the trek. This is especially valuable for customers who are new to outdoorsmanship. The Classics are gear-heavy activities, and having a guide makes it way less intimidating. In a way, Classics guides act as customer service reps, fielding questions and advising participants on what gear to purchase.
Putting products at the heart of in-person events
While the primary focus of the Fjällräven Classics is the trekking experience, participants naturally utilize Fjällräven gear during these events (although it’s not mandatory). This real-world experience allows trekkers to assess the products’ functionality, durability, and sustainability in outdoor settings, enhancing their understanding and appreciation of the brand’s offering.
Through the hands-on use at the Classics, participants also learn how to maximize the performance of Fjällräven products and materials, inspiring them to feel more confident and prepared for future adventures.
Trekkers get on-site, experienced help, which is a great opportunity for the brand to get to know its customers via an intimate, memorable experience. Everyone who completes the trek gets a patch and medal commemorating the event. At the end of the trek, participants can purchase branded merch, which is one more brand touchpoint built into the experience.
Getting prepped: Educational materials
Fjällraven offers participants various guides to help them prepare for the events, such as guides about modifying trousers with wax and how to pack for a multi-day trek. Fjällraven also shares tips and articles about specific products on its social media. In addition to its website, the brand offers checklists for clothing and gear for the Classics on its social media.
"[The Classic] is not a walk in the park and it shouldn't be. You need to come prepared both physically, mentally, and with the right equipment. Fjällräven Classic is always on nature's terms," said Carl Hård af Segerstad, Global Events Manager and head of all things Classic.
By providing valuable information such as tips, how-to guides, and safety advice, these educational materials build trust and credibility with customers and anticipate their questions as they move throughout the customer journey.
By integrating branded gear into the learning experience, this also creates an environment where brands can naturally introduce product discovery and sales via educational content. When customers see how specific products could enhance their trekking experience, they are more likely to make informed purchasing decisions.
Jonathan Roque
Using social media to build hype and customer excitement
Fjällraven’s social media presence is a blend of storytelling, sustainability advocacy, and community engagement, reflecting the brand’s deep connection to the outdoors and its commitment to environmental responsibility.
The brand uses platforms like Instagram, Facebook, and YouTube to showcase not only its high-quality gear but also the adventures and experiences that come with using it, often highlighting real-life expeditions and personal stories from outdoor enthusiasts.
Fjällräven also builds hype and excitement before The Classics and shares post-event recaps to reengage and retain Trekkers. Moreover, Fjällräven engages with its audience through user-generated content, interactive campaigns, and educational posts, fostering a loyal community of outdoor lovers who share their passion for adventure.
Along with social media, they’ve also launched Fjällräven Classic TV, which was a product of the pandemic. This video series allows people to digitally follow the trekkers journey, and episodes have covered participants in Germany, Denmark, China and Sweden.
Additional events for community-building
Along with the Classic, Fjällräven also hosts Fjällräven Polar, a 300 km dog sled expedition across the Scandinavian Arctic. While the Classics focus on self-sufficient trekking, Polar emphasizes teamwork and resilience in extreme conditions while showcasing Fjällräven’s expertise and product line in cold weather.
Community-building is central to Fjällräven’s marketing and customer engagement strategies. By creating experience-driven events like the Fjällräven Classic and Polar, they foster a loyal customer base that shares core values. The brand shared anecdotally that when individuals physically experience Fjällräven gear in these demanding outdoor settings, they do see LTV go up with those customers.
Jonathan Roque
Using in-person events to build higher customer LTV
Fjällräven Classics leave a long-lasting impression on Trekkers. Surveys with participants show many hikers return to the Fjällräven Classics year after year, whether that’s repeating the same trek in their region or traveling to experience another Classic.
Why does this matter? Fjällräven noticed a strong correlation between participation and long-term loyalty. When individuals physically experience Fjällräven gear in demanding outdoor settings, they build trust in the product quality and brand values. The sense of belonging created through these shared journeys strengthens the emotional connection between participants and the brand.
The Fjällräven Classics are integral to fostering customer relationships and community engagement. The treks are more than just events—they are opportunities for participants to connect with nature and with each other.
Zooming out, it’s clear how these face-to-face experiences allow brands to engage with customers in a more authentic and memorable way, fostering a sense of community and belonging. This personal touch encourages repeat business and builds trust, which is essential for long-term loyalty.
