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Emergent Media and Leatherman's Exciting New Campaign

In a groundbreaking move, Emergent Media, a notable branded content studio and digital publisher, has joined forces with Leatherman, the trusted tool brand, to unveil the captivating campaign titled "Get Rugged With Me." This creator-led social video initiative aims to resonate with audiences by spotlighting real-world gear where it naturally fits into everyday situations and outdoor experiences. The campaign kicked off on September 16, 2026, and will continue through October 8, aligning perfectly with National Preparedness Month.

The Concept Behind 'Get Rugged With Me'

The core idea of the campaign is to portray Leatherman as an indispensable companion for those who embrace life's unpredictability—whether it's addressing day-to-day challenges or embarking on thrilling outdoor adventures. Utilizing a popular video trend, the campaign adopts the "get ready with me" format, which is particularly appealing to today’s social media users. It allows creators to share genuine, practical insights and gear recommendations organically, steering away from conventional advertisements.

A Closer Look at the First Episode

The inaugural episode features Colleen, an outdoor photographer and environmentalist, who prepares for an ambitious multi-day backcountry camping and hiking excursion. Shot in a raw, unscripted style typical of user-generated content, Colleen introduces her essential equipment, prominently featuring the Leatherman Signal® and Skeletool® CX. Viewers gain valuable insights as she illustrates how these tools seamlessly integrate into her adventure planning and experiences in the wilderness.

Hannah Harper, the Director of Global Marketing at Leatherman, shared, "Collaborating with Emergent on 'Get Rugged With Me' allows us to showcase our tools in relatable contexts through voices that our audience genuinely trusts." This approach not only provides authenticity but also aligns with the lifestyle aspirations of outdoor enthusiasts.

Engaging the Audience

The campaign is anchored on Paradise Unmapped, Emergent's dedicated outdoor adventure media channel. This platform already boasts an active community of outdoor recreation aficionados, DIY enthusiasts, and adventure seekers. To enhance interaction, the distribution strategy encompasses both organic social posts and targeted paid media across brands like Meta. As part of this engagement, they introduced an interactive Instagram Story poll that invites followers to share the Leatherman features they depend on the most, creating an avenue for audience participation and feedback. Such insights will be pivotal for shaping future content and messaging strategies.

What Makes This Campaign Unique

"Get Rugged With Me" exemplifies the ideal blend of authentic storytelling and practical brand integration. Jeff Honea, Executive Creative Director at Emergent Media, stated, "This campaign combines genuine creator narratives with a brand that cements its relevance in our daily lives, reflecting our mission at Emergent." By leveraging community-driven content, the campaign is set to resonate deeply with its target audience, transforming how brands engage with consumers through storytelling.

About Emergent Media

Emergent Media is a creator-focused digital publisher and branded content studio. With a robust community of global creators bolstered by data-driven insights, they craft and share content designed to entertain and connect with consumers while delivering concrete results for brands.

For more details about Emergent Media and the exciting "Get Rugged With Me" campaign, visit thisisemergent.com or connect on LinkedIn.

Through initiatives like this, pioneers like Emergent Media and Leatherman are not just promoting products; they are inspiring communities to embrace the spirit of adventure, preparedness, and creativity in their everyday lives.