El Segundo, Calif. – September 19, 2026 -- Emergent Media has launched "Get Rugged With Me," a creator-led social video campaign built with Leatherman and The Shipyard, running through October 8, 2026 to align with National Preparedness Month.
Campaign adapts "get ready with me" format to position Leatherman as everyday-ready gear
The debut episode features outdoor photographer and environmentalist Colleen preparing for a multi-day backcountry camping and hiking trip. In an unscripted, UGC-style video, she highlights gear she never leaves behind, including the Leatherman Signal and Skeletool CX, showing how the tools fit into her packing routine and time on the trail.
Distribution centers on Emergent's outdoor channel Paradise Unmapped and paid Meta placements
The content is anchored on Paradise Unmapped, Emergent's outdoor adventure media channel, targeting outdoor recreation fans, DIY-savvy fixers and adventure enthusiasts. Distribution includes organic social posts and paid media across Meta, plus an interactive Instagram Story poll asking audiences which Leatherman features they rely on most, generating insights the brands intend to use for future content.
Leatherman marketing chief frames the campaign as trust-based product placement
"Partnering with Emergent on 'Get Rugged With Me' lets us show up in the everyday moments where our tools already live, through voices our audience genuinely trusts," said Hannah Harper, Director, Global Marketing at Leatherman.
Jeff Honea, Executive Creative Director at Emergent Media, said the campaign pairs authentic creator storytelling with a brand that earns its place in people's everyday lives.