Recorded answer text · ChatGPT · 4 October 2026
Yes. If by “actually buy” you mean brands with substantial real-world U.S. sales, rather than the brands that dominate outdoor Instagram/TikTok, the picture is pretty different.
### The U.S. outdoor brands people really buy
| Tier | Brands | What's driving purchases |
|---|---|---|
| Massive | The North Face, Columbia | Jackets, fleece, hiking clothes, winter gear; also everyday/lifestyle |
| Very big | Patagonia, REI Co-op, Timberland | Outdoor clothing, fleece, jackets, boots; strong everyday crossover |
| Big in footwear | Merrell, KEEN, HOKA, Salomon | Hiking shoes, trail shoes, walking/running |
| Growing / premium | Arc'teryx, On, Vuori | Technical apparel, trail/running, affluent/younger consumers |
| Camping/gear specialists | YETI, Osprey, Coleman, NEMO, Hydro Flask | Coolers, packs, camping equipment, bottles |
| Still important but more niche | Outdoor Research, Marmot, Mountain Hardwear, Black Diamond, Gregory | Serious hiking, climbing, backpacking |
### The two brands I'd put at the top
The North Face is probably the clearest example of an outdoor brand that Americans actually buy at scale. VF reported $1.76 billion in North Face revenue in the Americas in fiscal 2026, up from $1.61B the year before. Global revenue was about $4.0B. www.sec.gov
Columbia is the other giant that gets overlooked by outdoor-fashion discussions. Columbia brand sales were $2.97 billion globally in 2025, up 2%. www.sec.gov A U.S. consumer survey also found North Face and Columbia were the two most-liked outdoor clothing brands, with more than half of respondents saying they liked each. www-statista-com.libproxy.pcc.edu
### REI is particularly interesting
REI Co-op isn't just a retailer anymore in the consumer's mind. Its private-label gear is genuinely popular.
REI did $3.54 billion in sales in 2025 and has 26+ million members. www.rei.com And during its 2026 Anniversary Sale, customers bought more than 1 million REI Co-op brand items; one sun hoodie alone sold over 51,000 units. www.rei.com
That's a pretty good indicator of what ordinary American outdoor consumers actually put in their carts.
### There's an important distinction
The “coolest outdoor brands” list is not the same as the “brands Americans buy most” list.
For example:
Outdoor-fashion / enthusiast perception
> Arc'teryx → Patagonia → Salomon → HOKA → On → Black Diamond
Actual broad U.S. purchasing
> The North Face → Columbia → Patagonia → REI → Timberland → Merrell/KEEN → HOKA/Salomon
Arc'teryx is a fascinating case: REI named it its overall Vendor Partner of the Year for 2025, and said it was its fastest-growing trail-running apparel brand. But it's still a much more premium/narrow consumer proposition than Columbia or North Face. www.rei.com
### If you're asking because you're thinking about launching/selling an outdoor brand...
Then I'd look at this slightly differently. The sweet spot in America isn't necessarily “hardcore mountaineering.” It's increasingly:
hiking + travel + everyday clothing + fitness + casual wear.
That's why brands like The North Face, Columbia, Patagonia, Merrell, KEEN, HOKA and Vuori have much broader commercial potential than a pure expedition brand.
And the interesting thing is that REI itself says its members want it to retain functional outdoor gear alongside casual/lifestyle products. www.rei.com
If you want, I can also dig into actual U.S. sales/market share and rank the top 20 outdoor brands Americans buy, including estimated annual revenue, typical customer, price point, and which brands are growing vs. declining.
