Custom video shows how Leatherman tools fit into everyday life and outdoor adventure as part of National Preparedness Month
Emergent Media has developed "Get Rugged With Me," a creator-led social video campaign, in partnership with Leatherman® and its agency, The Shipyard. The organic and paid social content runs through October 8, 2026, timed to coincide with National Preparedness Month.
"Get Rugged With Me" positions Leatherman as the trusted companion that helps people stay ready for anything, from solving unexpected problems to taking on both everyday moments and outdoor adventures with confidence. The video applies the classic "get ready with me" video format to everyday-carry culture, leveraging the natural tendency of today’s social audiences to trust creators for authentic, practical advice and real-world gear recommendations over traditional advertising.
The debut episode follows outdoor photographer and environmentalist Colleen as she prepares for a multi-day backcountry camping and hiking trip. Through an unscripted, UGC-style lens, Colleen walks viewers through the gear she never leaves behind—including her Leatherman Signal® and Skeletool® CX—demonstrating how the tool integrates naturally into her packing routine and time on the trail, before the piece transitions into real adventure footage from her trip.
“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.
The campaign is anchored on Paradise Unmapped, Emergent's outdoor adventure media channel, and amplified across Emergent's broader Paradise network, reaching an engaged audience of outdoor recreation fans, DIY-savvy fixers, and everyday adventure enthusiasts. Distribution spans organic social posts and paid media across Instagram and Facebook, and includes an interactive Instagram Story poll inviting Emergent's audience to share which Leatherman features they rely on most—insights the brands can use to inform future content and storytelling.
"'Get Rugged With Me' pairs authentic creator storytelling with a brand that earns its place in people's everyday lives, which is exactly the kind of work we set out to do at Emergent," said Jeff Honea, Executive Creative Director at Emergent Media. "We wanted to show how Leatherman is woven into real moments of preparation and adventure, which is what makes the content resonate with our audience."
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