Brendan Leonard, writer and creator of the blog semi-rad.com, recently penned a very smart guest post on the Outdoor Research blog about the nature of sponsorship in the outdoor industry. His basic premise is that people passionate about the outdoors can be valuable as “influencers” and brand ambassadors, even if they are not totally rad at their activity of choice. In the article, he explains that Outdoor Research actually did make him a sponsored athlete — “The Least-Talented Sponsored Athlete in the Outdoor Industry,” as he puts it. Leonard’s article, like his blog, is well written and insightful, but there’s one very important thing he’s leaving out. He actually is rad, just not at the things that normally garner sponsored-athlete status.
First, it’s important to know that Leonard’s whole blog revolves around passionate people who do cool things that aren’t going to make the covers of “the mags” any time soon. The blog’s tagline is: “The Relentless Pursuit of the Everyman’s (and Everywoman’s) Adventure.” It’s as if Leonard looked at all the outdoor media, with all the faster/stronger/bolder pro-athlete profiles, and asked “What am I, chopped liver?” He isn’t the first person to feel that the things that inspire him about the outdoors aren’t the things he’s finding in the established media. But he is one of the few who are actually doing something about that disconnect. And he’s doing it well.
As a former magazine editor and current outdoor industry minion, I’ve fielded many article pitches and seen many sponsorship requests from people who are “semi-rad” (or even not-at-all-rad, which is something else entirely). The thing that makes one semi-rad person really exciting and another not, however, is storytelling. Can they write a paragraph, take a picture, or shoot a video that makes us feel the way they feel when their passions are up? That, for most people, is the missing ingredient. It’s easy to forget, but passions are like asses and elbows; everyone has ’em. To inspire — now that’s another trick altogether.
So getting back to Leonard’s article, yes, the semi-rad can be worthy of attention and even some level of sponsorship, but not just because they have passion. What Leonard is omitting in his own modest self-appraisal is that he is rad, just not necessarily at climbing or skiing or biking or whatever. He is a fully rad writer whose stories make people feel his passion. He’s published a lot of work and is a Contributing Editor for the website Adventure Journal and the Media Editor for Mountain Gazette. A great example of his rad writing can be found here, in this very personal post about the value of climbing as a replacement for other, really dangerous lifestyles, like alcoholism.
The truth is, having passion is great if you’re the passionate one, but if you can’t share it with the rest of us, that value can only spread so far. Luckily, there’s Brendan Leonard — a rad writer making a strong case for the semi-rad climbers of the world.