MANIFESTO
We partner with outdoor and active lifestyle brands that want to grow profitably, sustainably, and with intention.
We believe great growth is built on fundamentals. Advertising should support the brand you’ve built while delivering real, measurable performance. It should make the brand stronger—not noisier. Being on-brand is the floor, not the goal. Results are never vanity; they’re accountable, measurable, and tied to agreed-upon outcomes.
The best growth happens when strong creative is paired with clear economics, repeatable processes, and a deep understanding of what actually moves the business forward.
We start with numbers. Always.
Before scaling spend or launching creative, we align on the fundamentals that matter: MER, CAC, LTV, contribution margin, and realistic growth targets. That strategy becomes the foundation for everything that follows: from paid media across Meta and Google to creative testing and iteration designed to compound over time.
We believe in the power of digital marketing to shape behavior, influence perspective, and drive action at scale. With the ability to reach billions of people, the brands we choose to amplify matter. That’s why we’re intentional about every partnership we form and selective about the work we take on.
We’re not here to sell more stuff for the hell of it. The world has too much noise, and more than enough stuff.
We work with brands that choose the smarter path. Brands that are intentional about what they make, how they grow, and why they exist in the first place. Brands that take responsibility for their impact and care about the role they play in their customers’ lives.
If the goal is fast wins, cheap scale, or squeezing every last dollar out of a trend, we’re not the right partner. We partner with teams building something real—thoughtful, durable, and built to last—because the work matters, and how you do it matters just as much.
The fall line is the fastest, most direct way down the mountain from point A to B. That’s how we work: focused, disciplined, and relentlessly efficient. We move with purpose and have a damn good time doing it.
CORE VALUES
Clarity Over Comfort. We value direct communication, honest feedback, and decisive leadership over consensus. Thoughtful input is encouraged, but once a decision is made, we commit and move forward. We say the thing early so the work can progress.
Respect Through Rigor. We cultivate a culture of respect by taking ideas seriously, holding high standards, and engaging in thoughtful debate. Psychological safety doesn’t mean avoiding tension. It means trusting each other enough to be honest.
Mastery Beats Generalism. We believe depth creates advantage. We focus on what we do best and do it exceptionally well. Specialization, craft, and expertise matter, especially in an industry full of surface-level tactics.
Strategy and Fundamentals First. We don’t guess. We plan. Spend follows strategy, not the other way around. Before scaling or launching, we align on the fundamentals that matter: MER, CAC, LTV, contribution margin, and realistic growth targets. Clarity upfront prevents chaos later.
Systems Over One-Offs. Great ideas should compound. If something works, we document it, systemize it, and make it repeatable. Flow state is valuable, but lasting progress comes from understanding why something worked and building systems that scale beyond any one person.
Accountability Is the Baseline. Everyone owns their work. We follow through on commitments, take responsibility for outcomes, and address problems directly. Accountability isn’t punitive. It’s how trust is built.
Learning That Compounds. Success isn’t the finish line, and failure isn’t the enemy. Progress comes from reflection, not just motion. Every win and loss deserves analysis so the next cycle is smarter than the last.
Growth Over Comfort — With Discipline. We believe in growth over comfort, but not growth at all costs. The digital landscape evolves constantly, and so do we by challenging assumptions, adapting thoughtfully, and prioritizing long-term progress over short-term wins.
Celebrate Progress. We celebrate wins, big and small. Progress matters, momentum matters, and taking a moment to acknowledge good work keeps the team grounded and motivated for the long haul.
Straightforward, Efficient, and Fun as Hell. We believe great work should be straightforward, efficient, and fun as hell, just like our namesake. We’re direct and honest, move fast with purpose, and take the work seriously without taking ourselves too seriously.
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