I'm not sure if anyone is tracking this, but I swear there is a new "micro-site" launched  in the outdoor space at least once per week.  Here is the most recent new from Brooks who recently went the Facebook route to help foster that "emotional connection" so many outdoor brands seek:

Brooks Launches Facebook Application for Runners

From the article, here is what Brooks is attempting to do:

As members of the Brooks Running Club, users can:

    * Share Running Progress: Post running goals, daily mileage, PRs, race results, and upcoming events to your Facebook profile page
    * Connect with Other Runners: Find running buddies in your local area, form running teams, host running-themed events
    * Inspire Others: Throw a water bottle, share a gel, present a trophy, and send fun Superpokes to help spread Brooks’ ‘Run Happy’ vibe!
    * Win Prizes: Members have access to periodic free drawings for Brooks shoes and running gear

And Meredith Han (Director of Online Marketing) notes:

"In creating the Brooks Running Club application, we wanted to give runners a way to come together, encourage each other and share their passion for the sport. What better platform to achieve that through than Facebook?”

So here is my take.  In my next post, I'm going to write down a list of all the outdoor brands who are attempting to do this.  Nike+ was there first, has seen a great amount of traction and now nearly every outdoor brand under the sun thinks that in order to foster sales growth, they need a place where their consumers can "hang out" and connect with the brand.

But is that really what they are doing?  Aren't they hanging out with fellow runners (as in this case?)  But what if your favorite runner buddy happens to wear Nike?  What if you are a hard core climber who loves Petzl, contributes photos to the Petzl site, but all of your buddies hang out say on Rockclimbing.com?

Although the outdoor industry is trying to grow its base where they can, in the long term I think the idea of having smaller and smaller communities of enthusiasts aligned with a single brand will do more harm than good.

And if in the case of Brooks what they are trying to do is just be cool and connect with consumers that is fine.  As long as they know upfront what the value of each new FaceBook  member is worth, and in total that the worth to the community is greater than the worth to the brand.  Because if it isn't, then it will not grow.

At this point, I can assure you there are more "stalled" outdoor communities than there are ones who are growing.  Brands need to pay much closer attention to this fact.

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