Blogs, podcasts and social media channels provide people interested in the great outdoors with far-reaching inspiration and, frequently, important know-how as well. We see the partnerships with a select group of bloggers, photographers and social media actors as a central aspect of our communications. We consider these partners to be brand ambassadors and “friends of the brand”. We focus in particular on developing a relationship among equals, one that is characterised by fairness and goodwill. We love the many adventures that our partners regularly take us on and can really recommend that everyone follow their channels.