Everyone in this industry knows the problem by now: The rise of online shopping has turned the traditional outdoor marketplace on its head. Consumers now turn to the internet first when they need new gear; brands seize the chance to sell it directly through their own websites or on Amazon; brick-and-mortar retailers are left scrambling. Less obvious? The solutions. SNEWS has partnered with Mike Massey, founder of the online marketing platform Locally (which makes it easier for brands to refer buyers to nearby retailers for the sale), to examine how brands and specialty retailers can work together to everyone’s benefit. In this original series, The Outdoor Retailer Playbook, we examine several key principles (previewed here) for making the brand/retailer relationship even stronger in this brave new world.