Emergent Media Partners with Leatherman® on "Get Rugged With Me," a Creator-Led Social Campaign

Custom video shows how Leatherman tools fit into everyday life and outdoor adventure as part of National Preparedness Month

EL SEGUNDO, Calif., Sept. 16, 2026 /PRNewswire/ -- Emergent Media, a branded content studio and digital publisher, today announced the launch of "Get Rugged With Me," a creator-led social video campaign developed in partnership with Leatherman® & The Shipyard. The organic and paid social content runs through October 8, 2026, timed to coincide with National Preparedness Month.

"Get Rugged With Me" positions Leatherman as the trusted companion that helps people stay ready for anything, from confidently solving unexpected problems to taking on both everyday moments and outdoor adventures. The video applies the classic "get ready with me" video format to leverage the natural tendency of today's social audiences & creators for authentic, practical advice & real-world gear recommendations over traditional advertising.

The debut episode follows outdoor photographer & environmentalist Colleen as she prepares for a multi-day backcountry camping and hiking trip. Through an unscripted, UGC-style lens, Colleen walks viewers through the gear she never leaves behind—including her Leatherman Signal® and Skeletool® CX—demonstrating how the tool integrates naturally into her packing routine & time on the trail.

"Partnering with Emergent on 'Get Rugged With Me' lets us show up in the everyday moments where our tools already live, through voices our audience genuinely trusts," said Hannah Harper, Director, Global Marketing at Leatherman.

The campaign is anchored on Paradise Unmapped, Emergent's outdoor adventure media channel, reaching an engaged audience of outdoor recreation fans, DIY-savvy fixers, and everyday adventure enthusiasts. Distribution spans social posts & paid media across Meta, & includes an interactive Instagram Story poll inviting Emergent's audience to share which Leatherman features they rely on most—insights the brands can use to inform future content & storytelling.

"'Get Rugged With Me' pairs authentic creator storytelling with a brand that earns its place in people's everyday lives, which is exactly the kind of work we set out to do at Emergent," said Jeff Honea, Executive Creative Director at Emergent Media.

About Emergent Media

Emergent Media is a creator-led digital publisher & branded content studio. Powered by our global community of creators and informed by data and insights, we create & distribute content that delights consumers & drives results for brands. 

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Media contact:

Jen Klawin | [email protected]

SOURCE Emergent Media