Back in May of this year we asked if any of our customers or supporters would like to join Nordic Outdoor as a brand ambassador. We were blown away by the response this received. Over 250 applications came through from people up and down the country who love the outdoors and wanted to come along and help us road test some of the best kit from Scandinavia and further afield.

After whittling down the applications and chatting with everyone who reached out we’re delighted to introduce the Nordic Outdoor Ambassadors, Class of 2023. Over the next few months you can follow our small team of intrepid explorers and adventurers on their social channels to see some of our best clothing and equipment being road tested in the wild.

Now that our Ambassador Programme is fully live we are welcoming further applications to join us from Spring Summer 2024. If you think you could help us in spreading the word about Nordic Outdoor then send us an email with a little bit about yourself to [email protected] – while we’ll aim to get back to all applicants this may take a little while at peak times.

For now, let’s meet the first batch of Nordic Outdoor ambassadors and learn a little more about them.

Luke Butler (aka @oilukey)

The perfect representation of the modern outdoors. London based Luke is equally as concerned with function and style – kit needs to not only function but should look good at the same time. We’ve been massive fans of Luke’s adventures for a while now – watching him tackle the Pennine Rally, hike through Lauterbrunnen and exploring the Cairngorms with friends.

Keep an eye out for Luke sporting some of the newest kit from Klattermusen, road testing some new designs from 66°North and getting hands on with the best in outdoor cooking equipment from the Japanese masters, Snow Peak.


Michael Fitzgibbon & Johanna Johansson (@fitzy_adventure & @jotothehansson)

If you’re a regular in our Bruntsfield store then you might recognise Mike and Jo. Not that they work in the store, they are just some of our most loyal customers! Having spoken with the couple many times in the past they were number one on our wish list when we set out to launch the ambassadors programme and we’re delighted to have them on board.

Having recently moved from the city to the West Coast, Mike and Jo are two of the most avid outdoor lovers we’ve ever come across. From hiking, camping, paddleboarding and cycling, this pair have an insatiable appetite for all things outdoors. From what we can deduce they spend 90% of evenings cooking outside on the Snow Peak Takibi Grill and while Mike is often seen in their posts the rumour is that Jo is the Head Chef.

Both Mike and Jo are huge proponents of the wellbeing benefits that spending time outdoors can offer and we’re huge fans of the work they are doing to try and encourage people to put down the phone and get into the wild. Even the smallest adventure can offer transformative results and we are incredibly excited to see what West Coast adventures the pair get up to over the Winter months.


Catherine Faye (aka @yorkshire_blonde_adventures)

Yorkshire based Catherine and her two (adorable) dogs can be found roaming the Peak District or Lake District most weekends. Using the outdoors as an escape for a busy 9-5 lifestyle Catherine takes every opportunity to hit the hills with Monty and Willow sharing tents, paddleboards, and kayaks in the process.

While we have been working through the deliveries and organising stock for Autumn Winter we have been living vicariously through Catherine’s adventures big and small. As one of the most avid YETI fans we have ever encountered you should expect to see a lot of coolboxes, mountaintop coffees and a la carte dining from Catherine over the Winter months.



Greg & Emily Barnard (@exploringemily & @greg_goesplaces)

As part of the ambassador application process we asked what adventures were ‘booked in the diary’ for our applicants and the list that Greg and Emily sent back was second to none! It seems like there’s not a week that goes by without this couple exploring some of the most beautiful spots that the UK has to offer. When we caught up with Emily and Greg we were instantly taken by their appetite for adventure and belief that enjoying ourselves and the outdoors is the best investment we can make.

As a professional photographer Emily has a knack for catching some of the best sights from the couples trips while Greg has an infectious desire to try his hand at something new at every opportunity. From Bushcraft courses in Mull to Christmas mountains in the Lakes (with some weekend Van Camps wedged in) we are over the moon that we get to share in this couples Winter adventures. Keep an eye out for the couple roadtesting some of the newest arrivals from Fjallraven, Light My Fire and Gransfors Bruk in the coming months!


Now that we’ve got our first team of ambassadors announced it’s time to get testing! Our Autumn Winter collections will start landing online and instore at the end of August and with some exciting trips in our ambassador’s diaries we can’t wait to see how it holds up to their Winter demands.

If you’ve been inspired by any of our ambassadors or want to be involved in future projects then drop us a line at [email protected] and let’s chat!