Outerknown is a sustainable clothing brand co-founded by pro-surfer Kelly Slater, offering coastal-inspired, eco-friendly apparel for men and women.
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See all ads on AdLibrary →Outerknown is a sustainable surf and lifestyle apparel brand co-founded by 11-time world surf champion Kelly Slater in 2015. The brand uses ocean conservation narratives — including Kelp Forest regeneration partnerships — as a core paid media proof point, targeting eco-conscious surf and outdoor consumers.
Outerknown's ads lead with mission before product — ocean footage, Kelp Forest restoration imagery, and supply chain transparency claims prime the audience before any purchase CTA. Kelly Slater's presence is used sparingly but strategically in brand-awareness creative. See Outerknown's current ads on AdLibrary to study how they blend environmental storytelling with direct response.
Instagram is the primary paid channel for Outerknown, where ocean photography and lifestyle imagery perform well. Reels featuring behind-the-scenes supply chain footage generate strong engagement. Facebook is used for retargeting with product-specific carousel ads featuring S.E.A. JEANS and organic cotton collections.
Copy themes: 'For the ocean, by the ocean,' supply chain certifications (Fair Trade, bluesign), and percentage-of-proceeds ocean partnerships. Product copy highlights material innovation — recycled fishing nets, ECONYL — rather than fit or style alone. Tone is earnest and values-forward without being preachy.
Outerknown demonstrates that founder celebrity equity is most powerful when used as proof of values, not as a sales hook. Their sustainability content converts because it's specific and verifiable — Kelp Forest acres, supply chain certifications — not vague green claims. Mission-led brands that audit their own supply chains earn trust that outperforms discount-driven competitors.
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