"The Outdoor brand, so weaved into the raw practice of the occupation of both nature as space and The Outdoors in the American conscious, becomes a sort of mediator between the public and nature. In other words, in the US, The Outdoor Brand ennobles itself the middle-man between nature and human, physically: by facilitating endeavors into nature, and psychologically: by maintaining the popular imagination of nature via the dominance of images in its advertising and branding in its depictions of The Outdoors."