Halfdays: Breaking the Norm in More Ways Than One

Not all outdoor consumers are drawn to "top-of-mountain" products and communication.

Outdoor Brands to Keep On Your Radar: Halfdays

This week, we spotlight Halfdays, a women-specific ski brand redefining how we think about outdoor products and communication.

This is a brand I commonly reference with clients and students when discussing how not all outdoor consumers are drawn to "top-of-mountain" products and communication.

One of the biggest misconceptions in the outdoor industry is that the only way to connect with consumers is through this type of communication—imagery and messaging focused on extreme locations, conditions, and activities. While this approach has its place, it’s not the only way to connect authentically with today’s outdoor enthusiasts.

As I highlighted in my 2025 Sports and Outdoor Predictions, the concept of “mid-mountain” product and communication—approachable, stylish, and designed for real-world use—is increasingly resonating with a growing segment of consumers. Halfdays is a perfect example of a brand leaning into this opportunity.

Olympic athlete Kiley McKinnon - who founded the company - set out with the mission to create ski wear designed by women, for women. Halfdays is redefining what stylish and functional ski apparel can look like. Their designs prioritize modern aesthetics, comfort, and performance, while meeting the specific needs of female skiers.

From tailored ski jackets to thoughtfully designed bibs and pants, Halfdays offers products that perform on the slopes while also looking great at après-ski gatherings. It’s this combination of performance and style that makes them stand out in a market often dominated by unisex or men’s-first designs.

While traditional outdoor brand messaging centered on extremes can feel alienating to many consumers, Halfdays takes a more inclusive approach. They authentically celebrate making the outdoors accessible—no matter your skill level.

Halfdays — Thank you for showing us that you don't need to be extreme to connect with outdoor enthusiasts. Keep up the amazing work!

Do you have a brand you think I should highlight? Please share in the comments.