COSTA MESA, Calif. (Nov. 5, 2026) — With Black Friday weeks away, brands have a new place to meet holiday shoppers. Today, Popfly, the creator marketing platform built for adventure, launched Popfly Shop, a free destination where shoppers can browse gear guides from trusted creators, athletes and experts.
Popfly Shop launches with thousands of curated storefronts, more than 250 curated collections and gear guides from 100 founding creators. They include pro athletes like Ana Eyssimont and Brooklyn Bell, content creators like @thruhikers, and industry veterans like Stephen Regenold, founder of GearJunkie. Shoppers can browse hundreds of thousands of products from brands like Backcountry, The North Face and Osprey in one place.
Popfly Shop was created for athletes, gear editors, outdoor creators, and brands that want to reach adventure-minded shoppers. In an era of AI-generated content, recommendations from people who have tested the product matter more than ever. That’s why Popfly is investing more than $100,000 in creators ahead of the holiday season, to drive demand to their storefronts and the brands they trust.
“The holiday season is when many brands make or break their year, and it’s when creators’ recommendations carry the most weight,” said Taylor Hoekstra, Founder & CEO of Popfly. “Outdoor commerce has never been about, ‘What do I want to buy?’. It’s always been, ‘What do I want to do, where do I want to go, who inspires me, and what do I need to get there?’ Popfly Shop is the first place built to answer all of those questions by connecting outdoor shoppers with the people who’ve put the gear to the test.”
What it means for brands
Popfly Shop puts brand products in front of shoppers through the outdoor voices they already trust, and connects those recommendations to sales. Brands can connect through affiliate networks including Impact and AvantLink, or join self-serve through Shopify starting at $199 per month. This holiday season, brands on Popfly can get their Black Friday offers featured and sponsor a day during the 15 days of shopper giveaways.
What it means for creators
Until now, most visitors to a creator’s Popfly storefront were their own followers, arriving through their link in bio or an Instagram Story. Popfly Shop opens collections, articles and videos freely to every shopper, so new audiences can discover a creator’s content and picks. With Popfly Shop, creators can:
- Get discovered by shoppers browsing collections and recommendations
- Publish blog-style gear guides and articles with shoppable links throughout
- Build collections and gift guides around the gear they actually use
- Embed YouTube gear reviews with timestamped links to every product they mention
- Earn industry leading commission on the sales they drive
Popfly Shop is now live, just in time for holiday shopping. Brands that want their products in creator gift guides before Black Friday can get started at popfly.com/brands. Creators can set up their storefront at popfly.com/creators.
About Popfly
Popfly is redefining digital storytelling in the adventure space, empowering creators and brands to thrive in the rapidly evolving creator economy. The platform connects brands with creators to collaborate on authentic content at scale. From discovery and creator storefronts to payments and performance tracking, Popfly streamlines every step of your brand-creator collaboration so you can scale brand momentum and revenue.
