It was essentially born out of the common quarter-life crisis. You know what we’re talking about: the nagging feeling that you were meant to do something more, something better with your life. Native Oregonian Tim Leatherman, back from a 9 month excursion with his wife, soon felt the weight of uncertainty. He wanted to create something that would be useful, something that would help people. An avid traveler and adventurer, both in and outside of Oregon’s bounds, Tim found himself often unprepared with the unpredictable circumstances that come with adventure. Tim thought of the idea of a multipurpose tool that would help prepare people for the unexpected. After years of toiling, building prototypes, and trying to market his product, a local outdoor retail store Cabela’s purchased a small order as a trial. But do to the immense success of the product, their orders tripled in mere months, solidifying Leatherman’s future as one of the main suppliers of multipurpose tools in over 90 countries. Leatherman, an Oregon-bred brand uses its pioneering spirit to continuously craft excellent products that support people for the unexpected, expected and everything in-between.
Tim Leatherman, having grown up and living in Oregon, understood the unique features of Oregon. Tim incorporated characteristics of Oregon’s culture to create a mutually benefitting culture with Oregon and his brand. Leatherman took inspiration of the humility, perseverance and lighthearted humor that Oregon’s consumers take pride in. Similarly to Oregon, Leatherman remains a leader in the community as building and providing environmentally safe conditions. Leatherman is an extremely environmentally conscious company, but has never felt the need to publicize or brag about it. It is simply what is right, and therefore is simply what is done.
People connect with Leatherman because they are one of the few brands that completely understand, relate and support their customers. Leatherman prides itself on creating quality and trustworthy products for both the expected and unexpected. Leatherman products give their consumers a sense of peace within their surroundings. With Leatherman you are forever ready and forever prepared. Leatherman doesn’t spend an enormous amount in advertising. They believe in their brand and product, and resonate so well with their audience that recommendation and word of mouth compensate for lack of advertising dollars. Leatherman has allowed consumers to bond and trust their brand, more importantly causing their audience to have an affinity with the brand. And I do not say affinity lightly.
Leatherman is a perfect example of the embodiment and success of Oregon ideals within a brand. Leatherman is environmentally conscious, loyal to their consumers, and manufactures great products all without taking themselves too seriously. Leatherman has created a culture that both cares for and challenges their audience. They understand their duty to their consumer, and consistently over deliver. If I could make a suggestion to any recently burgeoning brand, I would tell them to research Leatherman, and try to understand and recreate the relationship that they have with their customers. But I will leave you with good luck, because it is no small order. 
Group 6: Colleen Rogers, Katie Hughes, Dom Strazulo and Riley Morales
