Fredrik Ekström is a brand strategist and the founder of www.AboveTheClouds.se a strategic consultancy helping progressive outdoor, sports, and fashion brands navigate the intersection of sustainability, consumer behaviour, and communication. With over 20 years of experience, he is known for turning consumer insights into brand strategies that resonate with tomorrow’s outdoor consumer. He is the creator of The NXT Outdoor Consumer Report and The NXT Sustainable Consumer Report, and just recently launched The NXT Outdoor Consumer Germany edition prior to ISPO.