Fredrik EKSTRÖM

Fredrik Ekström is an expert in brand strategy and public relations and the founderof Above The Clouds —a consulting firm that helps progressive outdoor, sports, and lifestyle brands win the consumer game.

With over 20 years of experience in consumer research, brand strategy, public relations, and marketing, Fredrik works at the intersection of insights and activation—transforming research, cultural trends, and market intelligence into brand strategies and PR activations that create tangible impact.

He heads up The Future Series, an insights platform combining large-scale consumer research, forward-thinking and creative thinking. His flagship reports— The NXT Sustainable Consumer and The NXT Outdoor Consumer —based on surveys of more than 3,800 respondents in the Nordic countries and Germany, have become essential strategic tools for global brands facing changing expectations in terms of sustainability, lifestyle, and outdoor culture.

Fredrik's mission is simple: to transform complexity into clarity and ensure that strategies don't remain stuck on slides, but strengthen the brand, the business, and communication.