Julie Atherton Keeps it Real While Repping the Best Outdoor Brands

Julie Atherton Jam Collective

If there’s one person in the outdoor world you want to have drinks with, it’s Julie Atherton. She’s built a small empire at her PR firm JAM Media Collective where she and her crew rep some of the best brands on the market and they’re constantly pulling in new ones.

But she’s also a great person. Her generous smile can light up a room, her laugh is infectious, and she is one of the most easy-going people you’ll ever meet. She creates community around her, and never puts up a front. The real Julie is the Julie you get, every time.

We recently had dinner with Julie and it was a rocking good time. We’re looking forward to seeing her at Outdoor Retailer later this summer. What follows is our hard-hitting interview.

What are you most proud about: The JAM team. We do what we like and we are a like what we do! Plus we enjoy each other’s company.

Which is your favorite book/movie: Star Wars, Episodes IV-VI. Do or do not, there is no try!

Which is the one job in the world that you would love to do: Photographer. When I can, I love to explore my surroundings at home and afar and take photos of old, forgotten, rundown and beautiful things. Instagram: @julieatherton.

Where do you see yourself in five years time: On an island

What is your spirit animal: The Lion

If you won the lottery, how would you spend your millions: I’d love to build soccer fields for kids around the world and in the US who do not have access to soccer fields or soccer equipment. I’d also take my friends on trips and buy them lots of cocktails.

Toilet paper, under or over: Over. Why is this a question?

Are you a morning person or a night person: Night owl, but thanks to the power of good coffee mornings are survivable.

What is your favorite cocktail: Anything with tequila.

What three words would a close friend use to describe you: Loyal, trusting, enthusiastic

Would you like to climb a mountain or trek across a desert: Climb a mountain, specifically the Atlas mountains.

Julie Atherton Jam Collective

If people were thrown into jail for bad habits, what would you be thrown in jail for: Not using my “inside voice”

What would be your chosen superpower: Flight. I have dreams I can fly.

If you were a stalker, would you be really good at it: No, I’d be terrible. I always like to share information, and that seems counter-intuitive to the whole stalking thing. Inside-voices also a must.

What is your favorite food: Gummi bears.

What is your idea of the perfect vacation: Anywhere with a beach. The combination of a beach, yoga, cocktails, a hammock and a kayak (obviously not all at the same time) would be ideal.

What is the one thing that annoys you above all else: Self-entitled people. Where do they get off?

If you were an automobile, what kind of automobile would you be: A BMW 2002, classic styling, a little quirky and a lot of personality.