ORD Day1 Summer 2017

ORD OU TDOOR RE TAILER DAILY | POWERED BY SNE WS

NEWS COLORADO BOUND

Get ready for some new scenery: Denver nets Outdoor Retailer and becomes the seat of the industry.

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FEATURE SURVIVE & THRIVE

Industry executives share their proven strategies for staying on top in a difficult retail environment.

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EVENTS FILL YOUR SHOW

Our guide to the best parties, presentations, seminars, and happy hours today.

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1 DAY

J U LY 2 6 , 2 017

MAKING WAVES The Demo Experience draws throngs to test the latest gear innovations

BEST of BOOTH NEMO’s new digs show how large displays are done right. p. 84

The official publication of:

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New headlamps and flashlights from Ledlenser. Rugged, bright and built for the wild.

Come see the full lineup at Booth #30026E.

HAPPY HOUR & LIGHT SALE | THURSDAY @ 4:30PM | BOOTH #30026E | LEDLENSERUSA.COM

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ORD OU TDOOR RE TAILER DAILY | POWERED BY SNE WS

NEWS COLORADO BOUND

Get ready for some new scenery: Denver nets Outdoor Retailer and becomes the seat of the industry.

PAGE

23

FEATURE SURVIVE & THRIVE

Industry executives share their proven strategies for staying on top in a difficult retail environment.

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EVENTS FILL YOUR SHOW

Our guide to the best parties, presentations, seminars, and happy hours today.

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1 DAY

J U LY 2 6 , 2 017

MAKING WAVES The Demo Experience draws throngs to test the latest gear innovations

BEST of BOOTH NEMO’s new digs show how large displays are done right. p. 84

The official publication of:

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V I E W T H E N E W C O L L E C T I O N A T B O O T H 29177W To b o o k a n a p p o i n t m e n t p l e a s e c o n t a c t : E : u s a . s h o w r o o m @ j o u l e s . c o m T: 917-676-7254 ∆oulesusa.com

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THINK ABOUT THE BEST PART OF THE DAY. DON’T THINK ABOUT DON WEATHER PROTECTION .

DON’T THINK ABOUT GORE-TEX ® .

PRO DUCTS

DISCOVER NEW GORE-TEX® SHAKEDRY™ PRODUCT TECHNOLOGY AT BOOTH 33039.

www.gore-tex.com

© 2017 W. L. Gore & Associates, Inc. GORE-TEX®, GUARANTEED TO KEEP YOU DRY®, SHAKEDRY™, GORE®, and designs are trademarks of W. L. Gore & Associates.

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CONTENTS

Day 1

Outdoor Retailer Daily

23 NEWS

7

43

A little rain didn’t dampen the test drive of this year’s new products.

Say hello to these four OR first-timers: Cusa Tea, Full Windsor, Tailwind Nutrition, and Osage River.

8

Passing the Torch OIA announces a new board chair.

10

Best in Snow

BACKPACKER hands out its Editors’ Choice Snow Awards.

Joe Flannery of Marmot

51

Industry executives share their proven strategies for staying on top.

GEAR Black Diamond introduces new knit climbing shoes built with big-time breathability.

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Scene at Demo Day

Snapshots from the test fest at Jordanelle State Park.

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23

Rocky Mountain High Outdoor Retailer moves to Denver this winter.

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Q&A

4

Survive and Thrive

REI and W. L. Gore form new partnership.

The show’s leaving town.

What’s on your SLC bucket list?

– K IM MILLER, PRESIDENT OF SCARPA NORTH AMERICA PAGE 30

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Question of the Day

“ R&D CAN MEAN RESEARCH AND DEVELOPMENT, OR RIP OFF AND DUPLICATE.”

FEATURE

12

Power Couple

43

New Exhibitors

Size up footwear with a bootfitting pioneer; sneak a peek of the Conservation Alliance Breakfast; go beyond gender with the founders of Wylder Goods.

40

Opinion

Swift CEO Liz Valentine attributes her success to her taboo-smashing mother.

Hero Shot

51

New Product Gallery

What’s cool this summer show? Check out this preview of new products, including our Editors’ Picks.

EVENTS & EDUCATION

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Parties, Speakers, Workshops & More

Make the most of the show by filling your calendar with events, seminars, presentations, and happy hours.

BEST BOOTH

84

NEMO Equipment

Today’s winners strut their stuff with a new booth display highlighting style, brand identity— and fun.

PHOTOS BY (FROM TK TOP) ISTOCK.COM / IVANASTAR; COURTESY (2)

The Demo Experience

OUTDOOR RETAILER DAILY

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T:12”

©2017 INVISTA. CORDURA® is a trademark of INVISTA for durable fabrics.

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NEWS

WHAT’S HAPPENING OUT THERE Demo attendees hang ten on a sampling of the watercrafts that crowded the Jordanelle Reservoir beach (top right). Battery-powered propulsion systems like the Scubajet (bottom right) run the show from below decks.

Paddle Power

Demo Day showcases a new flotilla of watercraft, lightweight batteries, and premium coolers. BY COREY BUHAY

PHOTOS BY LAUREN DANILEK AND LOUISA ALBANESE

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AINY WEATHER DIDN’T put a damper on Demo Day’s festive atmosphere or the parade of new products at Jordanelle Reservoir State Park. Watercraft of all shapes and sizes went out despite the rain.

“There’s a lot of new products out here designed by people who are finding new ways to get out on the water,” said ORU Marketing Director Andy Cochrane.

New products varied from traditional kayaks to BOTE’s 6-horsepower motorized SUP to Schiller’s inflatable bicycle-catamaran hybrid to Hobie’s new 10-person recumbent pedal-powered Mega Mirage.

As in past years, ease of travel was top-of-mind for inventors and designers.

“We want to make sure folks can get out farther, faster,” said BOTE National Sales Director Ed Slatton of the motor powered Rover (MSRP $3,499), which can bust out an impressive 18 miles per hour.

Portability has become key as brands strive to achieve ease of use both in the water and out.

“We’re seeing a lot of new innovation this year, especially in increased packability from a number

of brands,” Cochrane said. Inflatables, wheeled attachments, and SUP backpacks like Jimmy Styks’s Premium iSUP Board Bag (MSRP $65) incorporate the packable trend.

Portability has also reached into the electronics market making it possible to combine two things that don't usually mix well: water and electricity.

Battery technology has taken big strides in the past five years. Lighter, smaller, and more powerful electronics are cheaper and easier to produce than ever, offering technology that is transforming water sports. Two exhibitors—Bixpy and Scubajet— debuted rechargeable battery-powered propulsion systems that last four or five hours on average, weigh around six pounds, and can be attached to virtually any personal watercraft.

Modular motors and electrical propulsion systems have existed for years, but technology has finally caught up to the consumer interest.

“Five years ago, this much power would have been the size of a briefcase and cost $5,000,” said Steve Johns, Scubajet’s VP of sales.

Jason Shinn of Cauldryn, which produces heating

elements for its travel mugs, echoed the sentiment, saying his product was impossible just a year ago.

“Our engineers told us there was no way to get that much power out of something that small,” he said.

“Over the course of a year it became possible.”

Thermacell has come out with a battery-powered version of its mosquito repellent device (MSRP $50), and MyCharge has recently introduced a 1,300mAh charger that weighs just one pound and can fully charge a laptop or power a television for up to four hours (MSRP $130).

Battery-powered recreation also adds a new level of leisure to camping, and the premium cooler market is poised to take advantage of this trend.

Pelican is debuting a line of soft-sided coolers, and KULA is rolling out its new round five-gallon coolers (MSRP $200) that double as campfire bar stools.

RovR stands out with its wheeled, bike-towable RovR Cooler (MSRP $449) while Kanooler LLC has patented a floating Creek Kooler (MSRP $180) that can hold 20 pounds of ice and 30 cans.

“People are catching on to the value of longer ice retention and not polluting our landfills with coolers that break,” said YETI Outdoor Marketing Manager Joe Koehly. He noted that consumers are becoming more quality conscious, providing a strong driver for sales of premium coolers.

But industry experts say the biggest driver in water sports right now is nothing new: From coolers to party boats to motorized recreation, it’s all powered by the desire to keep the fun rolling.

JULY 26, 2017 DAY 1

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7/25/17 5:58 PM

NEWS

Changing of the Guard

Outgoing OIA chair counts focus on speciality retail among accomplishments. BY KRISTA KARLSON

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Amy Roberts, Travis Campbell, and Gordon Seabury

A few years ago, the specialty retail community didn’t feel acknowledged or heard. Now, I think they do.

–GORDON SEABURY

“The industry is at a really pivotal point in its evolution,” Campbell said. “The work of OIA has never been more important.”

Seabury said he’s looking forward to having some down time after two and a half years at the helm, but he says the real hero is Roberts. “Her job is thankless," he said, "and so much of our success is because of her.”

Seabury's proudest moment as chair? “Hearing Obama speak in Yosemite, when his speech included quotes from our advisory,” he said.

PUBLIC LANDS ACTION CENTER

Talk is cheap. Go to booth #44 to get involved in the biggest issue facing the industry.

Day 1 Water Issues 8

9-10 a.m.

Workshop with Sportsmen

10-11 a.m.

Samantha Chadwick of Save the Boundary Waters

11 a.m - 2 p.m.

Workshop with Save the Boundary Waters

2-3 p.m.

4:30-6 p.m.

Tom O’Keefe of American Whitewater, Protecting the Nation’s Headwaters

Happy Hour: 21CSC – Building Pathways for the Next Generation

PHOTO BY DEBORAH WILLIAMS

ORDON SEABURY, CHAIR of the Outdoor Industry Association and CEO of Toad&Co., stepped down yesterday after serving his two-year term. Travis Campbell, president of Smartwool and OIA’s 1st vice chair, took the helm.

The transition comes after two years of leadership by Seabury during which OIA navigated a new trade show cycle, established a strategic vision (three pillars: public policy, sustainable business innovation, and participation), and strengthened its partnerships with Grassroots Outdoor Alliance and Outdoor Retailer.

These collaborations reflect Seabury’s commitment to keeping the industry united, said Amy Roberts, executive director of OIA. “His efforts and vision are very much reflected in these changes.”

Widely regarded as a champion of outdoor culture, Seabury is also an advocate for OIA’s retailers, said Nora Stowell, Board Secretary and Chair of the Nominating and Governance Committee. “Gordon works tirelessly to serve our members, and sometimes I forget that he’s simultaneously running Toad&Co.” Seabury says one of the most rewarding aspects of his time as chair was working with Grassroots and specialty retailers. “A few years ago, the specialty retail community didn’t feel acknowledged or heard,” he said. “Now, I think they do.”

Following a significant downsizing of the board (from 25 to 15 people) in 2015, Seabury balanced his roles at OIA and Toad&Co. with integrity and grace, said Stowell, setting the bar high for engagement. Seabury’s level-headedness and open communication were integral to the success of the trade show move, and his humor a was welcome respite from the political turmoil, she added.

“I learned to be patient and stay focused on the finish line,” Seabury said. “I knew the cohesion of the industry depended on finding a trade show location that would draw people together.”

Campbell, the incoming board chair, says he is excited and humbled by the new role. “I follow in very big footsteps,” he said.

Among Campbell’s goals are building events that unite and energize the industry, organizing brands to engage on important issues both federally and locally, and ensuring that OIA delivers as much value as possible to its members and the outdoor community at large.

OUTDOOR RETAILER DAILY

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THE WORLD’S FIRST MULTI-TOOL TIMEPIECE Tread Tempo, the newest addition to our revolutionary Tread line, fuses utility and style in a unique, wearable multi-tool. Travel-friendly and premium-quality, it combines Tread’s functionality with an adventure-ready timepiece. Be prepared wherever you roam with the Tread Tempo.

HAPPY HOUR & TOOL SALE ∙ THURSDAY 4:30 PM ∙ BOOTH 30026E

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NEWS

Best in Show

SNOW AWARDS

BACKPACKER announces Editors’ Choice Snow Awards.

B

ACKPACKER’S TESTERS have been working hard. Following January’s Winter Market, they spent the next five months braving bonechilling temperatures, chasing snowstorms, and camping in icy conditions to vet the best performing gear for fall 2017. When the results were in, editors crowned products that stood tall as the year’s best.

This morning, Dennis Lewon, BACKPACKER editor-in-chief, and Associate Gear Editor Eli Bernstein presented Editors’ Choice Snow Awards to the winning brands. While each product occupies its own niche, they all have one quality in common: a combination of performance, design, and categorydriving innovation that helps outdoor enthusiasts make the most out of their cold-weather pursuits.

“Our gear reviews are respected throughout the industry for their meticulous and objective testing process,” Lewon says. “Our testers have a wealth of outdoor experience, and we put each piece of gear through the wringer across a huge variety of terrain and conditions. Readers know they can trust our judgement, which allows them to go out and find the piece of gear that’s perfect for them.”

G3 ROAMr / ROAMr Elle These lightweight touring skis remain stable on steep backcountry slopes.

Smartwool PhD Outdoor Mountaineer Graduated compression socks cradle your feet with the perfect amount of pressure.

BACKPACKER’S Editors’ Choice Awards are among the most highly coveted honors in the outdoor industry, and are presented biannually at Summer and Winter Markets. First handed out in 2011, Editor’s Choice Snow Awards are selected after a rigorous testing process undertaken by a globetrotting team of hikers, skiers, climbers, mountaineers, and guides. After assessing a season’s worth of tester feedback, BACKPACKER editors and key testers headed to the San Juan Range in Colorado for the final step in the process. Over four days of ski mountaineering, they further winnowed down the list to these winners. –ORD Staff

CONRAD ANKER PROFESSIONAL CLIMBER, CAPTAIN OF THE NORTH FACE ATHLETE TEAM

JOSÉ GONZÁLEZ FOUNDER, LATINO OUTDOORS

FREELANCE JOURNALIST & MEDIA PRODUCER

Mountain Hub This app has a host of map options and uses crowdsourced input to highlight trail conditions.

Ortovox Ascent 30 AVABAG This comfortable, fully featured avalanche air bag lets users practice pulling the trigger. eNZees Foot Soother Easy-to-use wool cushions hot spots by sticking to socks and minimizing rubbing on your feet.

GOLD AWARDS Gold Awards recognize products that continue to lead their categories.

Black Diamond Mega Light This all-purpose tent boasts an impressive space-to-weight ratio.

Scarpa Maestrale / Gea These nimble, light touring boots can handle any run in the backcountry.

STACY BARE DIRECTOR, SIERRA CLUB OUTDOORS/ U.S. ARMY VETERAN

PEMA CHAMATSANG-SHERPA

JAMES EDWARD MILLS

Pomoca Climb Pro S-Glide TIPON These climbing skins pack down small enough to fit in your hip pocket.

AlpineAire Classic Guacamole This dip is the freshesttasting backcountry guacamole we’ve ever tried.

PHOTOS BY KENNAN HARVEY (LEFT); COURTESY

The North Face Ventrix Hoodie This ultrabreathable performance puffy has tiny ventilation holes that open when you move.

CATEGORY MANAGER, SHERPA ADVENTURE GEAR

TSEDO SHERPA-EDNALINO CHIEF OPERATING OFFICER, SHERPA ADVENTURE GEAR

AMY BECK MENTOR, SKIP YOWELL FUTURE LEADERSHIP ACADEMY

KEVIN ROSENBERG

MOLLY LABONTE GRADUATE, SKIP YOWELL FUTURE LEADERSHIP ACADEMY, DIRECTOR OF SALES, TIMBUK2

FOUNDER, GEAR TO GO OUTFITTERS / U.S. NAVY VETERAN

JOIN OUTDOOR INDUSTRY ASSOCIATION

A Force For The Outdoor Industry.

When you become an OIA member, your dues help fund advocacy efforts in Washington, D.C., tools for clean supply chains and initiatives to increase the number of kids having a blast outside. Join OIA and be part of a powerful force for meaningful change. outdoorindustry.org/membership

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PRIMALOFT® IS A REGISTERED TRADEMARK OF PRIMALOFT, INC. ©2017 PRIMALOFT, INC.

IT BREATHES WITH YOU. PrimaLoft® Insulation Active breathes harder or softer whenever you do. This innovative insulation technology is warm for the stretch, breathable for the run and maintains 92% of its warmth when wet.

Feel the new standard in active breathability at booth # 38041.

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NEWS

W.L. Gore and REI form new partnership

G

Check

ORE HAS SCORED itself a new client, and it’s big enough to alter the way both brands are perceived.

Starting in spring 2018, REI will turn to Gore for its private label line of technical outerwear, the brands will announce today. Gore-Tex will replace eVent as the go-to fabric for REI’s waterproof/ breathable apparel.

When it comes to “ingredient brands,” Gore is a household name. Using this technology “brings a level of instant credibility,” said Nasahn Sheppard, divisional VP of product design for REI Private Brands. “We all know many, many products are waterproof. But [Gore-Tex] brings a level of credibility for your average consumer, entry level to experienced.”

In spring 2018, REI will debut three jackets and a pair of pants that use GoreTex Active. In fall 2018, REI will add more offerings, including GORE-Tex gloves. All will come in both men's and women's styles.

Mike McGrath, North American sales leader for the fabrics division of W.L. Gore, said the brand is excited to launch a line with REI because the retailer is so in tune with what its customers want. They know about what their members want and need, and what problems they’re trying to solve— just like Gore does, he said.

“We hold that above everything else, that relationship we have with the consumer,” McGrath said. “They see us and they recognize us, but more than that, they trust us.” –Kassondra Cloos

PHOTO BY COURTESY

Iconic brands to team up on new products in 2018.

Tested & Proven

Look for Insect Shield products from these trusted brands

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LEARN FROM THOSE WHO DO (IT WELL)

Fo r In d e p e n d e n t Sp e c i a lt y Re tai le rs Presented By

——————————————————————————————————— R E T A I L S K I L L S C O U R S E D A Y 1 ———————————————————————————————————

GEAR Sales Program Overview When it comes to new levels of store success, GEAR leads the way. With three steps—TEACH, PRACTICE AND FEEDBACK—each GEAR component builds on the one before it. And all components combine to reinforce each other. This dynamic combination creates a powerful, successful training experience that helps your team increase sales and customer satisfaction.

Day 1 • July 26, 2017 11 a.m. - 1 p.m. • UMOCA • Outdoor Retailer Summer Market • Salt Lake City, Utah

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Your Rack is Complete Introducing Black Diamond climbing shoes BOOTH #6005

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SCENE

CAPTURING THE SHOW’S KEY MOMENTS

2

Whatever Floats Your Boat

A little rain couldn’t scare folks off the water at The Demo Experience.

1

1. This pedalboarder paused for no one on the Hobie Mirage Eclipse 12-foot stand up paddleboard, one of several new options for mixing up your water sports. 2. Paddlers who chased down Costa’s Cruisin’ Tiki motorized island were rewarded with water and coffee. 3. Three fat tires roll hard over pavement, sand, and even snow in the Rungu Bullfrog Trike, ridden by Rungu’s Juliana Godlewski.

4. OR Daily staffer Lauren Tedford tastes on-the-go espresso from Bripe Coffee Brew Pipe. 5. Blogger Susan Strayer of MountainMomandTots.com kicks back in a TreePod from Slackline Industries.

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PHOTOS BY LAUREN DANILEK

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OUTDOOR RETAILER DAILY

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GEAR HERO SHOT

Black Diamond Momentum

PHOTOSBY PHOTO BYLOUISA TK ALBANESE

In its footwear debut, Black Diamond turns to a mesh upper to deliver all-day comfort at the crag and gym.

The climbing community has high expectations for Black Diamond’s first-ever line of climbing footwear. Based on our initial testing, the company delivers with this sleek introductory shoe. Blending the solid construction of a traditional climbing shoe with state-of-the-art materials, the Momentum enables new climbers to progress without sacrificing comfort. “Once people get into climbing, they often improve quickly,” says designer Casey Jarvis. “This shoe allows climbers to wear it for the whole session whether it’s their first or 50th time.” Whereas a traditional climbing shoe has a five-piece upper, the Momentum’s knit upper is a single piece of material, providing support in key places, stretch in others, and excellent breathability throughout. –Krista Karlson

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OUTDOOR RETAILER DAILY

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BE LIGHT BE FAST BE FREE

PREVIEW THE SPRING TIMBERLAND® COLLECTION FEATURING THE NEW FLYROAM TRAIL AT BOOTH Timberland and

are trademarks of TBL Licensing LLC. © 2017 TBL Licensing LLC. All rights reserved. USW

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NEWS

Question of the

Day

The show’s leaving town.

What’s on your Salt Lake City bucket list before the move?

“I really want to try the bobsled at Olympic Park.

It kind of terrifies me!”

WE KNOW

MERINO

–Makenna Vierck, CamelBak

“I’ve been attending this show for a couple of years, and being the last one in Salt Lake City, I’m looking forward to catching up with old friends and kicking off the last show here.”

–Tim Nguyen, 2nd Tracks Sports

Working with our partners at ABMT, we have all of your Merino needs covered, all under one roof—from Management to Knitting to Dyeing to Finishing, and everything in between.

Let us show you what other innovations we have.

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“I’ve always wanted to hike the Pfeifferhorn. I’ve heard great things about it, but I’ve never gotten to do it.”

–Angela Wadman, River Management Society

20

PHOTOS BY LAUREN TEDFORD

“I want to go to White Pines Lake up in Cottonwood Canyon. I need to hike up there while the weather is good.”

–Ed Vannimwegen, Lifetime Products, Inc.

OUTDOOR RETAILER DAILY

7/25/17 7/25/17 4:20 4:08 PM PM

We are sure you have seen much celebrating coming from Colorado with the news of the relocation of the Outdoor Retailer shows to Denver.

Colorado feels like it is important that you know 3 things about this process, and ultimately how we feel about you; 1. You and us, we're family. Always have been, always will be. We recreate across our borders, we capture amazing moments in the high mountains and the deserts together, our rivers carry us back and forth to enjoy our connections, and that is something that is still here, and will always BE here, your family.

2. You are still as passionate about the same things we are passionate about. You love your wild places as much as we do, and you ďŹ ght to preserve them as hard as we do. Our politics surrounding this may not perfectly align, but our passion does.

3. We stand beside you on this journey. We will be here, like we have always been, ready to support and celebrate our neighbors and the dynamic innovations and signiďŹ cant contributions you bring to the table in our industry.

We hope that in the end, we can both appreciate that we are stronger together than we are apart, and when it comes to the outdoor recreation industry, and the bonds you have among your community, our community, that is now, and forever will be, the most important gift of all.

COLORADO

Outdoor Recreation Industry Office

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40 Years Committed to Life’s Everyday Adventures

Croakies’ Industry-Leading, Technical Eyewear Retainer, Reimagined…

WIRELESS EARBUD-COMPATIBLE ARC™ ENDLESS RETAINER • Adjustable Length Stainless Steel Cable • Re-Attachable Plug-n-Play Articulating Rubber Ends • Compatible with Apple® AirPods® for a Precise Fit • Made in the USA Apple and the Apple logo are trademarks of Apple, Inc., registered in the U.S. and other countries. AirPods is a trademark of Apple, Inc

Visit us at booth 23027

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croakies.com croakiesdlr.com @croakies #croakies40th #croakiesadventure

6/12/17 4:21 PM

NEWS

Courtyard by Marriott

Denver Marriott City Center

Co n Ce ven nt tio er n

The Brown Palace Spa & Hotel

Colorado Bound

Sheraton Denver Downtown Hotel

Capitol Building

Outdoor Retailer announces its new home, and state lawmakers anticipate an influx of new business. BY KASSONDRA CLOOS

PHOTO BY ISTOCK.COM / IVANA STAR

W

ITH THE SHOW’S change of venues this winter, Denver will become the new seat of the outdoor industry, a status that state lawmakers hope will translate into jobs, influence, and interest.

“The more people there are enjoying outdoor recreation, the better the world is,” Colorado Gov. John Hickenlooper said after it was announced that Colorado had won the trade show, adding that Colorado’s booming outdoor recreation economy, which generates $28 billion in spending each year, is just a win-win for everyone.

Hickenlooper and Luis Benitez, director of the Colorado Outdoor Recreation Industry Office, point to the growth Outdoor Retailer has spurred in the Salt Lake City area. Many outdoor brands that came here, show after show, year after year, opted to move their whole operations here. Communities like Sandy Springs and Ogden grew quickly thanks to an infusion of cash from those companies and their employees.

“It’s clear that in other portions of the state where there’s already the start of an outdoor industry cluster, it’s going to grow,” Benitez said. “People are going to spend more time here because of the shows… and eventually, they’re going to realize they should have a presence or a part of their company here as well.”

Especially for those brands that dabble in both winter and summer sports, 2018 will be a big year for trade shows. January will mark the first Outdoor Retailer + Snow Show, to be held in Denver, which combines the two largest snow sports trade shows in the U.S. Brands that once exhibited only at one show can now nearly double their exposure without having to attend an extra event. And it provides an extra marketing opportunity for winter brands, too.

Just a few short months after Outdoor Retailer announced in February that it would seek a new venue, the show received a flood of proposals—far more than expected. It narrowed the list to five, then visited the top three. In many ways, Colorado was a leading contender from the start.

“The thing about Colorado was that from an ethos standpoint, it was the location that the industry desired the most, as far as a comparable location to what we’ve been experiencing in Salt Lake,” said Marisa Nicholson, the show’s director. “I think everyone loves that the mountains are close by.

Colorado’s public officials are very proactive and outspoken about their protection of public lands, the directions they’re trying to move in, and their support of it.” They’ve done a lot to show, not just say, that they value public lands, Nicholson added.

The state has a designated day for public lands appreciation, and has poured money into creating and expanding bike paths. “[Colorado officials] recognize that the outdoor recreation economy has a big place in impacting the economy there in Colorado," Nicholson said. "From that aspect, they were definitely a frontrunner.”

Colorado’s outdoor industry is also already wellestablished. More than 125 brands come to the show from Colorado, while 80 exhibitors are from Utah.

“The entire state of Colorado wins with this announcement,” Denver Mayor Michael Hancock said when the news first became public. In early July, he welcomed the industry "home." This week, he attributed the city’s big win to its alignment with the outdoor industry.

“We believe in being an outdoor city and state that really honors its nature,” Hancock said Monday. The Outdoor Retailer crowd “can help make what we enjoy in our everyday lives even better.”

DENVER BY THE NUMBERS

65 Breweries

Colorado’s first brewpub was started by the current governor.

Hotel rooms

10,000 Bars

Hundreds Population

650,000 JULY 26, 2017 DAY 1

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DAVID LEINWEBER OWNER AND FLY FISHING GUIDE, ANGLER’S COVEY, COLORADO SPRINGS

$

JOHN HICKENLOOPER GOVERNOR, STATE OF COLORADO

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OUTDOOR ECONOMY

COLORADO JOBS

A Force For The Outdoor Recreation Economy.

When policymakers and outdoor business owners come together, it’s powerful. Governor Hickenlooper and David Leinweber work together to ensure that the $28 billion outdoor recreation economy in Colorado thrives. Join OIA and be part of a powerful force for meaningful change. outdoorindustry.org/advocacy

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7/10/17 4:12 PM

OIA INDUSTRY LUNCH

THRIVE OUTSIDE: OIA RELEASE OF THE OUTDOOR RECREATION ECONOMY 50 STATE REPORTS

SPEAKERS

STEVE BULLOCK

AMY ROBERTS

GOVERNOR, MONTANA

EXECUTIVE DIRECTOR, OIA

WEDNESDAY JULY 26 | 11:30 AM – 1 PM SALON D, SLC MARRIOTT Live stream courtesy of: DOWNTOWN AT CITY CREEK

The outdoor recreation economy is an $887 billion economic powerhouse that supports 7.6 million American jobs and more than $65 billion in federal tax revenue. Join Outdoor Industry Association for the public release of updated recreation economy data for each of the 50 states and to learn how outdoor recreation promotes healthy communities and healthy economies across the nation.

ANN KRCIK SENIOR DIRECTOR OF BRAND COMMUNICATIONS AND OUTDOOR EXPLORATION, THE NORTH FACE

Box lunch will be provided.

THANK YOU TO THE OUTSIDERS BALL SPONSORS

We’ll gather on Thursday and march to the Utah State Capitol in celebration of the backbone and foundation of the outdoor industry, our

JULY 27

public lands.

THIS LAND IS OUR LAND MARCH FOR PUBLIC LANDS

Day 2 • 4:30 PM • South Plaza of the Salt Palace

THANK YOU TO THE OIA INDUSTRY BREAKFAST SPONSORS

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NEWS FEATURE

TH E 7 H A BITS OF

Highly Effective Brand Leaders

As the outdoor market continues to churn, brands are circling the wagons, contracting their offerings, and returning to their cores. Those trying to expand product offerings are doing it cautiously. These are how some of today’s top executives are navigating their brands through choppy waters.

BY ELIZABETH MILLER

Shelley and Andrew Dunbar of Sea to Summit

01

Grow wisely.

PHOTO BY LOUISA ALBANESE

SHELLEY & ANDREW DUNBAR, SEA TO SUMMIT With a bevy of new products launching this summer, Sea to Summit is poised to grow the old-fashioned way—by expanding its product line. But as it does so, the brand’s focus is on partnering with strategic specialty retailers who share its values and seek to give customers an experience that’s about more than sales.

“Control your distribution and maintain the value and integrity of your brand,” advises Shelley Dunbar, marketing director for Sea to Summit, who co-runs North American distribution of the brand with her husband, Andrew.

That means looking for retailers who pay attention to more than price when it comes to selling— the anti-eBays of the retail world or gear stores that haven’t essentially turned into supermarkets. As a testament to that commitment, the Dunbars pur-

chased Neptune Mountaineering, Boulder’s iconic gear store, in early 2017.

Sea to Summit’s main focus is on a core contingency of specialty retailers who respect the quality of the company’s products, says Andrew Dunbar, president of the company. He wants to help them succeed by ensuring good in-store presentation and products that sell-through and aren’t returned.

“We think our strategy, if [retailers] are on board with us, is one that will make them profitable and successful—which is why we’re all in this,” Shelley Dunbar says.

02

Do everything like it’s the only thing.

JOHN WALBRECHT, PRESIDENT OF BLACK DIAMOND With 33 product lines—including ice tools, helmets, harnesses, packs, ski poles, and avalanche safety gear—it’s easy to see competition everywhere, says John Walbrecht, president of Black Diamond. The JULY 26, 2017 DAY 1

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NEWS FEATURE

“When you’re going through a flat market like we are now, focus is really important.”

–JOE FLANNERY, MARMOT AND EXOFFICIO only way to keep up, he contends, is to build and task a team of staff members to design and market only those products.

“You don’t worry about the other categories or the other products,” he tells his team. “That’s not your game. Your goal is to be the very best at your category and your product as if it’s the only thing we do.”

It’s a strategy he has encouraged at the brand since joining the team last October. “My plan was to get back and tell the market that BD was going to focus on BD—that we were going to make amazing, innovative products, ship on time, have strong sellthrough, market better than we ever have, and be easy to do business with,” he says. “We were going to go back to our core. When BD is authentically and originally BD, it does really well. When BD tries to become somebody else, it doesn’t succeed. But that’s every brand—that’s Harvard Business School 101. Don’t try to be all things to all people.”

03

Do more by doing less.

JOE FLANNERY, SENIOR VICE PRESIDENT AND GENERAL MANAGER OF TECHNICAL APPAREL FOR NEWELL GROUP “These are spicy times” is a favorite expression of Joe Flannery, who leads Marmot and ExOfficio, and uses the phrase to describe today’s market.

“Every day, there’s a new challenge thrown our way, and we can use the past to guide us and we can look at the success of some of the great brands that have come before us and we can try to avoid making some of those same mistakes, but it’s a different map today,” he says. “Because of that, we’re all flying a bit blind and trying to figure out how we sustain successful businesses by pleasing our consumers.”

Both brands he now oversees have been around for a long time, ridden through the booms, and are now reassessing strategies to grow amid the major market disruption underway. Various market forces have brought an end to hockey stick growth curves enjoyed over the previous decades, Flannery says. Modest and sustainable growth, however, is still attainable.

The strategy? Do better by doing less.

“Both brands make too many products,” Flannery admits, adding that Marmot and ExOfficio will likely undergo a 10 percent reduction in SKUs. “When you’re going through a flat market like we are now, “ he says, “focus is really important.”

04

Listen to everyone.

PHYLLIS GROVE, VP OF MARKETING AND ECOMMERCE FOR HYDRO FLASK These days, few gear segments are as crowded as hydration. To stand out, 7-year-old Hydro Flask has sought to encourage its customers to think of its products as enablers of fun days outside. And to do that, they’re keeping their ears and minds open to input from partners and customers.

Hydro Flask has rolled out brand development programs, run its first paid media campaign, showed up at events with the World Surf League, REI, and Deschutes Brewing Company, and evolved their grants program for Parks for All. This summer, the brand released its first sponsored videos, which show van lifers doing what they do best.

“The great thing about social media is it allows you to create more of a fan base and stay engaged with them, and that wasn’t something you could do 15 years ago,” says Phyllis Grove, VP of marketing and ecommerce for Hydro Flask.

But that doesn’t discount traditional channels, like communicating with retailers on what’s working in stores to fuel point-of-purchase sales by, for example, playing off the colors key to the brand’s appeal, crafting marketing programs, and gathering product feedback. The brand also monitors what’s working on its direct-to-consumer website to incorporate successful elements into selling points in brick and mortar.

“There’s a lot of relevance in doing both things and doing both things well,” Grove says, “And what you learn in one area can help influence better programs and better decision-making in the other.”

ASK A BRAND LEADER

The feedback loop from consumers to brands is now being cut short by product reviews, which brands can mine for quick intel (faster than waiting on warranty claims and hearing feedback from retail-

28

ers). “Fast feedback is a strategic advantage,” says Joe Flannery with Marmot and ExOfficio.

Ideally, that would speed innovation, but there’s concern, too, about leaving retailers out of the conversation.

Flannery argues that the more quickly products evolve using feedback, the more sustainable they’ll be. In a sluggish market, innovation and market share are key to growth. But for that innovation to be

driven by input from retailers, it needs to come in faster. That data is still key: No one knows better than retailers what their customers want and what’s working in their stores.

From top: John Walbrecht, Joe Flannery, Phyllis Grove

PHOTOS BY COURTESY

How can brands respond more quickly to customer feedback?

OUTDOOR RETAILER DAILY

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NEWS FEATURE

ASK A BRAND LEADER

How do you differentiate in the “sea of sameness”?

When everyone is making lightweight, breathable shells, it’s no longer enough to make lightweight, breathable shells and expect to stand out.

So, brands turn in a couple of directions: toward their messaging, positioning themselves as companies with a cause to appeal to millennials, and, to a lesser extent, toward real innovations to improve products in unprecedented ways.

“R&D can mean research and development, or rip off and duplicate,” says Kim Miller, with SCARPA. “A lot of people decide, ‘I’m going to take that idea and make it better or make it cheaper.’”

Some consumers connect with that lower price point, but not everyone is just

05

after a good bargain.

“Consumers want to be surprised,” says Joe Flannery. “But being surprised for some can mean the gear fits well, or the product looks incredibly stylish.” He points to opportunities for eye-catching innovations in the technical specs, like making a significantly lighterweight version of a product, but also in touch, feel, and color, like a new shade of blue that matches the eyes of most blueeyed people.

Messaging plays a role as well, and the values of a brand—a mission, a nonprofit partnership, or even just a segment of the market chosen as a target for advertising and outreach—when clearly communicated, can make that key difference.

“The problem for so many bigger, older, and iconic brands has been an inability to move past who has been their core and to see the future and to change with the changing times.”

–CAM BRENSINGER, NEMO EQUIPMENT

NEMO, the focus has shifted from extreme athletes and their aspirants to the members of an entire generation interested in slowing down daily life, getting outside, and enjoying themselves, preferably in a setting that plays well on Instagram.

“In my mind—and this has always been NEMO’s philosophy and strength—one is not better or more authentic than the other,” he says. “Our motto has been, adventure is anywhere.”

As a smaller brand, he concedes, he may have an easier time shifting approaches as the market demands, but it’s a message he hopes others pick up.

“The problem for so many bigger, older, and iconic brands in our industry,” he says, “has been an inability to move past who has been their core and to see the future and to change with the changing times.”

06

Specialize to thrive.

KIM MILLER, CEO OF SCARPA NORTH AMERICA enough to stand up in for hosting the whole party.

Have they stayed true to the core? No, he says— unless you let the definition of “core” evolve. For

The way Kim Miller, CEO of SCARPA North America, quickly puts an end to unwanted chitchat on an airplane is to describe himself as a shoe salesman.

Cam Brensinger of NEMO

Expect your identity to evolve.

In the 15 years that NEMO Equipment has been in business, perhaps the biggest change founder and CEO Cam Brensinger says he’s had to weather is the realization that the company’s customers aren’t exactly like him.

“In the beginning, we made air-supported bivies and mountaineering tents because those were the things we cared about,” says Brensinger, who launched the company shortly after graduating with a degree in industrial design from the Rhode Island School of Design. “Then I think we started to really learn in earnest from listening to our retail partners in 2006.”

Retailers explained how a different sort of customer made up an even bigger market, and helped NEMO pivot past its founder’s wish list. Now, in addition to ultralight tents set up around a single trekking pole, NEMO makes eight-person tents tall

30

PHOTO BY COURTESY

CAM BRENSINGER, FOUNDER AND CEO OF NEMO EQUIPMENT

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From Left: Kim Miller of Scarpa, Ruffwear’s Susan Strible

Now in its third generation of family management, the brand’s heritage sets it apart in an era of customers shopping for brands with a story. But it also allows them to stay committed to items that don’t have huge margins or customer bases, like the couple thousand ski mountaineering boots they sell each year.

“It’s like being the tallest midget in the world— what is that, a couple thousand boots globally?” he says. “And that’s just where we go, ‘Yeah, but it’s our company. It’s really important to our sport. And we’re going to do it anyway.’”

07

Evolve away from inventory.

SUSAN STRIBLE, RUFFWEAR’S DIRECTOR OF MARKETING The traditional buying cycle requires retailers to place their seasonal orders, receive all the product, then work hard to sell it before discount season. In

ASK A BRAND LEADER

How much does your attitude toward technology matter?

Despite the research that social media fuels depression and that smartphone addiction erodes focus, it seems unlikely that they’re going to be left at home during outdoor adventures. So, brands are

32

working to harness those powers for good.

“One of my pet peeves has been people who are talking about ‘no technology in the backcountry,’” says Stephen Barnes, senior director of Sierra Designs. “We

should actually be advocating, ‘Kids, take your phones, take pictures, Instagram, Snapchat from the trail, tell your friends how much fun you’re having out there.’”

Sierra Designs has recruited those photo-

happy fingers to the cause, encouraging hikers to take photos of the trash they’re packing out during trail cleanup sessions as a way of spreading the word about better backcountry behavior.

“ It’s our company. It’s important to our sport. And we’re going to do it anyway.”

–KIM MILLER, SCARPA this model, retailers carry most of the risk.

Ruffwear decided to share the burden, says Susan Strible, the brand’s director of marketing.

In 2016, it rolled out Latitude, a program modeled after Amazon Prime: For a $99 annual membership, orders over $100 can be shipped for free the next day. The flexibility allows both the brand and its retail partners to respond to the market and customer demands by placing orders as needed.

To Ruffwear, the benefit in reducing excess inventory outweighed paying for the shipping costs for their partners. As of early June, 135 dealers were enrolled in the program.

In tandem, Ruffwear has worked to shrink lead time for orders from factories to a 30-day turnaround.

They employed a supermarket-style approach to stocking warehouses at those factories, allowing for quick access to the materials, and building products as needed. The move has also allowed Ruffwear to more aggressively pursue new businesses by promising that orders from new retailers will land on store shelves within 45 days.

“We believe in the end it’s going to be better for all of us to not have excess inventory,” Strible says.

“We’re eliminating waste all across the system.”

PHOTOS BY COURTESY

That’s the humorous reduction of his work, but it carries a kernel of truth. For nearly 80 years, SCARPA’s business has revolved around footwear.

And not just any footwear. Every now and then, the brand, known mostly for rock climbing shoes and ski boots, has entertained the idea that it might add mountain bike shoes or sandals to its line.

“We’ve talked about many other possibilities, and every time it’s come up we’ve thought, ‘It’s just not who we are. It’s just not in our DNA,’” Miller says.

Even when his bosses look at other brands growing from footwear to clothing, he says, he’s confident telling them that that’s too much of a diversion. Instead, growth goals center on ranking in the top three brands for sales in a set list of categories SCARPA already occupies. It’s second for rock shoes and mountaineering boots, and first for AT boots, according to the NPD Group.

Rather than designing multiple lines and tasking outside factories with producing them, SCARPA owns the factories that make its products so it can maintain tighter controls on production.

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Q&A

5 Questions for…

Phil Oren Founder, Phil Oren Fit System

to wiggle their toes so Mom could see the fit. We shouldn’t have been sticking them in X-ray machines; we should have been fitting them. At the time, I didn’t realize how bad of a job I’d been doing. When I realized how dynamic feet really are, that’s when I said, “We’ve got to change this.”

I think I just wanted to take this as a personal challenge to see if I couldn’t solve this with the help of a lot of people. Even today, you go into the big-box stores or shop on the internet, and all they’re interested in is getting your money.

I wanted to turn that around and change that mentality.

PHOTO BY JERRY NEWTON

Before Phil Oren revolutionized bootfitting, he was a shoe salesman in a retail shop at a time when it was standard practice to X-ray kids’ feet to see if their shoes fit. He spent more than two decades as a sales rep for The North Face and, later, Mountain Hardwear, but it took a bad bootfitting of his own before he realized the process was all wrong. Oren developed the Phil Oren Fit System in the 1980s by measuring countless feet and figuring out how the foot changes shape as it interacts with a boot over distance. In his spare time, he taught certification courses at retail shops so bootfitters would, at last, have effective guidelines by which to help customers find boots that would never be a nuisance. This year, the retired 83-year-old is coming back to Outdoor Retailer to reunite with old friends.

1. WHAT WAS BOOTFITTING LIKE BEFORE YOU DEVELOPED THE FIT SYSTEM? a My feet were ruined because somebody didn’t know what he was doing when he measured me before my Pacific Crest Trail thruhike. Right now, my right foot is crippled. This was happening to a lot of people. I originally started out

in the footwear industry working in a shoe store selling Red Goose and Buster Brown shoes, so I probably screwed up a lot of people’s feet when I worked in retail. You used to put a finger in the back of the foot, in the heel of the shoe, to check the size, but that’s bogus. When I was fitting Red Goose, we’d put kids’ feet in X-ray machines and tell them

2. WHAT SURPRISED YOU MOST WHEN YOU STARTED MEASURING PEOPLE AND FITTING THEM REGULARLY? a It was kind of like a domino effect, how it actually came together. I can remember measuring people at my home, and we’d measure them both sitting and standing. That’s when we realized, to our surprise, the elongation factor. When you have someone who has really bad feet or really bad overpronation, their feet elongate a lot. Maybe about 20 percent of people’s feet grow more than a size. I once measured someone in Montana whose feet elongated three sizes. But if you get them into the right footbeds, you can almost eliminate that size differential.

3. HOW DID YOU GAIN PEOPLE’S TRUST WHEN YOU WERE JUST STARTING OUT? a I think David Baker, founder of Summit Hut in Tuscon, Arizona, was a big help. He talked to a lot of people and told them they’d make a lot more money if I taught them how to fit people better. I started out of Arizona, with Summit Hut, and then I went to California, and then Washington. It took almost five years before I finally got REI to sign on.

For the first 17 years, I was still a full-time sales representative, and

I would go out and teach clinics in my downtime. I worked for The North Face for 22 years and Mountain Hardwear for three. It wasn’t until my last six years before retirement that I worked exclusively on the Fit System.

4. HOW HAVE YOU SEEN THE OUTDOOR INDUSTRY CHANGE? a Back when I first started in the outdoor industry, it was very personal. It was kind of like joining a club. I don’t want this to come out wrong, but I find that nowadays, with the brick-and-mortar specialty shops kind of going down, and the rise of internet sales, I think it really has affected the personality of the outdoor industry.

I’m only an occasional observer now—I fish and golf. But I go into a lot of golf stores to buy equipment, and I find that a lot of people on the floor don’t know what the hell they’re talking about. They just don’t know their products the way we knew our products.

5. HOW CAN THE INDUSTRY FIX THAT? a When I was with The North Face, our knowledge was very technical.

That was conveyed to each and every salesperson on the floor.

I think the industry needs more grassroots training. Teaching these salespeople how to be more professional and know their products better would really help the industry. There have got to be more people out there like me who care. And I did care, very much.

There was a big company once— I won’t name it—who wouldn’t let me train its staff. But every year, it’d have its stores send them the shoes that had been returned, and the company would have a big sale and sell them for pennies on the dollar.

If you’re not getting fit right, the second pair might not be right for you, either. Companies could save so much money if they cared more and took the time to make sure their customers were getting the right fit.

–Kassondra Cloos JULY 26, 2017 DAY 1

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Q&A

5 Questions for…

Joe Riis Wildlife Photojournalist

National Geographic Society Fellow Joe Riis travels 11 months out of the year. It’s hard to be away from home so much, but he believes deeply in his mission to inspire society to build infrastructure more thoughtfully. He’s constantly working around national parks to film and photograph deer and elk migrations in the greater Yellowstone area to show how these animals interact with the human communities around them. He’ll discuss his upcoming book, Yellowstone Migrations, at the Conservation Alliance breakfast at 7 a.m. tomorrow.

1. WHAT DRAWS YOU TO FOLLOW MIGRATION PATTERNS OF WILDLIFE? a These migrations define the edges of the ecosystem. Most of them are either on private land or federal land that we consider to be unprotected, which highlights the critical importance of federal land and essentially connects this whole area to the national parks that are valued by so many people around the world.

I don’t typically work inside the national parks; I work outside them, because I’m interested in the relationship between wildlife and human communities, and how we can work together toward a future

36

world that’s full of life. Most of my work is with motion-activated cameras that the animals trigger themselves. It shows us, essentially, what’s happening in the backcountry when people aren’t there. It’s more important than ever to see what’s happening on public lands.

2. WHAT CAN WE LEARN FROM WATCHING THEM? a If we’re there, they’re influenced by us. I think the camera traps give us a view into the wildness of the landscape in the West, and that view is important for people to see. The reality with the American West is

3. WHAT’S IT LIKE TO BE A WILDLIFE PHOTOGRAPHER? a I’m super-lucky to spend so much time on our public lands in search of wildlife. But for a lot of my work, I don’t actually see wildlife. I look for hoof prints, and I’ll set up a camera and hope to catch something that’s a special moment that gives people a different perspective. I try to share more of an intimate story of what it’s like to survive as a wild animal.

I don’t like to give off the perception that it’s super-hard work.

I’ve been supported and encouraged by so many people. When you see one of my photographs, that image came from lots of different people ranging from ranchers to hikers to the local postmaster. There are so many people who have shared their insights and experiences in the wild with me, from whom I’ve learned.

I’ve found good places to shoot thanks to tips. They’ve made my photographs possible. It’s probably been one of the greatest gifts of my work to get to know people who live around these areas and depend on them.

4. WHAT’S YOUR MISSION AT THE CONSERVATION ALLIANCE BREAKFAST? a My ultimate mission is to help people realize that we need to design

our landscape. Our protected areas are not enough. The wild planet doesn’t think about our political boundaries; the wild planet needs to move with the seasons. We need to connect places, and figure out how to do that. We need to look at our communities that surround the parks and think about how we can work together better. That means working with people who don’t necessarily have the same viewpoint as ours. We need to look at our similarities rather than our differences. It’s important for the hunting community to realize the value of the outdoor recreation community. For example, the vast majority of us [hunters and the outdoor recreation community] want the exact same thing, to protect the land. With regard to public land, I don’t think the outdoor recreation community can do it alone, nor can hunting. We both want federal lands to remain in federal hands. The animal migrations I photograph represent a challenge for us to work together.

Any transfer of public lands threatens these herds’ future.

5. HOW CAN WE ALL USE PHOTOGRAPHY TO HELP ADVANCE CONSERVATION CAUSES? a I think we need to remind ourselves that wildlife need a place to live, too. And just because there is a photo of something, that doesn’t mean it’s conservation. We need to put those photos to work, get involved in community planning, and allow the decision-makers to see what’s at stake. Photography and filmmaking can do that. Wildlife needs the freedom to roam, and photography can sometimes inspire people to allow that to happen.

–Kassondra Cloos Tomorrow: Come out for breakfast and to learn about Riis and his work at the Conservation Alliance Breakfast at 7 a.m. at the Marriott at City Creek.

PHOTO BY COURTESY

that we still have abundant wildlife in a place where there are a lot of people. We have this wonderful human society and also have abundant, functioning ecosystems.

They are animals that people depend on in a lot of communities, and that predators depend on, too.

The migrations, most of them, are happening because there’s federally protected land. People from the West [where most of these lands are] are from all different backgrounds, but people are coming together, I think more than ever, to protect the land. In the greater Yellowstone area, people don’t want any transfer of lands from the federal government to the states.

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Q&A

5 Questions for…

Jainee Dial & Lindsey Elliott Founders, Wylder Goods

2. THERE’S OFTEN A FRUSTRATING LACK OF INNOVATION IN WOMEN’S GEAR. BRANDS DEBUT NEW TECHNOLOGY FOR MEN FIRST, BECAUSE THAT’S WHERE THEY SEE THE MONEY. HOW DO YOU SOLVE THE CHICKEN OR EGG PROBLEM—BETTER WOMEN’S GEAR FIRST, OR GETTING MORE WOMEN ENGAGED WITH THE OUTDOORS FIRST? a JD: It’s pretty simple: Brands need to hire women. Put them in charge of design teams. I’m not suggesting that because of gender, you should be entitled to a certain position. But the experience of being a woman differs from being a man outside. You have to have someone with experience speaking with conviction on behalf of those experiences [during the design and product development process]. I think there are a lot of fantastic feminist men out there, and we need them, too.

But ultimately, you have to hire women for positions of power. And those women also have to hire women.

Jainee Dial (left) and Lindsey Elliott opened Wylder Goods in 2016 to create an online outdoor retail experience targeted toward adventurous women. The Salt Lake City-based business got started with the help of $54,000 from 600 backers on Kickstarter. At first, their motivation was personal: They couldn’t find a store that catered specifically to their own needs.

Now, the co-founders are working toward a much deeper goal: They want to change the narrative about women in the outdoor industry and help shape the conversations we have about gender.

1. WHY IS THERE A NEED FOR A STORE LIKE YOURS? WHAT NEEDS TO HAPPEN TO SUPPORT SIMILAR BUSINESSES? a Jainee Dial: Initially, Lindsey and I wanted this to exist from a personal need. We were sick of seeing the same ugly designs, or feeling like an afterthought when we went to buy gear. Our initial motivation was personal desire.

Our mission is to curate the best products. Secondary to that is the opportunity for business to be done in a different way. That involves

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both transparency and education.

We want to be there for the citizen activist, the backyard farmer, and the weekend warrior mother who is raising four kids and wants them to be connected to the world around them. We’re interested in telling that story. If you look at our homepage, 75 percent of the brands you’ll see there are owned by women, like Wild Rye. I think that’s indicative of how we value women in our marketplace.

If we want women to have a louder voice, we have to be more

3. HOW ARE YOU SEEING THE CONVERSATION AROUND GENDER CHANGE IN THIS INDUSTRY? a Lindsey Elliott: I think the binary male/female gender perspective —that every person is one or the other— is the civil rights frontier of our time. That’s one of the things I’m most interested in right now, as we’ve created a platform by and for women, and we want to be inclusive of all types of female gender expression. The first need we have been addressing has been the legacy of pink and paisley and flowery and this hyperfeminized vision of what it means to be a woman outside. Even in just the two and a half years we’ve been working on this, we’ve seen an evolution in product design. Now, when we visit with brands at Outdoor Retailer, it’s becoming possible to see the same color schemes in both men’s and women’s. It’s a relief. As we hear from people all over the world about what they need, we expand.

One thing I love seeing evolve in the industry, and I think what’s coming next, is more unisex designs, colors, and patterns. Snowpeak is the only one I know out there producing a truly unisex clothing line. I’d love to see more of it. We can move beyond these biases of what men want and what women want.

4. IT’S A TOUGH TIME FOR RETAIL, AND SHOPS ARE STRUGGLING. WHY DID YOU DECIDE TO START ONLINE? a JD: The brick-and-mortar business model is changing. We wanted to start online first, and it seems like that’s a trend that will stick around.

As technology evolves, we want to stay on top of those trends. By starting online first, we gave our customers an opportunity to read a little bit deeper about our mission and what we’re doing. There’s no substitute for a heart-to-heart you can have with an employee at a store, but people still connect with our brand. We don’t want to be onlineonly forever; we have a vision for creating pop-up shops in Airstreams.

5. HOW DO YOU FOSTER COMMUNITY AS AN ONLINE-ONLY COMPANY? a JD: You have to have a constant conversation with your audience.

Our homepage has a portal to content from our ambassadors and about our mission. I really don’t like the word consumer. It’s such a reductive term. It starts from a place of apathy. And I think our customers have a really heartfelt connection with us, first of all because we’re two real human beings. We’re two people who started from nothing. Neither Lindsey nor I have wealth, and we built this from the ground up with crowdfunding. That’s something a lot of women can relate to.

We, and our customers, are more aligned with the values of not just being a consumer, but being a part of something bigger. Where you spend your money matters. We’re fostering a relationship with women who understand that.

–Kassondra Cloos

PHOTOS BY MICHAEL FRIBERG

represented. We have to see women in positions of leadership and power.

OUTDOOR RETAILER DAILY

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7/19/17 9:59 AM

Wear More.Wash More. Wash Less

®

“Polygiene treatment ensure that you won’t be smelling like the trail when you hit the bar after a day on your bike.”

– Austin Parker, The Manual, April 2017

T E S T T E A M S W E AT I N G I N T H E A P U A N A L P S , I TA LY

Polygiene Permanent Odor Control

GOOD FOR THE PLANET · GOOD FOR THE CONSUMER · GOOD FOR YOUR BRAND Polygiene Odor Control Technology is a durable, effective and sustainable textile treatment that uses naturally occurring silver salt to stop the growth of odor-causing bacteria. The result? You can bike more and wash less.

WHAT WOULD YOU DO WITH 3 EXTRA DAYS? Polygiene keeps garments odor-free and wearable longer, saving water, energy, and time associated with repeated washing. Skipping one load of laundry per week adds up to three days of free time over the course of one year—less washing means more time to pursue your passions.

# wearmorewashless polygiene.com

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7/10/17 4:43 PM 2017-06-03 23:00

NEWS OPINION

The Future of the Biz is Feminine

THREE FEMININE STRATEGIES FOR SUCCESS EMBRACE EMPATHY

Empathy is putting yourself in another person’s shoes to better relate to his or her circumstances or challenges. The next time an employee misses a deadline, understanding why it happened will give you clues about what’s going on with that person and how to guide him or her in a positive direction.

BY LIZ VALENTINE, CEO AND CO-FOUNDER OF SWIFT

SHOW AND TELL Valentine speaks about these issues at 2 p.m. on Day 3 in the Deer Valley Salon of the Marriott at City Creek.

What I discovered over the course of building the business is that another set of traits—empathy, openness, collaboration—were just as critical to my success. These qualities can be applied in any field but are perhaps most needed in industries where a boys’ club mentality persists. Like advertising. Like the outdoor industry.

The good news is that these traits are available to all—women and men—because they are feminine, not female. Engendering femininity in the workplace isn’t about a female takeover, it’s about finding more success for everyone.

TODAY THE MOUNTAIN. TOMORROW THE WORLD.

Sharing your priorities and leading by example gives others permission to spend time on the things that matter to them. I have a colleague who used to omit the fact that she had kids so her employer wouldn’t question her loyalty. Today, she doesn’t hesitate to bring her daughters to the office and is upfront about leaving early to catch one of their games or performances.

STOP, COLLABORATE, AND LISTEN

Sometimes the best way to find original solutions and perspectives is to sit back and listen, especially for leaders. Your job as a leader is to create an environment where people want to share and support one another, not try to come up with the next face-melting idea by yourself.

PHOTO BY SWIFT

I

ATTRIBUTE MUCH of my success to my mother.

She is a taboo-smashing go-getter who rose out of blue-collar South Jersey to become a doctor in a big-city ER. She was a career woman ahead of her time who dealt with gunshot wounds, stabbings, and gang-fight casualties in the toughest neighborhood in Philadelphia, but still had to fight to be taken seriously and paid fairly.

She told me that I could do anything I set my mind to. As mothers often are, she was right.

I quit my job 13 years ago to restore balance to my life. Two years later, I co-founded a creative agency.

Today, we employ 140 people and work for worldclass brands like adidas, Google, and Starbucks.

I chalked a good deal of this success up to my competitive streak and tendency to speak my mind.

They are strengths I picked up from my mom, and ironically, are considered masculine qualities.

“Small but mighty” is the motto of the new LifeStraw® Play. The same powerful technology that’s always ensured you’ll have safe drinking water wherever you go is now in a more portable and playful 15 oz. bottle.

Adventures await. Lifestraw.com.

Stop by the booth to see all of our new product innovations for safe water

SIPSAFE

LifeStraw is proud to have been named the 2017 Gold Halo Award Winner in the Transactional Category

LETS THE GOOD STUFF THROUGH

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7/18/17 PM 7/18/17 12:18 6:09 PM

O U T DO O R J U L Y

FOOD TRUCKS

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ANNIVERSARY PARTY P . M .

BEER AND WHISKEY

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ASSORTED ODDNESS

7/7/17 10:19 AM

BACK ON TOUR FEATURING

7.26.17 OLDTOWNTOURING.COM

PAD D LES AND P FD S

C AST INE +

S ORRE NTO

CASTINE

SORRENTO

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GET A FRONT ROW SEAT TO VIEW THESE NEW PRODUCTS AT SUMMER OR BOOTH #32077

7/7/17 3:36 PM

NEWEXHIBITORS MEET THE NEW KIDS ON THE FLOOR

Cusa Tea

“ The age of good instant coffee has already arrived, but tea drinkers are stuck with plain tea bags, or even worse, sugary, preservative-filled instant teas. I wanted to do something about that.”

SEE IT HERE

Booth BR631

–Jim Lamancusa, founder and CEO

Full Windsor

PHOTOS BY COURTESY

“ Full Windsor is a design-forward outdoor accessory brand that creates innovative multiuse gear for camping and beyond. Our products are as elegant as they are functional and are built to last a lifetime.”

–Mark Windsor, founder

THE PITCH: Full Windsor makes unique everyday-carry gear that embraces a functional yet minimalist design ethic. The company’s latest product, The Muncher Multitool, weighs .7 ounces, comes as a single piece of aerospace-grade titanium, and combines 10 unique tools into a mighty, 6.5-inch outdoor kitchen instrument.

Frankly, there is no reason not to toss this tiny, ingenious device into your bike pannier, messenger bag, or backpack.

Full Windsor was founded in 2011 by award-winning Kiwi product designer Mark Windsor. The company garnered immediate support from the travel and bicycle communities for its innovative cycling-centric tools. Today, Windsor’s product design team is made up of inquisitive thinkers who live to create new tools that distill multiple functions into a simple, elegant design. Durability is a key design factor as well: All Full Windsor products use premium materials and are designed to last a lifetime. Whether you’re bikepacking around the world, planning a local microadventure, or traveling deep in the backcountry, Full Windsor has a product solution for your adventure. full-windsor.com

Descriptions are provided by the manu­facturers and edited for clarity and space.

Day1_43-46_NewEx_Summer17_Prep-kh-ml.indd 43

THE PITCH: On a 2016 backpacking trip in Eagle’s Nest Wilderness near Vail, Colorado, Jim Lamancusa, was sitting around at breakfast watching his friends drink quality instant coffee while he sat there with his tea bag, which had to be packed out. He started thinking, “Why hasn’t anyone made a quality instant tea?” After some research, he found that Lipton and Nestea have, in fact, made instant teas. But it turns out all the instant teas available were filled with preservatives, sugar, and fillers—not the kind of beverage he had in mind. Thus began Lamancusa’s quest to develop a premium instant tea that is nothing but tea.

Made with only organic leaves from Asia, Cusa Tea instantly dissolves to make the perfect cup every time. Using cold-steep botanical extraction, the leaves are slowly steeped and then vacuum dehydrated to preserve the original taste and benefits of tea. No waiting, no mess, just quality tea wherever you want it. cusatea.com

SEE IT HERE

Booth VO2068

JULY 26, 2017 DAY 1

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7/19/17 10:01 AM

Tailwind Nutrition

“Finishing my first Leadville 100 with my head in the trash can barfing up muesli, I knew that there had to be a better way to fuel.”

–Jeff Vierling, co-founder

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SEE IT HERE

Booth 37186

THE PITCH: Necessity is the mother of invention, and that’s certainly true for Durango endurance athlete Jeff Vierling. Fed up with fueling issues after upset stomachs and unsavory outputs, he wanted to find a solution that would propel him to the finish line while sparing his gut. After some serious R&D, he developed Tailwind Nutrition—an endurance fuel that has a mild taste and digests easily to help maintain consistent energy levels no matter how long the race. Tailwind delivers hydration, fuel, and calories in an all-in-one, non-GMO drink mix that also is gluten-, soy-, and dairy free.

Designed to be all you need, Tailwind’s endurance fuel allows athletes to ditch gels, chews, and bars. The mix comes in both caffeinated and uncaffeinated versions and offers a fueling solution for everyone from athletes cranking out huge feats to those who just want to make sure that they feel strong, energetic, and well while pursuing their passion, whether it be running, biking, SUPing, or enjoying the backcountry. tailwindnutrition.com

PHOTOS BY COURTESY

NEW EXHIBITORS

7/18/17 10:02 9:39 AM 7/18/17 AM

BOOTH 3013

Measuring What Matters Klean is a different kind of company. We’re a certified B Corporation and put people and the environment before profit. We are family and employee-owned, and we like it that way.

We design our products intentionally to make sure they are safe and that the materials we use do no unnecessary harm—to people or the tm environment. We call this Klean Design .

Klean has donated over $1.5 million to 1% For The Planet member organizations. At the end of the day this is as important as anything else. #BringYourOwn

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7/10/17 11:42 AM

Osage River Gear

SEE IT HERE

Booth PV1246

“One weekend I was camping in the Ozark State Park along the banks of the Osage River.

I was using camping gear that was equal parts expensive and difficult to put together.

After returning from the trip, I tried finding a comprehensive camping gear brand that was well-designed, easy to use, and reasonably priced. Needless to say, I didn’t find what I was looking for. A few days later, the Osage River brand was born.”

–Troy Nogosek, founder

THE PITCH: Crisp air. Rugged trails. Clear views. Good company. At Osage River Gear, we believe nature can transport each of us away from our daily grind. Simply put, being outside makes us happier and healthier. Osage River’s sole mission is to develop and design gear that encourages you to “Feel the Outdoors.” Our products are rooted in practicality. We make gear that is innovative, ultradurable, easy-to-use, and functional—all at a reasonable price.

Our complete line, which includes sleeping bags, tents, hammocks, tactical range bags, backpacks, and hydration bags, is held to rigorous quality and durability standards.

We put our money where our mouth is by offering a lifetime guarantee on all of our Range bags and camping packs.Osage River Gear is designed for campers, hikers, runners, hunters, fishermen, and everyone in between. We don’t sell it if we don’t use it ourselves. Weekend warriors, beginners, and seasoned adventurers alike use Osage River gear to enhance their comfort, control, and tactical needs when enjoying the great outdoors. Join us outside and let Osage River outfit your next adventure. osagerivergear.com

PHOTOS BY COURTESY

NEW EXHIBITORS

Stock Your Stores With The Gear That Is Trusted By Outdoor Professionals The Trusted Gear Of Team Adventure Medical Kits®

Natrapel® Insect Repellent

12 hour protection from biting insects and ticks that is safe on your gear

Adventure® Medical Kits Mountain Series, Hiker Kit

Designed to help deliver fast & effective first aid

Survive Outdoors Longer® Escape Pro Bivvy

Breathable, waterproof & 90% heat reflective. Featuring Sympatex Reflexion® fabric

Check out these products and more at ORSM booth #5017

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7/18/17 10:02 9:39 AM 7/18/17 AM

AVAILABLE IN THE APPALACHIAN TRAIL AND MOUNTAIN-TO-SEA TRAIL COLLECTIONS

TARGETED CUSHIONING

IMPACT AND VENTILATION ZONES

SEAMLESS TOE

TECHNICAL HIKING SERIES

Knitted on state-of-art 200 needle machines, the Appalachian Trail and Mountains-To-Sea Trail technical hikers provide the most technologically advanced features for ultimate performance, comfort, and durability.

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FEATURING 19.5μ U.S. Merino Wool

LYCRA® IS A TRADEMARK OF INVISTA

COMFORT COMPRESSION

Seamless Toe Targeted Cushioning Reinforced Heel & Toe Comfort Compression using LYCRA® Spandex

7/7/17 11:15 AM

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7/10/17 5:18 PM

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7/10/17 5:19 PM

Serious hydration meets serious style.

Take me with youâ„¢ ACTIVE VACUUM HYDRATION BOTTLE

40 hours iced | 15 hours cold

Book your appointment today | Booth 13009 | Email: or.calendar@pmi-worldwide.com DAY1-4_ALADDIN_ORD_S_2017.indd 1

7/10/17 3:03 PM

THEGALLERY HOT NEW PRODUCTS AT SUMMER MARKET

1. Sierra Designs’ High Side tent has

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the solo adventurer and bikepacker in mind. This one-door, one-vestibule ultralight shelter features a distinct shape that provides maximum space at a minimum weight (1 pound, 14 ounces). Its small pack size and pole section length (12.5 inches), along with its versatile awning, make it a perfect choice for traveling light. [$280] #23017 sierradesigns.com

2. The MH2, Ledlenser’s entry-level

headlamp, produces 100 lumens of light and features a rapid focus system, which allows you to adjust the spread or intensity of the light with a single twist. It runs for up to 40 hours on AAA batteries, making it ideal for short or spontaneous adventures. [$25] #30026E ledlenserusa.com

3. The popular YETI Hopper Flip now

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comes in two new sizes: the Flip 8 and Flip 18. They take advantage of the same leakproof, tough design in a more traditional cube-shaped soft cooler with added versatility and accessibility. [$200-$300] #38134 yeti.com

4. The HydraPak STOW is a flexible 1- or .5-liter bottle with a high-flow nozzle for convenient drinking. It weighs 80 percent less than many hard bottles of the same volume, and its minimal design and durable construction let it pack into tiny spaces. ($14-$17) #5031 hydrapak.com

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5. EDITORS’ PICK With the Terrex CC

Voyager Sleek Parley, adidas Outdoor introduces its first women’s-specific watersports, hiking, and travel shoe.

The yarn in its knit upper is spun from reclaimed and recycled ocean plastic through the brand’s collaboration with Parley for the Oceans. A drainage system through the midsole sheds water and a Stealth rubber outsole adds superior grip. [$100] #1017 adidasoutdoor.com

EDITORS’ PICK

PHOTOS BY COURTESY

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Descriptions are provided by the manu­ facturers and edited for clarity and space.

ALL PRICES ARE MANUFACTURER’S SUGGESTED RETAIL PRICE (MSRP).

BOOTH NUMBERS ARE CURRENT AS OF JULY 17, 2017.

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JULY 26, 2017 DAY 1

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7/18/17 4:56 PM

NEW PRODUCT GALLERY

EDITORS’ PICK

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brings comfort, ventilation, and load-carrying ability to the “superultralight” category. Lightweight silnylon ripstop materials pair with Osprey’s new NanoFly outer fabric to minimize pack weight without sacrificing durability. The 3D-tensioned, breathable mesh backpanel features side ventilation while the layered mesh harness provides comfort. Also

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available in women’s-specific Lumina. [$250] #4011 ospreypacks.com

range of motion. [$78] #23007 unitedbyblue.com

2. The Women’s Tread Printed

LifeStraw Universal adapter kit allows everyone to turn their favorite water bottle into a filter. The kit provides different-sized caps and an interchangeable filter that fits on many popular water bottles. The two-stage filter removes 99.9999 percent of bacteria and 99.9 percent of

Popover from United By Blue is made with sustainable hemp, recycled polyester, and a touch of spandex.

Lightweight and versatile enough to take you from trail to bar, it has a split center back pleat and convertible roll tab sleeves for a greater

3. EDITORS’ PICK The

protozoa while also reducing chemicals, bad tastes, and yucky odors. [$35] #36142 lifestraw.com

4. Use Mountainsmith’s Boot Cube to stash your wet, muddy gear for easy carry to and from the trailhead.

Then pop open the ventilation and drainage ports once you’re home for simple cleanup. [$70] #20015 mountainsmith.com

5. Balega Blister Resist

socks combine mohair and Drynamix for the perfect blend of nature and technology. Drynamix wicks moisture away from the skin, while mohair has the ability to keep feet warm in the winter and cool in the summer, even when wet. Balega running socks incorporate a hand-linked seamless toe, eliminating abrasion. [$14] #32112 balega.com

PHOTOS BY COURTESY

1. Osprey’s new Levity 45

OUTDOOR RETAILER DAILY

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7/18/17 4:56 PM

MT18 3000 lumens 540m beam distance 7 year warranty

DAY ENDS. ADVENTURE BEGINS. Ultra-bright and resistant to rain and dust, the new Ledlenser MT18 makes even short summer nights last forever. Designed and engineered in Germany.

HAPPY HOUR & LIGHT SALE | THURSDAY @ 4:30PM | BOOTH #30026E | LEDLENSERUSA.COM

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7/10/17 2:55 PM

NEW PRODUCT GALLERY

EDITORS’ PICK

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Hardwear has harnessed the lightweight durability of its popular Ghost Whisperer Down Jacket, added even more fill power, and created the Ghost Whisperer Sleeping Bag. With 900-fill Q.Shield down, it maintains maximum loft while resisting heat-robbing moisture.

Featherlight, 10-denier ripstop nylon makes the bag tough and compressible. The cut is snug and designed

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for efficiency, maximizing warmth and minimizing weight. It also features a durable, ¾-length anti-snag zipper and an articulated footbox for natural foot position. [$400] #26001 mountainhardwear.com

day. Its modular design has three different components: a 16-ounce stainless steel, insulated bottle and lid; a Fyre heating element; and a rechargeable battery. [$120] #16040 cauldryn.com

2. The Cauldryn Bottle is a

Sweetfire Strikeable Fire Starter, UCO Gear took its eco-friendly tinder and added a stormproof tip to create a product that’s reliable in any weather conditions. Each will

portable beverage container with a heating element attachment. It can boil water in less than 10 minutes or keep the contents warm all

3. For its Stormproof

burn up to eight minutes. [$5/8-pack] #40 ucogear.com

4. The GCI Outdoor Master

Cook Station is a spacious workstation for tailgate or camping adventures. It features a heat-resistant aluminum countertop, a lower rack for storage, four plastic side tables, a telescopic lantern pole, and a sink made of waterproof softshell material. It folds and

stores flat. [$130] #13001 gcioutdoor.com

5. The Vasque Saga GTX is a nimble and precise backpacking boot built for fast-moving treks across challenging terrain. It has a durable mesh upper for lightweight support and a breathable toebox and heel cup for extra comfort without sacrificing protection. ($230) #12001 vasque.com

PHOTOS BY COURTESY

1. EDITORS’ PICK Mountain

7/18/17 4:56 PM

Everyday adventures – unbound.

Introducing the Unbound SeriesTM soft coolers. The only soft coolers designed to go wherever you do, whether it’s the farmer’s market, the beach, or anywhere in-between.

So go ahead, let adventure be your guide. We’ll have the ingredients to fuel your day.

Come see us at booth #21005 to learn more.

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6/12/17 5:30 PM

NEW PRODUCT GALLERY

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mountain runners needing a highly breathable, wider-lasted shoe with excellent traction and great cushion.

Microfiber reinforcements and a Rock-Guard outsole protecting the breathable mesh upper make the shoe ideal for use on hard, rocky terrain. [$140] #10027 sportiva.com

2. The Therm-a-Rest Parsec 20 is an

ultralight sleeping bag bred for alpine starts and mountainside bivouacs.

The Parsec uses 800-fill Nikwax

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Hydrophobic Down to stay ultralight (1 pound, 15 ounces for the regular), while still including comfort features like oversized draft tubes and an ergonomic footbox. [$380-$420] #26015 thermarest.com

3. The Astrum Evo pack from Vaude has features and durability geared toward hostel hoppers and hut trekkers. The Tergolight suspension system adjusts to fit different torso lengths. [$189-$199] #10007 libertymountain.com

PHOTOS BY COURTESY

1. The La Sportiva Lycan will appeal to

OUTDOOR RETAILER DAILY

7/18/17 7/18/17 6:10 4:57 PM PM

VISTAOUTDOOR.COM BOOTH 16027

At CamelBak, we are the pioneers of hands free hydration but we are so much more than that. We want to empower and fuel you to go farther than you imagined on whatever journey you might be on. We want you to go off script and live in a moment without distraction. We want you to live fearlessly.

Come say hello in booth #16027.

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7/11/17 10:58 AM

NEW PRODUCT GALLERY

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portable washing machine stuff sack, the Scrubba Stealth pack is a 21-liter daypack that uses the company’s patented internal washboard technology. It features a heavy-duty base, adjustable sternum straps, weatherproof fabric, gear loops, and a sturdy handle. Cool feature: The valve lets you remove air at laundry time, but also fill the pack with water and use the valve as a showerhead. [$100] #38123 thescrubba.com

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2. Intova’s X4K is a marine-

grade action camera built to capture high-definition footage in any environment.

Featuring the industry’s only integrated light, the X4K boasts 4K, 30fps video resolution in a rugged housing that’s waterproof down to 330 feet. The camera also includes a unique dive watch-style remote control, electronic image stabilization, time lapse and slow-motion options, and WiFi compatibility. [$350] #40 intova.com

3. The new KEEN UNEEK EXO

builds off the original UNEEK sandal. Free-moving cords that form to your foot, a secure-fit lace-capture system, and a vented mesh upper deliver a precision fit.

Thermoplastic polyurethane overlays add durability and an anatomical polyurethane footbed provides cushioning. [$100] #32183 keenfootwear.com

4. Eagle Creek’s new 60-liter

Cargo Hauler Special Edition

builds on the Cargo Hauler Duffel franchise by adding a water-repellent X-Pac Dimension Polyant sail fabric, plus a polyester yarn embedded at a diagonal to increase the tensile strength, making it even more versatile and durable than before. Removable pack straps, multiple haul loops, and reinforced daisy chains mean you can pack or carry the bag any way you need. [$199] #24017 eaglecreek.com

5. Oru Kayak’s revised Bay

ST is a playful, stable 12foot vessel that can quickly maneuver through difficult situations. There’s plenty of room to stash gear for day trips and short camping excursions. Oru’s patented, origami-inspired design allows you to transform your boat to a compact box in just a few minutes—a perfect storage solution for apartment dwellers and compact car owners. [$1,599] #38122 orukayak.com

PHOTOS BY COURTESY

1. An evolution of the Scrubba

7/18/17 4:56 PM

“Progress is impossible without change, and those who cannot change their minds cannot change anything.”

— George Bernard Shaw

Utah State Capitol to celebrate our public lands and their importance to the outdoor industry and all Americans.

This Land Is Our Land March for Public Lands July 27, 2017 • 4:30 - 6 PM G AT H E R AT T H E S O U T H P L A Z A O F T H E S A LT P A L A C E

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7/7/17 10:23 AM

NEW PRODUCT GALLERY 1. The Altra Duo trail runner pairs thick

cushioning (31 millimeters) with light weight (8.7 ounces). The upper is made from a thin, breathable, reinforced material that sheds water quickly.

The Duo also features a new pillow tongue made of nubuck suede for a comfortable, secure fit across the instep. [$130] #35169 altrarunning.com

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2. Smartwool’s new PhD Ultralight

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Sport Hooded Jacket offers weather protection and ultimate comfort.

Created using body-mapping technology and merino wool, Smartwool put a DWR-treated finish on the exterior to repel the elements and mesh on the inside to promote breathability and wicking. [$120-$125] #32101 smartwool.com

3. Kelty’s new Galactic 30 sleeping bag provides comfort and extra space for campers up to 6 feet, 6 inches, and it weighs just 2 pounds, 8 ounces. It features DriDown Insulation for water resistance, as well as easy packing and transportation. Additional features include a top cord adjustment, zipper draft tube with anti-snag design, and an included stuffsack. [$100-$110] #24027 kelty.com

to go further Katadyn® BeFree™ 3.0L Water Filtration System™ No Pumping or Squeezing Gravity Powered water filter

Shake to Clean in the field No Backflushing necessary

Fast! Filters up to 2 liters/min

0.1 micron EZ-Clean Membrane™

Le a r n mo r e a b o u t t h e B e F r e e a t Booth # 2 4 0 0 1

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PHOTOS BY COURTESY

Removes bacteria & protozoa

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NEW PRODUCT GALLERY 1

1. The new Venture line of premium,

rugged coolers by Otterbox uses superior insulating technology and can hold ice for up to 14 days. The Venture’s sturdy mounting system lets you attach accessories to the exterior mounting points and integrated rails so you can build the cooler that works for you.

There’s a cutting board, dry storage tray, separators to help organize and maximize the internal space, a side table, cup holders, and drybox clips, and that’s just the beginning. [$250-$400] #5037 otterbox.com

2

2. The Caribee Disruption RFID Daypack

is a slim 28-liter bag featuring dual padded laptop (up to 15-inch) and tablet sleeves and a handy RFID protected zip storage pocket that locks to keep you safe from identity- and credit card-skimming threats. Side compression straps, bottle pockets, and a sternum strap round it out as a safe, functional everyday and travel pack. [$99] #PV1034 caribee.com

PHOTOS BY COURTESY

3

3. Mountain Khakis’ 8.5-liter Compass 6’er is an everyday, easy to carry, compact cooler. Made of 840-denier polyester for easy washing, it’s insulated with 15 millimeters of polyurethane foam. It also features exterior pockets with hook and loop closure and a webbing handle. [$50] #8009 mountainkhakis.com

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HOLY CRAP That’s a lotta education.

Use your mobile app for today’s schedule.

Or download now – search Outdoor Retailer in your app store:

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CHOOSE ® MICHELIN TECHNICAL SOLES

NEW PRODUCT GALLERY

EDITORS’ PICK

1

2

3

OUR BRAND PARTNERS

PocketRocket 2 Mini Stove Kit is the ultimate, compact grab-and-go micro cookset for minimalist cooking in the backcountry. Space-efficient and lightweight (9.1 ounces), the kit delivers convenience and performance for minimalists. [$80] #26015 msrgear.com

soles.michelin.com

2. BioLite’s solar and lighting lines converge with the all-new SunLight, a durable, portable, and compact light that self-charges from the power of the sun. This 100-lumen solar lantern features BioLite’s signature sundial and a 360-degree kickstand, which

64

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help you line the panel up perfectly to optimize sunlight capture, and can it run for up to 24 hours on a single charge. Plus, there’s a color mode for festive ambient lighting. [$20] #BR434 bioliteenergy.com

3. The North Face’s Summit L5

Ultralight Storm Jacket is the brand’s lightest, most packable Summit Series shell to date. At 5.5 ounces, the featherweight, 100-percent waterproof/breathable, seam-sealed jacket will keep you protected from anything Mother Nature doles out. [$300] #35051 thenorthface.com

PHOTOS BY COURTESY

1. EDITORS’ PICK MSR’s new

OUTDOOR RETAILER DAILY

7/25/17 7/18/17 9:50 4:57 AM PM

VA S Q U E . C O M | # T R U S T O N T H E T R A I L

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UN1TED

A great running vest deserves a revolutionary hydration flask.

And that’s why Salomon teamed up with HydraPak. Our flexible flasks compress as you drink to eliminate water sloshing, are 100% BPA free and have a Beyond™ lifetime guarantee. The #1 choice for technical hydration for over a decade.

SOFT FLASK 500 ML BY HYDRAPAK — S-LAB SENSE VEST BY SALOMON

We’ve partnered with Access Fund to support public lands conservation & recreation.

Help join the cause & get your limited edition Stow™ bottle at Booth 5031.

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Made from nature to stand up to the elements.

Introducing Teflon EcoElite™. The first renewably sourced, durable water repellent finish. It’s up to three times more durable than existing non-fluorinated repellents and delivers peak performance on cottons, synthetics and blends. To protect your performance fabrics, turn to the finish that’s sourced from nature.

Discover more at teflon.com/ordaily

© 2017 The Chemours Company FC, LLC. Teflon EcoElite™ and any associated logos are trademarks or copyrights of The Chemours Company FC, LLC. Chemours™ and the Chemours Logo are trademarks of The Chemours Company. The USDA Certified Biobased Product label is a registered trademark. The USDA Certified Biobased Product label is a certification mark of the U.S. Department of Agriculture. The bluesign logo and bluesign are registered trademarks of bluesign technologies ag. ®

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®

6/12/17 4:35 PM

F U T U R E

D A T E S

M A R K

Y O U R

C A L E N D A R S

SIA INDUSTRY + INTELLIGENCE DAY

JANUARY 24, 2018 C O LO R A D O C O N V E N T I O N C E N T E R , D E N V E R , C O

OUTDOOR RETAILER + SNOW SHOW

JANUARY 25-28, 2018 C O LO R A D O C O N V E N T I O N C E N T E R , D E N V E R , C O

WWSRA/SIA ON-SNOW DEMO

JANUARY 29-30, 2018 C O P P E R M O U N TA I N , C O

OUTDOOR RETAILER SUMMER MARKET

JULY 23-26, 2018 C O LO R A D O C O N V E N T I O N C E N T E R , D E N V E R , C O

OUTDOOR RETAILER WINTER MARKET

NOVEMBER 8-11, 2018

PHOTO: VISIT DENVER

C O LO R A D O C O N V E N T I O N C E N T E R , D E N V E R , C O

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W W W. O U T D O O R R E TA I L E R . C O M

7/12/17 3:52 PM

@THESHOW

DIG INTO OUR HIGHLIGHTS OF WINTER MARKET’S EVENTS, EDUCATION AND MORE

Events OUTDOOR RETAILER EVENTS

THE CAMP EDUCATION SCHEDULE PHOTOS BY COURTESY

(Booth #38808)

GEAR Sales Program Overview

11 am - 1 pm When it comes to new levels of store success, GEAR leads the way.

With three steps—

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TEACH, PRACTICE, AND FEEDBACK—each GEAR component builds on the one before it. And all components combine to reinforce each other. This dynamic combination creates a powerful training experience that helps your team increase sales and customer satisfaction.

more than 20 years in the outdoor industry, Scott Oshman will show you how to prevail in today’s retail environment.

Amazon: Adapt or Die

Marisa Nicholson, Outdoor Retailer VP & Show Director; Amy Roberts, OIA Executive Director; Rich Hill, Grassroots Outdoor Alliance President; and Larry Harrison (moderator) 3:30 - 4 pm Do you have any questions about the direction of

Scott Oshman, The Cairn Company 2:30 - 3:30 pm If you fear Amazon and want to figure out a way to fight and compete, this is a no-fluff workshop is for you. With 11 years of representing 50 brands on the Amazon platform and

Outdoor Retailer or why certain decisions have been made? Now is your chance to meet with Marisa Nicholson, Amy Roberts, and Rich Hill.

Stay for a happy hour afterwards.

Outdoor Retailer, OIA, Grassroots Outdoor Alliance Q&A

TREND + DESIGN CENTER SCHEDULE

(Booth #155)

The Science of Curiosity

Jason Belaire 10 - 11 am Our best work comes from

letting our minds go and losing our inhibitions. Yet, following curiosity can be hard. We must dive deep into ourselves to discover what makes us creative and able to provide design solutions that are meaningful and profitable.

You just don’t know where this path will lead you.

global testing standards, and marketing claims.

Odor is a universal problem, and customers demand a solution. Make sure you are well educated and know what your technology options are in the marketplace.

Odor Control: Myths vs. Facts

Jason Belaire 2 - 3 pm Innovation consumes our meetings from the top down. We market the hell out of it. It’s something we can’t stop thinking about. How do we reach the space where we learn to think differently in an industry that demands continual design output?

Lisa Owen, VP of Global Textiles, Microban International 11 - 12 pm Learn the dirty little secret about silver (and other odor control myths exposed). Join us for one hour as we demystify odor control technologies,

How to Define Innovation

7/25/17 7/25/17 6:15 6:10 PM PM

EDUCATION How can we learn to truly innovate, and not just disrupt but also advance the industry in a meaningful way?

Copper Cow Coffee. First 50 people to arrive each morning will receive a free SNEWS BUFF.

Morning coffee from Jetboil and Carabiner Coffee

OTHER EVENTS

9 am #26027

Breakfast with Good To-Go

Taste of Seattle Coffee Pour Over at Industrial Revolution

9 am #VO2062 Start your morning off right with a healthy and delicious breakfast from Good To-Go. Featured meals include the awardwinning Oatmeal and Granola prepared by chef Jennifer Scism.

Swim with Sea Turtles at Pacsafe

9 am #40

Nikwax’s Gear Love Story Confessional

9 am #13041 Have the virtual reality experience of a lifetime!

Stop by Pacsafe and let The Nature Conservancy take you on an underwater ride with Sea Turtles.

Wake Up with SNEWS

9 am #22050 Wake up with SNEWS for the latest in outdoor industry news and a cup of tasty, Vietnamese pour over coffee from

9 am #17001 Have a heartwarming, tragic, or perhaps sordid tale about a favorite piece of gear? Come share your #gearlovestory in our video confessional booth, walk away with a gift, and be entered to win a grand prize package of Nikwax gear care.

Join the Renewal Movement with Mountain Khakis

9 am #8009 Bring a piece of wellloved MK apparel to the Mountain Khakis booth, or the Hell Yeah! Tour rig

on the south plaza, in exchange for your choice of a new MK top or bottom for $20! The MK team will record your adventures, and the Renewal Workshop will upcycle the piece for its next life, keeping apparel out of the landfill.

Join Us On Our Durable Journey

9 am #39212 The CORDURA brand wants you to be a part of the ride. Stop by their booth to immerse yourself in the great outdoors in a brand new way. They’re debuting a 360-degree viewing experience told through the lens of some seriously durable people, all in celebration of a new brand campaign launching at the show.

The experience will take you on an exciting journey exploring the backroads, mastering the mountains and thrashing the trails.

Free Jeans Every Hour Giveaway

10 am #VO2260 We’re going to put your Canadian knowledge to the test as we host a

fast paced trivia game centered around fun Canadian facts. Every hour on the hour we will get on the mega phone and ask a trivia question.

First person to answer correctly will win a free pair of DUER jeans.

MSR Windburner Demonstration

11 am #26015 Stop by the Cascade Designs booth to see MSR’s very own Category Manager, Doug Sanders, demonstrate how MSR’s WindBurner line has expanded into a collection for all users!

CampMaid Inventor to hold Q&A and Live Demonstration filmed

by American Outdoors TV Show

11:30 am #BR423 American Outdoors TV Show is filming a Q&A with CampMaid’s inventor.

Attend and participate to meet the inventor of CampMaid, Ken Yocum, and hear about his journey becoming one of the fastest growing outdoor cooking companies in the US as well as Australia,

Angler’s Dream Come True FastTrack™ 385fta

See the FastTrack at Booth # 34105

Asia, Canada, and Europe.

Livin’ Large at Summer OR: CORDURA Brand BBQ 12 pm #39212 Swing by the CORDURA brand booth, where we’ll be continuing our year-long #CORDURA50 roadshow marking 50 years of innovation. Plus, catch a glimpse of our durable future as we unveil our new brand campaign with a mustsee 360 video viewing!

Primus Prep and Grill

12 pm #13013 Chef Stefan Lundgren from Önsköldsvik, Sweden, will be in the main Primus booth throughout the day prepping food and grilling on the new Primus Kuchoma grill. Stop by for a sample.

Maple Bacon Creamees

12 pm #32118 Darn Tough brings a taste of Vermont to Utah—get a delicious (and free!) Maple Bacon Creamee. Available only until the goodness is gone.

Daily Solar Giveaway

1 pm #BR601 Your chance to snag free Goal Zero gear so you too can live the #SolarLife.

Dave Canterbury Presents Bushcraft First Aid

2 pm #40 Survival expert, New York Times bestselling author and all-around badass Dave Canterbury covers the basics of emergency medical care in the backcountry.

Taiwan New Products Launch Press Conference

2 pm Meeting Room 355C The Taiwan External Trade Development Council is holding a Taiwan New Products Launch Press Conference with complimentary coffee, tea, and hors d’oeuvres.

See and touch new sustainable textiles and performance fabrics and learn about the hottest industry trends.

Paddle or motor

A true rugged inflatable fishing kayak. Designed for fishermen adventuring outside traditional methods to catch fish! Tough, non-slip crocodile hide patterned EVA on tubes & floor for maximum protection against sharp fins & hooks. Cut outs front & rear to keep all your trusted gear close at hand. 12’6”x36” fully inflated. Holds up to 635 lbs.

Packages start at $1149. (NY & WA residents add sales tax.)

800-748-8066 M-F, 9-5 EST

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19 N Columbia St, Ste 1, Dept S1077B Port Jefferson, NY 11777

Trail Sisters Q&A: Women’s Equality and Participation in Trail Running

Cut outs for tools & rods

3 pm #140 Ultimate Direction is hosting a Q&A with some of the very best female runners: Gina Lucrezi, Krissy Moehl, Clare Gallagher, and Tara Warren.

Tommy Caldwell Book Signing

3 pm #10007 Climbing legend Climber Tommy Caldwell will be signing copies of his new book “The Push” at the Liberty Mountain booth.

Smartwool March for Public Lands Postermaking and Happy Hour

3 pm #32101 Make a poster to support our public lands and share your plea while marching to the Capital building.

Zion Narrows Ultralite Sleeping Pad Giveaway

3 pm #BR611 Each day Klymit will be giving away 20 Limited Edition Ultralite Sleeping Pads featuring an inspiring illustration of the Narrows in Zion National Park. Entries will be accepted all day, and 10 pads will be given away at each drawing.

Backpack Bonus Hour at Deuter

3 pm #4001 Deuter will be offering the hip, versatile Walker 20 daypack each day of the show. Price is $40 while supplies last.

#SaltLakeLovesOR Happy Hour

4pm Salt Lake Visitor’s Center Stop by the Visit Salt Lake Visitor’s Center (in the Salt Palace, directly across from the Marriott) for Happy Hour to enjoy Utah beer and local music from The Wandering Stars as we celebrate 20+ years of OR in Salt Lake.

Dakota Grizzly Photo Booth

#22 4 pm Dakota Grizzly will provide a photo booth where you can take a photo with a grizzly bear (yes, really!) and grab your own personalized stainless steel tumbler.

Bob Swanson Memorial Happy Hour

4 pm #8041 In honor of the late Sierra Designs co-founder and Big Agnes designer Bob Swanson, we will be hosting a happy hour to announce a new grants program that will help fund exploration and adventure. Come raise a glass to the most interesting man in the outdoor industry.

Tepui Tents Happy Hour 4 pm #36179

7/25/17 7/25/17 6:16 6:10 PM PM

adidas Outdoor Book Signing by Climbing Legend John Long

4 pm #1017 Climbing legend, John Long, will sign copies of his brand new book, “Stories from the Dirt,” a collection of his personal stories over three decades of rock climbing.”

Jetboil and Eureka!

Happy Hour

4 pm #26027 Try a new meal from Good To-Go: Chicken Gumbo.

Chef Jennifer Scism will be cooking andouille sausage to jazz up this classic New Orleans dish.

Think Outside Happy Hour with Sierra Designs 4:30 pm #23017 Come have a beer with Sierra Designs! Check out all our new gear and meet adventure athlete extraordinaire and Sierra Designs ambassador Andrew Skurka, who will be on hand to sign copies of his new book “The Ultimate Hiker’s Gear Guide: Second Edition.”

Sunday Afternoons’ 25th Anniversary Sundae Celebration

5 pm #33055 Enjoy a sundae on Sunday Afternoons! Come choose your toppings and celebrate the company’s 25th anniversary.

KEENFest

5:30 pm Parking lot across from the Salt Palace Come hang with the KEEN crew on Day 1 of OR with drinks, fun and live music from The Head and the Heart!

Mechanical Bull and Whiskey Shots with Mountain Khakis

6 pm Industry Party Mountain Khakis brings the Hell Yeah! Tour rig to the Outdoor Industry Party along with the mechanical bull, Wyoming Whiskey shooters, and epic swag.

Thought Leadership Discussion with Cotopaxi 6 pm Cotopaxi HQ Get involved in a panel discussion at 74 Main Street.

ALL-DAY SALES Thule Stir 20L Pack Sale

#34037 Get a steep discount on the Thule Stir 20L hiking

pack. Proceeds go to Camber Outdoors.

Bears Ears mural with Jim Harris at Deuter

#4001 Public land activist and artist Jim Harris will create a Bears Ears landscape mural in the Deuter booth on days one and two.

Donations to Friends of Cedar Mesa will earn show goers a chance to take home the finished work.

Bears Ears Limited Edition Sock sale

#BR315 Farm to Feet has created a limited edition Bears Ears sock to support the Conservation Alliance Public Lands Defense Fund. The sock will only be available for $15 while supplies last.

Eagle Creek Cargo Hauler Duffel Sale to Benefit ATCF

#24017 Eagle Creek is selling Cargo Hauler Duffels, with 100 percent of proceeds going to the Adventure Travel Conservation Fund (ATCF).

Backpacker’s Pantry sale for American Hiking Society

#17037 Backpacker’s Pantry is providing all new 2017 products for more than half off retail. 100 percent of proceeds benefit the American Hiking Society.

Adventure Medical Kits First Aid Kit Sale #5017 Adventure Medical Kits will be selling Mountain Series Day Tripper Lite first aid kits for $10.

All proceeds go to the American Hiking Society.

Industrial Revolution sale

#40 Come by the Industrial Revolution booth and take your pick from a curated collection of outdoor gear at killer prices, all to benefit the Big City Mountaineers.

Air Pillow Benefit Sale for Conservation Alliance #23017 Come by the Sierra Designs booth any time during the show to pick up one of our brand new air pillows for just $10.

All sales benefit the Conservation Alliance.

Stanley Quenchers for Conservation Alliance

#14001 Come by the Stanley booth and buy a Stanley Adventure Vacuum Quenchers, the proceeds of which will go towards the Conservation Alliance.

Osprey Pack Sale

#4011 Osprey will be selling its new SS18 Hikelite for $40 to benefit the Continental Divide Trail Coalition to celebrate the upcoming 50th anniversary of the National Scenic Trails Act.

Sea to Summit product sale to benefit the Himalayan Stove Project #16001 X-Kettles and X-Brew Coffee Drippers for sale with 100 percent of proceeds donated to the Himalayan Stove Project.

Ruff Wear Wildlands Leash Sale

#34081 The Ruffwear Wildlands Leash blends our passion for protecting wild places as well as our connection with our dogs. All proceeds from the sale of this leash will be donated to The Conservation Alliance.

®

PFC-Free Durable Water Repellent (DWR) for Outdoor Apparel.

Ibex Merino Sale

#36135 Buy men’s Merino Sol T and women’s Merino OD Heather Tank every day of the show, while supplies last, to support The Conservation Alliance.

Oboz Flip Flops Sale Benefits the Conservation Alliance

#BR401 Outfit your feet for summer in Oboz’ Selway flip flops for just $20! All proceeds go to the Conservation Alliance. While supplies last; men’s and women’s sizes available.

Donate a Sleeping Pad to Softer Streets

#BR611 For some people, sleeping outside isn’t a choice. Softer Streets is dedicated to giving people experiencing homelessness a comfortable, durable, portable sleeping pad so they can rest a little easier at night. Klymit is proud to support Softer Streets by donating one Static V Sleeping Pad for every Pillow X Large we sell at Outdoor Retailer. We will be offering the pillows at a discounted price of $20.

HydraPak Sale to Benefit Access Fund

#3050 & #5031 Come by the HydraPak and Access Fund booths for limited-edition STOW 500ML bottles, co-branded and produced exclusively for Outdoor Retailer attendees. For $5, grab a bottle and support Access Fund’s public land conservation efforts.

JULY 26, 2017 DAY 1

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Know What’s Right.

75

MYTH #1 DWRs damage our environment.

FACT #1 Altopel F 3 is a high-performance, eco-friendly DWR. It’s 100% PFC-free, so you can rest assured there’s no harm to the earth.

PLEASE VISIT US AT THE CONCEPT III

BOOTH 40051 7/25/17 7/25/17 6:16 6:10 PM PM

Photo: Noah Wetzel

BOOTH #30039E Stop by to sample the BEST tasting sports nutrition on the block!

WE HAVE NEW FLAVORS HONEYSTINGER.COM

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7/25/17 7/25/17 11:56 10:46 AM AM

Product

Zone Featuring the freshest

gear on the market today.

Here is a sneak peek at what’s new and what’s coming from leading industry companies Blue Freedom

Your source for high-quality,

PERFORMANCE-DRIVEN OUTDOOR GEAR.

Portable

NEW Product!

C A MBER

Now available to US & Canadian retailers

C h air

a lifestyle brand clothing, hats & accessories

The world’s smallest hydropower plant for the backpack. Recharge electronics in the backcountry.

Winner of numerous product awards. MSRP $299

booth #PV2337 • behippy.com

www.blue-freedom.com Booth # PV1068

Special Advertising Section

Stop by BOOTH #80 to see all the new 2018 gear.

WSI-Sales, LLC w (978) 371-7173 w info@wsi-sales.com

Introducing

The TOUGHEST No-See-Um Mesh

MSRP $25 buffusa.com/spring2018

Patented technology Chemical free bug protection

see the latest wheel travel bags including the sky master wheel travel pack series

www.caribee.com matt@caribee.com

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7/11/17 5:17 PM

AVAILABLE THROUGH

Carhartt Multicam® black CORDURA® fabric Chore Coat.

A Coat Steeped in History.

The Carhartt Multicam® Black

VISIT US AT BOOTH

CORDURA® fabric Chore Coat isn’t

#40051

just your average outdoor jacket.

Made with a 500D Multicam® Black

fabric shell, quilt lining and a stylish

corduroy collar, the coat harkens back

to the outdoor garments of yesteryear while incorporating the best of today’s

innovations. With this iconic silhouette, Carhartt pays homage to the 50th

anniversary of the CORDURA® brand

PERFORMANCE

and the 1917 Chore Coat, which turns 100 years old in 2017. This limited

TEXTILES

edition jacket celebrates the special, enduring Carhartt and CORDURA® brand relationship through the decades.

Come see us to learn more! CORDURA® brand booth #39212 or Carhartt® booth #19013.

See Us at Booth 21045

STILL CRAZY

Special Advertising Section

PRODUC T ZONE A D SOR17 • 3” X 3.5”

After 30 Years!

2017

niversary!

30th An

1987

Join Us Celebrating Great Chairs & Gear. #MYFIRSTTIME

LIVE. PLAY. DISCOVER .

comfortemp® THE ALTERNATIVE TO DOWN

EVERYDAY ADVENTURE SEE FOR YOURSELF

BOOTH #30044E

BOOTH 355 - 110 Don‘t miss out and experience our new disruptive insulation technology – we are waiting for you to take the challenge!

_ProductZone_ORD_DAY0_SUM17.indd 90

6/19/17 9:58 AM

32094

Wearable Lights

Magnetic Lid Quick Stick Zone™

› Wholesale, Branding, Licensing

Special Advertising Section

› Patented Magnetic Lid Tethering Technology

Stop by BOOTH BR340 to see our innovation

LQH_ProdZone.indd 1

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6/8/17 12:21 PM

6/19/17 9:58 AM

Special Advertising Section

Red Rock Outdoor Gear See the full line at

booth PV1112

View the full line:

rrog.com

1.800.342.4654

ONE OF A KIND!

MAKES THE DIFFERENCE

AVA I L A B L E N OW F R OM SOR B OT H A N E ®

YOGA & WORKOUT COMFORT PAD

CUSHIONING COMFORT

HEEL PAD

BOOTH 30175W

Booth 30175W

insoles-sorbothane.com

800.838.3906

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sorbothane.com

1 6/2/17 SorboEase_OR-Daily-Ad_r2.indd 11:30 AM

6/2/17 11:29 AM 6/19/17 9:59 AM

SUPEREYE

Products CO. www.supereyeusa.com

Really Awesome Massage Tools®

You can buy Supereye Professional Metal Detectors and Underwater Pinpointer at:

Muscle Care Authority for Every Day Muscles™

Booth# PV1008 sales@supereyeusa.com Tel: 1 877 436 7876

Ultralight Tittta Ti an i um Cook Coo kware

Booth 33036

PRO DEALS every day! Up to 40% off!

BOOTH 30000E

Special Advertising Section

Leashes • Leads • Collars See the fu ll line at Vests • Harnesses booth PV1112 MADE IN THE

USA

MOLLE Vest & Receiver Collar

PROUD SUPPORTER

Harness & Two-Piece Leash

Booth # BR627

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1.800.342.4654

ICE AGE TRAIL

TOA K S • PRODUC T ZONE A D SOR17 • 3” X 3.5”

TS IEN ED

BEARS EARS

BOOTH 18019

View the full line:

unitedstatestactical.com

REF RE SH I

Retailers book your reservation info@toaksoutdoor.com

N CO ED M OISTURE

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• 360° Drinking Edge • Super Easy to Clean - Nothing Hidden!

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Booth: PV1136

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6/19/17 9:59 AM

MASTHEAD

OUTDOOR RETAILER DAILY snewsnet.com

outdoorretailer.com

EDITORIAL

SHOW STAFF

EDITORIAL DIRECTOR

VP, GROUP SHOW DIRECTOR

khostetter@aimmedia.com

marisa.nicholson@outdoorretailer.com

Kristin Hostetter

Marisa Nicholson

EXECUTIVE EDITOR

SALES DIRECTOR

DEPUTY EDITORS

krista.dill@outdoorretailer.com

Casey Lyons

Elisabeth Kwak-Hefferan, Annette McGivney

Krista Dill

SENIOR ACCOUNT EXECUTIVE

Paul Dillman

ASSOCIATE EDITOR

paul.dillman@outdoorretailer.com

kcloos@aimmedia.com

SENIOR ACCOUNT EXECUTIVE & PUBLISHER/ OUTDOOR RETAILER MAGAZINE

Kassondra Cloos CONTRIBUTORS

Corey Buhay, Krista Karlson, Elizabeth Miller, Zoë Rom, Madi Salvati, Ryan Wichelns

DESIGN & PHOTOGRAPHY

Ryan Johnson

ryan.johnson@outdoorretailer.com ACCOUNT EXECUTIVE

Dave Nielson

ART DIRECTOR

dave.nielson@outdoorretailer.com

DEPUTY ART DIRECTOR

ACCOUNT EXECUTIVE

Mike Leister Claire Eckstrom

ASSISTANT ART DIRECTOR

Giovanni Corrado Leone LEAD PHOTOGRAPHER

Louisa Albanese

Robert O’Quinn

robert.oquinn@outdoorretailer.com SENIOR MARKETING DIRECTOR

Jennifer Holcomb

jennifer.holcomb@outdoorretailer.com

PHOTOGRAPHER

MARKETING DIRECTOR

INTERNS

margie.lelvis@outdoorretailer.com

Lauren Danilek Hanna Hollmeyer, Lauren Tedford PRODUCTION GROUP PRODUCTION DIRECTOR

Barb Van Sickle

PREPRESS MANAGER

Margie Lelvis

MARKETING MANAGER

Sarah Langston

sarah.langston@outdoorretailer.com SENIOR ART DIRECTOR

Raymond Kang

Joy Kelley

raymond.kang@outdoorretailer.com

AD COORDINATOR

PRODUCTION/TRAFFIC MANAGER

Caitlin O’Connor SALES AND MARKETING

Laurie Stiglitz

laurie.stiglitz@outdoorretailer.com

VP, SALES AND MARKETING, OUTDOOR GROUP

BRAND DEVELOPMENT DIRECTOR

acrolius@aimmedia.com

larry.harrison@outdoorretailer.com

Allen P. Crolius

Larry Harrison

SALES MANAGER

RETAIL RELATIONS MANAGER

gthayer@aimmedia.com 303-817-7138

joe.bustos@outdoorretailer.com

NATIONAL SALES DIRECTOR

RETAIL RELATIONS COORDINATOR

Gregg Thayer

Eric Henderson

ACCOUNT REPRESENTATIVE

Sharon Burson

sburson@aimmedia.com 970-485-0846 ACCOUNT REPRESENTATIVE

Beth Prehn

Joe Bustos

Chris Sears

chris.sears@outdoorretailer.com OPERATIONS MANAGER

Kirsten Khoury

kirsten.khoury@outdoorretailer.com SENIOR DIRECTOR OF OPERATIONS

Cathy Griffith

bprehn@aimmedia.com 303-253-6317

cathy.griffith@emeraldexpo.com

Copyright 2017 © Cruz Bay Publishing, Inc.

julie.freedman@outdoorretailer.com

OPERATIONS DIRECTOR

Julie Freedman

PRESIDENT & CEO

Andrew W. Clurman

REGISTRATION OPERATIONS MANAGER

SENIOR VICE PRESIDENT, CHIEF FINANCIAL OFFICER & TREASURER

kristen.novick@emeraldexpo.com

Michael Henry

CHIEF INNOVATION OFFICER & GENERAL MANAGER, OUTDOOR GROUP

Jonathan Dorn

EXECUTIVE VICE PRESIDENT, OPERATIONS

Kristen Novick

REGISTRATION OPERATIONS COORDINATOR

Kylie Sanders

kylie.sanders@emeraldexpo.com

Patricia B. Fox

EVENTS OPERATIONS

VICE PRESIDENT, CONTROLLER

nicole.lessley@outdoorretailer.com

Joseph Cohen

VICE PRESIDENT, RESEARCH

Kristy Kaus

HUMAN RESOURCES DIRECTOR

JoAnn Thomas AIM BOARD CHAIR

Efrem Zimbalist III

Nicole Lessley

SPONSORSHIP OPERATIONS

Kristen Hartman

kristen.hartman@outdoorretailer.com BILLING MANAGER

Sara Burns

sara.burns@outdoorretailer.com

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CLASSIFIEDS CLASSIFIEDS

Magforce is looking to hire multiple Regional Sales Reps. We are a Magforce is looking to hire multiple Regional Reps. We are a military-inspired lifestyle brand carrying bags,Sales backpacks, accessories military-inspired lifestyleare brand carrying bags, backpacks, accessories and apparel. Applicants required to have knowledge with online and Applicants areoutdoor required to have knowledge with online salesapparel. and connections with related specialty stores.

Good sales and connections related specialty Goodis communications skillswith and aoutdoor willingness to follow up stores. with stores communications andand a willingness to follow up with stores essential. We are skills an EOE veterans are welcome.

Please visitisus at essential.

We are an EOE and veterans are welcome. Please visit us at Booth #32199.

Booth #32199.

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7/25/17 AM 7/25/17 11:35 9:54 AM

BEST OF BOOTH

ORD

Best of Booth Summer Market

2017

Large Booth

Touchy-Feely

NEMO’s upgraded booth focuses on letting visitors get cozy with their gear.

U

1

T

URNS OUT DRIZZLY SLC weather is just one tiki bar away from island paradise. At this year’s Demo Day, Costa stood out from the crowd—in more ways than one. Reps ditched the rest of the beachside booths, drove their motorized home base out to the middle of the Jordanelle Reservoir, and waited for thirsty paddlers to come to them. The reward for the trek? Coffee and boxed water— served to your bamboo barstool or delivered boatside—to fuel the morning’s waterfront exploration.

PGRADING FROM A small, homemade booth to a large professionally done exhibit is a big undertaking. And going big this summer, right before the show’s relocation to Denver, would understandably make a marketing department a little uneasy.

NEMO Equipment (#16099) was well into its plans to upgrade when the venue change was announced, but the brand’s Senior Marketing Director Kate Paine wasn’t fazed. “The whole thing will move with us,” she says. But for now, they’re focused on the debut and creating an interactive experience for visitors.

The booth’s central feature is a small stage built specifically to show off NEMO’s new Stargaze Chair, which passersby will be invited to try. Sleeping bags hang around the sides of the booth, begging to be touched, and tents drop upside down from above. “The booth isn’t designed for us,” said Paine. “It’s designed for customers to get to know the products and to be as interactive as possible.”

And any fellow New Hampshirite will appreciate the hometown touch that the Dover-based brand built along the stage. Rather than a bland waist-high wall, designers opted to add an homage to their state symbol. The Old Man of the Mountain with overlaid metal silhouettes showing the cliff’s original profile as well as the collapsed version adorns the booth. According to Paine: “It’s just a little piece of home.”

–Ryan Wichelns

2

1. “You don’t need to spend a lot of money if you do it well,” said NEMO CEO Cam Brensinger, commenting on the booth’s use of something as simple as wireframe displays. 2. The Old Man’s demise in 2003 had no impact on New Hampshire’s attachment to it, which is why Granite State-based NEMO chose to feature the cliff. 3. Tie-off points on Costa’s motorized cabana meant wave-weary paddlers can take a load off without losing their ride.

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PHOTOS BY LAUREN DANILEK

3

7/25/17 6:07 PM

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7/10/17 11:29 AM

DEVELOPED IN SWEDEN WORN AROUND THE WORLD

Our founder Ã…ke Nordin loved travel and exploration. To facilitate this passion, he started creating gear and equipment for trekking, camping and exploring the world and in 1960 he founded a company named after his favorite animal, the Arctic Fox. Today, as then, we design and test product in Sweden to be worn around the world. On every continent and in every condition, from city to summit.

VISIT US AT OUTDOOR RETAILER: BOOTH #14013 fjallraven.us

DAY1_FJALL RAVEN_ORD_S_2017.indd 1

7/7/17 11:31 AM

DEVELOPED IN SWEDEN WORN AROUND THE WORLD

Our founder Ã…ke Nordin loved travel and exploration. To facilitate this passion, he started creating gear and equipment for trekking, camping and exploring the world and in 1960 he founded a company named after his favorite animal, the Arctic Fox. Today, as then, we design and test product in Sweden to be worn around the world. On every continent and in every condition, from city to summit.

VISIT US AT OUTDOOR RETAILER: BOOTH #14013 fjallraven.us

DAY1_FJALL RAVEN_ORD_S_2017.indd 1

7/7/17 11:31 AM