ORD Day4 Summer 2017

ORD OU TDOOR RE TAILER DAILY | POWERED BY SNE WS

NEWS PUBLIC LANDS END GAME

It’s been a wild year for activism and advocacy, but what’s next for the movement?

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FAREWELL SO LONG, SALT LAKE CITY!

After 22 years, the show is skipping town.

Attendees look back over two decades of memories.

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FEATURE THE FUTURE OF RETAIL

Want to predict where your customers are heading? Talk to the specialty retailers who know them best.

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4 DAY

J U LY 2 9, 2 017

The Other Side of

ALEX HONNOLD

The industry’s biggest star is ready to create a legacy BEST of BOOTH Roastyz Toastyz builds pavilion digs with a chainsaw. p. 84

The official publication of:

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ORD OU TDOOR RE TAILER DAILY | POWERED BY SNE WS

NEWS PUBLIC LANDS END GAME

It’s been a wild year for activism and advocacy, but what’s next for the movement?

PAGE

7

FAREWELL SO LONG, SALT LAKE CITY!

After 22 years, the show is skipping town.

Attendees look back over two decades of memories.

PAGE

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FEATURE THE FUTURE OF RETAIL

Want to predict where your customers are heading? Talk to the specialty retailers who know them best.

PAGE

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4 DAY

J U LY 2 9, 2 017

The Other Side of

ALEX HONNOLD

The industry’s biggest star is ready to create a legacy BEST of BOOTH Roastyz Toastyz builds pavilion digs with a chainsaw. p. 84

The official publication of:

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CONTENTS

Day 4

Outdoor Retailer Daily

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NEWS

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Free soloist Alex Honnold shifts from big walls to big causes with a renewed focus on public lands advocacy.

Petzl’s Keese Lane says customers are a great source of product innovation.

All About Alex

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A Bigger Tent

Outdoor leaders say public lands protections are more achievable if the industry reaches out to a broader recreational user base.

From Royal Robbins to Ueli Steck, we pay tribute to the industry greats and adventure pioneers who passed in 2017.

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Party Scene

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Question of the Day

What should be the theme song of OR?

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So Long Salt Lake City

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FEATURE What will customers want in 2027 and beyond? We read the outdoor industry tea leaves for you.

Thank God for Thursday. At the end of Day 2, meetingweary attendees let their hair down.

– MIKE GERACI, CHIEF STRATEGY OFFICER, MERCURYCSC PAGE 30

Roll out the welcome mat for these OR newcomers: bambu, Wingo Belts, MyCharge, and Trailtopia.

In gorpcore, function is stylish—and so are socks with sandals.

Outdoor Legacies

“ YOU NEED TO STAND FOR SOMETHING IN THE HEARTS AND MINDS OF YOUR CUSTOMERS.”

New Exhibitors

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Crunchy Fashion

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Opinion

Meet the Future

GEAR

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Hero Shot

The NEMO Stargaze Luxury Recliner, with its hammockstyle swing, is the La-Z-Boy of car camping.

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New Product Gallery

This collection of cool new gear, along with our Editors’ Picks, will make you drool.

EVENTS & EDUCATION

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Parties, Speakers, Workshops & More

As OR moves to Denver, parting is bittersweet. Take a walk down memory lane before you leave.

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

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BEST BOOTH

Q&A

A subscription gear box guru is full of surprises; follow the success of a young adventure blogger; get the inside scoop from a next-gen marketer.

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Roastyz Toastyz

This winning display in the Pavilions has a downhome feel that reflects the company’s family roots.

PHOTOS THIS PAGE: BYPHOTOS TK BY (CLOCKWISE FROM TOP): COURTESY; LAUREN TEDFORD; LOUISA ALBANESE. COVER: LOUISA ALBANESE

REI’s Force of Nature campaign

OUTDOOR RETAILER DAILY

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T:10.5”

T:12”

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

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NEWS

WHAT’S HAPPENING OUT THERE

The Other Side of Alex Honnold

The biggest name at OR talks advocacy, heroes, and how to get the rest of the world fired up. BY COREY BUHAY

T

HE SPOTLIGHT WAS NEVER PART of the plan. With his June 3 free solo of Yosemite’s El Capitan, Alex Honnold secured his place as the outdoor industry’s biggest celebrity— a height he never meant to ascend to. Even so, it’s a platform he’s learned to embrace.

Over the past decade, he’s risen from a wide-eyed Valley hopeful to a vocal member of the outdoor industry, a philanthropist, and a public lands advocate—proof that when something important is on the line, even “No Big Deal” Honnold has a serious side.

PHOTO BY LOUISA ALBANESE

CONTINUED ON PAGE 66

THE PROMISE OF PUBLIC LANDS

The outdoor industry has rallied to support wild spaces, but moving that forward will mean making new allies and aiming for the long haul.

Though the banners are down and the marchers have gone home, campaign to preserve public lands is far from over. Outdoor industry leaders say the next phase entails a years-long endurance effort and partnerships with new allies. Welcoming women, minorities, and other user groups will need to get underway quickly— not only to meet the demands of future population trends, but because of what is at stake now.

“The secret to success in the public lands issue is engaging a broader community,” said Kenji Haroutunian, president of the Access Fund board and former Outdoor Retailer show director. “If we want this story to resonate with more Americans, we need to be more inclusive in our marketing, in our recruiting, in our leadership, and even in our structures so that there are lots of different places for diverse people to see themselves in our rank and file, in our leadership, and in the wild.”

Haroutunian said this more inclusive industry should be open to hunters and anglers along with mountain bikers, paddlers, climbers, and even off-roaders. Such an effort has already started in places like Colorado’s Outdoor Recreation Industry Office, where a coalition of more than 30 groups, including climbers, skiers, land managers, and conservationists have come together to talk about recreation. “It’s not easy,” said Haroutunian of the Colorado coalition where he serves on the advisory board, “but it’s necessary right now.”

“The results of this election show that the demographics and the psychographics in this country have changed,” said Tyler Lamotte, vice president of global brand marketing for KEEN. “We need to be far more open-minded and bring more people into the tent, versus just standing on a soap box and preaching.”

Much of the conversation about conservation has come down to what Lamotte described as the Instagram trope of “small person in a big landscape,” which asks people to care about places they’ve never been to or experienced. But personal stories from all sides of the experience could generate buy-in from a broader base.

“Public lands, rather than being a divisive issue, could actually be a uniting issue in a divided America,” he added.

Lamotte points to “The Heist,” the KEEN-sponsored forthcoming film from WZRDmedia, as an example of how to effectively portray public lands from the perspectives of those who make a living in the rural CONTINUED ON PAGE 68

JULY 29, 2017 DAY 4

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NEWS

The Stylish Show

Gorpcore is taking fashion runways, city streets, and the Salt Palace by storm. BY MADI SALVATI

S

OCKS AND CHACOS? Fleeces that fit like bags? Vests? In 2017, the fashion industry is saying yes to all.

It’s called gorpcore and it’s fusing the fundamentals of practical campwear with the principles of high fashion to create an urban inside joke with a dash of earnestness.

“The clothing we choose to wear sends a message on who we are and how our values align in the world,” said Sunshine Fox, senior manager of color, material, and trend at REI. “Gorpcore tells the world that you care about the environment and that you take time to unplug and get outdoors.”

Like normcore before it, gorpcore’s main idea is that the unfashionable can be fashionable—if you wear it right. At its center, gorpcore is a rejection of consumerism where minimalism supplants glamour.

Fashion reporters in New York have noted gorpcore beginning to infuse street style—with some trend practitioners going as far as to wear fleece vests and fanny packs as they tromp around Manhattan and Brooklyn.

For retailers and buyers alike, it’s more than just a fleeting burst of Patagucci pullovers and

Adam Roy, you sexy beast

grandpa-ish wool sweaters, but a sign of the times.

“We view gorpcore as a response to the chaos and anxiety happening in the world,” says Fox. “From politics to the feelings of always having to be tethered to a device.”

Gorpcore answers the call of the wild with a response that's hard to argue with: The only way out of the chaos is over the back fence and into the woods.

COMING TO A STATE NEAR YOU In 2013, Utah Governor Gary Herbert established the country’s first office of outdoor recreation, intended to rally brands within the state for shared causes. He started a trend that doesn’t show signs of slowing down: In June, North Carolina became the latest state to establish an office. Montana has also decided to create one, and Oregon won’t be far behind.

“The momentum is real,” said Cailin O’Brien-Feeney, Outdoor Industry Association’s local recreation advocacy manager. These offices—which are already operational in Utah, Colorado, Montana, and Washington—have been created in direct response to

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requests from OIA members, O’BrienFeeney said.

In June, North Carolina made official plans to hire a director and open an office in January, 2018. Ross Saldarini, president and co-founder of Mountain Khakis, was a vital part of getting that bill approved, O’Brien-Feeney said, and he’s also planning to be involved with hiring and training the office’s first director, along with other industry leaders in North Carolina.

“Federal policymakers pay a lot more attention to things that the Outdoor Industry Association is trying to communicate to them if the messenger is someone they know from their local

community,” Saldarini said. “That’s one of the real weapons the directors of outdoor recreation have: They can connect local issues around outdoor recreation, access to public lands, and protection of public lands, to federal policies.”

Beyond gathering strength in numbers, these offices can also teach outdoor businesses how state governments can help them grow.

“Often, businesses don’t really know what resources are available to them,” Saldarini said. “So they don’t know the right questions to ask.”

These offices are about “having a designated problem-solver within state leadership who wakes up every

day figuring out how to support the outdoor industry in that state,” O’Brien-Feeney said.

Outdoor recreation directors can also help brands within their states understand how to find their voices and serve as advocates for public lands issues.

“Ninety-five percent of the people who buy a Mountain Khakis piece of apparel, at some point, use it in a federal or state park,” Saldarini said.

“Federal and state parks are tremendously important to everybody on this show room floor. This role, if nothing else, helps connect advocacy and corporation in a meaningful way and in a non-partisan way.”

PHOTOS BY LAUREN TEDFORD

Outdoor rec offices are on the rise. BY KASSONDRA CLOOS

OUTDOOR RETAILER DAILY

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Designed for backcountry survival and outdoor adventure, the Signal saws, starts fires, hammers, and more. Master every challenge, so you can just enjoy the view.

SEE THE SIGNAL AT BOOTH 30026E www.leatherman.com | @leathermantools

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OBITUARIES

N

OT EVERY TITAN of the outdoor industry needs to make it to the show floor twice a year to have an impact.

Whether through product innovation, brand leadership, environmental activism, or athletic achievement, each one of these people shaped in some small way what we said and did here this week. The show is a little less lively without these giants walking the aisles, but the influence they had on us will not quickly disappear.

Carsten von Birckhahn

Saying Goodbye We look back on the impact of the people and places that are no longer with us.

BY RYAN WICHELNS

ALEX BAIRES JENNIFER NOLFI DIRECTOR OF ATHLETIC & OUTDOOR INDUSTRY PROGRAM, PORTLAND STATE UNIVERSITY

CATEGORY MANAGER, SOFT COOLERS AT YETI, GRADUATE, SKIP YOWELL FUTURE LEADERSHIP ACADEMY

In the outdoor industry, it’s almost inevitable for brand leaders to be passionate about the sports they sell, but it is rare to be at the top of those two categories simultaneously.

Carsten von Birckhahn checked both boxes, as both the CEO of Edelrid and a high-level athlete. In 10 years at Edelrid, he was instrumental in expanding the brand’s sustainability practices and even had a hand in developing a new ropebraiding technology. Outside the office, von Birckhahn is credited with first ascents in Patagonia, sharing a rope with pros like Colin Haley. “He was a pioneer and a hands-on man, a mountain enthusiast and a gear innovator,” the company said in a statement. “He made his vision—making

STEVE BARKER FOUNDER, EAGLE CREEK, OUTDOOR FOUNDATION BOARD MEMBER

the world safer and simpler for mountain sports enthusiasts—the mission for a whole company.”

Von Birckhahn died in a paragliding accident July 15. He was 49.

Royal Robbins

If Royal Robbins were here today, he would be proud to see the activism permeating the outdoor community. Robbins was a pioneer of clean climbing ethics and techniques in the early days of Yosemite, and an active conservationist often referred to as the “conscience” of the industry. “Every time I saw him walk into a room, you could feel a

Royal Robbins

PHOTOS BY COURTESY

Carsten von Birckhahn

PETER METCALF SALLY MCCOY FORMER CEO, CAMELBAK, OUTDOOR FOUNDATION BOARD MEMBER

CASEY SHEAHAN CEO, KEEN

FOUNDER AND FORMER PRESIDENT/CEO, BLACK DIAMOND

VALERIE PRESOLLY DIRECTOR OF SUSTAINABLE BUSINESS INNOVATION, MEC

VIK SAHNEY DIVISIONAL VP OF SUSTAINABILITY, REI

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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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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OBITUARIES

Ueli Steck

Alpinism has always been a risky endeavor, but if anything could make you forget that, it was the methodic confidence of Ueli Steck. One of the most impressive climbers in history, Steck was known for his speed ascents, superhuman fitness, and daring solo climbs across the Alps and Himalaya.

The winner of two Piolets d’Or, he is well known for breaking speed records on The Eiger and Annapurna.

Ueli Steck Steck was killed

Check

April 30 in a fall while acclimatizing for a new route that included Mt. Everest’s seldom-climbed West Ridge. “The tragic loss of one of the true legends of the climbing industry is just as hard to accept today as it was the day we all heard the news,” said Mountain Hardwear’s Dennis Randall. “RIP Ueli.

There will never be another like you.”

Steck was 40.

The Hillary Step on Mt. Everest

The Hillary Step, Mt. Everest

The 40-foot rock buttress situated at 28,839 feet on the Southeast ridge of Mt. Everest has been the crux of the popular South Col route for 64 years. But after a season of speculation as to what lay beneath heavy snowpack, climbers confirmed the demise of the famous pitch. First climbed by Sir Edmund Hillary and Tenzing Norgay during the mountain’s first ascent, the route typically involved using

fixed ropes or ladders to scale a vertical, Class 4 cliff. Last year, climbers began to suspect that it had been destroyed by a 2015 earthquake, but high snow levels made assessment difficult until May, when the loss was confirmed.

The step was approximately 60 million years old.

PHOTOS BY COURTESY OF MOUNTAIN HARDWEAR; ISTOCK.COM

shift, as if everyone knew they were in the presence of greatness,” Michael Millenacker, the CEO of Robbins’ namesake company, told SNEWS. “Many like me will always be inspired and guided by his leadership.”

Robbins passed away March 14 at age 82.

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SCENE

CAPTURING THE SHOW’S KEY MOMENTS

2

Out on the Town

After Day 2, the energy left the Salt Palace and picked up at the after parties, where good music and furry friends created another round of SLC memories.

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1. Cotopaxi celebrated the one-year anniversary of its brick-and-mortar shop in Downtown SLC wth a chill acoustic guitar set by Joshua James. 2. Experticity took a different approach, offering an energetic set of crowd-pleasing covers that got people onto the dance floor. 3. The DJ at Experticity’s party served up some tunes prior to the band’s arrival. 4. A showgoer engages in a staring contest with a llama at Cotopaxi’s anniversary party. Llamas, though docile, are fiercely competitive and known for their focus. Winner: llama.

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PHOTOS BY LOUISA ALBANESE (3); LAUREN TEDFORD

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GEAR HERO SHOT

NEMO Stargaze Luxury Recliner

PHOTOSBY PHOTO BYLOUISA TK ALBANESE

Kick back in comfort and let the night sky come to you in this new spin on camp furniture.

With the explosion of lightweight camp chairs in recent years, the team at NEMO took a decidedly unique approach to the Stargaze Luxury Recliner. “We don’t believe camp chairs are for ultralight backpackers,” says Cam Brensinger, founder and CEO. “People who saw off their toothbrush to save weight aren’t about to bring a chair.” Instead, NEMO targets tailgaiters, car campers, beach bums, and festivalgoers with its hammock-style swinging chair that combines ergonomic design and durable materials to create a comfortable sitting experience. Unlike a hammock, the chair doesn’t require trees or poles to set up, and unlike a rocker, it can be used on uneven ground. “Most people fidget a little bit,” says Product Development Manager Zack Kamen. “This chair is for them.” –Krista Karlson

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OUTDOOR RETAILER DAILY

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BE LIGHT BE FAST BE FREE

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

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NEWS

Question of the

Day

What do you think the show’s theme song should be?

“I would have to choose ‘We are the World.’ There’s so much stuff here.

It’s huge. There are people from all over the world.

It is amazing how much creativity and innovation have come into this outdoor world.”

A DRY RUN WITH

NATURE

–Vince Salazar, Regional Sales Rep, Reyn Spooner

“ This is weird, but the song ‘Sweet Caroline’ comes to mind. I’ve met a lot of people from the South and Northeast. One of the lyrics is ‘reaching out, touching you,’ and I’ve had to reach out and shake a lot of people’s hands.”

–Stephanie Neff, Consumer Sales Rep, Danner

“I’m thinking something by Tom Petty.

Really any song by him. It just goes with the aesthetic of this whole place.”

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“‘The Imperial March’ for sure. This is a dark time, but we see light at the end of the tunnel. The Jedi are on their way. The greatest is yet to come.”

–Andy Cochrane, Director of Marketing, Oru Kayak

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PHOTOS BY LAUREN TEDFORD

–Leann Rannon, Director of Sales, Alternative

OUTDOOR RETAILER DAILY

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40 Years Committed to Life’s Everyday Adventures

photo by Zach Doleac

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

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NEWS

So Long, SLC! “The Industry Jam, which was this party with a bunch of different bands made up of reps, sales managers, whatever, was one of the highlights of OR. Everybody jammed out together and everybody else cheered them on.”

—JESS KUBAT, MARKETING PROGRAM MANAGER AT CASCADE DESIGNS

“I loved the Pinewood Derby last year.

We entered a mini cargo box. We were the best looking for sure but also the slowest.”

“ A few years ago, I got to open the show and that was a lot of fun.

I got to go up to the show office and it was kind of nerve-wracking and you write out your script and you want to make sure you hit all your talking points and the mic goes on and your heart starts racing. It’s a lot of fun!”

—GLYNN MONTEMAYOR, SALES COORDINATOR AT OLUKAI

—SAMANTHA MURPHY, RETAIL MARKETING COORDINATOR FOR THULE

“I feel like Toasters is part of our tribe. … Being recognized in a restaurant in a town I don’t even live in is very comforting.”

“ When I turned 21, the team threw me a party, and my boss flew my mom out to Salt Lake City, which was really sweet. And then my friend hit on my mom the whole time. Nothing is sacred.”

—CARLO NASISSE, PHOTOGRAPHER AND VIDEOGRAPHER WITH OUTDOOR RETAILER

—SAMANTHA KILLGORE, MARKETING DIRECTOR AT SCARPA

“ I LOVE THAT THIS SHOW IS DOG FRIENDLY. WE BROUGHT OUR DOG EVE TO EVERY SHOW FOR ABOUT FOUR YEARS. SHE WAS OUR BOOTH BABE.”

“ I’ve had many, many fun conversations and brainstorming sessions at the Marriott across the street. I can remember sitting there many nights with Skip Yowell, Dana Gleason, and so many others who were pivotal to the start of the outdoor industry.”

—CINDY MCNAULL, GLOBAL BRAND AND MARKETING DIRECTOR FOR CORDURA

–LISA BREITENFELDT, PRESIDENT & CEO CACHE ADVANCE

—SHANNON DAVIS, EDITORIAL DIRECTOR, REI ADVENTURE PROJECTS

“All that Mormon stuff is pretty cool.”

—TRENTON EVANS FROM IDAH0

“ The OR parties on Pierpoint, probably 10 or 15 years ago. They used to take up the whole block and rope the streets off.”

“So, Darn Tough has the maple ice cream with bacon bits. Well, I started infusing vodka a year and a half ago and I gave Darn Tough a bacon-infused jar and they were like, ‘What?’ So now I go around to all the drinking things and sample vodka. Is it 3 o’clock yet?”

—HANS FLORINE, SPONSORED CLIMBER, OUTDOOR RESEARCH

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“The original invite from PR hack Alli Noland said something like ‘Hey, let’s meet to look at product and eat a health missile.’ I immediately said ‘Yes, and btw what the hell is a health missile? Now, 15 or so years later, we’ve shared our last hot dog lunch in SLC—and even wished farewell to Paula, the hilarious woman who has served us for so many years that she knows we have two health missiles coming right up.”

—DAVE COZZONE, VICE PRESIDENT OF PRINCETON TEC

“That time Lynn Hill beat all the guys in the pull-up competition.”

—ERIC LARSON, ATHLETE

PHOTOS BY LOUISA ALBANESE; COURTESY HELLY HANSEN, AMERICAN ALPINE CLUB LIBRARY, BLUMENFELD AND ASSOCIATES PR, LLC., REVOLUTION HOUSE MEDIA, MSR, REVOLUTION HOUSE MEDIA, TURNER PR, CHERB PR

On the final day of the show, take one last stroll down memory lane.

OUTDOOR RETAILER DAILY

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PHOTOS BY LOUISA ALBANESE; COURTESY HELLY HANSEN, AMERICAN ALPINE CLUB LIBRARY, BLUMENFELD AND ASSOCIATES PR, LLC., REVOLUTION HOUSE MEDIA, MSR, REVOLUTION HOUSE MEDIA, TURNER PR, CHERB PR

“Demo Day at Solitude (Winter Market 1999) was filled with rigorous skiing and capped by a whole bunch of beers and a long soak in a bubbling hot tub.

It occurred to me the next day that I was ‘late.’ My friend, Annie Getchell, dragged me to CVS and made me pee on a stick that night in our Little America hotel room. Yep: Positive. I floated around the show for the next four days holding my secret, trying to concentrate on appointments, and making clever excuses for not drinking. My son, Charlie, was born (healthy) 8 months later.”

“ Seeing Yonder Mountain String Band was awesome.

I woke up the next morning and had the ticket stub, so I know it happened.”

“In 2004, BACKPACKER sponsored the one and only OR Dodgeball Tournament. I remember the shocking intensity of the teams that showed up, many in elaborate costume. The North Face came wearing throwback headbands, tank tops, shorty shorts, and striped tube socks. Many teams played ferociously. One match nearly resulted in a brawl. (The guilty parties shall remain nameless.) Two people ended up in the emergency room: One guy rolled and broke his ankle after juking to avoid a ball, and I ripped my finger open while scaling a chain link fence for the same reason. Suffice it to say that event will be fondly remembered—but never repeated.”

—SHANE WILLIAMS, A CLIMBER FOR MAD ROCK CLIMBING

—JON DORN, GENERAL MANAGER OF AIM OUTDOOR GROUP

“Psicobloc.”

—JOHN LONG , ADIDAS CLIMBER AND AUTHOR

“ SNOWBALL FIGHTS AFTER DINNER. FOOSBALL IN THE BASEMENT OF THAT BAR OVER THERE. GETTING OVERSERVED AND RUNNING THROUGH THE FOUNTAINS AT NIGHT.”

—KRISTIN HOSTETTER, EDITOR-IN-CHIEF OF SNEWS AND OR DAILY

— MARITA FIEDLER, A BUYER FROM SKI HAUS IN STEAMBOAT SPRINGS, COLORADO

The Day the Twister Came Summer Market 1999 was one to remember.

“ One OR I managed to climb every day of the show. We did West Slabs on Mt. Olympus, the South Ridge of Mt. Superior, and then this media event that was out at a crag. Three days out of three.”

—BRENDAN LEONARD, AUTHOR, ATHLETE, AND OWNER OF SEMI-RAD.COM

△ If you were at Summer Market in 1999, you remember exactly where you were when the tornado hit Salt Lake City on August 11.

Squarely in its path: the newly erected canvas and steel pavilion structures.

It was over in a just a few minutes, but the devastation was epic.

One of the pavilions was virtually flattened, the other in tatters.

One person died (Allen Crandy), more than 90 were injured, and hundreds of thousands of dollars of

merchandise were lost.

The industry showed its deep sense of community that day (much like we did at the March for Public Lands at this show). Anyone with EMT training performed triage, hundreds of hands helped with cleanup, and large booths absorbed small brands by the dozens to make sure the show went on.

We polled Facebook for memories: △ “My old biz partner Brian Cousins and I were smack in the middle of

it. It destroyed our booth and my old FJ’s windows but we survived.”

–Stephen Sullivan △ “I commandeered the Inn at Temple Square’s shuttle van as an ambulance.”

–Steve Bendzak △ “I saw it develop in front of us in the Hilton Hotel ... heading straight for us ... it turned as we ran for the elevator toward the Salt Palace.

I watched telephone poles and trees get ripped out of the ground.” –Holly Booth

△ “I was the second-tolast customer in the liquor store. Bought bottles of bourbon, Scotch, rum, and vodka.

I was pretty popular that evening as we hung out and watched the news.”

–Ryan Hanegan △ “We were setting up the Thorlos booth in the ballroom. I delayed going to the tents for a meeting, which was at tornado time. We were evacuated due to a gas leak in the building.”

–Deb Lazenby-Johnson

JULY 29, 2017 DAY 4

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SCOTT ALLEN GENERAL MANAGER, HYDROFLASK

LISA PIKE SHEEHY VP OF ENVIRONMENTAL ACTIVISM, PATAGONIA, OIA BOARD MEMBER VALERIE BONE DIRECTOR OF CORPORATE RESPONSIBILITY, PMI/STANLEY GARETH MARTINS DIRECTOR OF MARKETING, OUTDOOR INDUSTRY ASSOCIATION

BEA FOU

ELLA STUDENT ELLA STUDENT

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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NEWS FEATURE

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Meet the Future

They’ll be a little more interested in a day in the park and a little less driven to master a 5.14. They’ll want to wear their outdoor values on their sleeves, literally.

And yeah, they’ll consider smartphones to be the 11th Essential. Get to know them: These are the customers of tomorrow. And they’re already rewriting how to succeed in this business. BY ELISABETH KWAK-HEFFERAN JULY 29, 2017 DAY 4

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T NEWS FEATURE

he outdoor industry has always had to adapt to an evolving customer base— but shifting demographics, developing technology, and a turbulent economy make right now a period of particular volatility. There’s a whole new population poised to join the outdoor tribe, new tech tools to reach them, and new stories to be told. Embrace these changes and everyone, from brands to retailers to PR firms, will find opportunity.

Ignore them at your peril.

In the next 10 years, your customers will…

ORD’s Crystal Ball

THE FUTURE OF

Facial Hair

We’ve reached peak beard.

Look for men to rediscover their razors, but to use them only sparingly.

We’re calling it: Muttonchops are coming back.

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Redefine “outdoorsy”

Gone are the days when calling yourself an outdoors lover meant thru-hiking a long trail or attempting K2—or even ticking off occasional weeklong backcountry expeditions. While there will always be an elite group of athletes buying supertechnical gear, tomorrow’s customers will be more into hanging out in camp with a microbrew in hand than in planning first ascents.

“Up until the last two or three years, the aspirational model for customers was someone standing on top of a peak looking into the vast wilderness,” says Wes Allen of Cody, Wyoming’s Sunlight Sports. “That has been replaced with a more social, lifestyle type of aspiration: basecamping, hanging out with your friends.” Add that to the trendiness of #vanlife, overlanding, and Baby Boomers buying RVs, and you have a new look for the outdoor customer.

These shifts dovetail with the growing number of minorities entering the marketplace. According to the Outdoor Industry Association’s 2020 Forecasting Report, Hispanics currently make up 17 percent of outdoor consumers, and they tend toward activities that let them spend time with family and friends in ways that aren’t necessarily traditional outdoor pursuits. “[People of color] are outside, but we’re not being counted because maybe we’re not participating in ways that are expected,” says Glenn Nelson, founder of Trail Posse, a diversity-focused media project. “When you ask me if I’ve done anything outdoors lately, I might say I was picnicking, or walking in a city park. I’m outdoors all the time.”

Some of 2017’s more successful brands are already taking heed.

“The idea that you have to be extreme, and hence your gear has to be built to perform at 20,000 feet—that’s not necessarily our reality,” says Stephan Jacob, COO of Cotopaxi. So the brand offers less techy items, like colorful frameless daypacks and stylish hoodies, alongside its backpacking tents and down puffies.

Marmot, which posted about a 20-percent increase over last year in tent sales and a high single-digit jump in sleeping bags, according to June’s report from industry trend-forecaster the

NPD Group, attributes the success in part to reaching these new comfort-minded campers. “People want to go enjoy the outdoors with their families and friends, so they want tents that have lots of space,” notes Category Merchandise Manager of Equipment Wade Woodfill.

Brands would do well to adjust their marketing approach to match, advises Coral Darby, founder of Darby Communications.

“We see more of a shift to working with social influencers instead of high-profile athletes,” she says. “More people can identify with that everyday person.”

In the next 10 years, your customers will…

Swap specialization for do-it-all gear

Going hand in hand with the mellowing of the outdoor consumer is an increasing desire to buy just one jacket,

EVOLVING THE BRAND-RETAILER RELATIONSHIP

Get Exclusive Brands can set up exclusive agreements with retailers depending on the customers they’re trying to reach.

NEMO had a deal with REI for their spoon-shaped sleeping bags to start. “REI has broad reach, and one of the biggest things NEMO is working on is brand awareness.” Also: “For 2018, for the first time we’re launching an exclusive for

our retailers that speaks to a more technical consumer.

Often that’s where the hardcore consumer is shopping.

We know that folks who are really pushing the boundary in ultralight are doing lots of research online but going to specialty retailers to buy the product.”

–Mike Welch, Sales Director, North America for NEMO

OUTDOOR RETAILER DAILY

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NEWS FEATURE shoe, or tent that will work for a variety of activities. “Things that have multiple uses are selling the best for us,” says Lisa Cramton of Chopwood Mercantile in Crested Butte, Colorado. “People want to go from yoga to the coffee shop to picking up their kids. They want good bang for their buck.”

Besides, why shell out for top-of-the-line gear when something less specialized will do just fine? Today, 34 percent of outdoor consumers live in cities, according to OIA, a demographic reality that’s feeding the rise of so-called microadventures. On such trips, customers don’t need apparel built for the long haul, and they always have the option to stay home if the weather is nasty. “A lot of brands are over-engineering to some degree, and pricing a big portion of the market out of their products,” says Jimmy Funkhouser of Denver’s Feral Mountain Co. Tomorrow’s customers will continue to expect their gear to not only take them from dayhikes to campouts to the gym, but also to look sharp enough to wear around town. “People want protection from the elements, but not to the degree that sacrifices the attributes of a garment you’d want to wear daily,” says Michael Adams, Gore’s business leader for mountain sports. “Softness and aesthetics end up being very important.”

Columbia is also on board, designing its next crop of rain shells with more than just backcountry performance in mind. “We make products with longer tails and cape venting—stylish features that you would find in a casual jacket sold at high-end fashion retail,” says Woody Blackburn, VP of design and innovation at Columbia.

In the next 10 years, your customers will…

Expect their gear shops to be destinations, not just stores

Customers can already buy gear in any number of places, from online megastores to big-box giants. So why go to a specialty retailer? The shops of the future need to come up with a few good reasons. Some of the most successful retailers are already turning to everything from events to clinics to in-store breweries and coffee shops—often, working closely with manufacturers to make it happen.

At Mill Valley, California’s Proof Lab, customers can grab a latte, visit a skate park, fill up the car with biodiesel, or sign up for surf camp in between browsing softgoods. Denver’s Feral Mountain Co. hosts Friday night movie screenings and leads a series of fourteener hiking trips in partnership with Mountain Hardwear. And Osprey teams up with some retailers to help sellers throw pint nights or guided backpacking trips, says Vince Mazzuca, senior marketing manager for packs. “You need to find a way to give your customers something epic,” says Proof Lab’s Will Hutchinson. “They need to get excited about visiting your store, and they need to have a good time when they come.”

In the next 10 years, your customers will…

Look to shop in line with their values

The shoppers of the future see their purchases as much more than just stuff—they’re an opportunity to show off the values that matter to them, from serious issues like the environment and social justice to more general vibes about a business. Campaigns like REI’s Force of Nature for gender equity

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EVOLVING THE BRAND-RETAILER RELATIONSHIP

Share the Risk Brands should start guaranteeing margins/sales for stores. “Brands and retailers are going to find success together in having merchandise going out on the floor and guaranteeing the margin

the retailer will make by having the brand in the store.

The brands have ownership of the product until it sells.”

Also: “We’re going to have to have a little more shared risk of inventory and shorter

supply chains. Ordering things a year ahead of time, those days are numbered. It’s getting super-creaky now, and the wheels are going to fall off anytime.” –Wes Allen, Sunlight Sports

draw lots of goodwill, but the need to align with values extends to retailers, too.

“Customers want to see brands and stores becoming more activist,” says Mike Geraci of communications firm MercuryCSC. “You need to stand for something in the hearts and minds of your customers. You want them to want to wear your logo.” Feral Mountain Co.’s Funkhouser adds, “We’re not afraid to tell people how we feel about the current state of affairs of public lands—we have a blog, and we share.”

That also means gear companies will have to reach beyond traditional marketing to connect people with their story. Customers will respond better to engaging videos, Snapchat, Facebook Live, and native advertising that entertains and enlightens, predicts Pale Morning Media’s Drew Simmons. And credibility is key, especially when working with social influencers: “Authenticity is not going to become old-fashioned,” he says. “The targets PR is looking for aren’t going to have massive audiences, they’re just going to have the right audiences.”

“I’m not sure if in the next five to 10 years we’ll still be doing product announcements,” adds Darby Communications’ Angie Robinson. “I see more product placement being through influencers.”

In the next 10 years, your customers will…

Turn to their local gear shops for expertise

The internet will continue to place the entire world of outdoor gear at a customer’s fingertips—but that’s not necessarily a good thing. “We’re basically a super-customized filter on the internet,” says Hutchinson of Proof Lab. “Our role is to really get to know the product and make the purchasing decision easier for the customer.”

“If we look at ski, cycling, and outdoor shops, there’s definitely a new wave of specialty shops that’s starting to crop up,” adds Rich Hill, president of Grassroots Outdoor Alliance. “They’re not as dependent on big brands. They’re really connecting to consumers with a much more highly selected mix of brands that the stores are very passionate about.”

Beyond curation, customers will also need individualized expertise from their favorite retailers. “People don’t go to stores for products anymore,” says MercuryCSC’s Mike Geraci. They go to stores for experts. Because people can go online just to buy stuff, and they do, because it’s cheaper.”

Brands like Osprey, which posted pack sales increases in the high single digits this year according to NPD’s June data, make it easier for partner retailers to double down on service by supplying packfitting education. “We have programs that are designed to position retailers as the Osprey resource in their zip code, ideally to increase sales for them,” Mazzuca says.

ORD’s Crystal Ball

THE FUTURE OF

#VanLife Customized campervans will flood the used car market as millennials abandon them by the thousands in favor of #prudentrealestateinvestmentlife.

OUTDOOR RETAILER DAILY

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NEWS FEATURE

In the next 10 years, your customers will…

Want their retailers to connect them to the local scene

Wondering about the best trail in a neighboring national park, whether a certain pass is snow-free yet, or the locals’ favorite bike route? Increasingly, customers want and expect this kind of insider intel from shop clerks. And that’s exactly the kind of added value that brings a shopper into a specialty retailer rather than turning to his laptop.

Increasingly, shops are going beyond hardcore outdoor gear to introduce customers to other community businesses, too—a smart move in the era of locavore shopping. Sunlight Sports sells coffee beans from a hometown roaster and custom journals from a local artist, and displays cocktail recipes a town bar designed for them alongside the camp cocktail sets on the shelves. “That kind of thing drives not only sales of the coffee, but also the coffee cups that Hydro Flask and YETI make,” Allen points out. Chopwood Mercantile stocks a very popular “locals’ table” with horsehair jewelry and maple syrup from other small Crested Butte businesses. And don’t underestimate the power of selling your own local, branded gear, says Funkhouser of Feral Mountain Co. “Our Feral-branded apparel outsells Patagonia two to one,” he says. “We build most of our sales strength on the things we create. Most shops out there are basically kites floating in a hurricane, hoping that the brands they work with make great stuff. If they don’t, they don’t have anything else to fall back on.”

And why stop at gear when you can also be an authority on local issues your customers care about, from neighborhood waterway cleanups to access at your local crag? “There’s so much going on in the world, so many things to be upset about, that you feel powerless,” says MercuryCSC’s Mike Geraci. “The ultimate opportunity is to deal with local issues, the stuff that’s in your backyard.

That’s one thing the big boys can’t really touch as intimately as you can.”

In the next 10 years, your customers will…

Demand better women’sspecific gear

The industry has made undeniable strides in designing apparel and hardgoods specifically for women (rather than just offering a smaller size as an afterthought), but outdoorsy females aren’t satisfied yet. That’s why improving the

EVOLVING THE BRAND-RETAILER RELATIONSHIP

Help Shops Thrive Smaller retailers need brand support on community initiatives more than discounts.

“What I need is support differentiating. The only way we can differentiate is through community events and community outreach. We need

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sponsorships and giveaways.

I could beat up brands for another 2 percent discount, but customers don’t feel that.

These community-driven events have the biggest impact.” –Jimmy Funkhouser, Feral Mountain Co.

quality, fit, and selection of women’s gear is one of the pillars of REI’s Force of Nature campaign this year. After identifying the demand for better women’s-specific gear through its own market research, the co-op has expanded its apparel size runs, says Senior VP of Merchandising Susan Viscon. REI has also worked with several brands to bring more women’s-specific gear to the store, from mountain biking clothing to sleeping bags and climbing gear.

“We’ve learned over time that ‘designed for women’ works when we execute fit, color, and style well. We develop genderspecific product when it makes a difference,” Viscon notes, citing REI’s women’s climbing category in particular. After expanding its selection of gender-specific harnesses and rock shoes from 19 to 38 styles in 2016, sales jumped 33 percent (men’s climbing gear only notched an 18-percent increase). Across the board, “We’re seeing faster growth in women’s product sales than men’s,” Viscon says.

In the next 10 years, your customers will…

Shop to stand out

Want to go deeper into the evolution of brand-retail relations?

Check out SNEWS’s Retail Immersion Project at snewsnet.com.

You didn’t go camping without that artfully composed, perfectly filtered Instagram shot of your basecamp to prove it, right? As camping increasingly becomes (at least a little) about social media cachet, customers are seeking specialty products to help them stand out from the crowd. “They’re going for stuff that’s a little differentiated from their peer group,” says Sunlight Sports’ Wes Allen.

“You’re all going to look like a bunch of dorks if you show up with the same jacket.” He has noticed growing sales in niche brands and photogenic accessories such as fancy camp coffee presses over the past two to three years.

“People want something special, maybe because there are so many options out there,” agrees Will Hutchinson of Proof Lab. The opportunity for specialty retailers? Help customers discover new brands and items that all their friends don’t already have.

In the next 10 years, your customers will…

Be even more addicted to their phones

Prepare for consumers to do even more consulting with Google before committing to a purchase than they do already—but that can be a boon, not a hindrance, to independent retailers. “People come in looking for a particular product they saw online,” says Chopwood Mercantile’s Lisa Cramton. “They still require some education, but they have an idea of what they want.

And when Patagonia shoots out their newsletters, you can expect in the next week or so people are going to come in looking for what was in that.”

Brands can help themselves by meeting customers online with guidance, too. Osprey’s digital Packfinder tool walks prospective buyers through a series of questions to help them find the right model. And Cotopaxi, which launched as an online-only company and opened its first brick-and-mortar shop in Salt Lake City in 2016, predicts that smartphones will become an ever-moreimportant buying tool. “There’s no place to go but up with regard to the share of transactions that will happen through the web, particularly mobile,” says COO Stephan Jacob. “In terms of traffic, mobile is already more prominent than desktop. People browse on mobile but they don’t necessarily transact yet. That’s because a lot of sites aren’t optimized for transactions to take place, but that will change.”

ORD’s Crystal Ball

THE FUTURE OF

Booze

Microbrews and whiskey? So 2016. By 2026, we’ll all be snorting cocoa powder.

OUTDOOR RETAILER DAILY

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Q&A

5 Questions for…

Conor McElyea Senior Product Guru, Cairn

Rock and start climbing within minutes. My access to the outdoors is really what makes this possible.

PHOTO BY TALIA GALVIN

Conor McElyea has what many people would consider a dream job: He gets paid to find the hottest new gear, test it on adventures in the wilderness around Cairn’s Bend, Oregon-based office, and pick the best products to include in the monthly box. Cairn is more than simply an outdoor gear subscription box that shows up on customers’ doorsteps full of goodies: It also serves as a test market for new products before they hit shelves. Brands often tell Cairn they’ve tweaked products after hearing feedback from monthly subscribers.

1. WHAT DOES A NORMAL WORKWEEK LOOK LIKE FOR YOU? a On an average week, I’m reaching out to about six brands and we have about a dozen that reach out to us. A lot of brands are smaller, or startups, and they’re looking for exposure. We put four to five products in a typical box, and we look at every product carefully. Our Obsidian subscription, which includes a set of products with

a retail value of $300 to $350, is a lot of fun for me. That’s my opportunity to test stoves, backpacks, jackets, and layers—items that aren’t a fit for our regular monthly box.

My job would not be very easy to accomplish without a lot of travel if I worked in, say, San Francisco or Los Angeles. But I can walk a mile from the office and be fly-fishing on the Deschutes River, or head to Smith

2. HOW DO YOU KNOW IF A PRODUCT WILL LAND WITH CUSTOMERS? WHAT GETS YOUR ATTENTION? a Well, before this job, I definitely considered myself a gear junkie.

I didn’t have any “professional” gear testing experience prior to my current role, but I had spent the last 10 years guiding friends and peers all along the Pacific Coast backcountry through my own guiding company.

Guiding, along with my own year-round adventures, put me in situations where I was testing gear in a wide variety of situations, gaining insights into what could be improved, and learning what was essential to have.

Now, in this role, I look at every product and ask, “Is this an improvement over what I already own?” If not, it’s going to get thrown in a drawer and I’m never going to use it. Our subscribers use products the same way. Very rarely do new product categories emerge, which is why it’s so important to feature products that are real improvements. If you’re looking at a headlamp, you might ask, “Does it have more lumens, is it lighter weight? Does it have a more comfortable strap?”

3. WHAT’S YOUR FAVORITE CAIRN BOX PRODUCT EVER? a The BioLite stove was really eyeopening the first time I saw it. You could get such a perfect flame, even out in the backcountry, without any kind of gas. It uses a heat-powered fan to keep that flame at a consistent height, which is really cool. There are all sorts of fun little things that come across my desk, too, like a pocket bellows that collapses and looks like an antenna on your car.

When you’re able to actually use it on the fire, even when the wood is really wet, it’s like a blowtorch.

4. WHY WOULD BRANDS WANT THEIR GEAR IN A CAIRN BOX?

a It starts with getting your product in the end user’s hands. Cairn subscribers are the exact target market for a lot of outdoor brands: We have a nearly 50/50 split of people who identify as male and female, half of our customers are millennials, and 86 percent of our subscribers participate in outdoor activities at least once per week. We’re also incentivizing our subscribers to talk about the product with their friends, share it on social media, and tag the brands.

What sets Cairn aside from other subscription models is that we can merge subscribers’ reviews back to their profiles to create a very detailed summary for brand partners for targeted marketing or soliciting feedback. Sometimes, the benefits of a product might get lost in the packaging. So, we can help brands figure out how to better market to their target consumers.

5. WHAT ABOUT THE CONSUMER? WHAT’S IN IT FOR THE PERSON WHO ALREADY HAS ALL THE BASICS? a The marketing services we provide our brand partners (productlevel data, native advertising, and social engagement) allow us to work directly with marketing and product teams to help with the launch of new products. The products that we feature are often new to the market, and sometimes not even available in stores. In addition to new product launches from established brands, we’re also an amazing discovery vehicle for smaller brands, who often have cool innovation stories. Even if we send a product that someone already has (i.e., a headlamp), the hope is that through our vetting process, we can give people an improvement on what they currently own. When brands work with Cairn, they want to ensure that they are putting their best foot forward to maximize their impact, so they avoid using us as a sales channel to clear excess inventory.

–Kassondra Cloos JULY 29, 2017 DAY 4

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Q&A

5 Questions for…

Liz Carlson Founder, youngadventuress.com

Liz Carlson grew up in Virginia, but the millions of annual visitors to her blog, Young Adventuress, know her better for her life in New Zealand and her travels around the world.

Since she started the blog in 2010, Carlson has become a powerful influencer. She knows from years of experience how brands can capitalize on relationships with travel bloggers to promote their gear. She’s worked with The North Face, Danner, and Osprey—companies she loved long before partnering with them—and many others. She recently co-founded a conference called The Travel Bootcamp, which teaches other people how to break into the travel field and become successful influencers.

1. WHY SHOULD GEAR BRANDS WORK WITH TRAVEL BLOGGERS? a A big part of it is brand awareness, and creating a personal touch between a brand and a consumer.

The way that I see media these days, what worked even five years ago doesn’t work now. Cheesy staged

36

hiking photos and obvious sales pitches for clothes, that’s not what sells me stuff. I want to know the story behind it, I want an epic photo, I want to see myself in these places.

I think you have to incorporate product placement really organically and really naturally. If I get briefs

2. WHAT ADVICE DO YOU HAVE FOR BRANDS LOOKING TO WORK WITH INFLUENCERS? HOW DO THEY PICK THE RIGHT PERSON? a You can’t just look at someone who has 100,000 followers and assume he or she will be great. Look around and see who their clients are, and who they’ve been tagging to see if it lines up with your brand’s vision. You can buy fake likes and fake followers, which is a huge problem. Scroll through the comments on their posts. Are they spam? Are they all in Turkish? Are they clearly bots?

Ask around. I think the PR world is really small; if an influencer is good, his or her name gets passed around. Those first email communications can be really key. I make sure that with every company I work with, and every campaign we launch, it is a collaboration.

There are influencers who take, take, take, and are like “Give me this, and give me this trip.” They act quite entitled. That’s a sign to steer clear. It’s important to have a good relationship. As soon as you start to get bad vibes, things go downhill.

When you’re first reaching out to an influencer, make sure it’s clear you’ve done research on them. And make sure they have a media kit. If they don’t have one, that’s a bad sign.

3. WHAT ARE THE DOS AND DON’TS ONCE YOU’VE SET UP A PARTNERSHIP WITH AN INFLUENCER? a Don’t tell them what they have

to do. That’s a journalism thing, as well; you don’t tell a journalist, “You have to write like this.” I think communication is a big part. Be clear before the trip or the campaign: What are the deliverables? When do they need to be done? Don’t be pushy, either. I worked with an agency once that was calling me at all hours and kept asking for more stuff. It was unprofessional and so off-putting.

I love working with the same people again and again, and it’s always important to me to deliver above and beyond what’s expected.

You have to really vet the influencers you work with. It’s not that hard; maybe it will take 20 minutes of looking through stats. But it’s important.

4. HOW DO YOU FIGURE OUT WHAT YOUR AUDIENCE WANTS? a Maybe five years ago I really figured it out: My ideal reader is me, basically. I don’t know what that says about me in terms of narcissism, but they’re college-educated women in their 20s and 30s who don’t want to go on a group tour, and who are willing to spend more on quality. It didn’t take that long to figure it out; Google Analytics is amazing. I listen, as well. I do annual reader surveys and I read all the comments I get.

5. WHAT’S THE BEST TRIP YOU’VE EVER BEEN ON? a The biggest one was definitely in Mongolia. Two years ago, I traveled to the ethnic Kazakh part of Mongolia, which is incredibly remote. I spent a month riding horses and it was the cliché trip where you realize how much you have. We were building fires out of yak dung, but the people were so kind and generous. It was the kind of thing you’d read about.

But once I saw it firsthand, it really had a profound impact on me.

I think travel is incredibly selfindulgent. But at the same time, I love to do trips that challenge me to be a better person.

–Kassondra Cloos

PHOTO BY ERIC JOHNSON

from a company explaining exactly how they want their stuff to be shown, I’m out. Or, we have to come to a better conclusion and meet in the middle somewhere. It just doesn’t work when a company tries to take control like that. I see my readers as friends and they see me as a friend. Everything I write and share is something I would say out loud or say to a friend. And I would never say to a friend, “You should get a Visa card because there are a million ATMs worldwide.” I have to tell the story my own way.

OUTDOOR RETAILER DAILY

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7/18/17 5:30 PM

UA TEAMS UP WITH THERMOS

VISIT BOOTH 28007 FOR MORE INFORMATION Thermos L.L.C. • 475 N. Martingale Road, Suite 1100 • Schaumburg, IL 60173 • 1-800-243-0745 • www.thermos.com/underarmour.aspx THERMOS is a registered trademark in over 115 countries.

DAY4_THERMOS_ORD_S_2017.indd 1

© 2017 Under Armour, Inc. All rights reserved. • www.underarmour.com

7/11/17 10:03 AM

Q&A

5 Questions for…

The Force of Nature launch video

Laura Swapp

Director of Public Affairs and Next-Gen Marketing, REI

In the video that launched REI’s Force of Nature campaign last March, a diverse group of women box, leap, climb, dance, and scream in between flashes of the words, “You should be careful. Nice. Smile more. Wait your turn.” The message behind the company’s multipronged campaign to turn the outdoors into “the world’s largest level playing field” was clear: Getting outside is a potent antidote to “the shoulds.” This year REI has been rolling out a series of stories highlighting women in the wild, introducing a slew of new female-focused events and classes, investing in developing better women’s gear, and donating $1 million to community organizations dedicated to getting women and girls outside. The driving force behind the project, Laura Swapp, gives us the inside scoop.

1. HOW DID THE FORCE OF NATURE CAMPAIGN GET STARTED? a Women’s leadership has been a part of REI since our founding, but it really started two and a half years ago, when our CEO, Jerry Stritzke, made his first address to the outdoor industry on that topic. With Camber Outdoors, he announced the CEO Challenge,

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to spur his fellow executives to invest in the development of female leaders. We got back from that, and our leaders said, how can we do better with gender equity in the outdoors? So we did a fair amount of customer insight work: we held probably 25 focus groups, talked to our consumer panel, did a national research study. And we were struck

2. WHAT STRUCK YOU MOST ABOUT THE NATIONAL RESEARCH STUDY YOU CONDUCTED BEFORE LAUNCHING FORCE OF NATURE? a One was the very high response from women about the pressure they felt to conform: I have to lose weight, I need to be sexier, I should smile more. Yet there was also a very high rate of women saying that when they’re outside, they feel liberated.

It’s a very powerful story to see those two things together. Also, that most women couldn’t name any female role models. And even when they could, they were naming women like Serena Williams and Michelle Obama, who are wonderful but not what we would traditionally define as outdoorsy.

3. WHICH ELEMENTS OF THIS INITIATIVE MOST EXCITE YOU? a I’m obsessed with stories in all their forms. We have video, beautifully written stories, and we’re working with Outside magazine on a podcast series. We have an incredible in-house team working on content, and it’s in the Co-op Journal, on Facebook, and a lot of our channels. We’re also partnering with the media organizations Attention and Now This Her. Those other things are as important, but they’re also longer-term. With storytelling, you can get an immediate response.

We believe strongly—because we

heard it from women—that you can’t be it if you can’t see it.

4. WHY IS IT SO IMPORTANT FOR A COMPANY TO ALIGN ITSELF WITH CERTAIN VALUES? a To not have a point of view is no longer a tenable position for any organization. Consumers want to know what you think and what you stand for, and they want to shop and engage based on that. Our research shows there’s a tipping point where people feel like values and experiences have more weight than things. And generationally, the younger people are, the more focused they are on having their experiences and values in alignment.

We say internally that you have to do things that are worth talking about, whether that’s action on public lands, or gender equity, or our thoughts about holiday and family and consumption and Black Friday.

5. SO IS REI A FEMINIST COMPANY? a We don’t use that term externally because it’s contentious and people define it different ways. But if it’s defined by equality between men and women, then we’re unafraid to say we believe in that. It’s been important internally to us for so long, with us having Sally Jewell as a former CEO, and understanding that almost half of our members and employees are women. To look out to the outdoor space and not see that reflected back to us . . . It just started to feel like we can’t say gender equity is important to us, but then observe this huge gap and not do anything about it.

–Elisabeth Kwak-Hefferan

PHOTOS BY REI

by the finding that women who were building their lives around the outdoors possessed a force and energy that they carried to the rest of their lives. So the phrase “force of nature” felt self-evident.

OUTDOOR RETAILER DAILY

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7/18/17 5:30 PM

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 4:44 PM 2017-06-03 23:00

Make Solutions, Not Stuff

BY KEESE LANE, DIGITAL MARKETING SPECIALIST, PETZL AMERICA

F

ERNAND PETZL LIVED to explore caves. In order to push deeper than anyone had before, he created, improved, and bought solutions to address the problems he encountered below ground. When he formed his namesake equipment company, Petzl, his solutionsfocused approach continued.

Since then, we’ve come to work every day to solve problems. These problems might not be as exciting as setting caving depth records, but the analogy holds true: Climbers don’t buy harnesses because they want them. They buy them because they need a way to attach themselves to a rope.

Customers want to hear about products that make it easier and more fun to be outside, not just products that are “new.” We’re our own target customers, and we work to stay focused on creating better solutions to problems we all face when we’re

Keese Lane lives in Salt Lake and enjoys camping, caving, and climbing. He has been with Petzl for 2.5 years.

outside climbing, hunting, hiking, and camping.

Sometimes, we hear from our customers that they’ve used our products to solve problems we didn’t even realize existed. We designed the extra red, blue, and green lights on our TIKKA RGB headlamp for sportsmen and those looking to move stealthily at night. We heard from a makeup tech-

nician on Broadway who loved the colored light options for touching up performers’ makeup just off stage. We use letters like that as a gut check.

If we’re doing our job correctly, users outside our target groups will also gravitate toward our solutions. If we did our job poorly, we’d find sportsmen using lights designed for makeup technicians.

In 1991, when now-senior VP Peter Popall started working on the GRIGRI, the world’s first assistedbraking belay device, he was seeking a solution to the challenge of finding a device his young son could belay him with. The resulting creation was unlike anything else at the time, and ultimately, revolutionized climbing.

Evolutions in the GRIGRI line come from Petzl’s problem-solving focus. As a company founded by engineers and tinkerers, our R&D team is never at rest. By focusing on making the best solutions to the problems we face in the dark and vertical worlds, we are able to stay true to our brand.

We don’t try to compete with other brands that are doing it right. It wastes time to re-create a product for a need the customer already has a solution to, and lets the competition focus on solving the customer’s other problems.

When you started your business you did it because there was a hole in the market. Whatever it is you do, you do something better than anyone else. By staying true to that focus, you can build a brand with a strong and loyal customer base. When your customer wins, you win, too.

PHOTO BY COURTESY

NEWS OPINION

Versatility is key no matter where life takes you. That’s why we developed the new LifeStraw® Flex. Five different ways to use it provide you with safe drinking water that’s free from bacteria,

ALL YOUR ADVENTURES...

ONE FILTER.

parasites, and heavy metals like lead.

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 6:19 4:32 PM PM 7/18/17

WHERE CREATIVE CONCEPT MEETS OUTDOOR A curated selection of brands at the forefront of the modern outdoor experience, Venture Out is where retailers find fresh, creative ideas, products and designs.

TM

THE MODERN OUTDOOR EXPERIENCE July 26 - 29, 2017 • Salt Palace Convention Center See a list of Venture Out brands on page 74.

DAY4_EMERALD 2_ORD_S_2017.indd 1

7/7/17 10:21 AM

AN OCEAN KAYAK FIRST AGAIN. ALWAYS ON TOP.

Introducing the first recreational propeller pedal-driven kayak worthy to be in the Ocean Kayak product line. The Malibu Pedal is all about hands-free fun, being more comfortable, easier, fun and faster than a stand-up paddleboard. Easily car-toppable so families will want to take it everywhere to play and explore. Just jump in and go. No need for stand-up balance or core strength with using a paddle. To have a lot of fun, sometimes you just have to let go.

JOIN THE REVOLUTION AT BOOTH #32077

Dive in feet first at MalibuPedal.com

DAY4_JOHNSON OUTDOORS_ORD_S_2017.indd 1

7/7/17 3:39 PM

NEWEXHIBITORS MEET THE NEW KIDS ON THE FLOOR

bambu

“ There is too much plastic in the industry. We are on a crusade to reduce our reliance on plastic by providing outdoor enthusiasts with natural, renewable products made from nature.”

–Jeffrey Delkin, president

Wingo Belts

THE PITCH: We want to change the way people interact with nature. Our products reflect our belief that there is too much plastic in the world. Good solutions are found in natural, biodegradable, and compostable materials. We design and make sensible and sustainable solutions for the outdoors.

Our products are handmade, lightweight, and durable, and are the only cooking and eating tools in the world that carry the USDA certified-organic seal. We’ve designed some clever outdoor living products that function well, like our cooking tool, Spoontula, and our Mini Kitchen Basics (shown) that fit snugly in your backpack. Our extra longhandled spoon was designed for getting into the bottom of dehydrated food bags.

More than just products, we’re also about contributing to healthy ecosystems through our green supply chain and giveback programs to Conservation Alliance, Honey Bee Research, The Nature Conservancy, and other programs. Break away from plastic, and go natural. bambuhome.com

SEE IT HERE

Booth PV2122

PHOTOS BY COURTESY

“ Wingo Belts was born on the water. We manufacture everyday belts, wading belts, and dog leashes and collars in outdoorsand fish skin-themed patterns, all right here in the USA. We are excited to exhibit at OR and showcase our products.”

–Ted Upton, CEO and founder

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

Day4_43-46_NewEx_Summer17_Prep-kh-ml.indd 43

SEE IT HERE

Booth VO2060

THE PITCH: Founded just two years ago by people with a deep passion for the outdoors (and fishing in particular), Wingo Belts has expanded rapidly with outdoor retailers around the country. All our products are made in the USA, retail for less than $35, and are designed by local outdoors artists with specialties in fishing, hunting, marine, and wilderness. We now service hundreds of accounts nationwide and are adding more every day.

Wingo also has expansive custom capabilities, and we are manufacturing products for some of the largest brands in the outdoors space. With a short sixweek lead time on custom products, and no minimum order size, we are uniquely positioned to satisfy virtually any custom customer’s needs, whether you are a small store or a massive brand.

From our own unique and best-selling designs—including our Bottle Opener Belts and water- and odor-resistant dog collars and leashes—to custom logo-wear, to private-label products, Wingo Belts is an excellent fit for any specialty outdoor shop. wingobelts.com

JULY 29, 2017 DAY 4

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7/19/17 10:06 AM

myCharge “myCharge power banks set the highest standard in safety and provide customers with unique features like AC power outlets, water- and dirt resistance, built-in charging cables, and other design elements that make them more convenient to use on the go.”

–Julie Pickens, VP of marketing

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SEE IT HERE

Booth PV2019

THE PITCH: myCharge is a Michigan-based portable power bank company that brings power to the people with a variety of safe and reliable lithium-ion battery packs that are perfect for providing extra juice, whether you’re in the middle of the woods or traveling the world.

While other companies use cheap and faulty batteries in their devices that put customers at risk, myCharge uses Safe Cell Technology, which delivers 12 layers of battery and device protection from over- and under-charge, overcurrent, over-temperature, and short circuit. myCharge’s newest line of portable chargers, the Adventure Series, deliver rugged, durable power for charging in the most extreme conditions.

The AdventureMax, AdventurePlus, and AdventureMini are each encased inside an insulated exterior case that protects from extreme weather and features a flip-lid latch that seals off ports from water and dirt. The AdventureUltra features a built-in AC Power Port along with two USB-A ports and one USB-C port. The powerful charger can run a 42-inch television for up to three hours. Its dimensions are 1.2 by 5.8 by 4.1 inches, and it weighs just a hair over one pound, making it the perfect camping and tailgating accessory. mycharge.com

PHOTOS BY COURTESY

NEW EXHIBITORS

7/18/17 AM 7/18/17 11:33 6:19 PM

BOOTH 3013

20 Hours Hot 50 Hours Iced

Vacuum Insulated Leakproof

DAY4_KLEEN KANTEEN_ORD_S_2017.indd 1

Easy Clean

BPA Free

7/10/17 11:49 AM

NEW EXHIBITORS SEE IT HERE

Trailtopia

Booth BR842

“Trailtopia is family-owned and -operated with a simple way of doing things. We ask one question: Would we eat this at home together gathered around the dinner table? The answer is yes, and we always go back for seconds.”

–Vince Robichaud, founder that are not only easy to prepare, they’re easy to eat. Trailtopia uses custom-size packaging for each meal. The bags are resealable, and have wide, tapered bottoms with short sides, so you can easily scoop out every morsel with a normal spork. Packaging is also color-coded by product type (yellow for breakfast, blue for lunch, brown for dinner, and orange for dessert) for easy identification in your pack. Trailtopia also offers plenty of gluten-free, vegetarian, and vegan options.

Eat well and spend more time exploring. trailtopia.com

PHOTOS BY COURTESY

THE PITCH: Trailtopia is an adventure food company with one primary mission: eat well and spend more time exploring. With more than 40 years of outdoor adventure experience, a taste for great food, and a vault of family recipes, founder and master backcountry chef Vince Robichaud found himself disenchanted with commercial backcountry food offerings. He knew camp meals could simply be better and more convenient, so he started preparing his own.

Trailtopia uses carefully sourced ingredients to create breakfasts, lunches, dinners, and desserts

Outfit Your Customers With the Best Medical Kits on the Market The Recharged Mountain Series

Let your customers backpack, hike, summit, climb and explore with peace of mind knowing they have the most advanced medical kit and medical information in their pack.

Hiker Kit Sh

own

Mountaineer

Guide

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Explorer

Backpacker

Hiker

Day Tripper Lite

Check out the Recharged Mountain Series at ORSM booth #5017 Learn More at: adventuremedicalkits.com

7/18/17 AM 7/18/17 11:34 6:20 PM

US MATERIALS

US MANUFACTURING

US WORKERS

DAMASCUS HIKER

Our Most Innovative Technical Hiking Sock Comfort Compression using LYCRA® Fiber for all day comfort and minimizes foot fatigue.

Impact cushioning & ventilation zones provides extra protection, while also facilitating air flow.

Available in Men’s & Women’s Styles.

VISIT US AT BOOTH BR315 DAY4_FARM TO FEET_ORD_S_2017.indd 1

LYCRA® IS A TRADEMARK OF INVISTA

www.farmtofeet.com 7/7/17 11:24 AM

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. EDITORS’ PICK The NEMO Chogori’s

1 EDITORS’ PICK

integrated fly allows for faster, completely external setup in extreme conditions while reducing weight by 25 percent (down to 7 pounds, 11 ounces).

Silicone-treated fabrics are strong and free of toxic fire retardants. A poly/ cotton seam thread keeps it watertight without tape—when the thread gets wet, it swells and seals its own holes.

Plentiful ventilation, two doors, and two vestibules totaling 18.9 square feet of space make the Choguri comfortable in rough conditions. [$850] #16009 nemoequipment.com

2. The durability and thermal retention

of vacuum-sealed steel meets the smooth-fired feel and easy-to-clean characteristics of ceramic in Stanley’s Go Ceramivac Series of tumblers and bottles. The series is dishwasher safe and car cupholder compatible. [$30$35] #14001 stanley-pmi.com

3. EDITORS’ PICK Therm-a-Rest’s

2 3

PHOTOS BY COURTESY

4

EDITORS’ PICK

Oberon 0 sleeping bag is for adventurers that push deep into frigid backcountry winters. With 800-fill Nikwax Hydrophobic Down, you won’t need to worry about drifting snow wetting out your bag, and SynergyLink Connectors integrate it to your sleeping pad. A ThermaCapture Lining traps radiant body heat and retains warmth without adding bulk or weight to your bag, and zoned insulation maximizes warmth while saving weight. [$480-$520] #26015 thermarest.com

4. A hybrid boot designed for the future of light-and-fast alpinism, the SCARPA Ribelle Tech OD combines elements of both running and mountaineering footwear, making it ideal for ultralight, high-output mountain climbing. A sole just stiff enough for moderate terrain is combined with a light, flexible upper more reminiscent of running shoes.

The boot is fully lined with OutDry for waterproofing and comes in at just 1 pound, 2 ounces per boot. [$500] #3001 scarpa.com

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 29, 2017 DAY 4

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7/18/17 4:29 PM

NEW PRODUCT GALLERY 2

1 EDITORS’ PICK

4

1. Easy to use and compact, the Petzl

TIKKID is the first Petzl headlamp designed for children. It has a wide beam suitable for reading or playing, inside the house or out. The adjustable (but kid-sized) headband and the protected battery pack make it especially suitable for youngsters. [$25] #4027 petzl.com

2. EDITORS’ PICK The Hydro Flask 25L

Unbound Series Soft Cooler Pack keeps food and drinks chilled for up to 48

52

hours. Thermal mapping and flexible, lightweight foam puts the insulation where it matters most for retaining temperature, resulting in less bulk and weight (2.5 pounds). The widemouth opening offers easy access and cleaning, while welded seams provide a completely waterproof interior and exterior. The cooler includes dry storage pockets and an 820-denier, scratch-resistant base to keep it standing on its own. [$275] #21005 hydroflask.com

3. The Salomon XA Amphib water shoes blend the brand’s high-performance XA running footwear with a quick-drying, breathable mesh and draining windows for performance when wet. Weighing in at just 7.1 ounces per shoe (8.6 ounces for the men’s), the XA Amphib uses a seamless, molded EVA sock liner to provide a comfortable fit, and a Wet Traction Contagrip outsole delivers traction in slippery conditions. [$110] #36126 salomon.com

4. Big Agnes’ Tiger Wall UL 2/3 is a minimalist tent with a hubbed-pole design that comes in as the brand’s lightest two-door backpacking shelter (2 pounds, 4 ounces for the twoperson). Two vestibules and structured foot-end corners mazimize living space, and discrete seams and zippers create a clean, sleek look. Quick-stash pockets make tucking away the doors easy, and media pockets feature holes to run headphones through. [$400/$450] #8043 bigagnes.com

PHOTOS BY COURTESY

3

OUTDOOR RETAILER DAILY

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7/19/17 10:08 AM

MH10 600 lumens one-hand focusing rechargeable battery system

NO SUN? NO PROBLEM. Introducing the MH10 headlamp from Ledlenser. Packed with technology like one-hand focusing and battery management controls, the MH10 keeps you going well after the sun’s called it quits.

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

DAY4_LED LENSER_ORD_S_2017.indd 1

7/10/17 2:59 PM

NEW PRODUCT GALLERY

1

4

2

1. Kelty’s Journey PerfectFIT child

carrier incorporates an advanced suspension that allows for on-body adjustments and added comfort for both parent and child. A padded roll cage keeps the rider safe, the folding aluminum frame makes storage and travel easy, and a padded, removable, and machine-washable drool pad keeps things tidy. [$200-$300] #24027 kelty.com

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2. The Princeton Tech Axis Rechargeable

packs 250 lumens in a 3-ounce body with built-in lithium-ion rechargeable batteries that will maintain max brightness for two hours. Alternate between a narrow spotlight and wide flood light (or both simultaneously), as well as a red light, with the push of a button. Then turn a knob on the side for full dimming control of any mode. On the lowest flood setting, the lamp will burn for up to 54 hours. [$60] #23001 princetontec.com

3. Symmetrical architecture makes pitching the Mountain Hardwear Pathfinder 2 simple. Two full-sized doors on opposite ends combined with roomy vestibules maximize individual space and storage. A broad mesh canopy keeps weight to a minimum and allows you to sleep under stars in good weather. [$419] #26001 mountainhardwear.com

4. A technical shell for those who prefer non-technical shells, the Greenland Eco-Shell Jacket from Fjällräven is sneakily functional. Made from a new, slightly heavier version of Fjällräven’s waterproof Eco-Shell with a robust, almost canvas-like feel, the envelopestyle pockets and generous fit will blend in while commuting and on the trail. [$450] #14013 fjallraven.us

PHOTOS BY COURTESY

3

OUTDOOR RETAILER DAILY

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7/19/17 10:09 AM

Drink up more adventures.

Wherever your adventures take you, Hydro Flask will be there to help you stay fueled, hydrated and ready for anything.

Come see us at booth #21005 to learn more.

DAY4_HYDRAFLASK_ORD_S_2016.indd 1

7/7/17 12:16 PM

NEW PRODUCT GALLERY

1

2

3

2. Gregory’s flagship pack series, the men’s Baltoro and women’s Deva, are fully redesigned for 2018, making them lighter and more comfortable. The upgraded suspension system provides a more customizable fit. The aluminum frame cuts weight and increases load stabilization, and the foam and

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mesh backpanel provides greater breathability and airflow. For increased weather protection, the pack features a waterproof hipbelt pocket and customfit rain cover. [$300-$350] #12017 gregorypacks.com

3. Weighing in at 2.8 ounces, the Flight RKT Jacket is The North Face’s lightest runner’s jacket to date. The fabric is a 10-denier ripstop nylon, and a high wind-resistance rating coupled with a DWR finish ensures it stands up to wind and water. When it’s not needed, it packs down to the size of a fist and fits comfortably in the waistband pocket of your running shorts. [$160] #35051 thenorthface.com

PHOTOS BY COURTESY

1. Style meets function in The Original Muck Boot Company’s lightweight, 100-percent waterproof men’s Bergen Rainboot. The 6-millimeter-thick neoprene footbed provides all-day comfort and makes sliding in and out easy, and a canvas lining makes them comfortable in warmer weather. [$80-$90] #29147W muckbootcompany.com

OUTDOOR RETAILER DAILY

7/18/17 7/18/17 6:21 4:29 PM PM

VISTAOUTDOOR.COM BOOTH 16027

Introducing the new Jimmy Styks. With a redesigned line of paddleboards, we offer something for experienced outdoor enthusiasts, first-time water explorers, adventure seeking families, fitness buffs and everyone in between. #ADVENTUREFORALL.

DAY4_VISTA OUTDOORS_ORD_S_2017.indd 1

7/11/17 11:04 AM

NEW PRODUCT GALLERY

EDITORS’ PICK

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1

3

1. EDITORS’ PICK Five Ten Access Knit has a soft knit upper that provides a snug, sock-like fit with excellent breathability. A lightweight EVA midsole with high rubber content increases shock absorption, spring, and durability. At just 9.7 ounces per shoe, the rubberized exoskeleton and reinforced toecap ensure you’re not sacrificing protection for weight. [$130] #1025 fiveten.com

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2. The Ajax cross-body purse by

OlovesM is handmade in Colorado using repurposed yoga mats and sandal webbing. (The company rescued more than 50,000 meters of webbing from a defunct sandal company.) Lightweight and small but with lots of pockets, the Ajax is perfect for everyday and travel. [$44] #28051 olovesm.com

3. While most multitools store folded in

half, the SOG Q3 Baton takes a radically different approach. When closed, it’s a slim, 5.9-inch baton (about the size of a marker) and slips easily into a pocket with minimal bulk. To open, pull on each end of the stick and the guts of the tool are revealed. The Q3 has everything you need for a day of adventure. Easy to carry or store, the 6-ounce Baton features 13 components including pliers, a straight blade, screwdrivers, awl, can opener, bottle opener, and more. [$94] #120 sogknives.com

4. Watershed Drybags’ McKenzie Handlebar Bike Bag marries the brand’s ZipDry technology to bikepacking gear for the wettest two-wheeled adventures. With its quick, easy, and super-secure bar mounting system, this 15-ounce bag prevents any unwanted movement in its 900 cubicinch compartment and keeps it all 100-percent dry. [$129] #34055 drybags.com

PHOTOS BY COURTESY

4

OUTDOOR RETAILER DAILY

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7/18/17 4:29 PM

Water is a Big Part of Who We Are. Over the last three decades, Summer Market has played a large role in the growth of SUP, paddle and the entire watersports community. Our dedication to watersports continues with The BoardWalk + Paddle Education Center. At its new location for Summer Market 2017 (#39133), this is the gathering spot for watersports networking and education. The BoardWalk’s curated display of different SUP boards acts as a shopping tool and buyer’s resource. And don’t miss the powerful presentations at the Paddle Education Center.

Join Us for education from Rapid Media including “The Future of Retail is Now” and “Where Have All the Good Staff Gone?”. Special guest speakers include the Higginbotham brothers sharing about their record-setting prone paddle adventure from Alaska to Mexico.

Location: Show Floor | Booth #39133

Find the full Paddle Education Center schedule at outdoorretailer.com/education or on the Outdoor Retailer mobile app.

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7/7/17 10:41 AM

NEW PRODUCT GALLERY 1. Packs in the new DRY Collection from Pacsafe are constructed with a PVC-free waterproof material and a stylish aesthetic. Equipped with YKK water-resistant zippers, taped seams that keep water out, and pockets to separate your wet gear, it’s ideal for the surfer or watersports athlete. And, of course, Pacsafe anti-theft technologies keep your contents safe. [$150] #13041 pacsafe.com

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2. The Nite Ize SlideLock 360° Magnetic

3. The Mountain Hardwear Quasar Lite II Jacket is a versatile, lightweight, go-to shell for the mountain enthusiast. Waterproof, breathable, and durable with a 2.5-layer construction, the jacket is stretchy enough for total mobility. It also features a helmet-compatible hood, large venting hand pockets, and Dry.Q Elite fabric. [$300] #26001 mountainhardwear.com

PHOTOS BY COURTESY

Locking Dual Carabiner makes it easy to get the carabiner-clipped gear you need quickly, without giving up security when they’re attached. These two carabiners are connected by powerful neodymium magnets. Clip one onto a belt loop and the other onto your keys without worrying about them coming off; the magnet keeps the carabiners together, even when loaded with up to 6 pounds. The threaded locking collar adds an extra level of security, and the carabiners can rotate when connected, even when the collar is locked. [$15] #6027 niteize.com

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to go further Katadyn® BeFree™ 1.0L Water Filtration System™ Shake to Clean in the field No Backflushing necessary

Fast! Filters up to 2 liters/min Removes bacteria & protozoa

0.1 micron EZ-Clean Membrane™

Hydrapak™ 1.0L Reservoir

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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7/18/17 6:21 7/18/17 4:30 PM PM

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NEW PRODUCT GALLERY 1. The KEEN EVOFIT ONE is ideal for

adventurers in search of a sandal that delivers versatility and performance with style. Offered for both men and women, the EVOFIT ONE features a new lace-capture system that delivers a custom, secure fit around the midfoot with balanced tension for added comfort. A PFC-free DWR finish enhances water performance, and an Aquagrip rubber outsole maximizes traction in any condition or terrain. [$130] #32813 keenfootwear.com

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2. New to their gluten-free waffle lineup, Honey Stinger adds a Chocolate Mint flavor. It’s a thin layer of honey infused with natural cocoa flavor and a subtle hint of mint, sandwiched between two waffles. [$1.49 each, $26/16] #30049E honeystinger.com

is a fully featured, lightweight Pertex Shield waterproof pull-on jacket with a three-layer construction. It offers protection from the elements at a scant weight, while providing features like an adjustable hood, waterproof zips, and a chest pocket. [$250] #3008 rab .equipment

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PHOTOS BY COURTESY

3. At only 4.6 ounces, the Rab Flashpoint

7/28/17 7/18/17 10:53 4:30 PM AM

Great Shows are Only Possible with Great Support Thanks to Our Summer Market 2017 Sponsors

TITLE SPONSOR

PLATINUM SPONSORS

GOLD SPONSORS

SILVER SPONSORS

SPONSORS AS OF 6/7/17

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CHOOSE ® MICHELIN TECHNICAL SOLES

NEW PRODUCT GALLERY

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1. The Fourteener 24 hydration pack from CamelBak has everything you’ll need to conquer the mountains. Air channels in the backpanel maximize ventilation while keeping the load close to your body for increased stability.

A trekking pole carry, soft-lined pockets for optics or electronics, stretch overflow pockets, and a 3-liter reservoir complete the do-it-all design. [$150] #16027 camelbak.com

soles.michelin.com

2. Nikwax’s Tent & Gear Solarwash Spray cleans without harmful detergents that damage water repellency while also protecting against UV degradation, a major threat to fabric performance. The pump spray

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is convenient and easy to use and can be applied to protect tents, packs, panniers, awnings, and more. Plus, it’s PFC-free, water based, and non-toxic. [$15] #17001 nikwax.com

3. LOWA’s Ticino GTX Lo approachinspired trekking shoe delivers lightweight stability and a great fit, making it a go-to choice for hiking and scrambling. A fabric/leather exterior and Gore-Tex lining keep it waterproof and breathable. The heel design hugs the back of your foot and the low-profile Vibram outsole provides a nimble, close-to-ground feel. [$230] #32128 lowaboots.com

PHOTOS BY COURTESY

OUR BRAND PARTNERS

OUTDOOR RETAILER DAILY

7/28/17 AM 7/18/17 10:54 4:30 PM

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

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NEWS

WHAT DIRECTION WOULD YOU LIKE TO SEE THE OUTDOOR INDUSTRY GO IN TERMS OF ITS ROLE IN ADVOCACY? a I think in the last six months the outdoor community has mobilized in a positive direction.

I don’t know if it’s enough, but it’s more than was going on a year ago. I guess that’s the big question: What should people be doing other than voting and going to marches and public rallies? It’s hard to tell what will affect change the best.

IS THERE ANYONE YOU LOOK UP TO AS AN EXAMPLE WHEN IT COMES TO ADVOCACY? a I always think of Doug Tompkins and what he was doing in South America. He was a big inspiration in terms of how you can structure your life to maximize your benefit to the world. I’ve also seen Conrad Anker speak on a few occasions and also really admire the work he’s done.

ADVOCACY

HOW DO YOU STRUCTURE YOUR LIFE TO MAXIMIZE YOUR BENEFIT TO THE WORLD? a The foundation is obviously the most public face to it, but privately, for me that means going vegetarian or vegan-ish, using solar on my home, and living as low impact a life as possible.

HAVE YOU FOUND THAT LIVING BY EXAMPLE IS A MORE EFFECTIVE WAY TO INSPIRE PEOPLE? a I think it’s an all-of-the-above type of strategy. I think that living rightly is maybe the strongest way to make an impact. My sister lives in a much more ethical, thoughtful manner than I do, and seeing the way she’s lived has had a huge impact on me.

But that’s a slower, deeper way of reaching people, and giving a speech can instantly inspire someone.

Reaching out through public talks and posts is an easier way to have a bigger, more superficial impact, but living in line with your beliefs has the potential to change people around you in a more integral way.

AT THE OIA BREAKFAST, [INCOMING OIA BOARD CHAIR] TRAVIS CAMPBELL SAID HE’D LIKE TO SEE YOU BECOME MORE FAMOUS FOR YOUR FOUNDATION THAN FOR YOUR CLIMBING. IS THAT A SENTIMENT YOU’D ECHO? a I would love it if that’s the way life worked out. I certainly hope that I can do more in the world through the foundation than through climbing, but that’s a longerterm goal, and we’ll see how the foundation shapes up and what we manage to do.

TELL US ABOUT ATTENDING “CLIMB THE HILL” EARLIER THIS YEAR. WHAT DID YOU TAKE AWAY FROM THAT EXPERIENCE IN WASHINGTON? a That was my first experience with real advocacy and lobbying.

The takeaway is that people should be more engaged at the local level.

Rising ocean temperatures kill coral, bleaching the rainbow array of a live reef into bare skeletons.

“Chasing Coral” documents heatwaves hitting reefs—an underwater echo of the filmmaker’s previous wellreceived work, “Chasing Ice,” on the Extreme Ice Survey recording glacial retreat. The film screens 11 a.m.

Saturday, July 29, at the Public Lands Action Center (Booth #44).

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A lot of people don’t realize that representatives have local offices and you can interact with them in their hometowns, or how much of government is about building relationships and chatting with people who have the power to affect change.

I found it made me more optimistic—if you take the time to get to know someone, talk with them, and build some rapport, over time you can explain to them where you’re coming from and reach a point of mutual understanding.

That’s how real change happens.

THERE’S A DOCUMENTARY COMING OUT SOON ABOUT YOUR FREE SOLO OF EL CAP. WHAT DO YOU HOPE VIEWERS TAKE AWAY FROM THAT? a I find El Cap to be the most inspiring objective in the world, and that’s what pushed me to try and do the most that I could with my life.

Hopefully someone watching the film will find that same feeling.

It sounds cliché, but everybody draws their inspiration from somewhere. I drew it from photos of other soloists and climbing stories. To think I could be contributing to that body of work in some way is pretty cool.

IF YOU COULD SEND A MESSAGE TO PROSPECTIVE ADVOCATES IN THE OUTDOOR INDUSTRY, WHAT WOULD IT BE? a When it comes to environmental protection, you should choose the thing you’re most inspired by, whether it’s lobbying in Washington, writing letters, doing marches, or leading participation trips to get people outside and experience the natural world for themselves.

When it comes to advocacy, there are a lot of paths you can take, and choosing the one you feel most strongly about is what will be the most effective. People do their best work when they’re passionate about what they’re doing.

PHOTO BY LOUISA ALBANESE; COURTESY

YOU’VE DONE A LOT OF WORK OVERSEAS INSTALLING SOLAR PANELS WITH THE HONNOLD FOUNDATION. HAS YOUR FOCUS SHIFTED AS PUBLIC LANDS HAVE COME UNDER FIRE AT HOME? a The work of the Foundation has gone on unchanged, but I have been using social media more often as a platform for public land here. It’s just the nature of public land issues that they require more of a public voice to really draw attention to them. I’ve spoken at events, posted on social media to raise awareness, signed petitions, sent letters, and even sent a message to [Secretary of the Interior Ryan] Zinke.

And I voted, which is the biggest thing.

OUTDOOR RETAILER DAILY

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7/28/17 5:47 PM

UN1TED

A great bike pack deserves a revolutionary reservoir.

And that’s why Dakine teamed up with HydraPak. Our advanced reservoirs are 100% BPA free, ultra-durable and have a lifetime Beyond™ lifetime guarantee. The #1 choice for technical hydration for over a decade.

2 L RESERVOIR BY HYDRAPAK — SEEKER 15 L BACKPACK BY DAKINE

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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NEWS

areas and gateway communities near national parks and monuments. “People have different connections to the land, and we need to be mindful of what those connections are,” Lamotte said. “What has probably been most damaging within the outdoor industry is talking about the fraction of 1 percent of those who summit whatever peak it may be. It’s just not accessible. It might be inspirational, but people don’t know a pathway to get to that level. We’ve gotten really good at speaking to ourselves, but we need to think about how we broaden our tent and speak to more people and bring more people in.”

T O USE CLIMBING TERMINOLOGY, THEY VIEW THE CHALLENGE AHEAD NOT AS A BOULDER PROBLEM BUT AS A MULTI-PITCH, SIEGE-STYLE, BIG WALL ASCENT. Or, as Haroutunian said, the outdoor industry is good at talking to people who speak the same language and drink the same beer. It’s time to become bilingual.

“Public lands are where your adventures happen,” said Adam Cramer, executive director of the Outdoor Alliance, an industry organization representing human-powered recreation users.

“Whether you get outside to ski, climb, ride horses, or ride ATVs, public lands are a major part of your experiences. Public lands are part of our national identity, independent of political affiliation, and we have seen folks from all corners of the outdoor world stand up to protect public ownership of these places.”

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The other long-ignored allies in public lands preservation are the tribal representatives emerging particularly around the Dakota Access Pipeline proposed near the Standing Rock Reservation in North Dakota and Bears Ears National Monument in Utah. “Tribes have these deep ties to every landscape in America. Their wisdom is something all Americans can learn from,” said Gavin Noyes, executive director of Utah Diné Bikéyah. The nonprofit is focused on preserving Native American cultural and natural resources and is a 2016 Conservation Alliance grant recipient.

The activism seen around Standing Rock and Bears Ears isn’t going anywhere, Noyes said.

He believes if the outdoor industry listens to indigenous voices, Native causes as well as public lands preservation will be elevated. Former Secretary of Interior Sally Jewell also emphasized the importance of tribal voices this week at a Q&A at The North Face. She said the work of Indian Lands and Public Lands Alliance to bring Native Americans into public lands management efforts was an effective way to protect wild places.

Industry leaders predict the coming years will see a certain amount of holding the line in public lands preservation, rather than gaining ground. Lawsuits, particularly in response to the national monument review, are seen as inevitable, and conservation groups are preparing those legal challenges. Some 2.7 million comments were submitted in response to the national monuments review and nine out of 10 of them were pro-monument, according to an analysis referenced by Jewell.

The former Interior Secretary predicted that if the Trump administration ignores the public input and moves forward with its proposal to dramatically resize or rescind a national monument designaton, the comments will emerge in court as evidence. So, too, will the action underway through the end of that review period, which concludes August 26. All comments are not treated equally, Jewell cautioned—those cut and pasted from templates or masses of postcards don’t receive as much traction.

As with inviting new participants to the outdoor industry table, Jewell said comments to land management agencies needed to be personal and cite real experience to be effective.

The eyes of those hoping for change in Washington, D.C. are on the 2018 midterm elections and the 2020 presidential election. To use climbing terminology, they view the challenge ahead not as a boulder problem but as a multipitch, siege-style, big wall ascent.

The trouble, too, is that the historically bipartisan issue of public lands has split along the line between red and blue. That’s a division that could and should be as arbitrary as it feels: “You don’t need to be a Republican to go fishing, and you don’t need to be a Democrat to climb walls,” said Tom Herbst, VP of marketing for The North Face. “If each one of us [in the outdoor industry] is engaged on a personal level, [the political divide] could change. The more people we can enable to get outside, the better.”

– Elizabeth Miller

PHOTO BY BOB WICK BLM

Bears Ears, Utah

OUTDOOR RETAILER DAILY

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SCENE

CAPTURING THE SHOW’S KEY MOMENTS

PHOTOS BY MICHAEL GAUTHIER/MOUNTAIN HARDWEAR

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Climb On

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Fierce competition returns to Park City for this year’s Psicocomp.

1. Spectators cheer as athletes climb headto-head on Utah Olympic Park’s 50-foot wall, which extends 25 feet over the water’s surface. 2. Professional climber Delaney Miller chalks up in the middle of her 2-minute send.

3. Final rounds went well past sundown.

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OUTDOOR RETAILER DAILY

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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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7/12/17 3:52 PM

@THESHOW

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

Events for Summer Market is “Creating a Sales Environment.” Each session is from 11 a.m. to 1 p.m and stands alone or builds on previous sessions to maximize impact and insight. Lunch is provided.

Retailer Skills Course Education Schedule (UMOCA) Retailer Skills Course (RSC) is inspired outdoor specialty retail leadership training for today’s ultracompetitive marketplace. With sessions led by successful outdoor retailers and facilitated by The Mann Group, RSC is part seminar, parts skills development, and all about leading and driving profitability in your store. The theme

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OUTDOOR RETAILER EVENTS

DAY 4, SATURDAY, JULY 29 Create an In-Store Sales Training Program

11 am - 1 pm Research shows it takes 21 to 28 days to learn a new habit. That doesn’t sound like too long, but the same research also indicates that people tend to drop out of a new behavior after two weeks if they don’t go out of their way to keep it going.

In this session, you’ll learn how to roll out a program in the short amount of time you have every day, a program with successful habits that will stick.

THE CAMP EDUCATION SCHEDULE (Booth #38088)

DAY 4 Inventory = High Risk Asset

Dan Holman, Management One and RetailORBIT 10 - 11 am

This interactive session takes an in-depth look at the secrets of Open-ToBuy and how to manage inventory to achieve optimum levels that allow retailers to grow profitable sales and increase their cash flow and overall store profitability. Led by Dan Holman from Management One and RetailORBIT.

Networking for Freelancers

RootsRated Media 11 - 1 pm We have created networking sessions hosted by RootsRated Media for you to meet, talk about best practices, and share tricks of the trade.

Is your brand looking for

talent or a way to take your company to the next level? Join us to meet freelancers looking to work with your company.

PADDLE EDUCATION SCHEDULE (Booth #39133)

Below are a few key sessions in the Paddle Education area not to miss. Check the mobile

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EVENTS Join CORDURA’s Durable Journey

app for full details closer to the show.

9 am #39212 Stop by the CORDURA 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.

So stop by for the launch and visit the CORDURA brand world in 360.

OTHER EVENTS Taste of Seattle Coffee Pour-Over

9 am #40 Get a free java jolt on your way in with a cup of fresh Seattle brew.

Nikwax’s Gear Love Story Confessional

9 am #17001 Have a heartwarming, tragic, or perhaps sordid tale about a favorite piece of gear? We all have that cherished piece: a tent that’s gotten us through stormy nights on mountaintops, a puffy that’s kept us warm at countless belay stations, or boots that have carried us over many miles of trail. 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.

Columbia Complimentary Pins for The Conservation Alliance

9 am #28001 Stop by the Columbia booth for a complimentary pin in support of The Conservation Alliance. For every pin taken off the pin wall, Columbia will donate $2 to The Conservation Alliance.

Cotopaxi Questival Salt Lake City

Try on Oboz, get a free tree!

9 am #BR401 Simply try on a pair of Oboz and take home a free tree sapling to make a corner of your world a bit greener.

Free Jeans Every Hour Giveaway

10 am #VO2260 Were 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.

Maple Bacon Creamees

5 pm Big Cottonwood Park, 4300 South 1300 East, Millcreek, UT 84117 Questival is a 24-hour adventure race that invites you to build friendships, push yourself, experience your surroundings, and have a whole bunch of fun. Teams of two to six people are tasked with completing as many exciting, unpredictable, and downright good things as possible things in 24 hours.

Whether it’s adventure and fitness, food, service, or teamwork, your quest will include challenges that push you out of your comfort zone. Cotopaxi invites all Outdoor Retailer attendees to experience and participate in Salt Lake City Questival, July 28-29.

SALES

12 pm #32118 Darn Tough brings a taste of Vermont to Utah. Get a delicious (and free!) Maple Bacon Creamee. Available while supplies last.

Donate a Sleeping Pad to Softer Streets

See our new Fishing Boats at

Adventure Medical Kits First Aid Kit Sale

9 am #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

Join the Renewal Movement with Mountain Khakis

Stanley Quenchers for Conservation Alliance

8 am #3050 & #5031

from

of proceeds benefit the American Hiking Society.

9 am #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

Three New Fishing Machines PackFish™ 7

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.

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 and exchange it 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!

9 am #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. Products will include Light My Fire Sporks, Morakniv knives and LED lighting from UCO.

Air Pillow Benefit Sale for Conservation Alliance 9 am #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.

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

20- and 40-oounce sizes available for $10 and $20.

Osprey Pack Sale

Booth # 34105

FishSUP™ FS126

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.

Backpacker’s Pantry sale for American Hiking Society

FastTrack™ 385fta 800-748-8066 M-F, 9-5 EST

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19 N Columbia St, Ste 1, Dept S4077B Port Jefferson, NY 11777

#17037 Backpacker’s Pantry is providing all new 2017 products for better than 50 percent off retail. For $20, get Cincinnati Chili, Three Cheese Mac & Cheese, Three Sisters Stew, Mango Sticky Rice, and Indian Rice Pudding in a mesh camp sack. 100 percent

9 am #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 9 am #16001 X-Kettles and X-Brew Coffee Drippers for sale with 100 percent of proceeds donated to the Himalayan Stove Project.

A Couple Crazy Creek Deals to Support ‘Leave No Trace’ 9 am #21045

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Swing by the Crazy Creek booth and get a sweet deal on a comfy Hex 2.0 Chair or Alpine Sac (while supplies last). Proceeds benefit Leave No Trace Center for Outdoor Ethics.

Mountain Khakis Sale

9 am #8009 Pack light + shop MK at the show = wardrobe upgrade!

Apparel for guys and gals while supplies last.

Benefits Outdoor Alliance.

Wilderness Press Sale to Benefit The Conservation Alliance

9 am #32090 For a small donation, get a magnificent, full-color guide to see the best that the night sky has to offer with a companion deck of playing cards perfect for games or to use as flashcards.

Toad&Co. Sale to Benefit The Conservation Alliance

9 am #30051 Assorted style for men and women including: Papyrus Flowy Tank, Tamaya Dos Tunic, Swifty Trail Skirt, Smythy SS Shirt, Coolant SS Shirt.

Smartwool Sale to Benefit The Conservation Alliance

9 am #32101 Assorted Smartwool Merino apparel including: Women’s Merino 150 Patter Hoody, Llight Capri and PhD Seamless Strappy, and Men’s Merino 150 Pattern Boxer Brief and Merino 150 BL Tee.

Nuun Hydration Sale to Benefit The Conservation Alliance

9 am #5 Nuun Performance: Electrolyte and Carbohydrate Powder for longer, intense workouts.

casual style, these lightweight, cotton fleece zip-up hoodies offer the ideal balance between comfort and functionality.

Oboz Footwear Sale to Benefit The Conservation Alliance

9 am #BR401 Men’s and Women’s Selway: Oboz flip-flops with the same supportive shape as our O-FIT Deluxe Footbeds, featuring carbon rubber pods on the outsole and a springy EVA midsole for comfort.

Nikwax SolarWash Sale to Benefit The Conservation Alliance 9 am #17001

Nau Sale to Benefit The Conservation Alliance 9 am #8001 Assorted styles for men and women including: Men’s Randygoat Lite Henley, S/S Dissolve Shirt, S/S Kanab T-Shirt, Introvert Work Jacket and Women’s Astir Tank Dress Stripe, S/S Kanab Top, Skipline Tank, Slight Anorak.

Farm to Feet Sock Sale to Benefit The Conservation Alliance

9 am #BR315 Special Edition Bears Ears Hiker: Lightweight Merino Wool Hiking Sock

All Good Sun Care Kit Sale to Benefit The Conservation Alliance 9 am #BR545

This Land is Our Land BOCO Trucker Hats Sale to Benefit The Conservation Alliance & OIA 9 am #BRL200

Klean Kanteen Custom 16oz Tumbler Sale to Benefit The Conservation Alliance 9 am #3009

Backpackers Pantry Sale to Benefit The Conservation Alliance 9 am #17037

La Sportiva Hoody Sale to Benefit The Conservation Alliance

9 am #10027 Rocklands and Yosemite Hoodies: Rich with technical features and

Kelty Bestie Blanket Sale to Benefit The Conservation Alliance

9 am #24027 Wander over to Kelty and pickup an extra-large insulated Bestie Blanket for $20, while supplies last.

SuperFeet Footwear for The Conservation Alliance 9 am #21027

Stanley for The Conservation Alliance 9 am #14001 Adventure Quencher 20 and 40 oz, while supplies last.

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. Strong and lightweight, the Wildlands Leash includes a padded, ergonomic handle, unique Ruffwear-designed hardware, and outdoorinspired patterns. All proceeds from the sale of this leash will be donated to The Conservation Alliance.

Ibex Merino Sale to Benefit The Conservation Alliance

#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.

Preserve and Protect Bears Ears T-Shirts for Sale

10 am #A112 Stop by the National Parks Conservation Association booth during each day and show your support for Bears Ears by purchasing a Preserve and Protect T-shirt by Wild Tribute.

All Adventure Keen books $5 to protect trails!

#32090 12 pm All books in the booth are $5, all proceeds support American Hiking Society and protect the places you love to hike!

Artist Series Trucker Sales to Benefit SheJumps

2 pm #33055 Come see Sunday Afternoons to buy a trucker hat and support SheJumps.

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.

JULY 29, 2017 DAY 4

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THANKS!

The OR Daily Grind

These things got us through this show cycle.

It’s not easy being OR Daily, but the great folks at these brands made it pleasant for us. Thanks to Upslope for the suds (newsroom favorite: Thai Style White IPA), Otterbox (#5037) for the Venture Cooler, which kept our beer cold for the duration, Kicker (PV1242) for the Bullfrog Bluetooth speaker, Five Ten (#1025) for the round of Moscow Mules, and Claire’s dog Quinn for being awesome. We love y’all. –ORD Staff

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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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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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!

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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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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

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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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wigwam.com

6/19/17 9:59 AM

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The Ultimate Sports Bottle SPILLS ARE NOT AN OPTIONTM

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LOST COAST OF TRAIL

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TS IEN ED

MT. WHITNEY NXT

BOOTH 18019

N CO ED M OISTURE

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

• 100% Guaranteed Dishwasher Safe wigwam.com

wigwam.com

www.DrinkFrom.Me

Special Advertising Section

Booth: PV1136

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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

ASSOCIATE 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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BEST OF BOOTH

ORD

Best of Booth Summer Market

2017

The Pavilions

Cabin Fever Locals know best.

1

2

The Prize

Custom growlers provided by Hydro Flask

84

3

1. Handmade mugs double as decor. 2. Adam Neff cut the booth’s rafters outside the Pavilions with the family chainsaw. 3. Racks hold kid-safe campfire swords.

Best Virtual Reality Throw boots off cliffs “Wild”-style at the KEEN booth (#32183), where you rack up points for tossing shoes through hoops. Don’t worry— it’s not littering if it’s not real. Even though the 360-degree virtual reality experience at KEEN is animated, you feel like you’re really inside the scenes within the game, because you can walk around within the experience instead of just turning your head. Don’t feel bad if it takes you a while to get the hang of the game. Even if you suck, you’ll still get a free t-shirt.

–Kassondra Cloos

PHOTOS BY LAUREN DANILEK (3); LAUREN TEDFORD

R

OASTYZ TOASTYZ (PV1019) is as local as local gets. With base just a few miles from the Salt Palace, these OR first-timers brought the woodworking shop to the show floor.

“We just winged it,” said Adam Neff, one of the brand’s craftsmen. “We showed up with some logs and a chainsaw, and my wife did the lettering on the sign, and we just dreamt it up as we went.”

But when improvisation is in the hands of professional craftsmen, the result is cozy, character-rich, and thoughtfully designed. The booth takes on the style of an old general store with hanging shelves, picket fencing, and an awning of stripped-wood rafters (hand-cut outside the pavilion on Tuesday).

Run by the Neff brothers, the company is a family business. While the brand built its name on colorful ceramic mugs, it has recently become more well-known for its swashbuckling campfire roasters—complete with both sword and lightsaber hilts. And when a vendor is so well armed, well, you give them an award if you know what’s good for you.

–Corey Buhay

OUTDOOR RETAILER DAILY

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“WE’VE BEEN TREKKING FOR 50 YEARS, AND I HOPE WE NEVER GET THERE.” - FOUNDER, ÅKE NORDIN

Our founder Åke 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

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“WE’VE BEEN TREKKING FOR 50 YEARS, AND I HOPE WE NEVER GET THERE.” - FOUNDER, ÅKE NORDIN

Our founder Åke 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

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