OutDoor SHOWCASE 2012

FRIEDRICHSHAFEN, GERMANY

2012

JULY 12 – 15

THE OUTDOOR

SHOWCASE PRODUCTS. TRENDS. MARKETS. WWW.OUTDOOR-SHOW.COM

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Escaping the Austerity Trap!

At the beginning of the year I had an interesting conversation with the chief of a U.S. company who told me: “Outdoor activities are the perfect way to get disconnected.” He was referring to the daily trouble in professional life with e-mails, phone calls, countless unread newsletters and short messages with this statement. “Our bodies and souls need a rest from all that from time to time”, he said, “and a break outdoors is the right remedy to all those challenges.”

My brief reply was, “I don’t understand then why do you market jackets which feature pockets especially designed for smartphones?”

My interviewee laughed, stating that I was right. The lesson that I took from this conversation was that we, no matter whether we talk about individuals, our industry or even entire nations, are all connected. Sorry, the provider of our lives says, disconnection is not possible.

This is truer now more than ever. Today our industry is watching Friedrichshafen whereas all other people are looking at the fate of Europe with growing anxiety and also at those countries on the continent that are dramatically connected by a currency which is at stake. The future of the euro is an essential issue we cannot escape from, neither during the day nor at night. We’d better stay connected.

The financial crisis of 2008 - 09 actually helped the outdoor business to bloom, notably in the U.K., where consumers tended to go hiking at home instead of spending money on costly holidays in Thailand, Canada, South Africa or any other attractive part of the world for that matter. People stayed at home and went camping.

All in all the outdoor industry successfully managed to prove that what they have on offer is actually inexpensive and that not only do people get gear for a fistful of money, they also become a dream - a wonderful stay in the great outdoors.

At present the situation looks slightly different. Europe, along with other important regions of the world, is at a crossroad: The global disease with which the world’s economy is struggling calls for remedies, and there are two competing. Should we spend more to keep the consumption going? Or is austerity the right approach to get out of this situation?

Let us be, at least for a second, honest to each other, to others and perhaps most importantly to ourselves. We, as an industry, try hard to sell products but, frankly, it is consumption we are all after.

No consumption, no industry, that is very easy to understand, but where should we go from here if austerity is exactly the thing that some leading politicians suggest to weather the storm? Is an industry like ours, which is based on consumption, doomed?

The answer is no, it is not. The outdoor trade should make one thing clear, what it has on offer is the cheapest way to make dreams come true, perhaps not in destinations far away from home, but in those that are just around the corner.

This message is not an invitation for trading-down. Customers who have the money for the best and latest gear will always be around.

There will, however, be more and more consumers who have less and less money to spend over the coming months, so don’t sell those people equipment, sell them a dream, an inexpensive one which will come true just around the corner. They will buy it.

We herewith wish you a successful show. OutDoor is the industry’s best way to stay connected.

Markus Huber

03 editorial

(the editor)

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06

08

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CONTENTS Direct line from supply to consumer and back to retail

06

The Gore-Tex Experience Tour connects the whole supply chain

Plenty of money for a better world

08

EOCA has raised its first €1 million of funds

Tropical adventure

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Exploring the Brazilian outdoor market

Scandinavia’s hidden gem

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Perspectives and challenges in Norway

A Gallic village built to resist

25

04

contents

Au Vieux Campeur’s atypical rise to French market leadership

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30

32

Š Morten Helgesen | www.visitnorway.com

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Bikes make a big splash at Lake Constance

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Get prepared for Eurobike’s 21 edition st

Welcome to the realm of unlimited opportunities

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Chinese business will soon meet at the Asia Outdoor in Nanjing

Check them out!

32 - 45

Brand new products at the show

46

05 contents

Meet the Writers, Imprint

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The Gore-Tex Experience Tour connects the whole supply chain:

Direct line from supply to consumer and back to retail

A paradise that’s just around the corner: The participants of the AlpCross will enjoy spectacular views like this one on their way from Austria’s Ötztal to Italy’s Schnalstal.

The key to creating a community is fun, and fun in the outdoor scene means nothing less than adventure. It is quite an unusual step for a supplier like Gore-Tex to address the consumers directly. That is normally the job of the brands and/or the retailers to address end customers. The Experience Tour targets the consumers to create a community that identifies itself with the brand Gore-Tex. If the series of events works out successfully, the participants will go to the shops to buy more gear and what is even more important tell their friends, whether personally or through social networks, about the wonderful experience that they enjoyed in the great outdoors.

When the Experience Tour premiered three years ago it turned out to be a great success. Whilst this year’s series of events has its focus on pure adventure, last year’s edition directly connected the consumers with brands, where lucky outdoor enthusiasts had the chance to manufacture their own pairs of shoes at Meindl and La Sportiva or to tailor their own jacket at Mammut.

Multi-channel communication – on- and offline The most efficient way to reach potential members of such a community is through the internet, due to the fact that organisers of the tour can automatically assume that present or potential future outdoor enthusiasts are already connected through social networks or other sites of interest in the web. Therefore, Gore-Tex did not only create its own microsite (experience-tour.com) and Facebook page, but they have also teamed up with strong media partners such as National Geographic or 4-seasons.de, the web-based customer magazine of Globetrotter Ausrüstung, the big German specialty outdoor retailer. Such publications have various tools to transport the community spirit from Gore-Tex to the consumer, their own

websites, their offer on Facebook and other networks as well as their traditional printed publications.

There is also a valuable offline tool: Gore-Tex brings the customers together with well-known heroes from the outdoor world, those who earn their living from their passion- from mountaineering legend Hans Kammerlander to photographer Bernd Ritschel and members of the British Marines. The lucky winners of the 2012 tour will be taken to the wilderness of the Alps, the Spanish Pyrenees and South Wales.

Crossing the Alps with living legends The Alps, home to the highest and wildest mountains in Europe and one of the most diverse mountain ranges in the world. Crossing these mountains on foot, by fair means, is a once-in-a-lifetime experience that most outdoor enthusiasts only get to dream about! This dream could come true for eight European hiking enthusiasts during the AlpCross event of the Experience Tour, and that’s not all, this unique tour is being led by professional photographer Bernd Ritschel who will be accompanied by leading mountain-experts such as climbing legend Hans Kammerlander, weather expert Karl Gabl and Guide de Chamonix Yann Delevaux.

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trends : multi-channel marketing

Successful market penetration has become a tricky thing since the tools to reach both retailers and consumers have become numerous – from Facebook to Youtube and from printed media to traditional training of sales staff.

This year’s Experience Tour of Gore-Tex impressively highlights how integrated communication campaigns can create traffic in the outdoor shops.

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The AlpCross 2012 project will follow a magnificent alpine trekking route in the company of experienced, internationally renowned mountain athlete´s, this unique combination makes the AlpCross so appealing. It will start on 25th August through to 1st September, in the Ötztal in Austria, then head towards the South Tyrolean Schnalstal. An exremely spectacular route has been chosen that covers a distance of approximately 75 km, with ascents and descents totalling 7,000 metres. The participants will be on their feet between 4 to 9 hours a day. The alpine highlights of the tour are a trek across the Taschach glacier, an ascent to the summit of the Wildspitze (at 3770 metres the second highest peak in Austria) and a night spent sleeping under the stars in a bivouac.

Instructed by foresters, nature enthusiasts will learn how to interpret the brown bear’s traces.

Following the bear’s traces The lucky four winners of the Experience Tour “Watch bears in the wilderness” will join an expedition that consists of forestry workers, a biologist and a professional photographer over a period of four days.

The winners will spend four days, from 13th to 16th September 2012, in the mountains surrounding the Val d‘Aran in the province of Lleida in northern Spain.

The aim of the expedition is to view brown bears in their natural habitat while learning the skills and techniques of wildlife photography. It will be an unforgettable experience in an incomparable setting. This adventure is open to all European citizens, the only requirements being they must be 18 years of age or over and interested in nature, the environment and photography.

“Come on, let’s go and watch some humans.” – The Experience Tour will take hikers to the Spanish Pyrenees where brown bears live.

The Fan Dance is a test of mind and body. Set in the heart of the Brecon Beacons in South Wales, the 23.5 km route takes you across ridges to a maximum elevation of 886 m at the peak of Pen y Fan. There is nowhere to hide when you attempt the Fan Dance and we are aiming to complete the route– just like British Special Forces recruits – in 4 hours.

Our team will spend the weekend learning the skills required to complete the challenge from two British Military Fitness Mountain Leaders. These will includeday and night time navigation, survival skills, pacing techniques and lightweight packing. There will also be a fitness test on day one to ensure that everyone is up to the challenge.

Wearing the right kit is an essential part of overcoming any outdoors challenge, the team will therefore be kitted out, from head to toe, in the latest Gore-Tex garments and footwear from Berghaus. The weather in the Welsh hills can change very quickly, but with Active Shell products the team will be able to continue no matter what twist the weather takes thanks to its ultra-breathable, lightweight 100% waterproof protection.

Professional advice for the participants of the AlpCross: Photographer Bernd Ritschel will give useful tips to improve images.

Dancing under the rainbow. The Fan Dance in South Wales is part of this year’s Experience Tour – and the weather won’t be pleasant all the time.

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07 trends : multi-channel marketing

Surviving the wilderness like marines

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EOCA has raised its first !1 million of funds:

Plenty of money for a better world © Deutscher Alpenverein

Restoration of the Kaiserjoch Trail, Austria (Nominated by Vaude, chosen by EOCA members)

An urgent project due to a huge rockfall that destroyed a major footpath in the Austrian Alps. Due to the constant danger of further rockfall, the trail needs to be re-sited on the opposite side of the valley, taking care to keep hikers away from sensitive areas, protecting wildlife.

2012 is a year for incredible celebration in the European Outdoor Conservation Association (EOCA), due to the fact that the association and its members are celebrating breaking the magnificent milestone of raising its first €1 million in just six years – 100 percent of which has been put straight into conservation.

And EOCA is not just celebrating having raised huge numbers in terms of money. It is also celebrating reaching huge numbers of outdoor consumers through this year’s public vote, as more and more of the public become aware of what the outdoor industry is achieving.

Following 74 project applications for funding this year, National Geographic Germany, Alpin (Germany), TGO (UK), Lift (Netherlands), Bike & Trekking (Netherlands) and Wider (France) all published details in their magazines and online to encourage their readers to vote for their favourite project in three separate project categories: nature, outdoor and alpine. The public vote across Europe reached over 4 million consumers via print, online and social media. 100,000 unique visitors came directly to the EOCA site and a massive 55,263 votes were cast to help choose which projects would receive funding.

The voting was nail-bitingly close at times - at one point in the nature category, there were only 400 votes separating the top 4 projects! A single post from the winning project from the outdoor category (Surfers Against Sewage) on Facebook reached a staggering one million people.

Three projects were chosen in this way by the public.

This was then followed by the EOCA member vote to choose a further three projects:

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trends : sustainability

After having reported last year that 2011 would be a hard act to follow, we are, on the contrary, standing here this July with more success to reportcertainly, more than was ever imagined 12 months ago.

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Landscape Dynamics in Sagarmatha National Park (chosen and funded entirely by Nikwax)

This year, Nikwax has chosen a project to fund in its entirety.

Nikwax decided to find its own project that fitted with its ethos and ideals rather than choosing one from the voting shortlist. Having checked the project fitted all the required criteria, EOCA will now manage the project in-house as it does with all of the funded projects, checking that it is meets all its aims and objectives which in turn means Nikwax can have a very tailored environmental giving programme without the need for extra internal staffing resources: The PhD study on landscape dynamics in Sagarmatha National Park in Nepal will examine ongoing landscape transformation to assess the impact of change on things such as water provision. It will provide insights into what drives land use change and what this means for the sustainability of the region, generating adaptation strategies specific to the National Park.

Finally, Original Buff will once again entirely fund three further shortlisted projects, meaning a total of 10 vital nature conservation projects will be funded in 2012. To find out which three projects Original Buff chose to fund and hear more details about the projects mentioned here, come along to the official project unveiling- Entrance East on Thursday 12th July at 11.30.

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© Carol Newbiggin

Steall Gorge Path Repair (Nominated by Patagonia, chosen in conjunction with Alpin Magazine)

Heavy use and exposure to severe weather is causing serious erosion, damaging sensitive habitats and threatening to make this spectacular trail, through the Steall Gorge to Britain’s second highest waterfall, impassable. Work will be carried out to combat the damage and strengthen future weak spots. © Carol Newbiggin

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MAR Mountain Clean Up (Nominated by Keen Footwear, chosen by EOCA members)

Respect the Mountains organises clean ups, so called ‚Envirotreks‘ each year in different locations in several countries to bring together locals and volunteers to clean up a mountain recreation area or ski resort after the snow has gone (locations in 2012 in France, Austria, Germany, the Netherlands and the U.K.).

A bre the ul tive n protec lightw and e

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trends : sustainability

WIT MEM TEC JAC PRO TEC

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INTERFUSE JACKET

WITH THE INNOVATIVE NEW MEMBRAIN FUSIONDRI TECHNOLOGY, THE INTERFUSE JACKET IS ONE OF THE HIGHLIGHT PRODUCTS IN OUR RANGE OF TECHNICAL ACTIVE SHELLS The hard wearing 70 denier face fabric is waterproof, while the 15 denier Ultra Lightweight Wicking Backer sets new benchmark standards in terms of weather protection, breathability and wear comfort. The Interfuse Jacket delivers optimized protection and maximum wear comfort for all types of aerobic activity.

MARMOT MEMBRAIN FUSIONDRI A breakthrough new waterproof-breathable fabric that provides the ultimate in protection, breathability and comfort. This innovative new 3-layer technology combines durable water and wind protection with a highly breathable MEMBRAIN laminate to a ultra lightweight wicking backer for extreme comfort in high aerobic and everyday activities.

MIKA SALOVAARA, PETER MUSCH

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STRETCH TO FIT

DURABLE WATER AND WIND PROTECTION HIGHLY BREATHABLE MEMBRAIN LAMINATE ULTRA LIGHTWEIGHT DRICLIME MESH

www.marmot.eu

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Conservation of Large Carnivores, West Carpathians (Nominated by Rockpoint, chosen in conjunction with National Geographic Germany)

Š Karel Borez

The Arm ver, esse dep rifle. insp crea outd

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trends : sustainability

The main objective of the project is to protect populations of large carnivorous mammals (wolf, lynx and bear) in the Beskydy and Kysuce Mountains in the Western Carpathians. This will take place by protecting migration corridors through land purchase and land restoration, guarding against hunting and trapping and a public awareness campaign.

www

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BrandCampaign2012_Ad_210x297mm_TXT.ai 1 11.06.2012 08:02:40

Multi-Functional Like You !

Photo: Rainer Eder - Switzerland

The first WENGER multi-functional Swiss Army Knife featured a sharp blade, screwdriver, reamer and can opener. It became an essential tool for soldiers whose survival depended equally on food and a working rifle. To this day, this same knife is the inspiration behind WENGER’s mission to create multi-functional equipment for the outdoor enthusiast.

www.wenger.ch

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Tough EU Action on Marine Litter (Nominated by Patagonia, chosen by EOCA members)

Coastal Protection Activists, U.K. (Nominated by Smartwool, chosen in conjunction with TGO, Wider, Lift and Bike & Trekking Magazine) To involve and educate local communities in the protection of their coastal environment through beach cleans, talks and environmental action on marine and coastal pollution via the training of a network of regional representatives.

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trends : sustainability

The marine environment has become engulfed with marine litter, severely impacting marine species and habitats. The international network ‘Seas at Risk’ aims to directly influence the Marine Strategy Framework Directive process, the only European legislative instrument designed to protect the marine environment and reduce marine litter.

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HANWAG NEXT STEP / WAXENSTEIN BIO Hiking with a reduced footprint

With the sleek, low-cut Waxenstein Bio one is ready for simple outdoor and daily activities.

Hanwag already uses environmentally-friendly materials such as chrome-free, anti-allergic leather, CO2-neutral Terracare Zero leather and certified organic leather. From Summer 2013, we shall be taking the next step towards sustainable production. Our organic leather BIO footwear will be available with the new Hanwag CompoSole – the first ever fully biodegradable outsole for mountain and trekking footwear.

AXEON GTX® Technical and robust

Robust and no-nonsense. The AXEON GTX® has a reduced toe spring that makes it particularly suitable for technical climbing and prolonged use with automatic crampons. Its waterproof GORETEX® lining, thermal insulation and Vibram® Dolomit sole make it ideal for high alpine or glacier use. 100 % Made in Germany.

WWW.HANWAG.DE

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Exploring the Brazilian outdoor market:

Tropical adventure

The Chapada Diamantina in the state of Bahia, in northeastern Brazil, is a favorite destination for Brazilian hikers.

With the permanent temptation of a caipirinha amid the lively spectacle of the beach, many Brazilians understandably rank the sea as their favorite leisure activity. But this is beginning to change as more Brazilians are eager to escape the crowds and to explore their huge country.

The leading market players estimate that about 8 million Brazilians practice some form of outdoor activities from time to time, and half a million regularly go hiking and camping in the outdoors – which may still involve the beach. The numbers are increasing most rapidly for athletic activities like trail running and triathlon.

Fernando Oliveira is one of the men who are making it happen. An avid mountain biker he started a little business in the early nineties by sewing saddle pouches in his kitchen during the evening and selling them to bicycle stores by the unit.

A few years later he launched Curtló, a company specializing in outdoor backpacks and outerwear.

Building an outdoor community Based in São Paulo, where it makes its own products, Curtló is one of the brands that contributed to the rise of the Brazilian outdoor market in the late nineties. After many years of instability the country’s economy was just beginning to open up, and Brazil was among the countries most-avidly watched by investors. Demand started to increase and specialist outdoor retailers began to pop up around Brazil.

Yet the owner of Curtló insists that the country’s outdoor market still has a very long way to go. “Hiking and trekking are still not so wide-spread in Brazil as in Eu-

rope,” he explained. “We regard it as one of our most important tasks to animate the outdoor community in Brazil, and to educate consumers about outdoor products”.

The concept of outdoor in Brazil is mostly associated with adventure travels. Brazilian outdoor enthusiasts particularly like to head out to Bariloche, an Argentinian town at the foot of the Andes, which is so full of Brazilians that it is often called Brasiloche.

Their growing enthusiasm for adventure transpires in the numbers of the Brazilian Association for Eco-tourism and Adventure Travel (Abeta), an organization that regroups hundreds of companies around Brazil’s vast territory. “This is a young and very active industry,” said Jean-Claude Razel, Abeta’s president. “It has also become a lot more organized with the promotion of safety standards and certification”.

When it comes to business, the Brazilian numbers remain disappointing compared with the size of the country. The leading Brazilian players estimate that the entire market for outdoor products is worth about 350 million reais at retail – equivalent to roughly €137 million.

To put this into perspective, it is not even half the estimated size of the market in Argentina

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markets : brazil

From the Amazon rainforest to the Serra dos Órgãos, Brazil forms a huge and stupendous playground for outdoor activities. With intensive efforts by a handful of Brazilian companies, the country’s outdoor business is also beginning to take shape.

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with its 41 million inhabitants, compared to 190 million inhabitants in Brazil. Even the Chilean market still yields more sales than the Brazilian outdoor business so far.

Part of the problem is the climate, which is quite warm in nearly all parts of the country.

Another issue is the shortage of mountains and infrastructure, since there are still few facilities for hiking and trekking in Brazil.

But many admit that safety probably constitutes an even more worrying obstacle for the development of outdoor activities.

Stifling taxes Among the more economic factors, the expansion of the Brazilian market is badly hampered by stifling import duties. The standard duty on most products relevant to the outdoor market reaches 35%, but a bewildering array of other duties and taxes must be added to this. In March 2010, the Brazilian government further imposed an anti-dumping duty of $13.85 on almost any pair of footwear imported from China. “This means that the price of imported pro-

Mundo Terra, one of the specialist outdoor stores that popped up in the Moema district of SĂŁo Paulo.

ducts in Brazilian stores is often double the price in American stores,� said Armando Barcellos, a retailer from Rio with three stores which specializes in triathlon and sells many technical backpacks. “This ma-

kes it much harder for consumers to buy proper equipment and encourages them to buy their stuff when they are travelling abroad�. Foreign brands could avoid the duties by manufacturing their products in Brazil, but many of them have failed to find adequate suppliers and even more so at a competitive price. Several brands have stayed away or retreated when they found out about the price issue and the relative underdevelopment of the market.

Yet another issue is that the estimated 80 specialist retailers operating in Brazil are often small companies requiring permanent deliveries. “This means that you always have to have stock for about six months in your warehouse,â€? said Fernando Andreis, general manager of Trilhas & Rumos.With a turnover of about R$ 12 million, this is a leading Brazilian outdoor brand focusing on backpacks and apparel. Trilhas & Rumos, which sells at lower average prices than CurtlĂł also has its own production plant in TeresĂłpolis, north of Rio de Janeiro.Specialist retailers themselves are under increasing pressure from heavyweights like DĂŠcathlon,

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© Cuca Jorge

Dedo de Deus, the Finger of God, a landmark in Serra dos Órgãos national park near Teresópolis, which is regarded as the cradle of Brazilian mountaineering.

which has eleven stores in Brazil and installed Quechua as a recognized outdoor brand. Another is Centauro, the only nationwide sports retailer in Brazil, with more

Annonce compass 210x150 01-06-12 copie.pdf

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than 130 multi-brand stores spread over all states, which countered Décathlon by launching its own private label for outdoor products, Nord.

02/06/12

12:25

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NEW: The Nordic Outdoor Study, our research report on all aspects of the outdoor market in Denmark, Norway, Sweden, Finland and Iceland with the collaboration of the Scandinavian Outdoor Group.

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Yet still, some international players have found a way to break through in the market, such as Deuter, Columbia and The North Face. They are targeting a wider audience, offering products adjusted to the Brazilian climate, and betting that outdoor lifestyle apparel will take hold in Brazil in the coming years.

Retail pressure “Young people are learning about the environment, they are becoming more interested in outdoor activities,” said Ronald Radomsyler from Drastosa, a textile company in São Paulo which distributes Columbia in Brazil. “Little by little, we have to make sure that outdoor also becomes part of the Brazilian wardrobe”.

Barbara Smit

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Adventure comes to town The quickest way to learn about the Brazilian outdoor market is to take part in the Adventure Sports Fair (ASF), which brings together the country’s most prominent outdoor brands and organizations for four days in São Paulo.

The fair held in April this year drew about 268 exhibitors and 54,000 members of the public, who eagerly lined up to try standup paddling, indoor climbing and a myriad of other activities. A dedicated business area welcomed 1,350 trade visitors, mostly outdoor distributors and retailers.

“This is more than just a fair, it is an event that is meant to build up the outdoor community in Brazil,” explained Sergio Franco, who initiated the ASF. “The outdoor market in Brazil is not as structured as in Europe or even in neighboring countries like Argentina and Chile, which makes it particularly important to stimulate the market with such a get-together”. In case you need any purpose to visit Brazil, the next edition will be held at the beginning of May.

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© Morten Helgesen | www.visitnorway.com

avidly-watched market for outdoor products, with an inordinately high level of spending per inhabitant.

“From a very young age Norwegian children are sent outdoors to grow up by learning about their environment,” explained Brede Birkeland, general manager of Platou Sport, the only proper chain of specialist outdoor and winter sports stores in Norway, based in Bergen. “Enjoying the outdoors is very much a part of what we are”. And Norwegians don’t always have a choice anyway, because in some parts of the country it is quite an expedition to go out for a glass of aquavit with the neighbours.

With just under 5 million inhabitants, the country’s outdoor market could be estimated at the equivalent of about €580 million in retail sales including VAT last year – amounting to spending of some €115 per person. While Norwegians enjoy a wide array of activities, from hunting to backcountry skiing and kayaking, this figure focuses on products for hiking, trekking and climbing.

To put this into perspective, Norway has approx, half of the population of Sweden, the size of the Norwegian outdoor market is however in the same range as the Swedish business – implying that Norwegians spend twice as much on average.

Oil money

Perspectives and challenges in Norway:

Scandinavia’s hidden gem Eight o’clock in the morning, Bergen railway station: the hall and platforms are crowded with passengers who are nearly all clad in the latest outdoor gear. Some of them carry hiking poles, others backpacks and even bicycles. This could be the start of a mega trekking event, but it is just a bright Saturday morning drawing hundreds of people to Norway’s stupendous outdoors.

Many of the passengers are taking the Bergensbanen, which cuts across the country toward Oslo. Rolling on the highest railway line in northern Europe, it disgorges scores of people in jaw-dropping spots all along the way – one valley more spectacular than the other.

For many Norwegians, this is part of their way of life. Regardless of the weather, they actively enjoy discovering the outdoors, preferably with the right equipment – and many of them have the means to do so.

This is what has turned Norway into an

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Norway’s breath-taking landscapes, like the Jotunheimen mountains, encourage many to head outdoors.

With temperatures dropping way below zero in the winter, warm and dry clothing and footwear are part of the daily attire for months on end. Norwegian consumers are very knowledgeable about the qualities of membranes that deliver protection from cold and rain. Gore-Tex reports more sales per inhabitant in Norway than anywhere else.

Another factor that has buoyed the Norwegian outdoor market is the disposable income of its inhabitants. Oil has turned Norway into a wealthy country, and at least some of the benefits have trickled down to consumers: household expenditure in Norway is about twice the average level in the European Union (and about 70% more than in Germany). Many consumers can afford to pay for outdoor products at a hefty price, often about 20% more than the price in other European countries.

Scandinavians have been careful not to spread the word too loudly: They have kept the Norwegian outdoor market almost entirely to themselves. Only a few brands from

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other countries have managed to break through, most of them from Sweden and North America.

Norway has its own outdoor brands, starting with Bergans. “We have only begun to explore international markets in earnest a few years ago, but Bergans is a household name in Norway,” said Øystein Bomo, the company’s sales and marketing director.

“It’s a fair bet that most Norwegians own at least one Bergans product”.

And many of them probably know that the company’s founder, Ole Bergan, invented the backpack with a frame carrying system, this was patented in 1908 and adopted by arctic explorers. Bergans reached a turnover just shy of 700 million Norwegian crowns (Nok) last year – and with about 75% of these sales coming from the Norwegian market, Bergans is by far the largest specialist brand in the country.

Norway further boasts brands like Norrøna, which lightens up outdoor stores with lime green and turquoise blue jackets. Helly Hansen focuses a lot more on outdoor

in Norway than in other countries. Several others, from Alfa footwear to Stormberg apparel, which have yet to attain recognition in international markets, are all firmly established in the Norwegian outdoor landscape. Most of the remaining sales go to Swedish brands and a handful of others like The North Face and Arc’teryx.

Mega-store mega-storm However, the Norwegian market has become fiercely competitive in the last years as XXL stormed the country. This is a sports retailer trading on large surfaces, with an average of 4,000 square meters and a vast array of outdoor products. The format is not unlike Décathlon in other European countries, with the very important difference that XXL does not carry any private labels.

Since it started up eleven years ago XXL forced the closure of many independent sports and outdoor retailers in Norway. Its deployment around Norway has also unleashed heated

competition with Gresvig, the retail group that runs the G-Sport and Intersport banners in Norway, and launched its own mega-store format. With its 293 affiliated stores, Gresvig still had an estimated share of about 38% in the Norwegian sports market in 2011, but XXL and its sixteen stores in the country (it has opened a few others in Sweden) moved up with a share of 18%.

In the last years the two retailers have been competing with particular ardor around the outdoor brands that draw consumers into their stores. Some of these brands have come to think that they could not sell to both Gresvig and XXL without getting caught in the crossfire.

In the last three years, Norrøna, Helly Hansen, Bergans and Haglöfs have all decided to pull out of their centralized relationship with Gresvig, often in favor of more business with XXL. Some of them referred to more judicious terms and conditions offered by XXL, as well as the opportunities offered by the retailer’s entry into Sweden.

Walker, Aktivreisende aber auch alle, die einen sportlich eleganten Tagesschuh suchen, werden vom Tessin IDENTITY und Linosa IDENTITY begeistert sein.

Der Schaft besteht aus einem weichen Anilinleder mit wenigen Nähten. Das funktionelle GORE-TEX®-Futter hält die Füße auf Reisen trocken. Die klebegezwickte Machart ermöglicht eine enorm große Formstabilität. Das herausnehmbare Fußbett aus vegetabil gegerbtem Leder ist anatomisch geformt und sorgt so für die Meindl typische, perfekte Passform. Der sichere Auftritt wird durch die neue Walkingsohle von Vibram erreicht. Die neu konstruierte Sohle ist sehr griffig und durch verschiedene Aussparungen extrem leicht.

IDENTITY – LEDER MIT HERKUNFTSNACHWEIS Meindl hat schon viele Innovationen im Schuhbereich auf den Weg gebracht – die neueste trägt den Namen IDENTITY. Bei diesen Modellen gibt das Unternehmen einen detaillierten Herkunftsnachweis auf das verwendete Oberleder. Damit schafft Meindl eine lückenlose Transparenz – angefangen auf der Almwiese, über die Gerberei, die das Leder in Deutschland umweltschonend gerbt, bis hin zur Produktion der Schuhe.

Schon beim Gerben wird das Leder mit einer Identifikationsnummer versehen. Jede Lederhaut wird dabei gesondert von Hand geprägt.

Diese IDENTITY-Nummer ist später auch im Schuh verewigt und zwar im Innenteil der Manschette. Damit können die Kunden die Vita ihres Schuhoberleders auf der Seite www.identity-leder.de nachverfolgen.

Linosa Lady Identity Tessin Lady Identity

Hier erfahren Sie mehr über Identity.

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Tessin Identity

OUTDOOR | HALLE A6 | STAND 400

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Linosa Identity

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Das Insider-Magazin mit Q 1HZV Ĺ&#x2014; )DNWHQ Ĺ&#x2014; +LQWHUJUÂźQGH Auf der OutDoor 2012.

Besuchen

k LVWRNSKRWR FRP SLDOKRYLN

Sie uns am Stand Â&#x153;O 100.

Die Titel der Brinkmann Henrich Medien Gruppe www.bhmg.de

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ŠFredrik Schenholm | www.visitnorway.com

Norwegians enjoy a wide array of outdoor activities, from hiking to hunting, back-country skiing, Nordic skating and canoeing, here in the Geirangerfjord.

â&#x20AC;&#x153;We have the same suppliers as when we started and some others have decided to do business with us, so we must be doing something right for them,â&#x20AC;? said Fredrik Steenbuch, the companyâ&#x20AC;&#x2122;s chief executive.

The vast outdoor section at XXL makes up about 20% of the retailerâ&#x20AC;&#x2122;s sales, including fishing and hunting gear.

â&#x20AC;&#x153;For ADIDAS, Gore is not just a superior supplier, but a great partner for innovation and future leadership.â&#x20AC;&#x153;

markets : denmark

Rolf Reinschmidt Senior Vice President ADIDAS Global Outdoor.

ADIDAS believes that the TERREX concept with GORE-TEXÂŽ footwear technology is the perfect answer for light and fast consumer needs.

Š 2011-2012 W. L. Gore & Associates GmbH. GORE-TEX, GUARANTEED TO KEEP YOU DRY, GORE and designs are trademarks of W. L. Gore & Associates

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Even in the summer, it gets nippy in the Norwegian mountains.

This makes it the largest category of products at XXL, with about half of the sales generated by apparel.

The mention of hunting is far from anecdotal: the largest XXL stores contain several aisles filled with hunting products, including vast displays of rifles. This is in line with the practice of outdoor activities in Norway, where hunting is very much a part of outdoor life.

This pitched battle between the sports retailers leaves only little space for specialist stores. The leading player is Platou Sport, which reaped sales of about 100 million Nok including VAT with six stores in 2011.

Another is Skandinavisk Høyfjellsutstyr, a group of six independent stores, all members of the Sport 1 buying group. Others are scattered around the country, and sometimes selling outdoor products amid all sor-

ts of equipment required in isolated places.

Undeniably, it remains arduous to find the right way into the Norwegian outdoor market. While consumers continue to prefer Scandinavian brands, the retail situation is becoming tense, business is also complicated by the fact that Norway remains firmly outside of the European Union â&#x20AC;&#x201C; and this is not about to change, the rate of Norwegians opposing their countryâ&#x20AC;&#x2122;s entry has risen to more than 70% in the last years.

Yet none of this has prevented hard-working specialist brands from finding their way to consumers and reaping handsome margins at that. A train station on a Saturday morning might just be the right place to grasp that Norway is probably the most under-estimated outdoor market in Europe.

â&#x20AC;&#x153;T m co m tra su fo ye

A detailed market research report about the Norwegian outdoor market is available for your perusal at the stand of the Outdoor Industry Compass and SGI Europe in Foyer West.

Gal fou

Barbara Smit Stormberg? Yes, this is one of the many Norwegian outdoor brands youâ&#x20AC;&#x2122;ve never heard about, with sales of about 250 million Nok.

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Rifles on display

Š CH | www.visitnorway.com

Š 2011-2

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Au Vieux Campeurâ&#x20AC;&#x2122;s atypical rise to French market leadership:

A Gallic village built to resist You can spot them from afar all around the Latin Quarter in Paris- people hurriedly walking away clutching a large green plastic bag.

They have just been shopping at one of the myriad stores opened by Au Vieux Campeur around the area as it struggled to cope with an everexpanding assortment.

The French outdoor retailerâ&#x20AC;&#x2122;s sign, a drawing of a hiker with a long white beard who strides ahead with a walking stick and rucksack, has become a rallying point for urbanites who want outdoor equipment. At Au Vieux Campeur, which prides itself on selling hundreds of thousands of products at â&#x20AC;&#x153;honestâ&#x20AC;? prices, they are almost certain to find whatever they are looking for. â&#x20AC;&#x153;We are the only ones to have such a wide choice in France and probably in Europe.

Itâ&#x20AC;&#x2122;s absolutely huge and in fact unrealistic in terms of management, which makes us think that nobody could ever replicate what we do,â&#x20AC;? says Aymeric de Rorthays, one of the groupâ&#x20AC;&#x2122;s general managers. â&#x20AC;&#x153;The invest-

â&#x20AC;&#x153;The GORE-TEXÂŽ membrane has been complementing our manufacturing tradition and most successful models for more than thirty years now.â&#x20AC;?

Pioneering moves After an opening in Grenoble almost two years ago Au Vieux Campeur has stores in nine French towns, all of them in urban centres. In seven of these towns the retailer has just one store, but it formed entire â&#x20AC;&#x153;villagesâ&#x20AC;? with nearly 40 stores in Paris and Lyon. Some of the outlets are tiny stores of less than 50 square meters, while others cover up to 2,400 square meters.

AKUâ&#x20AC;&#x2122;s Galliano Bordin believes in the companyâ&#x20AC;&#x2122;s partnership with Gore. SLOPE GTXÂŽ, one of the best selling products on the Italian trekking market, equipped with the GORE-TEXÂŽ membrane, has always been regarded as an icon of style, lightness and breathability.

00 markets : denmark

Galliano Bordin, founder of AKU.

ment would be far too heavy. It only works for us because we have built up a large base and our suppliers make it possible for us to operate in this way.â&#x20AC;?

Š 2011-2012 W. L. Gore & Associates GmbH. GORE-TEX, GUARANTEED TO KEEP YOU DRY, GORE and designs are trademarks of W. L. Gore & Associates

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Au Vieux Campeur reached a turnover of almost exactly â&#x201A;Ź150 million including VAT for the fiscal year until the end of September 2011, which was an increase of about 18% compared to the previous year. It was aided by the opening in Grenoble, but still lifted its comparable sales by about 13% for the year.

The easily recognizable banner was established in 1941 by Roger de Rorthays, Aymericâ&#x20AC;&#x2122;s grandfather. A former boy scout he started out by setting up a camping section at La Samaritaine department store in Paris in 1936, just after French employees obtained rights to paid holidays. Five years later Roger opened his own store on just 23 square meters in the Rue des Ecoles in the Latin Quarter, which is still the anchor of the 29 specialised Au Vieux Campeur stores in the area.

Over the years, the founder and his son, Jacques-Yves de Rorthays, have expanded cautiously and stuck to a few principles that have made Au Vieux Campeur such an emblematic outdoor retailer in France, and is still entirely owned by the family. One of the few things that have changed is that the pipe in the hikerâ&#x20AC;&#x2122;s mouth was replaced with a flower. Otherwise, the concept is still firmly based on urban stores with fair prices, knowledgeable staff and an unparalleled assortment, without any private labels.

Au Vieux Campeur also prides itself on several pioneering moves: it was the first European retailer to import The North Face, in

1978, and it continues to introduce brands that are little-known in the French market, like Norrøna and Rab. It was also the first in France, in 1963, to promise that if customers found cheaper prices elsewhere, Au Vieux Campeur would reimburse the differential. This was later adjusted to exclude prices found on the internet.

An accountantâ&#x20AC;&#x2122;s nightmare The spread of online sales has been an issue for Au Vieux Campeur, since the internet offers an even wider range of products than any of its stores. The retailer has harsh words for online rivals who disrupt the market with â&#x20AC;&#x153;unrealisticâ&#x20AC;? prices and for many years it was reluctant to open its own online store, but finally did so last year, with mixed results. â&#x20AC;&#x153;The approach of this company is the opposite of DĂŠcathlon. In fact itâ&#x20AC;&#x2122;s unlike any other retailer. The owner is an unusual manager who developed the banner by himself and he was able to surround himself with equally unusual people,â&#x20AC;? said JoĂŤl Rongier, who heads the stores in Paris, altogether covering about 5,000 square meters.

Au Vieux Campeur has about 800 suppliers who deal with 2,000 brands and it has nearly 1 million distinct products on offer (including the publishing section, which fills two stores in Paris and contains anything from detailed maps of Ulan Bator to special Scottish Army mountain guides).

This offering still focuses on outdoor products, but Au Vieux Campeur has also diversified into other activities that are practiced in nature, such as diving, skiing and surfing. â&#x20AC;&#x153;Our business model would scare anybody who takes a look at our accounts,â&#x20AC;? said De Rorthays. â&#x20AC;&#x153;But it works, because we have established long-term relationships with our suppliers, who are very reactive with us. In fact, we donâ&#x20AC;&#x2122;t really pre-order any merchandise, we just continuously hold discussions and make arrangements with our suppliers. They know that they canâ&#x20AC;&#x2122;t work with us if they are unable to be reactiveâ&#x20AC;?.

In other words, the suppliers tolerate the chaos because shelf space at Au Vieux Campeur is worth the effort. About 150 of the retailerâ&#x20AC;&#x2122;s suppliers make up half of its sales, but none of them accounts for more than 3% of its turnover. The other way around, Au Vieux Campeur is a make-orbreak account for several specialist brands.

As De Rorthays explains, the retailerâ&#x20AC;&#x2122;s share â&#x20AC;&#x153;may be peanuts in the sports market, but massive for outdoor tents, and even more so for ice axesâ&#x20AC;?.

Dear friends The catalogues produced by the retailer give another indication of the size of the offering: Au Vieux Campeur puts out four heavy catalogues, focusing on hiking, water sports, garments and childrenâ&#x20AC;&#x2122;s products.

right: Forget the spectacular displays favoured by the likes of Globetrotter: The store furnishings at Au Vieux Campeur are often functional, aimed at displaying as many sizes and models as possible. Still, Au Vieux Campeur was the first retailer in France to build a climbing wall inside one of its stores and their wooden furnishings give them a warm and authentic touch.

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left: The climbing section at Au Vieux Campeurâ&#x20AC;&#x2122;s store in Grenoble, opened in October 2010. â&#x20AC;&#x153;In a way, the store consists of several little stores in a single space, all very specialised and with a wide assortment of their own,â&#x20AC;? said Bertrand Courbiere, the storeâ&#x20AC;&#x2122;s manager.

Š 2011-2

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Some customers, addressed in the catalogue as â&#x20AC;&#x153;Amis clientsâ&#x20AC;? (customer friends), head out to the stores just for the purpose of picking them up.

Regarded almost as a guide to the novelties in the outdoor market, Au Vieux Campeurâ&#x20AC;&#x2122;s catalogues run to hundreds of pages, including advertising: having an ad in the catalogue, which costs several thousand euros per page, is almost an obligatory investment for companies that want to make a mark in the French outdoor market. They are printed at about 100,000 copies but read by many more people.

To deal with all these products, Au Vieux Campeur likes to hire people who avidly practice outdoor sports and know their stuff. They are regularly sent out on product tests, sometimes for several days.

Never mind if they regularly forget hellos and goodbyes: â&#x20AC;&#x153;Our store employees are sometimes a little rough around the edges, but they are technicians and they are passionate people who will advise you properly,â&#x20AC;? said JoĂŤl Rongier. The approach is clearly appreciated by consumers, who like to

The original Au Vieux Campeur store at 48, Rue des Ecoles in Paris. The retailerâ&#x20AC;&#x2122;s assortment is scattered between 29 stores, opened one by one in the last years in neighbouring streets of the Latin Quarter. Staff spend a good deal of their time giving directions: â&#x20AC;&#x153;Shoes? Second to the left, first to the right. Backpacks? Across the street and first leftâ&#x20AC;?.

Even Jacques-Yves de Rorthays said he regularly stood on the pavement on Saturday afternoon, ready to help puzzled customers to find their way to the right store.

return to the stores: Au Vieux Campeur said that traffic at its stores had not diminished in spite of the rise of the internet and its own online store. And it also characterizes

a family company that has sought to avoid the influence of bankers or any outside shareholders, preferring to do things in its very own way.

Barbara Smit

â&#x20AC;&#x153;Engineering our MILLET Alpine & Trekking boots to GOREâ&#x20AC;&#x2122;s high quality standards enables us to launch high end innovative equipmentâ&#x20AC;&#x153; MILLET is the official supplier to the Chamonix Guidesâ&#x20AC;&#x2122; Company whose guides are MILLET Technical advisors and test MILLETâ&#x20AC;&#x2122;s equipment in real life condition.

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FrĂŠdĂŠric DUCRUET, MILLETâ&#x20AC;&#x2DC;s General Manager

Š 2011-2012 W. L. Gore & Associates GmbH. GORE-TEX, GUARANTEED TO KEEP YOU DRY, GORE and designs are trademarks of W. L. Gore & Associates

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OutDoor INDUSTRY AWARD 2012 Der OutDoor INDUSTRY AWARD 2012 ist seit sieben Jahren ein fester Bestandteil der internationalen OutDoor Messe in Friedrichshafen.

The OutDoor INDUSTRY AWARD has been a fixture at the OutDoor show Friedrichshafen for the last seven years.

Der von der renommierten Designorganisation iF International Forum Design organisierte Wettbewerb zeichnet Innovationen, gute Gestaltung und neue Trends im Outdoor-Bereich aus.

Organized by the renowned design organization iF International Forum Design this competition is dedicated to promoting high-quality design, innovations and new trends in the outdoor sector.

Unter den 322 Einreichungen aus 25 Ländern wurden 48 Produkte prämiert. Für besonders gelungene Produkte vergab die Jury 10 GOLD awards.

48 products were selected as winners of 322 entries submitted from 25 different countries.

10 products of these were specially awarded with GOLD for exceptional design.

Kategorien: 01. Bekleidung/Helme/Schuhe 02. Rucksäcke/Reisegepäck 03. Bergsportausrüstung 04. Campingausrüstung 05. Schlafsäcke 06. Zubehör 07. Produkte mit hoher ökologischer und nachhaltiger Wertigkeit 08. Material Innovationen

Categories: 01. Apparel/Helmet/Shoes 02. Backpacks/Travel luggage 03. Mountain-climbing equipment 04. Camping equipment 05. Sleeping bags 06. Accessories 07. Products of high ecological and sustainable value 08. Material innovations

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CONGRATULATIONS Wir gratulieren den Preisträgern Q Congratulations to all award winners: adidas AG, Germany Q Aicad Design Team, Italy Q Arc‘teryx Equipment Inc., Canada Q BACH Equipment GmbH, Switzerland Q Bergans Fritid AS, Norway Q Berghaus, United Kingdom Q Black Diamond Equipment AG, Switzerland Q Black Diamond Equipment AG, United States of America Q Boreas Gear, Inc., United States of America Q Cascade Designs, United States of America Q Coffeebrewer Nordic A/S, Denmark Q Deckers Outdoor Corporation, United States of America Q Discovery Sports, SA Q Berg Outdoor, Portugal Q EDELRID, Germany Q Exped AG, Switzerland Q Haglöfs Scandinavia AB, Sweden Q HANWAG GmbH, Germany Q Jack Wolfskin GmbH & Co. KGaA-Research and Research and Development Apparel, Germany Q Klättermusen Ab, Sweden Q Mammut Sports Group AG, Switzerland Q michelestinco_pd applied specific design, Austria Q MILLET SAS, France Q Montbell Co., Ltd., Japan Q OberAlp AG Spa SALEWA, Italy Q ODLO International AG, Switzerland Q Outdoor Research, United States of America Q P2i, United Kingdom Q PEARL iZUMi GmbH, Germany Q Petzl, France Q polychromeLAB.gmbh, Austria Q SALOMON SAS, France Q Schoeller Textil AG, Switzerland Q Sea to Summit, Australia Q SmartWool, United States of America Q SOTO/Shinfuji Burner, Japan Q Tatonka GmbH, Germany Q The North Face, Switzerland Q Toray International Europe GmbH, Germany Q TransBACH Ltd., Ireland Q Trekmates, United Kingdom Q Triple2 Sportswear GmbH, Germany Q WOOJIN PLASTIC, South Korea Q Yeti GmbH, Germany

The jury Boris Gnielka Outdoor Magazin, Motor Presse Stuttgart, Stuttgart, Germany Mark Held European Outdoor Group, Zug, Switzerland Nora Kühner fashion design consulting, IDEAS Active Sports Design Network Munich, Germany Monica Viganò Outdoor Magazine, Meda (MB), Italy Alessandra Soresina photography, writing, wildlife biology, Milan, Italy Remo Nanzer Transa Backpacking AG, Bern, Switzerland

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Get prepared for Eurobike’s 21st edition:

Bikes make a big splash at Lake Constance Higher and higher: Messe Friedrichshafen, the organizer of the Eurobike show, expects not less than 40,000 trade visitors for this year’s event at Lake Constance t be held at the end of August.

Once again, everything to do with cycling from around the world will be at the Eurobike 2012, smart handmade bikes, racing bikes that are as light as a feather, robust mountain bikes and electrically powered bikes. The entire spectrum of leading brands will be on hand.

Watching is good, testing is better On Tuesday August 28th visitors will once more be able to take a special peek at the newest innovations in the cycling industry, one day before the official start of the fair. More than 100 international exhibitors will be participating in the sixth Demo day which will be held in the community of Ratzenried/Argebühl and where their newest products will be available for industry visitors to try out themselves.

The latest bike fashion will be on the catwalk for the daily fashion show in the East Foyer. The entire e-bike market, with all of the leading brands, will be on display on the exhibition grounds. E-bikes, pedelecs, and LEV accessories as well as an extensive test track in the East Open Air Grounds, on the Messestrasse and in the Zeppelin hall are available for use by bikes with electric drives.

The Eurobike Award, which is given out by Messe Friedrichshafen and organized by iF Design, will be presented for the eighth time and the special Eurobike Green

Award for the fifth time. The winners of these awards will be announced at a ceremony on Wednesday August 29th, at the fashion show stage in the East Foyer. All of the winning products will be presented at the Eurobike.

Tourism keeps the business going The eleventh edition of Travel Talk, with its exciting conferences and workshops on the newest trends and innovations in bicycle tourism, will make its appearance on Friday August 31st 2012. The bicycle travel market “holiday on bike,” which will be held on the public day, is open to everyone who would like to spend their vacation on two wheels. 70 international exhibitors will be on hand to present everything that a vacation on the seat of a bike has to offer. The “King of Dirt Jump” contest for mountain bikes and BMX will start on the bike course in the West Open Air Grounds and on Thursday at 6 p.m. the bike artists will risk the “Lake Jump” on a ramp on the trade fair lake. The legendary Eurobike party kicks off on Friday August 31st 2012, after business comes to close for the day.

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trade shows : eurobike

The international cycling industry will meet at the exhibition grounds for the 21st international cycling trade fair from August 29th to September 1st 2012. Approx.

1,200 exhibitors from all over the world will be there, with 40,000 visitors from over 100 countries expected to attend. Countless innovations and premieres are in store.

“As the world’s largest trade fair for premieres and orders, we offer the best platform at which the entire spectrum of the cycling industry is present,” said Messe Friedrichshafen CEO Klaus Wellmann and Eurobike project leader Stefan Reisinger.

The international cycling trade fair doesn’t just cover the entire selection of sport and city bikes, e-bikes will once again make their big appearance in Friedrichshafen and visitors will be able to take them out for a spin.

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Chinese business will soon meet at the Asia Outdoor in Nanjing:

Welcome to the realm of unlimited opportunities The trade show’s supporting program has also been expanded offering panel discussions, fashion shows, climbing competitions, training for retailers and sales staff at the Mountain Village and even slacklining events. A new feature this year will be the artificial, but highly realistic, “ice climbing wall”.

What is the signature of China? The Forbidden City? The Great Wall? No, it is an amazing crowd of people in a small place. It’s the same everywhere, including the Asia Outdoor and Asia Bike shows to be held in Nanjing at the end of July.

The seventh Asia Outdoor will open its doors on July 26th 2012, with 540 exhibitors expected on an exhibition area of 48,000 square meters (compared to last year’s 452 exhibitors on 42,000 square meters). Asia Outdoor will take place in conjunction with Asia Bike for the second time running, where 230 bicycle exhibitors will occupy 24,000 square meters.

This double trade show benefits visitors by letting them use one ticket to see both exhibitions. The organizers expect a new record of some 40,000 visitors (compared to last year’s 31,137).

“With these developments, we are well on our way to becoming Number Three amongst the outdoor trade shows worldwide,” according to trade show chairman Knut Jaeger during a recent meeting with Nanjing’s mayor. With eight million inhabitants Nanjing is the capital of Jiangsu province, China’s second-largest exporting province after Guangdong. To provide enough space for Asia Outdoor in the future, Nanjing’s city government has decided to build three new exhibition halls by 2014.

Asia Outdoor has become the industry’s largest gathering in the People’s Republic and a “must go” even for outdoor dealers from the country’s most distant provinces. It is so successful that increasing numbers of exhibitors and visitors from Europe and the U.S. are finding their way to Nanjing in late July. “Whoever wants to sell in China also needs to make an appearance here,” says Klaus Wellmann, CEO of Messe Friedrichshafen.

The 2012 Asia Outdoor also has interesting new international participants to announce. First-timers include companies like Beal, Boreal, Black Diamond, Climbing Technology, Dolomite, Edelweiss, Mountain Smith, Sigg, Outdoor Research, Trangia, Vasque and Zeiss.

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Over the past ten years the Chinese outdoor market has been accustomed to very positive statistics.

“Average growth of 20 to 25 percent seems almost normal,” Jaeger says. The compelling question under discussion in China: When will the market cool down after the boom years, as already seen in the sports market? This is why the 2011/12 market research results are highly anticipated. The figures will be presented for the first time on the third exhibition day of the leading trade show OutDoor in Friedrichshafen, July 14th 2012 at 2 p.m., in the Switzerland conference room. As a joint effort carried out by Nanjing University and a team of experts, in co-operation with the show’s organizer German Messe Ltd. Beijing of which Messe Friedrichshafen is a shareholder, this study presents data on consumer behavior in China’s outdoor market for the first time. The forum will be combined with conferences on “Product and Trademark Legislation in China” as well as “Founding a Company in China” and “Registering a Company in China”, which will be presented by Willie Liu, a Shanghai lawyer specializing in trademark law and company registrations.

The seventh Asia Outdoor takes place from July 26 to 29, 2012.

Big business in the smog: The Nanjing venue seen from outside in the entrance area.

31 trade shows : asia outdoor

New statistics on the Chinese outdoor market

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Meindl Minnesota Lady GTX

Minnesota GTX

Arvada GTX

Arvada Lady GTX

Florida Lady GTX

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products

Florida GTX

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Air Revolution 2.3 Lady

Air Revolution 2.3

Vakuum Men 3.0 GTX

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Vakuum Lady 2.0 GTX

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Deuter Bluesign Standard: Deuter steps into the future – are you joining?

Our products are made for the outdoors, for mountains and trails. Nature is our inspiration and our home and we feel that our responsibility lies in preserving it for future generations to come. One of our main focuses is the longevity of our products. In the end the most environmentally friendly step one can take is to produce items that last. In the past few years we have worked hard on making the entire product cycle, from the first sketch down to delivery, as eco-friendly and resource-efficient as possible.

Yet, we are still very much aware of the fact that this is a long road that has many winding paths, we do however believe that it is worth it and that this is the right way towards the future.

There are many difficult passages along the way and we haven’t picked the easiest one: We refuse to compromise when it comes to function, quality and longevity in our products and not only because the safety of the user can depend on the gear. The functional criteria determines our choice of material which in turn strongly limits the potential range. Our backpacks and accessories are produced in Vietnam by our partner Duke, the company is certified with the environmental management standard ISO 14001. We are particularly proud of the fact that Duke was the first Asian backpack producer to become a Bluesign system partner in February 2011. Our sleeping bag manufacturer in China fulfilled its Bluesign standard screening in April 2012. All of our production partners are therefore working according to the Bluesign standard. We are now supporting them in convincing their suppliers to join us which is yet again another step towards pushing eco awareness within the entire supply chain. There are however still many challenges that lie ahead of us.

The Bluesign standard is the world’s strictest standard for environmental protection, safety at work and consumer protection. Compared to other eco labels, the Bluesign standard does not only test the final product on substances that are potentially hazardous to the human health or the environment – Bluesign instead tests every single component of the product. The idea behind this concept is simple: certainty can only be delivered, when all stages – from raw material to final product – are assessed.

After all, what you get out depends on what you put in.

Thus, Bluesign looks into all levels of the production process to improve resource efficiency. This includes an assessment of the use of raw material, energy and water as well as additives, chemicals and consumption and also the assessment of work safety. The foundation is the Bluesign on-site screening, where the production facility is analysed by independent experts. The producer can only become a Bluesign system partner by successfully implementing the Bluesign recommendations.

The Bluesign standard therefore ensures environmental and consumer protection directly on site, not at the end of the production in the test institutes. This further means that environmental and consumer safety is not only guaranteed for a single product, but for all products from this fabrication.

The Bluesign standard has two different levels of labelling. “Bluesign approved fabric” means that 90% of the textile fabric must be Bluesign approved fabric. The remaining 10% must not have permanent direct skin contact. Additionally, they must meet the criteria and limits of the Bluesign restricted substance list.

The label “Bluesign product” includes all components: 95% of the textile fabric must be Bluesign approved and at the moment additionally, no less than 30% of all trimmings such as zippers, buttons, embroidery, have to be Bluesign approved. The remaining 5% must not have permanent direct skin contact. They must alsol meet the criteria and limits of the BSSL restricted substance list.

This is a challenging journey for us because it is of course less complex to produce a T-Shirt made of 100% cotton and a simple print according to the Bluesign standard compared to a backpack that is made out of 220 single pieces. We believe an obvious choice for our next step should be two products especially for children: our Dreamland sleeping bag is a “Bluesign product”, whilst the new backpack Kikki is made out of “Bluesign approved fabric”. We are eager to hear what you think about our steps towards the future and whether you would like to join us on our journey.

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What is the Bluesign Standard?

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Kikki A bird of paradise! Kikki truly is a fun companion for the little ones in kindergarten, on hikes or trips to the lake. The exotic bird is as mindful as it is cheerful! It is made of eco-friendly fabric according to the strict Bluesign standards for “Bluesign approved fabric” label. We assess and optimize our entire production chain with the help of bluesign, the world’s strictest standard for environmental protection, work safety and consumer protection.

Details: spacious main compartment; reflective detail at the front and sides; two external Velcro pockets; loop for attaching trophies; chest strap; name label on the inside.

Cosy comfort for dreaming of the future! This sleeping bag is perfect for junior adventurers. Dreamland is made of eco-friendly fabric according to the strict Bluesign standards for “Bluesign product”: the materials and stages of production have to fulfil the world’s strictest standard for environmental protection, work safety and consumer protection. Dreamland is therefore a double investment in the future: the sleeping bag grows with the child and the foot section can be expanded 30 cm by way of a zipped extension. It offers an additional layer of insulation for those sensitive small feet when closed. The head is protected by an ergonomically shaped hood and the sleeping bag can be easily turned into a blanket by opening the all-round zip.

Designed for children aged six and above. Details: contoured hood; childfriendly 2-way zip; pack sack.

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35 products

Dreamland

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adidas

W Terrex Fast R: for fast women in the mountains

Following the successful launch of the prize-winning Light Hikers, adidas has developed the entire Terrex Fast R collection for women for 2013. That‘s because women who like to move at high speed in the mountains need a very light boot that guarantees stability and reliability. The Traxion sole with its Continental rubber compound generates excellent grip even at the highest speeds on dry surfaces and especially on wet ground. Additional control is guaranteed by the Formotion unit in the heel. Two overlapping plates slide forward, back and to the side depending on ground conditions and the angle of contact. This reduces heel-to-toe velocity on fast descents, equalizes bumps and reduces stress on the joints. The new Speed Lacing System is used to secure the boot and doesn‘t budge even under severe pressure on descents.

Terrex WS Fast Jacket For the Terrex WS Fast Jacket, adidas uses an exclusive, lightweight and yet robust quality of new Windstopper material. The breathable jacket is ideal for all alpine activities where 100% wind protection is needed. A minimalist-designed ultra-light hood can be unrolled from the collar for emergency protection against wind and rain.

Oase Outdoors

Zelos

This brand new ultralight tent from the Robens Xtra Lite range sleeps three people, yet still weighs not much more than most two-person tents. With two porches, two doors and decent headroom inside, there’s plenty of space for three, who will still be able to cook under cover in bad weather. Two domed hoods in the roof maximize ventilation options and are zipped, operating from either inside or outside the tent for convenience. It pitches flysheet first or as one, with three DAC Featherlite NSL poles, Clamcleat sliders on the guylines and the Storm Guard system, and is incredibly stable, making it versatile for use in most weather conditions.

Biscayne 6 The Biscayne 6 from the Outwell Superior Collection enjoys all the versatility and stability that result from the use of the stunning new freestanding frame created by the Outwell Hybrid Hoop System. While this has enabled the development of the new Outwell Integrated zipping on optional pods that is really set to improve camping life. The tent is made from our own embossed Outtex 6000 in Estate Blue and features large tinted windows. The Outwell Wind Stabilizer System ensures the Biscayne withstand winds speeds of up to storm Force 10 on the Beaufort wind scale.

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products

Vent System it is the amazing ability to customise the tent by

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Hanwag Axeon GTX Technical and robust – the Bavarian mountaineering boot specialist’s new Axeon GTX was built according to the Swiss mountain guides’ demands: simple and sturdy, but yet highly suitable for the permanent use of automatic crampons or technical climbs, thanks to a rather low tip rocker. The waterproof, breathable Gore-Tex lining, the warm insulation and the Vibram Dolomit sole unit make it particularly suitable for high alpine climbs. 100 % Made in Germany.

Badile Combi GTX Inspired by the ultra light Badile GTX, Hanwag has developed a stiffer version which can be used with hybrid crampons. It weighs only 530 grams (size 7.5) and is probably one of the lightest crampon compatible boots on the market. It is especially suitable for alpine rock climbs or via ferratas that may include short icy sections. The special climbing last delivers high precision on small footholds, while the Gore-Tex membrane keeps the feet dry and comfortable.

Ancash GTX The new trekking boot Ancash GTX was inspired by the classic Alaska GTX but it is constructed more firmly and comes in a higher cut: The new model delivers high stability and very long durability. The Bavarian boot manufacturer has developed its boot for very tough trekking tours, even when carrying a really heavy backpack. The Ancash GTX comes in two versions: either equipped with soft leather lining or with a waterproof Gore-Tex-membrane.

Cengalo GTX Hanwag’s Cengalo GTX has been consequently developed for challentreks in alpine terrain. Thanks to the reinforced heel welt hybrid crampons are tightly fixed. The alpine allrounder is precise while ascending due to its slender climbing last. Yet, the two-zone lacing also guarantees high comfort in less technical terrain.

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ging alpine rock climbs which may well include ice sections or difficult

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Teva

Teva developed the TevaSphere collection designed to meet the performance needs of the outdoor athlete. With a first-of-its-kind spherical heel and pod-arch system, the TevaSphere technology delivers a more natural point of impact, efficient transition and superior stability on varied terrain. Teva spent more than four years developing the TevaSphere technology that solves a real problem for outdoor athletes who face a diverse range of terrain and obstacles in their outdoor pursuits.

The brand’s product and design team collaborated with the leading sports science and human performance institute P3 (Peak Performance Project) to create the first outdoor cross-trainer offering a spherical heel and pod-based arch support system. P3 proved through extensive testing that the spherical heel lowers the user’s point of contact with terrain for a more natural point of impact and more efficient transition. The pod-arch system provides specific point-of-contact support only where needed, offering phenomenal stability without restricting freedom of movement or adding unnecessary weight to the shoe. The TevaSphere design stands in stark contrast to bulkier, squared-off heels and overcushioned insoles of other athletic shoes. It also addresses the poor support found in “minimalist” footwear that encourages consumers to change their stride to adapt.

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products

TevaSphere

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Marmot Nabu Jacket & Women’s Nabu Jacket The Nabu Jacket utilizes Polartec’s innovative NeoShell Technology.

The fabric is waterproof, wind resistant and exceptionally breathable and the seams of the jacket are fully taped. With its efficient Polartec Power Dry High Efficiency technology, the Nabu shifts moisture rapidly to create an optimized internal wear climate. It combines the weather protection credentials of a hard shell with the outstanding moisture regulating performance of a soft shell.

Interfuse Jacket With the innovative new MemBrain FusionDri Technology, the Interfuse Jacket is one of the highlight products in Marmot’s range of technical active shells.

The hard wearing 70 denier face fabric is waterproof, while the 15 denier Ultra Lightweight Wicking Backer sets new benchmark standards in terms of weather protection, breathability and wear comfort. The Interfuse Jacket delivers optimized protection and maximum wear comfort for all types of aerobic activity.

Micro G Jacket The brand new Micro G Jacket revolutionizes the shell concept.

The innovative new triple layer MemBrain FusionDri Technology fabric is waterproof and its Ultra Lightweight Wicking Backer sets new benchmark standards in terms of weather protection, breathability and wear climate regulation. With its sophisticated features, like the integrated air vents and the seamless shoulder construction, this lightweight jacket delivers fine-tuned functionality for high-output outdoor activities.

The new Nanowick Jacket is an ultra-lightweight technical jacket that tips the scales at just 130 g and is the ideal outer layer for all fast & light outdoor activities. The high performance DriMesh fabric delivers rapid moisture transmission at the key areas and thus extremely good wear comfort. The collar features a drawcord for individual size adjustment. The Nanowick Jacket is available in a women’s and men’s version.

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39 products

Nanowick Jacket & Women’s Nanowick Jacket

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Mammut Heron Light The Mammut Heron Light is amazingly light, weighing just 2,160 g when empty, with a volume of 60+15 liters (2,240 g for 70+15 liters). It is equipped with all the features you would expect from a backpack of this standard. The stable hip belt ensures outstanding load transfer, while its swiveling design allows the wearer great freedom of movement.

The pre-shaped back section and an adjustment system offering four different settings to suit the length of the wearer‘s back ensure a perfect fit for this backpack.

Segnas Jacket Men The Gore-Tex Active material not only ensures that the Segnas Jacket is extremely breathable as well as resistant to wind and water, it is also makes it exceptionally comfortable to wear.

Weighing just 314 grams, it is one of the lightest alpine jackets on the market. The functionality meets the same high standards, with a range of practical features including hidden pockets with ventilation option, a drawstring that can be adjusted with one hand and preshaped sleeves with Velcro closures. The jacket is also available in the “Silvretta” women’s version with the same features and a feminine cut.

Eiswand GTX Weighing in at just 1,688 g, the Eiswand GTX is a real featherweight, while still offering all the functionality of a real alpine touring boot. The Easy Entry system with two large straps allows you to put the boots on very quickly and easily. The asymmetric 3-zone lacing and the patented Base Fit concept ensure first-class grip in any situation and for any shape of foot. The foot is protected and stabilized from the bottom by the carbon inside which is patented. Despite its very low weight, it is extremely rigid, making the boot ideal for use with crampons.

10.0 Sensor

products

The 10.0 Sensor is the first climbing rope to feature markers that can be both seen and felt by touch. The BiCo Sense technology of the Mammut 10.0 Sensor now makes use of our sense of touch as well to provide this overview. As well as visual differentiation through different colored yarn in the middle and end of the rope, a thicker yarn is also used in these areas to allow climbers to identify them by touch.

The 10.0 Sensor is also equipped with the superDRY finish, giving the rope long-

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MTR 141 Zip T-Shirt Men The MTR 141 Zip T-Shirt is another highlight from Mammut’s Alpine Performance collection and together with the MTR 201 MicroJacket and ¾ Tights adds the finishing touch to the modern outfit. The functionally structured, medium-weight knitted fabric is ideal for use in high locations, ensuring an ideal body temperature at all times, while the antibacterial Pure treatment helps to prevent unpleasant odors. A range of clever details such as abrasion-resistant flatlock seams, a securable front zip pull and reflective logos make the MTR 141 Zip T-shirt a must-have item for any trail runner.

Massone Pants These comfortable pure cotton pants are distinguished by their excellent fit and unrivalled comfort. The flexible elastic waistband and gusset crotch guarantee maximum freedom of movement. The Massone Pants also feature a chalk bag attachment as well as two front pockets, making them the ideal garment for y o u r next boulder tour.

RescYou The RescYou is an innovative rescue device designed for use in the event of a fall into a crevasse. It can be used to rescue yourself or other climbers. After braking a fall into a crevasse the device is attached to the climbing harness (selfrescue) or to a fixed point (rescue of another person). After this, the two rope clamps are clipped to the rope and the compact six-fold pulley, which connects the two rope clamps, is operated. The RescYou eliminates the need for complicated installations and maneuvers in the event of a crevasse rescue.

Magic GTX Mammut‘s flagship patented Base Fit technology and a selection of highly technical materials, including Dropstop textile, velours leather, rubber reinforcements and a Gore-Tex Performance Comfort Footwear membrane. The technical highlight is the newly developed 3-layer wedge made from Poro, PU and TPU, all of which combine to make the Magic GTX the ideal companion for via ferrata routes and mountain hikes. It is available in both a men‘s and a women‘s version.

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The new lightweight, strap-on crampon compatible Magic GTX is equipped with

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Primus Eta Power After revolutionizing stove technology with the Eta concept (up to 80% efficiency) in 2007, the Swedish brand Primus has now revised one of its pioneering products. The new Eta Power keeps the basic principle of an integrated cooking system with integrated windshield and a pot with a heat exchanger, yet goes one step further: The windshield covering burner and pot is now made of a one-piece aluminium shell. Furthermore, foldable pot supports with two levels for smaller pots and bigger pans are integrated in the shield.

Eta Pots A signature feature of the Primus Eta Pots is the heat exchanger that helps to increase efficiency and thus also reduces fuel consumption – a feature that works with all kind of stoves. In spring 2013, Primus will introduce a revised series of Eta Pots with a wider base, an improved highly scratch-resistant ceramic non-stick coating on the inside and a heat exchanger protected from damages by an additional hard anodized aluminum cover on the outside. The ceramic coating of the new Eta generation (available with 1l, 1.8l and 3l volume) stands out due to its fantastic abrasion resistance when using metal cutlery.

Mio Cyclo

Mio

Bicycle navigation – easy and enjoyable with the new Mio Cyclo Series: the recreational Mio Cyclo 300 and the sportive Mio Cyclo 305 HC. Thanks to preinstalled bicycle routes and road maps you are able to get started right out of the box. Ride surprise: In its unique Surprise Me mode, the Mio Cyclo devices will calculate and suggest three surprising bicycle routes for you, based on the time or distance of your choice. Additional to the Mio Cyclo 300 features, the Mio Cyclo 305 HC comes with an ANT+ sensor, allowing you to connect the included heart rate monitor and cadence/wheel sensor. Easy riding: The Mio Cyclo 300 allows you to navigate easily from point A to B or to follow your own preferred routes.

Edelrid

Edelrid’s innovative EnduroTec technology has made it possible to produce a rope with two different diameters. The different sections have different performance characteristics. Ropes are placed under particular strain in the first seven meters, as they absorb the greatest impact from leader falls when working routes. The first seven meters of the new rope, Snipe, is is 0.2 mm thicker thicker at both ends.. The difference can be both seen and felt. Most of the rope has a lighter, narrower diameter of 9.8 mm to allow it to run more smoothly through the carabiners and belay device.

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Snipe

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Wenger RangerWood 55 RangerWood 55 is 130 mm long and packs 7 useful tools. The ergonomic handles are made from high quality walnut which would otherwise be waste material in other production processes. Among other tools, Wenger RangerWood 55 is equipped with a wood saw, a locking screwdriver and an awl. The blade features an exclusive safety lock which ensures that it will not lock accidently while in use. Exclusively manufactured and made from eco-compatible materials, Wenger RangerWood 55 is as beautiful as it is intelligent.

Jumar Tested under real-life conditions the Jumar by Wenger guarantees speed and mobility regardless of the chosen terrain. The low cut enables utmost mobility and a uniquely agile running experience. During the selection of exterior materials, the focus was centered on breathability and durability. The solution is a combination of suede and mesh. The ergonomically shaped EVA-inner sole absorbs shock and provides a perfect fit. Light, comfortable and high-performance, Jumar is an ideal all-round model.

400ml Pocket Line “Small is beautiful“ as well as “bottle to go“ inspired Wenger to create this new selection of drinking bottles. The 400ml pocket line also features a new closure system. The ComfortTop is opened and closed with a quarter turn and features a cap for additional all-round protection. Thanks to the integrated straw, one can drink directly from the upright bottle. The closure remains sealed with carbonated beverages as well and can quickly be disassembled to accommodate easy cleaning. The bottle (without closure cap) is made of 99.5% aluminum and can be 100% recycled.

The increasing broad-range use of electronic devices, such as smartphones, tablets, GPS and digital cameras during outdoor activities demands a network-independent power supply, especially for extended excursions. The portable solar-power supply TOP 4,5W by Wenger is an ideal solution when out and about. Its loops and belts allow it to be easily attached to a tent, bicycle, backpack or kayak. Thanks to the embedded lithium battery, it can be used as a charger during the night as well.

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Portable Solar-Power Supply TOP 4,5W

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Nordisk

Telemark 2 Telemark is the world’s lightest 2-person tent. With a weight of a mere 880 grams and a pack size of 12 x 35 cm it is extremely light and easy to carry everywhere. Named after a beautiful area in Norway with a wide variety of national parks, picturesque fjells and plenty of trekking possibilities, Telemark 2 is the ultimate solution for trekking with an engineered construction that doesn´t compromise on strength and pays extreme attention to details such as magnet closure on fly, detachable corner poles and linelock guy rope attachment.

Alfheim 12.6 is made of 100% Organic Green Cotton, certified by GOTS Standard and is equipped with a vast amount of sharp details like zip in floor, easy grip sliders and a height adjustable center pole with d-ring for attachment options. Alfheim means „elf home“ as it was the home of the Light Elves in Norse mythology. The reason behind the name is the light interiour secured through the adjustable ventilation cap at the top with internal adjustment ropes for better ventilation – and star-gazing. star-gazing. A transparent mesh roof in the new tailormade sleeping cabins inside the tent make sure Alfheim surely really is a ’lighthouse’, – with a very pleasant inner climate. Alfheim has a ground area of 12.6 m2 and is the first tent in the World made of 100% organic green cotton.

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Alfheim 12.6 Organic Green Cotton

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GORE-TEX Products ®

Trailrunning shoes Can you really cross the Rocky Mountains or the Alps on foot, safely and in comfort? With Gore-Tex trail running shoes you can because they are totally waterproof and highly breathable. Not even unpredictable mountain weather or slushy trails can take the pleasure out of running. Gore’s brand partners include most of the big names in the sports footwear industry, amongst them are Adidas, Asics, Nike, Puma and Brooks. Established trail running experts such as Inov-8, La Sportiva, The North Face and Salomon can be added to these. New partners in 2012 are Dynafit with its Feline Gore-Tex model and Saucony which has included the Progrid 3.0 Xodus GTX style. For 2013 Mammut is launching its Alpine Performance Shoes which has been designed to meet the highest demands and stand out thanks to their low weight, effective protection, sophisticated technology and coordinated design. Example: The Mammut MTR 141 GTX features the extremely comfortable foot mapping technology, stabilizing 360° Heel Support and the patented Base Fit lacing system to ensure safety and grip without pressure points.

Approach shoes Approach shoes are getting more and more popular. One highlight for spring/summer 2013: the Salewa MS Wildfire GTX. Precise fit thanks to the anatomical last and customizable with the new MFF+ foot bed. Ballistic mesh upper reinforced with the unique EXA shell technology for lightness and durability and New Vibram Tech Approach EVO sole, Salewa’s exclusive design for unbeatable climbing and edging on the most technical approach trails. Gore-Tex lining for waterproofness and breathability.

Also new in the approach category: the Lowa Triolet GTX Lo, lightweight, equipped with perfect grip, providing the most precise footing on rock, and featuring forefoot flexibility for great rollthrough. The robust upper is made of 1.6 mm „Climbing“ suede leather combined with Cordura and microfibre, this together with its precision lacing system provide a perfect fit. Large heel and toe bumpers are an extra contribution to activity-specific features. The waterproof Gore-Tex lining provides optimal comfort whilst the Vibram outsole Mulaz offers a large „Climbing Zone“ in the toe area and a medium tread profile with large contact surfaces.

Robust, flexible and multifunctional, children´s boots have to be finished to a high standard in order to withstand their many adventures. The Meindl Solan GTX has a long lacing system down to the toe area and a stopper at the end of the lacing- the boots can therefore be easily laced up by children´s hands. The model has a Gore-Tex lining and is therefore waterproof, making it suitable for every day trips and other adventures, no matter what weather is on offer. The MTH Junior Litegrip sole offers the children lots of grip when they are playing.

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Kids‘ shoes

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Meet the writers Barbara Smit has spent the last two decades reporting European business for publications from the Financial Times to the International Herald Tribune. She started contributing to Sporting Goods Intelligence Europe (SGI Europe) in 2000, as part of her research for Sneaker Wars, the book she authored about the story behind Adidas and Puma.

Markus Huber has been covering the European outdoor market since 1998. He is the editor of this publication as well as of The Outdoor Industry Compass, the pan-European business newsletter published by EDM Publications, the makers of Sporting Goods Intelligence Europe. Markus is also a fellow editor of sportFACHHANDEL, the German-speaking trade publication.

Imprint FRIEDRICHSHAFEN, GERMANY

2012

Publisher Messe Friedrichshafen

JULY 12 – 15

THE OUTDOOR

SHOWCASE PRODUCTS. TRENDS. MARKETS. WWW.OUTDOOR-SHOW.COM

The OutDoor Showcase appears annually at the

Advertisement Brinkmann Henrich Fachmedien GmbH & Co KG Verlagsbüro Süd

Print Dierichs Druck+Media GmbH & Co. KG Frankfurter Straße 168 34121 Kassel

Design Corinna Danninger, Vienna/Austria c.danninger@gmail.com Phone +43 (0) 699 190 819 49 Translation Heidi Onnasch heidiklausner@t-online.de +49 (0) 8261 730935

46 meet the writers

OutDoor show in Friedrichshafen.

Editor Markus Huber Hardtstraße 1 86842 Türkheim markus_outdoor@t-online.de Phone +49 (0) 8245 966984

Ulrich Onnasch (responsible) Landsberger Straße 482 81241 Munich Phone +49 (0) 89 2429265-21

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MULTIFUNKTIONSSCHUHE MIT INNOVATIVER LAUFSOHLE

B3 - 5S0TA0ND HA L LE4 0 0 B3 - STAND

Tatonka GmbH · Robert-Bosch-Straße 3 · D-86453 Dasing · Fax: +49 8205 9602-30

HALLE

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Foto: Robert Bรถsch

Alpine Performance

Discover the alpine Trail.

Visit us at the OutDoor in Friedrichshafen 12 to 15 July 2012, hall 3 / stand 400 www.mammut.ch

MTR 201 Men

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MTR 201 Micro Jacket Men

MTR 141 Zip T-Shirt Men

MTR 201 7L

28.06.12 14:11