In the running world, a fastest known time (FKT) is the ultimate achievement. Setting even one FKT is a remarkable feat. But Merrell is after a next-level claim to fame. By partnering with athletes around the world and tapping into new design innovations, the brand is on a mission to make the the running shoe with the most FKTs. It鈥檚 a serious challenge; some FKTs depend on the smallest logistical and technical details鈥攄own to the weight on the runner鈥檚 feet. We tapped professional trail runner, FKT chaser, and Merrell athlete and Merrell product designer Drew Engel to learn more about setting FKTs and the shoe designed to get it done.

国产吃瓜黑料: What kind of preparation goes into setting an FKT?

Rachel: A lot of research and planning go into prepping for an FKT. has a map with all the FKT routes around the world. You can see existing FKTs, distance, elevation, and even download the GPX. I usually plug the GPX into Strava and create a route for myself so I can analyze it. That way I can see where the climbs and descents are and know the turns before my attempt.聽

Picking out the right equipment is also an important part of planning. Knowing the weather and the route distance and elevation helps me decide what to wear and how much water and nutrition to carry. Some routes are short and sweet, and I don鈥檛 need to bring much with me. If I鈥檓 out there for over 1.5 hours, I always bring water and gels to fuel. Most importantly, I always go for fast and light footwear, like my MTL Skyfire 2 for an FKT attempt.

Why is the MTL Skyfire 2 the ultimate race-day shoe?

Rachel: Whether I鈥檓 running against the clock for an FKT or racing against the best in the world, every second matters. Every ounce weighs me down, and every slip or slide on the trail is another second wasted. The MTL Skyfire 2 is my favorite race-day shoe because they are super light, so I鈥檓 not carrying more weight than I need. Plus, they still offer protection from sharp rocks and roots in the trail.聽

These shoes are so precise on the trail, and the Vibram Megagrip traction is unreal. I can pinpoint the exact part of the trail I want to land on and not worry about sliding around, even in muddy conditions. They have an amazing draining system too. If I need to cross a stream, the shoes dry out quickly and I don鈥檛 have to worry about blisters.

What sets the MTL Skyfire 2 apart from other trail running shoes?

Drew: In the early stages of the design process, the Merrell product team questioned every element of traditional trail shoe architecture. This method allowed us to establish an innovative platform, only including features that were absolutely necessary for performance. The MTL Skyfire 2 is built around a full-length BZM-8 plate. With tuned rigidity and protection underfoot provided by the plate, the shoe no longer needed a rubber outsole as a protective surface. To shed additional weight, the five-millimeter Vibram Megagrip lugs are connected by a thin rubber weblike structure. The visual is quite striking, but functionality and weight savings are the rationale.

Continuing the theme of weight savings, the upper is constructed from a lightweight engineered material, with reinforcements in key areas. This combination of materials creates a precise, breathable, and drainable upper. A bold diagonal stripe across the engineered design is the MTL Skyfire 2 signature, making it unmistakable on the trail. Finally, Merrell removed excess material from the internal construction by reengineering the lining package with a heel pillow surrounded by microfiber. The cumulative result is an extremely lightweight, precise, and nimble trail shoe that challenges the limits of the space.

Rachel: I鈥檝e run in a variety of trail running shoes, and these shoes are built different! They are the lightest, fastest, and most precise shoes I鈥檝e ever run in by far. Other shoes either have great traction but they鈥檙e bulky. Others are light but don鈥檛 grip the trail well. The MTL Skyfire 2 has the perfect blend of light and quick while still giving me the traction I need on a technical trail. The BZM plate and FloatPro Foam offer protection from rocks and give me some extra bounce when I鈥檓 going uphill, so I feel quick and agile the whole race.

How does the lightweight design of the MTL Skyfire 2 maintain the level of stability and protection that record-setting trail runners need?

Drew: The MTL Skyfire 2鈥檚 Flexplate is the key to achieving high-performance characteristics while maintaining a light weight.聽

This feature allowed the Merrell team to solve for multiple factors with one component. The team chose to construct the plate using BZM-8 because of the material’s ability to maintain high levels of rigidity and durability at a comparatively low weight and thickness. The Flexplate has a series of alternating reinforcement bars and slits in the forefoot that align with the metatarsals of the foot. This geometry provides longitudinal stiffness for forward motion and lateral flex for adaptability on uneven terrain. Additionally, a void in the Flexplate under the heel allows for connection to the cushion during downhill sections, while the vertical heel counter prevents the foot from shifting in the shoe. A two-part, dual-density FloatPro midsole that sandwiches the tech works in tandem with the plate, adding responsive cushion in the forefoot and protective cushion in the heel. The plate stabilizes the platform while allowing for adaptability and protection.

Rachel: Stability is always something I look for in a race shoe. I need stability so I don鈥檛 twist my ankle or slide around on a slick trail. Usually the lighter a shoe is, the less stable I feel in it.That鈥檚 not the case with the MTL Skyfire 2. This shoe has great traction, so if I鈥檓 on a slippery trail, I still have control. The slender fit allows me to be precise with my foot placement; I鈥檓 able to step on the exact part of the trail I need to. This precision makes me feel more connected to the ground and trail, so I鈥檓 very aware of the trail鈥檚 character and all its twists and turns. This awareness and accuracy has saved me from some injuries and wipeouts.

What challenges have you been after lately with the MTL Skyfire 2? And can you give us a sneak peek at what鈥檚 next?

Rachel: My very first race in the MTL Skyfire 2 was the World Uphill Running Championships. My team and I brought home the team gold medal. Later that week, we won the team bronze in the Classic Mountain Championships. I think it鈥檚 safe to say the MTL Skyfire 2 are some of the fastest shoes in the world!

Since summer and fall are my main racing seasons, I鈥檝e been going after FKTs in the MTL Skyfire 2 this winter. So far, I鈥檝e set 12 FKTs this year! FKTs allow me to blend two things I love鈥攁dventure and challenge鈥攂y exploring new trails and pushing myself for course records. I鈥檝e set FKTs in my current home state, Arizona, as well as California, Michigan, and Texas. This season, I鈥檓 hoping to make the USA World team again, race some of the Golden Trail Series races, and go after an OCC qualifier. I鈥檓 excited for this season of racing and all the trails and countries I鈥檒l get to explore with Skyfires on my feet.

exists to share the simple power of being outside. As the global leader in outdoor active footwear, Merrell is focused on merging performance, styling, and comfort to empower all people to confidently explore the outdoors. Visit Merrell.com or follow us on social .

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chief marketing officer Janice Tennant has been named a Marketing Leader of the Year by the (WICMA) for her work bringing more inclusion and diversity to the footwear brand鈥檚 outreach.

Tennant is one of six women to be honored with the distinction this year, which is presented by Masthead Media and the Content Marketing Institute. The Marketing Leader of the Year was established to 鈥渞ecognize the outstanding work of inspiring and accomplished innovators, spotlighting specific achievements made by women.鈥�

“It’s energizing to be recognized among such exceptional talent across the ever-changing content marketing landscape, and I’m humbled to know the impact our combined efforts have,” Tennant said in a statement released by Merrell. “My dream for the Merrell brand is to build the next generation of outdoor enthusiasts, and an award like this solidifies the work we’re doing.”

The WICMA cited Tennant鈥檚 leadership in creating a social accountability task force at Merrell and promoting diversity and social justice both within Merrell and the greater outdoor industry. Merrell鈥檚 More Less campaign, which Tennant developed, promotes women鈥檚 health through getting outside.

The award also credits Tennant with strengthening Merrell鈥檚 digital and direct-to-consumer strategies. Her efforts have gotten the brand on a path to double Merrell鈥檚 online sales within a year.

Tennant joined Merrell as CMO in 2020 after a previous position as CMO of CAT Footwear. In 1996, she graduated from Queen鈥檚 University in Toronto with dual degrees in health education and psychology, and earned her MBA in 2001 from the UNC Kenan-Flagler Business School at the University of North Carolina, Chapel Hill.

In a 2020 interview with OBJ, Tennant outlined her philosophy for active-lifestyle businesses, saying it鈥檚 important for brands to celebrate and promote all types of outdoor activities.

鈥淭here are a lot of people who embrace the outdoors through family camping, walks in the woods鈥攁ll those activities we sometimes ignore because they鈥檙e not as extreme as the others,鈥� she said. 鈥淭hat kind of participant is just as important.鈥�

She also said marketing is critical to expanding inclusivity throughout the industry.

鈥淚f you think about other storytelling media鈥攆ilm, TV, novels, and so forth鈥攖hose have proven that representation of different types of people can shape the minds and attitudes of society,鈥� Tennant said. 鈥淔or me, as I think about our industry, it鈥檚 important to make sure we鈥檙e building inclusive narratives into our marketing plans and telling stories about all kinds of people. If we do that, we have the ability to welcome everyone into outdoor spaces by making them feel truly invited.鈥�

Merrell is owned by Wolverine Worldwide, Inc. (NYSE: WWW).

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If you鈥檝e been on a trail at some point during the past ten years, chances are you鈥檝e encountered a pair of Merrell Moabs. With a variety of styles and options to fit any terrain or trip, the Moab line became the bestselling hiker in the world, enabling over 25 million people to step into nature.

The Moab 2 already had all the features hikers needed to get out there: a waterproof-breathable upper, a grippy sole, and excellent stability. The all-new Moab 3 builds upon this foundation, adding features that upgrade the beloved boot where it counts to make it the highest-performing member of the Moab line yet.

Like the Moab 2, the has an upper of performance-suede leather and mesh, with M Select dry technology that seals out water while letting moisture escape, resulting in a waterproof yet breathable boot that keeps feet dry all day long.

For increased comfort and stability, Merrell redesigned the Moab鈥檚 insole with an enhanced footbed. The midsole includes a shock-absorbing heel cushion, a nylon arch shank that stabilizes the midfoot, and a new SRC EVA foam footbed that has higher rebound. Dual relief pods in the heel and forefoot give extra spring and reduce soreness. Overall, this makes the Moab 3 a softer ride that floats over gravel, rocks, loose dirt, and other tough terrain with ease.

Innovation continues in the outsole, with a redesigned lug shape and pattern for greater flexibility and traction. In the Moab 3, the five-millimeter oval lugs are split, improving both traction and braking capabilities. Plus, the outsole is made of the TC5+ Vibram compound, which is exclusive to Merrell products and delivers exceptional grip and durability.聽

This means the Moab 3 performs better when you鈥檙e changing direction or navigating slick surfaces. A rubber toe cap saves hikers from stubbed toes, and a closed-cell foam tongue keeps debris out.聽

Aligning with Merrell鈥檚 to sustainability, the Moab 3 now features all-new 100 percent recycled laces, webbing, lining, and eyelets, limiting the carbon footprint of every step taken. As it does with its other green fabrics, Merrell sources the new material from both ocean plastic and leftover factory materials, greatly reducing environmental impact at multiple points in the production line.

The Moab 3 can be worn comfortably for multiday trips, but weighing in at less than a pound per shoe, it鈥檚 also light enough not to feel like overkill for a simple day hike or walk around town. Whether you鈥檙e a seasoned hiker looking to replace your older Moabs or a beginner in the sport looking for a boot that can do it all for years to come, choosing the Moab 3 is a no-brainer.

For over 15 years, the has been the choice of hikers when a choice needs to be made, becoming the bestselling hiker in the world. Famous for their out-of-the-box comfort, durability, and all-purpose versatility, the Moab 3 and its predecessors have enabled 28 million people to step further outdoors.

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is taking strides to further strengthen its trail running reputation with the release of the MTL Long Sky 2 and MTL MQM鈥攖he latest products from the Merrell Test Lab (MTL). MTL is Merrell鈥檚 incubator that combines laboratory development with real-world athlete testing to create new advances in footwear, the company鈥檚 chief marketing officer, , told OBJ.

鈥淲e celebrated our 40th [anniversary] last year, and we took some time to reflect on where we want to be in the next 40 years,鈥� Tennant said. 鈥淥ne thing we want to do is showcase the innovation we have at Merrell, and through the Test Lab and working with our athletes, we can do that.鈥�

Created in 2019, Merrell Test Lab released the original MTL Long Sky in early 2020. While the shoe was well received, the release and work done by the Test Lab was overshadowed by the pandemic, according to Tennant.

鈥淲e never really promoted the Test Lab,鈥� she said. 鈥淏ut as we talked more to our consumers and our athletes, we found that people are really interested in the science that goes into our products. Our core consumers are really gearheads; they love technology and innovation. We decided to show what goes into the design and testing of our elite shoes.鈥�

Merrell has started a separate page to showcase the Test Lab and products that come out of it, and is marketing a new slogan, 鈥�,鈥� that highlights the challenges and demands of trail running (see the company’s campaign video, below, released this week). The new campaign is targeted directly at serious trail runners, Tennant said.

Merrell describes the ($140) as a lightweight trail running shoe with the durability of a hiking boot, incorporating features like abrasion resistance and antibacterial properties. It uses FloatPro Foam in the midsole to absorb shock and Vibram Megagrip soles for class-leading traction.

The ($150) is touted as an all-around adventuring shoe, with MQM meaning 鈥淢oving Quickly [Over] Mountains.鈥� Merrell describes the shoe as a hybrid that is 鈥渓ike three shoes in one: climbing shoe in front, hiker in the back, and agile enough to run in.鈥�

Merrell鈥檚 VP of product development, Shaun Bohnsack, told OBJ it takes 5,000 hours to field test products that come out of the Merrell Test Lab.

鈥淚t’s definitely something that鈥檚 not on a normal timeline for commercial development, so the Test Lab is able to run parallel and release products when we feel they鈥檙e proven and ready,鈥� Bohnsack said. 鈥淥ur athletes are key in using our products hard and giving us feedback for development.鈥澛�

Merrell works with athletes including 2021USA Half Marathon Trail Champion to test and refine its Merrell Test Lab products.

“As an elite trail runner, I am constantly faced with changing weather and terrain conditions and I need a shoe that can keep up,” Tomajczyk wrote in a press release. “What the MTL products offer me is the confidence I need to hit the trail and outperform my competition while pushing myself to perform my best.”

Merrell is owned by Wolverine World Wide Inc. ().

The post Merrell鈥檚 In-House Product Incubator Has Stayed Out of the Spotlight. Until Now. appeared first on 国产吃瓜黑料 Online.

The world of outdoor business sure feels a long way from Silicon Valley. But make no mistake: technology has become the backbone of the industry, guiding everything from the way we run our businesses and communicate with each other to how we design new gear and battle climate change.

Here, we’ve collected and examined dozens of ways tech is transforming the outdoor industry to get a glimpse of how these advancements might shape the future of our work and play in the outdoors.

Tech is…Connecting Us

By Heather Balogh Rochfort

The Rise of Digital Memberships

When I co-founded WildKind, a virtual community to help parents get outside with their kids, a digital component wasn鈥檛 on my radar. My partner and I just wanted to provide guidance for families hoping to tackle outdoor adventures. We envisioned baby backpacking trips and mom-only bikepacking excursions鈥攏ot laptops and virtual community forums. But we dug into the data, and the numbers didn鈥檛 lie: digital subscriptions are booming.

We realized the power of the internet was twofold: it reached more families than we ever could with in-person-only instruction, and it allowed time-starved parents to consume the information in the small respites between bath time and lights out. This was confirmed when we launched in August 2020 and acquired 300 new members within two weeks, all eager to pay $99 per year to capitalize on virtual skiing and camping courses, members-only discounts from various outdoor brands, a digital forum, and discussion panels.

For their part, partner brands like Merrell and The North Face were excited to collaborate, since it gives them name recognition with an audience willing to spend a little money to get outside.

We鈥檙e not the only business to make the leap into digital memberships over the past year. Run to the Finish founder Amanda Brooks launched the Online Running Club in June 2020: more than 500 members pay $18 per month to gain virtual access to running coaches, workout programs, drills, and community. 鈥淚t鈥檚 an easy way to bring people together and help them get the support they need,鈥� Brooks said.

She also noted that membership is a successful entry point into her brand, which also sells products like books, T-shirts, and individual coaching. 鈥淭hey join at this affordable monthly rate, get to know me, and start asking what else is available. It鈥檚 enhanced the connection with my community, making them true fans.鈥�

And in outdoor media, 国产吃瓜黑料 (国产吃瓜黑料 Business Journal鈥檚 parent company) launched its 国产吃瓜黑料+ membership earlier this year, which features perks like exclusive content across its publications, online education courses, a personalized feed, and access to Gaia GPS for navigation, all for $99 per year.

According to Gartner, a global IT research and advisory firm, digital memberships are a top trend, particularly subscription services: the firm predicts that by 2023, nearly 75 percent of direct-to-consumer businesses will offer one. Outdoor brands largely haven鈥檛 jumped on board yet, but Ralph Lauren provides an example of what this might look like: its membership (starting at $125 per month), which launched last year, allows users to select items for a 鈥渄ream wardrobe鈥� subscription box that includes four items for rent or purchase.

Are You in the Club(house)?

Launched in March 2020, Clubhouse is the latest in social media apps designed to emphasize real-time conversation via live audio content鈥攏o images, no curated feed, and no website. Users can pop into live chat rooms to listen to a variety of discussions as well as request to participate in the conversation.

According to Arial Macrae, marketing manager of Roam Media Inc., an adventure club that produces videos and mini-documentaries and boasts founding members like Jimmy Chin and Sasha DiGiulian, this is the crux of the platform: 鈥淚t opens the doors and gives fans access to your brand鈥檚 conversations and gives people the opportunity to speak up and be a part of it,鈥� she said. During the winter months, Roam hosted a weekly chat room highlighting a number of outdoor industry topics, from photography with Chris Burkhard to a series of panelists sharing their outdoor career stories.

Since Clubhouse is all live content, the commitment is minimal. 鈥淧ro endurance biker Rebecca Rusch joined a room while she was actively on a training ride,鈥� Macrae laughed. Unlike a podcast, Clubhouse allows brand consumers to actually participate with the people behind the logo and ask them real-time questions. In short, the interaction puts a friendly voice to the brand name.

While initially only available on iPhone, this invite-only app recently opened to Android users in May 2021, garnering a million new sign-ups within two weeks. It鈥檚 still relatively small with ten million total users, but it鈥檚 growing quickly. Thought leaders and brands who welcome one-on-one conversations with consumers are most likely to benefit from the app, so experts suggest that people in leadership create their own accounts rather than hosting from their business name. 鈥淭here鈥檚 a lot of potential there,鈥� Macrae said. 鈥淭his type of direct access to a brand gives a personal touch you can鈥檛 find on other platforms.鈥�

The Insta-Success Formula

According to Kami York-Feirn, marketing manager for apparel brand Wild Rye, there are three core tenants to a successful business Instagram account: a consistent posting schedule, a relatable caption with a strong call to action (like an audience question), and video/reels content to appease the Instagram algorithms.

York-Feirn looked at some of the most popular posts so far this year from three industry accounts to help us understand what other factors can get people liking, sharing, and commenting.

Wild Rye’s formula for success: Fun hashtags + relatable caption + Monday post (one of the brand鈥檚 best days for engagement)

Patagonia’s formula for success: Environmental topic + short video + controversy

Unlikely Hikers’ formula for success: Relatable story + request for shares in the caption + relatable photo to encourage conversation and boost visibility with the algorithm

Slack Better

You know Slack. You love (okay, or maybe hate) Slack. But are you Slacking to your fullest potential? These three integrations take your work collaboration to the next level.

Donut: Get to know each other through virtual introductions, auto-scheduled 鈥渃offee dates鈥� between team members, and even a CEO lottery that randomly selects one person for a chat with the boss.

EventBot Calendar: Never forget a team birthday or meeting with this all-inclusive calendar that hosts your entire team鈥檚 events from within Slack.

HeyTaco: Give your coworkers a nod for a job well done via the only virtual currency that matters: tacos. Everyone gets five virtual tacos to award per day, and the app tracks a team leaderboard for extra motivation.

Tech is…Saving the Planet

By Tracy Ross

Unlocking Public Lands

In January, President Biden announced his 鈥�30 x 30鈥� vision to conserve at least 30 percent of U.S. lands and freshwater and 30 percent of U.S. ocean areas by 2030. One priority: boost outdoor recreation by encouraging the voluntary conservation of private land through which bordering public lands can be accessed. That offers the opportunity not only to protect a larger area of contiguous wildlife habitat, but also to open the door to public lands that may be difficult or impossible to reach.

The mapping app onX, which launched to give hunters a simple way to see whose land they were on, has been collecting data on these public-private intersections for more than a decade. So far, the team has identified some 16.4 million acres in 22 states that are currently inaccessible to the public because of surrounding private land. This info funnels into the hands of local, state, and federal land managers, who are using it to identify possible easements with the end goal of creating more access to public lands for all.

Building Urban Parks

The Trust For Public Lands (TPL) knows we have a critical green-space equity problem in our country, with studies showing that some 100 million of us鈥攊ncluding 28 million kids鈥攍ack access to local parks within walking distance. So TPL used 20 years鈥� worth of data to create ParkServe.org, an interactive map that shows exactly where green space is most needed in American cities. TPL also helps cities look for funding for park construction. And one of the best benefits, says Lisa Hwang, TPL鈥檚 managing director of strategy and innovation, is that anyone can join in the process of designing or creating a new neighborhood park.

Navigating Climate Change

Heat waves, wildfires, floods: we鈥檙e already living with the effects of a changing climate. Last year, Gaia GPS (owned by 国产吃瓜黑料 Business Journal鈥檚 parent company) introduced several free map layers that aim to help people deal with fire-related issues. Two wildfire maps give precise, real-time info about where fires are currently burning, based on NASA satellite heat detection data that鈥檚 fact-checked with firefighters on the ground.

Two more maps depict current and predicted air quality based on info from the Environmental Protection Agency鈥檚 AirNow program, which draws from several monitoring organizations to show where pollutants in the air pose a health hazard.

Sharing the Immigration Story

鈥淪torytelling has always been a powerful tool for social movements, and conservation is no different,鈥� said Christian La Mont, program and communications manager for Latino Outdoors. This past March, the nonprofit partnered with The National Audubon Society for a yearlong project called Mapping Migraciones. It weaves the Latino community鈥檚 migration and immigration stories together with the migratory paths of birds, combining the two into an interactive map that ties humans and nature together into an ongoing narrative.

Click on a bird鈥攕ay, a Swainson鈥檚 Thrush鈥� and see its migratory path from Central America to as far north as Canada. Then click on the name of a person, and see how he made his journey along the same route. 鈥淭he interactive map shows that migration is not only nuanced and natural, but also beautiful,鈥� said La Mont.

Lifelines for Firefighters

Wildland firefighters have one of the most dangerous jobs in the outdoors. But new developments are making their task a little safer鈥攁s evidenced by the tech used by a Montrose, Colorado, Helitack crew while fighting the 2018 Tabeguache Fire in the Uncompahgre National Forest.

Lack of connectivity and limited sight lines in steep canyons makes firefighting in the area extremely dangerous. But each crew member wore a 2.8-ounce goTenna Pro X tracking device, which shares location info among teams of firefighters via a broadcasting process called meshing.

Tracking devices pair to any phone using an app like ATAK. Firefighters can then use their phones to navigate to safety, tell tankers where to drop retardant, and report back to management teams.

Fire Incident management teams can then pair location info with the data service Cornea to get real-time maps showing the location of crew members, retardant drops, and the most dangerous parts of a fire. Cornea also collects and fuses data about fuels, weather, topography, watersheds, and the probability of fire spread from multiple sources.

The Upside of Drones

Drones get a bad rap for invading privacy and harassing wildlife, but that鈥檚 only half the story. The National Audubon Society said drones 鈥渄on鈥檛 just offer a safer way for scientists to observe their subjects; they鈥檙e often less costly, more efficient, and more precise than traditional approaches.鈥� Here are six ways the organization Conservation Drones, which built a low-cost flier (starting at $3,500) specifically for conservationists and scientists, is using these aerial machines for good.

1. Surveying heron populations under thick forest canopies in England
2. Flying aerial surveys along tidal creeks in the Bahamas to count sharks, rays, and sea turtles鈥攁ll creatures that are both threatened and difficult to monitor
3. Studying whales鈥� health with 鈥渟not bot鈥� drones equipped with petri dishes that hover at the whale鈥檚 blowhole to collect a sample of its breath, which includes discharge containing lung bacteria, viruses, and DNA
4. Monitoring the spread of invasive aquatic plants at Lake Carl Blackwell in Stillwater, Oklahoma
5. When equipped with thermal-imaging cameras on their undersides, identifying species like orangutans in Borneo, spider monkeys in Mexico, and riverine rabbits in South America to show health and range of populations
6. Using thermal cameras to detect and monitor 鈥減eat megafires,鈥� which destroy essential peat land ecosystems and are responsible for 15 percent of annual global greenhouse gas emissions

Tech is…Designing Gear

By Frederick Reimers

The Power of Three Dimensions

Silicon Valley 3D-printing firm Carbon has recently made inroads into the outdoor space with shoe soles for adidas and bike saddles for Specialized. Both feature latticework made from elastomeric polyurethane (EPU), which is remarkably elastic (capable of being elongated 250 percent before it breaks) and, in lattice form, great at returning energy. More importantly, Carbon can tune the latticework鈥檚 compressibility by location within the design, which can help accommodate the variances of, say, foot shape, or enable targeted cushioning.

And this fall, Osprey is using the tech to make a giant step forward in pack design. Along with a host of other new technologies, the UNLTD Antigravity 64 and Airscape 68 feature lumbar pads built by Carbon: the company鈥檚 tunable 3D printing allowed Osprey to make them more compressible on the top and front to create consistent and extremely comfortable contact with a wide variety of lower-back shapes. The latticework is also exceptionally breathable, grippy, and springy, so even under very heavy loads, the pack feels more secure and balanced.

The 3D-printing process was also a designer鈥檚 dream. With remarkable speed, it creates shapes impossible to make with injection molding. In just over a year, Carbon was able to iterate close to 100 different permutations of the design, all with far less waste than injection molding. Working with the emerging technology isn鈥檛 cheap鈥攖he packs ring in at an eye-watering $700鈥攂ut Osprey owner Mike Photenhauer said he wanted to showcase what鈥檚 possible in pack design 鈥渨hen price is no object.鈥�

Saving the World, One Shirt at a Time

A pair of Stanford professors founded the startup LifeLabs this year to create fabrics that combat climate change. According to the Department of Energy, if Americans would simply raise their thermostats 2掳C higher in summer and 2掳C lower in winter, it would save an average of 6,000 pounds of atmospheric carbon per household (about a 20 percent reduction in a home鈥檚 total energy use). Better temperature-regulating clothing could make that easier.

Enter the company鈥檚 CoolLife fabrics, which are made from polyolefin (think kitchen cling wrap). The material allows 100 percent transmission of infrared radiation鈥攖he only known fabric to do so鈥攍etting body heat escape faster. LifeLabs invented the process of creating knit and woven fabrics from polyolefin: the trick, said LifeLabs CEO Scott Mellin, was to build yarn extrusion and knitting and weaving machines that could handle the material鈥檚 low melting temperature (122掳C versus nylon鈥檚 220掳C).

The company鈥檚 WarmLife fabrics use a different strategy, employing reflectivity to capture body heat. The concept isn鈥檛 new, but the WarmLife fabric is breathable enough for the reflective metallic nanocoating to cover 100 percent of its surface (in comparison, Columbia鈥檚 Omni-Heat reflective dots cover just a third of their items to maintain breathability). The result is a garment that requires 30 percent less insulation for the same CLO value. The tech hasn鈥檛 hit the market yet, but this summer LifeLabs is releasing 16 garments (insulating parkas and gloves, cooling leggings, and sleepwear) to investors, media, and influencers.

Artificial Intelligence Revolutionizes Bike Design

Imagine bike frames that look like they鈥檝e been built by a spider, with hollow, sinewy strands linking the handlebars, wheels, and bottom bracket. The frames are lighter for subtracting material, but according to the engineering software that created it, just as strong.

That鈥檚 the concept behind French gear titan Decathlon鈥檚 bike design project with software firm Autodesk, which has also partnered with component maker SRAM. The idea is that Autodesk鈥檚 Fusion 360 software can take inputs like weight, dimensions, and strength and then generate hundreds of potential designs in just a few hours, all theoretically capable of standing up to the demands of the design problem, even if they may be unusual in appearance.

The software can also learn as it goes, basing subsequent rounds of design on those preferred by the human engineers. Such designs are particularly suited for the elaborate shapes possible with 3D printing. For SRAM, it means printing a latticed aluminum crank arm that鈥檚 just as light and strong as a carbon fiber one, at a lower financial and ecological cost. SRAM is currently testing a few of those designs in the field, and the process bodes well not just for bikes, but also for climbing gear or any equipment that prizes light weight along with strength. Just as intriguing is another goal of Decathlon鈥檚 so-called 鈥渧ision project鈥� with Autodesk: to explore the process of custom-printing bikes according to a customer鈥檚 individual preferences and dimensions.

Upgrading Portable Power

Solar, not wind, has dominated the portable power scene because solar panels are so much smaller and lighter鈥攗ntil now. Enter the Shine Turbine. A marvel of efficient design, the device boasts an exceptional weight-to-power ratio compared to other portable renewable devices. The three-pound device, which launches this summer, is capable of generating 40 watts, good enough to charge a smartphone in as little as 15 minutes, and trumps water turbines, thermoelectric stoves, and even solar panels with a 13 watts-per-pound ratio. The Shine Turbine folds into a sleek package about the size of a liter water bottle and deploys in minutes. Designers solved challenges like dissipating the motor鈥檚 heat and capturing high power outputs while meeting size restrictions, but the Shine Turbine鈥檚 real triumph is in the blade design: they鈥檙e efficient enough to withstand 28-mph winds (minimum speed: 8 mph) while still folding snugly into the body.

Can Algae Replace Chemicals?

Quick, name a product you use that doesn鈥檛 include petroleum-based plastics and chemicals. Tough, right? But here鈥檚 some good news for reducing our petroleum dependence: design firm Checkerspot aims to solve the problem, starting with the outdoor industry. Growing out of work done at the University of California, Berkeley, Checkerspot develops oils derived from fermented microalgae. The company is currently working with Gore to create petroleum-free DWR, and a project with Swiss chemical firm Beyond Surface technologies has resulted in a microalgae-based wicking treatment that hits the market this year in garments by streetwear brand Pangea.

Checkerspot also supplies algae-based polyurethane for its own ski brand, Wndr Alpine. And there鈥檚 more on the horizon: the ski maker plans to develop its own line of greener packs and apparel incorporating the Beyond Surface coatings and algal polyurethanes for hard pieces like pack buckles.

Wearables Get Even Smarter

The future of fitness wearables looks increasingly detailed鈥攁nd some might say, invasive. Swiss company Core鈥檚 body temperature monitor has been used as a training tool by pro cycling teams for a few seasons, but it鈥檚 now available to the public. The device clips onto an elastic chest strap and sends continuous body temp readings to a smart device. Excess body heat saps an athlete鈥檚 power output, so such monitoring can help athletes strategize during competition, telling them whether to drop the hammer or back off until they鈥檙e cooler.

Also launched this spring: a partnership between Garmin and blood-testing company Inside Tracker that combines smartwatch data like blood oxygen and stress levels with the genetic biomarkers the company derives from periodic lab-administered blood tests. The result is customized training and nutritional advice鈥攍ike increasing your sleep or upping magnesium levels鈥攖o optimize performance.

Even more frequent exposure to needles is required for an upcoming glucose-monitoring system from Supersapiens. Based on existing technology made for diabetics, a needle pressed under the skin and adhered to the tricep is synced with a smartwatch or phone for live monitoring to help athletes stay optimally fueled.

Tech is…Running Our Businesses

By Cindy Hirschfeld and Elisabeth Kwak-Hefferan, with reporting by Tatiana Walker-Morris

Personal Shopping Service

When Mike Peters decided to buy an e-bike earlier this summer, online retailer Curated connected the Denver shopper with an e-bike expert in Illinois, and the two texted for a few days. Peters liked the convenience of shopping on his own time, and that his expert felt brand agnostic鈥斺�淵ou could ask about any bike, not just the stuff they had in a store鈥濃�攕o he placed an order.

The shopping experience at Curated, which launched in 2017 and sells gear for hiking, skiing, cycling, fly-fishing, and more, starts with a series of questions about experience level and gear preferences. Then the company鈥檚 artificial intelligence program matches the customer with an actual person to help them find the best product. 鈥淚 don鈥檛 think people would ever want to buy a $2,000 pair of skis from a chatbot,鈥� said founder Eduardo Vivas. Though Curated has about 100 brand partners, the company will source any item a customer and expert choose.

Vivas said his business isn鈥檛 about steamrolling brick and mortar. Outdoor Gear Exchange (OGE) in Burlington, Vermont, is one of 25 or so retail partners that sell gear through the platform, lopping off a commission for Curated (OGE sends them 10 to 15 percent). 鈥淚t鈥檚 a little bit more than other affiliates that we work with, but [Curated] drives more in sales,鈥� said Ivan Tighe, director of fulfillment and communications鈥攖he platform drove 630 orders last January alone.

And on the brand side, Curated offers anonymized customer data to its partners quarterly, which clues vendors in to how they鈥檙e performing with different demographics or regions and shows them how often buyers pick their gear from the expert鈥檚 list of recommendations.

Affiliate Gear Sales

We鈥檝e all seen those dubious 鈥渂est of鈥� lists, compiled solely to get cash for clicks. But when established digital outlets pursue the affiliate sales game, do they risk eroding reader trust? Not necessarily. Media brands say they鈥檙e able to earn money from recommending products while maintaining editorial integrity.

For larger online pubs, that means having separate affiliate sales teams to deal with logistics while letting editors have the final say over what gets covered. At Lola Digital Media鈥攐wner of Gear Junkie, Switchback Travel, and other sites鈥斺�渢he editorial and affiliate linking are totally separate,鈥� said VP of commerce David Wilkinson. In 2020, the company produced $200 million in sales for retail partners and direct-to-consumer brands (Wilkinson declined to say what the partnership netted for Lola).

At Gear Patrol, where affiliate sales comprise about 20 percent of revenue, head of commerce Brian Louie said the editorial mission comes before the links: 鈥淩eaders can tell if something is forced.鈥� The same holds true at 国产吃瓜黑料 (a sister publication to 国产吃瓜黑料 Business Journal). 鈥淲e work to optimize the content that we are already creating for revenue,鈥� said Katie Cruickshank, senior digital marketing manager. 鈥淎nd we鈥檙e not going to cover anything editorially just because there鈥檚 a good commission rate.鈥� Sales bring in some 10 percent of overall digital revenue.

Meanwhile, the increased sales channels and ability to track conversions warrant the revenue sharing for brands and retailers. 鈥淚 think it鈥檚 the most powerful type of marketing on the internet today,鈥� said Wilkinson.

6 Workflow Apps We Love

You鈥檝e been hitting Zoom, Microsoft Teams, and all the Googles hard for the past year or so鈥攂ut they鈥檙e far from the only programs that make your work life easier. Have you met these standouts?

1. Trello. Collaborate with colleagues on to-do lists, set deadlines, and track shared projects. Free (basic); $10/person/month and up (advanced).
2. Canva. Design as a team with templates for everything from Instagram posts to logos. Free (basic); $10/person/month and up (advanced).
3. Otter Voice. Take meeting notes quickly with this live transcription app for computers and phones. Free (basic); $8.33/person/month and up (advanced).
4. Calendly. Schedule meetings by syncing your calendars and letting people choose from your available times. Free (basic); $8/person/month and up (advanced).
5. Mural. Play around with workflow diagrams, graphs, and even freehand sketching for remote teams. $12/person/month and up.
6. Harvest. Find out how much time you鈥檙e spending on specific projects with this time tracker app. Free (basic); $12/person/month (advanced).

The Biggest Gear Breakthroughs of All Time

By Amelia Arvesen

These ten innovations revolutionized the business of outdoor, according to gear historians and longtime industry members.

1927: Pin bindings.The groundbreaker here was the Rottefella six-pin binding. Before pin bindings, skiers used wicker and leather toe straps to tie wooden planks to their feet. Norwegian engineer Bror With鈥檚 clamp-and-spike invention keeps skis more secure and makes walking less cumbersome.

1937: Vulcanized rubber outsoles. This groundbreaker was the Vibram Carramato sole. Vitale Bramani was inspired to make leather boots better after friends died while mountaineering in 1935 in the Italian Alps, in part due to footwear that froze. Bramani beefed up the soles by incorporating a tread design traditionally used for automobile tires.

1968: Avalanche transceivers. Scadi was the first product in this new category. Avalanche experts were experimenting with different electromagnetic methods of locating buried people from above the snow when researcher John Lawton at New York鈥檚 Cornell Aeronautical Laboratory created a handheld device with the longest range and best accuracy yet.

1969: Internal-frame backpack. The Lowe internal frame pack was the first. In a basement in Colorado, Greg Lowe made the first pack that integrated the supportive structure into the back panel. It was first made of phenolic resin layers and later revised to aluminum frame bars. Hips and shoulders everywhere rejoiced.

1977: Expanded polytetrafluorethylene (ePTFE) material. Gore-Tex was the pioneer in this category. While tinkering with the polymer, Bob Gore discovered it could stretch by up to 1,000 percent and transform into a new substance with tiny pores that allow air to pass through. His invention, later called Gore-Tex, is now a household name.

1977: Sports bra. Credit the Jogbra as the first. Ditching the impractical underwire of the past, Lisa Lindahl, Hinda Miller, and Polly Smith sewed together two jockstraps to make a more supportive and comfortable bra that they could wear while running and playing sports. Sports bras have come a long way since then.

1978: Spring-loaded camming device. “The Friend” was the groundbreaker. After Ray Jardine invented the first modern trigger-activated pieces of climbing protection, he kept them a secret because he didn鈥檛 want anyone to steal the idea. A climbing partner referred to them by the code name 鈥渇riends,鈥� and Wild Country still sells cams under the label.

1979: Synthetic fleece. The Malden Mills Polarfleece got there first. Replacing natural fibers from sheep, this synthetic material is softer, better at resisting water, and in some cases, much warmer. Patagonia was one of the first partners of Malden Mills, which has since rebranded as Polartec.

1989: Handheld GPS. The Magellan Nav 1000 was the first. The military was using pocket-sized GPS units long before 1989, but that鈥檚 when civilians could finally get their hands on one for a whopping $2,900. Garmin was a close second on the market. Over time, prices dropped, sizes shrunk, and features improved.

2000: Multi-Directional Impact Protection System (MIPS). Before MIPS, helmets didn鈥檛 account for the rotational force the brain experiences in crashes and falls. A neurosurgeon and PhD student in Sweden added a thin layer between a helmet鈥檚 shell and liner for extra protection.

Enough with the Tech Judgement

By Alex Temblador

I鈥檇 been hiking through a forest, past waterfalls, and across creeks by myself for five hours in the North Chickamauga Creek Gorge State Natural Area near Chattanooga when my Garmin fenix 6S Pro Solar GPS watch died. I鈥檇 used it a lot the past few days鈥攖racking my hikes and watching for thunderstorms that threatened to flood me off Lookout Mountain鈥攁nd I hadn鈥檛 noticed that it needed to be recharged.

Not a minute later, my dad called and asked, 鈥淎re you still hiking?鈥� At the same time, a text from my mom came through, conveying the same concern. The safety tracking feature had turned off, and my loved ones were in the dark about my whereabouts.

I often hike, bike, trail run, or camp by myself all across the country. And as a solo woman of color, when I do, you can bet I鈥檓 always connected to the internet. You can catch me in front of a campfire with my laptop on my knees or checking my phone while hiking in Palo Duro Canyon State Park. Passersbys have joked, 鈥淪top working鈥攜ou鈥檙e on vacation.鈥� Others boast about how they left their phone in their car.

These jokes and subtle comments speak to an old-fashioned way of thinking. See, outdoor purists will tell you that unplugged outdoor experiences are 鈥渞eal鈥� or 鈥渂etter,鈥� but that鈥檚 a limited and privileged perspective. And I鈥檓 over it.

Whether I鈥檓 camping with family at a lake in Oklahoma or glamping by myself in a treehouse near Austin, I always have my laptop with me and my hotspot active. As a freelance writer, I must be connected: I鈥檓 not yet in a position in my career where I can leave my laptop at home, even for a few days. Sometimes I need to finish an article before kayaking, or answer an email from an editor who鈥檚 offering me an opportunity for a high-paying, quick-turnaround piece.

I鈥檓 not alone in this experience. With the pandemic, many jobs went remote, and that gave people an opportunity to work while on the move. Technology, like Wi-Fi hotspots and solar generators, allowed people to work and enjoy the outdoors more than they鈥檇 ever been able to do before. Isn鈥檛 that the dream?

Of course I don鈥檛 want to bring my laptop to a cabin in the woods, but that鈥檚 where I am in my career, and I shouldn鈥檛 be judged because I鈥檓 not financially able to leave my technology at home. Even if I get to a point where I don鈥檛 need to work while outdoors, the reality is, technology and internet access make the outdoors safer for me.

With my phone and smartwatch, I can keep track of harsh weather conditions, ensure I don鈥檛 get lost, notify authorities in case of a medical emergency, or share safety concerns about a trail, tour guide, or campsite with other people. As much as we鈥檇 like to think that the outdoors is safe for all, women, people of color, the queer community, and many other underrepresented groups still face harassment, threats, and assault in the outdoors. We can mitigate this danger with technology and help ourselves and our loved ones feel more confident when we鈥檙e in nature.

Safety and career needs aside, I can think of a million other ways that connectivity has improved my outdoor experience鈥攏ot least, Googling 鈥渉ow to start a campfire鈥� while glamping in West Texas, or calling a friend to pick me and my foldable kayak up from a boat launch because I was unable to paddle upstream to my car. (And yes, I like pulling my phone out and taking photos of myself in nature鈥攕ue me.)

Instead of judging people for using the internet, laptops, phones, and other technology in the outdoors, we should toss those purist notions aside and cheer them on. Who cares if they鈥檙e online? The fact that they鈥檙e outdoors is what matters most.

The post How Tech Is Transforming the Outdoor Industry appeared first on 国产吃瓜黑料 Online.

The past 14 months have been a dark season of disconnect for many in the business of outdoor. As much as anything else, we’re all likely to remember 2020 as the Year Without Trade Shows鈥攖he year we couldn’t hug, shake hands, or do business the way many of us prefer: in person. For an industry that prides itself on connection and compassion, the sting has been vivid.

The good news is, it’s almost over. The Outdoor Retailer (OR) Summer Market is coming back to Denver, Colorado, on August 10-12, and registration is currently open. The Big Gear Show (BGS), which delayed its inaugural event last year, is set to stage just a week earlier, August 3-5, in Park City, Utah. After a year of red Xs on the calendar鈥攃ancelled events, dashed plans鈥攆olks are once again buying plane tickets and dusting off booth hardware, getting ready to see each other. There’s more than a modest buzz of anticipation in the air.

The time away has changed things, however. We’re not fully out of the pandemic yet, and in the months we’ve spent apart, most of us have adapted to new ways of doing business. Budgets have already been set for the year. Some people are eager to meet face-to-face as soon as possible, while others are still wary of crowds, or restricted by company travel bans. This year, a big question on everyone’s mind is who, exactly, will be at the trade shows?

In a typical year, almost no one would question whether the big industry players like Patagonia, The North Face, or Black Diamond would show up to our national shows. Those booths have been the anchors of such events for decades.聽

We’re living through the shoulder season of the most disruptive global crisis in a century, though, and the August shows are by no means a return to “normal,” as we hoped for so long they might be. At this point, it seems the only way to get a sense of who’s going鈥攁nd who鈥檚 not鈥攊s to pick up the phone and start calling brand leaders, asking directly whether they plan to attend, yes or no.

Which is exactly what we did.

A Quick Disclaimer

First things first: ten weeks is a long time. Trying to pin down a comprehensive, definitive list of who’s attending the shows, nearly three months before they stage, is impossible. Over the course of the summer, as the situation develops, brands can and will change their minds about attending or skipping one show or the other. It’s just too soon to tell.

But we have to start somewhere. To begin piecing together a picture of the attendee lists, we reached out to dozens of key industry players to ask about their plans. Some dodged our calls and emails (no hard feelings). Others outlined their thoughts in lengthy manifestos. Some wanted to talk, but felt they couldn’t, as in the case of a notable hardgoods brand that refused to go on the record for fear of upsetting its specialty retailers. Response, in other words. was all over the place.

As of today, our list of exhibitors attending or skipping the shows鈥攕ubject to change at any moment鈥攊s more comprehensive than what OR and BGS directors have published, but it’s still miles from complete. Everything we know so far is outlined below.

Which Brands Are Exhibiting at the Shows?

Outdoor Retailer鈥檚 latest exhibitor list, released today, includes about 150 brands, though show director Marisa Nicholson told us previously that more than 300 brands are registered with 鈥渕ore contracts coming in daily.鈥�

Brands exhibiting at Outdoor Retailer (confirmed by OR leadership): 4ocean, 国产吃瓜黑料 Medical Kits, Aetrex, Airhead Sports Group, Aloe Up Suncare, American, Alpine Club, American Backcountry, Amundsen, Avalanche, Backpacker’s Pantry, Bertucci Watch, Big City Mountaineers, Bison Designs, Body Glide, Bridgford Foods Corporation, Brightz Ltd., Brookwood Companies Inc., brrr, Buck Knives, Inc., Bula, Camp Chef, Carson Optical, Centric Software, Chaos / CTR, Chums, Coala, Cougar Shoes, CRKT, CWR Wholesale Distribution, Dakine Equipment, Dakota Grizzly, Dansko, Disc-O-Bed Retail, Inc., Dometic, Downlite, Dr. Bronner’s Magic Soaps, drirelease, Duraflex, Earth Shoes, Ecovessel, U-Konserve, Equip, Everest Textile Co., Falcon Guides, Farm to Feet, Flexfit, Flylow Gear, Fox 40 USA, Frost River, GCI Outdoor, Geckobrands, Glacier Glove, Goal Zero, Gore-Tex, Grabber Inc. / Heatmax, Groove Life, G-Shock, GSI Outdoors, Hans Global / Pacific Fly, Hurley, Igloo, Ignik, UCO, Morakniv, Esbit, Pedco, ITW Nexus, Jambu & Co., Jetty, JTreeLife, Kavu, Inc., Kijaro, Killtec NA, Klean Kanteen, Klymit, Kokatat, Kokopelli, Komperdell Sportartikel GmbH, Korea Outdoor & Sports Industry Association, Labtex Co., Lamo Footwear, Ledlenser, Liberty Mountain, Lifeline First Aid & Fifty Fifty Bottles, Lorpen North America, Lowa Boots, Masterfit Enterprises Inc., Milliken & Company, Minus33 Merino Wool Clothing, Mountain and Isles, Mountaineers Books, Xtratuf, Mustang Survival, Nanga / Tomoyuki Yokota, Natural Tribute, Nomadix SPC, Ocun NA, Optic Nerve Eyewear, Osprey Packs, Otis Eyewear, Otte Gear, Outdoor Products, Outdoor Sports Insurance, Outerknown, Peak Refuel, Pendleton, Poler, Princeton Tec, Propet USA, Purnell, Qalo, QuietKat, Rab, Reusch USA/TruSox, Rome Industries, Salty Crew, Santero, Sawyer Products, Scully, Shwood Eyewear, Skratch Labs, SMC PMI, Solstice Watersports, Sperry, Sport Hansa, Spyderco, Stansport, Sterling Rope Co., Storm Care Solutions Ltd., Storm Creek, Sun Company, SureFire, Sustainable Down Source, tasc Performance, The Landmark Project, The NPD Group, Thermore, Tilley Endurables, Tincup Mountain Whisky, Trango / eGrips, Turbo Tent., Tweave, ust gear, Vandoit, Wallaroo Hat Company, Water Sports, Watershed, Western Mountaineering. Westfield Outdoors, Wild Tribute. Wolverine Footwear and Apparel, wow watersports / Big Mouth, Zippo Manufacturing.

The Big Gear Show confirmed that more than 100 brands have registered out of a possible 250 on the show鈥檚 invite-only list. We were able to get our hands on an abbreviated roster, which event co-founder Sutton Bacon said is merely a snapshot of the show’s full makeup.

Brands exhibiting at The Big Gear Show (confirmed by BGS leadership): Aire, Aqua-Bound, AquaGlide, Astral, Barebones Living, Bending Branches, Bike Exchange, Black Diamond, CamelBak, Camp Chef, Diamondback, Eddyline Kayaks, Eldorado Walls, Esquif Canoe, Eureka, Fat Chance Bicycles, Five Ten, Giro, Goal Zero, Grand Trunk, Hydrapak, Jack Wolfskin, Jetboil, Kleen Kanteen, Klymit, La Sportiva, Liberty Mountain, Malone Auto Racks, Miir, Ocean Kayak, Old Town Canoe, Osprey, Outdoor Research, Oru Kayak, Petzl, Pinarello, POC Sports, Primus, Princeton Tec, Rumpl, Scarpa, Seattle Sports, SOG Specialty Knives & Tools, Stan鈥檚 NoTubes, Sterling Rope, Suspenz, Swarovski Optik, Tahe Outdoors / SIC, Tern Bicycles, Troy Lee Designs, Wahoo Fitness, Wenonah Canoe, Yakima.

Several of the industry鈥檚 largest brands have confirmed they鈥檙e skipping both shows, including Big Agnes, Marmot, Merrell, Mystery Ranch, Nemo, Outdoor Research, and Patagonia. And two companies we spoke with鈥擣j盲llr盲ven and Lifestraw鈥攁re still undecided, though Lifestraw says it would likely attend only one.

Several brands did not respond to repeated requests for comment, including Smartwool, Mountain Hardwear, and Keen, among others.

One major player鈥擳he North Face鈥攑resented a curious puzzle in our reporting. A company representative last week said that the brand is “not participating in any major trade shows, including the Summer Outdoor Retailer Show, in the near term.” Yet OR’s partial exhibitor list, released today, named the company as one of the confirmed players.

When asked for clarification, Nicholson said, 鈥淲e’re in ongoing conversations with a lot of brands around creative ways they can participate in the show and what that looks like this year. The North Face is one of those brands, and we’re excited they are going to take advantage of opportunities provided at Outdoor Retailer to support specialty retailers and to engage with the community on important, relevant initiatives that help the industry move forward.”

At press time, multiple executives at The North Face had not responded to repeated requests for clarification.

Directors for both shows have stressed that comprehensive exhibitor information, including show floor plans, will be released soon. The Outdoor Retailer list is coming in mid-June, according to Nicholson, while The Big Gear Show’s list will be published in the next month or so, said Bacon.

Why Some Brands Are Dead-Set on Showing Up

In speaking with more than a dozen of the industry’s largest brands about their reasons for prioritizing the trade shows this year, no explanation came up more frequently than the issue of community support.

“There鈥檚 an awful lot of relationship value and passion that can鈥檛 necessarily be measured, but that will have long-term benefits,” said Lowa general manager Peter Sachs in reference to Outdoor Retailer, which the footwear brand plans to attend. “From a purely commercial perspective, it鈥檚 late in the [buying] cycle. For us, our deadline [for Spring ’22 product] is about a week after the show. But I鈥檓 not looking at it from a commercial perspective. It鈥檚 not like I鈥檓 walking out with purchase orders anyway; I鈥檓 walking out with handshakes, pats on the back, that kind of thing. For me, it doesn鈥檛 matter if it鈥檚 in June or August.”

Sachs estimated that he’s going to “overspend compared to the commercial value of the show,” but reiterated that, for his brand, attending Outdoor Retailer is a calculation that goes beyond dollars and cents.聽

“We want to show respect for the dealers who do attend, re-engage relationships with industry partners, get real products in front of buyers and trade press, present the company’s updated branding and marketing, and start to process the emotional parts of resuming our trade show schedule so we can get ready for the January ’22 show,” Sachs said.聽

Others like Jeff Polke, co-president of GCI Outdoor, echoed similar sentiments.

“It鈥檚 been 22 straight years that we鈥檝e been at Outdoor Retailer,” said Polke. “It鈥檚 been such a big part of growing my company that I wouldn’t feel right missing the show.”

He added that, because so many businesses are having problems with their supply chains and budgets, he understood the argument for skipping the trade shows for financial reasons. Still, he said, “it鈥檚 a small price if you do it right.”

“Get a smaller booth,” said Polke. “Make it work. Some of these brands need to step it up and show everyone that the trade show industry is still valuable. We can鈥檛 forget everything that made the outdoor industry what it is. The shows are part of that. There鈥檚 value in face-to-face. We have to go back to who we are as humans, shaking hands and saying thank you for your business.”

Respect for retailers was another topic that came up repeatedly in our conversations with brands. For the better part of a year, after the lockdown period of the early pandemic, specialty retailers across the country kept their doors open to customers, maintaining face-to-face relationships with the industry鈥檚 consumer base.

“These retailers have been meeting with consumers out on the front line for a year, while we鈥檝e been hiding behind our Zoom screens,” said Sachs. “We owe it to them.”

The post Summer Trade Shows: Who鈥檚 Attending Outdoor Retailer and the Big Gear Show? appeared first on 国产吃瓜黑料 Online.

The outdoor industry continues to shine amid the economic ravages of COVID. For this installment of our quarterly earnings recap, we found that most publicly traded outdoor brands are performing well relative to other industries.

A few companies saw softness in certain categories, but on numerous earnings calls, CEOs cited healthy demand for outdoor apparel and gear and also projected continued growth throughout 2021 as the country eyes the end of the pandemic.

Below are Q4 summaries of the outdoor-focused public companies that reported earnings in the last few weeks.

Acushnet Holdings Corp. (NYSE: GOLF)

Acushnet, the parent of outerwear and ski apparel brand Kjus, reported fourth-quarter sales of $420.5 million, up 14.2 percent year-over-year. Net income grew 20.7 percent to $21.6 million. David Maher, president and CEO, said of the company鈥檚 outdoor brand, 鈥淭here’s a lot of talent within the Kjus organization. We are pleased with how the team is positioning the business for the future and the investments we are making to prepare Kjus for long-term growth.鈥澛�

Adidas AG (XETRA: ADS)

Adidas says persistent currency headwinds in Q4 sank revenue 5 percent to 鈧�5.5 billion (US$6.7 billion) while net income plummeted to 鈧�429 million (US$514.2 million) from 鈧�1.9 billion (US$2.3 billion) in the year-ago period. The company鈥檚 big announcement was its ambitious plan to invest 鈧�1 billion (US$1.2 billion) over the next five years in digital transformation.聽

Camping World Holdings Inc. (NYSE: CWH)

RV dealer Camping World benefited from the growth of camping and #vanlife last year as more people looked to social distance in the comfort of their outdoor rigs. Q4 sales of $1.1 billion increased 17.5 percent, and net income of $14.4 million was up from a loss of $28.5 million a year ago.聽

Canadian Tire Corp. (TSX: CTC)

The parent of Helly Hansen reported that the outdoor brand鈥檚 revenue was $196.1 million, up 11.4 percent, or 12.1 percent on a constant currency basis, from the same quarter a year ago. Canadian Tire CEO Greg Hicks said he was pleased with Helly Hansen鈥檚 performance in Q4 amid 鈥済lobal restrictions and closures.鈥�

Clarus Corp. (Nasdaq: CLAR)

Clarus reported sales increased 24 percent to $75.9 million in the fourth quarter, but that growth was driven by its Sierra Bullets asset. Sales at Black Diamond Equipment, Clarus鈥� flagship brand, were flat, but the company projects BD鈥檚 sales to increase 17 percent to $200 million in 2021. On the March 8 earnings call, Clarus President John Walbrecht noted that BD鈥檚 apparel sales spiked 19 percent鈥攇rowth that was 鈥渞eflective of our decision to not aggressively promote or discount Black Diamond products at the onset of the pandemic; we believe this has strengthened our long-term competitive position.鈥� He also gave a shout-out to BD for being named one of 鈥渢he best-selling climate equipment brands in a January installment of [国产吃瓜黑料 Business Journal鈥檚] 2020 Retailer Survey.鈥澛�

Compass Diversified (NYSE: CODI)

CODI reported Q4 sales climbed 18.5 percent to $474.8 million, while net income of $8.4 million was more than double the profit from a year ago. During the quarter, CODI completed its acquisition of Boa Technology Inc., and that brand exceeded expectations by posting revenue growth of 2.5 percent and EBITDA growth of 29 percent. Says CODI CEO Elias Sabo: 鈥淲e remain impressed with the Boa team鈥nd we鈥檙e optimistic about the company鈥檚 future.鈥澛�

Conzzeta Group (SWX: CON)

The Swiss-based parent of Mammut Sports Group AG says sales for the outdoor brand were adversely affected by retail closures in Q4 but the brand offset that softness with 鈥渃ontinued progress in digital channels.鈥� Company-wide, sales dropped 18.6 percent in 2020.

Dick鈥檚 Sporting Goods Inc. (NYSE: DKS)

A surge in outdoor and sporting goods helped Dick鈥檚 grow revenue 19.8 percent to $3.1 billion, while its net income tripled to $219.6 million. Recently appointed CEO Lauren Hobart didn鈥檛 discuss DSG鈥檚 new outdoor retail concept, Public Lands, and the company鈥檚 CFO mentioned it only when he noted that Dick鈥檚 still plans to convert two Field & Stream locations into Public Lands stores this year, as executives discussed in late 2020.聽

Emerald Holding Inc. (NYSE: EEX)

The parent company of Outdoor Retailer and numerous other trade shows not surprisingly posted a significant revenue dip and income loss in Q4. Sales fell 72.8 percent to $12.2 million and the company posted a loss of $58.1 million. On the earnings call, Emerald CEO Herv茅 Sedky didn鈥檛 discuss OR specifically, and he only briefly mentioned Surf Expo, saying that its in-person January show 鈥渃learly highlights the vital role that face-to-face events play in driving connections, commerce, and growth for customers and communities. This provides real optimism for the future.鈥� Outdoor Retailer was pushed back eight weeks but will happen in person this summer.聽

Garmin Ltd. (Nasdaq: GRMN)

Watch and fitness tracker brand Garmin reported Q4 revenue of $1.4 billion, up 23 percent from the prior-year quarter, led by growth in its marine, fitness, and outdoor segments. Net income slipped 7.6 percent to $333.5 million.聽

Vail Resorts Inc. (NYSE: MTN)

Stymied by a 鈥渃hallenging operating environment as a result of COVID-19,鈥� according to CEO Rob Katz, Vail reported sales for its fiscal second quarter ended January 31 of $597.1 million, a 20.8 percent decline from the year-ago period. Net income fell 28.4 percent to $147.8 million. But the company is much better situated than it was a year ago when it had to shut down its resorts, and Katz said 鈥渙ur growth in pass holders this past year also positions us well as we head into the 2021/2022 season.鈥澛�

Wolverine World Wide Inc. (NYSE: WWW)

The parent of Merrell, Chaco, and other footwear brands reported Q4 revenue slipped 16.1 percent to $509.6 million. The company also reported a loss of $170.7 million in the period. One bright spot was the digital channel. Wolverine CEO Blake Krueger said the company鈥檚 鈥渆commerce revenue grew 50 percent in 2020, and we have planned further investment in this area to enable growth of 40 percent in 2021.鈥�

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“If there’s any pattern to all this, it’s to聽expect delays. Which categories, brands, or products鈥攖hat’s anybody’s guess. It’s best to just assume everything will be delayed and end up pleasantly surprised if it’s not.”

That’s Eastside Sports owner Todd Vogel’s take on the state of inventory challenges at this point in the pandemic, nearly eight months in.

“If there’s a delay, you pivot. Delay, pivot,” said Vogel, whose shop is based in Bishop, California. “That strategy has kept us going. It’s all about flexibility.”

It’s no secret that sellers of outdoor goods have been scrambling this year, trying to keep pace with a retail landscape strained by聽supply chain disruptions, rapid shutdowns, unpredictable demand, and other hardships. Still, one way or another, many retailers are finding ways to keep their shelves stocked鈥攖o some degree鈥攁nd customers happy.

To figure out what retailers are seeing on the ground level, and how they’re coping, we got in touch with several shop owners and buyers to ask about what’s going right, what’s going wrong, and how everyone is bracing for the upcoming season.

What’s Causing Problems

To start things off, we wanted to know about specific pain points. In some sense, we were looking for a pattern, but that exercise quickly proved futile. After speaking with shop owners in several different states, the moral of the story seems to be that there’s no rhyme or reason to what goods or which brands are causing inventory problems on a consistent basis. All the retailers we spoke with say they’re trying their best to prepare for anything.

“Our biggest vendor overall is Patagonia,” said Sam Barg, a buyer at Ute Mountaineer in Aspen, Colorado. “Those orders have come in anywhere from 20 to 50 percent complete.聽They can鈥檛 promise anything. But then other stuff trickles in that we didn鈥檛 expect. Our reps have no idea what’s happening either. Week to week, we have to reassess and chase what we can.”

Barg says Ute Mountaineer has seen cancellations from at least half a dozen vendors that are critical to the shop’s core inventory: Patagonia, Kuhl, Columbia, prAna, Hoka One One, Black Diamond, and Sorrell.

“Those are the big brands a lot of people have had trouble with,” he said.

Marinna Merkel, co-owner of Round House Ski and Sports Center in Bozeman, Montana, says she’s also had a lot of trouble with Patagonia and The North Face.

“Patagonia’s Powder Bowl Pant always does great for our store, and I can鈥檛 get them, none. That鈥檚 a staple piece for Patagonia, so it says something about where they’re at,” Merkel said. She also says the company expects not to see the bulk of its winter order from The North Face come through until late November鈥攁 huge problem for getting product out the door before ski season starts.

Across the state in Missoula, Todd Frank, owner of The Trail Head, says he’s experienced similar cuts from Patagonia.

“Patagonia is our biggest vendor. They cut about 40 percent of our pre-season order, but customer demand also dropped, so it evened out,” Frank said. “This year, we’re making a lot of concessions with product鈥攁ccepting different colors than we wanted, things like that鈥攂ut we’ve found that people are less picky about color and other small details these days. They’re willing to support us, even if they can’t get the exact product they want.”

Down in Flagstaff, Arizona, Steve Chatinsky says he’s had a lot of trouble with survival items his shop, Peace Surplus.

“I ran out of Reliance water containers for two weeks. We鈥檝e had three or four shipments of those since the summer, and we usually do one per year,” Chatinsky said. “We鈥檝e been a little slow on freeze dried food, too. We went seven or eight days without any at one time. But we鈥檝e been chasing it between multiple vendors.”

Perhaps Vogel, at Eastside Sports, summed it up best. “It’s hard to find a pattern,” he said. “Lots of things are in short supply, but it’s hard to predict. Tents have been hard to get your hands on; backpacking stoves and Black Diamond cams have been problematic. Bikes and car racks have been tough. Even bear canisters have been strangely difficult to get. What do all those things have in common?”

Answer: nothing. Inventory is simply tough right now across the board.

Areas of Success

It’s not all doom and gloom, however, these retailers were quick to point out.

“For us, footwear has done well鈥攖hough it’s hit or miss by brand,” Vogel said. “Other than Merrell, which basically ran out of shoes, we鈥檝e done pretty well. La Sportiva and Topo Athletic are two that have been outstanding in terms of getting us product.”

Merkel says that while inventory hasn’t been easy in any category this year, there have been areas with fewer challenges. Round House has most of the downhill skis it ordered for the season, as well as a healthy selection of Nordic hardgoods. Some of that, she noted, is carryover product from last year, but that hasn’t posed a problem; there’s more of an appetite for older gear this season.

“There鈥檚 something to be says for reminding consumers that we do have carryover product from last year,” Merkel said. “Brands are cutting back expansion of their lines, so there鈥檚 probably going to be a lot more carryover for the next few years as well. It’s good to get customers used to that now.”

At The Trail Head in Missoula, Franks says he was pleasantly surprised by the performance of the vendors he uses for his watersports categories.

“All of our boat vendors did a really excellent job,” he said. “We struggled with kayaks and paddles and accessories a little, but not as much as you might have imagined.”

Softgoods vs. Hardgoods

Slicing things a different way, there’s no clear trend in supply differences聽between softgoods and hardgoods, according to the retailers we spoke with. Here, though, there’s at least some pattern in demand difference.

“Apparel is down by double digits this year,” Frank said of overall sales at The Trail Head. “The more casual it is, the more people don’t want it.”

Franks says that technical clothing has done well and hardgoods are flying off the shelves. He attributes the demand change to one simple factor: caution. Customers don鈥檛 want to try things on unless it’s something they absolutely need, like a raincoat, or something they feel safe trying on, like a ski boot.

“On the hardgoods side, we鈥檙e up 100 percentage points on uphill gear,” said Barg of his sales in Aspen. “Brands like Dynafit, Blizzard, and Technica are flying out the door. And surprisingly the inventory from those guys has been pretty good thus far.”

Again, though, there’s no clear pattern from a supply perspective, taking into account an experience like Merkel’s. She noted that, even though Round House has most of its pre-season ski orders filled by now, special orders are another story entirely.

“Our story with hardgoods is shipping delays,” sayidMerkel. “Companies are short-staffed, they don鈥檛 have the manpower to get special orders out, and that causes a trickle-down effect. We’ve been turning people away on the hardgoods side for special requests, just telling customers we’re sorry, but we can’t get them what they need.”

Add to that a massive fire this fall that burned down the main ski factory for Fischer, one of Merkel’s big vendors at Round House. Hardgoods have been wildly unpredictable, even with some modest success at getting orders filled, she says.

Solution: Sourcing from Multiple Vendors and Leaning on Relationships

One workaround many retailers have pursued is quick pivots to different vendors.

“We鈥檝e been able to keep things going because we have three or four vendors for each of the items in camping, which is a big category for us,” Chatinsky said of Ute Mountaineer. “For instance, in the past we’ve ordered solar showers from Tech Sport, Coghlan鈥檚, and Reliance. Those channels are all open, so if one of them closes, we lean more heavily on the other two.”

Chatinsky says that, in his view, that communication and multiple channels to source product are key to managing inventory chaos as the pandemic progresses.

“Of course, that’s just another way of saying it’s all about relationships,” he said. “When it comes down to crunch time, relationships will sink you or keep you afloat. When you call a vendor and get a friend on the other end of the line, that’s when things get done for you. Pay attention to who you do business with and why. It鈥檚 not all about price.”

Vogel echoed the sentiment, and says that another important factor is nimbleness.

“You have to be quick on your feet,” he said. “You have to anticipate shortages and either stock up ahead of time鈥攍ike we did with fuel canisters this summer鈥攐r pivot quickly and look for smaller quantities of similar items from different vendors.”

Of course, pivoting to new vendors and maintaining relationships are two strategies that don’t always play well together. Frank, at The Trail Head, says he chose not to introduce uncertainty for his vendors out of respect for their business. They rely on him just as much as he relies on them, after all.

“We talked about pivoting to new suppliers, but we wanted to stick with the people we鈥檝e always been working with,” Frank said. “We鈥檝e had some new vendors reaching out. I got an email yesterday from a big brand鈥擨 won’t say who鈥攖hat started as a direct-to-consumer operation and now wants to get into wholesale. We鈥檒l probably take a hard pass on that. We want to support people who have supported us in the past. That’s just how it works.”

For Merkel, the courtesy of sticking with your old partners has another benefit鈥攊t gives you room to ask for flexibility when needed. That give-and-take might include discounts, shipping assistance, or changes to invoice dating.

“The willingness to flex is different for each company,” Merkel said. “When we go and ask our vendors to ship additional product or cover freight, we know they鈥檙e in a hard spot too. But that doesn’t mean we haven’t done it. One area we鈥檝e succeeded in is asking our vendors to pay for expedited freight. We tell them we need such-and-such product, we can鈥檛 wait weeks, so we need you to ship it overnight and cover that cost. And most of the time they’re willing. Yes it’s a big ask, but ultimately it’s to support sell-through, which benefits them too.”

Frank says that his big ask always comes down to invoice dating. He doesn’t push his vendors too hard to ship product faster, but he does insist on keeping the timeline for payment at its agreed-upon length if an order arrives late.

“My standard approach is, if you ship something 30 days late, I鈥檓 adding 30 days to the dating for payment. I鈥檓 going to call up and ask for more time, because we had less time to sell it,” he said. “To me, that just makes sense.”

How Are Customers Handling It?

In the end, all these retailers seemed to agree that customer flexibility is a big factor鈥攑erhaps the biggest鈥攊n dealing with inventory challenges during the pandemic. If customers are willing to wait a little longer for their gear, reserve pickiness about color and other details, and occasionally shop around for carryover product from last season, much of the inventory chaos can be buffered enough to keep retailers and brands going until things even out again.

“Thankfully, there鈥檚 a push this year to shop local,” Merkel said. “People know that shipping is backed up, and they’re sympathetic. Many consumers still want to buy things locally. Even if we can’t guarantee special orders or promise to have every single new product in stock, the forgiveness of our customers can get us through. And we won’t forget that when things get back to normal.”

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With all due respect to the many great outdoor sock brands out there, let鈥檚 be honest: For most consumers, socks are a commodity. So when the folks at Nester Hosiery,聽a North Carolina sock maker, decided to launch a private label line called Farm to Feet in 2013, they knew they had to do something that would help them stand out. They landed on two key things: First, they would build socks that relied completely on a U.S. supply chain. Second, they would embrace total transparency.

A prime example: When the leaders looked around the factory floor, they were appalled by the piles of wasted raw mate- rials they saw, and asked themselves how they could divert waste from the landfill. The result was the Remix collection, launched in 2019, which turns these excess fibers into new socks. 鈥淭his allows us to extend the life of existing materials while we figure out how to create less waste in the future,鈥� said Katie Kumerow, director of sustainability for Nester Hosiery.

Supply chain transparency is a fairly new concept. Fifteen years ago, nobody cared about where a product came from as long as it worked. But over the last decade鈥攁nd even more so in the last five years鈥攖ransparency has emerged as a key corporate value in the outdoor industry and beyond.

Not only are we seeing governments, stakeholders, and NGOs demanding information about where goods come from, consumers are demanding it.

鈥淲ith the way people can track and trace everything these days, it鈥檚 very important to be open and honest,鈥� said Ralph Oliva, professor of marketing at Smeal College of Business at Penn State University. Consumers are spending unprecedented time online researching the companies they support. That鈥檚 why, he says, more and more outdoor companies are lifting the veil when it comes to how they operate.

Farm to Feet drills into all aspects of its operation on its website, which features a prominent 鈥淥ur Supply Chain鈥� tab with a wealth of information about where its materials come from, how and where its socks are made, and the people involved in every step. The company has invested heavily in communicating its story via packaging, custom videos, and more.

Supply Chains Can Be Messy

Even if businesses find unsavory things when digging deep into their supply chains, these days it鈥檚 scarier not to be transparent about what you find. 鈥淏rands may discover things they aren鈥檛 proud of, but the best course is to fess up and admit it鈥檚 something they鈥檙e working on,鈥� said Oliva. 鈥淭he right customers will stay with you.鈥�

Transparency does eventually pay off, says Alex Scott, assistant professor of supply chain management at Michigan State University. 鈥淲hen companies audit suppliers, develop trusting relationships with them, and write contracts with penalties for unethical behavior, it will eventually lead to increased sales. Our research shows that people will pay 2 to 10 percent more for products from companies that provide聽greater supply chain transparency.鈥�

He emphasizes that transparency isn鈥檛 so much about perfection as it is about progress.

Leaders in Transparency

Patagonia was an early adopter of transparency. According to the 2020 Fashion Transparency Index, it ranked seventh among 250 apparel companies analyzed (see right).

聽The Most Transparent Outdoor Companies

The 2020 Fashion Transparency Index ranks 250 large companies (with at least $400 million in annual sales) on their transparency in five categories: Policy & Commitments; Governance; Traceability;聽Know, Show &聽Fix; and Spotlight Issues.

These outdoor companies scored in the top 75 positions: Adidas (#3); Patagonia (#7); The North Face (#8, tied); Timberland (#8, tied); New Balance (#29); Helly Hansen (#60); Fja虉llraven (#69, tied); Mammut (#69, tied)

In 2012, Patagonia launched a blog called Footprint Chronicles with a simple mission: to 鈥渂e completely honest about where our products come from and the resources required to create them.鈥�

Vincent Stanley, Patagonia鈥檚 director of philosophy, has been involved with the blog from the beginning. Although he says it鈥檚 impossible to say how Patagonia鈥檚 transparency efforts have affected sales growth, it鈥檚 clear that the company鈥檚 honesty has created a lot of trust that they might not have had with products alone. 鈥淲e make our values and how we act on them crystal clear,鈥� said Stanley. 鈥淎nd we don鈥檛 shy away from talking about shortcomings.鈥�

For example, in 2014, Patagonia published an article called 鈥淧atagonia鈥檚 Plastic Packaging: A Study on the Challenges of Garment Delivery.鈥� In it, the company admitted that it was contributing to the world鈥檚 plastic problem via shipping the garments it sells in polybags. The article details a series of failed experiments aimed at finding more sustainable solutions, like roll-packing with twine and paper mailers. As of fall 2019, Patagonia switched to 100 percent recycled polybags that can be sent back to the company for recycling (a spokesperson reports that 25 percent of bags shipped get returned).

Keen also has a strong transparency track record and, like Farm to Feet, a wealth of information on its website detail- ing its efforts. An example: In 2013, Keen decided to examine its waterproofing treatments, which contained perfluorinated chemicals (PFCs) that have been linked to a host of health problems. The company got to work. After 1,000 hours of testing, they hit upon non-toxic, PFC-free alternatives that met their quality standards. To date, this change means Keen has avoided using more than 150 tons of perfluorinated chemicals. 鈥淚t took cooperation and trust across our entire supply chain,鈥� said Chris Enlow, senior director of philanthropy, advocacy, and sustainability. 鈥淲e would never had gotten here without transparency.鈥�

And it鈥檚 not just consumers that are looking to support this kind of transparency, says Enlow. 鈥淩etailers are also demanding it in order to curate responsible and sustainable collections in their shops.鈥�

Lindsey Barr manages Blue Ridge Hiking Company in Asheville, North Carolina, which specializes in small batch ultralight gear. She says sourcing products with transparent supply chains gives them a leg up with customers. 鈥淚t鈥檚 a way to differentiate what we sell from what everyone else sells,鈥� she said.

Beyond the Supply Chain

Other types of corporate transparency are equally important. Transparency in diversity, equity, and inclusion efforts is also on the rise among outdoor companies and recent events have created a sense of urgency. 鈥淚t鈥檚 imperative that to begin the work of DEI, a company must first be transparent鈥攁t least internally鈥攁bout the racial diversity of their employees and their failures to recruit or maintain a diverse work force,鈥� said Teresa Baker, founder of the Outdoor CEO Diversity Pledge.

Merrell, which signed the Pledge in early 2019, has fully embraced transparency in its DEI efforts and is among a handful outdoor brands doing an outstanding job, says Baker.

Merrell knows that looking into the mirror is key to driving meaningful change. 鈥淪ince signing the Pledge, we鈥檝e done brand-wide, formal, biannual training sessions on JEDI topics,鈥� said Chris Hufnagel, global brand president. 鈥淲e have a culture audit next month that will inform our 2021 team learning sessions, and we鈥檒l also be implementing a scorecard to keep us moving forward. [Merrell will share the results of both with customers.] As we continue the journey to diversify our team, our Merrell senior leadership team now more closely reflects the diversity of the population.鈥�

Transparency is the Future

Nester Hosiery鈥檚 Kumerow says brands need to be fearless in their transparency efforts. 鈥淏y working to improve鈥攚hether it be supply chain or DEI efforts鈥攁nd shooting straight, we鈥檙e opening the door for deeper connections and loyalty among our customers.鈥�

And hopefully that will be the saving grace as brick-and-mortar retail comes out of coronavirus hibernation. Kumerow says that when that happens consumers will want鈥攎ore than ever鈥攆or the products they purchase to align with their values. She thinks that will give brands like Farm to Feet, which shares openly, an edge over the competition.

In the end, the labels we wear are more than just labels. They stand for something, and most people want to know what they stand for.

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After all but losing spring 2020 to the pandemic, retailers and consumers alike are looking for gear to get excited about in 2021. So excited, in fact, that we decided to add their votes to our ranking of next season鈥檚 top products. Together, we鈥檝e pored over, narrowed down, and rated this year鈥檚 submissions to bring you the 50 most coveted products, ranked.

With all the supply chain disruptions and bleak sales during the pandemic, many brands and retailers are focused on selling through what鈥檚 currently in stock. So we opened up our TV50 nominations to select in-line products as well. They are indicated below with the label “Available Now.”

Breaking Down the Votes

How did we come up with this list? We received 359 submissions from 159 brands. Prices ranged from $2 (for a packet of energy gel) to $4,799 (for a kayak). We culled the list to the most interesting 65 products, then put these finalists out for a vote among three different user groups: our internal editorial team, a panel of retail shop owners, and consumers drawn from a group of superfans of BACKPACKER, our sister publication. Everyone voted on each product, assigning a rating from one (not interested) to ten (very interested).

Here are the top picks of each voter group.

TOP PICKS FOR RETAILERS: Big Agnes TwisterCane Pad; Nemo Roamer Double Sleeping Pad

TOP PICKS FOR CONSUMERS: PrimaLoft Gold with P.U.R.E. tech; Big Agnes TwisterCane Pad and Leatherman Free T4 (tie)

TOP PICKS FOR OUR EDITORIAL TEAM: PrimaLoft Gold with P.U.R.E. tech; Big Agnes Sidewinder bag

1. PrimaLoft Gold with P.U.R.E. Tech

$199 (for Patagonia Nano Puff Jacket, insulation pictured above)

THE PROMISE: This new synthetic insulation makes
a massive dent in carbon emissions.

THE DEETS: Patagonia鈥檚 Nano Puff will be the first jacket to feature the lightweight and highly compressible PrimaLoft Gold P.U.R.E. (Produced Using Reduced Emissions), a 100 percent recycled synthetic microfiber material. The production process saves roughly half the carbon emissions by binding the synthetic fill without heat, instead using an eco-friendly treatment to cure it with air.

2. Big Agnes Twister-Cane Bio Foam Pad

$50

THE PROMISE: This superlight pad (8 ounces) is made from sugarcane, not petroleum.

THE DEETS: For the first time, a closed-cell foam mat is made from renewable material grown with rainwater, reducing the industry鈥檚 dependence on EVA foam.

3. MSR Guardian Gravity Purifier

$250

THE PROMISE: Get pure water in minutes without breaking a sweat.

THE DEETS: The MSR Guardian Gravity Purifier uses two stages for purification. The hollow fiber technology removes viruses, bacteria, and protozoa, while the activated carbon reduces chemicals, tastes, and odors. The result: one liter of clean water in two minutes without any pumping. Bonus: no backflushing necessary, as the integrated purge valve does the work.

4. Leatherman FreeT4

$65; Available Now

THE PROMISE: Get a multitool with true one-handed operation.

THE DEETS: Twelve tools are accessible from the outside with simple magnetic聽closures, an architecture that eliminates fingernail use to deploy. Everything鈥攆rom the four screwdrivers to the bottle opener鈥攆it in this compact (3.6-inch) and light (4.3-ounce) package.

5. Osprey Aether/Aerial Plus 60L Packs

THE PROMISE: This updated version of a proven winner supports even heavier loads.

THE DEETS: The Plus version of the Aether (men鈥檚) and Ariel (women鈥檚) features a lighter frame that carries closer to the body to better stabilize heavy loads, yet remains breathable and comfortable. The lid detaches to convert into a daypack, or just to slim down the pack for shorter trips.

6. Primus Lite+

$115

THE PROMISE: Get a back- country stove for every kind of chef and every kind of meal.

THE DEETS: Versatility is the name of the game for the 16-ounce Lite+. It鈥檚 equally adept at quick-boiling (2:45 per half liter) and gentle simmering, plus it has a low center of gravity and even flame distribution. Bonus: includes a hanging kit.

7. Honey Stinger Protein Waffles

$27 (12 pack);聽Available Now

THE PROMISE: These snack waffles pack a protein punch.

THE DEETS: Now with ten grams of protein per pack, these anytime snacks aid muscle recovery and taste like a treat. Wild Berry or Apple Cinnamon filling is sandwiched between two thin, crisp waffles. Our taste testers keep asking for more.

8. BioLite HeadLamp 750

$100

THE PROMISE: It鈥檚 almost as bright as your car鈥檚 headlights yet weighs only five ounces.

THE DEETS: With six light modes, a burst option to briefly produce 750 lumens, and a 400-foot beam on max, this headlight screams safety and versatility. The battery lasts five hours using 500 lumens, but a full 100 hours on low, with an eight-hour reserve power mode and powerbank. Trail runners and mountaineers alike will love the constant brightness mode. Most lights using alkaline batteries dim, but the use of lithium batteries pre- vents the typical discharge curve and keeps the lumens in a steady state.

9. NEMO Roamer Double Sleeping Pad

$400

THE PROMISE: This plush pad for two is so comfy you just might forget that you鈥檙e camping.

THE DEETS: With four inches of open-cell foam and an R-value of six, this double-wide, self-inflating pad provides a deluxe mattress covered in soft, recycled polyester fabric. The included pump means speedy inflation.

10. Big Agnes Sidewinder SL

$280

THE PROMISE: It鈥檚 the ultimate sleeping bag for side sleepers.

THE DEETS: 70 percent of us sleep on our sides and now there鈥檚 a bag built
just for us. The Sidewinder contours to a side sleeper鈥檚 position while also allowing freedom of movement for rolling over. Even the foot box is contoured to the angle of the side sleeper鈥檚 feet. Body-mapped fill (650-fill DownTek with synthetic overlays near the hips and feet) optimizes warmth.

11. Klean Kanteen Food Boxes

$15-$60

THE PROMISE: These reusable, super-tough containers are ideal for storing snacks.

THE DEETS: Sold as a set or in three different sizes, these dishwasher-safe, stainless-steel storage containers don鈥檛 rust, shatter, or retain flavors (like plastic containers often do). The silicone lids are leak-proof and BPA-free, and the containers are sized for trail mix, sandwiches, or a whole picnic lunch.

12. PHOOZY Apollo II

$35;聽Available Now

THE PROMISE: Protect your phone in the wildest environments.

THE DEETS: If anything can protect your phone from the elements, it鈥檚 NASA space suit technology. The Phoozy combines a thick EVA foam with a patent-pending chromium thermal layer and UV coating that protects the battery from dying in the cold and overheating in the sun.聽The case is water-resistant and protects against drops up to eight feet.

13. POC Sports Tectal Race NFC聽SPIN Helmet

$250;聽Available Now

THE PROMISE: This helmet protects you during and after a biking accident.

THE DEETS: Thanks to a near-field communication (NFC) medical ID tag in the helmet, first responders can instantly read your medical profile via any NFC-enabled smartphone and use it to inform medical decisions when you鈥檙e unable to speak. The fully wrapped construction, combined with POC鈥檚 patent-pending SPIN (Shearing Pads Inside),聽silicone-injected pads, and precision straps, improves rotational impact and structural integrity, but the helmet still weighs less than 14 ounces.

14. Gregory Katmai/Kalmia 50-65L

$260 (55L)

THE PROMISE: This pack moves with your body to provide ultimate comfort.

THE DEETS: The Katmai (men鈥檚) and Kalmia (women鈥檚) packs feature a ventilated, suspended mesh backpanel that cradles your lower back for fit and comfort. The customizable 3D hipbelt hugs the body and decreases rubbing and hotspots.

15. Six Moon Designs Wild Owyhee 2P Tent

$600;聽Available Now

THE PROMISE: Even the tallest campers can sit up straight under this tarp tent.

THE DEETS: The dual-pole design affords 48 inches of headroom, and not just at the center point. Two doors and vestibules offer convenience, storage, and access. The No-See-Um mesh skirt perimeter provides full ventilation and bug protection, and of course you get complete rain protection, all for just one pound.

16. Patagonia Provisions Cacao + Mango Bar

$27 (12 pack);聽Available Now

THE PROMISE: This natural fruit bar breaks the granola bar mold.

THE DEETS: Our testers say these bars make you feel like you鈥檙e on a tropical island, thanks to the organic blend of sun-dried mangoes, cacao nibs, bananas, and almonds. The pocket-size聽bar delivers 140 calories.

17. Black Diamond Capitan MIPS Helmet $100

THE PROMISE: Maximum head protection doesn鈥檛 need to be hot, heavy, or uncomfortable.

THE DEETS: With a sleek, cradled fit and plentiful brain coverage, the Capitan is cool and comfortable without compromising noggin protection. The MIPS technology absorbs and redirects oblique impacts to the helmet.

18. SPOT Gen4 Satellite Messenger

$150

THE PROMISE: This one-way communication device聽stands up to the roughest elements.

THE DEETS: The newest SPOT Gen4 messenger has an upgraded outer casing and water-resistant rating (IP68), plus prolonged battery performance, all for less than four ounces. The new mapping option stores more than 50 waypoints for tracking.

19. Cusa Coffee

$6 (seven pack);聽Available Now

THE PROMISE:聽Get gourmet coffee on the go.

THE DEETS: Cusa took the instant tea world by storm a few years ago, and now it鈥檚 jumping into the instant coffee game. For cold or hot brew, just shake or stir with water for ten seconds to dissolve the blend. We got a sneak taste test and the verdict is thumbs up! Available in a variety of roasts and flavors.

20. Voormi Diversion Hoodie

$249;聽Available Now

THE PROMISE: It鈥檚 the cozy, stink-resistant hoodie you鈥檒l reach for over all the others.

THE DEETS: This 21.5-micron merino wool jacket is reinforced with nylon fibers and finished with a DWR coating to deliver protection against the elements. Features include integrated thumbholes, a chest pocket with a headphone port, and a relaxed fit.

21. LEKI Cross Trail 3A

$150

THE PROMISE: These poles are purpose-built for both trail running and backpacking.

THE DEETS: At just over a pound per pair, the three-section Cross Trail 3A is a light and strong aluminum-shafted pole with a glove-like grip/strap system to help runners sail down the trail or trekkers power up big climbs, all while keeping a relaxed hand.

22. HOKA One One Clifton Edge

$160

THE PROMISE: The unique heel geometry creates a聽smooth impact and an un- matched gliding sensation.

THE DEETS: The newest Hoka debuts a lighter top layer of midsole foam paired with a radically extended heel section to absorb heel strike forces. The weight is just 7.2 ounces per shoe with 26mm of cushion in the heel and 21mm in the forefoot.

23. Big Agnes Goosenest Inflatable Cot

$150

THE PROMISE: This inflatable camp cot (pictured upside down to show the structural design) gets you off the ground for comfortable snoozing and packs down small for easy transport.

THE DEETS: The perimeter tubes elevate it 8 inches off the ground and stabilize the sleeper in the middle of the cot, even on uneven ground. The antimicrobial treatments inside the chambers prevent mildew, odors, discoloration, and degradation. At less than three pounds, it transports easily.

24. Superfeet Trailblazer Comfort Insoles

$50;聽Available Now

THE PROMISE:聽Give your feet extra protection and comfort on the trail.

THE DEETS: This insole enhances the stability and comfort of any trail runner or boot and offers retailers a great upselling opportunity. Built with heel impact technology, shock-absorbing, dual-comfort foam, and a carbon-fiber stabilizer cap, these will turn the miles into smiles.

25. Therm-a-Rest聽Air Head Pillow

$43 – $48;聽Available Now

THE PROMISE: Get a better聽night鈥檚 sleep with this lofty but light synthetic pillow.

THE DEETS: Backpackers will hardly notice the extra 5.6 ounces, but they鈥檒l appreciate the comfort of this four-inch-thick baffled inflatable pillow after a long day. It comes in two sizes and is shaped to fit into the hood of a sleeping bag. The brushed polyester outer is machine washable.

26. Vasque Footwear Satoru Trail LT

$150

THE PROMISE: This minimalist shoe protects and supports like a midweight hiker.

THE DEETS: The Satoru Trail LT strips away everything but comfort and versatility. With zero drop for a natural stride and a one-piece molded mesh upper (no overlays, stitching, or glue), it鈥檚 lightweight but protective.

27. Cotopaxi Teca Calido Hooded Jacket

$150

THE PROMISE: A little bit casual, a little bit technical, this colorful jacket diverts scrap textile from the landfill.

THE DEETS: Made from a combination of repurposed and recycled materials, this two-ounce insulated wind- breaker is sure to pop off the rack. It鈥檚 also reversible. One side features Cotopaxi鈥檚 signature color-blocking; the other a more subdued solid hue.

28. Matador SEG42

$190;聽Available Now

THE PROMISE: This load hauler combines the best features of a backpack, duffle bag, and packing cubes into one.

THE DEETS: With five zippered compartments, this 42-liter travel bag keeps you organized. Carry it like a pack or stow away the shoulder straps and use the top or side straps for duffel duty. It鈥檚 carry-on compliant and the nylon shell is durable and water resistant.

29. GSI Outdoors Lite Cast Frypan

$29

THE PROMISE: Get cast-iron performance without the weight.

THE DEETS: Traditional cast iron fry pans are heavy, but, at three pounds, this thinner, ten-inch skillet is 30 percent lighter than most. The polished cooking surface prevents sticking and eases cleanup.

30. Smith Lowdown 2 CORE

$129;聽Available Now

THE PROMISE: Eco-conscious adventurers will wear these shades with pride.

THE DEETS: Created from recycled plastic bottles and castor oil plants, these are glasses you can feel good about. Even the microfiber bag comes from recycled single-use plastics. The polarized lenses reduce glare from sun and snow.

31. Kelty Grand Mesa

$130 (2P) / $190 (4P);聽Available Now

THE PROMISE: This spacious shelter won鈥檛 break your budget.

THE DEETS: Available in a two- or four-person version, this is an ideal three-season tent for entry-level backpackers. The color-coded corner pockets make setup a snap, and the large D-shaped single door and vestibule are roomy for easy entry/exit and gear storage.

32. Black Diamond Tag LT Shoe

$135

THE PROMISE: These approach shoes are so light and packable, they can send the route with you.

THE DEETS: The Tag LTs collapse readily into a flat package no bigger than their midsole, thanks to the two-way stretch polyester upper. A carry strap binds them together and the heel loop makes them a cinch to clip to your pack or harness once you reach the crag. They weigh 15 ounces per pair.

33. Danner Trail 2650 Campo

$140

THE PROMISE: This lightweight, breathable, and grippy low-cut hiker is built for hot, dry, and rocky terrain.

THE DEETS: The Campo鈥檚 EVA midsole provides welcome cushioning and drainage ports, while the Vibram outsole easily tackles the desert鈥檚 sandy and uneven surfaces. The mesh upper and multiple drainage ports in the toebox and heel provide airflow and breathability to beat the heat.

34. LifeStraw Go 1L

$45

THE PROMISE: Fill, filter, and drink with this affordable, all-in-one device.

THE DEETS: The lightweight, reusable LifeStraw Go 1L bottle has an internal membrane microfilter along with a carbon filter, which combine聽to remove bacteria, parasites, and harmful chemicals from up to 1,000 gallons of water.

35. Kurgo Tru-Fit Enhanced Strength Harness

$45;聽Available Now

THE PROMISE: Keep your best friend safe, both in the car and on the trail.

THE DEETS: This multitasking harness works for standard walking as well as for clipping your dog into your car鈥檚 seatbelt system for safe road tripping. With steel hardware and five points of adjustment, the harness passes crash tests designed for child restraints.

36. Helinox Incline Festival Chair

$120

THE PROMISE: It鈥檚 the ultimate festival chair.

THE DEETS: The DAC alloy frame offers stability and support, and the sliding front feet adjust the seat angle for optimal comfort and positioning. The broad, flat contact points minimize impact on festival grounds and without legs, the three-pound chair keeps a low profile, so you won鈥檛 block the action for people sitting behind you.

37. Merrell Moab Speed

$120

THE PROMISE: Merrell鈥檚 best-selling shoe just lost some weight.

THE DEETS: The trail running version of this popular shoe keeps a low profile and weighs just over a pound per pair. The hybrid design tackles varied terrain with a Vibram outsole, ten millimeter drop, layered mesh upper, and padded collar.

38. Hydro Flask Outdoor Kitchen Collection

$20 – $75

THE PROMISE: Kitchenware that鈥檚 ready to rough it, but sleek enough for fancy backyard cookouts.

THE DEETS: Eight pieces, including utensils, bowls, and lids, nest into a tote聽for easy portability. The stainless-steel construction is easy to clean and the double-wall vacuum insulation keeps foods hot or cold during travel.

39. Granite Gear聽Dagger 22L Pack

$100;聽Available Now

THE PROMISE: It鈥檚 the ideal pack for ambitious dayhikers.

THE DEETS: The Dagger utilizes Granite Gear鈥檚 arch system to anchor the frame
to the hipbelt and distribute the load evenly. The 22-liter nylon packbag fits day trip essentials inside, but the stretch side and front pockets give it a little extra capacity.

40. Deuter Future Air Trek 50 + 10L

$250

THE PROMISE: This pack鈥檚 calling card is versatility.

THE DEETS: One pack for all: The ventilated mesh back and fit system adjusts to any body shape or size, while the detachable toplid lets you add or subtract volume. A U-shaped front zipper means you can get to any part of the pack quickly and easily. And a roomy side pocket is big enough for a hydration bladder.

41. Sierra Designs Nightcap

35掳F $150 / 20掳F $170

THE PROMISE: This zipperless bag is built with salvaged materials.

THE DEETS: Recycled, post-industrial fabrics that would otherwise go to waste form the 20-denier ripstop nylon shell, while the synthetic insulation is sourced from recycled water bottles. The bag has a self-sealing foot vent and an integrated pad sleeve.

42. Karukinka Tase

$329;聽Available Now

THE PROMISE: This will be the midlayer you reach for time and again.

THE DEETS: Combining three types of wool鈥攁lpaca, llama, and merino鈥攊nto a single fabric is exciting, but comes at a high price point. All these cold-weather fibers have the overlapping benefits of wicking moisture and staying warm when wet, but the longer fibers of merino increase durability. Alpaca and llama fibers are hollow, contributing to the fast-drying and moisture-wicking performance.

43. 国产吃瓜黑料 Inside Explorer Essential Kit

$50

THE PROMISE: This kit is perfect for any kid who dreams of adventuring.

THE DEETS: Get your kids started early and safely with these essentials for exploring the great outdoors, whether it鈥檚 the backyard or the backcountry. The set includes a pair of binoculars, a legit orienteering compass, LED flashlight, a four-in-one whistle/thermometer, instructions, and a protective carrying pouch.

44. Bogs Footwear Kicker

$45

THE PROMISE: Life hack for parents: These eco-friendly, closed-toed kids鈥� shoes are easy on, easy off, and machine washable.

THE DEETS: Kids can use and abuse these shoes, all while keeping their feet dry, sweat-free, and less stinky. The new Bloom insoles come from algae blooms, which are dried into flakes and mixed with EVA to create a comfortable footbed, while also cleaning up water habitats.

45. Moon Fab聽Moon Shade

$350;聽Available Now

THE PROMISE: Versatile attachment hardware makes it easy to create ample shade whenever and wherever you need it.

THE DEETS: This portable, 420-denier polyester awning can attach to any vehicle or door frame (with heavy-duty suction cups) or even mount to trees, fences, and railings. When deployed, there鈥檚 nine by seven feet of coverage with UV protection and reflective coating. At eight pounds (including its own carrying case), it can easily go from ball games to campgrounds.

46. Odlo Active F-DRY Light Eco Sports Baselayer

$45

THE PROMISE: This fast-dry- ing tee is ideal for serious aerobic activity.

THE DEETS: Combining polypropylene with recycled polyester, this short-sleeved baselayer has a push-pull effect to regulate body temperature and keeps you smelling like a rose. And it鈥檚 ultralight at less than half an ounce.

47. EDELRID Tommy Caldwell Eco Dry CT 9.3 Rope

$300-$380

THE PROMISE: It鈥檚 a rope as eco-conscious as Tommy Caldwell himself, with the first and only dry treatment that鈥檚 safer for the environment.

THE DEETS: Available in three lengths with a 9.3-mm diameter, the rope coils without tangles and has extreme abrasion resistance. The bi-color sheath makes finding the middle a cinch. And the Eco Dry 100 percent PFC core and sheath dry treatment are free of the fluorochemicals commonly used to provide water- and stain-resistance to climbing ropes.

48. Level Six Freya Drysuit

$900

THE PROMISE: This women鈥檚 drysuit has a unique rear access so she can answer nature鈥檚 calls, quickly.

THE DEETS: The zipper for the rear relief area is designed to be non-irritating when paddling in a kayak, sitting on a raft, or standing up on a paddleboard鈥攕o basically comfortable all the time. The waterproof/breathable fabric is articulated for unrestricted movement, with reinforced knees and elbows聽for durability. The adjustable waistband system provides a precise fit.

49. MTHD Traverse Trail Run Short

$95

THE PROMISE: These men鈥檚 shorts are built to beat friction and irritation.

THE DEETS: A stretchy, 20-denier nylon paired with an underlying Polartec Power Dry polyester built-in boxer brief grants the flexibility and breathability runners need. A Polartec NeoShell pocket keeps your phone protected from sweat even while you鈥檙e Strava-ing a full day.

KEEN Ridge Flex Mid*

$170

THE PROMISE: These boots actually make hiking easier.

THE DEETS: KEEN says that the pliable TPU inserts at key flex points (across the forefoot and at the Achilles heel) in this midweight hiker require 60 percent less energy to bend. That saves energy and combats foot fatigue, but it also nixes break-in times and improves durability, as leather tends to break down earlier at flex points.

*This last-minute entry missed our deadline for voting but we love the innovation and suspect it would have scored well, so we鈥檙e including it here without a ranking.聽

The post The Voice 50: The Hottest Gear of Next Season appeared first on 国产吃瓜黑料 Online.