OutDoor SHOWCASE 2012 - OutDoor Friedrichshafen

FRIEDRICHSHAFEN, GERMANY
2012 JULY
12 – 15
THE OUTDOOR
SHOWCASE
PRODUCTS. TRENDS. MARKETS.
WWW.OUTDOOR-SHOW.COM

Escaping the
Austerity Trap!
At the beginning of the year I had an interesting conversation with
the chief of a U.S. company who told me: “Outdoor activities are
the perfect way to get disconnected.” He was referring to the daily
trouble in professional life with e-mails, phone calls, countless unread
newsletters and short messages with this statement. “Our bodies
and souls need a rest from all that from time to time”, he said,
“and a break outdoors is the right remedy to all those challenges.”
My brief reply was, “I don’t understand then why do you market jackets
which feature pockets especially designed for smartphones?”
My interviewee laughed, stating that I was right. The lesson that
I took from this conversation was that we, no matter whether we
talk about individuals, our industry or even entire nations, are all
connected. Sorry, the provider of our lives says, disconnection is
not possible.
This is truer now more than ever. Today our industry is watching
Friedrichshafen whereas all other people are looking at the fate
of Europe with growing anxiety and also at those countries on the
continent that are dramatically connected by a currency which is
at stake. The future of the euro is an essential issue we cannot
escape from, neither during the day nor at night. We’d better stay
connected.
The financial crisis of 2008 - 09 actually helped the outdoor business
to bloom, notably in the U.K., where consumers tended to go
hiking at home instead of spending money on costly holidays in
Thailand, Canada, South Africa or any other attractive part of the
world for that matter. People stayed at home and went camping.
All in all the outdoor industry successfully managed to prove that
what they have on offer is actually inexpensive and that not only do
people get gear for a fistful of money, they also become a dream - a
wonderful stay in the great outdoors.
At present the situation looks slightly different. Europe, along with
other important regions of the world, is at a crossroad: The global
disease with which the world’s economy is struggling calls for remedies,
and there are two competing. Should we spend more to
keep the consumption going? Or is austerity the right approach to
get out of this situation?
Let us be, at least for a second, honest to each other, to others
and perhaps most importantly to ourselves. We, as an industry, try
hard to sell products but, frankly, it is consumption we are all after.
No consumption, no industry, that is very easy to understand, but
where should we go from here if austerity is exactly the thing that
some leading politicians suggest to weather the storm? Is an industry
like ours, which is based on consumption, doomed?
The answer is no, it is not. The outdoor trade should make one
thing clear, what it has on offer is the cheapest way to make dreams
come true, perhaps not in destinations far away from home, but in
those that are just around the corner.
This message is not an invitation for trading-down. Customers who
have the money for the best and latest gear will always be around.
There will, however, be more and more consumers who have less
and less money to spend over the coming months, so don’t sell those
people equipment, sell them a dream, an inexpensive one which
will come true just around the corner. They will buy it.
We herewith wish you a successful show. OutDoor is the
industry’s best way to stay connected.
Markus Huber
(the editor)
03
editorial

04 contents
06
08
16
CONTENTS
Direct line from supply to consumer 06
and back to retail
The Gore-Tex Experience Tour connects the whole supply chain
Plenty of money for a better world 08
EOCA has raised its first €1 million of funds
Tropical adventure 16
Exploring the Brazilian outdoor market
Scandinavia’s hidden gem 20
Perspectives and challenges in Norway
A Gallic village built to resist 25
Au Vieux Campeur’s atypical rise to French
market leadership

20 30
32
Bikes make a big splash at Lake Constance 30
Get prepared for Eurobike’s 21 st edition
Welcome to the realm of unlimited opportunities 31
Chinese business will soon meet at the Asia
Outdoor in Nanjing
Check them out! 32 - 45
Brand new products at the show
Meet the Writers, Imprint 46
05
contents
© Morten Helgesen | www.visitnorway.com

The Gore-Tex Experience Tour connects the whole supply chain:
Direct line from
supply to consumer
and back to retail
A paradise that’s just around the corner: The participants of the AlpCross will enjoy spectacular views like this one on their way from Austria’s Ötztal to Italy’s Schnalstal.
Successful market penetration has become a tricky thing since the tools to reach both retailers and consumers
have become numerous – from Facebook to Youtube and from printed media to traditional training of sales staff.
This year’s Experience Tour of Gore-Tex impressively highlights how integrated communication campaigns can
create traffic in the outdoor shops.
06 trends:multi-channel marketing
The key to creating a community is fun, and fun in the outdoor scene means
nothing less than adventure. It is quite an unusual step for a supplier like Gore-Tex
to address the consumers directly. That is normally the job of the brands and/or
the retailers to address end customers. The Experience Tour targets the consumers
to create a community that identifies itself with the brand Gore-Tex. If the series
of events works out successfully, the participants will go to the shops to buy more
gear and what is even more important tell their friends, whether personally or
through social networks, about the wonderful experience that they enjoyed in the
great outdoors.
When the Experience Tour premiered three years ago it turned out to be a great
success. Whilst this year’s series of events has its focus on pure adventure, last
year’s edition directly connected the consumers with brands, where lucky outdoor
enthusiasts had the chance to manufacture their own pairs of shoes at Meindl and
La Sportiva or to tailor their own jacket at Mammut.
Multi-channel communication – on- and offline
The most efficient way to reach potential members of such a community is
through the internet, due to the fact that organisers of the tour can automatically
assume that present or potential future outdoor enthusiasts are already connected
through social networks or other sites of interest in the web. Therefore, Gore-Tex
did not only create its own microsite (experience-tour.com) and Facebook page,
but they have also teamed up with strong media partners such as National Geographic
or 4-seasons.de, the web-based customer magazine of Globetrotter Ausrüstung,
the big German specialty outdoor retailer. Such publications have various
tools to transport the community spirit from Gore-Tex to the consumer, their own
websites, their offer on Facebook and other networks
as well as their traditional printed publications.
There is also a valuable offline tool: Gore-Tex brings
the customers together with well-known heroes from
the outdoor world, those who earn their living from
their passion- from mountaineering legend Hans
Kammerlander to photographer Bernd Ritschel and
members of the British Marines. The lucky winners of
the 2012 tour will be taken to the wilderness of the
Alps, the Spanish Pyrenees and South Wales.
Crossing the Alps with living legends
The Alps, home to the highest and wildest mountains
in Europe and one of the most diverse mountain
ranges in the world. Crossing these mountains on
foot, by fair means, is a once-in-a-lifetime experience
that most outdoor enthusiasts only get to dream
about! This dream could come true for eight European
hiking enthusiasts during the AlpCross event of
the Experience Tour, and that’s not all, this unique
tour is being led by professional photographer Bernd
Ritschel who will be accompanied by leading mountain-experts
such as climbing legend Hans Kammerlander,
weather expert Karl Gabl and Guide de Chamonix
Yann Delevaux.

The AlpCross 2012 project will follow a magnificent alpine trekking route in
the company of experienced, internationally renowned mountain athlete´s, this
unique combination makes the AlpCross so appealing. It will start on 25th August
through to 1st September, in the Ötztal in Austria, then head towards the South
Tyrolean Schnalstal. An exremely spectacular route has been chosen that covers
a distance of approximately 75 km, with ascents and descents totalling 7,000
metres. The participants will be on their feet between 4 to 9 hours a day. The alpine
highlights of the tour are a trek across the Taschach glacier, an ascent to the
summit of the Wildspitze (at 3770 metres the second highest peak in Austria) and
a night spent sleeping under the stars in a bivouac.
Following the bear’s traces
Instructed by foresters, nature enthusiasts will learn how to interpret
the brown bear’s traces.
The lucky four winners of the Experience Tour “Watch bears in the wilderness”
will join an expedition that consists of forestry workers, a biologist and a professional
photographer over a period of four days.
The winners will spend four days, from 13th to 16th September 2012, in the
mountains surrounding the Val d‘Aran in the province of Lleida in northern Spain.
The aim of the expedition is to view brown bears in their natural habitat while
learning the skills and techniques of wildlife photography. It will be an unforgettable
experience in an incomparable setting. This adventure is open to all European
citizens, the only requirements being they must be 18 years of age or over and
interested in nature, the environment and photography.
“Come on, let’s go and watch some humans.” – The Experience Tour
will take hikers to the Spanish Pyrenees where brown bears live.
Surviving the wilderness like marines
The Fan Dance is a test of mind and body. Set in the heart of the Brecon Beacons
in South Wales, the 23.5 km route takes you across ridges to a maximum elevation
of 886 m at the peak of Pen y Fan. There is nowhere to hide when you attempt
the Fan Dance and we are aiming to complete the route– just like British Special
Forces recruits – in 4 hours.
Our team will spend the weekend learning the skills required to complete the
challenge from two British Military Fitness Mountain Leaders. These will includeday
and night time navigation, survival skills, pacing techniques and lightweight
packing. There will also be a fitness test on day one to ensure that everyone is up
to the challenge.
Wearing the right kit is an essential part of overcoming any outdoors challenge,
the team will therefore be kitted out, from head to toe, in the latest Gore-Tex
garments and footwear from Berghaus. The weather in the Welsh hills can change
very quickly, but with Active Shell products the team will be able to continue no
matter what twist the weather takes thanks to its ultra-breathable, lightweight
100% waterproof protection.
Professional advice for the participants of the AlpCross: Photographer
Bernd Ritschel will give useful tips to improve images.
Dancing under the rainbow. The Fan Dance in South Wales is part of this year’s Experience Tour – and the weather won’t be pleasant all the time.
07
trends:multi-channel marketing

EOCA has raised its first !1 million of funds:
Plenty of money for
a better world
© Deutscher Alpenverein
Restoration of the Kaiserjoch Trail, Austria (Nominated by Vaude, chosen by EOCA members)
An urgent project due to a huge rockfall that destroyed a major footpath in the Austrian Alps. Due to the constant danger of further rockfall,
the trail needs to be re-sited on the opposite side of the valley, taking care to keep hikers away from sensitive areas, protecting wildlife.
After having reported last year that 2011 would be a hard act to follow,
we are, on the contrary, standing here this July with more success to reportcertainly,
more than was ever imagined 12 months ago.
08 trends: sustainability
2012 is a year for incredible celebration in
the European Outdoor Conservation Association
(EOCA), due to the fact that the
association and its members are celebrating
breaking the magnificent milestone of raising
its first €1 million in just six years – 100
percent of which has been put straight into
conservation.
And EOCA is not just celebrating having
raised huge numbers in terms of money. It
is also celebrating reaching huge numbers
of outdoor consumers through this year’s
public vote, as more and more of the public
become aware of what the outdoor industry
is achieving.
Following 74 project applications for funding
this year, National Geographic Germany,
Alpin (Germany), TGO (UK), Lift (Netherlands),
Bike & Trekking (Netherlands) and
Wider (France) all published details in their
magazines and online to encourage their
readers to vote for their favourite project
in three separate project categories: nature,
outdoor and alpine. The public vote across
Europe reached over 4 million consumers
via print, online and social media. 100,000
unique visitors came directly to the EOCA
site and a massive 55,263 votes were cast
to help choose which projects would receive
funding.
The voting was nail-bitingly close at times
- at one point in the nature category, there
were only 400 votes separating the top 4
projects! A single post from the winning
project from the outdoor category (Surfers
Against Sewage) on Facebook reached a
staggering one million people.
Three projects were chosen in this way by
the public.
This was then followed by the EOCA
member vote to choose a further three
projects:

Landscape Dynamics in Sagarmatha National Park (chosen
and funded entirely by Nikwax)
This year, Nikwax has chosen a project to fund in its entirety.
Nikwax decided to find its own project that fitted with its
ethos and ideals rather than choosing one from the voting
shortlist. Having checked the project fitted all the required
criteria, EOCA will now manage the project in-house as
it does with all of the funded projects, checking that it is
meets all its aims and objectives which in turn means Nikwax
can have a very tailored environmental giving programme
without the need for extra internal staffing resources:
The PhD study on landscape dynamics in Sagarmatha
National Park in Nepal will examine ongoing landscape
transformation to assess the impact of change on things such
as water provision. It will provide insights into what drives
land use change and what this means for the sustainability
of the region, generating adaptation strategies specific to the
National Park.
Finally, Original Buff will once again entirely fund three
further shortlisted projects, meaning a total of 10 vital nature
conservation projects will be funded in 2012. To find out
which three projects Original Buff chose to fund and hear
more details about the projects mentioned here, come along
to the official project unveiling- Entrance East on Thursday
12th July at 11.30.

Steall Gorge Path Repair (Nominated by Patagonia, chosen in conjunction with Alpin Magazine)
Heavy use and exposure to severe weather is causing serious erosion, damaging sensitive habitats and threatening to make this spectacular trail, through the Steall Gorge to Britain’s
second highest waterfall, impassable. Work will be carried out to combat the damage and strengthen future weak spots. © Carol Newbiggin
© Carol Newbiggin
10 trends:sustainability
Mountain Clean Up (Nominated by Keen Footwear, chosen by EOCA members)
Respect the Mountains organises clean ups, so called ‚Envirotreks‘ each year in different locations in several countries to bring together locals and volunteers to clean up a mountain
recreation area or ski resort after the snow has gone (locations in 2012 in France, Austria, Germany, the Netherlands and the U.K.).

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Conservation of Large Carnivores, West Carpathians (Nominated by Rockpoint, chosen in conjunction with National Geographic Germany)
The main objective of the project is to protect populations of large carnivorous mammals (wolf, lynx and bear) in the Beskydy and Kysuce Mountains in the Western
Carpathians. This will take place by protecting migration corridors through land purchase and land restoration, guarding against hunting and trapping and a public
awareness campaign.
12 trends:sustainability
© Karel Borez

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

Tough EU Action on Marine Litter (Nominated by Patagonia, chosen by EOCA members)
The marine environment has become engulfed with marine litter, severely impacting marine species and habitats. The international network ‘Seas at Risk’ aims to
directly influence the Marine Strategy Framework Directive process, the only European legislative instrument designed to protect the marine environment and reduce
marine litter.
14 trends:sustainability
Coastal Protection Activists, U.K. (Nominated by Smartwool, chosen
in conjunction with TGO, Wider, Lift and Bike & Trekking Magazine)
To involve and educate local communities in the protection
of their coastal environment through beach cleans, talks and
environmental action on marine and coastal pollution via the
training of a network of regional representatives.

HANWAG NEXT STEP / WAXENSTEIN BIO
Hiking with a reduced footprint
With the sleek, low-cut Waxenstein Bio one is ready
for simple outdoor and daily activities.
Hanwag already uses environmentally-friendly
materials such as chrome-free, anti-allergic
leather, CO 2
-neutral Terracare Zero leather and
certified organic leather. From Summer 2013, we
shall be taking the next step towards sustainable
production. Our organic leather BIO footwear will
be available with the new Hanwag CompoSole –
the first ever fully biodegradable outsole for
mountain and trekking footwear.
AXEON GTX ®
Technical and robust
Robust and no-nonsense. The AXEON GTX ® has
a reduced toe spring that makes it particularly
suitable for technical climbing and prolonged use
with automatic crampons. Its waterproof GORE-
TEX ® lining, thermal insulation and Vibram ®
Dolomit sole make it ideal for high alpine or
glacier use. 100 % Made in Germany.
WWW.HANWAG.DE

Exploring the Brazilian outdoor market:
Tropical adventure
The Chapada Diamantina in the state of Bahia, in northeastern Brazil, is a favorite destination for Brazilian hikers.
16 markets: brazil
From the Amazon rainforest to the Serra dos Órgãos, Brazil forms a huge
and stupendous playground for outdoor activities. With intensive efforts
by a handful of Brazilian companies, the country’s outdoor business is also
beginning to take shape.
With the permanent temptation of a caipirinha
amid the lively spectacle of the beach,
many Brazilians understandably rank the
sea as their favorite leisure activity. But this
is beginning to change as more Brazilians
are eager to escape the crowds and to explore
their huge country.
The leading market players estimate that
about 8 million Brazilians practice some
form of outdoor activities from time to time,
and half a million regularly go hiking and
camping in the outdoors – which may still
involve the beach. The numbers are increasing
most rapidly for athletic activities like
trail running and triathlon.
Fernando Oliveira is one of the men who
are making it happen. An avid mountain
biker he started a little business in the early
nineties by sewing saddle pouches in
his kitchen during the evening and selling
them to bicycle stores by the unit.
A few years later he launched Curtló, a
company specializing in outdoor backpacks
and outerwear.
Building an outdoor
community
Based in São Paulo, where it makes its own
products, Curtló is one of the brands that
contributed to the rise of the Brazilian outdoor
market in the late nineties. After many
years of instability the country’s economy
was just beginning to open up, and Brazil
was among the countries most-avidly watched
by investors. Demand started to increase
and specialist outdoor retailers began
to pop up around Brazil.
Yet the owner of Curtló insists that the
country’s outdoor market still has a very
long way to go. “Hiking and trekking are
still not so wide-spread in Brazil as in Europe,”
he explained. “We regard it as one
of our most important tasks to animate the
outdoor community in Brazil, and to educate
consumers about outdoor products”.
The concept of outdoor in Brazil is mostly
associated with adventure travels. Brazilian
outdoor enthusiasts particularly like to
head out to Bariloche, an Argentinian town
at the foot of the Andes, which is so full of
Brazilians that it is often called Brasiloche.
Their growing enthusiasm for adventure
transpires in the numbers of the Brazilian
Association for Eco-tourism and Adventure
Travel (Abeta), an organization that
regroups hundreds of companies around
Brazil’s vast territory. “This is a young and
very active industry,” said Jean-Claude Razel,
Abeta’s president. “It has also become
a lot more organized with the promotion of
safety standards and certification”.
When it comes to business, the Brazilian
numbers remain disappointing compared
with the size of the country. The leading
Brazilian players estimate that the entire
market for outdoor products is worth
about 350 million reais at retail – equivalent
to roughly €137 million.
To put this into perspective, it is not even half
the estimated size of the market in Argentina

with its 41 million inhabitants, compared to
190 million inhabitants in Brazil. Even the
Chilean market still yields more sales than
the Brazilian outdoor business so far.
Part of the problem is the climate, which is
quite warm in nearly all parts of the country.
Another issue is the shortage of mountains
and infrastructure, since there are still few
facilities for hiking and trekking in Brazil.
But many admit that safety probably constitutes
an even more worrying obstacle for
the development of outdoor activities.
Stifling taxes
Mundo Terra, one of the specialist outdoor stores that
popped up in the Moema district of São Paulo.
ducts in Brazilian stores is often double the
price in American stores,” said Armando
Barcellos, a retailer from Rio with three
stores which specializes in triathlon and
sells many technical backpacks. “This ma-
Among the more economic factors, the
expansion of the Brazilian market is badly
hampered by stifling import duties. The
standard duty on most products relevant
to the outdoor market reaches 35%, but
a bewildering array of other duties and taxes
must be added to this. In March 2010,
the Brazilian government further imposed
an anti-dumping duty of $13.85 on almost
any pair of footwear imported from China.
“This means that the price of imported prokes
it much harder for consumers to buy
proper equipment and encourages them
to buy their stuff when they are travelling
abroad”. Foreign brands could avoid the
duties by manufacturing their products in
Brazil, but many of them have failed to find
adequate suppliers and even more so at a
competitive price. Several brands have stayed
away or retreated when they found out
about the price issue and the relative underdevelopment
of the market.
Yet another issue is that the estimated 80
specialist retailers operating in Brazil are often
small companies requiring permanent
deliveries. “This means that you always
have to have stock for about six months in
your warehouse,” said Fernando Andreis,
general manager of Trilhas & Rumos.With
a turnover of about R$ 12 million, this is
a leading Brazilian outdoor brand focusing
on backpacks and apparel. Trilhas & Rumos,
which sells at lower average prices than
Curtló also has its own production plant in
Teresópolis, north of Rio de Janeiro.Specialist
retailers themselves are under increasing
pressure from heavyweights like Décathlon,
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markets:

© Cuca Jorge
which has eleven stores in Brazil and installed
Quechua as a recognized outdoor
brand. Another is Centauro, the only nationwide
sports retailer in Brazil, with more
Annonce compass 210x150 01-06-12 copie.pdf 1 02/06/12 12:25
than 130 multi-brand stores spread over
all states, which countered Décathlon by
launching its own private label for outdoor
products, Nord.
Dedo de Deus, the Finger of God, a landmark in Serra
dos Órgãos national park near Teresópolis, which is
regarded as the cradle of Brazilian mountaineering.
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Yet still, some international players have
found a way to break through in the market,
such as Deuter, Columbia and The
North Face. They are targeting a wider audience,
offering products adjusted to the
Brazilian climate, and betting that outdoor
lifestyle apparel will take hold in Brazil in
the coming years.
Retail pressure
“Young people are learning about the environment,
they are becoming more interested
in outdoor activities,” said Ronald Radomsyler
from Drastosa, a textile company
in São Paulo which distributes Columbia in
Brazil. “Little by little, we have to make sure
that outdoor also becomes part of the Brazilian
wardrobe”.
Barbara Smit
Adventure comes to town
The quickest way to learn about the Brazilian
outdoor market is to take part in the
Adventure Sports Fair (ASF), which brings
together the country’s most prominent
outdoor brands and organizations for
four days in São Paulo.
The fair held in April this year drew about
268 exhibitors and 54,000 members of the
public, who eagerly lined up to try standup
paddling, indoor climbing and a myriad
of other activities. A dedicated business
area welcomed 1,350 trade visitors,
mostly outdoor distributors and retailers.
“This is more than just a fair, it is an event
that is meant to build up the outdoor
community in Brazil,” explained Sergio
Franco, who initiated the ASF. “The outdoor
market in Brazil is not as structured
as in Europe or even in neighboring countries
like Argentina and Chile, which makes
it particularly important to stimulate
the market with such a get-together”. In
case you need any purpose to visit Brazil,
the next edition will be held at the beginning
of May.
Annonce SGi 210x150 01-06-12 copie.pdf 1 02/06/12 12:22
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© Morten Helgesen | www.visitnorway.com
avidly-watched market for outdoor products,
with an inordinately high level of
spending per inhabitant.
“From a very young age Norwegian children
are sent outdoors to grow up by learning
about their environment,” explained Brede
Birkeland, general manager of Platou Sport,
the only proper chain of specialist outdoor
and winter sports stores in Norway, based
in Bergen. “Enjoying the outdoors is very
much a part of what we are”. And Norwegians
don’t always have a choice anyway,
because in some parts of the country it is
quite an expedition to go out for a glass of
aquavit with the neighbours.
With just under 5 million inhabitants, the
country’s outdoor market could be estimated
at the equivalent of about €580 million
in retail sales including VAT last year –
amounting to spending of some €115 per
person. While Norwegians enjoy a wide
array of activities, from hunting to backcountry
skiing and kayaking, this figure focuses
on products for hiking, trekking and
climbing.
To put this into perspective, Norway has approx,
half of the population of Sweden, the
size of the Norwegian outdoor market is
however in the same range as the Swedish
business – implying that Norwegians spend
twice as much on average.
20 markets: norway
Perspectives and challenges in Norway:
Scandinavia’s
hidden gem
Norway’s breath-taking landscapes, like the Jotunheimen mountains, encourage many to head outdoors.
Eight o’clock in the morning,
Bergen railway station: the hall and
platforms are crowded with passengers
who are nearly all clad in the
latest outdoor gear. Some of them
carry hiking poles, others backpacks
and even bicycles. This could be the
start of a mega trekking event, but
it is just a bright Saturday morning
drawing hundreds of people to
Norway’s stupendous outdoors.
Many of the passengers are taking the Bergensbanen,
which cuts across the country
toward Oslo. Rolling on the highest railway
line in northern Europe, it disgorges scores
of people in jaw-dropping spots all along
the way – one valley more spectacular than
the other.
For many Norwegians, this is part of their
way of life. Regardless of the weather, they
actively enjoy discovering the outdoors, preferably
with the right equipment – and
many of them have the means to do so.
This is what has turned Norway into an
Oil money
With temperatures dropping way below
zero in the winter, warm and dry clothing
and footwear are part of the daily attire for
months on end. Norwegian consumers are
very knowledgeable about the qualities of
membranes that deliver protection from
cold and rain. Gore-Tex reports more sales
per inhabitant in Norway than anywhere
else.
Another factor that has buoyed the Norwegian
outdoor market is the disposable
income of its inhabitants. Oil has turned
Norway into a wealthy country, and at least
some of the benefits have trickled down
to consumers: household expenditure in
Norway is about twice the average level in
the European Union (and about 70% more
than in Germany). Many consumers can afford
to pay for outdoor products at a hefty
price, often about 20% more than the price
in other European countries.
Scandinavians have been careful not to
spread the word too loudly: They have kept
the Norwegian outdoor market almost entirely
to themselves. Only a few brands from

other countries have managed to break
through, most of them from Sweden and
North America.
Norway has its own outdoor brands, starting
with Bergans. “We have only begun to
explore international markets in earnest a
few years ago, but Bergans is a household
name in Norway,” said Øystein Bomo, the
company’s sales and marketing director.
“It’s a fair bet that most Norwegians own at
least one Bergans product”.
And many of them probably know that the
company’s founder, Ole Bergan, invented
the backpack with a frame carrying system,
this was patented in 1908 and adopted by
arctic explorers. Bergans reached a turnover
just shy of 700 million Norwegian crowns
(Nok) last year – and with about 75% of
these sales coming from the Norwegian
market, Bergans is by far the largest specialist
brand in the country.
Norway further boasts brands like Norrøna,
which lightens up outdoor stores with
lime green and turquoise blue jackets. Helly
Hansen focuses a lot more on outdoor
in Norway than in other countries. Several
others, from Alfa footwear to Stormberg
apparel, which have yet to attain recognition
in international markets, are all firmly
established in the Norwegian outdoor
landscape. Most of the remaining sales go
to Swedish brands and a handful of others
like The North Face and Arc’teryx.
Mega-store mega-storm
However, the Norwegian market has become
fiercely competitive in the last years
as XXL stormed the country. This is a sports
retailer trading on large surfaces, with an
average of 4,000 square meters and a vast
array of outdoor products. The format is
not unlike Décathlon in other European
countries, with the very important difference
that XXL does not carry any private
labels.
Since it started up eleven years ago XXL forced
the closure of many independent sports and
outdoor retailers in Norway. Its deployment
around Norway has also unleashed heated
competition with Gresvig, the retail group
that runs the G-Sport and Intersport banners
in Norway, and launched its own
mega-store format. With its 293 affiliated
stores, Gresvig still had an estimated share
of about 38% in the Norwegian sports
market in 2011, but XXL and its sixteen
stores in the country (it has opened a few
others in Sweden) moved up with a share
of 18%.
In the last years the two retailers have been
competing with particular ardor around
the outdoor brands that draw consumers
into their stores. Some of these brands
have come to think that they could not sell
to both Gresvig and XXL without getting
caught in the crossfire.
In the last three years, Norrøna, Helly Hansen,
Bergans and Haglöfs have all decided
to pull out of their centralized relationship
with Gresvig, often in favor of more business
with XXL. Some of them referred to
more judicious terms and conditions offered
by XXL, as well as the opportunities
offered by the retailer’s entry into Sweden.
Walker, Aktivreisende aber auch alle, die einen
sportlich eleganten Tagesschuh suchen, werden vom
Tessin IDENTITY und Linosa IDENTITY begeistert sein.
Der Schaft besteht aus einem weichen Anilinleder mit wenigen
Nähten. Das funktionelle GORE-TEX ® -Futter hält die Füße auf
Reisen trocken. Die klebegezwickte Machart ermöglicht eine
enorm große Formstabilität. Das herausnehmbare Fußbett aus
vegetabil gegerbtem Leder ist anatomisch geformt und sorgt so
für die Meindl typische, perfekte Passform. Der sichere Auftritt
wird durch die neue Walkingsohle von Vibram erreicht. Die neu
konstruierte Sohle ist sehr griffig und durch verschiedene Aussparungen
extrem leicht.
IDENTITY – LEDER MIT HERKUNFTSNACHWEIS
Meindl hat schon viele Innovationen im
Schuhbereich auf den Weg gebracht –
die neueste trägt den Namen IDENTITY.
Bei diesen Modellen gibt das Unternehmen
einen detaillierten Herkunftsnachweis auf das
verwendete Oberleder. Damit schafft Meindl
eine lückenlose Transparenz – angefangen
auf der Almwiese, über die Gerberei, die das
Leder in Deutschland umweltschonend gerbt,
bis hin zur Produktion der Schuhe.
Schon beim Gerben wird das Leder mit einer
Identifikationsnummer versehen. Jede Lederhaut
wird dabei gesondert von Hand geprägt.
Diese IDENTITY-Nummer ist später auch im
Schuh verewigt und zwar im Innenteil der
Manschette. Damit können die Kunden die
Vita ihres Schuhoberleders auf der Seite
www.identity-leder.de nachverfolgen.
Tessin Lady Identity
Linosa Identity
Linosa Lady Identity
Hier erfahren Sie mehr
über Identity.
Tessin Identity
OUTDOOR | HALLE A6 | STAND 400
00

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

Norwegians enjoy a wide array of outdoor activities, from hiking to hunting, back-country skiing, Nordic skating and
canoeing, here in the Geirangerfjord.
markets:denmark
©Fredrik Schenholm | www.visitnorway.com
“We have the same suppliers as when we
started and some others have decided to
do business with us, so we must be doing
something right for them,” said Fredrik
Steenbuch, the company’s chief executive.
The vast outdoor section at XXL makes up
about 20% of the retailer’s sales, including
fishing and hunting gear.
“For ADIDAS, Gore is
not just a superior
supplier, but a
great partner for
innovation and
future leadership.“
Rolf Reinschmidt
Senior Vice President
ADIDAS Global Outdoor.
ADIDAS believes that the TERREX
concept with GORE-TEX ® footwear
technology is the perfect answer for
light and fast consumer needs.
© 2011-2012 W. L. Gore & Associates GmbH. GORE-TEX, GUARANTEED TO KEEP YOU DRY,
GORE and designs are trademarks of W. L. Gore & Associates
Trusted brands choose GORE-TEX ® product technology.

Even in the summer, it gets nippy in the Norwegian mountains.
© CH | www.visitnorway.com
24 markets:norway
This makes it the largest category of products
at XXL, with about half of the sales
generated by apparel.
Rifles on display
The mention of hunting is far from anecdotal:
the largest XXL stores contain several
aisles filled with hunting products, including
vast displays of rifles. This is in line
with the practice of outdoor activities in
Norway, where hunting is very much a part
of outdoor life.
This pitched battle between the sports retailers
leaves only little space for specialist
stores. The leading player is Platou Sport,
which reaped sales of about 100 million
Nok including VAT with six stores in 2011.
Another is Skandinavisk Høyfjellsutstyr, a
group of six independent stores, all members
of the Sport 1 buying group. Others are
scattered around the country, and sometimes
selling outdoor products amid all sorts
of equipment required in isolated places.
Undeniably, it remains arduous to find the
right way into the Norwegian outdoor market.
While consumers continue to prefer
Scandinavian brands, the retail situation is
becoming tense, business is also complicated
by the fact that Norway remains firmly
outside of the European Union – and this is
not about to change, the rate of Norwegians
opposing their country’s entry has risen
to more than 70% in the last years.
Yet none of this has prevented hard-working
specialist brands from finding their
way to consumers and reaping handsome
margins at that. A train station on a Saturday
morning might just be the right place
to grasp that Norway is probably the most
under-estimated outdoor market in Europe.
Barbara Smit
Stormberg? Yes, this is one of the many Norwegian
outdoor brands you’ve never heard about, with sales of
about 250 million Nok.
A detailed market research report about
the Norwegian outdoor market is available
for your perusal at the stand of the Outdoor
Industry Compass and SGI Europe in Foyer
West.

Au Vieux Campeur’s atypical rise to French market leadership:
A Gallic village
built to resist
You can spot them from afar
all around the Latin Quarter in Paris-
people hurriedly walking away
clutching a large green plastic bag.
They have just been shopping at
one of the myriad stores opened by
Au Vieux Campeur around the area
as it struggled to cope with an everexpanding
assortment.
The French outdoor retailer’s sign, a drawing
of a hiker with a long white beard who
strides ahead with a walking stick and rucksack,
has become a rallying point for urbanites
who want outdoor equipment. At Au
Vieux Campeur, which prides itself on selling
hundreds of thousands of products at
“honest” prices, they are almost certain to
find whatever they are looking for.
“We are the only ones to have such a wide
choice in France and probably in Europe.
It’s absolutely huge and in fact unrealistic
in terms of management, which makes us
think that nobody could ever replicate what
we do,” says Aymeric de Rorthays, one of
the group’s general managers. “The invest-
ment would be far too heavy. It only works
for us because we have built up a large
base and our suppliers make it possible for
us to operate in this way.”
Pioneering moves
After an opening in Grenoble almost two
years ago Au Vieux Campeur has stores
in nine French towns, all of them in urban
centres. In seven of these towns the retailer
has just one store, but it formed entire
“villages” with nearly 40 stores in Paris and
Lyon. Some of the outlets are tiny stores of
less than 50 square meters, while others cover
up to 2,400 square meters.
“The GORE-TEX ®
membrane has been
complementing our
manufacturing
tradition and most
successful models
for more than thirty
years now.”
Galliano Bordin,
founder of AKU.
AKU’s Galliano Bordin believes in
the company’s partnership with
Gore. SLOPE GTX ® , one of the best
selling products on the Italian
trekking market, equipped with the
GORE-TEX ® membrane, has always
been regarded as an icon of style,
lightness and breathability.
00 markets: denmark
© 2011-2012 W. L. Gore & Associates GmbH. GORE-TEX, GUARANTEED TO KEEP YOU DRY, GORE and designs are trademarks of W. L. Gore & Associates
Trusted brands choose GORE-TEX ® product technology.

Au Vieux Campeur reached a turnover of
almost exactly €150 million including VAT
for the fiscal year until the end of September
2011, which was an increase of about
18% compared to the previous year. It was
aided by the opening in Grenoble, but still
lifted its comparable sales by about 13%
for the year.
The easily recognizable banner was established
in 1941 by Roger de Rorthays,
Aymeric’s grandfather. A former boy scout
he started out by setting up a camping section
at La Samaritaine department store in
Paris in 1936, just after French employees
obtained rights to paid holidays. Five years
later Roger opened his own store on just 23
square meters in the Rue des Ecoles in the
Latin Quarter, which is still the anchor of
the 29 specialised Au Vieux Campeur stores
in the area.
Over the years, the founder and his son,
Jacques-Yves de Rorthays, have expanded
cautiously and stuck to a few principles that
have made Au Vieux Campeur such an emblematic
outdoor retailer in France, and is
still entirely owned by the family. One of the
few things that have changed is that the
pipe in the hiker’s mouth was replaced with
a flower. Otherwise, the concept is still firmly
based on urban stores with fair prices,
knowledgeable staff and an unparalleled
assortment, without any private labels.
Au Vieux Campeur also prides itself on several
pioneering moves: it was the first European
retailer to import The North Face, in
1978, and it continues to introduce brands
that are little-known in the French market,
like Norrøna and Rab. It was also the first
in France, in 1963, to promise that if customers
found cheaper prices elsewhere, Au
Vieux Campeur would reimburse the differential.
This was later adjusted to exclude
prices found on the internet.
An accountant’s nightmare
The spread of online sales has been an issue
for Au Vieux Campeur, since the internet
offers an even wider range of products
than any of its stores. The retailer has harsh
words for online rivals who disrupt the market
with “unrealistic” prices and for many
years it was reluctant to open its own online
store, but finally did so last year, with mixed
results.
“The approach of this company is the opposite
of Décathlon. In fact it’s unlike any
other retailer. The owner is an unusual manager
who developed the banner by himself
and he was able to surround himself with
equally unusual people,” said Joël Rongier,
who heads the stores in Paris, altogether
covering about 5,000 square meters.
Au Vieux Campeur has about 800 suppliers
who deal with 2,000 brands and it has
nearly 1 million distinct products on offer
(including the publishing section, which fills
two stores in Paris and contains anything
from detailed maps of Ulan Bator to special
Scottish Army mountain guides).
This offering still focuses on outdoor products,
but Au Vieux Campeur has also diversified
into other activities that are practiced
in nature, such as diving, skiing and
surfing.
“Our business model would scare anybody
who takes a look at our accounts,” said De
Rorthays. “But it works, because we have
established long-term relationships with
our suppliers, who are very reactive with
us. In fact, we don’t really pre-order any
merchandise, we just continuously hold discussions
and make arrangements with our
suppliers. They know that they can’t work
with us if they are unable to be reactive”.
In other words, the suppliers tolerate the
chaos because shelf space at Au Vieux
Campeur is worth the effort. About 150 of
the retailer’s suppliers make up half of its
sales, but none of them accounts for more
than 3% of its turnover. The other way
around, Au Vieux Campeur is a make-orbreak
account for several specialist brands.
As De Rorthays explains, the retailer’s share
“may be peanuts in the sports market, but
massive for outdoor tents, and even more
so for ice axes”.
Dear friends
The catalogues produced by the retailer
give another indication of the size of the
offering: Au Vieux Campeur puts out four
heavy catalogues, focusing on hiking, water
sports, garments and children’s products.
left: The climbing section at Au Vieux Campeur’s store in Grenoble, opened in October 2010. “In a way, the store consists of several little stores in a single space, all very specialised
and with a wide assortment of their own,” said Bertrand Courbiere, the store’s manager.
26 markets:france
right: Forget the spectacular displays favoured by the likes of Globetrotter: The store furnishings at Au Vieux Campeur are often functional, aimed at displaying as many sizes and
models as possible. Still, Au Vieux Campeur was the first retailer in France to build a climbing wall inside one of its stores and their wooden furnishings give them a warm and authentic
touch.

Some customers, addressed in the catalogue
as “Amis clients” (customer friends), head
out to the stores just for the purpose of picking
them up.
Regarded almost as a guide to the novelties
in the outdoor market, Au Vieux Campeur’s
catalogues run to hundreds of pages, including
advertising: having an ad in the catalogue,
which costs several thousand euros
per page, is almost an obligatory investment
for companies that want to make a
mark in the French outdoor market. They
are printed at about 100,000 copies but
read by many more people.
To deal with all these products, Au Vieux
Campeur likes to hire people who avidly
practice outdoor sports and know their
stuff. They are regularly sent out on product
tests, sometimes for several days.
Never mind if they regularly forget hellos
and goodbyes: “Our store employees are
sometimes a little rough around the edges,
but they are technicians and they are passionate
people who will advise you properly,”
said Joël Rongier. The approach is
clearly appreciated by consumers, who like to
The original Au Vieux Campeur store at 48, Rue des Ecoles in Paris. The retailer’s assortment is scattered between 29
stores, opened one by one in the last years in neighbouring streets of the Latin Quarter. Staff spend a good deal of
their time giving directions: “Shoes? Second to the left, first to the right. Backpacks? Across the street and first left”.
Even Jacques-Yves de Rorthays said he regularly stood on the pavement on Saturday afternoon, ready to help puzzled
customers to find their way to the right store.
return to the stores: Au Vieux Campeur said
that traffic at its stores had not diminished
in spite of the rise of the internet and its
own online store. And it also characterizes
a family company that has sought to avoid
the influence of bankers or any outside
shareholders, preferring to do things in its
very own way.
Barbara Smit
“Engineering our MILLET
Alpine & Trekking boots to
GORE’s high quality
standards enables us
to launch high end
innovative equipment“
Frédéric DUCRUET,
MILLET‘s General Manager
MILLET is the official supplier to the
Chamonix Guides’ Company whose
guides are MILLET Technical advisors
and test MILLET’s equipment in real
life condition.
00 markets:denmark
© 2011-2012 W. L. Gore & Associates GmbH. GORE-TEX, GUARANTEED TO KEEP YOU DRY, GORE and designs are trademarks of W. L. Gore & Associates
Trusted brands choose GORE-TEX ® product technology.

OutDoor INDUSTRY AWARD 2012
Der OutDoor INDUSTRY AWARD 2012 ist seit
sieben Jahren ein fester Bestandteil der internationalen
OutDoor Messe in Friedrichshafen.
Der von der renommierten Designorganisation
iF International Forum Design
organisierte Wettbewerb zeichnet
Innovationen, gute Gestaltung und neue
Trends im Outdoor-Bereich aus.
Unter den 322 Einreichungen aus 25 Ländern
wurden 48 Produkte prämiert. Für besonders
gelungene Produkte vergab die Jury 10 GOLD
awards.
Kategorien:
01. Bekleidung/Helme/Schuhe
02. Rucksäcke/Reisegepäck
03. Bergsportausrüstung
04. Campingausrüstung
05. Schlafsäcke
06. Zubehör
07. Produkte mit hoher ökologischer
und nachhaltiger Wertigkeit
08. Material Innovationen
The OutDoor INDUSTRY AWARD has been a
fixture at the OutDoor show Friedrichshafen
for the last seven years.
Organized by the renowned design
organization iF International Forum Design
this competition is dedicated to promoting
high-quality design, innovations and new
trends in the outdoor sector.
48 products were selected as winners of 322
entries submitted from 25 different countries.
10 products of these were specially awarded
with GOLD for exceptional design.
Categories:
01. Apparel/Helmet/Shoes
02. Backpacks/Travel luggage
03. Mountain-climbing equipment
04. Camping equipment
05. Sleeping bags
06. Accessories
07. Products of high ecological and
sustainable value
08. Material innovations

CONGRATULATIONS
Wir gratulieren den Preisträgern Congratulations to all award winners:
adidas AG, Germany Aicad Design Team, Italy Arc‘teryx Equipment Inc., Canada BACH Equipment GmbH, Switzerland
Bergans Fritid AS, Norway Berghaus, United Kingdom Black Diamond Equipment AG, Switzerland Black Diamond Equipment AG,
United States of America Boreas Gear, Inc., United States of America Cascade Designs, United States of America
Coffeebrewer Nordic A/S, Denmark Deckers Outdoor Corporation, United States of America Discovery Sports, SA
Berg Outdoor, Portugal EDELRID, Germany Exped AG, Switzerland Haglöfs Scandinavia AB, Sweden HANWAG GmbH, Germany
Jack Wolfskin GmbH & Co. KGaA-Research and Research and Development Apparel, Germany Klättermusen Ab, Sweden
Mammut Sports Group AG, Switzerland michelestinco_pd applied specific design, Austria MILLET SAS, France Montbell Co., Ltd.,
Japan OberAlp AG Spa SALEWA, Italy ODLO International AG, Switzerland Outdoor Research, United States of America
P2i, United Kingdom PEARL iZUMi GmbH, Germany Petzl, France polychromeLAB.gmbh, Austria SALOMON SAS, France
Schoeller Textil AG, Switzerland Sea to Summit, Australia SmartWool, United States of America SOTO/Shinfuji Burner, Japan
Tatonka GmbH, Germany The North Face, Switzerland Toray International Europe GmbH, Germany TransBACH Ltd., Ireland
Trekmates, United Kingdom Triple2 Sportswear GmbH, Germany WOOJIN PLASTIC, South Korea Yeti GmbH, Germany
The jury
Boris Gnielka Outdoor Magazin, Motor Presse Stuttgart, Stuttgart, Germany Mark Held European Outdoor Group, Zug, Switzerland
Nora Kühner fashion design consulting, IDEAS Active Sports Design Network Munich, Germany Monica Viganò Outdoor Magazine,
Meda (MB), Italy Alessandra Soresina photography, writing, wildlife biology, Milan, Italy Remo Nanzer Transa Backpacking AG,
Bern, Switzerland

Get prepared for Eurobike’s 21 st edition:
Bikes make a big
splash at Lake Constance
Higher and higher: Messe Friedrichshafen, the organizer of the Eurobike show, expects not less than 40,000 trade visitors for this year’s event at Lake Constance t be held at the end
of August.
Once again, everything to do with cycling from around the world will be at the Eurobike 2012, smart handmade
bikes, racing bikes that are as light as a feather, robust mountain bikes and electrically powered bikes. The entire
spectrum of leading brands will be on hand.
30 trade shows:eurobike
The international cycling industry will meet at the exhibition grounds for the 21st
international cycling trade fair from August 29th to September 1st 2012. Approx.
1,200 exhibitors from all over the world will be there, with 40,000 visitors from
over 100 countries expected to attend. Countless innovations and premieres are
in store.
“As the world’s largest trade fair for premieres and orders, we offer the best platform
at which the entire spectrum of the cycling industry is present,” said Messe
Friedrichshafen CEO Klaus Wellmann and Eurobike project leader Stefan Reisinger.
The international cycling trade fair doesn’t just cover the entire selection of sport
and city bikes, e-bikes will once again make their big appearance in Friedrichshafen
and visitors will be able to take them out for a spin.
Watching is good, testing is better
On Tuesday August 28th visitors will once more be able to take a special peek at
the newest innovations in the cycling industry, one day before the official start of
the fair. More than 100 international exhibitors will be participating in the sixth
Demo day which will be held in the community of Ratzenried/Argebühl and where
their newest products will be available for industry visitors to try out themselves.
The latest bike fashion will be on the catwalk for the daily fashion show in the East
Foyer. The entire e-bike market, with all of the leading brands, will be on display
on the exhibition grounds. E-bikes, pedelecs, and LEV accessories as well as an
extensive test track in the East Open Air Grounds, on the Messestrasse and in the
Zeppelin hall are available for use by bikes with electric drives.
The Eurobike Award, which is given out by Messe Friedrichshafen and organized
by iF Design, will be presented for the eighth time and the special Eurobike Green
Award for the fifth time. The winners of these awards
will be announced at a ceremony on Wednesday August
29th, at the fashion show stage in the East Foyer.
All of the winning products will be presented at
the Eurobike.
Tourism keeps the business going
The eleventh edition of Travel Talk, with its exciting
conferences and workshops on the newest trends
and innovations in bicycle tourism, will make its appearance
on Friday August 31st 2012. The bicycle
travel market “holiday on bike,” which will be held
on the public day, is open to everyone who would like
to spend their vacation on two wheels. 70 international
exhibitors will be on hand to present everything
that a vacation on the seat of a bike has to offer. The
“King of Dirt Jump” contest for mountain bikes and
BMX will start on the bike course in the West Open
Air Grounds and on Thursday at 6 p.m. the bike
artists will risk the “Lake Jump” on
a ramp on the trade fair lake. The
legendary Eurobike party kicks off
on Friday August 31st 2012, after
business comes to close for the day.

Chinese business will soon meet at the Asia Outdoor in Nanjing:
Welcome to the realm of
unlimited opportunities
The trade show’s supporting program has also been
expanded offering panel discussions, fashion shows,
climbing competitions, training for retailers and sales
staff at the Mountain Village and even slacklining
events. A new feature this year will be the artificial,
but highly realistic, “ice climbing wall”.
New statistics on the Chinese outdoor
market
What is the signature of China? The Forbidden City? The Great Wall? No, it is an amazing crowd of
people in a small place. It’s the same everywhere, including the Asia Outdoor and Asia Bike shows to be
held in Nanjing at the end of July.
The seventh Asia Outdoor will open its doors on July 26th 2012,
with 540 exhibitors expected on an exhibition area of 48,000
square meters (compared to last year’s 452 exhibitors on 42,000
square meters). Asia Outdoor will take place in conjunction with
Asia Bike for the second time running, where 230 bicycle exhibitors
will occupy 24,000 square meters.
This double trade show benefits visitors by letting them use one ticket to see both
exhibitions. The organizers expect a new record of some 40,000 visitors (compared
to last year’s 31,137).
“With these developments, we are well on our way to becoming Number Three
amongst the outdoor trade shows worldwide,” according to trade show chairman
Knut Jaeger during a recent meeting with Nanjing’s mayor. With eight million
inhabitants Nanjing is the capital of Jiangsu province, China’s second-largest
exporting province after Guangdong. To provide enough space for Asia Outdoor
in the future, Nanjing’s city government has decided to build three new exhibition
halls by 2014.
Asia Outdoor has become the industry’s largest gathering in the People’s Republic
and a “must go” even for outdoor dealers from the country’s most distant provinces.
It is so successful that increasing numbers of exhibitors and visitors from
Europe and the U.S. are finding their way to Nanjing in late July. “Whoever wants
to sell in China also needs to make an appearance here,” says Klaus Wellmann,
CEO of Messe Friedrichshafen.
The 2012 Asia Outdoor also has interesting new international participants to
announce. First-timers include companies like Beal, Boreal, Black Diamond, Climbing
Technology, Dolomite, Edelweiss, Mountain Smith, Sigg, Outdoor Research,
Trangia, Vasque and Zeiss.
Over the past ten years the Chinese outdoor market
has been accustomed to very positive statistics.
“Average growth of 20 to 25 percent seems almost
normal,” Jaeger says. The compelling question under
discussion in China: When will the market cool down
after the boom years, as already seen in the sports
market? This is why the 2011/12 market research
results are highly anticipated. The figures will be presented
for the first time on the third exhibition day of
the leading trade show OutDoor in Friedrichshafen,
July 14th 2012 at 2 p.m., in the Switzerland conference
room. As a joint effort carried out by Nanjing
University and a team of experts, in co-operation
with the show’s organizer German Messe Ltd. Beijing
of which Messe Friedrichshafen is a shareholder, this
study presents data on consumer behavior in China’s
outdoor market for the first time. The forum will be
combined with conferences on “Product and Trademark
Legislation in China” as well as “Founding a
Company in China” and “Registering a Company
in China”, which will be presented by Willie Liu, a
Shanghai lawyer specializing in trademark law and
company registrations.
The seventh Asia Outdoor takes place from July 26
to 29, 2012.
Big business in the smog: The Nanjing venue seen from outside in
the entrance area.
trade shows:asia outdoor
31

products
32
Meindl
Minnesota Lady GTX
Minnesota GTX
Arvada GTX
Arvada Lady GTX
Florida Lady GTX
Florida GTX

Air Revolution 2.3 Lady
Air Revolution 2.3
Vakuum Men 3.0 GTX
Vakuum Lady 2.0 GTX
33
products

34
Deuter
Bluesign Standard: Deuter steps into the future – are you joining?
Our products are made for the outdoors, for mountains and trails. Nature is our inspiration and our
home and we feel that our responsibility lies in preserving it for future generations to come. One of our
main focuses is the longevity of our products. In the end the most environmentally friendly step one
can take is to produce items that last. In the past few years we have worked hard on making the entire
product cycle, from the first sketch down to delivery, as eco-friendly and resource-efficient as possible.
Yet, we are still very much aware of the fact that this is a long road that has many winding paths, we
do however believe that it is worth it and that this is the right way towards the future.
There are many difficult passages along the way and we haven’t picked the easiest one: We refuse to
compromise when it comes to function, quality and longevity in our products and not only because
the safety of the user can depend on the gear. The functional criteria determines our choice of material
which in turn strongly limits the potential range. Our backpacks and accessories are produced in
Vietnam by our partner Duke, the company is certified with the environmental management standard
ISO 14001. We are particularly proud of the fact that Duke was the first Asian backpack producer to
become a Bluesign system partner in February 2011. Our sleeping bag manufacturer in China fulfilled
its Bluesign standard screening in April 2012. All of our production partners are therefore working
according to the Bluesign standard. We are now supporting them in convincing their suppliers to join
us which is yet again another step towards pushing eco awareness within the entire supply chain. There
are however still many challenges that lie ahead of us.
What is the Bluesign Standard?
products
The Bluesign standard is the world’s strictest standard for environmental protection, safety at work
and consumer protection. Compared to other eco labels, the Bluesign standard does not only test the
final product on substances that are potentially hazardous to the human health or the environment –
Bluesign instead tests every single component of the product. The idea behind this concept is simple:
certainty can only be delivered, when all stages – from raw material to final product – are assessed.
After all, what you get out depends on what you put in.
Thus, Bluesign looks into all levels of the production process to improve resource efficiency. This includes
an assessment of the use of raw material, energy and water as well as additives, chemicals and
consumption and also the assessment of work safety. The foundation is the Bluesign on-site screening,
where the production facility is analysed by independent experts. The producer can only become a
Bluesign system partner by successfully implementing the Bluesign recommendations.
The Bluesign standard therefore ensures environmental and consumer protection directly on site, not at
the end of the production in the test institutes. This further means that environmental and consumer
safety is not only guaranteed for a single product, but for all products from this fabrication.
The Bluesign standard has two different levels of labelling. “Bluesign approved fabric” means that 90%
of the textile fabric must be Bluesign approved fabric. The remaining 10% must not have permanent
direct skin contact. Additionally, they must meet the criteria and limits of the Bluesign restricted substance
list.
The label “Bluesign product” includes all components: 95% of the textile fabric must be Bluesign
approved and at the moment additionally, no less than 30% of all trimmings such as zippers, buttons,
embroidery, have to be Bluesign approved. The remaining 5% must not have permanent direct skin
contact. They must alsol meet the criteria and limits of the BSSL restricted substance list.
This is a challenging journey for us because it is of course less complex to produce a T-Shirt made of
100% cotton and a simple print according to the Bluesign standard compared to a backpack that is
made out of 220 single pieces. We believe an obvious choice for our next step should be two products
especially for children: our Dreamland sleeping bag is a “Bluesign product”, whilst the new backpack
Kikki is made out of “Bluesign approved fabric”. We are eager to hear what you think about our steps
towards the future and whether you would like to join us on our journey.

Kikki
A bird of paradise! Kikki truly is a fun companion for the little ones in kindergarten,
on hikes or trips to the lake. The exotic bird is as mindful as it is cheerful! It is made
of eco-friendly fabric according to the strict Bluesign standards for “Bluesign approved
fabric” label. We assess and optimize our entire production chain with the help
of bluesign, the world’s strictest standard for environmental protection, work safety
and consumer protection.
Details: spacious main compartment; reflective detail at the front and sides; two
external Velcro pockets; loop for attaching trophies; chest strap; name label on the
inside.
Dreamland
Cosy comfort for dreaming of the future! This sleeping bag is perfect
for junior adventurers. Dreamland is made of eco-friendly fabric according to
the strict Bluesign standards for “Bluesign product”: the materials and stages
of production have to fulfil the world’s strictest standard for environmental
protection, work safety and consumer protection. Dreamland is therefore a
double investment in the future: the sleeping bag grows with the child and
the foot section can be expanded 30 cm by way of a zipped extension. It
offers an additional layer of insulation for those sensitive small feet when
closed. The head is protected by an ergonomically shaped hood and the
sleeping bag can be easily turned into a blanket by opening the all-round zip.
Designed for children aged six and above. Details: contoured hood; childfriendly
2-way zip; pack sack.
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35

adidasW Terrex Fast R: for fast women in the mountains
Following the successful launch of the prize-winning Light Hikers, adidas has developed the entire Terrex Fast
R collection for women for 2013. That‘s because women who like to move at high speed in the mountains
need a very light boot that guarantees stability and reliability. The Traxion sole with its Continental rubber
compound generates excellent grip even at the highest speeds on dry surfaces and especially on
wet ground. Additional control is guaranteed by the Formotion unit in the heel. Two overlapping
plates slide forward, back and to the side depending on ground conditions and
the angle of contact. This reduces heel-to-toe velocity on fast descents, equalizes bumps
and reduces stress on the joints. The new Speed Lacing
System is used to secure the boot and doesn‘t
budge even under severe pressure on
descents.
Terrex WS Fast Jacket
For the Terrex WS Fast Jacket, adidas uses an exclusive, lightweight and yet robust quality of
new Windstopper material. The breathable jacket is ideal for all alpine activities where 100%
wind protection is needed. A minimalist-designed ultra-light hood can be unrolled from the
collar for emergency protection against wind and rain.
Oase Outdoors
Zelos
This brand new ultralight tent from the Robens Xtra Lite range sleeps three people, yet still
weighs not much more than most two-person tents. With two porches, two doors and
decent headroom inside, there’s plenty of space for three, who will still be able to cook
under cover in bad weather. Two domed hoods in the roof maximize ventilation
options and are zipped, operating from either inside or outside the tent for
convenience. It pitches flysheet first or as one, with three DAC Featherlite
NSL poles, Clamcleat sliders on the guylines and the Storm Guard system,
and is incredibly stable, making it versatile for use in most weather
conditions.
Biscayne 6
products
The Biscayne 6 from the Outwell Superior Collection enjoys all the versatility
and stability that result from the use of the stunning new freestanding
frame created by the Outwell Hybrid Hoop System. While
this has enabled the development of the new Outwell Integrated
Vent System it is the amazing ability to customise the tent by
zipping on optional pods that is really set to improve camping
life. The tent is made from our own embossed Outtex 6000 in Estate
Blue and features large tinted windows. The Outwell Wind Stabilizer System
ensures the Biscayne withstand winds speeds of up to storm Force 10 on the
Beaufort wind scale.
36

Hanwag
Axeon GTX
Technical and robust – the Bavarian mountaineering boot specialist’s
new Axeon GTX was built according to the Swiss mountain guides’ demands:
simple and sturdy, but yet highly suitable for the permanent use
of automatic crampons or technical climbs, thanks to a rather low tip
rocker. The waterproof, breathable Gore-Tex lining, the warm insulation
and the Vibram Dolomit sole unit make it particularly suitable for high
alpine climbs. 100 % Made in Germany.
Badile Combi GTX
Inspired by the ultra light Badile GTX, Hanwag has developed a stiffer version
which can be used with hybrid crampons. It weighs only 530 grams (size 7.5)
and is probably one of the lightest crampon compatible boots on the
market. It is especially suitable for alpine rock climbs or via ferratas
that may include short icy sections. The special climbing last
delivers high precision on small footholds, while the Gore-Tex
membrane keeps the feet dry and comfortable.
Ancash GTX
The new trekking boot Ancash GTX was inspired by the classic Alaska GTX but it
is constructed more firmly and comes in a higher cut: The new model delivers high
stability and very long durability. The Bavarian boot manufacturer has developed its
boot for very tough trekking tours, even when carrying a really heavy backpack. The
Ancash GTX comes in two versions: either equipped with soft leather lining or with
a waterproof Gore-Tex-membrane.
Cengalo GTX
Hanwag’s Cengalo GTX has been consequently developed for challenging
alpine rock climbs which may well include ice sections or difficult
treks in alpine terrain. Thanks to the reinforced heel welt hybrid crampons
are tightly fixed. The alpine allrounder is precise while ascending
due to its slender climbing last. Yet, the two-zone lacing also guarantees
high comfort in less technical terrain.
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38
Teva
TevaSphere
products
Teva developed the TevaSphere collection designed to meet the
performance needs of the outdoor athlete. With a first-of-its-kind
spherical heel and pod-arch system, the TevaSphere technology delivers
a more natural point of impact, efficient transition and superior
stability on varied terrain. Teva spent more than four years developing
the TevaSphere technology that solves a real problem for
outdoor athletes who face a diverse range of terrain and obstacles
in their outdoor pursuits.
The brand’s product and design team collaborated with the leading
sports science and human performance institute P3 (Peak Performance
Project) to create the first outdoor cross-trainer offering
a spherical heel and pod-based arch support system. P3 proved
through extensive testing that the spherical heel lowers the user’s
point of contact with terrain for a more natural point of impact
and more efficient transition. The pod-arch system provides specific
point-of-contact support only where needed, offering phenomenal
stability without restricting freedom of movement or adding unnecessary
weight to the shoe. The TevaSphere design stands in stark
contrast to bulkier, squared-off heels and overcushioned insoles of
other athletic shoes. It also addresses the poor support found in
“minimalist” footwear that encourages consumers to change their
stride to adapt.

Marmot
Nabu Jacket & Women’s Nabu Jacket
The Nabu Jacket utilizes Polartec’s innovative NeoShell Technology.
The fabric is waterproof, wind resistant and exceptionally breathable
and the seams of the jacket are fully taped. With its efficient Polartec
Power Dry High Efficiency technology, the Nabu shifts moisture
rapidly to create an optimized internal wear climate. It combines the
weather protection credentials of a hard shell with the outstanding
moisture regulating performance of a soft shell.
Interfuse Jacket
With the innovative new MemBrain FusionDri Technology, the Interfuse Jacket
is one of the highlight products in Marmot’s range of technical active shells.
The hard wearing 70 denier face fabric is waterproof, while the 15 denier Ultra
Lightweight Wicking Backer sets new benchmark standards in terms of weather
protection, breathability and wear comfort. The Interfuse Jacket delivers optimized
protection and maximum wear comfort for all types of aerobic activity.
Micro G Jacket
The brand new Micro G Jacket revolutionizes the shell concept.
The innovative new triple layer MemBrain FusionDri Technology
fabric is waterproof and its Ultra Lightweight Wicking Backer
sets new benchmark standards in terms of weather protection,
breathability and wear climate regulation. With its sophisticated
features, like the integrated air vents and the seamless shoulder
construction, this lightweight jacket delivers fine-tuned
functionality for high-output outdoor activities.
Nanowick Jacket & Women’s Nanowick Jacket
The new Nanowick Jacket is an ultra-lightweight technical jacket that tips the scales at just
130 g and is the ideal outer layer for all fast & light outdoor activities. The high performance
DriMesh fabric delivers rapid moisture transmission at the key areas and thus extremely good
wear comfort. The collar features a drawcord for individual size adjustment. The Nanowick
Jacket is available in a women’s and men’s version.
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40
Mammut
Heron Light
The Mammut Heron Light is amazingly light, weighing just 2,160 g when empty, with a
volume of 60+15 liters (2,240 g for 70+15 liters). It is equipped with all the features you
would expect from a backpack of this standard. The stable hip belt ensures outstanding
load transfer, while its swiveling design allows the wearer great freedom of movement.
The pre-shaped back section and an adjustment system offering four different settings to
suit the length of the wearer‘s back ensure a perfect fit for this backpack.
Segnas Jacket Men
The Gore-Tex Active material not only ensures that the Segnas Jacket is extremely breathable
as well as resistant to wind and water, it is also makes it exceptionally comfortable to wear.
Weighing just 314 grams, it is one of the lightest alpine jackets on the market. The functionality
meets the same high standards, with a range of practical features including hidden
pockets with ventilation option, a drawstring that can be adjusted with one hand and preshaped
sleeves with Velcro closures. The jacket is also available in the “Silvretta” women’s
version with the same features and a feminine cut.
Eiswand GTX
Weighing in at just 1,688 g, the Eiswand GTX is a real featherweight, while still offering all the
functionality of a real alpine touring boot. The Easy Entry system with two large straps allows you
to put the boots on very quickly and easily. The asymmetric 3-zone lacing and the patented Base
Fit concept ensure first-class grip in any situation and for any shape of foot. The foot is protected
and stabilized from the bottom by the carbon inside which is patented. Despite its very low
weight, it is extremely rigid, making the boot ideal for use with crampons.
10.0 Sensor
products
The 10.0 Sensor is the first climbing rope to feature markers that can be both seen
and felt by touch. The BiCo Sense technology of the Mammut 10.0 Sensor now
makes use of our sense of touch as well to provide this overview. As well as visual
differentiation through different colored yarn in the middle and end of the rope, a
thicker yarn is also used in these areas to allow climbers to identify them by touch.
The 10.0 Sensor is also equipped with the superDRY finish, giving the rope longlasting
resistance to dirt and water.

MTR 141 Zip T-Shirt Men
The MTR 141 Zip T-Shirt is another highlight from Mammut’s Alpine Performance collection and
together with the MTR 201 MicroJacket and ¾ Tights adds the finishing touch to the modern
outfit. The functionally structured, medium-weight knitted fabric is ideal for use in high locations,
ensuring an ideal body temperature at all times, while the antibacterial Pure treatment helps to
prevent unpleasant odors. A range of clever details such as abrasion-resistant flatlock seams, a
securable front zip pull and reflective logos make the MTR 141 Zip T-shirt a must-have item for
any trail runner.
Massone Pants
These comfortable pure cotton pants are distinguished
by their excellent fit and unrivalled
comfort. The flexible elastic waistband and
gusset crotch guarantee maximum freedom
of movement. The Massone Pants also feature
a chalk bag attachment as well as two front
pockets, making them the ideal garment for
y o u r next boulder tour.
RescYou
The RescYou is an innovative rescue device designed for
use in the event of a fall into a crevasse. It can be used to
rescue yourself or other climbers. After braking a fall into a
crevasse the device is attached to the climbing harness (selfrescue)
or to a fixed point (rescue of another person). After
this, the two rope clamps are clipped to the rope and the compact
six-fold pulley, which connects the two rope clamps, is
operated. The RescYou eliminates the need for complicated
installations and maneuvers in the event of a crevasse rescue.
Magic GTX
The new lightweight, strap-on crampon compatible Magic GTX is equipped with
Mammut‘s flagship patented Base Fit technology and a selection of highly technical materials,
including Dropstop textile, velours leather, rubber reinforcements and a Gore-Tex
Performance Comfort Footwear membrane. The technical highlight is the newly developed
3-layer wedge made from Poro, PU and TPU, all of which combine to make the
Magic GTX the ideal companion for via ferrata routes and mountain hikes. It is available
in both a men‘s and a women‘s version.
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42
Primus
Eta Power
After revolutionizing stove technology with the Eta concept (up to
80% efficiency) in 2007, the Swedish brand Primus has now revised
one of its pioneering products. The new Eta Power keeps the basic principle
of an integrated cooking system with integrated windshield and a pot with a heat
exchanger, yet goes one step further: The windshield covering burner and pot is now
made of a one-piece aluminium shell. Furthermore, foldable pot supports with two levels
for smaller pots and bigger pans are integrated in the shield.
Eta Pots
A signature feature of the Primus Eta Pots is the heat exchanger that helps to increase efficiency and
thus also reduces fuel consumption – a feature that works with all kind of stoves. In spring 2013, Primus
will introduce a revised series of Eta Pots with a wider base, an improved highly scratch-resistant ceramic
non-stick coating on the inside and a heat exchanger protected from damages by an additional hard
anodized aluminum cover on the outside. The ceramic coating of the new Eta generation (available
with 1l, 1.8l and 3l volume) stands out due to its fantastic abrasion resistance when using metal cutlery.
Mio Cyclo
Mio
Bicycle navigation – easy and enjoyable with the new Mio Cyclo Series: the
recreational Mio Cyclo 300 and the sportive Mio Cyclo 305 HC. Thanks to preinstalled
bicycle routes and road maps you are able to get started right out of
the box. Ride surprise: In its unique Surprise Me mode, the Mio Cyclo devices
will calculate and suggest three surprising bicycle routes for you, based on the
time or distance of your choice. Additional to the Mio Cyclo 300 features, the
Mio Cyclo 305 HC comes with an ANT+ sensor, allowing you to connect the
included heart rate monitor and cadence/wheel sensor. Easy riding: The Mio
Cyclo 300 allows you to navigate easily from point A to B or to follow your own
preferred routes.
Edelrid
Snipe
products
Edelrid’s innovative EnduroTec technology has made it possible to
produce a rope with two different diameters. The different sections
have different performance characteristics. Ropes are placed under
particular strain in the first seven meters, as they absorb the greatest
impact from leader falls when working routes. The first seven
meters of the new rope, Snipe, is is 0.2 mm thicker thicker at both
ends.. The difference can be both seen and felt. Most of the rope
has a lighter, narrower diameter of 9.8 mm to allow it to run more
smoothly through the carabiners and belay device.

Wenger
RangerWood 55
RangerWood 55 is 130 mm long and packs 7 useful tools. The ergonomic
handles are made from high quality walnut which would otherwise be waste
material in other production processes. Among other tools, Wenger Ranger-
Wood 55 is equipped with a wood saw, a locking screwdriver and an awl. The
blade features an exclusive safety lock which ensures that it will not lock accidently
while in use. Exclusively manufactured and made from eco-compatible
materials, Wenger RangerWood 55 is as beautiful as it is intelligent.
Jumar
Tested under real-life conditions the Jumar by Wenger guarantees speed and mobility
regardless of the chosen terrain. The low cut enables utmost mobility and a uniquely
agile running experience. During the selection of exterior materials, the focus was
centered on breathability and durability. The solution is a combination of suede
and mesh. The ergonomically shaped EVA-inner sole absorbs shock and
provides a perfect fit. Light, comfortable and high-performance, Jumar
is an ideal all-round model.
400ml Pocket Line
“Small is beautiful“ as well as “bottle to go“ inspired Wenger to create this new selection
of drinking bottles. The 400ml pocket line also features a new closure system. The
ComfortTop is opened and closed with a quarter turn and features a cap for additional
all-round protection. Thanks to the integrated straw, one can drink directly from the
upright bottle. The closure remains sealed with carbonated beverages as well and can
quickly be disassembled to accommodate easy cleaning. The bottle (without closure
cap) is made of 99.5% aluminum and can be 100% recycled.
Portable Solar-Power Supply TOP 4,5W
The increasing broad-range use of electronic devices, such as smartphones,
tablets, GPS and digital cameras during outdoor activities demands
a network-independent power supply, especially for extended
excursions. The portable solar-power supply TOP 4,5W by Wenger is
an ideal solution when out and about. Its loops and belts allow it to
be easily attached to a tent, bicycle, backpack or kayak. Thanks to
the embedded lithium battery, it can be used as a charger during the
night as well.
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44
Nordisk
Telemark 2
Telemark is the world’s lightest 2-person tent. With a weight of
a mere 880 grams and a pack size of 12 x 35 cm it is extremely
light and easy to carry everywhere. Named after a beautiful area
in Norway with a wide variety of national parks, picturesque fjells
and plenty of trekking possibilities, Telemark 2 is the ultimate solution
for trekking with an engineered construction that doesn´t
compromise on strength and pays extreme attention to details such
as magnet closure on fly, detachable corner poles and linelock guy
rope attachment.
Alfheim 12.6 Organic Green Cotton
products
Alfheim 12.6 is made of 100% Organic Green Cotton, certified by
GOTS Standard and is equipped with a vast amount of sharp details
like zip in floor, easy grip sliders and a height adjustable center pole
with d-ring for attachment options. Alfheim means „elf home“ as it
was the home of the Light Elves in Norse mythology. The reason behind
the name is the light interiour secured through the adjustable
ventilation cap at the top with internal adjustment ropes for better
ventilation – and star-gazing. star-gazing. A transparent mesh roof
in the new tailormade sleeping cabins inside the tent make sure
Alfheim surely really is a ’lighthouse’, – with a very pleasant inner
climate. Alfheim has a ground area of 12.6 m2 and is the first tent
in the World made of 100% organic green cotton.

GORE-TEX ® Products
Trailrunning shoes
Can you really cross the Rocky Mountains or the Alps on foot, safely and in comfort? With
Gore-Tex trail running shoes you can because they are totally waterproof and highly
breathable. Not even unpredictable mountain weather or slushy trails can take
the pleasure out of running. Gore’s brand partners include most of the big
names in the sports footwear industry, amongst them are Adidas, Asics,
Nike, Puma and Brooks. Established trail running experts such as Inov-8,
La Sportiva, The North Face and Salomon can be added to these. New
partners in 2012 are Dynafit with its Feline Gore-Tex model and Saucony
which has included the Progrid 3.0 Xodus GTX style. For 2013 Mammut
is launching its Alpine Performance Shoes which has been designed to meet the
highest demands and stand out thanks to their low weight, effective protection, sophisticated technology
and coordinated design. Example: The Mammut MTR 141 GTX features the extremely comfortable foot
mapping technology, stabilizing 360° Heel Support and the patented Base Fit lacing system to ensure safety
and grip without pressure points.
Approach shoes
Approach shoes are getting more and more popular. One highlight
for spring/summer 2013: the Salewa MS Wildfire GTX. Precise fit
thanks to the anatomical last and customizable with the new MFF+
foot bed. Ballistic mesh upper reinforced with the unique EXA shell
technology for lightness and durability and New Vibram Tech Approach
EVO sole, Salewa’s exclusive design for unbeatable climbing
and edging on the most technical approach trails. Gore-Tex lining
for waterproofness and breathability.
Also new in the approach category: the Lowa Triolet GTX Lo, lightweight,
equipped with perfect grip, providing the most precise
footing on rock, and featuring forefoot flexibility for great rollthrough.
The robust upper is made of 1.6 mm „Climbing“ suede
leather combined with Cordura and microfibre, this together with
its precision lacing system provide a perfect fit. Large heel and toe
bumpers are an extra contribution to activity-specific features. The
waterproof Gore-Tex lining provides optimal comfort whilst the Vibram
outsole Mulaz offers a large „Climbing Zone“ in the toe area
and a medium tread profile with large contact surfaces.
Kids‘ shoes
Robust, flexible and multifunctional, children´s boots have to be finished to a high
standard in order to withstand their many adventures. The Meindl Solan GTX has
a long lacing system down to the toe area and a stopper at the end of the lacing-
the boots can therefore be easily laced up by children´s hands. The model
has a Gore-Tex lining and is therefore waterproof, making it suitable for every
day trips and other adventures, no matter what weather is on offer. The MTH
Junior Litegrip sole offers the children lots of grip when they are playing.
products
45

WWW.OUTDOOR-SHOW.COM
Meet the writers
Barbara Smit has spent the last two decades reporting European business for publications
from the Financial Times to the International Herald Tribune. She started contributing
to Sporting Goods Intelligence Europe (SGI Europe) in 2000, as part of her research for
Sneaker Wars, the book she authored about the story behind Adidas and Puma.
Markus Huber has been covering the European outdoor market since 1998. He is the
editor of this publication as well as of The Outdoor Industry Compass, the pan-European
business newsletter published by EDM Publications, the makers of Sporting Goods Intelligence
Europe. Markus is also a fellow editor of sportFACHHANDEL, the German-speaking
trade publication.
Imprint
FRIEDRICHSHAFEN, GERMANY
2012 JULY
12 – 15
THE OUTDOOR
SHOWCASE
PRODUCTS. TRENDS. MARKETS.
The OutDoor Showcase appears annually at the
OutDoor show in Friedrichshafen.
Publisher
Messe Friedrichshafen
Editor
Markus Huber
Hardtstraße 1
86842 Türkheim
markus_outdoor@t-online.de
Phone +49 (0) 8245 966984
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Brinkmann Henrich Fachmedien
GmbH & Co KG
Verlagsbüro Süd
Ulrich Onnasch (responsible)
Landsberger Straße 482
81241 Munich
Phone +49 (0) 89 2429265-21
Design
Corinna Danninger, Vienna/Austria
c.danninger@gmail.com
Phone +43 (0) 699 190 819 49
Translation
Heidi Onnasch
heidiklausner@t-online.de
+49 (0) 8261 730935
Print
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46 meet the writers

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Foto: Robert Bösch
Alpine Performance
Discover the alpine Trail.
Visit us at the OutDoor in Friedrichshafen
12 to 15 July 2012, hall 3 / stand 400
www.mammut.ch
MTR 201 Men
MTR 201 Micro Jacket Men
MTR 141 Zip T-Shirt Men
MTR 201 7L