A FORMULA4 MEDIA PUBLICATION • July/AUgUsT 2010 CASHING IN ON BIKE COMMUTERS RACKINGUP IT NEW PLAYERS IN THE CATEGORY THE GREENEST REP GROUP IN AMERICA Outdoor Eye Marketing, Merchandising and Key Changes at Top Brands JanSport Teams with International Mountain Guides for Outdoor Product Testing JanSport haS Signed a deal with international Mountain guides (iMg) to use the organization’s guides to test its new- est technical outdoor gear. as part of the agreement, select iMg guides will be expert contributors on JanSport’s recently launched outdoor blog, Be outdoors (www.jansport.com/ beoutdoors), sharing their insight and knowledge about every- thing from gear recommendations to trips, training suggestions and more. in addition, iMg will lead JanSport’s annual rainier Seminar, a 38-year-old tradition that brings together 16 indi- viduals from around the globe to summit rainier, a 14,410-foot mountain in washington. l Outdoor Industry Association Joins BICEP Business Coalition Advocating Strong Energy, Climate Policy Outdoor Industry AssOciation (OIA) has joined among the first to experience the impacts of climate Business for Innovative climate & Energy Policy (BIcEP), change on our public lands. We believe our industry a coalition of major American businesses pushing is in a unique position and has a responsibility to offer for passage of comprehensive climate and energy leadership on this important issue.” legislation in the u.s. OIA is the 18th BIcEP member and joins consumer In a published statement, Frank Hugelmeyer, president giants Best Buy, nike, symantec, target, eBay, of OIA said, “Healthy public lands that support the starbucks and timberland among the coalition’s nation’s $730 billion outdoor recreation economy are members. More about BIcEP’s nine core principles for imperiled by a warming climate. the outdoor recreation energy independence and climate policy can be found industry and those who pursue outdoor activities are at: www.ceres.org/bicep. July/August 2010 • Outdoor Insight • 3 Outdoor Eye OutdOOr InsIght Editor in Chief Mark sullivan [email protected] 646-319-7878 Managing Editor National Geographic Teams with Lou dzierzak [email protected] The North Face and REI for New Everest Film 612-618-2780 Editor at Large cara Griffin Art Director Francis Klaess Contributing Editors Mike Kennedy nancy ruhling tim sitek Bob seligman suzanne Blecher Michael Jacobsen Publisher Jeff nott [email protected] 516-305-4711 Advertising Beth Gordon Mountain/West coast [email protected] 949-293-1378 Jeff Gruenhut southeast [email protected] 404-467-9980 troy Leonard south [email protected] 352-624-1561 sam selvaggio Midwest [email protected] 212-398-5021 national geographic entertainMent announced attempt to summit Mount everest, “the wildest dream” Production a promotional partnership with the north Face and explores Mallory’s obsession with becoming the first Michael Jacobsen REi in support of the new film “the wildest dream: person to reach the highest place on earth. told through 201-396-7005 conquest of everest,” which is set to open in early the explorer’s poignant and evocative letters to his wife, [email protected] august. the film documents adventurer conrad ruth, previously unseen photos and film archive from Subscriptions anker’s attempt to follow in the footsteps of legend- 1924 (restored from the original nitrate especially for the store.formula4media.com ary Mount everest climber george Mallory’s fatal film), dramatization and a modern-day expedition retrac- attempt to be the first to summit the world’s high- ing the original route taken in 1924, Mallory’s incredible PO Box 23-1318 Great neck, ny 11023 est peak. NGe will distribute the film in both giant- adventure lives again. Phone: 516-305-4710 screen and 35 mm the- this expedition was led by anker, a renowned moun- Fax: 516-305-4712 Eighty-five years after aters this summer. taineer whose life became inextricably linked with www.formula4media.com George Mallory’s final the partnership with Mallory’s after he found Mallory’s body on everest in copyright © 2010 by attempt to summit the north Face and REi 1999. using replica 1920s-era clothing and equipment, Formula4Media, LLc. Mount Everest, “The includes private screen- anker sets out to solve the great mystery of whether Outdoor Insight is a trademark of Wildest Dream” ing opportunities for Mallory succeeded in summiting everest before he Formula4 Media, LLc. ©2010 explores Mallory’s consumers of both brands died — he was last seen just 800 feet from the summit All rights reserved. the opinions obsession with in 10 markets, including before the clouds closed in and he disappeared into expressed by authors and contributors to Outdoor Insight becoming the first Seattle, San Francisco, legend. the most heartbreaking clue: all of Mallory’s are not necessarily those of the person to reach the los angeles, chicago, belongings were found intact on his body, except the editors or publishers. Outdoor Insight highest place on Earth. washington, d.c., and photograph of his beloved ruth, which he promised to is not responsible for unsolicited manuscripts, photographs or artwork. others to be announced. leave at the top of the world if he succeeded. Articles appearing in Outdoor Insight the retailers will also host in-store events with anker, directed by award-winning filmmaker anthony may not be reproduced in whole or in giving audiences an inside look at the film and anker’s geffen and produced by geffen and claudia perkins, part without the express permission of the publisher. Outdoor Insight experience during its production. each will be recog- “the wildest dream” is narrated by liam neeson is published four times each year: nized as an official partner on promotional materials and features the voices of ralph Fiennes as george Jan/Feb; Mar/Apr; Jul/Aug; sep/Oct. created for the film by national geographic, and all Mallory, the late natasha richardson as ruth Subscriptions: one year, $20.00 (u.s. three brands will cross-promote the film online and via Mallory, hugh dancy as Mallory’s fellow climber Funds) in the united states. All other social networking tools with photos and video clips. andrew irvine, and alan rickman as noel odell, the countries, $54.00 (u.s. Funds). eighty-five years after george Mallory’s final last person to see Mallory alive. l Postmaster: send address changes to Outdoor Insight, P.O. Box 23-1318, Great neck, ny 11023 4 • Outdoor Insight • July/August 2010 Outdoor Eye Merrell, Vibram Collaborate on Barefoot Running Collection Merrell and ViBraM, the MakerS oF FiVeFingerS BareFoot ShoeS, haVe collaborated on an outsole design that they say aids in multi-directional movement and adaptability and will result in Merrell introducing “Merrell Barefoot,” a collection of mini- malist, lightweight, versatile and efficient footwear. the collection previewed to retailers last week and will begin shipping to stores in February 2011. the Merrell Barefoot collection will align Vibram with a well-known outdoor brand and an established leader in shoe making and supply chain management. as the demand for Vibram FiveFingers product has increased dramatically, Vibram has struggled to meet demand. and, according to Vibram, counterfeit VFF product has begun to trickle onto the market. the agreement with Merrell will increase the supply of sanc- Men’s styles include tioned Vibram barefoot product on the market. the Merrell the Trail Glove, an Barefoot collection features three styles each for men and athletic trail run- women. the outsoles look very much like the VFF product, ner for a close-to- although the front of the shoes does not include the distinc- terrain ride and tive “Five Finger” look for the toes. one retailer described the the True Glove. for shoes as more “like a mitten than a glove.” Suggested retail on scrambling across the collection is about $120 per pair. clark Matis, the founder creeks and crags of Merrell who currently designs and develops product for the with natural ease brand, described the product as offering “ a good balance of foot freedom, surface protection and cushioning to help outdoor enthusiasts avoid injury and strengthen their muscles while doing what they love outside.” Men’s styles include the trail glove, an athletic trail runner for a close-to-terrain ride and the true glove. for scrambling across creeks and crags with natural ease. the tough glove is a foot-conforming soft leather style, designed with versatility for wear around town or “a spontaneous game of ultimate Frisbee,” according to Merrell. For women, the Merrell Barefoot collection includes the pace glove, a low-profile trail runner, constructed with a breathable mesh; the power glove which has a soft leather ankle high design with three easy Z-rap Velcro closures that secure the foot for simple, lightweight performance; and the pure glove, a super low-profile lycra mesh Mary Jane with a hook and loop closure strap for a precise and secure fit. l Keen Adds to Executive Team Tecnica Enters Trail Shoe Category With TRS Max Technology TecnIcA Outdoor will running shoes on the mar- enter the trail running cat- ket today. egory with new technol- research was conducted ogy called trs Max, that at ceBisM, a bio-mechan- addresses stability, absorp- ics facility located in Italy, tion and propulsion with coupled with rigorous test- an oversized platform. ing in the Italian dolomites tecnica’s trs technol- by team tecnica, focusing ogy stabilizes the foot in a on the uphill, downhill and Phyllis Grove Russ Hopcus Sandy La Rowe vertical world allowing the traverse while trail running. user to ‘surf’ down hill and tecnica will be introducing keen inc. haS BeeFed up itS executiVe teaM, adding a Few induStry roll uphill with maximum trs Max technology in the veterans. russ hopcus has joined as the vice president of sales and global efficiency.