OUTDOOR INSIGHT MEDIA PLANNER 2021
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OUTDOOR INSIGHT MEDIA PLANNER 2021 ® Four Issues. WINTER MARKET Timed Right. A FORMULA4 MEDIA PUBLICATION • OUTDOORINSIGHTMAG.COM • SUMMER 2020 BEST& Spotlighting the coolest gear, footwear, apparel & accessories for Fall ’20 Outdoor Insight is the one BRIGHTEST and Spring ’21. publication that delivers fresh content and visibility SUMMER MARKET for advertisers before, during and after the winter and summer markets. OUTDOOR GEAR GUIDE outdoorinsightmag.com
OUTDOOR INSIGHT MEDIA PLANNER 2021 ® We believe in the foundation and success of independent specialty brick-and-mortar stores. Shopping is not just about commerce. There’s something called the in-store experience. Product knowledge. The touching and feeling of product. The personal touch. The curated assortment and exciting impulse purchases. The trusted service after the purchase. And, the customer’s immediate gratification. outdoorinsightmag.com
OUTDOOR INSIGHT MEDIA PLANNER 2021 ® There’s something called the in-store experience. Standing out from the crowd in today’s hyper-competitive retail landscape is no easy feat. 20 20 To stand out, stores need to be special. Outdoor Insight features the Great 8 in Outdoors each May. OUT Navigating RETAIL Today’s Reality PUTTING ONE STORE THE LIFE GREATNESS DEFINED & SIDE 20 20 INTO THE WONDERS LIFESTYLE BOX The Path Forward Black Creek Outfitters Back Country Outfitters Scheels All Sports Outdoor Gear Exchange Alpenglow Sports Rutabaga Paddlesports Jacksonville, FL Des Moines, IA Fargo, ND Burlington, VT Tahoe City, CA Madison, WI Casual Adventure Huckberry.com Rutabaga Paddlesports Pack & Paddle Alpine Shop Pack Rat Outdoor Center Arlington, VA San Francisco, CA Madison, WI Lafayette, LA Missouri & Kansas Fayetteville, AR The Elephant’s Perch Scheels All Sports REI Wayward Collective Backcountry Experience The Trailhead Ketchum, ID Fargo, ND Seattle, WA Seattle, WA Durango, CO Buena Vista, CO Kittery Trading Post Great Outdoor Provision Co. L.L.Bean Next Adventure Pack Rat Outdoor Center Eagle Eye Outfitters Kittery, ME Raleigh, NC Freeport, ME Portland, OR Fayetteville, AR Dothan, AL Pine Mountaineering Massey’s Pro Outfitters Kittery Trading Post The Mountaineer Rutabaga Paddlesports Outdoor Gear Exchange Durango, CO New Orleans, LA Kittery, ME Keene Valley, NY Madison, WI Buena Vista, CO Rutabaga Paddlesports Trailblazer & Denali Great Outdoor Provision The Trailhead The Sport Stop Next Adventure Madison, WI New Haven, CT Raleigh, NC Buena Vista, CO Sheridan, WY Burlington, VT Skinny Skis Feathered Friends Gear Coop Townsend Bertram & Co. Summit Hut Jackson, WY Seattle, WA Costa Mesa, CA Carrboro, NC Tucson, AZ Ute Mountaineer REI Cabela’s/Bass Proshops Wild Iris Mountain Sports Ute Mountaineer Aspen, CO Kent, WA Springfield, MO Lander, WY Aspen, CO Sidney, NE 2015 2016 2017 2018 2019 2020 outdoorinsightmag.com
OUTDOOR INSIGHT MEDIA PLANNER 2021 ® Stories, Challenges and Inspirations. Grassroots Outdoor Alliance is a cohesive community of independent outdoor GRASSROOTS specialty retailers and brands that drives evolution within the outdoor industry. Outdoor Insight features the retail members’ stories. PERSPECTIVES GRASSROOTS GRASSROOTS GRASSROOTS GRASSROOTS PERSPECTIVES PERSPECTIVES PERSPECTIVES PERSPECTIVES Little Rock’s Women Taking Outdoor By Cara Griffin the Lead Home Little Rock’s Outdoor Home Montana Magic A Local Gear Specialist Since 1972. A Local Gear Specialist Since 1972. Talking Shop with Trek Stephens, Owner of The Toggery. Dreaming, Planning, Living On opportunities for women in the out- door industry “I understand How would youthat genderyour describe inequality exists How would you describe your Outdoor Insight: How would you OZARK OUTDOOR SUPPLY, LITTLE ROCK, ARKANSAS OZARK OUTDOOR SUPPLY, LITTLE ROCK, ARKANSAS THE TOGGERY, MONTANA and that there community andis ayour lack customers, of female leadership and in community and your customers, and describe the communities that the the outdoor how has thatindustry. changed However, over theI years? own Roads how has that changed over the years? stores are in and the customers that you Rivers “Weand Trails cater with two all to teenagers men,theand waysince we to 70 “We cater to teenagers all the way to 70 serve? opened year oldsingearing 2010 I have been up for offered travel. Wemore see board a lot year olds gearing up for travel. We see a lot Trek Stephens: “We have two locations 15 positions, of familiescommittee come in who positions and interviews are traveling and of families come in who are traveling and minutes apart, but they are very different than both doing some ofhigh themdollar combined. I can’t trips such ashelp butorto safaris doing some high dollar trips such as safaris or communities. Our main location [in Whitefish, wonder if these things have been offered to me mountaineering. We’ve had customers doing mountaineering. We’ve had customers doing MT] is in a resort town. Our second location [in because I’m a female in the outdoor industry. Kilimanjaro or Machu Picchu. Kilimanjaro or Machu Picchu. Kalispell, MT] is located in the county seat and My male counterparts are just as talented and Our location backs up to some of the highest Our location backs up to some of the highest the largest city in our valley. We are very proud intelligent as I am — if not more. It’s almost Emily White with her mom in Alaska. dollar houses/bank accounts in the state. They dollar houses/bank accounts in the state. They that our local following in our resort town is as if the scales have been tipped in the wrong are not shy about spending money. In the early are not shy about spending money. In the early very strong. We have always viewed the resort direction. I might not be the person to ask this days, before the internet, before all the other days, before the internet, before all the other tourism to be a bonus part of our business. Our question, but I’ve only seen my gender work in stores started popping up selling The North stores started popping up selling The North second location in Kalispell is primarily local my favor — not against me. My tip for women worked my way up to management while get- Face would orbe: Patagonia, Set your we were goals Theinvest high, North Face tenacity Face or Patagonia, we were The North Face business. Our typical customer is a professional, EMILY WHITE, CO-OWNER, ting a business degree. Despite my success, I and Patagonia in your work anddealer — the if your onlydoesn’t path one —exist, for and Patagonia dealer — the only one — for active in the outdoors and highly social with a ROADS RIVERS AND TRAILS, MILFORD, OH never had my ears pierced and I wasn’t happy 50 miles. make one.Now of course Dream – Planthat has changed.” – Live.” 50 miles. Now of course that has changed.” fashion interest. We focus primarily on clothing with the path it created. I was a country girl at and footwear and light outdoor packs and hiking Emily White co-owns Milford, OH-based Roads What’s footwear. We also have added a sizable selection heart. I needed an escape, an adventure to truly On thethe merch women whomixinspire like in your her store? What’s the merch mix like in your store? Rivers and Trails with her husband Joe White be myself, and I found that at RRT.” How “I amimportant a combination is theof “lifestyle” the womenelement? who raised How important is the “lifestyle” element? of unique accessories and locally made products.” and Joe’s cousin Bryan Wolf. They opened the now thriving store as three 20-somethings with “Footwear me. My mother is very taught important me totous. findWethe have joy “Footwear is very important to us. We have a dream in 2010 — they used 13 credit cards On the best things about owning an out- played with our and beauty apparel mixaround in everything over theme years and played with our apparel mix over the years Your stores are in unique physical to get the business off the ground. Here, Emily door store and she tried to ‘solve’ instilled in me it,abut we know sense that for of adventure. and tried to ‘solve’ it, but we know that for spaces — historic, renovated buildings. White shares her perspective on the industry. “I love helping customers and I’ve been told us A the gear and equipment flower-child of the ’70s,strategy she gave is me whereher us the gear and equipment strategy is where Can you tell us more about that and the my enthusiasm is contagious. I have customers we are prettyfor enthusiasm unique. Women’s life and sportswear a glass-half-full is view we are pretty unique. Women’s sportswear is benefits and challenges of your amazing On her passion for the outdoors come in regularly to show me pictures from tough of thefor us. Our world. Towomen’s this day,business is focused she inspires me in tough for us. Our women’s business is focused store spaces? “I started as most others do, with cross-coun- the trips they took and thank me for helping on thetechnical way she apparel greets aand product stranger or you goesmight out of on technical apparel and product you might “We have a lot of pride in our buildings. They try road trips and summers camping with my them. One woman bragged once that because her way need to help on your a long-lost Africa safari orfriend. yourShe is my Iceland need on your Africa safari or your Iceland are both historical brick buildings in the center family. The sound of a tent zipper is still the of our training, trip-mates were asking her for guru. trip —The items other thatwoman, customers a close can’tfamily friend, just run off trip — items that customers can’t just run off of downtown. We know this is our store heritage best way to wake up in the morning.”” help, when it was her first time out. We offer gave to Oldme my to Navy tenacity. buy.” She taught me that with to Old Navy to buy.” and will never change that part of our image. free classes and trip planning. The goal is not hard work and determination I could be any- Rene and I both enjoy going to work because of On By the Cara best kinds of adventures Griffin only to make attending people college more in the confident early 1980s, to plan Frank, thing I your What’s wanted. She strategy? online came from nothing and By Cara Griffin attending college in the early 1980s, Frank, What’s your online strategy? By Cara Griffin business,” but after graduating from Montana the atmosphere. I couldn’t imagine showing up “My first backpacking trip was meeting Joe trips, whosebut to increase family the chances had a history in retail,ofwent a great to madedoherself “We not sellinto one We online. of the mademost successful a conscious whose family had a history in retail, went to “We do not sell online. We made a conscious State University, he decided that Whitefish, at a strip mall for work. We hope this feeling O O (husband) zarkand Bryan Outdoor(cousin) in January Supply on the is a specialty experience in the outdoors.” work as a computer programmer at Dillard’s. women I on decision know. thatOn top of this, because she feel I don’t also like taughtI zark Outdoor Supply is a specialty work as a computer programmer at Dillard’s. decision on that because I don’t feel like I In 1947, Frank and Jessie Stephens opened Montana was “the only place I could live.” transcends to our customers. Really the only Appalachian Trail shop in sub-zero that serves astemps duringfor a “home” a While he eventually made his way back to the me offer can patience and graceanything the customer in all thing betterbusiness than shop that serves as a “home” for While he eventually made his way back to the can offer the customer anything better than the doors of Frank’s Shirt Shop in downtown “The proximity to rivers, lakes, Glacier Park, challenge of our spaces is our Main Street location winter thru-hike. outdoorIn 2015 goods Joeinand I tried more ourthan ways first On how shop, outdoor outdoor brands his time design for at Dillard’s included and personal. anybody else isShe taught already me toonline. doing handleAnd chaosI outdoor goods in more ways than outdoor shop, his time at Dillard’s included anybody else is already doing online. And I Whitefish, Montana — at first, the Stephens’ and a ski resort made it difficult to be anywhere in Kalispell. It’s the classic story of a downtown Hut-to-Hut trek inshop, one. The quaint the Swiss which Alps. The Haute is located in a women going through their buyer training program. withbelieve still a steady in hand customerand service. a clear mind. That isShetheis one. The quaint shop, which is located in a going through their buyer training program. still believe in customer service. That is the priority was selling quality men’s clothing. else,” says Stephens. “I was fortunate enough that was sucked dry by strip development outside route is an established renovated trail right house, is nestled and each in theday you upscale “Outdoor brands “So I had some are training,” retail getting much better he says. my thing one mentor.” we still have that a lot of stores don’t renovated house, is nestled right in the upscale “So I had some retail training,” he says. one thing we still have that a lot of stores don’t After acquiring a neighboring clothing store, to be given the opportunity to take over the of downtown. However, there has been a highly end up in a picturesque Swiss mountain town at catering to female figures and fashions. neighborhood of the Heights in Little Rock, AR. Today the shop that Frank runs caters to have. We try to beat it home to our employees. neighborhood of the Heights in Little Rock, AR. Today the shop that Frank runs caters to have. We try to beat it home to our employees. the entire operation was renamed The Toggery. business and have a career in a resort town. fueled resurgence in downtown Kalispell with surrounded by mountains eating and drinking The motto used to be pink it and shrink On Dreaming, Planning, Living It’s been the area’s home for outdoor gear an upscale clientele in what he calls an “old- My parents taught me that the customer is It’s been the area’s home for outdoor gear an upscale clientele in what he calls an “old- My parents taught me that the customer is The family business was passed on in 1970 My wife, Rene, joined me six years later and many new breweries, restaurants and retail. We the best food and wine you’ve ever had. The it, but women are not built like men and “We follow the Dream – Plan – Live motto. since 1972. The store’s current owner Jim Frank money” neighborhood of Little Rock. The always right and if you are not sure about it, since 1972. The store’s current owner Jim Frank money” neighborhood of Little Rock. The always right and if you are not sure about it, to Frank’s son, Gary. Over the course of 30 brought the shop another level of passion for took the risk and renovated an old building on trail was not easy … but the combination of the not all of us look good in pink. Brands like This motto represents our life and our work. It describes Ozark Outdoor’s early incarnation as store offers high quality outdoor clothing then the customer is always right. I probably describes Ozark Outdoor’s early incarnation as store offers high quality outdoor clothing then the customer is always right. I probably years, Gary broadened the store’s scope to retail. It could not have been a better fit for the very early cusp of this resurgence. It was a scenery, the challenge and the food was truly my Arc’teryx and Rab have taken big strides in is a cyclical practice of continuing self-growth a hardcore gear store that had several investors and equipment, with a stated philosophy “to say yes too many times but in the long run I a hardcore gear store that had several investors and equipment, with a stated philosophy “to say yes too many times but in the long run I offer both men’s and women’s clothing, and the both of us.” risk, but we felt really good about the timing, perfect adventure.” making clothing that really fits a woman’s and exploration. The motto is a call to action in its early years, but uncertain financial footing provide customers with the products, services try to pick my battles carefully.” in its early years, but uncertain financial footing provide customers with the products, services try to pick my battles carefully.” footwear. This family tradition continues today, Known by brands in the industry for location and how it fit our image.” figure. Other brands like Kuhl, Aventura wherein one process fuels the next, as one before finding its way in the ’80s. and knowledge to help them get the most out before finding its way in the ’80s. and knowledge to help them get the most out as Gary’s son Trek Stephens and Trek’s wife, its elevated product curation and creative On her path to store ownership and prAna are making quality clothing for adventure sets dreams for another. We offer free “WhenBefore his girls other family purchased were playingthewith store outright dolls, I was of all their women outdoor in plus sizes,adventures.” too. There’s a small How do you compete presentations on trips towith helpdiscounters, fuel the dream, Before his family purchased the store outright of all their outdoor adventures.” How do you compete with discounters, Rene, currently own and operate The Toggery merchandising, The Toggery combines its How important is the aesthetic of the in 1986,business. playing Frank had already I had alwaysspent timeofworking dreamt having Here, Frank percentage of shares his thoughts my customers thatonare theunder store’s big-box maps andstores andto resources online aid insellers? planning and the in 1986, Frank had already spent time working Here, Frank shares his thoughts on the store’s big-box stores and online sellers? in Whitefish and Kalispell, Montana. legacy of 50-plus years of retail with some store to you? myat own the shop in his business. teenage I really years when love working. his I spent astrategy size fourandandthe specialty a larger retail market percentage that arein “The gear most important to help you live category in thatthat it. We believe respect once at the shop in his teenage years when his strategy and the specialty retail market in “The most important category in that respect As for Trek Stephens, he says he “initially modern retail magic. Here, Trek Stephens “In our opinion, store aesthetic is equal to 11brother was one years (right outofofthe store’s high investors. school) with a After local general. size 12 and up. It’s good to see this shift in isyou footwear. I don’t step foot think into the a lot cycle, of people you’ll neverwant really brother was one of the store’s investors. After general. is footwear. I don’t think a lot of people want didn’t have any interest in working in the family talks shop with us. customer service and product selection. The family-owned high-end jewelry company. I production and marketing.” get out of it — and it’s a great way to live.” n 24 • Outdoor Insight • July 2018 outdoorinsightmag.com 52 • Outdoor Insight • June 2019 outdoorinsightmag.com 52 • Outdoor Insight • June 2019 outdoorinsightmag.com 40 • Outdoor Insight • May 2019 outdoorinsightmag.com outdoorinsightmag.com
OUTDOOR INSIGHT MEDIA PLANNER 2021 ® Category Features BOOT BASELAYERS MATERIALS BOOK HOSIERY BAGS OUTDOORS LET’S GET SPECIFIC • HOW TO SELL • EVERYDAY performers s Cozy High-tech & cool from Retro Returns with Modern Appeal their heels to their toes WOOL? SYNTHETICS? Comebacks Garmont’s G-Radikal GTX, $400 The Footprint: Developed and tested with mountain guides at Chamonix’s Ecole Nationale building from the inside out with our Anatomically Directed Design and the use of our erGOlast, Double Damper and Heel-Lock.” years from now, designers will still be trying to build more functionality into the lightest possible outdoor boots — boots that are longer lasting, If Merchandised Correctly, Brands Can Pay Lots of Bills via Sock Sales. We ask Executives to Share Best Practices In-Store. By Suzanne Blecher B E Y O N D T H E P A C K GETTING Laid-back comfort is the word for Fall ’19, with soft, des Sports de Montagne, the G-Radikal GTX is lightweight, protective and form fitting. Features include a Vibram sole with Mont Oboz’ Bridger Vent Mid, $150 The Footprint: In women’s and men’s styles, supportive and will go further faster.” Scarpa’s ZG Pro, $245 BEYOND snuggly looks proliferating. Vintage fabrications, in rubber compound, a contoured erGo foot last and G-Wrap fit system, Double Damper shock the Bridger features panels of breathable mesh framed by supportive and durable Nubuck The Footprint: This easy-lace hiker, which pairs a nubuck leather upper and Gore-Tex weather SOCKS CAN BE A FICKLE BUSINESS. Take weather for example, it can of the sock preventing blisters. For Spring 2019 Wigwam is also play a large role in the hosiery a adding more run and hike-specific THE BIASES. absorbers and a Heel-Lock. The upper, made of leather to keep feet cool and comfortable. protection with a lightweight dual-density particular Sherpa, corduroy and consumer chooses to wear. “The socks to its offerings. tough and durable Lenzi Putek fabric, includes Its Granite Peak outsole has grippy rubber, polyurethane shock-absorbing midsole and a handcrafted sweaters, are re- the Gore-Tex Performance Comfort waterproof/ 4-mm-deep toothy lugs and a lightweight ther- Vibram Salix outsole, weighs in at a nimble one new norm is that if we want to emerging in a variety of looks breathable membrane. The boot has a remov- moplastic polyurethane chassis. It includes a pound, 6.6 ounces (for a half pair in size 42). A meet the retailer’s needs, we need 2. Purpose-Driven Product BY LOU DZIERZAK slated for the season ahead. able, washable foot sleeve that provides interior signature O FIT Insole. There’s also a waterproof slightly wider forefoot and a rounded toe box to have the manufacturing ability As lifestyle and comfort inter- padding. version. add comfort. to adjust and follow the regional sects in socks, “we are getting far By Suzanne Blecher Bill Dodge, CEO, Garmont International North Chuck Roth, Design Director: “Not everyone wants Mark Mathews, VP–sales, North America: “We season retail trends,” comments more requests for lifestyle-ori- Bruce Barrows, VP- business ented point-of-sale materials than America: “Garmont continues to emphasize fit, or needs a waterproof boot. The Bridger Vent Mid see a lot of outdoor professionals and enthusi- C development for Standard ever before,” Pictor continues. comfort and performance in all levels of the feels like putting the top down on a convertible asts shopping our heavier-duty boots for working Since the founding of Smartwool in product offering. Now more than ever, we are car — airy and comfortable. Even a hundred outdoors. Our Fuego has long been a top choice Merchandising Co. For optimal The exec is seeing younger con- oncept III Founder David Parkes flexibility with its Fox River brand, sumers who want product with 1994, outdoor enthusiasts have been saw his first Sherpa in 1963. He Standard Merchandising invested fashionable appeal. QSD market- $2 million in technology in 2017. ing executive Carine Villeneuve learning about the benefits of Merino started his career at pile and faux Catering to longer winters and explains that “consumers want fur maker Borg in the UK before summers can lead to increased products that help them heal.” wool. With the growth of brands like crossing the pond to Malden Mills sales and happier customers all EC3D compression socks address Smartwool, Ibex and Icebreaker, the in 1976 to develop and merchan- around. Lily Trotters Dots-A-Plenty Athlete Wrightsock with CEP sleeves foot pronation, supination and dise the fabric (along with other Here are some other moves plantar fasciitis pain. baselayer market is no longer dominat- sliver knits). At the time, “the demand was super-high and working for brands at retail. Merino wool blended with want to use a performance fabric, Consumers want socks that bamboo offers natural moisture but sacrifice soft touch in doing solve problems. Fox River’s B the margins were super-high” for Sherpa, he says. ed by synthetic fiber constructions. But, 1. Feel-Good Fabrics management, thermo-regulation, so, you’re going to lose at retail. Barrows explains that shoppers In the 1980s, the fabric took a backseat to polar fleece, only “Consumers around the world odor resistance and all-day People will pick it up and put it “want to know what this product over 20 years later, some old biases to have started gaining more traction over the last two to Merrell Rove Mid, $200 are making more conscious comfort “giving peace of mind right back,” says Joe Gaither, will do for me and it needs to ags are all the rage. The lifestyle outdoor trend torso fit. An Active Shield compartment separates dirty gear from three years. “I think Sherpa is having a resurgence because buying choices by seeking out to those who want to feel good Feetures! VP-marketing. be communicated visually.” For has taken hold in the pack and bag category, clean clothes, and a compact daypack zips off the main pack. about wool still remain. “Wool is itchy.” the sliver knit machine is extremely versatile,” explains about their purchase,” the exec fabrics that not only perform, but FootZen, which markets non- him, “it is not just acceptable to with consumers seeking out comfort, ease of Urban commuters also continue to drive trends in this category. also have a softer footprint on says. binding socks for the comfort list features.” Consumers want to “Wool shrinks.” Parkes, adding, “It can offer many different fabrications the planet” (and their feet), notes“Texture and feel are very and footwear solutions market, see what the sock is designed for, use, style and personalization options in the “From a practical perspective – let’s use Seattle or Portland as because you are dictating to each stitch which fiber type latest crop of bags. examples – many people in those cities bike to work, the sun sets “The industry has done such a good will be blown into it.” Sockwell director of marketing, important – this is typically an uses synthetic MedDry yarns along with one or two key benefits. “We see more and more travel revolving early, it’s grey and gloomy most of the time,” says Dana Kafka, Sarah Bailey. American-grown indicator of quality,” shares Kim which are soft on the skin in its For example, the Swiftwick BORN IN ADVENTURE. RAISED IN THE CITY. job pushing synthetics for the last few Sherpa, or faux shearling, is either 100 percent polyester or Gross, chief strategist for sales line. Combined with antimicrobial Flite XT is a cross-training sock around being outside and bringing the gear you director of sales and marketing at Jack Wolfskin USA. a blend of polyester and acrylic. Wool can also be introduced and marketing at Lily Trotters. mohair, MedDry offers “a very engineered to improve stability need with you,” says Gregory product manager Matthew Connors. “Having a pack that’s functional, practical, and delivers on safety, decades. There are a lot of consumers into the mix. As the yarn forms a jersey stitch, fiber is “The sock department The brand provides retailers with gentle interaction with the skin to during activities that require lat- “Overall, the trend of adventure travel is growing and we’ve built plus looks cool is important. The Fall/Winter 2019 Neuron packs TOP THREE TRENDS should be one Ready forof thethe pool, thefree beach, try-onthe trail socks “asorwe the street. believe to avoid irritation and friction,” says eral motion. GripDry (a nanofiber the pack to suit the variety of activities and packing styles to suit use large patterned reflective surfaces to create attention at night who grew up with a bias against wool,” blown into the stitch to present a high pile fabric. It is a very most profitable KHOMBU has real- you covered love “All us, isSeasons. All she to wear us,” theadds. Time”. Tanya Pictor, VP-marketing for blended with olefin) prevents 1 Consumers “get” wool practical fabric and hard wearing, with abrasion resistance any adventure.” and the Proton 18 uses bright LEDs surrounding the perimeter of Craft Active Intensity Baselayer says Mark Koppes, VP–product at estate per square foot Socks should not feel thick or FootZen parent co., Implus. slippage and keeps the foot dry. Gregory’s new Tetrad and Women’s Tribute adventure travel the pack.” and a good warmth value. in the store and a lot bulky, and should have the abil- FIND US AT At Wigwam, more styles from AnkleLock technology gives extra 2 Synthetics still lead the way Icebreaker. “People have to be re-intro- Toad&Co’s Sherpa reinterpretation takes on a 1970s campy, feel-good vibe. “It’s a look back to simpler times of bills should be paid ity to “slide from sneakers into for from sock sales.” work shoes,” according to Gross. the brand now incorporate Wigwam’s INgenius NXT technol- support around the ankle. There are other benefits, but these packs, MSRP $179.95-$239.95, are designed to work as travel lug- gage. Each pack features a lightweight, internal frame with adjustable Jack Wolfskin’s Proton 18, MSRP $179.95, is a commuting pack with LED lights sewn into the perimeter of the pack, so the user is duced to how Merino wool has evolved Mark Comcowich, OUTDOOR RETAILER Feetures! new marled look is cre- ogy, a strategically positioned are the meat of the product. In more visible while riding at night. The suspension system sits close 3 Versatility and style are key that align with the free spirit of getting out and experiencing Darn Tough Sales and ated through a new fabric for a knit-in lining, which moves mois- short, as per Swiftwick marketing and how comfortable it is against the Toad&Co’s Telluride Sherpa Jacket, Indigo Flannel LS Shirt, life on the trail under the open sky,” says Kyle Boettcher, Marketing Director. JULY 23-25 better, softer fit and feel. “If you ture away from skin to the outside manager Rebecca Henson, “this Left to right: Mystery Ranch Street Zen Pack; YLE Roll Pack; and Osprey Transporter Flap Pack. to the back with a central air channel, air permeable back padding VP–design/merchandising/supply. The Telluride Sherpa and breathable mesh fabric. BOOTH# 46143-UL Primo SS Crew and Five-Pocket Mission Ridge Pant. skin. It’s about getting consumers to Jacket mixes fashion and outdoor in a reversible number touch, feel and overcome their biases.” outdoorinsightmag.com January 2019 • Outdoor Insight • 23 FOR APPOINTMENTS AND INFORMATION CONTACT: 42 • Outdoor Insight • MICHELLE August 2018 BELLIA | MICHELLEB@EFNY.COM | 212-629-0282, EXT. 255 | WWW.KHOMBU.COM outdoorinsightmag.com 18 • Outdoor Insight • January 2019 outdoorinsightmag.com 50 • Outdoor Insight • August 2018 outdoorinsightmag.com 30 • Outdoor Insight • December 2016 outdoorinsightmag.com Performance Apparel Lifestyle Apparel Footwear Hosiery Packs Primus Onja Stove OUTDOOR EYE CAMPING KNIVES Kelty Sequoia 4-person Tent OUTDOOR EYE N E W P R O D U C T S / S U N G L A S S E S OUTDOOR EYE N E W P R O D U C T S NEW PRODUCTS MILLENNIALS Kelty Ardent Pack RMU / YLE PRO 110 SKI: Taking EVERYDAY design inspiration from a fish surf- Native / The Griz Old Town / Topwater 120 PDL board, the Yule Pro 110 features a XL frame stable yet floaty, surf-inspired con- Big Agnes Sentinel 30°F double sleeping bag The inspiration behind the Griz? Designed to be a “total fishing package in a struction, with hints of biomimicry PVC sidewalls The big and iconic grizzly bear, compact, nimble format,” the Topwater 120 PDL PADDLE of course. This XL frame is the is an ultra-stable, highly maneuverable boat. It from the noses and torsos of tiger ON HEROES largest in the Native product joins Old Town’s family of pedal-powered kayaks, sharks. A shorter turn radius makes line and the first active piece featuring the PDL Drivesystem. “The Topwater 120 this a good option as an inbounds designed with side venting. Like PDL rounds out our most sought-after lineup of ski, with responsiveness and its namesake, the Griz frame compact feature-rich angling kayaks,” says Ryan strength too. MSRP $899.99. is made for “trailblazing in the Lilly, brand manager at Old Town. Its ultra-stable Beartooth Mountains or chilling hull allows anglers to glide quietly and efficiently by the river.” through any water conditions. MSRP $109 to $129. UPF 40+ Sierra Designs Klymit Static V Sleeping Pad Summit Pack B Y C A R A G R I F F I N I n the outdoor knife category, their pocket or on their belt. desire a distinctive design that resonates with Tifosi / Aethon SMITH / 4D MAG GOGGLE: BLIZZARD / ZERO G 95: The main function and performance Sometimes function is the least them as an individual.” The newest cycling sunglass Wraparound frame This new goggle features innovation of the Zero G 95 is Carbon C have always been must- of their worries.” CRKT’s Pilar knife series is among its most from Tifosi is built to not only Chaos / Boardwalk Seaside Lifeguard Hat BirdsEye Vision, a lens technol- Drive 2.0 Technology, a 3D carbon M haves. Increasingly, style Performance and function popular EDC lines. Designed by Denmark’s protect from the sun, but also This dyed and natural straw lifeguard hat offers ogy that extends and curves fiber frame that is integrated over the Y to keep wind and debris out UPF40+ protection. It has an interior sweat- and aesthetic are taking remain critical for brands, Jesper Voxnaes, a sailor and outdoor below the sightline, offering a woodcore of the ski and is designed of the eyes. The 100 percent band and a chin strap with toggle adjuster. CM center stage, too, as clean regardless of “style” trends. The adventurer, the name Pilar is an homage to The brim width is 11 centimeters. MSRP $24.99. 25 percent increase of overall to reduce weight, increase safety and UV-protective wraparound, field of view, according to the deliver downhill performance. The net MY and modern designs drive new Sprint Series of knives from Ernest Hemingway’s boat, which Hemingway wide lenses offer unobstructed brand. It also includes updated result is a touring ski that is lightweight CY the Everyday Carry knife Buck Knives are modern and infamously ventured around in and used to chase peripheral vision for riders. MAG technology to lock the and functions as if it were designed CMY category in a trendy stylish knives that feature a unique German U-boats in the Caribbean during WWII. Lenses can be swapped with magnetic lens in place with specifically for a high level of downhill direction. ball bearing technology. They are The knife has a distinctive blade shape and three sets of lenses using K release levers on either side of performance. A unique product in the Protective “At Gerber, we work hard to have positioned as an everyday carry knife handle style, and has an aesthetic that consumers Tifosi’s Podium interchange the frame. MSRP $280. touring category. MSRP $840. Ro technology. Grilamid TR-90 ku Tw m Ne g a finger on the pulse of the EDC/ with an entry level price point. gravitate towards. “The o Pe rso we n ping Ba Pocket Dump culture,” says Kylie “A knife can give you status, kind MODERN inspired design has an frames keep the glasses light- weight and durable. n Te nt Slee Williamson, brand communication of like a watch or sunglasses,” notes DESIGN interesting back story gree MSRP $69.95. 20 De specialist, Gerber Gear. (See our Brooks. “We have been focusing quite TRENDS that speaks to the way Sierra Designs High Side Tent Um ak sidebar on #pocketdump trends.) a bit on style and aesthetics lately, but BRING we work with the Ro ku m “We’ve noticed that folks are all the while making sure that the blade THE custom knife making increasingly looking for everyday performs and is safe. I believe we are COOL community to bring Nemo Helio LX Pressure Shower carry knives that have character doing all of this very well.” FACTOR designs to life,” says and that can speak to a person’s At Columbia River Knife & Tool TO THE Flagg. identity.” (CRKT), the brand works with a EDC “The EDC category Costa / Vela Sunday Afternoons / Bug-Free Cruiser Net Hat With its Hydrolite nosepads, Gerber’s new Jukebox, which diverse roster of creative designers CATEGORY. is a growing trend and adjustable temple tips and a This hat conceals a net stowed in the crown with- Classic shape out changing its classic profile. It offers comfort comes out in June, hits on this from around the world to bring “a an important part of classic shape, the new Vela along with chemical-free protection. The net is Team OS1st Athlete: Justin McLamb (wearing OS1st AS6 Arm Sleeves & FS4+ Compression Bracing Socks) Nemo Stargaze trend. The Jukebox’s design features unique point of view” to its knife our business,” adds Flagg. frame is made to perform easily untucked for full head and neck protec- SOCKS WITH PURP Recliner an extended tang and its look is a designs. Leatherman, the iconic multi-tool brand, is in style. The style is part of tion. Black mesh provides visibility. Treated with the OCEARCH Collection, PFC-free durable water-repellent finish. MSRP $64. throw-back to the old barbershop “Style and aesthetic are important not only fine-tuning product aesthetic but is which supports OCEARCH, blades. The Jukebox has tortoise drivers across the CRKT product line,” also reinventing its brand aesthetic, with a new an at-sea lab led by explorers Photo: Sierra Designs High Side tent by Mason Strehl shell andlonger Clothing, footwear and gear stay fresher, marblewith colorthe options that powerful says Doug Flagg, VP of marketing & logo and brand refresh for 2019. and researchers who generate Kokopelli Packraft / Recon “align and elevate odor protection of innovative, ever-advancing the user’s Microban identity,” technologies. innovation, CRKT. He adds, “style Thirty-five years after Tim Leatherman started critical data and put science OS1st® socks are designed with strategically Perfect for road-to-river whitewater or an after- Williamson says. and aesthetic are especially vital to the the brand by creating a multi-tool in his garage, on the side of sharks. The grade support along with unique features work paddling session, the durable Recon has Don’t miss our “Odor Control: Myths vs.ChrisFacts” workshop Brooks, on July director 26th of brand Everyday Carry (EDC) category. Our the brand is redefining its positioning and Vela is named for “pez vela,” or “sailfish” and is designed 0.9 mm PVC sidewalls and 0.9 mm PVC floor. and to help prevent recurring symptoms from at 11AM in the Trend and Design Center (#155-415) to learn the dirty management, Buck Knives, agrees that research has shown that consumers unveiling Leatherman FREE, an entirely new It is self-bailing and weighs in at 18 pounds, foot and leg pain. Socks with Purpose® feat little secret behind silver and other odor-control myths. to be “as majestic as its fishy “style and aesthetics are very important platform of multipurpose tools which aims to with a 210 Diamond-Ripstop Nylon full-length namesake.” Available in Shiny target Plantar Fasciitis, Achilles tendonitis, inflatable floor and Integrated seat. The new in an Challenge” Stop by our Fresh Bar and take the “Sniff EDC.” Adds Brooks, “Mostwe’re to see how folks Gerber Gear’s Straightlace is a slip joint offer an elevated user experience. Coastal Fade (pictured) and heel/arch pain, bunions and shin splin will purchase leading the industry in anti-odor solutions off of seamlessly that merge looks and how the into knife designed microban.com to open and close without a Leatherman’s new FREE collection is its most Matte Deep Teal Crystal. Recon aims to bring commercial raft durability to the packraft category. Compression Bracing Socks can also be us your systems. knife feels in their hands or looks in traditional lock. extensive product launch ever. Items in the ©2017 All Rights Reserved. MICROBAN is a registered trademark of Microban Products Company. after long runs or any activity. Tepui Modular Canopy Tent Mountainsmith Trippin Fanny Pack 34 • Outdoor Insight • August 2017 outdoorinsightmag.com VISIT BOOTH #250-105 18 • Outdoor Insight • May 2019 outdoorinsightmag.com 18 • Outdoor Insight • June 2019 outdoorinsightmag.com 22 • Outdoor Insight • June 2019 outdoorinsightmag.com 10 • Outdoor Insight • January 2019 outdoorinsightmag.com paddle-on.indd 1 6/20/2017 11:42:33 AM Camping Cutlery Eyewear Water Sports Snow Sports outdoorinsightmag.com
OUTDOOR INSIGHT MEDIA PLANNER 2021 ® Consumer Surveys CARPE TRENDEM Trend Insight: A snapshot of what’s resonating with consumers to help make smarter business decisions, inspire creative solutions, and generate original ideas. Seize the Trend TRENDINSIGHT We surveyed 120 outdoor consumers. Here is what they told us. TRENDINSIGHT We surveyed 106 active/outdoor consumers. Here is what they told us. TRENDINSIGHT We surveyed 100 consumers. Here is what they told us. Consumers Weigh in on Is sustainability/eco-friendliness an important factor for you Cold Weather Outdoor Are you a member of a loyalty program for any How often do you shop for outdoor apparel, Sustainability when selecting apparel, footwear or gear to purchase? Purchasing 1% When dressing for winter Consumers outdoor specialty retailers? footwear or gear online? 62% NO sports do you “layer” Talk Specialty Yes Less than 6X per year 99% your outfit to achieve maximum warmth? YES 27% 10% 35% 47% 53% 65% Not Important Somewhat important Very Important If yes, which of these “layers” 48% do you consider most critical? “Yes, I consider this when comparing items, but it needs to be obvious on the tag or marketing that these products are eco/sustainable, otherwise it is difficult to differentiate AS WINTER ROLLS IN WE ASKED between competitors.” MALE 30 37% consumers for feedback on how they keep warm “It’s not important to me because I need quality, and sustainability is not often known in the cold. We also asked how eco issues factor No WE ASKED OUTDOOR ENTHUSIASTS TO SHARE SUSTAINABLE AND ECO-FRIENDLY PRODUCTS for quality.” FEMALE 48 into purchasing decisions, and how inclined their thoughts on the outdoor retail experience, More than 6X per year are a major talking point for outdoor brands at “Eco-friendly is second on my list of important things to think of when making a they are to purchase used gear and to shop at including in-store, online and on social media. the moment — with good reason. In our exclusive purchase. Comfort is the most important thing.” FEMALE 32 Sixty-five percent of survey respondents said consignment shops. Ninety-five percent say they’d research on these pages, we surveyed more “I’m not convinced that all sustainable products are ‘greener.’” MALE 42 they shop for outdoor footwear, apparel and than 100 active/outdoor consumers about their consider buying used gear. Questions regarding “To be completely honest I buy clothing based on the way it looks. If I see something 14% gear online more than six times per year, with 63 thoughts on sustainable products, the marketing hang tags and labels generated interesting results: that catches my eye, environmentally friendly or not, I’ll purchase it.” FEMALE 29 percent shopping at an online site affiliated with of these products, and about their own role in the some respondents focused on garment care, while “It is becoming increasingly important. I currently feel like many things are called a brick-and-mortar store. Forty-eight percent sustainability discussion. Ninety-five percent of others used labels to identify material content. eco-friendly as a selling point, but I suspect the sourcing is insignificantly more said they’d be willing to pay $10 for same-day How much would you Do you require a discount on consumers told us that brands that are working to sustainable and that they will behave insignificantly differently in the landfill. If I had Next-to-skin performance fabrics are trending, delivery from an outdoor specialty store. When be willing to pay for product before purchasing it be sustainable should advertise it. Seventy-seven actual reason to believe that something is truly sustainable/eco-friendly, then yes. But same-day delivery from an with respondents reporting that base layer is a it comes to social media, Facebook is the channel when you shop in an outdoor percent told us they would be willing to pay more I am highly skeptical of most that make this claim, as I suspect it is largely a marketing consumers told us they use the most in following outdoor specialty retailer? specialty store? ploy to appeal to people who want this.” FEMALE 38 key layer in their cold-weather wardrobe. And for an eco-friendly product. Yet 44 percent said Mid-layer Outer-layer Base layer specialty stores, with Instagram a close second. they place “very little” consideration on the eco 78 percent of consumers said that purchasing a “I like it, but the product has to be appealing without it.” FEMALE 33 Outdoor consumers also shared thoughts on 82% impact of the packaging and shipping of products garment described as eco-friendly makes them buying outdoor products on Amazon. (See page they buy online. Consumers also weighed in on “feel good.” n 38 for those answers.) And we asked “What the retailer’s role in the sustainability equation. makes an outdoor specialty retailer great?” Turn Are you willing to pay The survey, conducted by MESH01, included See our back page for those interesting replies. n “Tough question. It really depends on wind conditions, temperature and more for a sustainable/ How much more would you be to our back page for those answers. n The survey, conducted by MESH01, included 100 respondents, active men and women, aged precipitation. I live in Maine and I never go anywhere without a waterproof layer. eco-friendly product? willing to pay for a sustainable / The survey, conducted by MESH01, included 120 106 active/outdoor sports participants, men and 18-60, with an average age of 38 years old. Summer or winter. My mid-layer has become very important for regulating heat.” eco-friendly product? 48% Male / 60 respondents, men and women. women, aged 18 to 55. No 26% 26% “The outer layer is very critical as conditions may change quickly. A proper water 20% and wind repellent layer that can be removed and reapplied quickly is best as CARPE CARPE CARPE conditions and body temperature changes.” Male / 47 TRENDEM SEIZE THE TREND! TRENDEM SEIZE THE TREND! 23% 16% TRENDEM SEIZE THE TREND! 20% 23% 11% “Though all are important to make the system work, I focus on the base layer to ensure proper moisture-wicking away from the skin.” Male / 48 Trend Insight Consumer is a feature within Outdoor Insight 8% 8% 10% Trend Insight Consumer is a feature within Outdoor Insight Trend Insight Consumer is a feature within Textile Insight that delivers research conducted on the MESH01 Platform. that delivers research conducted on the MESH01 Platform. that delivers research conducted on the MESH01 Platform. “The base layer sets the stage for everything else. If you are not warm and MESH01 collects data from a select panel of sports MESH01 collects data from a select panel of sports MESH01 collects data from a select panel of sports enthusiasts. For information on the Mesh01 Platform, contact Zero Up to $10 to $20+ enthusiasts. For information on the Mesh01 Platform, contact 77% enthusiasts. For information on the Mesh1 Platform, contact protected at the core, you won’t be warm or appropriately protected at any other level.” Female / 47 Brian Bednarek at 603-766-0957 or brian.bednarek@ Always Never Sometimes Brian Bednarek at 603-766-0957 or brian.bednarek@ Not Brian Bednarek at 603-766-0957 or brian.bednarek@ $10 $20 $5-$10 $10-$15 $15-$20 More willing to Yes mesh01.com. For more information on Trend Insight mesh01.com. For more information on Trend Insight than $20 mesh01.com. For more information on Trend Insight Consumer and how your company can participate, contact Consumer and how your company can participate, contact pay more Consumer and how your company can participate, contact “Base layers are most important unless it’s extreme weather, then the outer layer Jeff Nott at 516-305-4711 or jnott@formula4media.com. Jeff Nott at 516-305-4711 or jnott@formula4media.com. Jeff Nott at 516-305-4711 or jnott@formula4media.com. is more important – being waterproof or windproof.” Male / 38 44 • Outdoor Insight ~ January 2019 outdoorinsightmag.com 36 • Outdoor Insight • May 2019 outdoorinsightmag.com 54 • Outdoor Insight • June 2019 outdoorinsightmag.com Powered by Mesh 01 outdoorinsightmag.com
OUTDOOR INSIGHT MEDIA PLANNER 2021 ® 2021 Editorial Calendar Outdoor Retailer + Snow Show Outdoor Retailer Summer Market January 2021 Features Ad Close Materials Due May 2021 Features Ad Close Materials Due Outdoor Trends: 01/04/20 01/08/21 The Great 8 Insight from retailers 04/26/21 05/03/21 Retailer+ Apparel, Footwear, Gear in Outdoors across the nation. Snow Show Category Coverage: Apparel Issue Cutlery Footwear Optics Camping Skin Care Nutrition Snow Sports Preview Cutlery Watches / GPS Winter 2021 Features Ad Close Materials Due June 2021 Features Ad Close Materials Due Outdoor Our exclusive product 01/05/21 01/12/21 Outdoor Hosiery 05/17/21 05/24/21 Insight showcase to highlight what’s Retailer Hydration Gear Guide on shelves now Summer Amphibious Footwear mixed with inspirations Market Paddle Sports and opportunities for Show Issue SUPs Fall 2021. + Racks Outdoor Packs Insight Trail Running & Hiking Gear Guide Electronics Pet Products Skin Care Sunglasses Sandals Outdoor Lifestyle outdoorinsightmag.com
OUTDOOR INSIGHT MEDIA PLANNER 2021 ® Circulation and Advertising Rates Reaching the retail stores that drive the business in the outdoor category. WHO WHERE Sporting Goods New England Manufacturers Stores Pacific Mid- Department Atlantic Stores/Mass 5% 17% merchants MAILED 16% 11% 4% 16% 6,000 15% 16% BONUS SHOW DISTRIBUTION 17% 68% 15% Mountain 1,000 South Atlantic South North Outdoor Specialty including Central Central Snowsports and Running stores Advertising Rates Ad Size 1X 2X 4X Full Page $3,400 $2,950 $2,450 1/2 Page $2,210 $1,920 $1,595 1/3 Page $1,870 $1,625 $1,350 1/4 Page $1,360 $1,180 $ 980 outdoorinsightmag.com
OUTDOOR INSIGHT MEDIA PLANNER 2021 ® Outdoor Insight Magazine Web Site outdoorinsightmag.com Outdoor Insight Magazine Website outdoorinsightmag.com Duration Top Banner Side Box 3 Months $1,500 $1,000 14,050+ 6 Months $2,750 $2,000 PAGE VIEWS 12 Months $5,000 $4,000 Outdoor Insight Magazine E-Delivery Notification (4x per year) Ad Size Per issue Side Box $350 Banner $500 Sponsored Content Block (Advertorial + Web Ad) $2,500 2,900+ DIGITAL Sponsored Content Email Campaign DISTRIBUTION Ad Size Per issue Sponsored Content Block + Advertorial $2,000 Statistics source: Google Analytics October, 2019 - October, 2020 outdoorinsightmag.com
OUTDOOR INSIGHT MEDIA PLANNER 2021 ® Contact Information Editor-in-Chief Publisher Cara Griffin Jeff Nott 914-309-6100 516-305-4711 cgriffin@formula4media.com jnott@formula4media.com Contributors Sales Emily Walzer Katie O’Donohue Jennifer Ernst Beaudry 828-244-3043 Bob McGee kodonohue@formula4media.com Suzanne Blecher Sam Selvaggio 212-398-5021 sselvaggio@formula4media.com Production Brandon Christie 516-305-4710 bchristie@formula4media.com formula4media.com/production.html outdoorinsightmag.com
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