BOULDER, Colorado (June 2, 2026) – Mammut, the Swiss mountain sports brand with more than 160 years of alpine heritage, is partnering with the Appalachian Trail Conservancy (ATC) to support the organization’s “Take a Hike” campaign and Definition Petition.  The nationwide effort seeks to reclaim the phrase “take a hike” from a dismissive gesture into an inviting call to reconnect with the outdoors. The partnership reflects Mammut’s core mission of making gear that inspires more people to get outside.

Through the collaboration, Mammut will contribute $1 for every signature added to the Take a Hike Definition Petition (now through August 2026), unlocking funding to help the ATC protect and care for the Appalachian Trail. The petition calls on major dictionary publishers, including Merriam-Webster and the Oxford English Dictionary, to add a modern, positive definition: A friendly invitation to reset, recharge, and reconnect with the outdoors.

“With Mammut’s support, every person who signs the petition helps to protect the Appalachian Trail, and helps to rewrite the definition of ‘take a hike’ to reflect the mental, physical, and emotional benefits of hiking,” said Caroline Ralston, Associate Vice President of Marketing and Communications for the ATC. “We’re incredibly grateful to Mammut for standing with us. Their support advances our efforts to ensure the Appalachian Trail and its landscape are always protected, resilient and connected for all.”

For over 160 years, Mammut has created technical mountain gear to enable more people to experience the outdoors safely and confidently. Partnering with the ATC extends that legacy from high alpine environments to the forests, ridgelines, and communities along the 2,190-mile Appalachian Trail, inviting more people to discover the Trail while helping safeguard it for future generations.

The partnership builds on Mammut’s “Take a Hike” brand campaign, which channels online negativity into something healthier: going for a hike. The campaign uses an AI chatbot named Cliff to intercept moments of online negativity and invite people to log off and “take a hike.” Inspired by research on the mental and physical benefits of nature, the campaign reframes hiking as a modern, science‑backed form of self‑care and a healthier alternative to doom‑scrolling.

“Our partnership with ATC is an invitation to lace up your boots and hit the trail,” said Matt Kaplan, Managing Director of Mammut North America. “We want to help more people step away from their screens, reconnect with the natural world, and feel the mental and physical benefits that come from even a few hours outside. When someone signs the petition and heads outside, they’re not only doing something good for themselves – they’re helping protect one of the most iconic hiking routes on the planet.”

Mammut and the ATC are inviting everyone – from seasoned thru-hikers to first‑time day hikers – to join the movement:

• Sign the Definition Petition at org and unlock $1 from Mammut for the Appalachian Trail Conservancy.
• Invite friends and family to “take a hike” by sharing the petition and planning a local hike.
• Use hashtags #appalachiantrail #takeahike to join the conversation.

To learn more about the campaign and sign the petition, visit appalachiantrail.org. To learn more about Mammut and its spring 2026 hiking collection, visit Mammut.com.

About Mammut

Founded in 1862 in Switzerland, Mammut is a global leader in mountain sports, offering premium apparel, footwear, avalanche safety equipment, climbing gear, and packs designed for demanding conditions in alpine environments.  With a legacy rooted in innovation and safety, Mammut partners with athletes, guides, and leading mountain destinations to advance best practices and inspire more people to experience the mountains responsibly.

About Appalachian Trail Conservancy

Founded in 1925, the Appalachian Trail Conservancy works passionately to manage and protect the Appalachian National Scenic Trail. As the only non-profit devoted exclusively to the entirety of the Trail and its landscape, we endeavor to keep its vast natural and scenic beauty healthy, resilient, and connected, so that everyone can experience its transformative power for generations to come. Together with our supporters, partners, and thousands of volunteers, we keep the Trail alive.

BOULDER, Colo. (June 2, 2026) — SCARPA, global manufacturer of high-performance mountain footwear, this month won two 2026 European Outdoor Awards, a Gold Award in the Mountaineering Product Category and a Bronze Award in the Trail Running Product Category. The awards recognize two new SCARPA products that will launch in early 2027.

The European Outdoor Award, developed in partnership with the European Outdoor Group, recognizes exceptional innovation across the Outdoor Industry. The awards are judged and selected by an international jury that includes experts from the outdoor, sports and sustainability sectors, journalists, and panel members who represent the consumer perspective.

In the Mountaineering Category, SCARPA won Gold for its new Ribelle, a reinvention of its current Ribelle® lightweight mountaineering boots. Jury members called out that the Ribelle is the first brand to integrate GORE-TEX Invisible Fit waterproof protection into footwear in the mountain category, which is an 18-month exclusive for SCARPA on that technology’s use in the mountain category. The jury also highlighted a number of design features in the Ribelle that combine to yield exceptional efficiency of movement for walking and climbing combined with minimal weight.

“The Ribelle combines efficient walking dynamics with full technical capability,” the jury’s statement said. “The integration of Dynamic Tech Roll and GORE-TEX Invisible Fit creates a balanced system that supports fluid movement, reliable protection, and control across varied and demanding mountain terrain.”

In the Trail Running Category, SCARPA won Bronze for its new Alien Sky trail-running shoe, which was designed in concert with SCARPA’s elite alpine-running athletes. The jury members called out a range of design features that made the Alien Sky stand out in steep, technical terrain where precision and responsiveness are critical. Those include the use of ultra-lightweight, nitrogen-infused super-critical A-TPU midsole that provides high energy return as well as a seamless sock-like upper that eliminates pressure points, provides debris protection, and creates a direct, precise connection to the foot.

“The Alien Sky is a technically advanced trail-running shoe designed for anyone who pushes themselves to the limit on the trail,” the jury’s statement said. “Every component is designed with the same goal in mind: precision, lightness, and maximum propulsion.”

The award winners were unveiled at European Outdoor Week in Riva Del Garda, Italy, May 14-17.

About SCARPA and SCARPA North America

Founded in 1938, SCARPA builds performance footwear for climbing, hiking, skiing, mountaineering, trail running and other outdoor pursuits from its headquarters in Asolo, Italy. SCARPA has been owned and operated by the Parisotto family since 1956. In 2005, SCARPA opened its North American headquarters in Boulder, Colo., staffed and directed by veterans of the North American outdoor industry, to oversee sales, marketing and distribution in the U.S., Canada and South America. For more information about SCARPA footwear, visit www.scarpa.com.

Media Contact

Verde Brand Communications

(970) 235-0268

scarpa@verdepr.com

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NAPLES, Fla., and Carrboro, N.C. (June 1, 2026) — Fleet Feet, the nation’s largest franchisor of running specialty stores with more than 285 locally owned and operated locations, today announced the opening of Fleet Feet Naples, owned and operated by Brian and Janene Urichko. The store is located at The Pavilion shopping center, 8961 Tamiami Trail N., Naples, FL.

About Brian and Janene Urichko
Lifelong athletes, the Urichkos’ journey with Fleet Feet began a decade ago in Central Florida as customers. After experiencing the Fleet Feet fit id® process, Brian and Janene turned their passion for running into a business and now own two locations in Southwest Florida.

“Opening a second Fleet Feet store is a dream come true and labor of love,” said the Urichkos. “We are excited to expand our passions for shoes, running, walking, and educating others, and are grateful to be a part of such an active, vibrant Fleet Feet community in Southwest Florida.”

Before joining Fleet Feet, Brian Urichko moved to Florida from Illinois in 1978, and earned degrees in Exercise Physiology, Secondary Education Science, and Educational Leadership from the University of Florida. Brian spent seven years as a teacher and 20 years as a school principal.

Janene Urichko came to Central Florida from Miami in 1979 and built a career in education, earning a Master’s in Elementary Education from the University of Florida, along with endorsements in ESOL and Gifted Education. Most recently, she developed a new gifted curriculum at St. Luke’s Lutheran School in Oviedo. She also spent several years as a real estate agent.

High school sweethearts, Brian and Janene are parents of two adult sons, Ethan and Aiden, who are both active in the Urichkos’ Fleet Feet franchise in Fort Myers. In 2022, the Urichkos drove a sales increase of 51% in their first year of ownership at Fleet Feet Fort Myers, one of the largest year-over-year increases of any Fleet Feet. The Fort Myers location continues to demonstrate strong growth, posting approximately 11% sales growth in 2025.

Grand Opening and Product Offerings

Fleet Feet Naples is scheduled to open on June 1, with a grand opening celebration on June 3 to coincide with Global Running Day. Celebrations continue on June 13, with an On Running event featuring food, beverages, and giveaways.

The store will carry top brands such as HOKA, Brooks, On, Nike, Adidas, and more. Shoppers can experience Fleet Feet’s fit id® outfitting process, using 3D foot scanning to measure foot length, width, volume, and arch height to fit each customer with the right shoe for their unique stride. Fleet Feet Naples will also offer beginner, half marathon, and full marathon training, plus community runs highlighting local run clubs.

“The Urichkos are exactly the kind of owners who make Fleet Feet special,” said Jason Jabaut, chief operating officer at Fleet Feet. “Their steadfast approach to serving runners in the community and passion for the sport has resonated strongly in Southwest Florida, where their leadership has been a constant driver of success. I look forward to seeing them build the same community out of the Naples store.”

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About Fleet Feet
Founded in 1976, Fleet Feet is the largest franchisor of locally owned and operated specialty run stores. With more than 285 Fleet Feet stores in 40 states and a national headquarters in Carrboro, North Carolina, Fleet Feet is committed to providing runners, walkers and fitness enthusiasts with outfitting expertise, robust training programs, community support and rewards.

Fleet Feet believes that Running Changes Everything® and has been recognized in Fast Company’s Brands That Matter, the Inc. 5000 list of America’s Fastest-Growing Companies and Best in Business, Newsweek’s list of America’s Best Retailers and America’s Best Online Shops, and PRWeek’s Purpose Awards. Stay inspired, motivated and connected at Fleet Feet.

SAN FRANCISCO (June 1, 2026) — JAM Collective, a public relations agency specializing in outdoor and active lifestyle industries, has been named agency of record for Roark. The appointment increases JAM Collective’s portfolio of premium adventure brand partnerships.

The agency will lead strategic communications, media relations, brand storytelling, and integrated PR campaigns for Roark, helping to grow brand awareness across outdoor, travel, and active/run audiences in the U.S.

“Roark has built something rare, a brand where durable, high-performance gear meets iconic style, all anchored by a genuine spirit of adventure,” said Julie Atherton, CEO and founder of JAM Collective. “Adventure Never Fails isn’t just a tagline; it’s a worldview that resonates across outdoor, travel, and active communities. We’re proud to help bring that narrative to earned media in a bigger way.”

“At Roark, storytelling and authentic adventure have always been central to who we are as a brand,” said Mike Wallace, Global Marketing Director, Roark. “As we continue to grow across outdoor, travel, and running categories, we were looking for a PR partner that deeply understands both performance product and culture. JAM Collective brings strong media relationships, strategic thinking, and a genuine passion for the industries we serve, making them a natural fit for this next chapter of growth.”

Roark joins the family of JAM Collective brands, including nationally and internationally recognized clients such as Snow Peak, Mountain Hardwear, LifeStraw, Red Wing Heritage, and deuter.

For Roark media inquiries, please reach out to roark@jamcollective.net.

About JAM Collective

JAM Collective is a boutique public relations agency specializing in outdoor, active lifestyle, and premium consumer brands. With a focus on strategic storytelling, media relations, and culturally relevant campaigns, JAM partners with brands to build awareness, credibility, and long-term brand equity. www.jamcollective.net

About Roark

Founded from a desire to tell authentic stories born of adventure and discovery, Roark creates purpose-built travel and lifestyle gear inspired by destinations around the world. Each season, the brand explores new landscapes through surfing, climbing, running, skating, and other pursuits, testing products designed to move seamlessly from the trail to the city. Guided by durability, comfort, and versatility, Roark continues to expand its use of sustainable materials and Fair Trade partnerships across its collections. Driven by a spirit of exploration and self-discovery, Roark equips modern adventurers for life on the road and beyond. For more information, visit https://roark.com/

MINNEAPOLIS, Minn. (May 27, 2026) – Outdoor Retailer, the platform for connection, learning, and outdoor innovation, today announced the closing keynote for Industry Day: author, skier, ultrarunner, and DEI consultant Mirna Valerio. Industry Day takes place August 19th from 1:30 p.m. to 5:00 p.m. at the Minneapolis Convention Center.

Outdoor Retailer’s Industry Day is a leadership forum that convenes retail leaders, brand executives, innovators, and researchers for a fast-moving, ideas-driven exploration of the forces reshaping the outdoor industry. The afternoon stage program will focus on consumer behavior, innovation, technology, and the evolving structure of outdoor commerce.

“Industry Day gathers the outdoor community together around the ideas, innovations, and conversations shaping the future of our industry,” said Matthew Mathiasen, group show director, Emerald. “Mirna embodies resilience, inclusion, authenticity, and expanding who feels welcome in outdoor spaces. Her perspective and story will leave attendees inspired, while reinforcing the importance of building an industry that reflects and serves a broader, more diverse community.”

The program includes “The Big Debate: Is the Independent Shop the Future of the Outdoor Industry?” moderated by Mike Massey, founder of Locally, featuring Neil Fiske, president of Black Diamond, Brendan Madigan, founder of Alpenglow Sports, and Dana Caraway, founder and owner of Caraway & Co. The session addresses whether independent specialty retail remains the industry’s innovation engine or whether broader market shifts are redefining its role.

Next, “The New Customer Code: Getting Gen Z & Winning with Women” examines how generational change and women’s purchasing power are reshaping retail strategy. Moderator Kristin Hostetter leads Sara Lawhead, vice president of ThackerNYC, Jamie Kvamme, director of marketing at Red Wing Shoe Company, and Nadah Feteih, founder of Ma’wa Collective, in a discussion on values-driven consumption and evolving consumer identity.

“The Gear of Tomorrow: Wearables, Smart Tech & Innovation” follows, focusing on how technology is being embedded into performance systems. Moderator Peter Sachs is joined by Lucy Dunne, co director and founder of the University of Minnesota Wearable Technology Lab, Dustin English, Chief Experience Officer of VOORMI, and Kristoffer Stokes, co founder of D glue, to examine how wearable tech and smart textiles are reshaping outdoor equipment and apparel.

“The Tools of Tomorrow: AI & The Circular Economy” expands the conversation to systems level change. Moderator Peter Whitcomb, CEO of Tersus Solutions, leads Ramiro Gomez, co founder of Alpaka, Barruch Ben Zekry, senior director new business models at VF Corporation, and Aaron Provine, president of Geartrade, in a discussion on how AI, e-commerce, and circular systems are reshaping supply chains and unlocking new business models.

Closing the program, Mirna Valerio will speak on belonging and her work to expand who feels seen and welcomed in endurance sports and outdoor spaces. A former educator and cross country coach, she is the author of A Beautiful Work in Progress. After recommitting to running following a health scare in 2008, she launched her blog Fatgirlrunning, which became a widely followed platform documenting her journey as a larger bodied endurance athlete and advocate for inclusion in outdoor sports.

The event will conclude with a special evening rally in partnership with Save the Boundary Waters, bringing together the outdoor community in defense of the Boundary Waters Canoe Area Wilderness amid renewed federal efforts to roll back long standing protections and reopen the region to mining activity. The event features National Geographic adventurers and advocates Amy Freeman and Dave Freeman, alongside ultrarunner and Minnesota state representative Alex Falconer, underscoring the industry’s continued engagement in conservation and public lands advocacy.

About Outdoor Retailer

Outdoor Retailer is where the outdoor industry comes together to move the business of the outdoors forward. Designed in collaboration with brands, retailers, and industry leaders, the event creates space for connection, practical education, and the discovery of innovative products shaping the future of outdoor recreation. Outdoor Retailer is where the outdoor industry gathers to connect, collaborate, and take ownership of what comes next – #MakeItYours. Learn more about and #MakeItYours at outdoorretailer.com

Media Contact: Chris Goddard, CGPR, chris@cgprpublicrelations.com (781) 640-8387 or marybeth@cgprpublicrelations.com

STOCKHOLM, Sweden – May 27, 2026 – RECCO, a global search and rescue technology, is proud to be an ingredient partner in the award-winning new Valkyr 12 mountain running vest from Rab, which was named a Gold Winner in the Trailrunning Product Category of the 2026 European Outdoor Award. Featuring an integrated RECCO® reflector, the Valkyr 12 combines women-specific performance design with added searchability for mountain runners in remote outdoor environments.

The Valkyr 12  forms part of the brand’s new Spring/Summer 2027 collection. By integrating RECCO technology into the Valkyr 12, Rab reinforces its commitment to outdoor safety while supporting professional rescue teams with technology designed to help locate missing or injured people in the event of an emergency. The passive RECCO reflector enables searchability by professional rescuers using RECCO detectors, which are deployed by search-and-rescue organizations worldwide.

“This award is a powerful endorsement of Rab’s women’s focus strategy,” says Katia Tastagh, Product Designer at Rab. “The Valkyr 12 represents years of learning, testing and collaboration with female athletes, resulting in a running vest that delivers performance, comfort and confidence in equal measure.”

The European Outdoor Award 2026, developed together with the European Outdoor Group, recognizes standout innovation across the outdoor industry and supports both retail sell-in and consumer awareness.

“We are excited to see RECCO technology integrated into the award-winning Valkyr 12 from Rab,” says Fredrik Steinwall, CEO of RECCO. “This recognition highlights the growing importance of combining performance innovation with outdoor safety solutions. As mountain running continues to grow globally, we are excited to work with leading brands like Rab to help make outdoor enthusiasts searchable in more environments and activities.”

The RECCO rescue network continues to expand globally, with the system now used by ski resorts and search-and-rescue organizations in more than 950 locations across 32 countries. RECCO continues to grow both its ground-based detector infrastructure and helicopter-based search-and-rescue capabilities to help improve response times in remote outdoor environments.

Photo Link:

https://reccoab.sharepoint.com/:f:/s/RECCOExternalSharing/IgCbMf87sq-hRbATQmc-OnzPASiiEhQ3RoXKITEg_YfAC58?e=ZUVjdb

About RECCO

RECCO® advanced rescue technology makes outdoor enthusiasts searchable to rescuers in case of an avalanche accident or when lost in the outdoors. The technology builds on a two-part radar system. Rescuers carry RECCO® detectors that send out search signals which are echoed by RECCO® reflectors, carried by the user. RECCO® detectors are used worldwide at more than 950 ski resorts and mountain rescue organizations in 32 countries. RECCO® reflectors are integrated into select apparel, helmets, protection gear and boots manufactured by more than 150 leading outdoor brands. RECCO AB was founded in 1983 in Sweden and is owned by its founder Magnus Granhed and the publicly traded investment company Traction AB (listed on OMX Nordic Exchange Stockholm).

More info at recco.com.

About Equip Outdoor Technologies Ltd.

Equip Outdoor Technologies UK Ltd is an international business with the head office based in Derbyshire, UK. We are proud to own both the Rab and Lowe Alpine brands. We design exceptional product to meet the needs of our active customers. We encourage our teams to thrive and be part of our success. Our passion for the outdoors and adventurous spirit sets the foundation for what we do. We have approved near and long-term science-based emissions reduction targets with the SBTi and are proud to be a Fair Wear Leader Brand. www.equipuk.com.

Media Contact

Verde Brand Communications

(970) 235-0268

recco@verdepr.com