Type: Articles

 G-Form, a technology-driven protective solutions provider, today announced it was named the official protection sponsor of PMC Unpaved, a first of its kind gravel bike-a-thon. This inaugural event, taking place on October 1, includes two gravel routes, 50- and 30-mile options starting and ending at Camp Mah-Kee-Nac in Lenox, Mass. PMC Unpaved is a spoke in the wheel of the Pan-Mass Challenge’s (PMC) yearly fundraising campaign to raise critical funding for the Dana-Farber Cancer Institute. G-Form will join the organization’s community of passionate cyclists, volunteers and generous donors in support of the shared goal to make an impact in the fight against cancer.

 

G-Form has been an innovator in mountain bike protection with proprietary protective technology since 2010, providing knee guards, elbow guards, gloves, and protective compression wear for youth and adults. The brand is known for its SmartFlex™ Technology made with non-Newtonian material, making it soft and flexible until pressure is applied, at which point it hardens and protects. SmartFlex provides uninhibited freedom of motion and delivers the ultimate fit for athletes ensuring that the padding remains moisture-free and lightweight, regardless of the conditions.

 

“G-Form is proud to be a sponsor of the first PMC Unpaved event and to support the lifesaving research at the Dana-Farber Cancer Institute known around the world,” said Vice President of Global Marketing, Steven David. “This event will bring people and organizations together to enjoy the outdoors for a good cause right in our backyard.”

 

“I am pleased to welcome G-Form as our official protection sponsor for PMC Unpaved,” said Billy Starr, founder and executive director of the PMC. “We are grateful for their partnership as we kick off this inaugural gravel ride, which will support our fundraising efforts for Dana-Farber and this year’s $66 million goal.”

 

PMC Unpaved will bring together up to 500 new and existing PMC riders for a fun and challenging off-road cycling experience to raise money—as with all PMC cycling events, 100% of every rider-raised dollar from PMC Unpaved will directly benefit lifesaving cancer research and treatment as part of the PMC’s gift to Dana-Farber. In 2022, the PMC, Dana-Farber’s largest single contributor, has a fundraising goal of $66 million.

 

To learn more about PMC Unpaved or to make a financial contribution, visit unpaved.org,. Connect with # #PMCUnpaved on Facebook, Twitter, Instagram and LinkedIn.

 

About the Pan-Mass Challenge:

The Pan-Mass Challenge (PMC) is a bikeathon that today raises more money for charity than any other single athletic fundraising event in the world. The PMC was founded in 1980 by Billy Starr, who remains the event’s executive director, an annual cyclist and a fundraiser. The PMC has since raised $831 million for adult and pediatric patient care and cancer research at Dana-Farber Cancer Institute through the Jimmy Fund. The event donates 100 percent of every rider-raised dollar directly to the cause, generating 55 percent of the Jimmy Fund’s annual revenue as Dana-Farber’s single largest contributor. The PMC has successfully melded support from committed cyclists, volunteers, corporate sponsors and individual contributors, all of which are essential to the PMC’s goal and model: to attain maximum fundraising efficiency while increasing its annual gift. The PMC’s hope and aspiration is to provide Dana-Farber’s doctors and researchers with the necessary resources to discover cures for all cancers. The PMC is presented by the Red Sox Foundation^® and M&T Bank. For more information on the Pan-Mass Challenge, visit www.pmc.org.

About G-Form:                                                                     

G-Form is a technology-driven protective solutions provider. A pioneer in the advancement of impact protection technology for athletes, the company’s proprietary cutting-edge manufacturing process and utilization of innovative SmartFlex™ materials combine high-level impact protection with comfort, style, and complete freedom of motion. G- Form has become a chosen protective equipment brand for athletes across multiple categories including baseball, MTB, BMX, skateboard, soccer, volleyball, military, and professional stunt. For more information about G-Form, visit www.g-form.com.

Flagstaff, Ariz., (Sept. 17, 2022) – The 2022 Stages Cycling Barn Burner, an endurance mountain bike race owned and produced by Life Time (NYSE: LTH) and Leadville Trail 100 MTB qualifier event, took place this Saturday, bringing more than 400 cyclists representing 28 states and three countries to Flagstaff, Ariz. Athletes ages 9 to 68 took on various event distances as part of this family-friendly weekend. 

“The Arizona high-country delivered today,” Ryan Cross, Senior Marketing Manager at Life Time Events said. “After a hot summer, it was such a pleasure to welcome hundreds of racers up to higher elevation under sunny skies and cooler temperatures for a beautiful day of mountain bike racing. Congratulations to all of the participants, particularly those who earned their spot in the 2023 Stages Cycling Leadville Trail 100 MTB. We’ll see you next summer!”

The Barn Burner weekend offers an array of race options, making it an approachable weekend for the entire family with a 100, 50, and 25-mile course distances with options to compete solo or as part of a relay. A complimentary kids race also took place for kids aged 2-12 along with a kids sack race.

On Saturday, riders lined up at 7 a.m. and took on one, two, or four laps around the scenic and technically-approachable 25-mile loop along the Coconino and Kaibab Forest Service roads. The course is considered a “roadie” mountain bike course, meaning it is somewhat beginner-friendly while also being fast for riders of experience. 

Barn Burner Solo Results: 

100-mile Cowboy – women’s division: 

1. Ellie Krafft, 17, of Prescott Valley, Ariz., with a time of 7:14:55
2. Kristen Smith, 43, of San Clemente, Calif., with a time of 7:17:37
3. Shaua Flach, 44, of Park City, Utah, with a time of 7:30:47

100-mile Cowboy – men’s division:

1. Colby Greiner, 39, of Henderson, Nevada, with a time of 6:10:01
2. Rob Smallman, 34, of Niwot, Colo., with a time of 6:11:44
3. Samuel Brehm, 25, of Big Bear Lake, Cali. with a time of 6:22:18

50-mile Bronco – women’s division:

1. Ariana Milelli, 19, of Prescott, Ariz., with a time of 3:41:50
2. Siena Hermon, 20, of Big Bear City, Calif., with a time of 4:12:56
3. Katherine Best, 38, of Flagstaff, Ariz., with a time of 4:13:45

50-mile Bronco – men’s division: 

1. Aidan Rhodes, 21, of Tucson, Ariz., with a time of 2:56:54
2. Caleb Smith, 16, of San Clemente, Calif., with a time of 3:10:24
3. Tony Rice, 41, of Phoenix, Ariz., with a time of 3:13:30

25-mile Wrangler – women’s division:

1. Sage Melley, 45, of Scottsdale, Ariz., with a time of 1:54:38
2. Hadley Flach, 13, of Park City, Utah, with a time of 2:01:11
3. Abigail Wales, 15, of Springville, Calif, with a time of 2:17:49

25-mile Wrangler – men’s division:

1. Anthony Vance,14, of Queen Creek, Ariz., with a time of 1:33:53
2. Andrew Wales, 13, of Springville, Calif., with a time of 1:46:56
3. Russell Carter, 49, of Albuquerque, New Mexico, with a time of 2:02:20 

Barn Burner Relay Results: 

100-mile Pardner Duo Relay – women’s division:

1. Italian Sloth Mafia, of Phoenix, Ariz., with a time of 8:19:00

100-mile Pardner Duo Relay – men’s division:

1. Camelback Mountain Ski Team, of Bella Vista, Ark., with a time of 7:44:34
2. KGLR DUO, of Gilbert, Ariz., with a time of 7:58:26
3. Copacetic, of Cave Creek, Ariz., with a time of 8:14:36

100-mile Pardner Duo Relay – co-ed division:

1. CZracing, of Phoenix, Ariz., with a time of 7:37:28
2. Chasing Michelle & David, of Buckeye, Ariz., with a time of 8:26:55

100-mile Posse Quad Relay – men’s division:

1. #Canyoncrew, of Prescott, Ariz., with a time of 7:42:23
2. GOT UR 6, of Scottsdale, Ariz., with a time of 8:19:18
3. BB OG’s, of Phoenix, Artiz., with a time of 8:45:23

50-mile Rustler Duo Relay – co-ed division:

1. Cruise Control, of Glendale, Ariz., with a time of 4:53:46

The next bike event on the Life Time off-road event calendar is the second annual The Rad Dirt Fest on Oct. 8 in Trinidad, Colo., followed by the Life Time Big Sugar Gravel presented by Mazda on Oct. 22. The final event on the Life Time off-road calendar is the Stages Cycling Austin Rattler MTB and Run on Nov. 5. 

To view all Life Time athletic events, visit: my.lifetime.life/athletic-events. 

About the Leadville Race Series

Started with only 45 runners as the Leadville Trail 100 Run in 1983, the Leadville Race Series now consists of seven running events and four mountain biking events, plus six events in the Leadville Qualifying Series. The Race Series stretches across three months, and hosts thousands of racers on foot and on mountain bikes in some of the world’s most iconic events. Endurance athletes worldwide now make the pilgrimage to Leadville, Colo., with the single goal of competing in “The Race Across the Sky.” Visit www.leadvilleraceseries.com for more information.

About Life Time®

Life Time (NYSE: LTH) empowers people to live healthy, happy lives through its portfolio of nearly 160 athletic country clubs across the United States and Canada. The company’s healthy way of life communities and ecosystem address all aspects of healthy living, healthy aging and healthy entertainment for people 90 days to 90+ years old. Supported by a team of more than 30,000 dedicated professionals, Life Time is committed to providing the best programs and experiences through its clubs, iconic athletic events and comprehensive digital platform.

 

ELKTON, Md. (September 15, 2022) – W. L. Gore & Associates (Gore) has announced that the consumer business of its Fabrics Division will introduce a new GORE-TEX Campaign, titled “Our Work is Never Done,” which will launch on digital channels globally this autumn.

Celebrating the introduction of new GORE-TEX Products in the AW22 season, the campaign showcases the four decades of innovation from Gore’s Fabrics Division. The story shares the journey, through scientific knowledge, to develop high-performing product technologies that provide durable waterproof, windproof and breathable protection. At the end, the campaign introduces new GORE-TEX Products. These new products represent a key milestone in Gore’s ongoing sustainability journey.

“As a science-based company, constant innovation is central to our work, and we wanted the campaign to carry the attitude of our on-going commitment to finding responsible solutions that meet our standards for durable performance,” said Marc Bock, Global Content Leader for the GORE-TEX Brand. “The campaign captures our brand’s history while also highlighting that we reach these new heights through our collaboration and cooperation both with leading brands and outdoor enthusiasts.”

To inject a sense of infectious energy and tongue-in-cheek humor into the campaign, Gore worked with AKQA’s Berlin Studio to select up-and-coming Canadian director CARAZ, who recently won two golds for her short film at Cannes. Shot with a kaleidoscope of colors and a full spectrum of shooting formats, the approach from CARAZ showcases the brand in a fresh perspective, blending heritage and innovation with science and style.

As AKQA Berlin Executive Creative Director Alex Rose emphasizes, “It was an absolute joy and honor to work with a team that takes its commitment to sustainability so seriously. It was, of course, also a lot of pressure to make sure we reflect this in our collaboration. It became apparent that the best way to tell the story was by looking at the progress they’ve always strived for with responsible performance. Through our work with the team at Gore, we’ve realized that for innovators and scientists, this work is never done.” 

To support the new GORE-TEX Products, the campaign will be released globally on Friday, September 16 on multiple digital platforms and gore-tex.com. This campaign also marks the first creative executions that carry the brand’s new tagline and promise: “Going Further, Together.” 

 

Credits

 W.L. Gore & Associates

Marc Bock – Global Content Leader 

Chris Blackwood – European Marketing Team Leader

Fabian Gruenwald – European Digital Marketing & Social Media Management

 

AKQA

Account Manager – Luisa Verhagen 

Senior Project Manager – Sable Yeh 

Senior Producer – Leandro Santini

Group Creative Director – Alex Rose 

Associate Creative Director – Andre Blanco 

Senior Copywriter – Siouxzi Connor 

Associate Art Director – Leandro de Torres 

Associate Strategy Director- Stacey Zhao

Project Manager- Gaia Mancini

Program Director- Flavia Ancuta

Senior Motion Designer- Christian Detken

 

Bonaparte

Director: Caraz

Founding Partner: Philip Töpfer, Nico Kreis

Executive Producer: Nico Kreis 

Producer: Allison Lang

Service Production Company: Film39

AD: Adriana Itu

DOP: Tim Bieker

Art Director: Medeea Enciu

Wardrobe Stylist: Flaviana Isachi

Model: Theo Ching @ Forte Models 

Post Production Supervisor: Aratrika Das

Editor: Simon Klinkertz

Finishing Offline Editor: Nicolas Herwig

Colorist: Simon Boissonneaux

Music: Wolfsrudel Music 

 

About Gore

W. L. Gore & Associates is a global materials science company dedicated to transforming industries and improving lives. Since 1958, Gore has solved complex technical challenges in demanding environments — from outer space to the world’s highest peaks to the inner workings of the human body. With more than 12.000 Associates and a strong, team-oriented culture, Gore generates annual revenues of $4.5 billion.

For more information, visit gore.com

GORE, GORE-TEX, GUARANTEED TO KEEP YOU DRY and designs are trademarks of W. L. Gore & Associates. 

BOULDER, Colo. (Sept. 14, 2022) – Matador Travel Equipment, the award-winning producer of high-performance travel equipment, and Volcom, the iconic board sports brand, today announced the Matador x Volcom Bark Camo print collaboration. Building off the success of the brands’ first collaboration, which launched in 2021, the Bark Camo print is offered in a robust product assortment including the Freerain22 Backpack, Freerain Hip Pack and the Pocket Blanket.

“Volcom’s Earth Tripper collection is one of our premier apparel collections for Fall 2022, consisting of technically crafted products that represent our communal spirt of outdoor experimentalism and relentless curiosity,” said Ryan Immegart, CMO of Liberated Brands, the core operating partner for Volcom. “This season the hero print is our ‘Bark Camo’ which was created in collaboration with Matador. These innovative products are some of the most functional items that we have ever created. The backpack and hip pack are my personal staples for any outdoor adventure, whether I’m in the urban jungle or the actual jungle!”

The Matador x Volcom Bark Camo print offers Volcom’s new Bark Camo colorway on three signature Matador products:

• Matador x Volcom Freerain22 Waterproof Packable Backpack – An ultralight, waterproof, packable backpack engineered for fast objectives in all conditions.
• Matador x Volcom Freerain Waterproof Packable Hip Pack – A fully waterproof, two-liter cross-body sling and hip pack that provides quick access and safe storage for essentials in all conditions.
• Matador x Volcom Pocket Blanket – A lightweight, waterproof blanket that conveniently packs down to the size of a wallet and offers clean and dry seating at beaches, trails or parks.

“We’re thrilled to again be partnering with Volcom for the Bark Camo release,” said Chris Clearman, Founder, and CEO of Matador. “Our last collaboration was a huge hit, and we’re excited to offer more of our best-selling products alongside such a storied brand.”

The new Matador x Volcom Bark Camo including the Freerain22 (MSRP: $129.99), Freerain Hip Pack (MSRP: $79.99) and Pocket Blanket (MSRP: $44.99), is available now at select retailers and online at www.matadorup.com and www.volcom.com.

 

About Matador Travel Equipment

Matador designs high-performance travel equipment designed for objective-based travel. The team’s strengths in design, material technology, and construction give them an edge in developing innovative products that bring outdoor expertise to the pursuit of travel. For more information about Matador, visit www.MatadorUp.com.

 

About Volcom

Inspired by creative spirit, Volcom was founded as a clothing company rooted in skateboarding, surfing and snowboarding. Building upon the foundation of sport culture, Volcom also supports initiatives in music and the arts and lives by the mantra ‘True To This’ as a rallying cry for persistent rebels and creatives that follow their passions. Volcom creates meaningful products for men’s, women’s and kid’s across a variety of categories, including outdoor, swim, skate, denim, fashion and more. Volcom has more than 100 direct-to-consumer retail outposts globally and has distribution in hundreds of specialty retail and department store locations. To learn more about Volcom’s deep product assortment visit www.volcom.com. Follow @Volcom on Instagram, Facebook and Twitter.

 

PR Contacts

Matador Travel Equipment | Calvin Bond, Backbone Media

calvin.bond@backbone.media

(970) 963-4873, ext. 1262

Volcom | Giana Elenterio, Direct, PR – Lifestyle, ABG

gelenterio@authenticbrands.com

The outdoor brand and brewery introduce La Neige, an American-style India pale ale

Today, Salomon North America and T.F. Brewing, a family-owned Salt Lake City-based brewery, release limited edition American-style India pale ale (IPA), La Neige. The Utah-based companies worked closely from start to finish to craft the perfect beer for mountain enjoyment.

Inspired by Utah’s Wasatch Mountains and Salomon’s French roots, La Neige (6.5% alcohol by volume (ABV)), which means “the snow” in French, is an easy drinking IPA featuring El Dorado hops, Cascade hops and a Strata dry hop addition. Light in color, the brew delivers a Pilsner malt flavor and a clean finish.

“As lifelong skiers and having met in Alta, the Wasatch Mountains and skiing have always been an important part of my relationship with my wife Britt and the brewery we share together,” says Kevin Templin, founder of T.F. Brewing. “Working together with the alpine team from Salomon North America has been incredibly fun. Combining our values and Salomon’s rich history has allowed us to create a special brew that we’re eager to share with our community.”

“This year Salomon is celebrating its 75^th anniversary. We couldn’t think of a better way to celebrate then by crafting a remarkable beer with our friends from T.F. Brewing,” says Salomon North America alpine marketing manager, Joe Johnson. “Ski season is just around the corner and sharing a fresh pour of La Neige with friends is the best way to drum up excitement for the snowy months ahead.”

In addition to sharing a carefully crafted beer, Salomon and T.F. Brewing will also be contributing a percentage of all La Neige proceeds to Salomon’s partner Protect Our Winters (POW). POW is a 501 nonprofit that focuses its efforts on legislation regarding climate change. 

La Neige is available exclusively at T.F. Brewing in 4-packs or from the bar until supplies last. To learn more Salomon’s partnership with T.F. Brewing, please reach out to Corinne Baud at corinne.baud@rygr.us.

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About Salomon: Born in the French Alps in 1947, Salomon is committed to pushing the boundaries of mountain sports through the creation of innovative equipment that allows people to play, progress and challenge themselves in their chosen outdoor sports. Thecompany produces and sells premium footwear, winter sports and mountaineering equipment, hiking equipment, and apparel specifically designed for all of those disciplines. Products are developed in the company’s Annecy Design Center, where engineers, designers and athletes collaborate to create innovative solutions that continually improve the outdoor experiences of those who see nature as a vast playground.

About T.F. Brewing: After years of hard work put in by the Templin family and friends, the first beer was poured in the brewery in October 2018. Since then, the family has doubled in size, but their mission has stayed the same. T.F. Brewing is deeply rooted in a reverence for the German way of making beer: brewing with fresh, high-quality ingredients; slow pours, and big foam. T.F. Brewing ferments all its beers in a 15-barrel brewhouse – an open-air concept connected to its taproom where you can see and smell the entire process.

 

Mountain Hardwear, Hestra and Darn Tough join forces with SCARPA to support mentees from BIPOC, LGBTQ and Disabled communities.

Almost two years after announcing its inaugural Athlete Mentorship Initiative (SAMI), SCARPA graduated 31 mentees and launched into the second year of a program designed to create more access, support and opportunity for outdoor athletes from historically marginalized communities. The SAMI program will again pair aspiring athletes who are from the BIPOC, LGBTQ and Disabled communties with mentors from SCARPA’s athlete team in the climbing, mountaineering, skiing and running categories. This year, Mountain Hardwear, Hestra, and Darn Tough will be joining as co-sponsors to provide even more opportunities and support for this year’s roster of mentees. 

“We are incredibly excited to welcome in our new ‘sophomore’ class of mentees into the SCARPA family,” said Kim Miller, CEO of SCARPA North America. “As a 40-year veteran of the Outdoor Industry, a person of color and an immigrant myself, it feels monumental to help provide the industry access, support and education to historically underrepresented communities. We recognize that we have a long journey ahead of us, and working with these incredible individuals is only the first step.” 

The ‘freshman’ class of both mentees and mentors regularly met to work on individual projects and goals, and new members can expect the same level of hands-on mentorship and collaboration. The first year mentee goals ranged from attempting specific routes, grades and lines and preparing to climb Mt. Everest to completing AMGA Guide courses or other needed certifications. Most mentee goals were accomplished, including Eddie Taylor’s goal to climb Everest, which he completed in April as part of Full Circle, the first-ever all Black team to attempt the summit of the highest mountain on earth.

“It has been incredibly empowering to share space with climbers of all levels and disciplines,” said Shara Zaia, a climbing mentee from year one of the program and one of the founders of Cruxing in Color. “I have appreciated feeling empowered to try new (and scary) things like presenting at the climber’s fest and hosting an Instagram takeover.”

This year’s class has 20 mentees and 19 mentors, with a wide range of goals and projects. 

“From its inception, the SAMI program has been focused on community empowerment through a potent blend of authenticity, attention to detail, and long-term vision, not just for SCARPA but for the entire outdoor community and industry,” said Graham Zimmerman, professional climber and SCARPA mentor. “In a sector that is grappling with how to take on social equity, this program is first in class.” 

The SAMI program marks another step in ongoing action that SCARPA is taking to help create more diversity, equity and inclusion in the climbing and outdoor sports community. SCARPA chose its mentees in alignment with a program designed to create more access and opportunity for climbing and outdoor athletes from historically underrepresented communities. SCARPA believes that diversity and inclusion needs to happen at all levels of the outdoor community, from new outdoor enthusiasts to sponsored outdoor athletes. In order for this to happen, there need to be stepping stones that offer accessible progression to allow individuals to follow their dreams and reach their full athletic and professional potential in climbing and outdoor sports. 

“The people I’ve met, whether it be the staff at SCARPA, the people they’ve put us in touch with, the mentors or the other mentees have been so valuable,” said Akio Joy, a climbing  mentee from year one paired with Josh Wharton. “The best part is honestly feeling heard and valued by people I find inspiring.” 

Official 2022/2023 mentee roster and disciplines:

Bryce Barnes – splitboard

Cassie Ayoungman – climb

Elisa Varlotta – climb

Emma Redick -run

Greg Donohue – photographer 

Ishani Sawant – mountain

Joshua Michael Golden – climb

Josue De Luna Navarro – climb

Lauren Rouse – climb

Leah Miller – climb

Mari Simpson-Hirata – climb

Rya Sipe – climb

Santiago Vega – ski

Scott Lehmann – mountain

Shayna Unger – mountain

Shondeen Stone Chavez – climb

Suraj Kushwaha – climb 

Tammy Vupham – ski

Xavier Bravo – climb

Yasmine Hashemi – ski 

 

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. 

Camber Outdoors, the non-profit organization with the mission of supporting workplace inclusion, equity and diversity for outdoor-recreation focused organizations, in partnership with KEEN Footwear, welcomes its fall Mentor Allyship program cohort. The Mentor Allyship program, named to reflect the critical role men have in promoting gender equity in the workplace, pairs those who identify as male (mentors) with those who identify as women (mentees). 

“The Camber Outdoors Mentor Allyship Program has helped make our workplaces more inclusive by educating Mentor participants about the dynamics of privilege, appropriation, and systemic racism so that they can become better DEI champions,” said Traci Reandeau, VP, Global People & Culture at KEEN and Camber Outdoors Board Member. “Beyond the extensive benefits of mentorship, we’ve seen this program build stronger workplace allies and increased leadership commitment to making organizations more inclusive and diverse. KEEN is a proud sponsor and active participant in the Mentor Allyship Program, and, as a Camber Outdoors Board Member, I could not be more supportive or excited about this program.” 

Launched in 2021, the Mentor Allyship Program engages senior, male leadership at Camber Partner companies to build skills and deliver systemic change through mentoring informed by diversity, equity and inclusion principles, as well as the acquisition of allyship literacy, mentoring fundamentals, gender and intersectional fluency, and effective communication with women colleagues. 

“I participated in the Camber Mentor Allyship program and it was well worth the time invested,” said Scott Allan, former President and CEO of Hydro Flask and Camber board member. “The facilitators wrote the book on allyship and shared effective, everyday techniques to mentee women and addressed inclusivity barriers in our organization. I learned from my impressive Mentee, making this a mutual learning experience. Watching her bravely take charge of her career and land a C-level role shortly after the program ended was truly inspiring. For anyone looking to be more effective leaders of talent across their organization, this program is a game changer,” he added.

Both the 15-hour 101 and eight-hour 201 certification programs are conducted in two phases. The 101 program consists of trainings on allyship and mentorship foundational skills, and a mentor skill development webinar followed by a three-month mentoring period. The 201 program includes training on the path from interpersonal allyship to industry transformation and the distinction between mentorship and sponsorship, a sponsor/protégé workshop, and, lastly, participants are encouraged to meet with their identified mentees. To close out the 201 program, participants will present their public/systemic allyship initiatives in January 2023.

The “Workplace Allies,” David G. Smith and Brad Johnson, will be facilitating the 101 program. They are gender-in-the-workplace experts that show why and how men have a crucial role to play in promoting gender equality at work.

“I was honored to participate in the Mentor Allyship Program last year. I found Brad and David’s research-backed approach to be clear and insightful and they created a safe space for creating community and camaraderie around the importance of building a more diverse and representative leadership cohort for the Outdoor industry,” said John Evons, KEEN President and past Mentor Allyship Program participant. “Most impactful was the 1:1 time I had with my mentee. Going into this work, I was skeptical that being a man qualified me to be an effective ‘mentor’ for this program, however this work helped me realize that it is my responsibility to be an ally and drive the systemic change in this industry from my position of privilege. Having completed the program with several of my coworkers and other industry leaders, I am confident that the Mentor Allyship Program will continue to successfully educate men in the outdoor industry to recognize their responsibility in driving JEDI initiatives at their organizations. I learned a tremendous amount and had a great experience – I highly recommend this program.” 

The program facilitator for the 201 fall cohort is Rania Anderson, a global DEI expert who focuses on the practical actions that leaders take to accelerate their success and build high performing, diverse, gender-balanced, equitable teams. By the end of 2022, Camber and KEEN will have hosted three cohorts. 

“Through the Mentor Allyship Program, we continue our commitment to creating inclusive cultures,” said Tiffany Smith, CEO of Camber Outdoors. “As the landscape of workplaces continues to evolve, it challenges systems and traditional ways of work that exclude advancement for women and underrepresented groups. Allyship and Sponsorship are starting points to dismantle homogenous leadership teams and build DEI champions within organizations while supporting the rise of women leaders in the outdoor industry. We are thrilled to continue our partnership with KEEN and kick off our fall programming.” 

For more information on the Mentor Allyship Program, including how to sign up or nominate a mentor or mentee, visit https://camberoutdoors.org/mentoring/. To learn about the many benefits of becoming a Camber Partner, including a library of resources and transformative programming, as well as an assigned relationship manager to guide your workplace DEI journey, please visit www.camberoutdoors.org. Eligible small businesses and nonprofits receive full or partial member sponsorship. 

About Camber Outdoors

Camber Outdoors is a nonprofit organization dedicated to advancing inclusion, equity and diversity throughout the workplaces that comprise the $887 billion Outdoor Recreation Economy. Camber provides a growing community of corporations, nonprofits and small businesses with programs and tools that accelerate workplace systems-change. To learn more about Camber Outdoors, visit camberoutdoors.org.

Technical hike apparel line is first of a multi-year collaboration, provides transitional comfort and fashion

OAKLAND, Calif. and SEATTLE – Outdoor Afro Inc. and REI Co-op have launched a co-created hike collection to help solve unmet needs in outdoor apparel and celebrate Black joy in nature. A new chapter for national not-for-profit Outdoor Afro Founder and CEO Rue Mapp, Outdoor Afro Inc. is the corporate partner of her 13-year organization and the co-op’s inspiration for this innovative collection.

“Nature has been, and will continue to be, a place where Black people seek connection and respite,” said Rue Mapp, founder and CEO of Outdoor Afro. “Black people have always spent time outside across a variety of activities, but the community has always felt a gap in finding gear that fits, functions well, feels good and represents their personal style. REI was the right partner to listen deeply and help us create a collection that would start to meet those needs. We are thrilled to launch this inspirational campaign, share this hike collection, and continue to elevate Black joy outdoors.”

Outdoor Afro Inc. is a new venture for Mapp that celebrates and inspires Black community connections to the outdoors through relevant product design, manufacturing, sales, and outdoor experiences. For more than a decade, her not-for-profit organization and REI have built a relationship to address the lack of Black representation in the outdoors. That relationship led to this new collaboration.

“Our long-time relationship with Outdoor Afro provided a natural platform to help us better understand what the outdoors means to the Black community. This partnership allowed us to authentically identify and address barriers to create more inclusive design solutions that will connect more people to the power of the outdoors,” said Isabelle Portilla, divisional vice president of product strategy and design for REI Co-op brands. “All our research, design and fit work was co-developed and co-led with Outdoor Afro Inc. Robust insights and true collaboration informed the intentionally designed collection that symbolizes connection, community and an outdoors where all are welcome.”

For the first drop in the multi-launch collection, Outdoor Afro Inc. and REI worked closely with members of the Black community to understand their outdoor product needs and begin developing a collection to inspire and ignite more Black joy in nature. The 22-piece hike collection includes apparel and accessories that bring more inclusive design to the forefront. Customers will find new fit options that consider a wider range of body types, shapes, and sizes. The collection uses lightweight and stretch materials that promote breathability and lead to easy wear and care. New colors and graphics embrace a desire for personal expression.

The Outdoor Afro Inc. x REI Co-op Hike Collection is now available for purchase at REI stores and REI.com. Apparel and accessory prices range from $40 to $179 and $7 to $15, respectively.

“Although this collection is designed for the Black community, it also solves universal needs. We’re creating a better outdoor product for everyone,” adds Rue Mapp.

To support the collection launch, Outdoor Afro Inc. and REI will debut a new campaign, “We Are Nature.” The co-op partnered with Outdoor Afro Inc. to consider representation both in front of and behind the camera. Campaign photography was captured by Joshua Kissi and Fela Raymond from TONL, a creative company seeking to transform the idea of stock photography with diverse representation. Video content was created with Nate the Director from Invisible Collective and Maya Table from Curator. On-camera talent is a mix of Outdoor Afro leaders, REI partners and models.

About Outdoor Afro Inc.

The for-profit business celebrates and inspires Black community connections to the outdoors through relevant product design, manufacturing, sales, and outdoor experiences. To learn more, visit outdoorafro.inc and @outdoorafroinc on social.

About Outdoor Afro

Outdoor Afro is a national not-for-profit organization that celebrates and inspires Black connections and leadership in nature. What started as a kitchen table blog by Founder and CEO Rue Mapp in 2009 has since grown into a cutting-edge nationwide network with 100-plus volunteer leaders in 60 cities with network participation reaching 60,000 people. Outdoor Afro reconnects Black people with the outdoors through outdoor education, recreation, and conservation. Follow Outdoor Afro at outdoorafro.org and on social @outdoorafro today.

About the REI Co-op
REI is a specialty outdoor retailer, headquartered near Seattle. The nation’s largest consumer co-op, REI is a growing community of 21.5 million members who expect and love the best quality gear, inspiring expert classes and trips, and outstanding customer service. REI has 177 locations in 41 states and the District of Columbia. If you can’t visit a store, you can shop at REI.com, REI Outlet or the REI shopping app. REI isn’t just about gear. Adventurers can take the trip of a lifetime with REI’s active adventure travel company that runs more than 100 itineraries across the country. In many communities where REI has a presence, professionally trained instructors share their expertise by hosting beginner-to advanced-level classes and workshops about a wide range of activities. To build on the infrastructure that makes life outside possible, REI invests millions annually in hundreds of local and national nonprofits that create access to—and steward—the outdoor places that inspire us all.

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Honey Stinger is excited to announce its new fall NCAA College Hive Captains. 

The fall class of Hive Captains include Rutgers soccer player Riley Tiernan, Notre Dame football player Chris Tyree, Temple basketball player Jalynn Holmes, and Auburn football player TJ Finley.  

The College Hive is Honey Stinger’s Name, Image, and Likeness (NIL) program for collegiate athletes that rolled out in the fall of 2021. The program follows the NCAA’s policy where athletes can benefit from their name, image, and likeness. The College Hive is a diverse group of motivated individuals that encourage others to pursue goals and wholeheartedly appreciate the fun and adventure of sports. It now has over 600 athletes and is continuing to grow.   

“The College Hive is home to so many amazing young athletes,” said Rich Thompson, CEO of Honey Stinger. “Our four captains are exceptional leaders in their communities, and we are proud to have them as part of the College Hive.” 

The four College Captains were selected in collaboration with Malka Sports. They will lead an effort to drive awareness through social media and encourage other athletes to join the program. Through the Hive Portal, college athletes can earn cash payments easily distributed through PayPal and Venmo, in addition to product and apparel rewards. 

 Honey Stinger is dedicated to delivering great-tasting, functional products, and credible resources to inspire and guide The Hive on its individual and collective mission. 

In the Spring of 2023, Honey Stinger will add to the existing roster of captains by selecting athletes who are active members of the College Hive this fall semester.  Learn more about the College Hive program and apply here: https://honeystinger.com/blogs/blog/join-the-hive-as-a-college-ambassador.   

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About Honey Stinger 

Fueling more than 700 professional teams and collegiate athletic programs as well as countless athletes and fitness enthusiasts alike, Honey Stinger makes great tasting, convenient, honey-powered sports nutrition to help athletes prepare, perform, and recover at their best. The company’s diverse product offering includes a variety of waffles, gels, chews, bars, hydration and more, providing natural, sustained energy for every endeavor. Based in Steamboat Springs, Colorado since 2001, Honey Stinger’s products can be found at top retailers including grocers, convenience stores, sports retailers and online at www.honeystinger.com. 

New mantra, logo and branding encourages individuals to unleash their full potential
through outdoor sports experiences and dare to invent a better future

Salomon, a leading global outdoor sports brand based in the French Alps, today unveiled a new brand signature, updated logo, and brand campaign video as part of the company’s objective to inspire a new, younger audience of outdoor enthusiasts and athletes to unleash the best version of themselves. The new “Tomorrow is Yours” Salomon brand signature and campaign video are based on the belief that by tapping into the inventor that lives within all of us, and by daring to reach our full personal potential, each of us can play a role in shaping the positive future we imagine.

“At Salomon, we believe that forging a deeper connection with nature and the outdoors can improve peoples’ lives and make us all better,” says Salomon President and CEO Franco Fogliato. “The company has a proud heritage of inventing the future of sports by imagining and creating high performance sports products. Our legacy has been built by people who approach every day with a brave, curious mindset and a belief that we all have the power to make an impact. We believe this new brand direction appeals to a growing audience of young outdoor enthusiasts who believe they can do the same.”

As the global leader in winter sports and trail running, Salomon is positioned to grow its business across North America in the years ahead by increasing its leadership position in these core sports and attracting new consumers through other growing business categories like sportstyle footwear and road running.

Independent studies have highlighted the significant physical and mental health benefits of physical activity and being in nature, and interest in the outdoors has increased tremendously in recent years among young people, many of whom live in or near urban centers. Research has shown that these new outdoor sports participants often connect with Salomon through different avenues than previous generations of brand loyalists—particularly via the company’s hiking, sportstyle footwear, and road running offerings.

The new “Tomorrow is Yours” brand direction has been conceived in partnership with the brand’s global creative agency, DDB Paris, to better connect with these young consumers who see nature as a place to grow, to create, and to connect with others, but also a place to be cared for and respected. Fogliato says that even as the brand’s audience expands, superior sports performance will remain at the heart of everything Salomon does.

“Going forward, we aim to inspire a wider, younger audience to connect with the outdoors, but Salomon is first and foremost a performance sports brand,” says Fogliato, an avid trail runner and skier himself. “From alpine and nordic skiing to trail running and hiking, all of our products will continue to be designed to perform in the most demanding and competitive outdoor sports environments. We will never compromise on that.” 

Brand video inspires community members to share new outside experiences

To kick off the new “Tomorrow is Yours” brand campaign, Salomon worked with DDB Paris and Paris-based directors Valentin Petit and Gabriel Duguev on a new brand anthem video that encourages viewers to connect with the inventive mindset that has guided Salomon for 75 years and to discover it within themselves.

The one minute and 50-second video is a celebration of Salomon’s thrill-seeking heritage and fuses familiar Salomon outdoor sports clips with imagined tricks as the viewer travels from city streets and nightclubs to high mountain running trails and backcountry ski terrain. It features dancers, artists, and 10 Salomon international athletes—snowboarder Tess Coady, freeskiers Nico Vuignier and Alexi Godbout, ultra-runners Courtney Dauwalter and Francois D’haene, nordic skier Jessie Diggins, alpine ski racer Marta Bassino, and trail runners Anaïs Quemener and Maximilian Zeus.

The new brand video will also act as an inspirational call for the Salomon community to share social media videos and photos of their own experiences trying something they’ve never done before using the hashtag #TomorrowIsYours. Whether it’s a new trick in their favorite sport, picking up trash during a run, or taking someone on a new outdoor experience for the first time, Salomon is asking its community members to dare to step beyond their comfort zone and share their experience.

Salomon gets logo and monogram update from design team that includes former Salomon snowboard icon David Benedek

Salomon’s familiar “S” monogram and brand logo have both evolved over the company’s 75-year history as they adorned the brand’s iconic winter sports equipment, footwear, technical apparel and gear. As part of the “Tomorrow is Yours” brand relaunch, a new version of the “S” and a new logo font were designed by a group that included an internal design team, as well as two external teams—one led by former Salomon snowboard icon David Benedek and Ricardo Ferrol, a Swiss typographist; the other by Hugo Hoppman, a German creative director.  

“This new visual identity is a great manifestation of our brand relaunch and true to our brand history and personality,” said David Farcot, Creative Director for Salomon Snow Sports, who led the visual identity project. “The final design feels so natural and obvious that it may not be extremely noticeable to some people, but that is actually the best result the design team could hope for.”

The new “S” monogram and “Salomon” logo appear on Salomon products starting this Fall/Winter 2022-23 season. Both were unveiled discretely in the exclusive Blue Fire Collection that launched in January 2022. Attentive fans might have noticed the design on Salomon skis and snowboards at the Beijing Winter Olympics.

The new logo is a subtle tribute to the brand history, but with contemporary updates. To begin the project, Salomon identified what it felt were its strongest heritage markers among several logo iterations from its 75-year history—a “homemade” version from the 1970s (as Salomon became a global brand) and another from 1996 by star designer Neville Brody as Salomon explored the “Freedom Action Sports” arena.

“Salomon had a very precise brief, so we took those two logos as inspiration,” says Benedek, a Salomon Snowboard team rider for 18 years, who now runs creative consultancy in Munich. “The internal team did the most thorough baseline work I’ve ever seen. There was so much good strategy and analysis of various logo types and where they wanted to go, and that set up a narrow pathway for us which was very helpful.”

Farcot credits members of all three teams for their willingness to put egos aside and, despite a very tight timeline, unite behind the opportunity to define this fundamental element of the Salomon brand identity.

“Hugo came up with the best draft version of the brandmark, and then David and Ricardo turned it into a perfectly finalized logo,” Farcot said. “Then they created the ‘S’ monogram from this base, which Hugo used to create our new S/LAB logo and the Salomon Advanced signature.”

The design experience was unique for Benedek due to his connection with Salomon and because he felt he was working with friends. 

“It was emotional to connect to a time of my life as a snowboarder that was very important and unique,” says Benedek. “Then, from a design standpoint, there is hardly a brand that I work with that I know so well. I have a good grasp on the core of the brand.”

Farcot believes that the new brandmark is a manifestation of Salomon’s design ethos—to be superior in function, with a very readable and recognizable sign; to be radical in design, with a very straightforward and simple aesthetic; and to be obsessive in style, with an extreme level of graphic refinement.

“David and Ricardo agonized over every radius, spacing, thickness and angle to make it absolutely perfect,” Farcot says.   

From Benedek’s perspective, the final outcome is the result of a successful group effort.

“I wouldn’t say we melded the logos from the ’70s and ’96, but we fused the character of the S and the M and moved things to make a connection to what feels like the brand,” says Benedek. “We wanted to modernize the logo with stable, contemporary design trends without running people away from the brand. It’s almost an invisible re-brand in a way. It’s authentic and I feel like it touches the character of Salomon.”

Hoppman is thrilled to have played a part in writing another new chapter in Salomon’s rich history.

“Drawing, concepting, tinkering on details, and closely collaborating with Ric, David and the rest of the amazing team has been a fantastic ride,” Hoppman says. “I am deeply grateful for having been given the opportunity to make my mark on the future of Salomon.”

About Salomon

Born in Annecy, French Alps in 1947,
Salomon creates premium footwear, apparel, gear and winter sports equipment
that is superior in function, radical in design and obsessive in style. At the Annecy Design Center, engineers, designers and athletes collaborate
to write the future of sports by creating products that transform outside sports experiences and enable a deeper connection with nature, allowing people
to unleash the best version of themselves so that they might positively impact the world.