Western North Carolina Launches Thrive Outside Initiative to Expand Outdoor Access for Youth and Families

Asheville, NC (August 28, 2025) – On August 25, 2025, a diverse coalition of community leaders, funders, outdoor advocates, and government partners gathered at Wrong Way River Lodge & Cabins along the French Broad River to celebrate the official launch of Thrive Outside Western North Carolina — a new multi-year initiative dedicated to increasing access to the outdoors, especially for communities that have historically faced systemic barriers to outdoor recreation.

The Thrive Outside WNC initiative is spearheaded by the North Carolina Outdoor Economy Office, in partnership with the Outdoor Foundation, The Morrison Family Foundation, and VF Foundation. The effort is powered by a dynamic coalition of local partners including youth-serving organizations, public schools and school districts, environmental education programs, outdoor recreation businesses, workforce development organizations, conservation nonprofits, and community groups. The initiative aims to strengthen cross-sector partnerships that foster lifelong connections to nature for youth and families across the region.

“We believe everyone deserves the opportunity to enjoy and benefit from time spent outdoors. This initiative marks an exciting and collaborative milestone—one that will introduce more youth across the region to meaningful outdoor experiences while fostering a lasting sense of welcome and connection to nature,” said Amy Allison, Director of the North Carolina Outdoor Recreation Industry Office.

The launch event brought together leaders from the western counties of North Carolina and featured remarks from funding partners, local organizations, and supporters from the outdoor industry. Guests enjoyed locally sourced refreshments, a riverfront gathering, and a shared vision for a more inclusive and connected outdoor culture in Western North Carolina.

Through a place-based and community-driven approach, Thrive Outside WNC aims to:

  • Expand high-quality, culturally relevant outdoor programs for youth
  • Build a sustainable regional network of cross-sector partners
  • Support youth leadership and workforce development in the outdoor sector
  • Center belonging and inclusivity in outdoor access and environmental stewardship

The Thrive Outside initiative is a national movement powered by the Outdoor Foundation and its outdoor industry and philanthropic partners to create and support a network of communities committed to increasing outdoor access for youth and families. Over the past 6 years, the Outdoor Foundation has launched 14 Thrive Outside Communities across the country that have collectively helped to connect over 300,000 children, youth and families to transformative experiences in the outdoors.

“This initiative builds on the strong foundation of partnerships already thriving across Western North Carolina’s communities,” said Lesford Duncan, Executive Director of the Outdoor Foundation. “By strengthening and expanding this collaborative network, we’re supporting the region as it rebuilds from the impacts of Hurricane Helene—creating an outdoor recreation economy that is more resilient and inclusive.”

“This is about more than outdoor recreation — it’s about healing communities, nurturing wellbeing, and strengthening bonds between people and Western North Carolina’s landscapes.”

The VF Foundation has been a steadfast partner of the Outdoor Foundation for many years, investing in programs that lift barriers to outdoor access and youth leadership nationwide. Their continued support for Thrive Outside Western North Carolina reflects their deep commitment to fostering inclusive outdoor communities and building pathways for youth to thrive through nature and recreation. “We believe in the transformative power of nature and the importance of making it accessible to all to fuel the next generation of explorers. Supporting initiatives like Thrive Outside is central to our mission of expanding opportunities for youth to connect with the outdoors and grow as leaders,” said Gloria Schoch, Executive Director of the VF Foundation.

The Morrison Family Foundation is excited to join forces with the Outdoor Foundation and local partners in this initiative. They see Thrive Outside WNC as a critical opportunity to foster  access to the outdoors and support community resilience and wellness as the region rebuilds. Their enthusiasm and funding will help ensure the initiative’s long-term impact and success. “We are proud to support Thrive Outside Western North Carolina and believe it will be a powerful catalyst for healing and opportunity across the region,” said Bruce Boyd, Executive Director of the Morrison Family Foundation.

The Outdoor Foundation, the philanthropic arm of the Outdoor Industry Association, is a national 501(C)(3) nonprofit organization dedicated to getting people outside for their health, the health of communities, and the health of the outdoor industry. Through community investment and groundbreaking research, the Outdoor Foundation works with partners across the country to address equity barriers and help make the outdoors accessible for all. Visit outdoorfoundation.org for more information.

To learn more about Thrive Outside Western North Carolina, visit https://outdoorindustry.org/participation/thrive-outside/thrive-outside-wnc

Thrive Outside Western North Carolina is sponsored by:

North Carolina Department of Commerce
Outdoor Foundation
The VF Foundation
Morrison Family Foundation

Sol Systems and Outdoor Industry Association Partner to Expand Access to Clean Energy

Sol Systems to offer RECs and impact-driven clean energy subscriptions to outdoor brands via the Sustainable Choice platform

Washington, D.C. (August 18, 2025) — Sol Systems has announced a new partnership with Outdoor Industry Association (OIA) to expand access to clean energy solutions for the outdoor industry. Through this collaboration, OIA members can now subscribe to Renewable Energy Certificates (RECs) via Sol’s Sustainable Choice platform—an easy-to-use clean energy “subscription” offering designed for mission-driven brands and retailers.

This partnership builds on Sol’s deep experience working with outdoor leaders such as REI and Patagonia, and marks the first enterprise launch of Sustainable Choice, Sol’s simplified, digital purchasing platform for clean energy and community impact.

“Sol Systems has been a trusted clean energy partner to some of the most respected brands in the outdoor industry,” said Susanne Fratzscher, VP of Strategic Solutions at Sol Systems. “Now, through our work with OIA, we’re proud to offer project-specific RECs + Impact to any brand, large or small, through a seamless, transparent platform.”

A New Pathway to Clean Energy for Outdoor Brands

The outdoor industry has long led the way in climate action. But for smaller retailers or regional brands, clean energy options and impact investments have not always been accessible. Project RECs + Impact offered through Sustainable Choice changes that.

Through Sol’s partnership with OIA, member companies now have a trusted, vetted channel to purchase RECs tied to wind and solar projects across the country—either from Sol’s national REC pool or project-specific offerings. Participating companies can also contribute to a shared Community Investment Fund, designed to aggregate impact and deliver measurable benefits to frontline communities.

This partnership also offers OIA members a new way to demonstrate collective environmental leadership, and to tell a story about clean energy that extends beyond individual transactions.

“We often hear from members that accessing clean energy can feel out of reach, especially for smaller member brands. Collaborating with Sol Systems makes renewable energy solutions more accessible for OIA members. Through this partnership, we’ve created a path for outdoor companies, regardless of size, to invest in renewable energy and reduce emissions,” said Julie Brown, Director of Sustainable Business Innovation at OIA.

Sol Systems currently manages REC transactions for more than 30,000 individual and organizational customers, bringing deep experience, responsive support, and a strong track record of impact-driven procurement. With Project RECs + Impact through Sustainable Choice, we are lowering the barriers to entry for meaningful environmental action.

To see this approach in action, check out the video of our recent collaboration with REI and Nester Hosiery, which highlights how REC purchasing can be both simple and meaningful.

 

About Sol Systems
Sol Systems is an Independent Power Producer (IPP) committed to building, owning, and managing clean energy infrastructure that benefits local communities. With over 7 GW of projects across 38 states, Sol integrates energy storage and grid resiliency solutions to deliver reliable, sustainable power to Fortune 500 companies, municipalities, utilities, and schools. Through strategic partnerships and community reinvestment, Sol ensures clean energy development drives long-term economic and environmental benefits. Founded in 2008 and led by its founder, Sol Systems is dedicated to shaping an energy future we can all believe in.

About Outdoor Industry Association
Based in Boulder, Colorado, Outdoor Industry Association (OIA) is a catalyst for meaningful change. A member-based collective of business leaders, climate experts, policymakers, and outdoor enthusiasts, OIA supports the success of member companies through sustainability consulting, advocacy, research, and events. Learn more at outdoorindustry.org.

OIA Launches Inaugural Outdoor Footwear Trends Report

BOULDER, CO – 08/07/2025 – The Outdoor Industry Association (OIA) today released its first-ever category-specific Outdoor Footwear Trends Report for 2025, providing in-depth analysis and actionable insights into the evolving outdoor footwear market. This report marks a significant step for OIA in offering focused analysis on specific segments within the broader outdoor industry, beginning with footwear.

This inaugural report leverages trusted OIA data combined with insights from Circana, Civic Science, and RunRepeat to offer a holistic view of the outdoor footwear landscape. Designed to inform strategic decision-making, the report goes beyond raw data to provide actionable intelligence, enabling businesses to stay ahead of market trends, optimize resource allocation, and refine marketing strategies. The OIA aims to provide valuable resources for stakeholders navigating the evolving outdoor recreation sector.

“This report represents a significant milestone for OIA, as we delve into specific categories to provide more granular and actionable insights,” said Kelly Davis, Director of Research at the Outdoor Industry Association. “By focusing on footwear, we offer a comprehensive understanding of the trends shaping this market segment, empowering our members to make informed decisions and capitalize on emerging opportunities.”

Key Findings:

  • Market Growth: Despite a 9% decrease in unit sales, retail sales revenue increased by 1%, totaling $5.15 billion, highlighting the impact of rising prices.
  • Running Dominance: Road running shoes continue to lead the market with $2.4 billion in sales, while a growing trend of using running shoes for hiking is impacting hiking boot sales.
  • Regional Variances: The South Atlantic region shows the highest outdoor activity participation, and Nevada leads the US in footwear ownership, averaging 19 pairs per person.
  • Consumer Preferences: The average American owns six pairs of shoes, with consumers increasingly opting for versatile footwear that can transition between activities like walking and running.

About Outdoor Industry Association
Based in Boulder, Colo., with offices in Washington, D.C., Outdoor Industry Association (OIA) is a catalyst for meaningful change. A member-based collective, OIA is a passionate group of business leaders, climate experts, policy makers and outdoor enthusiasts committed to sustainable economic growth while protecting – and growing access to – the benefits of the outdoors for everyone. For more than 30 years, OIA has catalyzed a thriving outdoor industry by supporting the success of every member company across four critically aligned areas: market research, sustainability, government affairs, and inclusive participation. OIA delivers success for its members through education, events, and business services in the form of solutions and strategies, consultation, collaboration, and opportunities for collective action. For more information, visit outdoorindustry.org.

MEDIA CONTACT

 Andriana Rogers | Director of Marketing Communications, OIA | arogers@outdoorindustry.org

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OIA 2024 Impact Reports Celebrate Industry Leadership on Climate Action and Clean Chemistry

FOR IMMEDIATE RELEASE 

The outdoor industry advances its climate and chemical safety goals with significant progress in emissions reduction and responsible chemistry to build a stronger outdoor business. 

Boulder, CO (July 22, 2025) — Outdoor Industry Association’s (OIA) Climate Action Corps (CAC) and Clean Chemistry and Materials Coalition (CCMC) are proud to announce the remarkable achievements of 2024, spotlighting how the outdoor industry is advancing in sustainable business practices and climate resilience to build a stronger outdoor economy. In a challenging regulatory environment, these milestones highlight how industry-led efforts can make a meaningful difference for environmental health and a sustainable future. 

About the Climate Action Corps: Since 2020, OIA members participating in the CAC are committed to collaboratively developing and implementing solutions to combat climate change throughout their organizations and across their value chains. By taking bold collective action, these leaders are driving the industry toward reducing greenhouse gas (GHG) emissions by 50% by 2030 and achieving net-zero by 2050—aims essential for limiting global warming to 1.5°C and preventing the worst impacts of climate change.  

Throughout 2024, the 61 members of the Climate Action Corps have made substantial progress, including: 

  • 97% measuring or progressing on measuring their Scope 1 and 2 emissions; 90% addressing Scope 3 emissions 
  • 95% establishing GHG reduction action plans 
  • 59% making measurable progress toward these targets 
  • Significant engagement with supply chain partners, shifting to lower-GHG products, and improving energy efficiency among suppliers 

About the Clean Chemistry and Materials Coalition (CCMC): Launched in summer 2023, the CCMC supports retailers, brands, manufacturers, and distributors in adopting safer, more sustainable chemicals and materials. This coalition innovates on sustainability, aims to build consumer trust in their brands, and proactively prepares for chemical regulations. The CCMC supports members as they pioneer innovation in safer chemistry, build consumer trust, and deliver durable, trustworthy products. This is the first year that the progress of the CCMC has been reported by its 51 members. 

Key 2024 milestones include: 

  • 79% of members setting chemical management goals 
  • 65% developing action plans to achieve safer chemistry 
  • 90% communicating their Restricted Substances Lists (RSL) to their suppliers 
  • Significant strides in phasing out PFAS and strengthening chemicals management practices throughout the supply chain 

Industry Leadership and Impact:
The Outdoor Industry Association, through the Climate Action Corps and Clean Chemistry and Materials Coalition, is leading the way as the outdoor industry takes decisive action to protect our planet. These efforts are not only reducing the industry’s environmental footprint but also fostering innovation, transparency, and consumer confidence. “While there is still work to be done, our collective efforts in 2024 demonstrate resilience and the industry’s strong commitment to sustainability,” said Julie Brown, OIA Director of Sustainable Business Innovation.  

About Outdoor Industry Association
Based in Boulder, Colo., with offices in Washington, D.C., Outdoor Industry Association (OIA) is a catalyst for meaningful change. A member-based collective, OIA is a passionate group of business leaders, climate experts, policy makers and outdoor enthusiasts committed to sustainable economic growth while protecting – and growing access to – the benefits of the outdoors for everyone. For more than 30 years, OIA has catalyzed a thriving outdoor industry by supporting the success of every member company across four critically aligned areas: market research, sustainability, government affairs, and inclusive participation. OIA delivers success for its members through education, events, and business services in the form of solutions and strategies, consultation, collaboration, and opportunities for collective action. For more information, visit outdoorindustry.org. 

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OIA Opposes Chairman Lee’s Latest Public Lands Proposal

Boulder, CO (June 26, 2025) — Today, Outdoor Industry Association (OIA) issued the following statement regarding the updated language introduced by Chairman Mike Lee (R-UT) to renew his fight to include the public lands selloff provision in the Republican’s reconciliation package after the Senate’s parliamentarian disqualified his earlier plan to mandate the sale of millions of acres.

“Chairman Lee’s latest proposal to sell off some of our most treasured public lands poses a renewed threat to the landscapes that are vital to local economies, small businesses, and the outdoor recreation community,” said Kent Ebersole, president of Outdoor Industry Association. “The bill would significantly shrink BLM lands across 11 states, eliminate public input, bypass the environmental review process, and mandate the disposal of lands near population centers, putting accessible outdoor recreation at risk for millions of Americans. It’s time for Congress to move past this misguided and deeply unpopular idea and instead focus on policies that grow the $1.2 trillion outdoor recreation economy and support the gateway communities that depend on it.”

Tell Congress: Hands Off Our Public Lands

Take action now through OIA’s Action Center:


About Outdoor Industry Association

Based in Boulder, Colo., with offices in Washington, D.C., Outdoor Industry Association (OIA) is a catalyst for meaningful change. A member-based collective, OIA is a passionate group of business leaders, climate experts, policy makers and outdoor enthusiasts committed to sustainable economic growth while protecting – and growing access to – the benefits of the outdoors for everyone. For more than 30 years, OIA has catalyzed a thriving outdoor industry by supporting the success of every member company across four critically aligned areas: market research, sustainability, government affairs, and inclusive participation. OIA delivers success for its members through education, events, and business services in the form of solutions and strategies, consultation, collaboration, and opportunities for collective action. For more information, visit outdoorindustry.org.

OIA Responds to Disappointing Public Lands Sale Provisions in the Senate ENR Committee Bill

Boulder, CO (June 12, 2025) — Today, Outdoor Industry Association (OIA) issued the following statement regarding the newly introduced reconciliation bill from the Senate Energy and Natural Resources Committee, unveiled by Chairman Mike Lee (R-UT).

“It is deeply disappointing to see the Senate Energy and Natural Resources Committee’s reconciliation bill once again puts our treasured public lands on the selling block,” said Kent Ebersole, OIA President. “We appreciated that the House removed a similar provision from its version of the bill and we strongly encourage the Senate to do the same. We will continue working with the bipartisan coalition in Congress that helped stop this proposal last month to protect these critical places that power the $1.2 trillion outdoor recreation economy.”

About Outdoor Industry Association

Based in Boulder, Colo., with offices in Washington, D.C., Outdoor Industry Association (OIA) is a catalyst for meaningful change. A member-based collective, OIA is a passionate group of business leaders, climate experts, policy makers and outdoor enthusiasts committed to sustainable economic growth while protecting – and growing access to – the benefits of the outdoors for everyone. For more than 30 years, OIA has catalyzed a thriving outdoor industry by supporting the success of every member company across four critically aligned areas: market research, sustainability, government affairs, and inclusive participation. OIA delivers success for its members through education, events, and business services in the form of solutions and strategies, consultation, collaboration, and opportunities for collective action. For more information, visit outdoorindustry.org.

Rossignol and Panorama Mountain Resort partner on new trail running event

PARK CITY, Utah (June 3, 2025) — Following the recent introduction of its new collection of technical trail run footwear and apparel for spring-summer 2025, Rossignol is expanding its partnership with Panorama Mountain Resort as the title sponsor of their inaugural new trail running event, The WILDness presented by Rossignol.

Situated amongst the majestic Purcell Mountains in British Columbia, Canada, Panorama Mountain Resort will host The WILDness presented by Rossignol from June 27-29, 2025. The one-to-two-day race invites runners of all levels to push their limits and embrace the untamed beauty of BC’s alpine wilderness. The event also presents the opportunity for racers and spectators alike to get their first look and feel for Rossignol’s acclaimed new trail running offer.

“We’re very excited to expand our partnership with the team at Panorama to launch its inaugural trail running event,” said Nick Castagnoli, Sr Brand Director, Rossignol. “We each share a long-term vision to support and inspire the trail running community. Following our successful launch into the trail-running segment this spring, the timing is perfect. We invite everyone to come out and join us to support, race or spectate. It should be a great weekend.”

Available for all comers throughout the weekend-long event, Rossignol will offer both their “race-ready” Vezor and “training day versatile” Venosk models for men and women to try-on and/or test out on the trails. Every tester will be rewarded with some Rossignol goodies and can enter to win a new pair of their own Rossignol trail run shoes.

A global leader in mountain sports since 1907, the brand’s first foray into the highly competitive trail run segment has been notable as outlets including Believe in the Run and RUN have each offered early and strong assessments including “…a phenomenal debut shoe. Heck, it’s a great shoe, regardless!” and “…a tight, impressive trail shoe and an impressive debut effort.” To learn more about Rossignol’s new trail run shoes, please visit Rossignol.com.

To learn more, pre-register for The WILDness presented by Rossignol, or book lodging in advance please visit Panorama Mountain Resort,

About Group Rossignol

Headed by CEO Vincent Wauters, Group Rossignol designs, manufactures and markets a broad range of winter sports and outdoor equipment. The Group’s strong portfolio of brands including Rossignol; Dynastar; Lange; LOOK; Kerma; Risport; and Dale of Norway, provide a continuous, year-round experience accompanying consumers in every moment of sporting effort and leisure, from elite-level athletes to amateurs, from the mountains to the city.

 

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Outdoor Industry Leaders Share How Tariffs Hurt the Outdoor Recreation Economy 

Members of the Outdoor Industry Association (OIA) joined other industry leaders for a U.S. Senate Committee on Small Business & Entrepreneurship hearing on the outdoor recreation economy 

Boulder, CO (MAY 30, 2025) — Today, leaders in the outdoor industry testified during a field hearing held by the U.S. Senate Committee on Small Business & Entrepreneurship, “Beyond the Trailhead: Supporting Outdoor Recreation in an Uncertain Economy”, sharing their perspectives on how tariffs are hurting the outdoor recreation economy.  

Travis Campbell, CEO of Outdoor Industry Member (OIA) member Eagle Creek, joined Mike Mojica, Founder of Outdoor Element, and Trent Bush, Founder and Co-CEO of ARTILECT Studio, to discuss the impact of tariffs on the outdoor recreation economy and how their business are navigating the ongoing uncertainty around trade.   

“We are the kind of small business America should be proud of: We pay our taxes. We comply fully with our duties and regulations. We strive to be a responsible employer, a committed partner to our customers, and a steward of the planet,” said Travis Campbell during the hearing. “Yet, in the wake of newly announced tariffs, it feels as though our country is systematically working against businesses like ours –raising our costs dramatically while fueling consumer anxiety that suppresses demand.”  

“Small businesses like mine cannot fix this alone. We need long-term, stable trade policies that recognize the realities of modern supply chains – not punitive tariffs and uncertainty,” Campell continued. “The outdoor industry stands ready to work with you. Our company is prepared to be part of the solution, but we need a clear plan. Because what we’re doing now isn’t working.”  

In a recent survey, 84% of OIA members surveyed said they will be impacted by tariffs, resulting in millions of dollars in financial losses and affecting hundreds of outdoor products. The outdoor recreation industry fuels $1.2 trillion in consumer spending and supports over 5 million jobs. Outdoor recreation is a critical force in the U.S. economy, and OIA remains committed to working with the administration and policymakers to champion a balanced trade agenda that supports industry growth and success.  

You can read Travis Campbell’s full testimony here, and watch the full hearing here.    

 

About Outdoor Industry Association 

Based in Boulder, Colo., with offices in Washington, D.C., Outdoor Industry Association (OIA) is a catalyst for meaningful change. A member-based collective, OIA is a passionate group of business leaders, climate experts, policy makers and outdoor enthusiasts committed to sustainable economic growth while protecting – and growing access to – the benefits of the outdoors for everyone. For more than 30 years, OIA has catalyzed a thriving outdoor industry by supporting the success of every member company across four critically aligned areas: market research, sustainability, government affairs, and inclusive participation. OIA delivers success for its members through education, events, and business services in the form of solutions and strategies, consultation, collaboration, and opportunities for collective action. For more information, visit outdoorindustry.org.