Summer - InsideOutdoor Magazine

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Summer 2007
READY FOR
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Spring 2008
Product Showcase
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During the “Golden Age” of
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C O N T E N T S
Summer 2007
34 MINORITY REPORT
The Hispanic community is 44 million strong
and about to reach $1 trillion in spending power.
But for all its intrigue as a market segment, this
complex and diverse population group continues
to confound and elude mainstream marketers,
including the outdoor industry.
By Tony Jones
DEPARTMENTS
GAS
12 NEWS & BRIEFS
Outdoor sales, JanSport mourns, Searchandising
20 DATA POINTS
Wishy-washy consumers, Cali flexes
22
GEAR
38 SPRING/SUMMER 2008 PRODUCT SHOWCASE
Summer sizzles with green shields, helmet cams,
modular packs and shades you can tie in a knot
FEATURES
34
22 WORD UP
Moosejaw Mountaineering did a text blast and yielded a 66
percent response rate. By those numbers, it would be risky to
write off text messaging as simply a nascent technology. It’s
time to start considering how mobile messaging fits into your
marketing strategy.
By Martin Vilaboy
28 GIVING CREDIT
Small specialty retailers need every advantage in carving
points of differentiation from their competitors. GE Money
has made it possible for small stores to extend lines of
credit to their customers and step into the world of
promotional financing.
By Tony Jones
BACK OFFICE
70 LIFE CYCLE ASSESSMENT MEETS WEB 2.0
Earthster is making it possible for organizations
to measure their sustainable processes as well
as estimate the potential life cycle benefits of
changes in product design, manufacturing and
suppliers. For free.
By Greg Norris
72 SUPREME DECISION
The Supreme Court has ruled that minimum price
sale agreements are allowable as long as they
stimulate competition. The decision is likely to
ignite an explosion of litigation.
By Philip Josephson
GORP
74 OUTDOOR 3.0
A better examination of consumers might just
reveal the industry’s killer app
By Stuart Craig
6 Letter from the Editor
8 Retailers Report
77 Ad and Edit Indexes
4 | InsideOutdoor | Summer 2007

Editor’s Letter
Inside the Big Box
THE HALLMARK OF SUCCESS for many retailers is when a store becomes a
bonafide destination. When consumers seek out a location not only for its mix of
products, service, knowledge and promotions but specifically for the in-store experience,
that is tantamount to star power.
The outdoor world has a few destination retailers. On a grand scale, Bass Pro
Shops open to much fanfare and news coverage when they enter a market for the
first time, as does Cabela’s. Locals line up for hours and brave thick crowds just to
get a glimpse inside these cavernous outlets. The average visit to some Bass Pro
Shops is reportedly as much as three hours.
For some, it’s like visiting the Monterey Bay Aquarium, apparently.
Similarly, REI’s 55-foot climbing wall outside its Bloomington, Minn., store certainly
has been a curiosity and side trip for many of the thousands who have made the pilgrimage
to Mall of America (itself, perhaps, the destination of all retail destinations).
But one retailer is taking the idea of destination to a whole new level. Swedish
home furnishings icon Ikea not only wants its customers to come to its stores to
shop and wind through the labyrinth lined with space-saving concoctions and funky
furniture, it wants some select customers to spend the night.
In what was dubbed the “Ikea Hostel,” customers entered a contest in which they
had to explain why they wanted to sleep at Ikea. From July 23-27, one of Ikea’s Oslo,
Norway, warehouses became a kind of fantasy camp for 150 Ikea diehards.
While some patrons slept in a dormitory setting, with beds stacked up together,
others were privy to a bridal suite (complete with round bed and chandelier) and a
luxury suite that included breakfast in bed, according to news reports. In addition,
family rooms were also set up for parents and their children.
There was no cost for customers to participate, and each night, the 30 patrons
selected for the sleepover that day were treated to a free dinner of Ikea fare. A free
breakfast followed in the morning, and the overnighters walked out of the store with
their bed sheets as a souvenir, along with bathrobes adorned with an Ikea Hostel
logo and slippers.
I can’t decide if this promotion was sheer lunacy or genius or both. The only thing
seemingly missing was a screening of Mannequin and a personal appearance by
Andrew McCarthy.
I shudder to think what the risks and liabilities might be to have 150 people spend
the night inside your store.
Regardless, you have to give Ikea props for creativity. What more captive audience
can you have?
If you think about it, the stunt wasn’t that far removed from a glorified demo day,
guided outing or even the ancillary intent of some retailers that took part in the Great
American Backyard Campout.
Happy customers tend to be repeat customers, and if you provide them with
rewarding retail experiences, they will likely recommend you to friends. If you go the
extra mile and provide a once-in-a-lifetime retail experience, you’ll likely wind up with
extensive free marketing and branding through local media.
If nothing else, the Ikea Hostel promotion is a good reminder to think unconventionally
but strategically in how you can best serve your customers and your business.
Sometimes the journey is every bit as rewarding as the final destination.
– TJ
Tony C. Jones
Editor-in-Chief
tony@bekapublishing.com
Percy Zamora
Art Director
outdoor@bekapublishing.com
Ernest Shiwanov
Editor at Large
ernest@bekapublishing.com
Editorial Contributors:
R.J. Anderson, Stuart Craig,
Philip Josephson,
Martin Vilaboy
Berge Kaprelian
Group Publisher
berge@bekapublishing.com
Jennifer Vilaboy
Production Director
jen@bekapublishing.com
Suzanne Urash
Ad Creative Designer
suzanne@cre8groupinc.com
Beka Publishing
Berge Kaprelian
President and CEO
Philip Josephson
General Counsel
Jim Bankes
Business Accounting
Corporate Headquarters
745 N. Gilbert Road
Suite 124, PMB 303
Gilbert, AZ 85234
Voice: 480.503.0770
Fax: 480.503.0990
Email: berge@bekapublishing.com
© 2007 Beka Publishing, All rights reserved.
Reproduction in whole or in any form or
medium without express written permission
of Beka Publishing, is prohibited. Inside
Outdoor and the Inside Outdoor logo are
trademarks of Beka Publishing
Member
6 | InsideOutdoor | Summer 2007

Retailers Report
Text Talk
Compiled by R.J. Anderson
This month we ask: How often do you use e-mail or text messaging as direct marketing tools to your customers?
What kind of response do you get using these methods compared to direct marketing mailers and other traditional
modes of marketing?
NORTHEAST
John Durrua, owner of The Jersey
Paddler, says his shop does mass e-mailings
about once a month, but has not done
any text messaging. “The e-mail is a lot less
expensive, but it’s a little harder to measure,”
says Durrua. “I think attaching coupons is the only
way you can really quantify how effective it is.”
Durrua doesn’t yet include coupons with his
e-mails, but he anticipates doing so as his shop gets
more comfortable with the technology. “All of that kind of marketing
is done in-house,” he says. “As I hire more technologysavvy
people to work here, we’ll do more with it.”
Citing time, effort and customer desire not to be inundated
with excess messages, Al Saracene, owner of Nordic Sports
in Cortland, N.Y., says he doesn’t use text messaging or e-mail
for direct marketing.
“I put my own numbers on a no-call list because I don’t want
to be called or texted and then get charged extra on my cell
phone bill for it,” says Saracene. “I think my customers feel the
same way. I just don’t think specialty outdoor customers are
the right target for that kind of marketing.
“Our best message platform is direct mail because it’s easier
to track,” he adds.
Bill Cury, one of the owners of Cury’s Sport Shop, a 76-
year-old specialty retail store that has been in his family for three
generations, sends his customers an e-newsletter whenever the
store hosts a major sale — typically every one or two months.
“It’s still new to us because we’ve been doing it for less than
a year, and it’s only a small part of our marketing efforts,” says
Cury. “We also do coupons on our Web site, which people print
out and bring in. Those have been effective for us. Our e-mail
directs them to the site where they find the coupons.”
SOUTHEAST
In the coming months Black Creek Outfitters,
a specialty retailer in Jacksonville, Fla., says it will
add e-mail to its direct marketing mix. Marketing
Manager Michelle Vieira says the store is taking
its time to implement the technology in an effort to
make sure they do it right the first time around.
“It seems like a really good tool for advertising sales to a specific
client list that you know is already interested in the store
and that is going to be attracted to specific sales or specials,”
says Vieira, adding that the store sends out a direct mailer with
coupons twice a year to promote spring and fall sales events.
“We send out e-mails pretty frequently, a couple times a month
at least,” says Kelley Darnell at River Sports Outfitters in Knoxville,
Tenn. “We’ve had an e-mail list for quite some time. It’s an
inexpensive, fairly quick way to reach a large group of people.”
Barbara Burch, owner of Quest Outdoors, a two-store operation
in Louisville, Ky., says she has a relatively small list
of names for her store’s e-newsletter, but that she regularly
e-mails those folks to announce sales and in-store speakers
or presentations.
“We haven’t been real successful increasing the names on
our e-mail list, and it’s not a huge priority,” says Burch, who also
has a large direct mail list that she distributes to several times
a year. “It’s kind of tough because our POS system is 12 years
old and collects phone numbers, not e-mail addresses, when
ringing up customers.”
SOUTHWEST
Liz Aldrich, a senior staffer at the
Arizona Hiking Shack in Phoenix,
says it’s difficult as a small retailer
with a diverse product mix to find the time and
resources to facilitate technology-based direct
marketing efforts. However, it is part of the store’s
long-term goals.
“We just installed a new computer system and POS that
allows us to collect e-mails and phone numbers,” says Aldrich.
“We’d like to get an e-mail list together soon so we can announce
our seasonal sales.”
“We don’t really use those kinds of tools yet,” says John
Fairchild, a department manager at Reno Mountain Sports in
Reno, Nev., adding that direct mailers are his store’s primary
marketing tool. “Our current infrastructure isn’t really set up to
allow for those technology-based marketing tools right now,
though we do plan on doing some stuff with it down the road.
We are building an e-mail database, but we just haven’t used
it yet.”
At Sporting Rage in Carson, Nev., Dave Goodwin, one
of three former employees who bought the store two and a
half years ago, says he does not use technology-based direct
marketing tools.
“In fact, we don’t really do any marketing,” says Goodwin.
“Advertising is very expensive and we don’t get any return on it.
The shop has been here for 19 years and word of mouth is our
best advertising — it’s accurate and free. We’ve tried everything
over the years and found them to be a big waste of money. We
advertise in the Yellow Pages and that’s it.”
8 | InsideOutdoor | Summer 2007

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TRADE SHOW
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To exhibit or attend visit our Web site:
www.ifaiexpo.com

Retailers Report
ROCKY MOUNTAINS
Bob Groesbeck, a long-time staffer at
Backcountry Escape in Longmont, Colo.,
says his store has an e-mail list and that he
has investigated text messaging for direct
marketing. “I’ve looked into doing text messaging
but that technology seems intrusive.
With our customer demographic, I think it
would miss the point,” says Groesbeck. “We’ve done some e-
mail stuff in the past with mixed results. Aside from notifying
customers of sales and clinics, we haven’t found any groundbreaking
uses for it.”
Groesbeck says one of the technology’s drawbacks is that
it’s tough to quantify responses. “A lot of people come in and
say, ‘Yeah I got your e-mail,’ but those are usually our frequent
customers who are in the shop all the time and would have
known about the event anyway,” he says.
Instead, the store prefers participating in community coupon
books, which Groesbeck says has provided as good a response
as direct mailers, for less cost. “Plus, it’s a more flooded technique,
where we’re drawing in a broader audience who a lot of
times have never heard of us.”
Bob Pult, who co-owns Boulder Mountaineering with his
son, says his young store hasn’t yet explored technology-based
direct marketing tactics. Based on the responses he’s had with
other marketing tools, he’s in no hurry to give mass texting and
e-mailing a try.
“In the past, when we’ve done other forms of marketing and
advertising we’ve gotten no response,” says Pult.
NORTHWEST
Base Gear LLC, a five-year-old retail operation
in Portland, Ore., just started using
e-mail in June for direct marketing. Owner
Won Chang says the store started
by distributing an e-mail to about
50 customers.
“We don’t do any other marketing like
mailers or print ads so this was our first attempt at marketing,”
says Chang. “It’s attractive because it’s easy and inexpensive
and reaches our target audience who has visited our Web site
and been in our store.”
Norway Pinnick, who recently bought Mountain Supply, an
outdoor specialty retailer in Bend, Ore., says he has no plans
to use technology-based direct marketing. “It goes against the
culture of our business because we don’t want to clutter everybody
with marketing gimmicks and junk mail,” says Pinnick.
“We have a Web site, do some radio and TV advertising and rely
heavily on word of mouth. We’re a core local shop and people
know us here.”
SKUs in the View
A forecast of top sellers for Q307, as seen by the folks at Liberty Mountain
Northeast
1. CampSuds
2. Hennesy Expedition Asym hammocks
3. GSI Lexan 33-ounce Java Press
4. The Bowls by Guyot Designs
5. Leatherman Juice S2 multitools
6. Garmin eTrex Vista CX GPS units
7. Pieps Free Rider
8. Nalgene Wide Mouth 1-quart colored bottles
9. Black Diamond Gizmo headlamps
10. Nite Ize Illuminated Flying Discs
Northwest
1. The Bowls by Guyot Designs
2. Nalgene Tumblers
3. 40-ounce Klean Kanteens
4. Garmin Nuvi systems
5. Edelweiss Ally rope
6. Vaude Accept 55+10 II backpacks
7. Black Diamond Gizmo headlamps
8. Trangia Spirit burners
9. Leatherman Juice S2 multitools
10. Vaude Cimone backpacks
Rocky Mountains
1. Travel Hammock single hammocks
2. All Terrain Herbal Armor Lotion/SPF
3. Faders SUM belay devices
4. Nalgene Tumblers
5. Cat Strap Earth Tones sunglass retention
6. Trangia Spirit burners
7. Markill Devil stoves
8. AMK Weekender first-aid kits
9. Vaude Cimone backpacks
10. Outdoor Designs Torlo gaiters
Southwest
1. Edelweiss Ally rope
2. Edelrid Eddy belay devices
3. Vaude Aracanda 30 backpacks
4. The Bowls by Guyot Designs
5. Princeton Tec Switchback headlights
6. Garmin Edge 305 bike GPS units
7. Vaude Accept 55+10 II backpacks
8. Personal Mosquito Repeller
9. Terramar men’s gray boxer briefs
10. Omega Pacific link cams
Southeast
1. Travel Hammock single hammocks
2. Black Diamond Gizmo Chili Pepper
headlamps
3. Katadyn Micropur tablets (30 pack)
4. Katadyn Hiker Pro water filters
5. Guyot Designs lime bowl sets
6. AMK light and fast adventurers first-aid kits
7. Nalgene Sprint reservoirs
8. Edelrid Eddy belay devices
9. 40-ounce Klean Kanteens
10. Omega Pacific link cams
Midwest
1. Travel Hammock single hammocks
2. Guyot Designs Firefly lanterns
3. Garmin Nuvi systems
4. Elete Tablytes
5. Vaude Aracanda 30 backpacks
6. The Bowls by Guyot Designs
7. All Terrain Herbal Armor
8. Faders SUM belay devices
9. Omega Pacific link cams
10. Edelweiss Ally rope
Source: Liberty Mountain. Projections are based on a synthesis of top-selling SKU data, by account and state reports, for the
same period in 2006, similar data from the previous quarter for non-seasonal items and an analysis of new items available for
Q3 that have quickly established momentum. For more information, write to sales@libertymountain.com.
10 | InsideOutdoor | Summer 2007

Retailers Report
ROCKY MOUNTAINS
Bob Groesbeck, a long-time staffer at
Backcountry Escape in Longmont, Colo.,
says his store has an e-mail list and that he
has investigated text messaging for direct
marketing. “I’ve looked into doing text messaging
but that technology seems intrusive.
With our customer demographic, I think it
would miss the point,” says Groesbeck. “We’ve done some e-
mail stuff in the past with mixed results. Aside from notifying
customers of sales and clinics, we haven’t found any groundbreaking
uses for it.”
Groesbeck says one of the technology’s drawbacks is that
it’s tough to quantify responses. “A lot of people come in and
say, ‘Yeah I got your e-mail,’ but those are usually our frequent
customers who are in the shop all the time and would have
known about the event anyway,” he says.
Instead, the store prefers participating in community coupon
books, which Groesbeck says has provided as good a response
as direct mailers, for less cost. “Plus, it’s a more flooded technique,
where we’re drawing in a broader audience who a lot of
times have never heard of us.”
Bob Pult, who co-owns Boulder Mountaineering with his
son, says his young store hasn’t yet explored technology-based
direct marketing tactics. Based on the responses he’s had with
other marketing tools, he’s in no hurry to give mass texting and
e-mailing a try.
“In the past, when we’ve done other forms of marketing and
advertising we’ve gotten no response,” says Pult.
NORTHWEST
Base Gear LLC, a five-year-old retail operation
in Portland, Ore., just started using
e-mail in June for direct marketing. Owner
Won Chang says the store started
by distributing an e-mail to about
50 customers.
“We don’t do any other marketing like
mailers or print ads so this was our first attempt at marketing,”
says Chang. “It’s attractive because it’s easy and inexpensive
and reaches our target audience who has visited our Web site
and been in our store.”
Norway Pinnick, who recently bought Mountain Supply, an
outdoor specialty retailer in Bend, Ore., says he has no plans
to use technology-based direct marketing. “It goes against the
culture of our business because we don’t want to clutter everybody
with marketing gimmicks and junk mail,” says Pinnick.
“We have a Web site, do some radio and TV advertising and rely
heavily on word of mouth. We’re a core local shop and people
know us here.”
SKUs in the View
A forecast of top sellers for Q307, as seen by the folks at Liberty Mountain
Northeast
1. CampSuds
2. Hennesy Expedition Asym hammocks
3. GSI Lexan 33-ounce Java Press
4. The Bowls by Guyot Designs
5. Leatherman Juice S2 multitools
6. Garmin eTrex Vista CX GPS units
7. Pieps Free Rider
8. Nalgene Wide Mouth 1-quart colored bottles
9. Black Diamond Gizmo headlamps
10. Nite Ize Illuminated Flying Discs
Northwest
1. The Bowls by Guyot Designs
2. Nalgene Tumblers
3. 40-ounce Klean Kanteens
4. Garmin Nuvi systems
5. Edelweiss Ally rope
6. Vaude Accept 55+10 II backpacks
7. Black Diamond Gizmo headlamps
8. Trangia Spirit burners
9. Leatherman Juice S2 multitools
10. Vaude Cimone backpacks
Rocky Mountains
1. Travel Hammock single hammocks
2. All Terrain Herbal Armor Lotion/SPF
3. Faders SUM belay devices
4. Nalgene Tumblers
5. Cat Strap Earth Tones sunglass retention
6. Trangia Spirit burners
7. Markill Devil stoves
8. AMK Weekender first-aid kits
9. Vaude Cimone backpacks
10. Outdoor Designs Torlo gaiters
Southwest
1. Edelweiss Ally rope
2. Edelrid Eddy belay devices
3. Vaude Aracanda 30 backpacks
4. The Bowls by Guyot Designs
5. Princeton Tec Switchback headlights
6. Garmin Edge 305 bike GPS units
7. Vaude Accept 55+10 II backpacks
8. Personal Mosquito Repeller
9. Terramar men’s gray boxer briefs
10. Omega Pacific link cams
Southeast
1. Travel Hammock single hammocks
2. Black Diamond Gizmo Chili Pepper
headlamps
3. Katadyn Micropur tablets (30 pack)
4. Katadyn Hiker Pro water filters
5. Guyot Designs lime bowl sets
6. AMK light and fast adventurers first-aid kits
7. Nalgene Sprint reservoirs
8. Edelrid Eddy belay devices
9. 40-ounce Klean Kanteens
10. Omega Pacific link cams
Midwest
1. Travel Hammock single hammocks
2. Guyot Designs Firefly lanterns
3. Garmin Nuvi systems
4. Elete Tablytes
5. Vaude Aracanda 30 backpacks
6. The Bowls by Guyot Designs
7. All Terrain Herbal Armor
8. Faders SUM belay devices
9. Omega Pacific link cams
10. Edelweiss Ally rope
Source: Liberty Mountain. Projections are based on a synthesis of top-selling SKU data, by account and state reports, for the
same period in 2006, similar data from the previous quarter for non-seasonal items and an analysis of new items available for
Q3 that have quickly established momentum. For more information, write to sales@libertymountain.com.
10 | InsideOutdoor | Summer 2007

Gas
Outdoor Specialty Retail Business Tops $7.5 Billion
Retail sales for outdoor specialty stores hit $7.62 billion in
2006, according to the U.S. Outdoor Market Retailer Distribution
Study released by the Outdoor Industry Association and
Leisure Trends Group. Retailer response indicated that sales
were up 11.3 percent last year compared to 2005, and the optimism
has carried into this year, with retailers forecasting 11.9
percent growth for 2007.
Outdoor specialty stores were credited with generating
34.3 percent of total sales, amassing more than $2.6 billion
at the register. National outdoor and sporting goods chains
reached $2.1 billion in sales.
Geographically, retailers in the West and South experienced
strong growth last year, increasing sales 16.8 percent and 14
percent respectively. The two regions also contributed the
most to overall sales figures, with retailers in the West contributing
39.2 percent of total sales and stores in the South
contributing 24.4 percent.
Interestingly, sales from retailers out West increased 7.7
percent from 2000 sales figures, while the Northeast showed
only a modest gain in overall contribution (2.5 percent). Overall
percentage contributions from retailers in the Midwest and
South declined 14.8 percent and 2.8 percent, respectively, between
2000 and 2006.
The bump out West and slide in the Midwest is likely attributable
to store openings and closings. The number of outdoor
and paddlesports specialty stores increased 15 percent across
the nation between 2000 and 2006, with the majority of the
increase attributed to the western states.
In fact, the West contains 35.7 percent of outdoor specialty
storefronts, according to the report. That’s a 17 percent
increase over the six-year period. The overall percentage of
storefronts declined in each of the other regions, with the biggest
downturn occurring in the Midwest (18.6 percent of total
storefronts), falling 19.5 percent.
Year-over-year sales figures for Midwest outdoor specialty
retailers weren’t that dire, however, increasing 4.4 percent
year-over-year in 2006.
In all, outdoor specialty channel stores represent 62 percent
of total storefronts in the industry, with chains representing
48 percent.
Broken down by product category, apparel garnered $3.49
billion in sales, 46 percent of total sales for the industry. Equipment
tallied $2.76 billion, including paddlesports ($2.36 billion
without), representing 36 percent of overall sales. Footwear
sales reached $1.36 billion.
Internet sales continue to increase but perhaps at the peril
of some catalog business. Some 8.8 percent of sales are
generated online compared to 5.2 percent in 2000, but the
Internet/Catalog category generated the same percentage of
overall sales (10 percent) last year as it did in 2000, suggesting
a wash with catalog declines (1.4 percent of total sales).
By itself, Internet sales have increased nearly 150 percent since
2000, totaling $670 million in 2006. That’s a 16.5 percent average
annualized growth rate. Keep in mind, that that figure would be
much larger if all Internet sales of outdoor product were included.
The OIA/Leisure Trends study notes that Internet/Catalog
sales in the report do not include figures from sporting goods
chain stores or national outdoor chains. It also does not include
general or discount e-tailers, like eBay, Amazon and Wal-Mart,
or account for Internet sales by outdoor manufacturers selling
directly to consumers.
Nevertheless, it is interesting to note that 89.8 percent of
specialty outdoor retail business is still generated by in-store
purchases. Although 81 percent of stores say they have a Web
presence, just 37 percent sell product online. And 53.4 percent
of those stores sell only a portion of their available product.
JanSport President Killed in Car Crash
Michael Corvino, president of JanSport, was killed July 14 in
a solo car crash near his home in Danville, Calif. He was 46.
Corvino was driving a 1970 Dodge Charger around 5:30 p.m.
when he apparently accelerated and lost control of the vehicle,
striking a tree, according to the California Highway Patrol. Corvino
was pronounced dead at the scene. An autopsy was scheduled.
Also in the car were Corvino’s 16-year-old daughter Alexandra
and John Shaner, 16. Both were taken to John Muir Medical
Center in Walnut Creek and treated for minor injuries.
All three were wearing seat belts, according to the CHP.
“We are deeply saddened by the loss of our friend and colleague,”
said Mackey J. McDonald, chairman and CEO of VF
Corp., JanSport’s parent company. “Mike was a talented and
passionate leader and inspired everyone around him. Mike had
an infectious smile and laugh, and was a dear friend to many at
VF. We will miss him more than words can convey.”
Corvino was named president of JanSport in December
2004. Prior to the appointment, he held several sales and merchandising
positions with VF Imagewear in Nashville, Tenn. and
Tampa, Fla., including vice president of sales and merchandising.
In all, Corvino spent 15 years at VF.
A native of Philadelphia, Corvino attended the University of
Maryland at College Park, where he was a standout linebacker
from 1979-1982, earning All-ACC honors. He played professionally
for the Washington Federals of the USFL from 1983-85.
He is survived by his wife, Joyce, and their two daughters,
Elizabeth, 18, and Alexandra.
Memorial services were scheduled in Pennsylvania and
California. The Corvino family announced plans for a memorial
scholarship fund at Pius the X High School in Bangor, Pa., Michael
Corvino’s alma mater. Interested parties should write to:
Pius the X High School, 560 3rd Ave., Bangor, PA, 18013.
Dave Gatto, president of VF’s Outdoor Coalition, will oversee
the JanSport business until a successor is named, VF reported.
12 | InsideOutdoor | Summer 2007

Gas
OR Exhibitors Targeted by Advertising Scam
An Austrian-based company continues to target Outdoor
Retailer exhibitors with solicitations that trade show officials
across multiple industries have termed unethical and misleading.
Construct Data Verlag AG offers advertising space and a
free listing in an online directory called Fair Guide. The company
sends exhibitors a form that references the trade show
for which an exhibitor is registered, inviting them to sign and
return the form for an entry in its online directory.
“Exhibitors who sign and return the form are then bound to
a non-terminable agreement at significant cost for a period of at
least three years and automatically renewing thereafter at the same
cost, unless cancelled by registered letter within the appropriate
period,” says a warning posted on an Outdoor Retailer website.
In fact, without any further communication with exhibitors
beyond the form submission, Construct Data winds up
charging $981 per year for an ambiguous directory listing on
its website, when it receives back a signed form.
The form is misleading in that it tells exhibitors that they will
receive a free listing, “even if you don’t place a binding order
as below.” The problem is, if a company fills out the form and
signs it, it will be charged the advertising fee.
The situation is troubling for trade shows because unless
exhibitors read the form carefully, particularly the fine print,
some may assume the form was sent from show organizers.
“Outdoor Retailer has no relationship with Construct Data
Verlag AG, Fair Guide or any of its many other brands, and they
have no right to use Nielsen Business Media’s show names
and brands on information they send out to exhibitors,” says
OR’s online disclaimer.
According to Baltic Business News, Construct Data activities
have been documented since 2002, spawning some litigation.
Online Retailers ‘Searchandising’
Online retailers are quickly discovering that a website’s
search function can be a key tool to effective merchandising
and online conversion rates. Some 70 percent of leading online
retailers report that visitors who use their site’s search tools
are more likely to convert from browsers to buyers, according
to Aberdeen Group.
The problem is that 67 percent of the online merchants surveyed
say that producing search results that meet customer
needs is a challenge.
Currently, 54 percent of “best-in-class” retailers use search
as a merchandising tool, the research company reports.
The most successful retailers use faceted search capabilities,
described by Aberdeen Group as “the way metadata is tagged
and associated throughout the site to produce search results
that facilitate product discovery or additional drilling to reveal
more choices.”
Approximately 50 percent of best-in-class retailers currently
use this approach, but Aberdeen Group argues that in the next
24 months 92 percent of best-in-class retailers will do so. One
14 | InsideOutdoor | Summer 2007
The company appears to have expanded its U.S. targets in recent
years. Trade show organizers and industry associations as
varied as Interbuild, the Craft & Hobby Association, the International
Association of Amusement Parks and Attractions, the
International Laser Display Association (ILDA), and the Global
Association of the Exhibition Industry have issued warnings on
their websites.
There is an informational website, www.stopecg.org, dedicated
to tracking Construct Data and its many brands. The site
was created for international users opposing the company’s
European City Guide.
According to Stopecg.org, Construct Data signed a settlement
Feb. 13 before the Austrian courts, agreeing to “cease
the mailing of misleading contracts” to 30 nations, including
Austria, Germany, Netherlands, Poland, Spain, Switzerland and
the United Kingdom. The list is European based and does not
include the United States. According to the website, Construct
Data agreed to “cancel their demands for money against companies
who signed in error and dispute the contracts.”
In light of its legal problems in Europe, Construct Data could
increase its efforts in North America. The Austrian embassy in
Washington, D.C., reportedly has made available a cancellation
form letter for companies that have unwittingly signed up
for Construct Data’s services and are being sent invoices. The
form is available for download by the ILDA at www.laserist.
org/Conference/index.htm.
The Austrian embassy also reportedly has urged affected
companies to file complaints with the Federal Trade Commission.
A request by Inside Outdoor to receive information
from the FTC about any filed complaints was not fulfilled
by press time.
of the benefits of a faceted search approach is that it can segregate
query matches by attributes, thereby avoiding searches
that provide too many responses or irrelevant returns.
“These metrics show that leading companies are thinking
about their search tools as a way to serve up products and
inextricably link their merchandising processes to their product
discovery tools,” say Aberdeen Group analysts.
The better the search function, the more useful the information
it can provide. Aberdeen Group says 65 percent of best-inclass
retailers use search analytics to build customer profiles,
evaluate buying patterns and identify successful keywords and
conversion paths.
Examining how online shoppers search and shop for merchandise
may also be helpful to in-store merchandising and
promotions. If trends appear in how customers bundle related
merchandise or in the paths they take when viewing various
products online, retailers can potentially use that information to
more effectively present or position product within their brickand-mortar
stores.

Pada

Gas
The Zip Line
BIG PICTURE
Consumer purchases of used sporting goods equipment hit
$1.01 billion in 2006, with outdoor sports registering as the single
largest category, according to a report released by the National
Sporting Goods Association (NSGA). Sales of used outdoor
equipment, which includes camping, fishing and shooting sports,
grew 19 percent from last year, totaling $602 million.
Most other categories showed only modest changes, NSGA
reported. By comparison to outdoor equipment, used exercise
equipment (the second largest category) had purchases of just
over $196 million, about the same as last year.
This is the ninth used equipment study done by the NSGA
and the first time used equipment purchases have exceeded
$1 billion. In 2005, consumers indicated they had purchased
almost $885 million in used sports equipment.
The report was based on a survey of 60,000 households in
which 39 products were surveyed regarding purchases during
2006. Because of the limited number of products surveyed, the
total used equipment market is actually much larger than the $1
billion reported in the study, NSGA said.
FINANCES
VF Corp. saw second-quarter revenues rise a record 12 percent
to more than $1.5 billion, compared to $1.35 billion in the
second quarter last year. The company attributed the increase
to higher revenues across its Outdoor, Jeanswear, Sportswear
and Imagewear businesses. Second quarter revenues for VF’s
outdoor brands were up 20 percent to $446.8 million.
Domestic revenues grew 10 percent in the quarter, driven
by double-digit growth for The North Face and Reef, and
continued strong growth by Vans, the company reported.
JanSport’s brand revenues declined in the quarter, due primarily
to a shift in the timing of product shipments into the
third quarter, VF said. The acquisition of Eagle Creek added
$10 million to revenues in the quarter.
VF said a key growth strategy is to expand its direct-to-consumer
business primarily through retail store expansion. VF
ended the quarter with 544 owned retail stores, up from 533
at the end of the first quarter. Retail revenues grew 22 percent
in the quarter, with strong growth from Vans, Nautica and The
North Face brand stores, the company reported …
Liberty Mountain and Equinox signed an agreement June
27 to merge their distribution businesses. The transaction is
expected to be completed after the conclusion of Outdoor
Retailer Summer Market. Financial terms were not disclosed.
Under the terms of the agreement, Liberty Mountain President
Gary Heward will be president and owner of the newly
combined company. Robert (Robbie) Cross, Equinox president,
will retain control and ownership of Equinox Ltd. and continue
as president of the Equinox manufacturing operation.
Liberty Mountain/Equinox will be the exclusive distributor
of the Equinox brand in the outdoor industry and will continue
to operate warehouses in both Salt Lake City and Williamsport,
Pa. ...
The economic impact of the five-day Teva Mountain Games
festival generated more than $4.6 million in incremental revenue
for the Vail, Colo., local economy, festival organizers said.
The sixth-annual event drew more than 1,600 registered, competing
athletes and an estimated 30,000 spectators. The economic
impact study determined that 58 percent of attendees
came specifically to attend the Mountain Games, and that half
of them were overnight visitors...
Johnson Outdoors will issue a one-time payment of $4.4 million
to Confluence Holdings Corp., as part of a settlement agreement
that will end a long-standing intellectual property dispute. No
other terms of the settlement were made public; however, Johnson
Outdoors issued a statement saying the agreement does not
constitute an admission of wrongdoing by either company.
Johnson Outdoors filed suit against Confluence
more than five years ago alleging violation of its Old Town
Canoe “Discovery” patent in an attempt to protect its rotomolding
process.
The $4.4 million payment will likely have a negative impact
on Johnson Outdoors’ third-quarter earnings, the company
said. Johnson Outdoors was scheduled to report its third-quarter
results July 26.
In addition, the company indicated it has filed an insurance
claim to recover the loss but does not expect a resolution during
the current fiscal year.
MARKETING MOVES
Outdoor Retailer announced it will move the starting date
of its 2009 Summer Market to July 21-24. The decision was
made to meet the market needs of many exhibitors and to
more closely align with earlier buying cycles faced by retailers,
trade show officials announced.
Summer Market will continue with its scheduled August
dates this year (Aug. 9-12) and next (Aug. 7-10) at the Salt Palace
Convention Center in Salt Lake City. The show is committed
to Salt Lake City and the Salt Palace through 2010. Winter
Market dates are not affected.
While comfort ranks high by consumers when shopping for
a backpack, suspension is often an afterthought. In an attempt
to rectify the discrepancy, Gregory announced it will rebrand
its pack categories for 2008 based on the company’s different
suspension systems.
When Gregory introduces its new Response CFS (Custom
Fit Suspension) system for 2008, the company will define most
of its new packs in three categories, each tied to the specific
suspension systems used in that category...
16 | InsideOutdoor | Summer 2007

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Gas
An estimated 60,000 people turned out for the Great American
Backyard Campout (GABC) June 23, according to the
Outdoor Industry Foundation. The annual, nationwide event
promotes close-to-home recreation, using basic camping as a
gateway activity.
The Campout encourages families and communities to increase
their participation in outdoor recreation, with the hope of
inspiring new campers, lapse campers and children to develop
a love for the outdoors.
This year, three-fourths of the participants were children, said
OIF, which cosponsored the campaign with the National Wildlife
Federation. The Campout was supported by more than 500
outdoor retailers, and an estimated 4,500 campsites registered
for the event, representing all 50 states, the OIF reported.
Although the success of the event fell well short of the
stated goal of 150,000 participants, the number of campers
increased 42.9 percent from the 42,000 that registered last
year. Next year’s Great American Backyard Campout is scheduled
for June 28.
THREADS & SPINS
The Industrial Fabrics Association International (IFAI) is
organizing a business fact-finding mission to China for interested
companies. The trip, scheduled for Nov. 5-15, is limited
to 10 people in order to maximize the networking experience,
IFAI said.
Participants will be privy to high-level meetings with government
and textile association executives, including the leaders
of the China National Textile & Apparel Council, the highest
ranking organization for the Chinese textile industry. In addition,
the trip features tours of six end-product factories and textile
coating operations, including a visit to the HaiNing Industrial
Park, one of only four specialty fabrics industrial park clusters
located in China.
There also will be market intelligence meetings and presentations,
and special match-making meetings will be arranged
for each delegation member according to the specific interests
of the participant, IFAI said.
The application deadline is Sept. 15 …
Bemis has added custom printing capabilities to its line of
heat sealing tapes. Customer-specified patterns, logos and
designs can be applied to any Bemis seam tape to deliver a
higher level of customization to technical outerwear garments,
the company said. Bemis said it developed the capability in response
to customer requests for a way to easily differentiate
products and tailor designs to meet market needs. Only nonsolvent,
UV-cured and water-based inks are used for printing,
the company reported.
“These improved methods for customization are aligned
with the aesthetic evolution that began with our Sewfree line
of adhesive films for apparel. The design possibilities are truly
endless,” said Chris Parlee, marketing and promotions manager
for Bemis. “This is yet another capability that we believe is helping
to advance the waterproof apparel market.” …
Concept III has introduced a group of scored grid fleeces
from Kingwhale. Aimed for product inclusion in Fall 2008, the
18 | InsideOutdoor | Summer 2007
grid construction of the fabrics helps channel moisture during
evaporation, while the air spaces between the tiny grid blocks
help maintain warmth, the company said. In addition, the scored
construction helps keep the fabrics lightweight and drapeable.
Available in several weights, the new fleece fabrics are intended
for next-to-skin, mid-layer and outerwear applications.
In addition, Concept III says it has developed featherweight
grid-to-fleece and grid-to-soft shell laminates.
COMINGS & GOINGS
Nielsen Sports Group appointed Kenji Haroutunian as
show director for the Outdoor Retailer Summer Market and
Winter Market trade shows. Haroutunian will manage strategic
planning, staff, sales, marketing and budgeting for the biannual
event. He fills the vacant position most recently held
by Peter Devin.
Haroutunian has been a member of the Nielsen Sports Group
since 1999, most recently serving as senior account executive
for the Outdoor Retailer and FlyFishing Retailer trade shows.
He was instrumental in producing the Backcountry Base Camp
event at Winter Market and also helped develop OR’s Green
Steps program …
Kelty has hired Russell Rowell as director of product development
and merchandising. Rowell will supervise all aspects
of Kelty’s new product development efforts and work with the
company’s product management team to strategically identify
and develop new outdoor equipment and categories that support
Kelty’s current and future vision.
Rowell has worked extensively in the outdoor industry,
including employment as a retail buyer and outdoor store
manager. He was most recently head of product development
with backpack manufacturer Gregory, where he had
worked since 1998 …
Polartec LLC has hired Steve Cuthbert as director of sales,
North America. Cuthbert previously had worked as an account
manager for Malden Mills from 1997 to 2004. He most recently
was national sales manager for PrimaLoft’s Yarn and Fabrics
Group, a subsidiary of Albany International.
Former Director of Sales Jim Allen will continue as sales
manager for the western region and serve as an advisor to
Cuthbert …
eVent fabrics announced that Robert “Bob” Muscat has joined
the team as general manager. Muscat comes to eVent from Rock-
Tenn Co., a manufacturer of paperboard, packaging and display
products, where he was vice president of marketing. Prior to
Rock-Tenn, Muscat was a strategic marketing leader within the
Industrial Products Division at W. L. Gore and Associates...
VAS Entertainment, headquartered in San Luis Obispo,
Calif., has opened a second branch office in Seattle. Dan Strickland,
formerly vice president of Ally Distribution and Champion
Visions, will lead operations at the new office as northwest regional
director.
The expansion will enable VAS to better serve Northwestbased
action sports producers, retailers, media providers and
related brands, and provide increased interfacing with Japanese
clientele and Asian media markets, the company said.

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Gas
Data Points
NUMBERS WORTH NOTING
CONFIDENT BUT WORRIED
Consumers are an interesting bunch. Nearly half (47.8
percent) of those surveyed in July contend they are very
confident/confident in the chances for a strong economy, rising
four points from June (43.9 percent) and more than eight points
from 2006 (39.5 percent), according to BIGresearch.
How do you feel about the following statement?
“I am saving enough to meet my future needs.”
All
HH Income
Less Than
$49,999
HH
Income
$50,000
or More
At the same time, 40.4 percent assert that personal finances
cause them the most stress. Just over a third (33.8 percent)
say they will focus on reducing debt in the next three months,
BIGresearch reports. Those planning to increase their savings is
26.9 percent, while those planning to decrease overall spending
is just 29.3 percent. Fewer than one in five (19.7 percent) plan
to pay with cash more often.
With gas prices on the decline since spiking in May, 26.1
percent say that prices at the pump aren’t affecting their spending.
However, 39.7 percent say they are defraying fuel costs by driving
less, 36.9 percent are shopping closer to home, and 31 percent
are comparison shopping for sales more often, BIGresearch says.
TCB WITH PCS
Teenage spending is expected to increase from $189.7
billion in 2006 to $208.7 billion in 2011, despite an estimated 3
percent decline in the number of youths 12 to 17 years old over
the same time period, according to Packaged Facts.
20 | InsideOutdoor | Summer 2007
Males
How will these teens be spending their money? Largely
online. Most of today’s teenagers do not know life without a
PC and their dependence on it will continue to grow as the Web
becomes more interactive and integrated with other devices.
The Business Software Alliance and Harris Interactive
reported in March that 41 percent of teens consider the home
computer the most important consumer electronic
device used on a regular basis. Cell phones ranked
second at 29 percent, and television barely resonated
at all, with just 8 percent of teens naming it most
important.
Those numbers are in sharp contrast to tweens
(kids aged 8-12), whose preferences are more evenly
distributed. The home computer also ranked number
one with tweens, but just 27 percent ranked it most
important — the same number who ranked the home
video game system number one. Television, likely
behind the strength of Disney programming, still
resonates with this group, as well, with 22 percent
ranking the TV most important.
Females
Strongly Agree 7.8% 5.5% 9.8% 9.0% 6.6%
Agree 23.0% 15.5% 29.6% 27.2% 19.0%
Uncertain 28.5% 28.2% 28.3% 28.2% 28.9%
Disagree 19.2% 20.3% 18.7% 17.6% 20.7%
Strongly Disagree 21.5% 30.4% 13.6% 17.9% 24.8%
Source: BIGresearch
Most Important Consumer Electronic Device Used on
a Regular Basis (Internet Users)
Tweens Teens Total
Home computer 27% 41% 35%
Cell phone 8% 29% 20%
Video game system 27% 9% 17%
TV 22% 8% 14%
iPod or other MP3 player - - 8%
Source: Business Software Alliance/Harris Interactive; eMarketer
E-SPENDING
According to a recent survey by Internet Retailer, 78.2 percent
of respondents plan to increase their spending on e-commerce
applications and services this year. The poll surveyed 195 chain
retailers, catalog companies, virtual merchants and consumer
brand manufacturers. Among store-based merchants, the top
replacement priority this year is a new e-commerce platform
(32.7 percent), followed by new site search software, order
management software and a content management system,
each at 11.5 percent.
Among all respondents, 51 percent ranked adding customer
reviews as a top priority this year, and one-third of respondents
indicated a desire to add functionality to their websites that allows
shoppers to see information when they “mouse over” an image.
Which of the following are your new e-commerce
technology priorities for this year?
Mobile commerce 15.1%
Video casts 27.6%
Customer reviews/ratings 51.0%
Content delivery network 30.2%
Links to more shopping comparison sites or portals 29.7%
The ability to display information when a shopper “mouses”
over an image
Source: Internet Retailer
33.3%

Gas
CALIFORNIA GOLDEN
Not surprisingly, the nation’s three most populous states
were in the top three in 2006 specialty outdoor retail sales,
with California ranking first in both sales ($960.4 million) and
population. In terms of regions, the West contributed 39.2
percent of overall retail sales in 2006 at $2.7 billion, followed
by the South at 24.4 percent, or $1.68 billion. Total specialty
outdoor retail sales for the nation was $7.62 billion, according to
the Outdoor Industry Association.
The West produced four of the top six states, nationally,
with Washington, Colorado and Oregon showing their outdoor
recreation muscle behind outstanding per capita figures.
All three states contributed sales disproportionate to their
total populations, suggesting gear purchases across multiple
categories by the local population, as well as gear purchased
in-state by visitors seeking quality outdoor experiences across
multiple pursuits.
Top 10 Contributing States to Overall Specialty
Outdoor Retail Sales
% of
U.S. Population
State $M National
Rank
Sales
California $960.4 13.9% 1
New York $423.8 6.1% 3
Texas $362.9 5.3% 2
Washington $347.4 5.0% 14
Colorado $308.1 4.5% 22
Oregon $292.9 4.2% 27
Pennsylvania $267.3 3.9% 6
Florida $259.2 3.8% 4
North Carolina $247.7 3.6% 10
Michigan $227.5 3.3% 8
Source: Outdoor Industry Association, Leisure Trends Group; U.S. Census Bureau
LOW RATE E-MAIL
While a recent Internet Retailer survey indicates that
merchants are working to improve the effectiveness of their
e-mail marketing campaigns, many apparently are not paying
close enough attention to conversion rates. Nearly a third (29.5
percent) of survey respondents said they don’t know their
conversion rates from e-mails.
E-Mail Open Rate
And of those that do, just 4.5 percent of retailers have an
e-mail conversion rate of more than 10 percent. The majority
(53.3 percent) have conversion rates of less than 4 percent,
with 27.9 percent of those under 1 percent.
Part of the problem could be mass e-mailings rather than
strategically segmented and targeted e-mails that offer specific
incentives to particular groups. According to the survey, 56.6
percent of retailers segment their e-mail lists into groups, such
as age, sex, annual income and past purchase histories.
E-Mail Click Through Rate
SNOW IN JULY
The Pacific states, led by California, had the highest dollar
totals in retail sales of snowsports equipment and apparel,
totaling more than $541 million during the 2006-07 U.S.
winter sports season, according to SnowSports Industries
America. The Mountain region followed closely with about
$502 million in retail receipts.
2006-07 Snowsports Retail Sales by Region
Region Total $
Pacific
Mountain
Middle Atlantic
East North Central
New England
South Atlantic
West North Central
West South Central
East South Central
All Regions
All respondents
1-2.5% 10.3% 12.1%
2.51-5% 23.0% 15.5%
5.1-10% 19.2% 17.2%
10.1-15% 9.6% 5.2%
15.1-25% 8.2% 8.6%
19.1-25% 12.8% 13.8%
>25% 8.9% 17.2%
Don’t know 20.8% 24.2%
Source: Internet Retailer
Store-based merchants
$541.9 million
$501.9 million
$291.1 million
$269.0 million
$225.3 million
$205.3 million
$133.7 million
$127.4 million
$35.4 million
$2.33 billion
All respondents
Store-based merchants
Source: SnowSports Industries America
< 1% 2.8% 1.7%
1-5% 11.4% 12.1%
5.1-10% 8.3% 5.2%
10.1-15% 9.0% 8.6%
15.1-19% 13.5% 13.8%
19.1-25% 12.8% 13.8%
>25% 24.2% 24.1%
Don’t know 18.0% 20.7%
Source: Internet Retailer
Late snowfall helped keep New England behind this
season, with total sales dropping about 20 percent to $225
million. Nationally, the snowsports market was fairly neutral,
gaining 1.8 percent thanks to robust apparel sales and the
Mountain and Pacific regions making up for New England’s
losses, reports SIA.
In all, total snowsports retail sales for the season topped
$2.33 billion.
Summer 2007 | InsideOutdoor | 21

Word Up
IT’S TIME TO CONSIDER HOW TEXT MESSAGING
FITS INTO YOUR MARKETING STRATEGY
When Moosejaw Mountaineering recently
blasted out a simple “Rock,
Paper or Scissors” text message, the
electronic variation of the old hand
game awarded players store membership points for
text messaging back the right choice. The intent was
simply to continue the retailer’s tradition of relating
to customers in ways that go way beyond product.
Fully aware that customers can buy a jacket from
anywhere, Moosejaw’s marketing efforts have always
been based on building loyalty through
fun interactions and entertainment.
by Martin Vilaboy
When all was said and done, the simple Rock,
Paper or Scissors mobile marketing campaign
yielded an amazing 66 percent response rate. “We
had no idea it would be so successful,” says Robert
Wolfe, Moosejaw president and CEO.
Wolfe and his team did suspect, however,
that a good portion of its customer base, when
given the choice, would be very receptive to interactions
via short messaging service (SMS),
more commonly known in the U.S. as text messaging.
The campaign’s success confirmed
those suspicions.
22 | InsideOutdoor | Summer 2007

It didn’t dissuade matters either when 20 percent of buyers
to Moosejaw’s website selected the option to receive order status
notification on their cell phones rather than via e-mail.
Of course, it would be foolish for anyone to expect such stellar
response rates. But the numbers do serve as a type of wakeup
call for any business that utilizes direct response or e-mail
marketing to drive sales or loyalty — at least those who like to
think of their efforts as anywhere near the swift blade of the
“cutting edge.”
The message is rather simple: if you haven’t started considering
how mobile messaging fits into your marketing strategy,
it’s time to start. Not next year, more like next quarter.
“Start slow, but start now. Start figuring out how it applies,”
says Steven Kelley, CEO of MESSAGEbuzz, which provides
Moosejaw’s managed messaging solution. “Start working with
someone to test certain elements. If things aren’t quite clear as
to what is going to work, start exploring why.”
One might expect such rhetoric from a messaging solutions
vendor executive, but Kelley is among many who are banking
on a boom in mobile messaging. Just about every contestant
playing in the communications, media and Internet businesses
has a shared enthusiasm for mobility and is heavily involved
or seriously examining wireless technologies and the concept
of the “anywhere consumer.” And keep in mind, things move
very fast within these segments.
MARKET READY
Consider, for example, that it took about 125 years to reach
the first billion fixed communications lines across the world
(1876 to 2001), whereas mobile telephony reached its first billion
subscribers in just 21 years (1981 to 2002). Reaching the second
billion users took just three years (2002 to 2005).
Here in the United States, the wireless market is nearing
saturation, recently surpassing 230
million individual subscribers. By comparison,
that’s already more than double
the 111 million occupied households in
the U.S., which effectively represent the
total base for consumer wireline Internet
access services (not necessarily the
number of e-mail identities but of connected
homes). And about 13 percent of
U.S. households already are wirelessonly
homes, says mobile industry association
CTIA.
What’s more, it’s estimated that more
than a third of U.S. cell phone users already
utilize the SMS functionality on
their phones. Usage is especially heavy
among younger subscribers, for sure.
Industry estimates are that as much
as six in 10 users between the ages of
18 and 34 send or receive text messages
during any 30-day period, and according to Yankee Group surveys,
49 percent of U.S. teens rank text messaging as the one
application they are most interested in using.
“If your customers are college age,” says Wolfe, “you have to
be embracing this technology.”
Still, it’s risky to write off texting as simply a nascent technology.
Researchers at Frost & Sullivan, for example, expect that
35.9 million Americans will participate in mobile marketing
campaigns this year. In December 2006, 18.7 billion text messages
were sent in the U.S., an increase of 92 percent from 9.7
billion messages in December 2005, says CTIA. In the second
Summer 2007 | InsideOutdoor | 23

Wireless in the U.S., December 2006
Topic
Statistic
Wireless Subscribers at Year-End 2006
Wireless Penetration
Wireless-Only Households
Wireless Providers
233 million U.S. Subscribers
More than 76 percent of total U.S. population
12.8 percent of U.S. Households
About 160 facilities-based carriers
Monthly SMS Messages 18.7 billion messages in the month of December 2006, up 92% from 9.7 billion messages in December 2005
Six Month SMS Messages 93.8 billion SMS messages during the latter six months of 2006, up 93% from 48 billion in the second six months of 2005
Wireless Data Revenues $8.7 billion for the latter six months of 2006, up 82% from $4.8 billion in the latter half of 200.
Source: CTIA
six months of last year, 93.8 billion SMS messages crossed U.S.
networks, a 93 percent jump year over year.
Recent surveys of instant messaging users by AOL found that
more than one-third of respondents send mobile instant messages
or text messages from their cell phones at least once a week.
This is a dramatic increase from 2004, when just 19 percent said
they did so, and 2003, when the figure was 10 percent.
A large part of text messaging’s rapid ascent can be attributed
to the fact that most cell phone users aren’t required to
upgrade a device, sign up for a new plan, significantly change
behavior or download any type of software or application in
order to adopt the service.
The same thing cannot be said for most new or emerging communications
or consumer technologies. But already more than 90
percent of the mobile phones currently in the hands of users, for
example, came pre-installed with full SMS capabilities.
And the recent release of the iPhone, along with its wave of
imitators, is expected to usher in a new stage in the way mobile
services are viewed and used.
TEXT FRESH
At the same time, e-mail usage is flattening, even declining,
many surveys suggest, and e-mail read and click-through rates
aren’t fairing any better, says e-marketing services provider
eROI. Citing increased use of anti-spam and filtering software
and “images off” default settings in e-mail clients, eROI expects
read and click rates to continue to slide moving forward.
E-Mail Click-Through Rate (% of respondents)
All respondents
Store-based
merchants
Catalog
Virtual
Merchant
1-2.5% 10.3% 12.1% 11.9% 9.1% 6.1%
There’s no question that e-mail is losing some flavor
with younger consumers, who increasingly prefer IM, social
networking sites and SMS for keeping in contact with friends
and social contacts. E-mail, on the other hand, is viewed as a
tool for working or a way to keep up with distant relatives.
In 2004, 89 percent of online teens responding to the Pew
Internet & American Life Project sent or received an e-mail. By
2007, a Yankee Group survey revealed that e-mailing was still
the top online activity among teens, but only 80 percent of respondents
sent or received an e-mail.
And by the way, as much as 94 percent of text messages are
read, while average SMS response rates are about 18 percent,
says Kelley. E-mail read rates currently tend to hover around 20
percent, while response rates tend to range between 2 percent
and 5 percent, suggest eROI figures.
Think of it this way. For lots of folks, in about a decade’s
time, e-mail has gone from a must-have “productivity-enhancing
tool,” complete with its own cute “You got mail,” catch
phrase, to being perceived by many as a “time sink,” or a chore,
loaded with spam and threats of viruses. “Cleaning out my
inbox” today is uttered with the same enthusiasm as dusting
shelves or vacuuming the floor.
Text messaging, on the other hand, is fast and fresh and onthe-go,
and people still get excited when they receive one, and
those positive emotions and connotations are precisely what
one wants attached to their marketing efforts.
Consumer
Brand Mfg
2.51-5% 23% 15.5% 32.2% 22.1% 24.2%
5.1-10% 19.2% 17.2% 16.9% 20% 24.2%
10.1-15% 9.6% 5.2% 10.2% 11.4% 9.1%
15.1-25% 8.2% 8.6% 13..6% 6.4% 6.1%
19.1-25% 12.8% 13.8% 19.0% 10.8% 9.1%
>25% 8.9% 17.2% 5.1% 6.4% 12.1%
Don’t know 20.8% 24.2% 10.2% 24.7% 18.2%
Source: Internet Retailer
24 | InsideOutdoor | Summer 2007
KNOW YOUR AUDIENCE
That’s not to say that mobile messaging
campaigns necessarily are right for every retailer’s
customer base right now. Clearly, text
messaging usage, as well as use of most mobile
applications beyond voice calling, currently
skews heavily toward younger users, namely
those ranging from junior high up to thirtysomething.
Among teens specifically, use of
mobile data applications across the board is
nearly double that of adults, according to analysts
at Yankee Group.
That partly explains the success Moosejaw
is having with SMS. Wolfe admits his customer
base probably is a bit younger than the industry

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average, and he knew SMS was something that merited investigation
because of the way the Moosejaw staff was embracing
the technology.
“The Moosejaw staff is really a good representation of our customer
base” he says. “We would look around and see people who
were sitting right next to each other texting each other instead of
talking or e-mailing, so we knew we had to get on board.
“If we did not see the Moosejaw staff embracing texting that
way, I find it unlikely that we would have gone down this road
as early as we did,” he continues.
The fact that Moosejaw served a younger demographic also
influences the spirit and motivation of its SMS campaigns.
“Instead of sending out a coupon, which definitely would
help our short-term sales push and ROI, the Rock, Paper or
Scissors message was more about fun and entertainment,” says
Wolfe. “Hopefully, when the people who participate or see that
we are doing this need to buy something, they will buy it from
us instead of from someone else.”
The point is success using SMS largely depends on intimate
knowledge of a specific customer base and an understanding of
the type of messages that will represent value for them.
“One thing Moosejaw has done so well is they have really
taken to heart the necessity that every message must add
value,” says Kelley.
It’s not all fun and games, of course. The way Kelley sees the
market, there are two groups that need to be considered: those
that are lifestyle-driven and those interested in applications.
Those two groups, for the most part, can be divided as above or
below the age of 40.
For those below the age of 40, mobile messaging primarily is
about staying socially interactive and connected; it’s an element
of their always-on lifestyle.
“But when you go to a barbeque, meet a 50-year-old and ask
him, ‘Oh, do you text?’ he says, ‘What the …?’” is the typical
answer, explains Kelley.
However a much more positive response can be expected if that
same 50-year-old is asked: The next time you book a flight, wouldn’t
you like to be notified on your cell phone if the flight is delayed?
“That is not text anymore,” says Kelley, “that is an application.”
Parents of pre-teens, teens and twenty-somethings might be
an exception to this segmentation, as research suggests these
parents have a solid familiarity of SMS, particularly among
mothers, because it allows them to keep track of their children
in a way most children prefer and appreciate.
Basically, parents can obtain a status report without friends
knowing that, “Mom is calling.”
INTEGRATION
Retailers, meanwhile, will appreciate that text messaging
solutions integrate easily into existing IT infrastructure and store
processes, much as they do with consumer devices, says Kelley.
Business solutions tend to be Web-based and typically run on standard
PC-server systems, so no special expertise is required and no
new equipment must be purchased to get in the game, he says.
US Demographic Profile of Visitors to Apple iPhone
Website for the Four Weeks Ending June 23, 2007
Age
Traffic share
18-24 32.22%
25-34 21.45%
35-44 22.05%
45-54 15.35%
55+ 8.92%
Income
Traffic share
< $30,000 20.83%
$30,000 - $59,999 27.47%
$60,000 - $99,999 27.02%
$100,000 - $149,999 13.18%
> $150,000 11.50%
Gender
Traffic share
Male 51.51%
Female 48.49%
Source: Hitwise
As far as ongoing management of the solution, Wolfe says
the folks at MESSAGEbuzz “have made it very easy.”
For a retailer that needs to pinch pennies, basic messaging
elements and a shared short code can be put into place
for $3,000 to $5,000 a year. Short codes are the five or six
digit telephone numbers that also are used to address SMS
messages. It’s the code or number by which customers will
text a store. Sharing short codes significantly lowers cost,
but also lost is some security, personalization, branding
and flexibility.
A fully dedicated short code, such as Moosejaw’s THEJAW
(843529), backed by a fully managed messaging suite, can run
around $30,000 a year.
Otherwise, retailers should expect initially to expend some
amount of resources, says Kelley, on “getting the word out.”
“A retailer is going to have to promote it in the store, online
and possibly create text call back with existing advertising. Interest
those individuals in multiple ways,” he says.
And that’s exactly what text messaging has become. It’s
just one of the multiple ways that customers now want to be
touched. By no means will SMS kill e-mail, just as e-mail didn’t
kill direct mail, and the Internet didn’t kill the catalog business,
and there still is a place for the radio star.
On the other hand, the world is going wireless, and SMSbased
texting is just the crest of a coming wave of mobile
marketing platforms. Waiting in the very near future are
voice capabilities over SMS, multimedia messaging and
SMS pushing mobile Web sessions, and it’s highly likely
that your operation will have a mobile website presence
sooner than you think.
It didn’t take long for the wireline Internet to go from an
imposing threat to an element of everyday business, with more
than a few contestants cast aside along the way. Wireless data,
it appears, will take even less time.
26 | InsideOutdoor | Summer 2007

average, and he knew SMS was something that merited investigation
because of the way the Moosejaw staff was embracing
the technology.
“The Moosejaw staff is really a good representation of our customer
base” he says. “We would look around and see people who
were sitting right next to each other texting each other instead of
talking or e-mailing, so we knew we had to get on board.
“If we did not see the Moosejaw staff embracing texting that
way, I find it unlikely that we would have gone down this road
as early as we did,” he continues.
The fact that Moosejaw served a younger demographic also
influences the spirit and motivation of its SMS campaigns.
“Instead of sending out a coupon, which definitely would
help our short-term sales push and ROI, the Rock, Paper or
Scissors message was more about fun and entertainment,” says
Wolfe. “Hopefully, when the people who participate or see that
we are doing this need to buy something, they will buy it from
us instead of from someone else.”
The point is success using SMS largely depends on intimate
knowledge of a specific customer base and an understanding of
the type of messages that will represent value for them.
“One thing Moosejaw has done so well is they have really
taken to heart the necessity that every message must add
value,” says Kelley.
It’s not all fun and games, of course. The way Kelley sees the
market, there are two groups that need to be considered: those
that are lifestyle-driven and those interested in applications.
Those two groups, for the most part, can be divided as above or
below the age of 40.
For those below the age of 40, mobile messaging primarily is
about staying socially interactive and connected; it’s an element
of their always-on lifestyle.
“But when you go to a barbeque, meet a 50-year-old and ask
him, ‘Oh, do you text?’ he says, ‘What the …?’” is the typical
answer, explains Kelley.
However a much more positive response can be expected if that
same 50-year-old is asked: The next time you book a flight, wouldn’t
you like to be notified on your cell phone if the flight is delayed?
“That is not text anymore,” says Kelley, “that is an application.”
Parents of pre-teens, teens and twenty-somethings might be
an exception to this segmentation, as research suggests these
parents have a solid familiarity of SMS, particularly among
mothers, because it allows them to keep track of their children
in a way most children prefer and appreciate.
Basically, parents can obtain a status report without friends
knowing that, “Mom is calling.”
INTEGRATION
Retailers, meanwhile, will appreciate that text messaging
solutions integrate easily into existing IT infrastructure and store
processes, much as they do with consumer devices, says Kelley.
Business solutions tend to be Web-based and typically run on standard
PC-server systems, so no special expertise is required and no
new equipment must be purchased to get in the game, he says.
US Demographic Profile of Visitors to Apple iPhone
Website for the Four Weeks Ending June 23, 2007
Age
Traffic share
18-24 32.22%
25-34 21.45%
35-44 22.05%
45-54 15.35%
55+ 8.92%
Income
Traffic share
< $30,000 20.83%
$30,000 - $59,999 27.47%
$60,000 - $99,999 27.02%
$100,000 - $149,999 13.18%
> $150,000 11.50%
Gender
Traffic share
Male 51.51%
Female 48.49%
Source: Hitwise
As far as ongoing management of the solution, Wolfe says
the folks at MESSAGEbuzz “have made it very easy.”
For a retailer that needs to pinch pennies, basic messaging
elements and a shared short code can be put into place
for $3,000 to $5,000 a year. Short codes are the five or six
digit telephone numbers that also are used to address SMS
messages. It’s the code or number by which customers will
text a store. Sharing short codes significantly lowers cost,
but also lost is some security, personalization, branding
and flexibility.
A fully dedicated short code, such as Moosejaw’s THEJAW
(843529), backed by a fully managed messaging suite, can run
around $30,000 a year.
Otherwise, retailers should expect initially to expend some
amount of resources, says Kelley, on “getting the word out.”
“A retailer is going to have to promote it in the store, online
and possibly create text call back with existing advertising. Interest
those individuals in multiple ways,” he says.
And that’s exactly what text messaging has become. It’s
just one of the multiple ways that customers now want to be
touched. By no means will SMS kill e-mail, just as e-mail didn’t
kill direct mail, and the Internet didn’t kill the catalog business,
and there still is a place for the radio star.
On the other hand, the world is going wireless, and SMSbased
texting is just the crest of a coming wave of mobile
marketing platforms. Waiting in the very near future are
voice capabilities over SMS, multimedia messaging and
SMS pushing mobile Web sessions, and it’s highly likely
that your operation will have a mobile website presence
sooner than you think.
It didn’t take long for the wireline Internet to go from an
imposing threat to an element of everyday business, with more
than a few contestants cast aside along the way. Wireless data,
it appears, will take even less time.
26 | InsideOutdoor | Summer 2007

Giving
Credit
28 | InsideOutdoor | Summer 2007

SMALL RETAILERS SHOULD TAKE
ADVANTAGE OF PROMOTIONAL FINANCING
by Tony Jones
Small retailers can be at a disadvantage with
big-ticket items because many do not have
a convenient way of closing or sweetening
the deal if a customer does not have enough
available cash to make the purchase or doesn’t
want to use current lines of credit.
Placing merchandise on layaway is certainly an option
but leaves customers feeling unfulfilled and creates lag
time for when that customer may make a repeat purchase.
There also are inherent risks that customers won’t fully
pay off or claim the merchandise, and there is zero opportunity
to up sell the customer at the time of purchase.
Small retailers that can offer financing, with deferred
payments and interest, can provide tremendous value to
customers. The ability to offer a customer instant credit
at the cash register means a quick close to the sale, a satisfied
customer and a reduced chance that the retailer
could lose that customer to a larger retail competitor that
offers a private-label or co-branded credit card.
But most small stores simply don’t have the volume
or sales to be able to participate in a private-label or cobranded
credit program.
GE Money’s Sport Finance Program may help level
the financial playing field. The program is a scaled-down
version of its private-label offering and is designed specifically
for small retailers to leverage financing as a promotional
sales tool and customer loyalty service.
In its private-label business, GE Money works with retailers
such as Wal-Mart, Lowe’s, Dillard’s, Bass Pro Shops
and Dick’s Sporting Goods. Those retailers offer customers
a store-branded card, and the customer is not necessarily
aware that GE Money is behind the financing.
The company currently has programs running inside
approximately 100,000 retail locations in 20 different industries
and serves more than 130 million account holders.
It’s fledgling Sport Finance Program, in contrast, is
less than a year old and is running with just 450 merchants,
about 200 of which can be categorized as outdoor
retailers, says Dennis Murphy, vice president, sporting
goods, GE Money – Sales Finance.
Within the sport category, GE has targeted the outdoor
industry, bicycle industry, golf, ski and fitness because all
of these retail segments tend to have expensive equipment,
says Murphy. Without being able to offer customers
financing, retailers may be losing out on sales.
“We’re trying to bring the program to smaller retailers
so that they really have a tool they can use to compete
with larger chains,” says Murphy.
To that end, GE has crafted “an industry-wide program,
offering a turnkey solution to smaller retailers that
don’t normally qualify for a private-label program.”
Retailers can offer 90-day, six-month and up to a year
time frames in which customers are not obligated to
make payments and accrue no interest. Customers can
apply for a line of credit up to $10,000 and, if approved,
receive a GE Money credit card within 10 days that has
the retailer’s name embossed on it.
By that token, the Sport Program is not really privatelabel.
But it doesn’t need to be. The program establishes a
dedicated line of credit between the retailer and the customer
which is backed by GE Money. The line of credit
can only be used with that retailer.
“Think of it as a merchandising tool,” notes Murphy.
“It gives the outdoor retailer a way to move merchandise
by offering promotional financing. No payments and no
interest for a certain period of time.”
On the whole, the program appears to be cheaper for
retailers than typical bank cards. For example, if a retailer
opts to offer a customer a 90-day, no payment, no
interest promotion, the cost for the retailer is just over 1
percent of the purchase total. Most bank card swipes are
in the neighborhood of 2 percent for the same transaction,
says Murphy.
And, if the customer comes back into the store and
uses the card under normal parameters (no promotion),
which is a standard 25-day grace period before interest
begins to accrue, the retailer pays zero on that particular
transaction.
“Retailers can offer more value to the customer by
making it very easy to acquire merchandise, as well as do
themselves a favor by lowering their costs to credit and
improving their margins,” says Murphy.
The longer the deferral of payment and interest, the
higher the discount rate the retailer must pay. For a sixmonth
no-payment, no-interest promotion, the retailer
would pay about 3 percent (about the same as American
Express), and on a longer-term promotion the discount
rate might be as high as 5 percent or 6 percent.
GE Money makes its money from the discount rate,
as well as from interest accrued if customers take longer
Summer 2007 | InsideOutdoor | 29

than the promotional period to pay off the debt. The card has an
annual APR of 23 percent. The company also could collect late
fees, if customers made delinquent payments.
By themselves, individual small specialty outdoor retailers
aren’t a lucrative market for GE Money. But taken on aggregate
as a collective volume business, GE Money is banking that
small retailers will make the program worth while.
The Sport Finance Program is a turnkey solution for retailers
in that GE Money provides a dedicated credit card terminal,
marketing materials and signage, staff training and continuous
support, all at no cost as long as the participating retailer meets
the minimum charge volume of $36,000 a year.
GE handles all customer billing, and the retailer is not responsible
for any collections or owed sums should a customer
fail to make payments, says Murphy.
Once retailers are up and rolling they can expect to see 10
percent to 15 percent of sales transactions using the GE Sport
credit card, notes Murphy, as long as they do a good job of
pushing the program.
In general, Murphy says the program is most beneficial
for retailers that pull in around $500,000 a year in receipts,
although there are a handful of retailers in the program that
sell less than that.
One option for retailers that sit beneath that sales threshold
is to pay $39 a month to be part of the program. Some retailers
may want to consider this if it would be beneficial for them to
run the program for a couple of months during a busy selling
season, offers Murphy.
In general, sporting goods customers are a good credit risk.
Although GE Money will provide credit limits up to $10,000 in
the Sport program, Murphy says the typical credit line is less
than half that. In addition, the typical customer uses only a fraction
of available credit, leaving open-to-buy dollars that can be
used for other retail promotions.
In all, about 70 percent of applicants in the sporting goods
segment get approved for a credit line, with the minimum
amount being $1,000. However, even if a customer’s credit is
not the best and he can only be approved for the minimum, GE
Money will try to make accommodations.
“We have something in our system called Meet the Sale Logic,”
says Murphy. “If someone comes in with fairly good credit,
we will do everything we can to meet the sale.”
Thus, if a customer qualified for only the minimum ($1,000)
but was looking to make a total purchase of $1,100, GE would
in all likelihood “meet that sale and approve the customer up to
$1,100 in order to help that merchant make the sale,” he says.
That philosophy is in line with the structure of the program,
which is designed to make implementing and using the program
simple, leaving the retailer to focus on the core business
and how best to incorporate promotional finance into a store’s
sales strategy.
For example, the customer application process takes only
30 | InsideOutdoor | Summer 2007

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about five minutes. As soon as the customer is approved, her
account is open and purchases can be made. This is the perfect
time to be able to up sell the customer on an item that he or she
may have been considering prior to the credit application.
If the customer decided to open the credit line to make a
large purchase, he or she may also opt to buy accessory items,
since there won’t be any payments due or accruing interest on
the purchase for at least 90 days, depending on the program.
In terms of demographics and behavior, Murphy says most
first purchases tend to be for large-ticket items or totals, with
subsequent purchases resembling more of a normal debit or
bank card transaction.
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32 | InsideOutdoor | Summer 2007
Interestingly, the typical cardholder, he says, skews more
toward a middle-aged, family profile. “You would think this
would be skewed toward younger customers,” he says, “but
then if you think about it, our approval rates wouldn’t be as
good as they are.”
The age factor could also be a reason why customers have an
excellent track record for paying off purchases within the time
of the promotion.
“These programs work well when the consumer sees value
in the product,” continues Murphy. “The ability to defer payment
is seen as a real benefit, and for many, it will make a lot of
sense to go ahead and apply for the credit.”
Once retailers have been in the program
for a while, they will begin to adapt
in-store procedures to incorporate the finance
program naturally. They may also
be able to formulate new target marketing
plans that perhaps give cardholders
a different status than other customers,
making them privy to after-hour sales or
specific discounts not offered to the general
public.
A finance program such as this is all
about customer satisfaction and loyalty.
Devising programs that give your best
customers reason to continue to use the
card will increase the value of the program
to the store’s operation.
“We’ve got a fairly large chain (in a
private-label program) that really sees
the value in this, and they’re offering a
discount to apply for the card on their
lower priced merchandise because of the
larger margins,” says Murphy. “They’re
offering up to 20 percent off. They are
specifically targeting their higher-end
margins where they can afford to bring
more value.”
The idea is to build the customer base,
and then entice them to use the card
The program could be particularly
useful in holding off significant markdowns,
by offering an extended deferral
program.
“Before you mark that down 50 percent,
why don’t you put it on a 12-month,
no payment, no interest promotion?” asks
Murphy. “It may cost you 6 or 7 percent,
but isn’t that better than whacking it by
30, 40 or 50 percent?
“There are a lot of nuances,” he says.
“As people get more and more educated
on the program and learn how they can
sell, there are a lot of things that we can
teach the merchant that they can use to
help protect the overall price points in
their store.”

about five minutes. As soon as the customer is approved, her
account is open and purchases can be made. This is the perfect
time to be able to up sell the customer on an item that he or she
may have been considering prior to the credit application.
If the customer decided to open the credit line to make a
large purchase, he or she may also opt to buy accessory items,
since there won’t be any payments due or accruing interest on
the purchase for at least 90 days, depending on the program.
In terms of demographics and behavior, Murphy says most
first purchases tend to be for large-ticket items or totals, with
subsequent purchases resembling more of a normal debit or
bank card transaction.
TRUST
all your
camping
knives to
LANSKY
Compact, 2-stage Crock Stick ®
Turnbox Sharpener stores rods
in hardwood base.
‘The Puck’ dual-grit,
multi-purpose sharpener
is ideal for sharpening
hatchets, axes and other
camp tools.
Deluxe Quick Edge
Tungsten Carbide Sharpener
puts a sharp cutting edge
on camp knives with just
a few strokes.
Do your customers and your business
a big favor. Offer them Lansky Sharpeners,
the company that has set the world
standard for knife and tool sharpeners
for over 25 years.
Lansky offers the world’s most complete
line of knife and tool sharpeners.
Our most famous product is the Lansky
Controlled-Angle sharpening system that
makes professional level knife care as
easy as 1, 2, 3. Then there’s a full line
of Crock Stick ® ceramic rod sharpeners,
our Diamond and natural Arkansas
benchstones, and our handy
pocket-sized sharpeners for
carrying in the field.
Quick Fix sharpens with
a few strokes on fixed-angle
tungsten-carbide side, then polishes
on the ceramic rods side.
An edge above the rest
Visit our on-line catalog at: www.lansky.com
Contact our sales office for wholesale pricing:
PO Box 50830, Dept. INO, Henderson, NV 89016 Phone: 716-877-7511 Email: info@lansky.com
32 | InsideOutdoor | Summer 2007
Interestingly, the typical cardholder, he says, skews more
toward a middle-aged, family profile. “You would think this
would be skewed toward younger customers,” he says, “but
then if you think about it, our approval rates wouldn’t be as
good as they are.”
The age factor could also be a reason why customers have an
excellent track record for paying off purchases within the time
of the promotion.
“These programs work well when the consumer sees value
in the product,” continues Murphy. “The ability to defer payment
is seen as a real benefit, and for many, it will make a lot of
sense to go ahead and apply for the credit.”
Once retailers have been in the program
for a while, they will begin to adapt
in-store procedures to incorporate the finance
program naturally. They may also
be able to formulate new target marketing
plans that perhaps give cardholders
a different status than other customers,
making them privy to after-hour sales or
specific discounts not offered to the general
public.
A finance program such as this is all
about customer satisfaction and loyalty.
Devising programs that give your best
customers reason to continue to use the
card will increase the value of the program
to the store’s operation.
“We’ve got a fairly large chain (in a
private-label program) that really sees
the value in this, and they’re offering a
discount to apply for the card on their
lower priced merchandise because of the
larger margins,” says Murphy. “They’re
offering up to 20 percent off. They are
specifically targeting their higher-end
margins where they can afford to bring
more value.”
The idea is to build the customer base,
and then entice them to use the card
The program could be particularly
useful in holding off significant markdowns,
by offering an extended deferral
program.
“Before you mark that down 50 percent,
why don’t you put it on a 12-month,
no payment, no interest promotion?” asks
Murphy. “It may cost you 6 or 7 percent,
but isn’t that better than whacking it by
30, 40 or 50 percent?
“There are a lot of nuances,” he says.
“As people get more and more educated
on the program and learn how they can
sell, there are a lot of things that we can
teach the merchant that they can use to
help protect the overall price points in
their store.”

Minority
Report
LUCRATIVE HISPANIC MARKET STILL UNTAPPED
by Tony Jones
The minority population in the United States just
topped 100 million. Think about that for a moment.
Minorities comprise roughly one-third of the
nation’s population today. One in three. Is it any
wonder marketers have been falling all over themselves
trying to woo minorities and sway them into buying or
trying their particular goods or services?
The buying power of 100 million (100.7 million if you want to
get technical) people is enormous, and the influence minorities
have on marketing plans and promotions will only increase as
their percentage of the total U.S. population continues to rise.
Consider that the U.S. minority population grew at a rate of 2.4
percent between July 2005 and July 2006. During that same period,
the non-Hispanic white population grew just 0.3 percent.
“To put this into perspective, there are more minorities in
this country today than there were people in the United States
in 1910 (92.2 million),” says Louis Kincannon, Census Bureau
director. “In fact, the minority population in the U.S. is larger
than the total population of all but 11 countries.”
It’s a staggering number with enormous potential, and yet
minority participation in outdoor recreation and minority representation
inside outdoor retail stores remains extremely low.
GOLDEN OPPORTUNITY
Of all the minority segments, the Hispanic market is perhaps
the most compelling. It is the largest and fastest growing, reaching
44.3 million people last year — 14.8 percent of the total U.S.
population.
Moreover, the economic potential of the Hispanic community
continues to intrigue and confound marketers the most. The buying
power of this market is expected to exceed $1 trillion by next
year, according to Nielsen Media Research, a 55 percent increase
from 2003.
The growth is such that in May the Nielsen Co. announced it
was launching a national Homescan Hispanic Consumer Panel,
with a research sample of 11,000 households. Nielsen also said it
34 | InsideOutdoor | Summer 2007

will expand its existing Homescan Hispanic Panel
in Los Angeles from 1,500 to 2,500 households to
provide Fast-Moving Consumer Goods (FMCG)
manufacturers and retailers with more detailed
views of the needs, preferences and shopping
habits of Hispanic consumers.
“Now marketers will be able to measure detailed
purchase patterns within the Hispanic
population and translate those insights into
brand-specific plans,” says Tim Kregor, president,
Nielsen Homescan & Spectra, North
America. “This $1 trillion market is an undeniable
opportunity that demands unique strategies
for all leading brands.”
So while Hispanics accounted for almost half
(1.4 million) of the national minority population
growth of 2.9 million between July 2005 and
July 2006, “the economic influence of Hispanics
is growing even faster than their population,”
writes Ryan T. Callahan, director, account services,
for Cohorts, a marketing information company.
This is particularly significant for retailers and
other companies that conduct business in areas with
a high concentration of Hispanic consumers. According
to U.S. Census data released in May, there are now
15 states with more than 500,000 Hispanics and seven
with at least 1.3 million.
California, not surprisingly, leads the way with more than
13 million Hispanics, followed by Texas (8.4 million), Florida
(3.6 million) and New York (3.1 million). New Mexico has the
highest proportion of Hispanics to its total population at 44 percent,
followed by California and Texas, both at 36 percent.
By 2020, the U.S. Census Bureau expects the Hispanic population
to reach 60 million, representing about 18 percent of the
total U.S. population.
Yet, for all of its intrigue as a market, the Hispanic population
remains largely undermined by mainstream manufacturers
and brand marketers. One simple explanation is it is unlike
any other major marketing segment in America. For starters, it
is the only minority with significant population whose majority
of households do not speak English as the primary language
and in which bilingualism is the norm.
According to Synovate, 56 percent of all Hispanic households
speak predominantly Spanish, while 26 percent are equally
Spanish and English bilingual. Just 18 percent are English only
or more than Spanish. Similarly, Simmons Market Research
says 82 percent of Hispanics use at least some Spanish at home,
and 81 percent do the same at work or school.
CULTURAL DIVERSITY
But winning business from Hispanic consumers is more
complicated than simply marketing to them in Spanish. There
are cultural distinctions and diversities that make the Hispanic
market complex and difficult to define or target with singular
campaigns or sweeping assumptions. An understanding of
household dynamics and cultural preferences is necessary to
craft effective messaging and methods of communication.
In terms of social structure, Hispanic households tend to
be larger and younger than non-Hispanic households and are
more likely to have both multi-generational and non-related
family members living together, says Callahan. In addition, 57
percent have children living at home, compared to 35 percent of
the general U.S. population, according to Cohorts.
Naturally, Hispanics are focused on family, home life and
staying socially connected with family members and relatives,
notes Callahan. In addition, he says, they tend to hold traditional
values.
However, beyond these types of basic characteristics, marketers
need to also understand the Hispanic community’s
“widely varying income levels, age groups and degrees of acculturation,”
notes Callahan.
“While it might be tempting to assume that cultural heritage
is a key determinant of Hispanic diversity, the vast majority
of consumer behaviors are determined by current needs and
wants — not by historical cultural ties,” he continues. “One of
the biggest mistakes marketers make in trying to reach Hispanic
consumers is to simply translate existing marketing messages
into Spanish.”
The key, he says, lies in the “household-specific economic
and acculturation circumstances that drive consumer behavior.”
To make things more complicated, Callahan says an extensive
study done three years ago identified 19 distinct household
types within the Hispanic marketplace.
OUTDOOR INTEREST
The outdoor industry is certainly among those trying to understand
these nuances.
Last year, the UCLA Anderson School of Management presented
a white paper to the Outdoor Industry Foundation that
examines the Hispanic community and outdoor recreation.
Much of the authors’ research echoes the sentiments put forth
by Callahan and Cohorts.
“Generally speaking, it is a common mistake for marketers
to treat Hispanics as a homogenous population,” the authors
write. “Not all Hispanics are the same.”
Nevertheless, “while it is apparent that cultural boundaries
have weakened over recent years, there remain subtle differences
in the leisure time preferences and availability of Hispanics,
which help to distinguish them from other ethnicities,” the
UCLA/OIF paper says. “Understanding these differences is a
critical factor when attempting to market outdoor activities to
this segment.”
According to the UCLA/OIF research, among the biggest
hurdles marketers face in getting Hispanics to participate in
outdoor recreation is available time and effective communication
strategies.
Only 34 percent of Hispanics are spending greater than four
hours per week on physical activities, according to the OIF report,
while the majority (61 percent) spend between one and
four hours being physically active. And although core outdoor
recreational activities were not listed among Hispanics’ favorite
physical activities (running/jogging topped the list at 48 percent),
89 percent of those surveyed by the UCLA team indicated
they find outdoor activities fun.
Summer 2007 | InsideOutdoor | 35

The primary reason for the lack of outdoor participation
seems to be a lack of available time, with 71 percent of males
and 64 percent of females saying they do not participate in outdoor
activities because of available leisure time. In all, 44 percent
said they would definitely participate in outdoor activities
if they had more leisure time.
This is at least encouraging. The question now becomes how
to create more leisure time or how to get Hispanics to alter how
they spend their leisure time.
The UCLA/OIF report indicates that the availability of leisure
time in the Hispanic community is actually growing. In
order to capitalize on that time when it becomes available,
outdoor marketers have the challenge of increasing Hispanic
participation now in activities that do not require a large time
commitment, such as trail running, hiking, biking and fishing,
the authors suggest.
“In the future when Hispanics have more time to participate,
the momentum derived from prior outdoor activity involvement
has the potential to encourage further activity in more
time intensive activities,” write the UCLA authors.
In order to capitalize on the interest, the outdoor industry
would be wise to appeal to the social and familial aspects of the
Hispanic community by promoting the social aspects of activities
like hiking, fishing and camping.
“The benefit would be that these activities would not require
more of a time commitment than is already spent with their
family and friends,” notes the UCLA/OIF report.
In addition, marketers have an opportunity to market the
health benefits to these types of outdoor activities. “This might
prove to be an especially good opportunity for parents to spend
time with their children while promoting active lifestyles,” the
authors suggest.
THINK YOUNG
With 19 distinct household segments within the Hispanic
community, marketers need to hone in on those segments which
are most likely to provide the highest return. The UCLA/OIF
study says the most active Hispanics are between 18 and 34 (40
percent are active more than four hours per week). In addition,
38 percent of Hispanics with at least some level of college education
reported activity greater than four hours per week. That
number increases to 41 percent for those Hispanics with an advanced
degree.
In addition, the UCLA/OIF report says 40 percent of males
reported physical activity of more than four hours per week,
compared to just 29 percent of females.
But the most encouraging segment may very well be the Hispanic
youth market.
“The Hispanic market and especially the Hispanic youth
market cannot be ignored by any industry in the U.S. that wishes
to be competitive both today and in the near future,” says the
OIF report. “The sheer size of the Hispanic youth segment and
its incredible growth rate demand immediate attention.”
According to the report, the Hispanic share of the under-18
U.S. population grew from 11.4 percent to 18 percent between
1990 and 2002. This was compounded by a slowing and even
reduction in the number of non-Hispanic youths.
Encouraging for the industry is Hispanic youths appear
to have favorable attitudes toward outdoor activities. In the
UCLA/OIF survey, camping topped the list among those with
at least a medium interest, with 75 percent expressing medium,
high or very high interest. Hiking was second among the most
interested at 55 percent, followed by biking and rock climbing
which both tallied 50 percent medium to very high interest.
Camping and hiking are prime “gateway” activities that
could lead to other pursuits as participants age, and once they
begin having children of their own, they are likely to pass along
their fondness for camping because of its family friendliness
and social benefits.
The other good news for marketers is that younger Hispanics,
regardless of country of origin, are much more likely than older
Hispanics to view English as their dominant language. In addition,
in families with less acculturated parents, kids have a significant
impact on brand purchases, the UCLA/OIF study says.
Some complications are that Hispanic families tend to be
matriarchal, with mothers being the “ultimate gatekeepers”
and teens being shielded from “messages or activities that
are seen as threatening to the family or irrelevant,” note the
UCLA researchers.
Another challenge is that obesity is an issue for the entire
Hispanic population, particularly youths. Research suggests
that there is cultural and social acceptance for being overweight,
but health matters also are a concern for Hispanics, so being
able to promote outdoor recreation as a healthy alternative to
other activities could prove meaningful.
COMMUNICATION
Cultural indicators aside, one of the barriers to entry up
to now has been a lack of meaningful communication about
outdoor recreation to the Hispanic population. Manufacturers
have not done a good job of getting effective messages out, and
retailers can do more within their local communities to cater to
Hispanic consumers.
In their study, the UCLA researchers note that visits to retailers
within or near areas with large Hispanic populations did
not have Spanish-speaking staff available, nor did they provide
promotional literature in Spanish. The effect could be as simple
as out of sight, out of mind. Or worse, alienation.
It stands to reason that those with the best opportunity in
reaching Hispanic consumers are those nearest to the heaviest
concentration of population. Regardless, it appears that a concerted,
cooperative effort between manufacturers, retailers and
other segments of the outdoor industry stands the best chance
in being effective.
All aspects of the industry stand to benefit. The fact there is
clear interest in outdoor activities by Hispanics is an important
and encouraging development. That there is still little participation
is discouraging. The task now is to fix the disconnection.
Instead of continuing to ask why Hispanics aren’t involved
in outdoor pursuits or buying outdoor gear in large numbers,
the latest market research suggests the more meaningful question
is why should they?
There is a lot riding on the answers. Based on the numbers,
that’s a $1 trillion question.
36 | InsideOutdoor | Summer 2007

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Gear
SPRING/SUMMER 2008 Product Showcase
3M
New Thinsulate Insulation with recycled fibers is composed of microfibers
that help keep users comfortably warm without the bulk of
down, says 3M. The new insulation contains a minimum of 45 percent
post-consumer recycled polyester fibers from things like soda
and water bottles, helping to give new life to resources that might
otherwise be wasted. 3M views Thinsulate insulation with recycled
fibers as a positive step toward a more sustainable environment that
uses fewer resources and discards less waste. 800.328.7098 or
www.3m.com/thinsulate
32north
32north Corp. has been producing
STABILicers for 16 years. What started
with the original STABILicers has expanded
to include the Sport, LITE and
Overshoe to the company’s durable
line-up. Billed as studded tires for your
feet, STABILicers provide users with
secure traction for hiking, running, and walking in winter weather. An
aggressive tread and cleat pattern, along with reliable binding system,
make the STABILicers easy to use. 207.284.5010 or www.32north.com
Advanced Elements
The sporty DragonFlyT XC kayak
from Advanced Elements is bound to
pique curiosity. Its bow and stern have
fixed rigid forms that help cut through
the waves and keep paddlers on course,
and it features a linear tube cover for increased rigidity
and durability. The kayak also features molded rubber-grip
handles, bungee deck lacing, padded seat rests, mesh accessory
pocket and tracking skeg and a foam floor. This multi-use boat is
designed for enjoyment on lakes, mild rivers, bays and estuaries.
The DragonFlyT XC measures 8 feet, 4 inches long and 35 inches
wide. Weighing just 19 pounds, the kayak enables paddlers to get
the kayak on the water quickly. MSRP: $249.99. 866.262.9076 or
www.advancedelements.com
Adventure Medical Kits
The S.O.L. (Survive Outdoors Longer)
Survival Pak from AMK packages
together critical survival items in a lightweight,
waterproof dry bag. Included in
the one-person kit are mini mirror and
whistle for signaling; waterproof and
windproof matches, plus tinder, for building
a fire; a Heatsheets survival blanket,
with bilingual survival instructions printed
directly on the blanket, for shelter; a fishing kit to cast a line while waiting
for rescue; duct tape for gear repair; and a compass for determining
direction. The S.O.L. Survival Pak weighs just 4.6 ounces and features a
sturdy belt clip, allowing users to easily fasten it to a backpack. MSRP:
$25. 800.324.3517 or www.adventuremedicalkits.com
AGS Labs
AGS Labs’ newest Aloe Gator SPF 30
waterproof sport formula is available with a
handy carabiner clip so it can go anywhere
for any outdoor activity. The 1.5-ounce size
also is convenient for travel. Offering broad
spectrum protection, Aloe Gator is richly concentrated
with aloe vera. It also is unscented,
non-greasy and recommended by dermatologists,
the company says. Whether rafting, paddling, hiking, climbing
or biking, Aloe Gator SPF 30 Carabiner Sport sun block is ready
to provide outdoor enthusiasts with sun protection. 866.269.5207
or www.agslabsinc.com
AKU
AKU will introduce three new lines for
Spring 2008: Suiterra, Arriba and Unica. Targeted
at the light hiker, multi-day use enthusiast,
the Suiterra line features the Suede
Injected GTX, Suede GTX and Leather
GTX. All three models feature
Gore-Tex and a Vibram Plume
outsole featuring dual-density
EVA and Vibram rubber. The tread
is designed specifically for hiking
and features a brake action on the front portion of the heel. The
line also features Air 8000 fabric in the upper to maximize breathability
and Dynamic Energy Point which provides support using
synthetic rubber inserted at the ankle to facilitate movement by
assisting the foot’s return to its starting position. The Suiterra
models are available in men’s and women’s sizes and colors.
207.799.0273 or www.akunorthamerica.com.
Alphatan International
The PrecisionPak YakMate1 fishing
crate fits right into a kayak
tank well and offers paddlers a
versatile fishing rod/tool holder
array containing two notched
polypropylene rod and reel tubes
secured by Velcro tightening
straps. The unit’s sides are outfitted
with single tool holders as well
as two covered accessory pouches,
while the inside is equipped with two
heavy-duty tackle boxes and a Black Ice cooler bag. The crate’s
Velcro-secured rollaway top cover has a clear plastic navigation
map pocket on the outside and a mesh fabric interior compartment.
Rugged “feet” keep the YakMate1’s bottom from water
contact and several stainless steel grommet drainage holes help
protect gear from water damage. The YakMate1 is constructed of
600-denier water-resistant ripstop fabric and is fully padded and interior
lined. The unit has an interior capacity of 2,562 cubic inches.
905.475.2527 or www.precision-pak.com
38 | InsideOutdoor | Summer 2007

Gear
Arc’teryx
Building off of its RT Series, Arc’teryx’s
new line of Miura cragging packs combine
a RollTop closure system with
two fully separating side zippers
which allow the user to peel away
the front panel of the pack and
gain immediate access to its entire
contents. This is known as
the Drawbridge System. Other
features include a high-visibility
lining and internal gear loops. Packs are equipped with compression
straps that are both removable and modular, allowing gear and ropes to
be strapped to the front or top of the pack. A large Kangaroo Pocket is
accessible from outside the pack, as well as internally. In addition, padded
sidewalls protect stored gear from impact and buffer hard edges
from external fabric abrasion. Packs come in 20-liter, 30-liter and 50-liter
sizes. MSRP: $150-$225. 604.960.3001 or www.arcteryx.com
Asolo
Asolo will propel into 2008 behind a new trail
running line called Propulsion. A lightweight,
molded EVA midsole with torsion control
shank and protective plate made of TPU
are designed to manage impact, while
Aso-propel and Aso-brake lugs assist in
prompt acceleration and stopping. Models
are available for men and women and feature Gore-XCR or velvet
linings. 603.448.8827 or www.asolo.com.
Big Agnes
Big Agnes’ Re-Routt collection includes products
across several categories constructed using different
levels of recycled fabrics, fills and hardware. The collection
will include sleeping bags, sleeping pads and
accessories. The company will debut the Skinny Fish
20° (pictured; MSRP: $179-$189) and Ripple Creek 35°
(MSRP: $159-$169) semi-rectangular sleeping bags
this fall. The bags will include Climashield HL Green
100 percent recycled content insulation, 100 percent
recycled ripstop nylon shell fabric and a bamboo/ poly
blend liner fabric. Cord and stuff sacks will be recycled
content and cord locks will be made from cornstarch.
In addition, Big Agnes announced that all of its sleeping
bags containing PrimaLoft insulation will transition to PrimaLoft Recycled
by Spring 2008. 877-554-8975 or www.bigagnes.com
Bite Footwear
Bite’s new Adventure 3-in-1 Coho will likely appeal
to travelers who pack light and demand versatility
from their footwear. The shoe can
transform between a supportive light
hiking sandal, casual slide and adjustable
beach sandal by quickly changing
the strap configuration. Features include
removable OrthoSport footbeds and patented Toe Guards that protect
from obstacles on the trail or in the water. The hybrid Trailshark outsole
can perform as a light hiker or water sandal. Traction teeth and crossridges
grip on land, while water drainage channels and suction scoops
provide wet surface traction. The Coho is constructed with leather uppers
and neoprene lining, with metal buttons attached by webbing.
MSRP: $109.99. 800.248.3465 or www.biteshoes.com
Black Diamond
New for Spring 2008, Black Diamond debuts Control Shock
Technology (CST) offering damp and progressive, four-stage
shock absorption that smoothes out light strikes, absorbs medium
strikes and prevents hard bottoming-out while controlling
rebound. The patent-pending system is reportedly quiet,
smooth and maximizes pole collapsibility with the external
design, which complements BD’s FlickLock and Binary technology
and Elliptical Shaft design. 801.278.5552 or www.blackdiamondequipment.com
Bota of Boulder
The H2OnDemand Portable Water
Filtration System by Bota of Boulder
allows customers to filter water anywhere,
anytime. This easy-to-use filter is
small enough to tuck into a fly vest or
hip pocket and weighs just 2.8 ounces.
The H2OnDemand is a convenient and
welcomed companion during outdoor
adventures, travel and times of emergency.
Bota of Boulder says the filtration system meets or exceeds
EPA standards for removal of protozoa and bacteria. 800.530.8489 or
www.botaofboulder.com
Bridgedale
New for 2008, the X-Hale Speed Demon and
women’s X-Hale Speed Diva are hybrid designs
aimed to fit like a thin sock but protect like a cushioned
sock. The socks feature anatomically shaped
cushioning designed to protect the foot and enhance
fit. Other highlights include Tactel knit throughout
the sock for a precise fit and wicking purposes,
and shaped cushioning surrounding
the fore- and rear-foot is a merino wool/synthetic
blend. 800.943.4453 or www.bridgedaleusa.com
Brunton
Brunton’s Vapor AF expedition backpacking
stove runs on any kind of liquid fuel,
including white gas, kerosene, diesel,
auto fuel and jet fuel. With a turn of the
burner cup, users can adjust for any desired
fuel without replacing jets or fiddling
with loose parts (MSRP: $149). In addition,
Brunton Solar Power delivers two battery models:
the SOLO 7.5 and the SOLO 15.0. Both use lithium iron phosphate
batteries to provide power. When fully charged, the units can operate
small electronics (laptops, TVs, air pumps, cell phones) for hours. Units
are recyclable and non-hazardous, according to Brunton. The SOLO 7.5
provides 8-10 amp hours/75-watt hours and weighs less than two and a
half pounds. It is completely waterproof (MSRP: $229). 800.443.4871
or www.brunton.com
Summer 2007 | InsideOutdoor | 39

Gear
Buck Knives
Buck Knives has added a 5-millimeter
LED light to its one-handed X-Tract multitool.
The light helps users in dim light conditions,
illuminating the area being worked on. The light has manual
or auto shut-off and is powered by two replaceable 3-volt CR-1616
lithium batteries. The multitool also is equipped with a 3-inch droppoint
blade, one-handed access to all implements, and a traditional
handle for grip and leverage. Other highlights of the 731 X-Tract LED
are spring-loaded needle-nose pliers with a wire cutter that cuts up to
10-gauge wire; a number two Phillips screwdriver and a 3/16-inch slotted
screwdriver. MSRP: $65. 800.326.2825 or www.buckknives.com
C.A.M.P. USA
Two new climbing helmets designed to meet
UIAA certification requirements round out the latest
line from C.A.M.P. The new Armour (pictured)
offers a molded thermoplastic shell with side ventilation.
The helmet is headlamp compatible and
equipped with a fast and secure adjustment system. It
is available in five lively colors and in models built for men,
women and children. Also available is the Cosmic, featuring a
ridged ABS injection-molded shell with the company’s patented new
closure system that eliminates clips and buckles around the chin. Millimetric
adjustment is achieved with a dial built into the helmet’s main
structure near the right temple. 877.421.2267 or www.camp-usa.com
CampfireGrill
Even casual and car campers appreciate
smaller and mobile. The Rebel,
Pioneer and Explorer models from
CampfireGrill fit into small cars, motorcycle
saddlebags and canoes. The
Rebel and Pioneer are assembled with
a two-piece stake, while the Explorer
has folding legs. All three have compact
grilling surfaces and feature a raised edge that prevents food from falling
into the campfire. Each grill includes a carrying bag. 248.241.6717
or www.campfiregrill.com
Cascade Creek
Cascade Creek Co.’s new Yakclip paddle
clips offer quick installation without the need
for tools or drilling holes in the boat. The clips
enable paddlers to keep their paddle within
reach anywhere around the cockpit and come
with two built-in accessory clips for keeping
other items in reach, such as fishing poles or
dry bags. Yakclips can be placed in front when getting in and out of a
kayak, leaving both hands free to stabilize entry or exit. They also can
be used to hold a paddle while breaking for a drink or to move the
paddle aside in order to reel in that big fish. MSRP:
$9.95. 631.271.2100 or www.cascadecreek.com
Climashield
Climashield insulation is a durable,
stretchable material produced by spreading
thousands of continuous strands of polyester
into an interlocking insulation. The material is
thermally efficient and has a 10 percent lower packing volume than
cut staple of the same weight and temperature rating, according
to the company. The insulation is suitable for performance apparel,
sleeping bags and outerwear. Among the product’s features are
its light weight, compressibility, water resistance and quick drying
properties. Look for products from Big Agnes, Coleman, Patagonia,
Sierra Designs, Slumberjack, The North Face and Wiggy’s. Pictured
is the Patagonia Micropuff pullover with Climashield Green,
an insulation made from recycled materials. 310.767.1000 or
www.climashield.com
Cloggens
Debuting in Cloggens’ Active
Comfort line is the new Cero, a shoe
combining lightweight durability and
molded comfort with the sporty style
of a casual shoe. The Cero comes in three
distinct models, including Air Mesh, which is engineered to keep the
wearer’s feet cool and snug. The advanced air-mesh upper enclosure
is treated with a special water- and stain-resistant finish. The Cero Air
Mesh is offered in men’s and women’s models in whole sizes. MSRP:
$40. 503.635.3925 or www.cloggens.com
Cloudveil
The Z Print jacket for men and women is a 12-ounce mountain
and urban ally that offers original print styling and liberating waterproof
stretch. Features include foldaway adjustable hood with internal
collar, center front storm flap, YKK Reverso zips, hand pockets,
adjustable storm sealing cuffs with half elastic, and adjustable storm
sealing hem. MSRP: $175. Also new for 2008 is the women’s Track
jacket, an 8-ounce silhouette offering full-zip styling with collar, flatlock
stitch detail, princess seams and an athletic fit for multi-sport activity.
MSRP: $75. The Track line includes jacket, skirt, cami and tank.
307.734.3880 or www.cloudveil.com
Cocoon by Design Salt
Cocoon has increased the performance of
its expedition liner in a smaller, lighter package.
The Expedition MummyLiner is made of
black ripstop silk and comes in three sizes
for an optimum fit and minimum weight.
Users will appreciate the new elastic drawstring
hood. A waterproof, ripstop Silnylon
stuff sack is sewn into the liner at chest
height and doubles as a chest pocket.
Hang loops facilitate drying and allow attachment
to sleeping bags. 509.667.1600
or www.cocoonusa.com
Coghlan’s
Coghlan’s LED Micro Lantern uses a
specially designed conical reflector and
a bright Nichia 5-millimeter LED to illuminate
everything within 6.5 feet. The lantern
is just 2 inches tall, is water resistant
and features a flashing mode for emergencies.
It attaches to a pack or jacket for
portability, safety and convenient access.
204.284.9550 or www.coghlans.com
40 | InsideOutdoor | Summer 2007

Gear
Buck Knives
Buck Knives has added a 5-millimeter
LED light to its one-handed X-Tract multitool.
The light helps users in dim light conditions,
illuminating the area being worked on. The light has manual
or auto shut-off and is powered by two replaceable 3-volt CR-1616
lithium batteries. The multitool also is equipped with a 3-inch droppoint
blade, one-handed access to all implements, and a traditional
handle for grip and leverage. Other highlights of the 731 X-Tract LED
are spring-loaded needle-nose pliers with a wire cutter that cuts up to
10-gauge wire; a number two Phillips screwdriver and a 3/16-inch slotted
screwdriver. MSRP: $65. 800.326.2825 or www.buckknives.com
C.A.M.P. USA
Two new climbing helmets designed to meet
UIAA certification requirements round out the latest
line from C.A.M.P. The new Armour (pictured)
offers a molded thermoplastic shell with side ventilation.
The helmet is headlamp compatible and
equipped with a fast and secure adjustment system. It
is available in five lively colors and in models built for men,
women and children. Also available is the Cosmic, featuring a
ridged ABS injection-molded shell with the company’s patented new
closure system that eliminates clips and buckles around the chin. Millimetric
adjustment is achieved with a dial built into the helmet’s main
structure near the right temple. 877.421.2267 or www.camp-usa.com
CampfireGrill
Even casual and car campers appreciate
smaller and mobile. The Rebel,
Pioneer and Explorer models from
CampfireGrill fit into small cars, motorcycle
saddlebags and canoes. The
Rebel and Pioneer are assembled with
a two-piece stake, while the Explorer
has folding legs. All three have compact
grilling surfaces and feature a raised edge that prevents food from falling
into the campfire. Each grill includes a carrying bag. 248.241.6717
or www.campfiregrill.com
Cascade Creek
Cascade Creek Co.’s new Yakclip paddle
clips offer quick installation without the need
for tools or drilling holes in the boat. The clips
enable paddlers to keep their paddle within
reach anywhere around the cockpit and come
with two built-in accessory clips for keeping
other items in reach, such as fishing poles or
dry bags. Yakclips can be placed in front when getting in and out of a
kayak, leaving both hands free to stabilize entry or exit. They also can
be used to hold a paddle while breaking for a drink or to move the
paddle aside in order to reel in that big fish. MSRP:
$9.95. 631.271.2100 or www.cascadecreek.com
Climashield
Climashield insulation is a durable,
stretchable material produced by spreading
thousands of continuous strands of polyester
into an interlocking insulation. The material is
thermally efficient and has a 10 percent lower packing volume than
cut staple of the same weight and temperature rating, according
to the company. The insulation is suitable for performance apparel,
sleeping bags and outerwear. Among the product’s features are
its light weight, compressibility, water resistance and quick drying
properties. Look for products from Big Agnes, Coleman, Patagonia,
Sierra Designs, Slumberjack, The North Face and Wiggy’s. Pictured
is the Patagonia Micropuff pullover with Climashield Green,
an insulation made from recycled materials. 310.767.1000 or
www.climashield.com
Cloggens
Debuting in Cloggens’ Active
Comfort line is the new Cero, a shoe
combining lightweight durability and
molded comfort with the sporty style
of a casual shoe. The Cero comes in three
distinct models, including Air Mesh, which is engineered to keep the
wearer’s feet cool and snug. The advanced air-mesh upper enclosure
is treated with a special water- and stain-resistant finish. The Cero Air
Mesh is offered in men’s and women’s models in whole sizes. MSRP:
$40. 503.635.3925 or www.cloggens.com
Cloudveil
The Z Print jacket for men and women is a 12-ounce mountain
and urban ally that offers original print styling and liberating waterproof
stretch. Features include foldaway adjustable hood with internal
collar, center front storm flap, YKK Reverso zips, hand pockets,
adjustable storm sealing cuffs with half elastic, and adjustable storm
sealing hem. MSRP: $175. Also new for 2008 is the women’s Track
jacket, an 8-ounce silhouette offering full-zip styling with collar, flatlock
stitch detail, princess seams and an athletic fit for multi-sport activity.
MSRP: $75. The Track line includes jacket, skirt, cami and tank.
307.734.3880 or www.cloudveil.com
Cocoon by Design Salt
Cocoon has increased the performance of
its expedition liner in a smaller, lighter package.
The Expedition MummyLiner is made of
black ripstop silk and comes in three sizes
for an optimum fit and minimum weight.
Users will appreciate the new elastic drawstring
hood. A waterproof, ripstop Silnylon
stuff sack is sewn into the liner at chest
height and doubles as a chest pocket.
Hang loops facilitate drying and allow attachment
to sleeping bags. 509.667.1600
or www.cocoonusa.com
Coghlan’s
Coghlan’s LED Micro Lantern uses a
specially designed conical reflector and
a bright Nichia 5-millimeter LED to illuminate
everything within 6.5 feet. The lantern
is just 2 inches tall, is water resistant
and features a flashing mode for emergencies.
It attaches to a pack or jacket for
portability, safety and convenient access.
204.284.9550 or www.coghlans.com
40 | InsideOutdoor | Summer 2007

Gear
Coleman
Coleman’s new Exponent
Mini headlamp enables
users to see clearly in the
dark with hands-free convenience.
The headlamp weighs approximately
1.4 ounces, including the single CR2 lithium battery
it needs for operation. The Exponent is weather resistant and offers
seven hours of illumination on low and two hours on high. It also has
an emergency strobe setting. 316.832.8707 or www.coleman.com
Cordura
Invista Performance Materials introduces
Cordura NYCO knit fabrics
for T-shirts and base layers. Designed
for rigorous physical demands, NYCO is
a high-performance knit combining cotton
and Invista T420 nylon 6,6 fibers. It is
engineered for use in intimate blends with
cotton and cellulose fibers to increase durability,
abrasion resistance and strength. With
increased moisture management and quickdrying
comfort, Invista says NYCO T-shirts dry 2.5 times
faster than 100 percent cotton T-shirts, making the
fabric ideal for military, tactical and workwear apparel.
877.446.8478 or www.cordura.com
Dri-release
Wigwam Mills recently added more than a dozen Drirelease
styles for men and women, including some styles
in which Dri-release replaced Coolmax polyester for performance.
Wigwam apparently made its decision after
comparative test results favored Dri-release’s ability to
disperse moisture quickly and keep feet cool. Dri-release
is an intimate blend of synthetic (hydrophobic) and natural (hydrophilic)
fibers that pushes sweat to the outside of the sock so it can
evaporate. It dries four times faster than cotton, according to Optimer
Performance Fibers. Dri-release also contains FreshGuard, an odor neutralizer
embedded in the fabric. 800.994.3083 or www.drirelease.com
Eagles Nest Outfitters
ENO wants your customers to take the
comforts of the backyard on all their travels.
The company’s SingleNest and Double-
Nest hammocks are constructed with tough,
breathable woven nylon and high-grade nautical
line. Both hammock designs measure 9 feet, 10 inches in length and
support up to 400 pounds, with the DoubleNest being a bit wider at 6 feet,
8 inches. With the SingleNest weighing in at 18 ounces and DoubleNest
at 22 ounces, both are packable for longer treks. Both hammocks are selfstowing
and compressible enough to fit into their softball-sized sack for
easy stowing and transport. The SingleNest is pictured here with ENO’s
Dry Fly rain tarp. 828.252.7808 or www.eaglesnestoutfittersinc.com
Ultimate3-in-1
The
Child Carrier
Bicycle trailer, stroller, and jogging stroller all in one.
Whatever activity and in any season, enjoy being outdoors together.
www.croozerdesigns.com
42 | InsideOutdoor | Summer 2007

Gear
Coleman
Coleman’s new Exponent
Mini headlamp enables
users to see clearly in the
dark with hands-free convenience.
The headlamp weighs approximately
1.4 ounces, including the single CR2 lithium battery
it needs for operation. The Exponent is weather resistant and offers
seven hours of illumination on low and two hours on high. It also has
an emergency strobe setting. 316.832.8707 or www.coleman.com
Cordura
Invista Performance Materials introduces
Cordura NYCO knit fabrics
for T-shirts and base layers. Designed
for rigorous physical demands, NYCO is
a high-performance knit combining cotton
and Invista T420 nylon 6,6 fibers. It is
engineered for use in intimate blends with
cotton and cellulose fibers to increase durability,
abrasion resistance and strength. With
increased moisture management and quickdrying
comfort, Invista says NYCO T-shirts dry 2.5 times
faster than 100 percent cotton T-shirts, making the
fabric ideal for military, tactical and workwear apparel.
877.446.8478 or www.cordura.com
Dri-release
Wigwam Mills recently added more than a dozen Drirelease
styles for men and women, including some styles
in which Dri-release replaced Coolmax polyester for performance.
Wigwam apparently made its decision after
comparative test results favored Dri-release’s ability to
disperse moisture quickly and keep feet cool. Dri-release
is an intimate blend of synthetic (hydrophobic) and natural (hydrophilic)
fibers that pushes sweat to the outside of the sock so it can
evaporate. It dries four times faster than cotton, according to Optimer
Performance Fibers. Dri-release also contains FreshGuard, an odor neutralizer
embedded in the fabric. 800.994.3083 or www.drirelease.com
Eagles Nest Outfitters
ENO wants your customers to take the
comforts of the backyard on all their travels.
The company’s SingleNest and Double-
Nest hammocks are constructed with tough,
breathable woven nylon and high-grade nautical
line. Both hammock designs measure 9 feet, 10 inches in length and
support up to 400 pounds, with the DoubleNest being a bit wider at 6 feet,
8 inches. With the SingleNest weighing in at 18 ounces and DoubleNest
at 22 ounces, both are packable for longer treks. Both hammocks are selfstowing
and compressible enough to fit into their softball-sized sack for
easy stowing and transport. The SingleNest is pictured here with ENO’s
Dry Fly rain tarp. 828.252.7808 or www.eaglesnestoutfittersinc.com
Ultimate3-in-1
The
Child Carrier
Bicycle trailer, stroller, and jogging stroller all in one.
Whatever activity and in any season, enjoy being outdoors together.
www.croozerdesigns.com
42 | InsideOutdoor | Summer 2007

Gear
Ecowood
Based on the original Slatwall Tower, Ecowood’s new
Shoe Tower stands 76 inches, with casters, and has a
footprint of just 15 inches by 15 inches. The Shoe Tower
is made with 100 percent post-consumer reclaimed
wood, along with paint-grade MDF (medium density fiberboard)
slatwall. MSRP is $250, with reclaimed wood
shelves sold individually at $12.50 each. 800.452.1679
or www.ecowooddisplays.com
EK Ekcessories
EK’s outdoor Power Cat tie down straps are made from
1.125-inch, 100 percent nylon webbing and constructed with durable
components to keep gear safe and secure. The straps feature dual locking
clips that provide convenience and security
to kayaks, canoes and other outdoor gear. In
addition, a soft end protects equipment from
scratches or scuffs. The straps are sold in
pairs and adjust from 24 inches to 78
inches, with 1,200 pounds of tensile
strength. Power Cat straps are available
in 16 different webbing colors, and
private labeling is available. 800.338.2030 or www.ekusa.com
elete
elete supports hydration, performance and muscle
function without the sugar coating and artificial ingredients
common in sports punch. The company’s pure
electrolyte concentrate can be added to any food or
beverage for electrolyte supplementation. Lightweight
and easy to carry, elete says its electrolyte concentrate
won’t grow funk in hydration packs and doesn’t contain
any calories. The product’s versatility makes it easy
to consume sufficient electrolytes during endurance
sports. 800.669.1297 or www.eletewater.com
Equinox
The new Ultralite Parula daypack from Equinox weighs in at 6.1
ounces and features an attached lid, two mesh pockets and one top
zippered pocket, plus padded straps. The Parula is constructed from
1.1-ounce silicone impregnated ripstop nylon and offers 1,050 cubic
inches of stowing capacity. In addition, Equinox’s Ultralite Elfin
Backpacker’s Wallet offers a secure place for valuables. Measuring 4
inches by 5 inches, the virtually weightless zip pouch clips right to a
pack. 800.326.9241 or www.equinoxltd.com
ExOfficio
ExOfficio will expand its soy offering in its 2008
Soytopia, ExSential and Satellite collections. Made
from the plant stock of soybeans, soy fabrics have
natural antibacterial, odor-resistant and moisture
wicking properties. In addition, soy fabrics are resistant
to wrinkles, quick drying and offer a soft
hand. Those are important factors when it comes
to women’s performance underwear. The Soytopia
seamless underwear line includes a boy-cut brief,
bikini, thong, and tank bra that will be packaged in eco-friendly packaging.
Colors include coral/black (pictured), spearmint/white and black/
peppercorn. MSRP: $18-$24. 206.283.1471 or www.exofficio.com
44 | InsideOutdoor | Summer 2007
Extrasport
The X-Pert Flex Plus dry top is engineered to
work with the body’s natural paddling motions
and movements. The top is constructed with
four-way Stunner Stretch material across the
back, shoulders and sleeves for comfort and
range of motion, while an Entrant Dermizax
three-layer waterproof/breathable membrane
helps expel body moisture while keeping the
wearer warm and dry. A rubber gasket neck, adjustable
double-chimney waist and wrist closures with Velcro provide a tight
seal all around. Colors include turtle green and beacon red. MSRP:
$275. 800.852.9257 or www.extrasport.com
Falcon Guides
During the “Golden Age” of North American
mountaineering, when the classic rock walls and
technical routes were being pioneered, Ed Cooper
was one of the climbers in the forefront. His
daring climbing accomplishments in Canada, the
North Cascades and Yosemite have become legendary.
He continued to pursue the great peaks
of North America for many years, with camera
in hand, producing awe-inspiring mountain photographs which are in
league with the works of Ansel Adams and Bradford Washburn. The
magic of Cooper’s photography is captured in his new book from Falcon
Guides, Soul of the Heights. 800.243.0495 or www.falcon.com
Feelfree
The Moken fishing kayak sports a twoway
hinged bow hatch plus two
cockpit hatches, and has ample
room for a storage crate and bait
bucket. Within reach is a handy flipup
console for lures and gear, with a nearby area for mounting additional
fishing rod holders and fish finder. Completing the outfitting are
molded-in carry handles on the bow and sides, plus a rudder system.
The Moken is 13 feet long and 31 inches wide. It weighs 62 pounds.
503.327.8441 or www.standingwaveusa.com
Fox River
Fox River debuts new eco styles for men and women
in its Good Earth collection. The line features
trendy new colors and designs, and incorporates
the company’s proprietary organic
shrink process, which Fox River says is so
safe you could drink it. Included in the collection
is the Multi-Sport quarter crew, made
specifically to fit the shape of a woman’s foot. Fox River will donate
5 percent of net profits on all sales to the Breast Cancer Research
Foundation and One Percent for the Planet. MSRP: $14. 641.732.3732
or www.foxsox.com
Freestyle USA
The Recon from Freestyle is a digital training
partner built for active outdoor lifestyles. The
watch has polyurethane and nylon strap options
and features time/day/date display; day of the
week in English, French or Spanish; dual time zones;

From the top of the mountain to the top of the industry,
the ASF Group will get you there.
ASF Group provides the most technically diverse range
of fabrics in the industry.
• Technical and Performance Specialists
• 30+ Years of Technical Textile Printing Experience
• The Most Experienced and Innovative Weavers
and Knitters in the Industry
• Unrivaled Industry Knowledge
ASF has the materials, resources and experience
that will get you to the top...
the rest is up to you.
ASF GROUP
310-831-2334
U.S. OFFICE
Info@asfgroup.com
JAPAN OFFICE
john-furumori@kyodo-s.co.jp
TAIWAN OFFICE
Info@asfgroup.com
We are the fabric builders—from fiber, to fabric, to factory, to finished.
www.asfgroup.com

Gear
automatic leap year adjustment and night vision backlight display. Other
highlights include a chronograph, 30-lap memory, countdown timer
with stop or repeat, preset heat timers, three alarms with unique
alert melodies and water resistance to 100 meters. 800.776.6449 or
www.freestyleusa.com
Gerber Legendary Blades
Gerber’s Flik multitool delivers industrial strength
and professional grade functionality in a compact design
meant for everyday use. The Flik combines onehanded
deployment of pliers with outboard tools and
a saw. Gerber’s patented Saf.T.Plus locking system
assures tool components stay in place while in use.
MSRP: $70. 503.639.6161 or www.gerbergear.com
GoPro
GoPro’s new mounting accessories
for its Digital HERO 3 wrist-mounted
camera enable users to affix their
camera to a helmet, head, bike, motorcycle,
car or kayak, providing shots
that up to now have been difficult, at
best. The Helmet HERO adapter can be used to mount the camera
on any helmet, vented or non-vented, GoPro says. The unit enables
steady video to be shot without wires, battery packs or separate
video recorders. In addition, GoPro’s new “Photo every 5 seconds”
feature for the Digital HERO 3 means users can capture 3 megapixel
stills from the helmet, as well. The mounts are used in conjunction
with a new housing design developed for the Digital HERO 3. Sold as
an accessory, the new housing features a quick release attachment
system that makes it easy to move the camera from mount to mount.
415.738.2480 or www.goprocamera.com
Grangers
Outdoor enthusiasts can now treat their hiking boots
and trail footwear with Granger’s Paste Wax Waterproofer
for water repellency and performance conditioning. The
paste wax is available in a 2.2-ounce tube. MSRP: $6.60.
In addition, one 10-ounce bottle of the company’s new
Base Layer Cleaner will clean about 10 machine loads or
approximately 60 technical base layer items, the company
says. MSRP: $9. Granger’s says it uses active chemicals
that provide SPF protection, water repellency,
cleaning and odor control. 425.303.1410 or
www.axisoutdoor.com
Green Label Organic
Green Label Organic’s 100 percent organic
cotton clothing line of Sustainable Threads
uses contemporary graphic styling and provocative
verbiage to promote living a green lifestyle.
The company uses a patented method of
TAKE IT OUTSIDE!
CTS - Child Transport System.
A Chariot breakthrough concept in
child transportation, all about versatility.
Whether you stroll, jog, bike, hike or
cross-country ski, your CTS carrier can
quickly and easily convert to take your
child along with you, wherever you
want to go.
www.chariotcarriers.com
Stroll, jog, bike, hike and xc-ski, all with just one CTS Chariot.
46 | InsideOutdoor | Summer 2007

THE RIGHT O U T D O O R CONNECTIONS
Products for Outdoor
Water Sports:
• Side Release Buckles
• Cord Locks with plastic
springs
• Double Bar Buckles
• Elastic Cording
• Binding Tape with
Anti-wick coating
American Cord & Webbing Co., Inc.
88 Century Drive, Woonsocket, RI 02895-6161
Ph (401) 762-5500
Fx (401) 762-5514
Web www.ACW1.com

Gear
printing and low-impact garment dyeing using a water-based technology.
The company says the method works at the molecular level of
cotton to resist and enhance dyes, thus creating vibrant image quality
without the use of plastisol inks which can contain harmful PVCs
and phthalates. Green Label Organic apparel is made in the USA.
540.745.6161 or www.greenlabel.com
Gregory
With comfort and fit as guiding principles, Gregory
Packs has overhauled and refined its entire backpacking
line for 2008. The new collection unveils
two reengineered suspension systems for Gregory’s
larger packs, based on concepts pioneered
in its Response Suspension. Both the Response
Custom Fit Suspension (CFS) and Response Auto
Fit Suspension (AFS) are tailored to handle different
weights and different kinds of trips. Response
AFS is designed to meet the comfort and load requirements
for weekend to weeklong trips. It is used in the new Baltoro 70, Triconi
60 and women’s Deva 60. Response CFS is tailored for the comfort
and load requirements for trips five days long to well beyond a week.
It is used in the larger Whitney 95 (pictured), Palisade 80 and women’s
Deva 85. 951.676.5621 or www.gregorypacks.com
Grizzly
Grizzly’s Spring/Summer 2008 line for men
features numerous styles of cotton Madras
plaid shorts with different wash effects and
styles, from cargo to plain front. The inside
pockets and waistband are lined with solid
chambray blue cotton for a nice contrast to
the plaid. On the women’s side, Grizzly has
created some roll-up cargo shorts in earth
tones, as well as a camo print design that
can be worn at three different lengths. The fabric is a ripstop cotton
treated with a heavy enzyme and silicone wash to make it soft but
durable. 310.694.3562 or www.grizzlyusa.com
Horny Toad
Horny Toad’s Ruby halter-neck dress can go just
about anywhere and do just about anything. The dress
features two-toned Lycra trim, color blocking on the
front and back bodice, and crossover detail at the center.
A shelf bra and stash pocket inside the hem are
little secrets. The cut is semi-fitted for a nice balance
of style and comfort. The Ruby is made with Horny
Toad’s four-way stretch jersey, Limbo, a 90/10 organic
cotton-spandex blend. Available color-blocked in cornflower and
French roast, or in solid black and abyss. MSRP: $54. 800.865.8623
or www.hornytoad.com
Hydrapak
The Laguna from Hydrapak offers an Air Chairman
ventilated back design and a 360-degree expansion
zipper that can transform the hydration
pack into a daypack. The pack also features an externally
accessible fleece-lined sunglasses pocket
on top and organizer pocket on the bottom. A
Hypalon strap secures gear and keeps the pack
48 | InsideOutdoor | Summer 2007
stable, while a built-in mesh net can conveniently stow a helmet. The
Laguna comes with a new 3-liter Reversible II reservoir with Plug-n-
Play. MSRP: $80. 510.595.8318 or www.hydrapak.com
Indigenous Designs
Indigenous Designs’ Spring 2008 line features
coordinating casual lifestyle collections
that combine artisan craftsmanship with
modern, contemporary designs. New for
spring, the Uptown, Urban Legends and Fluid
Knits collections bloom with vibrant spring
colors and natural and organic fiber blends.
The spring line also includes the latest from
the Terra Sport collection, Indigenous’ allnatural
activewear. Every item is handmade by artisans in remote
regions of the world, creating coordinating pieces that appeal to
a broad range of consumers, from those with a green consciousness
to those who simply want the latest fashions. 707.571.7811 or
www.indigenousdesigns.com.
Innova-Champion Discs
With the release of the Star Wraith Ultra
Long Range Driver, Innova continues to make
innovative golf discs that help players improve
his or her disc golf performance. The Star Wraith
adds to the extensive line of golf discs and
disc golf accessories that have made Innova
Champion Discs a leader in disc golf since
1983. 909.481.6266 or www.innovadiscs.com
Jetboil
Jetboil’s new Backcountry Gourmet Cooking Set
includes the Personal Cooking System (PCS), the new
FluxRing fry pan, a pot support and stabilizer
kit, and the new Jetset utensil kit. The
compact PCS incorporates Jetboil’s
FluxRing technology, which maximizes
heating efficiency and cuts fuel
consumption in half for faster boiling, even
in windy conditions, the company says. Features
of the PCS include a 1-liter FluxRing cooking
cup with insulating cargo cozy, adjustable burner with push-button igniter,
drink-through lid and a measuring cup that insulates bottom when
not in use. The Jetset utensil kit contains a spoon, fork and spatula. The
spatula is flexible and has one corner shaped to follow the contour of
the fry pan for easy flipping and clean-up. The cooking set weighs 26.3
ounces. MSRP: $149.95. 603.863.7700 or www.jetboil.com
Katie’s Bumpers
Katie’s Bumpers caters to active dogs
and their owners with toys that squeak, fly
and float. The company’s Frequent Flyers
just may fly off the shelf into your customers’
dogs’ mouths. The toys are made with
tough fire hose, strong squeakers and Chaco
webbing for durability and a tugging good time. Shapes, sizes and
colors are made for every dog. Flyers will keep the pooch happy all year
long, whether Fido is on land, in the water or on snow. 866.642.0544
or www.katiesbumpers.com

INTRODUCING THE NEW
OPTIMUS
OF SWEDEN
“If this stove got any smaller, we’d lose it. This
hinged unit folds so flat it nests inside the
concave bottom of a fuel canister.”
- Backpacker Magazine
“This cooker’s MOMA-worth design rules the
canister stove kitchen.”
- Outside Magazine
“This little fireball comes in at just 3.1 ounces.
It’s astounding how much cooking you can do
with such a diminutive device.”
- National Geographic Adventure
The Optimus Crux
Was $70, NOW $50!
WHY CHOOSE OPTIMUS?
Optimus stoves have clear benefits over other brands:
• Highest quality available - built for life
• The most compact size - small footprint and foldable burner head
• Unique self-cleaning feature - no need to stop cooking or disassemble
• One burner jet for all fuels - no need to change jets for different fuels
• Unrivaled dependability - proven in the most extreme environments
• Highest owner satisfaction - best reviews from current owners
See the Full Optimus Line at:
www.optimus.se
Outdoor Retailer Booth #34079
Distributed in U.S. by:
1.800.755.6701
Email: cs@katadyn.com

Kayland
Kayland has expanded its hiking
category for 2008 with
seven new models, as
well as upgrades to
three existing models.
The company’s new
Active Sole features a durable, high-traction
rubber outsole, a molded EVA midsole, and
molded TPU stabilizers in the arch and heel.
The combination ensures grip, stability and
cushioning on and off the trail. New models
include the Convert, Convert W, Stilus, Premium
(women’s), Lenis, Stilus Low eVent,
and Stilus Low. The Arya eVent, Arya, and
Arya W models sport new colors and have
been upgraded with the Active Sole. MSRP:
$100-$190. The company also will introduce
a line of trail runners. MSRP: $90-$115.
603.997.2339 or www.kayland.com
Keen
Keen’s Hybrid Sox are engineered specifically
for left and right feet to eliminate
fabric bunching. Made from natural Australian
merino wool for softness and comfort,
the socks also feature arch support and
cushioning. The reinforced double welt top
keeps socks in place, while the seamless,
anatomical flex-fit contours to feet for extra
comfort. Hybrid Sox are available in Offroad
and Urbaneering styles for men and women.
MSRP: $15.95-$16.95. 503.402.1520 or
www.keenfootwear.com
Kelty
Easy to use and
comfortable for both
parents and kids, the
Frame Carrier 3.0 offers
a fully padded
frame, breathable
back panel and a sun/
rain hood to keep
kids riding in style.
In addition, the
padded waistbelt,
shoulder straps
and back panel keep
parents comfortable for the long haul. The
FC 3.0’s five-point, adjustable harness offers
security for passengers, while an automatically
deployed kickstand makes loading and
unloading the little ones simple and safe. The
unit also features a fully adjustable seating
compartment that expands to accommodate
a growing child, and an adjustable torso length
accommodates parents of all sizes. Additional
highlights include a zip off back, pack-style
diaper bag, as well as a changing pad. The FC
3.0 weighs 7 pounds, 14 ounces and can accommodate
children up to 50 pounds. MSRP:
$200. 800.423.2320 or www.kelty.com
Kialoa Paddles
Kialoa’s new quiver of carbon fiber
Stand-Up Surf paddles are designed
for fun on the water. The company
says it developed the new Shaka Pu’u
(MSRP: $334) at the urging of surfing
legend Mel Pu’u and a portion of sales
will go to the junior lifeguard program
at Makaha. The paddle offers Kialoa’s
lightest and smallest blade, and enables
cranking up the rpms to catch a
wave. Also of note, the Kole (MSRP:
$329, pictured) is intended for
flatwater core workouts, distance
paddling or racing, and the Nalu
(MSRP: $329) is for those who want
maximum power. In addition, the company’s
new adjustable Stand-Up Surf paddle bag
will protect your customers’ sticks (MSRP:
$69). 541.923.5355 or www.kialoa.com
La Sportiva
La Sportiva’s Mountain Running collection
blends running-specific features
with a heavy dose of
the company’s 80-year
mountaineering
and climbing
heritage. Four
new styles are
on tap for Spring 2008.
The Skylite builds on La Sportiva’s lightweight
Fireblade and Raceblade designs,
offering protection from the rigors faced by
off-road runners. The Skylite weighs in at 8.5
ounces with features that include a simple
mesh upper with an integral external scree
guard and a sticky FriXion AT rubber Impact
Brake System 2 Lite outsole. MSRP: $90.
303.443.8710 or www.lasportiva.com
Lansky Sharpeners
Cutlery and knife care products
are a necessity for many campers
and hikers. Lansky’s Controlled Angle
Sharpener System is an easy and safe
way to put a professional edge on any
blade before heading outdoors. In addition,
Lansky’s Retractable Diamond
Sharpener, with knurled brass handle, fits
in a pocket or backpack and can restore a
blade’s edge in the field. 716.877.7511 or
www.lansky.com
50 | InsideOutdoor | Summer 2007

©2007 Yaktrax®,LLC

Gear
Lowa Boots
Lowa introduces its new Outdoor
Trail/Adventure Travel footwear
built around the company’s
proprietary polyurethane Mono-
Wrap midsole/outsole technology
system. Inspired by trail running, the shoes are designed to support
a variety of outdoor fitness activities, including walking, hiking and
mountain biking. The PU midsole not only supports the under side of
the foot from the repetitive shock of outdoor activities, it also wraps
upward and provides three-dimensional side support that holds the
foot around its perimeter. A new rubber outsole is embedded into the
PU midsole, designed to decrease the need for additional lining materials
and weight while retaining overall support for fitness impact
activities. Pictured is the new split-leather and mesh AL-T XCR Lo.
MSRP: $150. 888.335.5692 or www.lowaboots.com
Lowe Alpine
Lowe Alpine freshens up its line of day hiking packs
with the advent of AIRZONE and CROSSvent categories.
Ranging from 25 liters to 45 liters, each pack in
the collection offers a channeled back construction,
minimizing contact and increasing breathability. Side
entry allows for easy access to gear, while Lowe’s
patented Centro Fit system enables a precise fit.
603.448.8827 or www.lowealpine-usa.com
McNett Corp.
The Aquamira Sport Bottle Microbiological Filter
from McNett is designed for use on today’s “flip and
sip” straw water bottles, such as those from Camel-
Bak. McNett says the activated carbon labyrinth depth
filter effectively removes pathogens 2 microns or larger,
including 99.9 percent of giardia, cryptosporidium
and large bacteria. In addition, the filter reduces many
waterborne chemicals, including lead and chlorine,
the company says. The filter also includes MiraGuard
antimicrobial technology and eliminates the chlorine
taste from water. 360-671-2227 or www.mcnett.com
Merrell
Merrell’s Axis collection brings a street aesthetic
to the trail with a stylish multisport shoe
offering performance capabilities. A
Merrell “M” logo is positioned
to cradle the foot, providing
support at the arch, and a Merrell
Axis Sole with sticky rubber
grips the ground. Styles include the
Motive, a mid-height nubuck/suede or synthetic leather boot, and the
Fulcrum (pictured), a low profile multisport shoe with injection molded
TPU lateral and medial stability posts for support. 616.866.5500 or
www.merrell.com
52 | InsideOutdoor | Summer 2007

THE SHARK SOLUTION:
AN EXTREMELY TOUGH
EXTERIOR OF SCALES
PROTECTS THE BODY.
THE GORE-TEX ®
SOLUTION:
GORE-TEX ®
PRO SHELLS
FOR DURABLE PROTECTION
UNDER THE TOUGHEST
CONDITIONS.
PRODUCTS
The shark — the sea’s mighty
hunter. It stalks its prey in the
icy waters of the polar regions
as well as the tropical seas.
Wherever the shark’s giving
chase, it’s protected from harm
by a solution unequaled in the
animal kingdom: an incredibly
sturdy skin covered with
thousands of miniscule, special
scales called denticles. Together,
they provide this lightning-fast
hunter with an exceptionally
tear-proof coat of mail that’s
capable of withstanding loads
up to 56,893 lb/in 2 .
Compared to the shark, we
humans are pretty thin skinned.
Physical strain and extreme
conditions do more than cause
discomfort and curb our quest
for adventure. They can actually
do us bodily harm — quickly.
Good thing we’ve have a sharp
intellect, which has helped us hit
on a solution that thumbs its
nose at extreme conditions like
no other: GORE-TEX ® Pro Shells.
A highly resistant, durable fabric
which shields our body on any
occasion — even during the
roughest outdoor conditions or
physical exertion. It’s just the
protection we need for seeking
after new adventures.
To find out more about the
GORE-TEX ® Solutions, visit
gore-tex.com
EXPERIENCE MORE...
© 2007 W. L. Gore & Associates, Inc. GORE-TEX®, GORE®, and designs
are trademarks of W. L. Gore & Associates 1-800-431-GORE

• Sized for saddlebags
• Packs to 3 inches wide
• Cook anywhere charcoal grill pan
10” x 12” grilling surface
& our unique one-inch raised
edge keeps food on the grill!
See The Rebel, our full line of
campfire grills and NEW accessories.
Outdoor Retailer Summer Market
Booth #72024
248-627-1172
www.campfiregrill.com
Metolius
The Master Cam is a flexible,
single-stem unit with an ultra narrow
head width for hard aid or free
climbing. The cam features precision
Computer Numeric Controller
(CNC) technology with cam stops,
Metolius’ Range Finder and a comfy
molded thumb piece. The Master
Cam will be offered in sizes #00 - #06.
MSRP: $54.95 - $59.95. 541.382.7585
or www.metoliusclimbing.com
Mion
For Spring 2008, Mion addresses the
needs of rafters and watersports enthusiasts
alike. Developed in conjunction with
the U.S. National Whitewater
Center, the Floodgate
Sandal
uses a patent-pending,
360-degree,
one-time adjustable
webbing upper made from 50 percent
recycled PET with a quick release buckle. It
also offers a protective toe, sand and water
drainage ports, and its Round 2 Rubber outsole
contains 15 percent recycled rubber. A
new footbed made from Round 2 EVA (R2E)
contains 20 percent recycled EVA and molds
to the foot after about 12 hours of wear, the
company says. The Floodgate Sandal will be
available in three styles for men and two
for women. MSRP: $100. 866.784.6466 or
www.mionfootwear.com
Mountainsmith
Mountainsmith is set to
introduce 35 styles of packs
bags, and luggage constructed
of recycled PET, a
fabric woven from
threads produced
from 100 percent
recycled plastic beverage
bottles. With the 35
models, Mountainsmith projects it will save
more than 4 million bottles from landfills.
Included in the recycled lineup are 19 backpacks
and daypacks, four travel trunks, seven
lumbar packs, four camera bags, and the
new 4211ci Phoenix alpine pack for oversized
loads and ambitious adventure. MSRP: $289.
800.426.4075 or www.mountainsmith.com
Native
Eyewear
Native Eyewear
has released
three new styles this
season. The Ignition (pictured, MSRP: $100)
combines the styling from Native’s Ripp RS
model with the snap-back interchange lens
system from the Silencer. Similarly, the Attack
(MSRP: $125) has evolved from Native’s
Low Ryder model but also offers lens interchange.
The Attack is packaged with a
polarized lens, clear lens and Native’s new
Sportflex lens for low light conditions. The
third style is the Throttle (MSRP: $100), a
full-frame interchangeable sunglass. All Native
styles are vented, weigh less than one
ounce, feature Cushinol self-adjusting nose
pads, and are backed by a lifetime warranty.
888.776.2848 or www.nativeyewear.com
New Tribe
New Tribe’s Saddle (MSRP: $138 and
up), is a comfortable climbing harness
made specifically for technical tree climbing.
Comfort and light weight are keys to
success. And, while customers are among
the leaves, they can kick back in the Treeboat
Hammock (MSRP: $293). The hammock is a
portable and sturdy outdoor bed that’s stable
and warm so users can enjoy homelike
comfort when lounging in the backyard or
camping high in the forest canopy. Treeboat
camping can be a year-round pleasure with
optional accessories: Treeboat Tent (MSRP:
$169), Rainfly (MSRP: $141), Mosquito Net
(MSRP: $98) and Cozy (MSRP: $127), a layer
of insulation that traps heat. 541.476.9492
or www.newtribe.com
Nikwax
Nikwax introduces Sandal
Wash, a fresh answer to stinky
summer sandals. This spongeon
cleaner deodorizes and
sanitizes leather, fabric and
synthetic sandals. Sandal Wash
eliminates bad odors and extends
the life of the sandal by
removing damaging bacteria
that rots the materials and can
cause foul odor. The company
says the product is ideal for
Mion, Keen and Crocs footwear. It comes
in a 4.2-ounce dispenser. MSRP: $6.75.
800.563.3057 or www.nikwax.com
54 | InsideOutdoor | Summer 2007

Gear
Nomadic Traders
Carefree weekend getaways are the inspiration
for Nomadic Traders’ Spring 2008
Collection. Where lifestyle and travel converge,
Nomadic Traders’ Printed Chiffon
Washable Silks are ready to go when your
customers are. Look for the embroidered
cotton Broomstick skirt and blouse, with
coordinating tank shells in fuchsia, soft teal
and black (with neutral embroidery), and
white (with soft multi-embroidery). Also
of interest are the stretch cotton Novelty
jackets with Soutash design and fashionforward
contemporary fit. 800.397.5875 or
www.nomadictraders.com
Numa Tactical
Numa Tactical weds reinforced,
memory-fiber frames with distortion-free
German optics in its new
SWAT eyewear. The product is
so flexible you can tie them in a knot, the
company says. Already standard equipment for
Swiss police SWAT teams, Numa says its SWAT
eyewear has been field tested by extreme sports enthusiasts, mountain
bikers and anglers for three years and proven nearly impossible to
break. MSRP: $130 - $220. 646.648.0099 or www.numatactical.com
nuun
nuun is going bigger in 2008. The bigger
nuun is formatted for easy use in hydration
packs and quart- or liter-sized water
bottles, fizzing rapidly to create
32 ounces of sugar-free electrolyte
drink that rinses cleanly and
helps prevent the growth of bacteria.
Light tasting lemon+lime bigger nuun comes in a compact
tube of 12 tablets that makes three gallons of
drink for replenishment and hydration. 206.219.9237
or www.nuun.com
Old Town Canoe
Old Town is releasing two new recreational
kayaks, the Cayuga 110 and Cayuga 130. New for
2008, these boats complete a line of recreational
and day touring watercraft that also includes
the redesigned Cayuga 146 and original Cayuga
160. The two new kayaks are intended primarily
for day use. Both have comfort-centric design
features specific to the Cayuga line, including
primary and secondary stability; spacious, easily
accessible hatches; Extrasport XtraComfort
seats; paddle keepers; adjustable foot pegs and
padded thigh braces for comfort and control. The
Cayuga 110 (10 feet, 11 inches long) weighs in at 46
pounds, while the Cayuga 130 (13 feet long) weighs
52.5 pounds. MSRP: $799 and $899. 207.827.5514 or
www.oldtowncanoe.com
OllyDog
Designed for long walks and travels
about-town, the OllyDog Hiker
offers a large main pouch and
double water bottle
holder, allowing users
to carry necessary
gear for both
dog and owner. The Hiker has a gusseted mesh pocket on the front
that can hold a wet ball, stow a leash, or store a used pick-up bag
to pack out. The side pocket has a port opening design to dispense
those important “blue” bags for waist pick-up. Other features include
a dual slider zipper on the main pocket for easy access and cleaning, a
comfortable wicking mesh waist belt, reflective piping and two water
bottles included. 800.655.9364 or www.ollydog.com
Orikaso
Orikaso’s folding dishware, inspired by the Japanese paperfolding
art of origami, will be available in a new Family Four Pack
for Spring 2008. The pack contains four plates, mugs and bowls
for convenient, lightweight dining. Mugs can hold up to 13 ounces
and feature measurement markers embossed on the side for
measurement of liquids and dehydrated foods. Plates are roughly
8 inches in diameter and weigh only 1.4 ounces. Bowls hold up
to 22 ounces of material and weigh just 1.5 ounces. Orikaso
products are made from recyclable, food grade polypropylene.
All of the cuttings are used in packaging color label and then
recycled back into production. MSRP: $55. 800.335.0260 or
www.axisoutdoor.com
Osprey
Osprey’s new generation of ReCurve packs are here. The Argon
and Xenon Series offers a blend of the company’s AirScape
backpanel and frame-sheet with their bowed and tensioned Re-
Curve rods for carry comfort and back panel breathability. The
series continues Osprey’s commitment to designing women’s
packs that fit the proportions of a woman’s body. The Argon and
Xenon series features an updated BioForm CM A/X custom molding
hipbelt and adjustable harness. Packs are available in five
torso sizes and six gender-specific harness and hipbelt combos.
MSRP: $339 - $369. 970-564-5900 or www.ospreypacks.com
Pacific Cornetta
Liquid Solution insulated beverageware
from Pacific Cornetta debuts a new color-coating
process for its Bullet18 model. The coated
Bullet18 still offers heat retention but now features
an attention-getting “anodized” look to
the exterior. The new Bullets are available in
pomegranate red and sage green. The Bullet18
is an 18-ounce “Marine-Grade” stainless steel
vacuum bottle in a sleek, compact design with
“touch n’ pour” stopper technology. Users click
once to pour and once to close, for one-handed
convenience. MSRP: $27.99. 800.753.5647 or
www.pacific-cornetta.com
56 | InsideOutdoor | Summer 2007

www.zooom.at
TOP OF YOUR WORLD
Julia takes a break at 2680m on the Moser Mandl Peak
in Austria to enjoy the afternoon sun warming her face
Altimeter, Barometer and Compass – The new
Suunto Lumi is your Outdoor ABC companion
and a girl‘s best friend for everyday adventures.
www.suunto.com

Patagonia
With a commitment to inspire
consumers to
live simply,
Patagonia
Footwear
introduces
clean, natural
lines that offer performance and style for
Spring 2008. The line offers new technical
styles, minimalist designs and product created
for care-free travel. Whether walking on
trails, cycling to work or strolling to the café,
the Bagley and Quintin sport non-marking,
non-slip recycled rubber outsoles for traction,
and a two-toned, pigskin sneaker style
that won’t stain, the company says. Hemp
styles for women include the Nuka, a minimalist
espadrille, or the lace-up Wilkins (pictured),
boasting a feminine, earthy pattern.
805.643.8616 or www.patagonia.com
Polar Bottle
Polar Bottle’s new
20-ounce insulated
bottle shares
the same patented
double-walled
construction and reflective
foil layer as the 24-ounce
version. Designed to keep
beverages cool, the bottles
now include a removable
carrying strap for carrying
convenience. Both bottle
sizes are available in red,
white and blue. The 20-
ounce Polar Bottle debuts
three new colors: green, purple
and yellow. In addition, the original 24-ounce
bottle is now available in gold, lime and pink.
MSRP: $8.95 and $9.95. 800.440.0358 or
www.polarbottle.com
Princeton Tec
The Fuel sheds 16 lumens of light for night
hikes and features four output settings (high,
medium, low and fast flash) to meet varying
conditions. Weighing just 77 grams, users
will barely
notice the
Fuel in their
backpacks.
The headlamp
uses a triangular,
3-AAA battery layout allowing for a
smaller front profile. In addition, the design
features an easy-access battery door and
creates a tougher, more secure housing, the
company says. The Fuel also has an asymmetrical
single arm bracket. MSRP: $24.99.
609.298.9331 or www.princetontec.com
Ruff Wear
Ruff Wear’s Stow’n Go Clip is a clip version
of the original Stow’n Go Leash. It is an
ultralight lead, weighing less than 2.5 ounces
and clips easily to any dog collar. It features
a traffic handle for secure control and includes
a pick-up bag dispenser for cleaning
up messes. A storage case conveniently
stows the leash between tethered adventures.
It is available in black ice and sunset
orange. MSRP: $24.95. 888.783.3932 or
www.ruffwear.com
Samsonite
Samsonite’s Out-
Lab line consists of
five new collections
of outdoor luggage.
OutLab combines
the company’s heritage,
travel expertise
and technical
know-how with
modern design
and contemporary
style. The
SuperFabric Duffle Sloth uses SuperFabric
materials to resist cuts and abrasions, yet retain
the intrinsic properties of fabric. Tiny, hard
guard plates adhered to a base fabric provide
the fabric’s strength, which Samsonite says
can withstand more than three times the
force from a steel razor blade compared to
nylon. Users can peel the mesh wrap back
to reveal padded shoulder straps. In addition,
the duffel’s 420-denier double-sided TPU
coated nylon fabric makes it waterproof on
both sides, the company says. Welded seams
and hardware and waterproof zippers are additional
highlights. www.samsonite.com
SCARPA
Building on the success
of its Mustang GTX
platform, SCARPA North
America will introduce
three new hiking
boots for Spring
2008: the Nangpa-
La GTX, the Kailash
GTX (pictured) and
the Barun GTX. The Nangpa-La GTX and the
Kailash GTX are lighter and less rigid than the
Mustang GTX, while the Barun GTX is a bit
more rugged. The Kailash is intended for day
hikers and backpackers who want an easy-tobreak-in
boot with a bit more oomph in the
midsole. The boot also employs a redesigned,
cushy SCARPA-Vibram Hi-Trail Lite sole and
bi-directional ankle flex design for support
and flexibility. MSRP: $169. 303.998.2898 or
www.scarpa.com.
58 | InsideOutdoor | Summer 2007

2008 SHOT SHOW • FEBRUARY 2-5, 2008 • LAS VEGAS CONVENTION CENTER • LAS VEGAS, NV
30 YEARS OF MAKING THE GREAT
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of your life. Set your sights on the best, most unique,
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with Show specials, discounts and buying
opportunities from hundreds of unique product
segments. It’s the biggest and best industry gathering,
and it’s all at this year’s SHOT Show in Las Vegas –
you should be too!
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Produced and Managed by:

Gear
Sherpani
For 2008, Sherpani introduces a natural
compilation of bags and packs. The products
are made from all natural cotton and
suede trims, use non-toxic dyes in production
and will come with hangtags
made from recycled paper. Products
include the Blossom tote, Clover
shoulder satchel, Holly messenger bag,
Iris backpack (pictured), Ivy handbag
and Laurel shoulder bag. Available colors
include pebble, tarragon, canyon,
lavender and merlot. 720.214.2194 or
www.sherpanipacks.com
Sierra Designs
For 2008, Sierra Designs has expanded
its sleeping bag category by bringing back
its Flex bags as well as using sustainable
and recyclable materials within its bags. The
Flex sleeping bags are designed to provide
users the flexibility of movement during sleep
without compromising warmth. The new Flex
series includes the same stretch technology as
before, but comes with a new lightweight fabric
to provide greater thermal efficiency. The company’s
Green Effect Program now includes the Verde
20º, Déjà vu 20º, Nahche 0º and Winema 0º. The
bags use 90 percent green materials and innovations,
including Climashield Green, PrimaLoft Recycled,
Cocona lining material and EcoSensor recycled
shell material. Pictured is the men’s Lazer, which uses
PrimaLoft Recycled insulation. 303.262.3050 or www.
sierradesigns.com
Sierra Summits
Sierra Summits offers
healing and moisturizing
balm for dogs. Pads can become
rough and cracked from long hikes, hunting,
days on the beach in the hot sand or salty
chemical treated sidewalks, and on the streets in the
winter. Customers can sooth and protect pet paws with this
all-natural organic balm. Trailhealer contains tea tree oil for healing
and to deter licking. Other natural ingredients include organic hemp
seed for healing skin lesions and to fight inflammation, moisturizing
jojoba oil, and shea nut butter, a therapeutic emollient that helps heal
cracked, aged and damaged skin. Trailhealer is available in a mini 0.5-
ounce travel tin, an 18-gram stick or 4-ounce tin. 775.303.8539 or
www.sierrasummitssunblock.com
Simply Brilliant
The ShockStrap combines a double loop
of tough shock-cord encased in sun-protective
nylon webbing with a strong nylon strap. The
versatile tie-down adjusts from 24 inches to 60
inches and has a marine-grade anodized 600#
test carabiner on each end. To secure loads, just
wrap the stretch end of the ShockStrap around
60 | InsideOutdoor | Summer 2007
any rack, throw it over your load and clip the other end back around
itself. The product’s StrapWrap system enables users to quickly gather
the loose end of the strap under a cord lock system that keeps it from
flapping in the wind. ShockStraps are available in four colors (blue, red,
silver and black) and are sold separately (MSRP: $16.95) or in two-packs
(MSRP: $32.95). 888.557.6464 or www.shockles.com
SOG
SOG’s PowerAssist multitool houses not one,
but two assisted opening blades. When users start
to open the main blades (available when the tool is
closed), the S.A.T. (SOG Assisted Technology) takes
over to complete the opening. When not in use,
blades lock closed using SOG’s patent-pending
side release. Flip open the tool to gain access to
heavy-duty pliers and large wire cutters. Smooth
handle surfaces promote comfort while in use.
While open, five other components are available
to be individually locked open with the
new patent-pending Piano-Locks function.
PowerAssist also includes new gear covers,
hex bolt construction, V-Cutter, and built-in crimpers. The unit is
made from stainless steel and weighs 9.3 ounces. MSRP: $115-$122.
425.771.6230 or www.sogknives.com
SolLight
The patented LightCap combines a
polycarbonate water bottle and a sealed,
solar-powered LED light in the cap. The
LightCap can be used as a tent lantern
or even a flashlight by holding onto the
middle and aiming the bottom out. Simply
set it in the sun (or hang it from your
pack when hiking) to allow it to charge.
The product features a switch for both
a red bulb (preserves night vision) and
white bulb (bright enough for reading). The LightCap provides up to
six hours of illumination, with the bulbs guaranteed for 20,000 hours
and the charging system for 500 cycles. The cap includes a totally
sealed solar panel and rechargeable light circuit and weighs only a
few ounces more than a regular cap, according to SolLight. MSRP:
$24.95. 888.557.6464 or www.sollight.com
Spenco
Spenco Medical Corp.’s For Her Total
Support insole is a technical replacement
footbed featuring Q Factor Technology,
which provides targeted support
and guides a woman’s foot into a more
centralized position. The insole provides
firm support and foot stabilization with
a cuboid lock that helps keep the fifth
metatarsal head in line. It also features a
gel heel strike cushion that absorbs shock
and returns energy for improved comfort
and cushioning. In addition, a metatarsal pad
helps relieve pain and offload pressure on the ball of foot, while a low
friction top cloth with Ultra-Fresh Silpure helps prevent blisters and
control odor. 800.877.3626 or www.spenco.com

Gear
Suunto
Suunto has a new ABC (altimeter, barometer
and compass) wrist-top on tap that
builds on the success of previous Suunto
outdoor models. The Suunto Core combines
advanced ABC functions with new benefits
like a depth meter, sunrise and sunset
times, a renewed user interface, and a
menu in four languages. Offered in a selection
of styles, from urban to outdoors, the
Suunto Core meets the needs of the hardcore
outdoor enthusiast. 800.543.9124 or
www.suunto.com
Teko
The new EcoMerino Ultralight
Micros and Ecopoly
Lows socks from Teko are
available in both men’s
and women’s styles
with a colorful
twist. The EcoMerino
Ultralight Micros
are streamlined for performance, with no terry cushioning,
while the Ecopoly Lows are lightly cushioned on the bottom of
the foot. Both styles are intended for the most demanding runner,
cyclist or hiker. Socks will be available early next year in colors such
as wasabi, lymon, storm and navy. All Teko socks feature a high
needle count for durability, a Flat Lin Toe for a virtually seamless
toe seam and a Y-gore heel for articulated fit. Teko socks are made
in the USA, completely powered by American Wind. 800.450.5784
or www.tekosocks.com
The North Face
TNF’s Spring 2008 footwear collection
contains 93 percent
new styles, lasts
and technology and
spans trail running to
lifestyle. The Rucky
Chucky features abrasion-resistant
bomber synthetic nubuck; a highly breathable, protective
sandwich-mesh upper, and X-Frame medial/lateral TPU welding
reinforcements for support. Northotic ergonomically designed footbed
with Poron forefoot and heel inserts provide comfort and stability,
while the lightweight, dual-density compression molded EVA
midsole with X-2 provides high-impact cushioning and long-lasting
support. The Rucky Chucky is semi-straight lasted, which provides
mechanical assistance to the midsole and support for overpronators.
The shoe’s TPU forefoot Snake Plate with medial/lateral outriggers
provides torsional support, while providing protection from stone
bruising. MSRP: $110. 510.347.2546 or www.thenorthface.com
Visit Freestyle at Outdoor Retailer Summer Market Booth #36151
62 | InsideOutdoor | Summer 2007

Gear
TrailFlex
The TrailFlex Modular Pack
System is a way for outdoor enthusiasts
to customize how they
carry gear for specific pursuits
or by personal preferences.
Available in light, durable
fabrics, the TrailFlex System
provides a torso-hugging foundation
on which enthusiasts
can attach a wide variety of gear,
from binocular cases to cell phone pouches. The company’s patent-pending
Advanced Modular Technology makes it easy to attach
and reconfigure more than 20 custom-tailored gear pouches
to the TrailFlex Base Harness. The system may be
purchased with select groupings of specialized
components for flexibility in
pursuing favorite outdoor activities.
800.765.8688 or www.trailflex.com
Vargo Outdoors
New from Vargo Outdoors,
the titanium Decagon stove
weighs just 1.2 ounces and is nearly
indestructible, the company says.
The bottom stability plate keeps the stove upright while the
user’s pot sits directly on top of the stove, thereby eliminating
the need for a separate pot support. Vargo Outdoors says
there are no moving parts and virtually nothing to break on
this maintenance-free, reliable alcohol stove. 877.932.8546 or
www.vargooutdoors.com
Vasque
Vasque’s Velocity VST is a lighter,
lower profile version of the original Velocity
shoe, with patent-pending
Vasque Spine Technology
(VST) and SEBS cushioning
gel to provide
a stable yet comfortable
release during
each heel strike. The
VST system works
off of shock attenuation
technology. The TPU top plate with integrated SEBS gel work together,
creating a controlled and centered heel strike release. The shape
of the TPU plate follows the natural lateral heel strike for an anatomically
ideal ride. The shoe also features a Vasque Mako II outsole for
loose and unpredictable trail conditions. MSRP: $100. 800.842.1301
or www.vasque.com
New
Ultralite
gear+colors
booth
7050
Fundamental Tools for Earth Travelers
Quality outdoor gear l Custom design and manufacturing l Williamsport, PA
www.equinoxltd.com l Phone: 800-326-9241 l Email: sales@equinoxltd.com
64 | InsideOutdoor | Summer 2007

Our full-service Marketing and PR firm will lead your company and
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Vibram
Vibram continues to
evolve its barefooting
concept with two key
additions to the 2008
FiveFingers lineup. The
new K.S.O. model (pictured)
features an allnew
design with a thin,
abrasion-resist ant,
breathable stretch
mesh that wraps the
entire forefoot to
keep it free of debris.
A hook and loop closure
helps secure the
foot. In addition, the
new Flow model is a mid-height
design, featuring a 2-millimeter Neoprene
lining and EVA footbed for thermal insulation
and protection in cooler temperatures. The
Flow also features Vibram’s new GM5O performance
rubber for added slip resistance.
978.318.0000 or www.vibram.com
Westcomb
For Spring 2008,
Westcomb is fusing
three performance
layers
into one fabric to
create a collection
of jackets
that are highly
breathable, water
resistant and offer
microclimate control.
Employing a loose cut that facilitates
layering, the Skeena Hoody uses an eVent
softshell and membrane to lock out wind and
moisture without impeding breathability. S2
double-weave panels are strategically placed
where added stretch is needed for mobility.
In addition, T-shirt weight merino wool is
placed on the inside to help manage the microclimate,
wick moisture and add warmth.
Other features include a helmet compatible
hood, forearm stash pocket, large hand
pockets, adjustable waist and windguard
zipper. Available in men’s and women’s cuts.
604.420.8964 or www.westcomb.com
White Sierra
White Sierra is unveiling
its Happy Planet
Earth-Friendly
fabric series
of 11 styles
for men and
women in both
tops and shorts. The
men’s Plaid Palmer
(pictured) is made from recycled poly and
polyester. This shirt offers UPF 30 sun protection
and also wicks moisture. One shirt
made from this Soda Bottle Weave fabric
keeps the equivalent of five soda bottles
out of landfills, says White Sierra. Also look
for the Bam Bam Weave bamboo blend and
Zahara linen cotton pieces. 408.980.6688 or
www.whitesierra.com
WL Gore &
Associates
Gore-Tex Pro
Shell with Gore
Micro Grid Backer
technology
was engineered
for the most
demanding outdoor
professionals
and serious
enthusiasts seeking
lightweight protection
without sacrificing
technical performance
or durability. Arc’teryx is using the technology
in its Alpha LT Jacket aimed at the fast
and light alpine climbing crowd. The Gore-
Tex Pro Shell serves up full-weather protection,
while the jacket remains light weight
and supple. It features an improved Speed
Hood, and the harness HemLock keeps the
jacket hem from rising above a climbing
harness. It weighs just 13 ounces. MSRP:
$499. 410.506.2647 or www.gore-tex.com
X-Socks
Designed and
produced in Italy,
the X-Socks brand
is coming to the
U.S. through distribution
by Lowa Boots.
The socks cross
over many market
boundaries, including
outdoor,
hunting, biking
and running. Supported
by numerous patents,
X-Socks boasts high standards for moisture
management, climate control, padding, buffer
zones and anatomically shaped right/left footbeds.
Several models feature compression
for added circulation and support. The new
lineup includes specific models tailored to a
woman’s foot shape, including the Trekking
Light Women for warm-weather hiking and
backpacking. The forefoot is broader, mid-foot
is narrower and higher, and heel bone is smaller
than on the men’s socks. 888.335.5692 or
www.x-socks.com
66 | InsideOutdoor | Summer 2007

Areas of
Concentration:
CORPORATE LAW
Formation –
Growth – Exit
Corporate
Governance
Corporate
Transactions and
Deal Structuring
Contract Review
and Negotiation
GENERAL
COUNSEL
Mergers &
Acquisition
Risk Mitigation
Financing and
Capital Sourcing
Employee/
Representative
Relationship
OUTDOOR
INDUSTRY
Vendor -
Customer
Relationship
Regulatory Market
Research
Dispute
Resolution
BUSINESS
STRATEGY &
PLANNING
Go To Market
Strategies
Business
Planning and
Implementation
Channel Strategies
Price/Value
Determination
Your Success.
Based Upon Our Experience.
The Law Office of Philip Josephson provides strategic legal and
business counsel to entrepreneurial and emerging growth
companies in the Outdoor industry. Through experience and
a holistic approach to transaction structure and problem
solving, the Law Office of Philip Josephson uniquely adds
value to its clients at the increasingly crowded and confusing
intersection of law, strategy, finance, regulatory and operations.
LAW OFFICE OF PHILIP JOSEPHSON
2000 South Dixie Hwy, Suite 104
Miami, FL 33133
305.854.5993
Contact Philip Josephson at
pjosephson@josephson-law.com

TRIBAL FISHING COMES TO AMERICA
68 | InsideOutdoor | Summer 2007
Reserve your space in
INSIDE OUTDOOR’s
2008 Outdoor Specialty
Supplier Source Book
COMING THIS FALL
For advertising information
Call 480.503.0770
berge@bekapublishing.com
www.insideoutdoor.com
XPO Eyewear
XPO’s Gallant
features Coppermax
lens tint designed for
driving and outdoor activities
like cycling, fishing, motorcycling, hunting,
shooting and golf. The frames are injectionmolded
exclusively from TR-90, an advanced
nylon-based material formulated for strength,
flexibility and memory retention. Lightweight
and extremely durable, TR-90 withstands harsh
elements without breaking down or losing its
finish. The frames also have rubber nose pads
and temple tips for additional comfort. XPO’s
polycarbonate polarized lenses are lightweight
and impact resistant. They are treated with
scratch-resistance hard coating with additional
silver flash mirror on the front side of the lens
to enhance filtration. A multilayer anti-reflection
lens treatment on the backside of the lens enhances
contrast. MSRP: $89.95. 888.333.8667
or www.coppermax.com
Yakima
Ease of use was the guiding principle behind
Yakima’s new boat and bike products for
Spring 2008. The ShowBoat is designed to
assist in loading boats (sea kayaks, canoes,
recreational kayaks) on top of a vehicle via
a slide-out roller system, offers added protection
with a padded roller system and is
lockable with a passive security system. The
roller system is built to accommodate canoes
and is aimed at aging or small boaters who
need assistance loading. The ShowBoat can
be used with existing boat mounts and works
on round, square, and factory crossbars. It
also is versatile enough to be used for securing
other hauls, such as lumber. MSRP: $150.
888.925.4621 or www.yakima.com
Zeal Optics
The unisex
Tensai (pictured) from Zeal
Optics offers ZB-13 polarized
lenses and fits outdoor enthusiasts with small
or medium faces. It is available in black matte,
brown stripe matte, titanium white/brown
wood stripe and matte gray. MSRP: $130.
Also available is the Dignity, an oversized performance
shape for women, also fitted with
ZB-13 polarized lenses. The dignity is available
in lacquer black, shiny white, and chocolate/
brown wood stripe. MSRP: $99.99. Also keep
an eye out for Zeal’s Spherical PPX Goggles,
offering the company’s latest polarized and
photochromatic lenses. The spherical lens offers
full vision, and the no-fog treatment won’t
rub off or smear while cleaning, according to
the company. The goggles are constructed
from Technothane lightweight, pliable and
strong frames. MSRP: $200. 435.259.6970 or
www.zealoptics.com

Now You See It...
Now You Don’t.
Our national parks and wilderness areas are shrouded in air
pollution from coal-fired power plants and other dirty smokestacks.
The U.S. Environmental Protection Agency (EPA) is supposed to
issue safeguards this year to restore clean air to our national parks.
But polluters are lobbying to weaken those rules.
Join us in the fight to make clean air in the national
parks a reality.
www.cleartheair.org

Back Office
Life Cycle Assessment Meets Web 2.0
by Greg Norris
IT IS HARD TO BE AWAKE THESE DAYS and not feel the
change. People, lots more people, are taking a whole new
look at their relationship with the planet. There are explosive
new levels of concern about climate change and a rising
sense that all of us need to play a role in addressing it. Mainstream
Americans are starting to think and ask and care about
our own “climate footprint,” about our impacts. We are taking
it personally.
Of course, when consumers and employees take our footprint
impacts seriously, our employers and would-be vendors find
they must do the same. This too is happening. These changes are
accelerating, and it appears possible that they will coalesce into
something planet-transforming — as they need to.
THE STORIES BEHIND PRODUCTS
This morning you probably showered and ate breakfast, and
perhaps traveled to work, probably in a car. Even if you telecommute,
look around your home office at the goods, powered by
electricity, and at the furniture on which they all sit, as well as
where you sit.
Think about the supply chains for those products — the
factories in Asia which produced your computer and printer,
the power plants in your region that generate your electricity,
the paper mills in North America that made your printer’s
paper, the factories that produced the trucks that shipped your
office supplies, and even the growers in South America who
grew your coffee.
Mainstream attention to climate change is helping mainstream
folks think increasingly in terms of “footprints” and
“embodied environmental burdens.” We are realizing that everything
we buy has a story behind it.
This thinking helps us realize that the influence of those
purchases extends way beyond the final producers of goods
and services. Many of the most important social and environmental
impacts occur farther up the supply chain, often
in countries beyond our borders. For some products, major
impacts occur during the usage phase and/or disposal phase
of the life cycle as well.
In the late 1960s, folks in the United States and Europe
began asking themselves about such stories behind the life
cycles of beverage containers. They noticed a shift underway,
from returnable bottles to “one-way” (disposable) packaging,
and wondered what the shift might mean for issues like energy
use, solid waste and pollution.
In an attempt to provide quantitative comparisons of the environmental
“stories” of different packaging alternatives, the
method of “Life Cycle Assessment” was born.
LIFE CYCLE ASSESSMENT
Life Cycle Assessment (LCA) is now an ISO standardized
approach for quantitatively summarizing environmental impacts
over product supply chains and life cycles. The range of
environmental concerns addressed by LCA is designed to be
comprehensive, including impacts on human health, ecosystems,
climate, and resources.
LCA addresses impacts attributable to emissions to air,
water and soil, as well as extractive flows from the environment.
More recently, LCA is being expanded to address social
issues in supply chains and life cycles as well.
Today’s LCAs are done primarily by and for large organizations.
This is because LCA requires extensive databases and
the use of specialized modeling software. The databases are
comprehensive, containing data on thousands of interconnected
unit processes, with each process using specified
quantities of inputs from nature and other unit processes, and
most also emitting specified quantities of many different pollutants
to air, water, and land.
These comprehensive databases require millions of dollars
and many years to create, and they must then be kept current.
The Swiss government, for example, has invested the required
resources during the past 30 years to achieve today’s “EcoInvent”
database (www.ecoinvent.ch). In addition, U.S. agencies
have partnered with private industry to launch the U.S. LCI database
(www.nrel.gov/lci), although after five years the database
contains a few hundred processes.
The standard approach to LCA database development has
followed the standard model of Web database creation, namely
a centralized, provider-driven effort. The creator of an LCA database
sends detailed questionnaires to a representative sample
of companies that produce a particular product of interest. This
research institute or consulting firm gathers and aggregates the
data from the different companies, performs important quality
assurance and error checking, and generates data on the average
production of the product.
Web 2.0, the paradigm of “bottom-up,” user-driven content
development, illustrates a whole different approach to
LCA data development and use. As in other areas of information
creation and sharing, the shift from provider-driven data
to user-created data has the potential to create vastly richer
data resources while also democratizing access to, and use
of, the information.
The data sources for LCA can be richer in at least two key
ways. First, they can cover a much wider fraction of the goods
and services sold in the economy, and second, they can be
brand specific.
70 | InsideOutdoor | Summer 2007

Back Office
Earthster also enables the creation of a
Web-based market for transformation.
Manufacturers can estimate the
potential life cycle benefits of changes
in product design, manufacturing
methods and suppliers.
LCA MEETS WEB 2.0
What if organizations anywhere in the world could use the
Web, at no cost, to select any product category, select the
sustainability indicators that matter most to their organization,
and then quickly compare relevant alternatives on the basis of
internationally standardized, comprehensive, transparent and
validated life cycle information?
What if companies anywhere in the world could also freely
compute their products’ LCA results, benchmark themselves
versus industry averages, and voluntarily report their LCA
results on the Web?
With these two capabilities, we would have no-cost bottom-up
LCA reporting and no-cost universal access to product-specific
LCA results. A non-profit, open source project, Earthster.org,
is working in collaboration with other projects to make these
goals a reality.
The industry-average, institute-generated LCA databases described
above are a necessary foundation for Earthster, but they
are no substitute for it. Because of their vast scope and resourceintensiveness,
and also to protect competition-sensitive information,
these databases contain data on generic processes and
products — industry averages — not brand-specific information.
Consumers, as well as business purchasers, lack access to
LCA information on specific products. Indeed, for most products,
even generic information is not yet available, and certainly
not brand-specific information. Today, the only way to generate
the information is to hire consultants or use specialized commercial
software.
Earthster uses the “Semantic Web” to provide the missing
link. The Semantic Web is the current project of Tim Berners-Lee,
developer of the World Wide Web and founder of the World Wide
Web Consortium. It documents or “marks up” data on the Web
with machine-readable “metadata,” or data about the data. This enables
the Web to operate as a flexible, decentralized database.
Companies log onto the Earthster website, create a company
page, and advertise their products for free. As an optional
next step, they download an open source tool that lets them
create a free LCA of their products in minutes.
Input your data (on your own computer, maintaining confidentiality)
about your inputs and emissions. The tool gets the
best available LCA data from the Web for each purchased input.
Use generic data, or if your suppliers have already published in
Earthster, you can link to supplier-specific data without publicly
divulging supplier identities.
You can then compare your product’s LCA with the average
documented in LCA databases. If you like how you compare
with the average, click to publish your LCA data for free on your
Earthster Web page beside other product information.
Using the Semantic Web, algorithms can scan, compare and
summarize the LCA data and other information (prices, etc.) for
all products in a specific category. Product-specific sustainable
purchasing — and benefits estimation — becomes freely available
to users worldwide. (Earthster is a multilingual platform,
based on the global standard UN SPSC system of comprehensively
categorizing goods and services for procurement.)
THE REWARD
Earthster also enables the creation of a Web-based “market
for transformation.” Manufacturers can estimate the potential
life cycle benefits of changes in product design, manufacturing
methods and suppliers.
For example, they can compute their product’s embodied
greenhouse gas emissions (and other pollution) using generic
data, and then check to find suppliers of inputs to production
which are better than average. Companies compute the potential
impacts of making production changes and/or supplier switches
using ISO-standardized LCA methods and validated data.
Finally, they can offer this potential change for sale in the
Semantic Web. This will amount to offering emission reduction
decisions for sale. Algorithms can scan and compare and summarize
the prices for all emission reduction decisions currently
offered, efficiently connecting sellers to other organizations
seeking to buy pollution offsets.
A functional prototype of the Earthster system is available
at Earthster.org. A consortium of companies and government
agencies is contributing funding to the development of this
open source, free resource.
Companies have chosen to participate to gain early use of
the system, provide input to its design, and to receive credit for
having sponsored its development. Governments participate to
create a tool that enables them to meet their legal mandates to
“buy green.”
Earthster is a project of New Earth, a non-profit organization
promoting sustainable transformation by industry and sustainable
development by communities around the world (www.newearth.info).
Greg Norris is founder of Earthster and also founded
and directs Sylvatica, a life cycle assessment firm (www.
sylvatica.com) consulting on LCA to the United Nations, governments
in the U.S. and abroad, and the private and non-profit
sectors. He manages the LCA-Into-LEED process for the U.S.
Green Building Council and is Senior Fellow with GreenBlue,
providing LCA guidance to their Sustainable Packaging Coalition,
Wal-Mart and the U.S. Environmental Protection Agency.
In addition, Norris teaches LCA at Harvard University, holds adjunct
appointments at the University of New Hampshire and
the University of Maine; and is an editor for the International
Journal of LCA and the Journal of Industrial Ecology.
Summer 2007 | InsideOutdoor | 71

Back Office
Supreme Decision
MINIMUM PRICE RESALE AGREEMENTS ALLOWED
by Philip Josephson
ON JUNE 29, the U.S. Supreme Court issued a decision that
will change the way manufacturers engage with their distributors.
In Leegin Creative Leather Products Inc. v. PSKS Inc., the
Supreme Court overturned a nearly 100-year-old precedent,
and as a result, federal antitrust law now permits manufacturers
to set minimum prices for retailers — provided that the
minimum price stimulates competition with other brands of
the same product.
Leegin Creative Leather Products Inc. is a California-based
manufacturer of women’s fashion accessories. Leegin sold one
of its brands, called Brighton, primarily to boutiques and small
specialty shops.
In order to compete with larger, established manufacturers and
with department stores and other retail chains, Leegin adopted
a Retail Pricing and Promotion Policy stating that it would sell its
Brighton products only to retailers that followed Leegin’s MSRPs.
Leegin took its policy a step further when it instituted a
Heart Store Program, indentifying retailers that pledged to sell
Brighton products at Leegin’s MSRP.
In 2002, Leegin discovered that Kay’s Kloset, a Texas specialty
retailer operated by PSKS Inc., had been discounting Brighton products
below Leegin’s MSRP. Kay’s Kloset was not a Heart Store at the
time, and Leegin stopped selling merchandise to the retailer.
Kay’s Kloset sales plummeted, and PSKS sued Leegin.
At the trial court level, a jury found that Leegin’s Heart Store
Program was an illegal vertical price fixing agreement that
harmed PSKS. On appeal, Leegin asserted that under modern
antitrust principles, such an agreement should not be held per
se illegal, but the 5th U.S. Circuit Court of Appeals upheld the
jury verdict, holding that Leegin’s vertical price fixing agreement
was per se unlawful under prior rulings.
THE COURT’S RULING
In this case, the Supreme Court was presented with the question
of whether a per se ban on minimum resale price agreements
should continue to be the law. In a 5-4 decision, the Supreme
Court rejected the “per se” test and indicated that courts
should now evaluate such minimum resale price maintenance,
or vertical price fixing agreements, under the same “Rule of Reason”
standard that governs most other “contracts, combinations
or conspiracies” subject to challenge as restraints of trade.
Thus, minimum pricing arrangements between manufacturers
and resellers will no longer automatically be deemed illegal
under federal antitrust law. Instead, each case will be evaluated
on its own merits to determine whether the pricing arrangement
restricts overall competition between the product itself
and competitors’ products, or has pro-competitive benefits that
outweigh any such restrictions.
In justifying its decision to abandon the rule of per se illegality,
the court identified various benefits offered by minimum
resale price agreements.
One benefit, the court said, is minimum price agreements
give consumers more options so that they can choose among
low-price, low-service brands; high-price, high-service brands;
and brands that fall in between.
In addition, they allow manufacturers to protect high-service
retailers from discounting “free riders” who then capture some
of the increased demand those services generate.
The court also indicated that these price agreements provide new
firms and brands with a way to ensure margins.
ANALYSIS
The court’s decision was not wholly unexpected. The court
noted that it had progressively rejected per se treatment of nonprice
vertical restrains, such as exclusive territories or requiring
certain retail practices regarding staffing or store environment,
and when considering maximum resale price maintenance.
In fact, the court held in a 1997 case that maximum vertical
price agreements would no longer be judged as illegal per se
but would instead be judged under the Rule of Reason. The
Supreme Court also found that “the economics literature is
replete” with examples of how minimum resale price maintenance
can benefit interbrand competition.
In applying the Rule of Reason analysis, the decision refers
to three “factors” that should be considered, including the
number of suppliers or retailers using resale price maintenance
(the more subject to such agreements at either level, the more
potential for an anticompetitive effect).
The second factor is whether retailers, as opposed to the
supplier, are the source of the restraint (if so, it is more likely to
be found illegal), and the third is whether there is a “dominant”
supplier or retailer with market power that could be abused.
The court did not state that minimum resale price agreements
are per se legal. The court stated that, in some circumstances,
such agreements may violate the federal antitrust
laws. But note that even when a manufacturer cannot lawfully
obtain a distributor’s agreement to charge a particular price, it
can still announce suggested retail prices and unilaterally terminate
any distributor who sells below the suggested price.
The Leegin decision does not render all minimum resale
price agreements legal. It also does not necessarily foreshadow
the complete abolition of per se prohibitions against minimum
resale price agreements in the laws of the United States.
The decision does offer companies greater flexibility to craft
pricing policies that will survive antitrust scrutiny. It also allows
them to achieve, directly by vertical agreement, the same
72 | InsideOutdoor | Summer 2007

Back Office
pro-competitive objectives that in the past the per se rule had
forced them to achieve indirectly through other devise, such as
through MSRP and Minimum Advertised Price programs.
WHAT IT MEANS
The decision does not necessarily change the antitrust laws
of individual states, all of which have until now outlawed minimum
resale price maintenance by statute or court decision.
States may be likely to follow the Supreme Court’s lead, although
how state courts and legislatures will react to the decision is not
clear. Due to the court’s close decision (5-4) and the well-reasoned
dissenting opinion, some states may choose to reject the new federal
rule. Therefore, the impact of the Leegin decision is unclear.
It is likely that there will be an explosion of litigation over such
agreements as the courts attempt to understand and apply the
Leegin decision. The dissent in the Leegin matter, along with many
commentators, believes this decision will drive up retail prices,
leaving consumers to pay higher prices for specialty items because
manufacturers can now enforce vertical minimum pricing arrangements
under the threat that retailers will lose the opportunity to
sell their goods if they do not comply with the arrangement.
Conversely, economic academia and literature indicate that
the adoption of a Rule of Reason will benefit consumers, retailers
and manufacturers.
Regardless of what the future holds, the Leegin decision
has a direct and immediate impact for manufacturers and retailers.
Manufacturers may now lawfully enter into explicit bilateral
price fixing agreements with their distributors, so long as the
benefit to interbrand competition outweighs the potential anticompetitive
effect.
Manufacturers that do institute minimum resale price maintenance
still face antitrust risk, however, and should avoid entering
into any agreement falling into problematic categories.
Small retailers may have a more difficult time keeping up with
big-box retailers when it comes to competition in the discount market.
Yet, small retailers that sell high-end brand names may not be
negatively impacted since manufacturers will want to keep their
high-end products on shelves and may be more selective about
channels of distribution and level of service provided by stores.
Likewise, boutique retailers that compete primarily through
customer service rather than pricing will probably only feel subtle
consequences from the ruling.
This article is a source of general information, not an opinion
or legal advice on any specific topic or situation. If you have questions
regarding this decision or its implications, you may contact
Philip Josephson, founder of the Law Office of Philip Josephson.
Philip and the firm deliver corporate legal and business advisory
service to clients across the United States. He holds a J.D. from
the University of Miami, a M.B.A. from Columbia University; and
is a member of the Florida Bar and the Arizona Bar. Philip may be
contacted at pjosephson@josephson-law.com.
Summer 2007 | InsideOutdoor | 73

Gorp
Outdoor 3.0
by Stuart Craig
AS I WRITE THIS, we’re into the final, frenetic countdown to
Outdoor Retailer Summer Market, as our little industry gears up
yet again for another traveling dog and pony show in Salt Lake
City. And so, as always, I get that little frisson of excitement
that accompanies the Next Show: who’s buying whom? Will
such-and-such show up? Will I see so-and-so? And, of course,
the real question, what’s the next big thing?
On that score, I’m struck much less by what’s going on inside
our industry than what’s happening outside of it, and how such
things will affect us. It is truly a Brave New World out there, a
place where technology seems to make almost incomprehensible
bounds nearly every moment.
In today’s world, swarm theory — the genius to be found in
the no-mindedness of large group actions — is being applied to
everything from running trucking company shipping logistics to
predicting behavior. Americans spend half their free time online.
Starbucks has changed the way we think of coffee, and while
doing so also has revolutionized wireless access, the concept
of work spaces and social interaction.
Of course, it’s also a post 9/11 world, where risk aversion
is a constant thought and where big-ticket news “stories” are
marketed like summer block buster movies.
All of this flows from the very fount of the new tech, the
worldwide network of interrelated digital information (i.e., the
Internet). This totally and inherently (some would say insidiously)
interactive connective tissue has become so dominant that
the world before such connectivity existed is almost impossible
to imagine (or remember).
Today’s overarching metaphor is technology-speak derived
from software version numerology. Techno pundits often refer
to the current connected cyberspace as Web 2.0, delimiting the
“first” Internet—the one of the last century is one way to think
of it — from the current Global Network version and implying
many more upgrades to come.
More specifically it’s where “killer app” symbolizes an ultimate
solution to a problem and where “Web 3.0” represents
the elusive, glimmering future where pie in the sky shows up
on everyone’s table, prepackaged and ready to consume.
And in this world live Brave New Consumers, new beings
whose technological sophistication and accompanying appetite
are almost frighteningly prodigious.
Which leads to the obvious question: how does our industry
sell in today’s fecund mix? Is there a “killer app”? After all, the
outdoors — the bedrock supporting the “industry” part — is …
the outdoors. It is trees and rocks and mountains and rivers and
stuff. And while it doesn’t “do” anything, its presence is underscored
by what it can do.
Its essential power can kill, and it has no regard whatsoever
for any human emotion or perspective (these traits are, of
course, also the source of its magnetic pull on many of us). It is
by nature wholly and intrinsically interactive, yet has no inherent
technological basis. And here we humans are using technology
to understand (and interact with) what is around us. That’s a
tough sell in today’s environment, especially given the state of
our industry.
Our own “software” boasts a bit of a conflict in its architecture.
On the one hand, we’ve moved toward pure lifestyle,
where “expressing” the outdoors is paramount. We celebrate
the slower, more languid movement of time, the health benefits,
and general “well-being-ness” of the outdoors, and we
promote that celebration as who we are.
By looking at consumers with
more rigor, we might find we can
create better strategies and tactics
for marketing our real product—the
outdoors — more successfully.
Yet, simultaneously, we’ve gone aggressively high-tech, with
increasingly expensive materials and intricate technology interwoven
into our products (not to mention an almost rapacious
need to keep upping the technical ante). Here we celebrate the
extreme demands of mountains and rivers and the like, as well
as the joy and importance of proving ourselves to ourselves in
the outdoor arena. And then we promote that celebration as
who we are.
Meanwhile, we see our consumer base aging-cum-changing,
and not unsurprisingly, we start looking for better targets, such
as “youth” and “women’s” markets. So we work at presenting
“the outdoors” in more youth-friendly ways; we create Outdoor
Idols; and we examine gender stereotypes and explore ways to
explode them.
Admirable perhaps, but ultimately given today’s sophisticated,
highly-niched, shifting-sands market, both the “youth” and
“women’s” markets seem, to me, to be far too unwieldy. By
looking at consumers with more rigor, we might find we can
create better strategies and tactics for marketing our real product—the
outdoors — more successfully.
A new book by Ron Rental, founder of Consumer Eyes, a
brand and innovation consultancy, and of BuzzBack Market Research,
an online market research company, does just this by
laying out a fascinating compendium of consumers in a refreshingly
different way.
Karma Queens, Geek Gods & Innerpreneurs: Meet the 9
Consumer Types Shaping Today’s Marketplace eschews direct
demographics (the women’s market, youth consumers, and so
74 | InsideOutdoor | Summer 2007

Gorp
on) as well as traditionally more specific labels (Baby Boomers,
Gen X, etc.). Instead, Karma Queens types consumers by how
they buy and why, not solely by gender, age or socioeconomic
and/or generation class.
A C-Type (for “Consumer Type”) “is a rich, three-dimensional
portrait of a type of consumer derived from their key attitudes
and behaviors, their social status, and other demographic factors,”
writes Rental. C-Types “are all about the idiosyncratic
characteristics that make consumers distinct.”
Rental is careful to point out that these are certainly not the
only C-Types out there. In addition, “the ground is constantly
shifting beneath [C-Types]. The demographic number for some
types are growing, for some types are waning. Outmoded
types are always making way for new ones.”
He is even more careful to say that C-Types are not “a black
box to success.” Rather, they “should be used to challenge your
own thinking, not to replace it.” Such challenge to thinking is
exactly what’s needed in the outdoor industry right now.
Of his nine C-Types (Karma Queens, Parentocrats, Denim Dads,
Ms. Independents, Innerpreneurs, Middlemen, Culture Crossers,
Geek Gods and E-litists), Parentocrats and Innerpreneurs are particularly
poignant from an outdoor industry perspective.
“Not only do Parentocrats believe that their children are
special,” writes Rental, “they believe that their children are important
to the world. Therefore, they must shield these special
creatures from any outside influence that might harm them and
see that they get the opportunities to surpass their peers.”
By doing this, he adds, “they often deny their children some
of the classical joys of childhood — the ability to experiment
and fail and the freedom to waste time and be carefree.”
Innerpreneurs, meanwhile, “recognize themselves as the
CEOs of their own lives and the chief managers of their own
“brand.” And, as such, they want to make sure that they … are
constantly evolving and improving with the times.” One thing
they have in common with entrepreneurs, says Rental, “is their
willingness to take risks. … To Innerpreneurs, life’s journey
should be an adventure.”
I believe that what these two types represent and how we
deal with them are far more important than mere demographic
target groups (youth, women, Boomers, etc.). They symbolize,
respectively, the brake and the gas pedal in the outdoor industry’s
progress. Dealing with them may indeed be the “killer
app” that can move the industry forward successfully.
In an excellent article about a death on an Outward Bound
course (National Geographic Adventure, May 2007; “Special
Report: A Death at Outward Bound”), writer Christopher Ketcham
poses a fundamental issue that we, the outdoor industry,
must consider: “Even with a renewed commitment to risk
management, has Outward Bound’s wilderness philosophy, a
philosophy forged in the American wilds in the 1960s, fallen
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EDITORIAL INDEX
3M 38
32north 38
Aberdeen Group 14
Advanced Elements 38
Adventure Medical Kits 10, 38
AGS Labs 38
AKU 38
Albany Intl. 18
All Terrain 10
Alphatan Intl. 38
AOL 24
Arc’teryx 39, 66
Arizona Hiking Shack 8
Asolo 39
Backcountry Escape 10
Baltic Business News 14
Base Gear LLC 10
Bass Pro Shops 6
Bemis 18
Big Agnes 39-40
BIGresearch 20
Bite Footwear 39
Black Creek Outfitters 8
Black Diamond 10, 39
Bota of Boulder 39
Boulder Mountaineering 10
Bridgedale 39
Brighton 72
Brunton 39
Buck Knives 40
Business Software Alliance 20
BuzzBack Market Research 74
C.A.M.P. USA 40
CamelBak 52
CampfireGrill 40
CampSuds 10
Cascade Creek 40
Cat Strap 10
Chaco 48
China Natl. Textile & Apparel Council 18
Climashield 39-40, 60
Cloggens 40
Cloudveil 40
Cocona 60
Cocoon by Design Salt 40
Coghlan’s 40
Cohorts 35
Coleman 40, 42
Concept III 18
Confluence Holdings Corp. 16
Construct Data 14
Consumer Eyes 74
Coolmax 42
Cordura 42
Craft & Hobby Assn. 14
Crocs 54
CTIA 23-24
Cury’s Sport Shop 8
Dri-release 42
Eagle Creek 16
Eagles Nest Outfitters 42
Earthster 71
EcoSensor 60
Ecowood 44
Edelrid 10
Edelweiss 10
EK Ekcessories 44
elete 10, 44
eMarketer 20
Entrant 44
Equinox 16, 44
eROI 24
eVent 18, 50, 66
ExOfficio 44
Extrasport 44, 56
Faders 10
Fair Guide 14
Falcon Guides 44
Federal Trade Commission 14
Feelfree 44
FlyFishing Retailer 18
Fox River 44
Freestyle USA 44
Frost & Sullivan 23
Garmin 10
Gerber 46
Global Assn. of the
Exhibition Industry 14
GoPro 46
Gore-Tex 38-39, 48, 66
Grangers 46
Great American Backyard Campout 18
Green Label Organic 46
GreenBlue 71
Gregory 16, 18, 48
Grizzly 48
GSI Outdoors 10
Guyot Designs 10
Harris Interactive 20
Harvard University 71
Hennessy 10
Hitwise 25
Horny Toad 48
Hydrapak 48
IAAPA 14
IFAI 18
Ikea 6
Indigenous Designs 48
Innov-8 48
Interbuild 14
International Journal of LCA 71
Internet Retailer 20-21, 24
Intl. Laser Display Assn. 14
Invista 42
iPhone 24
JanSport 12, 16
Jetboil 48
Johnson Outdoors 16
Journal of Industrial Ecology 71
Katadyn 10
Katie’s Bumpers 48
Kay’s Kloset 72
Kayland 50
Keen 50, 54
Kelty 18, 50
Kialoa Paddles 50
Klean Kanteen 10
La Sportiva 50
Lansky Sharpeners 50
Leatherman 10
Leegin Creative Leather Products 72-73
Leisure Trends Group 12, 21
Liberty Mountain 10, 16
Lowa Boots 52, 66
Lowe Alpine 52
Markill 10
McNett Corp. 52
Merrell 52
MESSAGEbuzz 23, 25
Metolius 54
Mion 54
Moosejaw Mountaineering 22-25
Mountain Supply 10
Mountainsmith 54
Nalgene 10
National Geographic Adventure 76, 78
National Wildlife Federation 18
Native Eyewear 54
Nautica 16
New Earth 71
New Tribe 54
Nielsen Business Media 14
Nielsen Co. 34
Nielsen Homescan & Spectra 35
Nielsen Media Research 34
Nielsen Sports Group 18
Nikwax 54
Nite Ize 10
Nomadic Traders 56
Nordic Sports 8
NSGA 16
Numa Tactical 56
nuun 56
Old Town Canoe 16, 56
OllyDog 56
Omega Pacific 10
Optimer Performance Fibers 42
Orikaso 56
Osprey 56
Outdoor Designs 10
Outdoor Industry Association 12, 21
Outdoor Industry Foundation 18, 35-36
Outdoor Retailer 14, 16, 18, 74
Outdoornewswire.com 78
Outward Bound 76
Pacific Cornetta 56
Packaged Facts 20
Patagonia 40, 58
Pew Internet & American Life Project 24
Pieps 10
Polar Bottle 58
Polartec LLC 18
PrimaLoft 18, 39, 60
Princeton Tec 10, 58
Quest Outdoors 8
Reef 16
REI 6
Reno Mountain Sports 8
River Sports Outfitters 8
Rock-Tenn Co. 18
Ruff Wear 58
Samsonite 58
SCARPA 58
Semantic Web 71
Sherpani 60
SIA 21
Sierra Designs 40, 60
Sierra Summits 60
Simmons Market Research 35
Simply Brilliant 60
Slumberjack 40
SOG 60
SolLight 60
Spenco 60
Sporting Rage 8
Starbucks 74
Stopecg.org Suunto 62
Sylvatica 71
Synovate 35
Teko 62
Terramar 10
Teva Mountain Games 16
The Jersey Paddler 8
The North Face 16, 40, 62
TrailFlex 64
Trangia 10
U.S. Census Bureau 21, 34-35
U.S. EPA 71
U.S. Green Building Council 71
U.S. National Whitewater Center 54
U.S. Supreme Court 72-73
UCLA 35-36
United Nations 71
University of Maine 71
University of Maryland 12
University of New Hampshire 71
USFL 12
Vans 16
Vargo Outdoors 64
VAS Entertainment 18
Vasque 64
Vaude 10
VF Corp. 12, 16
Vibram 38, 58, 66
Washington Federals 12
Westcomb 66
White Sierra 66
Wiggy’s 40
Wigwam Mills 42
WL Gore & Assoc. 18, 66
World Wide Web Consortium 71
XPO Eyewear 68
X-Socks 66
Yakima 68
Yankee Group 23-24
YKK 40
Zeal Optics 68
AD INDEX
3M 17
32north 19
Advanced Elements 76
AGS Labs 64
Alphatan Intl. 66
American Cord & Webbing 47
ASF Group 45
Atlas Glove 50
Bemis 5
Body Glide 52
Bota of Boulder 43
Cam Commerce Solutions 30
CampfireGrill 54
Chariot Carriers 42, 46
Clear the Air 69
Cloggens 15
Cocoon/Design Salt 66
Coghlan’s 11
Coleman 27
Conservation Alliance 75
Cordura 31
CRE8 Group 65
Dri-release 37
Durapeg 68
Ecowood 78
elete 58
Equinox 64
Falcon Guides 3
Feelfree 68
Freestyle USA 62
GoPro 13
IFAI 9
Innova Disc Golf 25
Katie’s Bumpers 78
Katadyn 49
Lansky Sharpeners 32
Law Office of Philip Josephson 67
Leave No Trace 61
MH Bertucci 63
Nation’s Best Sports 33
Outlast Technologies 79
Polarguard
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Samsonite 7
SHOT Show 59
Stoneman Avenue 73
Suunto 57
Swarovski 2
TrailFlex 55
Vargo Outdoors 73
VAS Entertainment 41
WL Gore & Associates 53
Yaktrax 51
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Summer 2007 | InsideOutdoor | 77

Gorp
out of step with society and, in particular, the risk aversion of
modern parents? A 1991 study found that the radius around the
home where parents allowed 9-year-olds to wander had shrunk
to one-ninth of what it had been in 1970. … The notion that
accidents happen — especially fatal ones — is simply at odds
with what most parents today are willing to accept.”
If we don’t actively manage this risk aversion trend, it may
just regulate us out of meaningful existence. Getting the Parentocrats
on “our side,” by playing up the positive education side
of the outdoors, rather than the negative safety issue, is a key
way. And doing so would then help create a whole new, young
generation whose parents are fully supportive of their being in
the outdoors.
It’s true: Going outdoors to play can be dangerous. In many
ways that risk is exactly why some people do go out. Aron
Ralston has become a poster child for personal locator beacons,
not only because he appears in ads for them but, more tellingly,
because the media have used his seeming error in judgment to
push for such devices and the “safety” they represent.
But, of course, there’s more to it. Even after cutting off his
own arm, he still goes back into the mountains to play alone.
Whether he takes a PLB is really beside the point. In a 2004
interview with National Geographic Adventure, Ralston said:
“I realized that [my situation] was the result of decisions that
I had made. I chose to go out there by myself. I chose to not
tell anyone where I was going. … But I also realized that I
had made all of the choices up to that point that had helped
me survive. I took responsibility for all of my decisions, which
helped me take on the responsibility of getting myself out.”
A year later, as reported on www.outdoornewswire.com,
“Ralston … completed his seven-year project to solo the Colorado
14’ers in the winter. … Despite having only one hand,
Ralston bagged two peaks last winter and nearly a dozen this
year. His accomplishment makes him only the third person to
complete the Colorado 14’ers in the winter and the first to complete
the project solo.”
Ralston is an archetypal Innerpreneur, and whether you think
he is foolhardy or simply living on his own terms, the story of
his decidedly Emersonian self-reliance resonates with all of us.
Targeting such Innerpreneur C-Types makes singular sense,
since they “cross all demographics,” writes Rental. And while
they “are not driven by popular culture … sometimes they
themselves drive it.”
Hmm. That doesn’t sound too bad: a new generation of
youngsters, supported (even pushed) by their parents to go out
and play, and bolstered by a group of Innerpreneurs who can
inject the outdoors deep into popular culture.
That’s more than a killer app; that’s Outdoor 3.0.
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78 | InsideOutdoor | Summer 2007
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