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ISSUE 1430 JULY 28, 2014
The Weekly Digital Magazine for the Sporting Goods Industry
Contributing Editors Scott Boulbol, Fernando J. Delgado, Bill Kendy, Charlie Lunan
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MAKING NEWS
GIVING BACK
4 Movers & Shakers USA Swimming launches SwimToday campaign 6 By The Numbers The North Face sets recycled polyester goal for 2016 7 Newell Rubbermaid buying Avex, Contigo Brands Implus Acquires DryGuy and MaxxDry Dryers Under Armour's Q2 revenues jump 34.1 percent
8 Trek / PeopleForBikes Trek, a founding member of PeopleForBikes, helps propel the movement for better cycling worldwide starting with the voices of world-class athletes.
Cover photo Kayaking Kenai Peninsula, Alaska Photo courtesy Michael DeYoung
BEST PRACTICES 10 Adventure Travel Growth in the Adventure Travel Market has risen more than 65 percent with no signs of slowing down.
FEATURE 14 Travel Wear Trends It's all about Fashion, Fit and Function.
JULY 28, 2014 | SGBWeekly.com
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MOVERS & SHAKERS Competitor Group named Meb Keflezighi its first vice president of running, effective immediately. The Boston Marathon winner will develop CGI's training content and directly contribute to the company's overall growth in the running industry focusing on the Rock ‘n’ Roll Marathon Series. Johnson Outdoors named Patricia G. Penman, vice president marketing services and communication worldwide. Mark Plaatjes, a co-founder of Boulder Running Co., has left the company following the chain's sale last year to Running Specialty Group. Product line manager Henry Guzman has also left the retailer. Propét USA, known for its comfort and walking shoes, promoted Jillian Avey to VP of marketing. Rawlings Sporting Goods Company a subsidiary of Jarden Corporation, named Jeff Fiorini as its chief operating officer. Fiorini will oversee the supply chain, product development and engineering, information technologies, and business planning and analysis functions of all Jarden Team Sports brands, including Rawlings, Worth Sports, Miken, deBeer, Gait and Jarden Sports Licensing. Reebok signed UFC lightweight champion, Anthony “ShowTime” Pettis, to an endorsement deal. Skechers signed model, actress and television presenter Kelly Brook to appear globally in the footwear company’s multiplatform marketing and social media campaigns through 2015. Skullcandy appointed David Raffone as its chief sales and revenue officer. He most recently served as vice president, U.S. Sales Division with Sony Electronics. Spy promoted Charlie Ninegar to vice president of North American sales. Timberland promoted Stewart Whitney to brand president effective October 5. Whitney led Timberland’s growth in the Asia Pacific region since 2008. He will report to Patrik Frisk, who has held the position since the brand’s 2011 acquisition by VF Corp. In April, Frisk was promoted to coalition president, Outdoor Americas for VF Corp.
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USA SWIMMING LAUNCHES SWIMTODAY CAMPAIGN Ten industry partners, including USA Swimming, are collaborating on a summer-long campaign called SwimToday, led by five-time Olympian and 12-time medalist, Dara Torres. The lighthearted campaign proclaims swimming as "the funnest sport there is" and showcases its many benefits in an effort to bring more kids who know how to swim into the sport of swimming. To address the common misconceptions and bridge the perception gap, SwimToday includes a creative advertising campaign by Minneapolis ad agency Colle+McVoy highlighting the fun aspects of swimming and, with playful imagery and taglines, conveys the benefits of swimming compared to other sports. In one of the campaign spots, called "Cannonball," a girl is seen splashing underwater in slow motion. A voiceover asks, "Basketball, softball, cannonball: which sounds the most fun to you?" Another spot, "The Walk," emphasizes confidence-building with a boy high-fiving friends in slow-motion strut to by a funk beat after emerging from the pool. A voiceover states, “Swimming introduces kids to the benefits of a healthy lifestyle. And a healthy kid is a confident kid.” According to the 2014 State of the Competitive & Fitness Swimming Industry Report by Sports Marketing Surveys, nearly 80 percent of parents overlook swimming when choosing organized sports activities for their children after they learn to swim. Most notably, parents whose children had never tried swimming perceived it to be less fun than other sports. However, parents of swimmers rated the sport at the top in fun, teamwork, confidence-building and health and fitness once they gave it a try. Torres, a lifelong swimmer, entered her first international swimming competition at age 14 and in 2008 became the oldest swimmer to compete in an Olympic Games. "I started swimming as a kid and it gave me skills I've used throughout my life," said Torres. "Now I have an 8-year-old daughter who is on a swim team and loves it. I see her benefitting from the same things I did, and I want other moms to know how much fun it can be and what a lifelong gift it is for our kids." While touting the "fun" of swimming, SwimToday also provides online tools for parents to help locate swim clubs and local pools in their communities. Many parents commonly report lack of access to a nearby pool, while research shows that 82 percent of households actually have a pool within 10 minutes of their residences. “Many youths choose their sport based on what their friends are involved with or what is highlighted in the media,” noted Matt DiLorenzo, chief executive officer of TYR Sport. “TYR is proud to partner with fellow industry leaders in support of the SwimToday campaign, which aims to make swimming a more mainstream option and grow the sport on a global scale." Jim Gerson, Speedo USA president, added, “As the very proud first partner of SwimToday – and a supporter of swimming at all levels, from elite to grassroots, to fitness and active recreation – we are excited about how the campaign has grown and look forward working with USA Swimming and our fellow industry leaders to promote the benefits of swimming and bring more kids into the sport in 2014."
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BY THE NUMBERS
+4.0%
Amer Sports, which owns Salomon, Wilson, Arc'teryx, Mavix and Suunto, reported sales eased 0.3 percent in its second quarter, to €376.1 million ($506.5 mm) but improved 4 percent on a currencyneutral basis. Double-digit growth in Apparel, Footwear and Cycling, was partially offset by a minor decline in Ball Sports mainly due to continuous clean up of unprofitable sales. The Finnish company logged a loss of €19.1 million ($25.7 mm) in what's typically a low sales quarter for the company, about the same as the prior year.
+5.6%
Jarden Corp reported operating profits at its Outdoor Solutions segment grew 5.6 percent to $79.1 million. The gain came despite $1.6 million in restructuring and $5.2 million in acquisition related and other costs, which were zero a year earlier. Sales in the segment reached $789.6 million, up 1.9 percent from the second quarter of 2013. The segment includes results from Coleman, K2, Marmot, Penn, Rawlings and 22 other camping, fishing, snowsports, outdoor and athletic brands.
+37.1%
Skechers USA, Inc. reported second quarter sales jumped 37.1 percent to $587.1 million, led by double-digit growth in both its domestic and international wholesale segments and a 13.9 percent comparable-store gain across its global retail network. Earnings grew more than four-fold to $34.8 million, or 68 cents, from $7.1 million, or 14 cents, a year ago.
-14.2%
Cabela's, Inc. reported secondquarter comparable store sales decreased 14.2 percent as firearms and ammunition sales start to normalize after record sales in 2013. Earnings slid 2.3 percent to $43.5 million, or 61 cents a share, but results came in well-ahead of Wall Street's consensus estimate of 51 cents due to strong expense controls.
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THE NORTH FACE SETS RECYCLED POLYESTER GOAL FOR 2016 The North Face expects all its polyester fabric, which accounts for 80 percent of the material used in its apparel, to be made from recycled content by 2016. It also expects all its down products to use Responsible Down Standard-certified down by 2017, according to its fourth annual corporate responsibility report. “The evolution of our approach to sustainability lies in the design of our products,” said Adam Mott, North Face’s director of sustainability. “If we can make sustainability a fundamental component of design, then we can move toward making innovative products that have a positive effect on the environment and society.” Key highlights of the report include: Increase Use of Recycled Content: The North Face’s goal to use 100 percent recycled content for all of its polyester fabric by 2016 provides a market solution for a growing problem – used water and soda bottles. Dependence on fossil fuels is also reduced by reusing materials. In addition, recycled polyester has a lower impact on air and water resources than virgin polyester. The North Face’s iconic Denali Jacket is an example of a product with fleece made 100 percent from recycled content. Clothes-the-Loop on Product Life Cycles: The Clothes-the-Loop program, launched as a pilot program in 2013, allows consumers to drop off unwanted clothing and footwear from any brand in any condition at participating North Face stores. Items collected are repurposed for reuse to extend their life or recycled into raw materials for use in products like insulation, carpet padding, stuffing for toys, and fibers for new clothing. The North Face 2013 pilot in 10 stores lasted three and a half months and collected 1,350 pounds of clothing and footwear. The program is now in 27 stores. Reducing Environmental Impacts: The North Face has engaged its suppliers in efforts to reduce chemicals, water, energy and waste in their mills, with savings equivalent to removing over 100 tanker trucks of chemicals, over 230 Olympic swimming pools of water and over 3,000 cars off the road since 2010. The Responsible Down Standard (RDS): The North Face created the Responsible Down Standard (RDS) to ensure that its down does not come from animals that have been subject to any unnecessary harm, such as force-feeding or live-plucking, and to provide a traceability system to validate the original source of down used in all North Face products. Certified down will be incorporated into The North Face products starting in Fall 2015 with a goal of 100 percent certification by Fall 2017. The RDS has been gifted to Textile Exchange, a global nonprofit dedicated to sustainability in the apparel and textile industry, for industry review and use. To view the full report, log on to thenorthface.com/en_US/innovation/sustainability/.
NEWELL RUBBERMAID BUYING AVEX, CONTIGO BRANDS Newell Rubbermaid reached an agreement to acquire Ignite USA, LLC, which makes thermal mugs and hydration bottles under the Contigo and Avex brands, for $308 million. The seller was North Castle Partners, which invested in Ignite in March 2013. Ignite is expected to deliver $125 million of net sales in 2014 and has a strong record of growth in the on-the-go thermal and hydration beverage containers market, achieving a historical four-year CAGR of 35 percent. Newell Rubbermaid plans to reinvest a portion of Ignite's profitability to more aggressively build the Contigo and Avex brands. “We intend to invest behind the business to build on Ignite’s current strong momentum, expanding product lines, channels of distribution and geographic footprint over time,” Newell Rubbermaid Chief Development Officer Mark Tarchetti said in a statement. "Ignite has a great track record of growth, establishing a leading share position in two of the fastest growing consumer durable categories in North America," said Newell Rubbermaid President and CEO Michael Polk. "Their commitment to leverage great design to deliver differentiated products is evident in their results. The acquisition of Ignite marks the next step in the Growth Game Plan as we transform Newell Rubbermaid into a larger, faster growing, more global and more profitable company." The acquired business will become part of the Home Solutions segment with Contigo and Avex joining the company's Rubbermaid, Calphalon, Goody and Levolor brands. Sami El-Saden, CEO, who will remain CEO at Ignite, said, "We are delighted to have found a long-term strategic owner for the business who shares our pride in the achievements and strength of the company, but can bring a new level of investment and global perspective.”
IMPLUS ACQUIRES DRYGUY AND MAXXDRY DRYERS Implus has acquired DryGuy, a leading supplier of footwear dryers and thermal layering systems. This latest addition to the Implus family of brands will fall under the company’s Outdoor Division, which also includes Yaktrax, ICEtrekkers and Little Hotties. Terms of the deal were not disclosed. Started in 1994 by founder Joel Beckett in Seattle, DryGuy & MaxxDry boot dryers and insulation products were tested in some of the wettest conditions and the company’s patents and technologies were born from these hands-on experiences. DryGuy offers a wide variety of footwear and accessory dryers for all applications - with or without heat or a combination of both. “We are excited to add DryGuy and MaxxDry into our outdoor product offerings, as they have been very successful in the winter accessory market and are a perfect complement to our traction and hand/foot/body warmer products” said Steve Couder, VP sales - Implus outdoor division. “As the winter accessory category has grown, this additional product line provides our retailers with more options to service customers.” In collaboration with Couder, Beckett will play an important role in the company by helping to transition and merge the DryGuy and MaxxDry brands into the Implus family of products. Beckett will also target new opportunities for growth and development within the outdoor division. “This is an opportunity to take our tried and tested products to the next level. We are confident that Implus’ distribution system will bring DryGuy products to more customers with greater efficiency,” said Beckett. “I am stoked to see my brand expanding under the banner of such a quality organization.” Over the last few years, the company has successfully acquired and grown major brand expansions including Yaktrax, ICEtrekkers, Little Hotties Warmers, Sneaker Balls and Perfect Fitness. It also owns Sof Sole, apara, Airplus, and Sof Comfort.
UNDER ARMOUR'S Q2 REVENUES JUMP 34.1 PERCENT Under Armour, Inc. reported revenues increased 34.1 percent in the second quarter to $610 million. Net income $18 million, or 8 cents a share, was unchanged compared with the prior year's period, largely reflecting the planned timing of marketing and innovation expenses. Apparel revenues jumped 35.4 percent to $420 million, driven by expanded offerings in categories such as golf, outdoor, running, training, and women's studio. Footwear sales increased 34.2 percent to $109.5 million, led by new introductions in running. Accessories climbed 17.5 percent to $59.9 million, primarily driven by headwear. Direct-to-Consumer net revenues, which represented 31 percent of total revenues for the quarter, grew 38 percent year-over-year. International net revenues, which represented 8 percent of total revenues for the quarter, grew 80 percent year-over-year. Gross margins expanded to 49.2 percent compared with 48.3 percent in the prior year's quarter, primarily driven by a favorable year-over-year sales mix and product margins. SG&A expenses as a percentage of revenues increased to 43.5 percent compared with 41.2 percent in the prior year's period, primarily driven by the timing of marketing expenses and investments in product innovation. Second quarter operating income increased 7.4 percent to $34.7 million. "The broad-based momentum that we have been experiencing recently showed no signs of stopping during the second quarter,” said Kevin Plank, Chairman and CEO of Under Armour, Inc. “While we continued to add more dimension to our largest growth driver in Apparel, we were particularly encouraged by the brand response we are seeing in both our Footwear and International businesses.” The company raised its outlook for the year. It now expects revenue growth in the range of 25 percent to 26 percent, up from 24 percent to 25 percent previously. Operating income is now projected to expand 29 percent to 30 percent, up from its previous guidance calling for a 28 to 29 percent gain.
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PeopleForBikes is grateful for the active support of pro bike racers. Trek Factory Racing—one of the 18 top-tier professional squads that is part of the global UCI World Tour—has stepped up big-time for this year’s Tour de France (and the balance of the season) by putting the PeopleForBikes logo prominently on the sides of their team jerseys.
G I V I N G B AC K
TREK/PEOPLE FOR BIKES By Scott Boulbol
"A strong, united group of people for bikes can effectively influence government policies and spending, and help assure bike riding conditions that are safer and better for everyone. We are honored that Trek and Trek Factory Racing are supporting us. Tim Blumenthal, President PeopleForBikes
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f you watched the Tour de France through the month of July, you may have noticed something new on the jerseys of the Trek Factory Racing (TFR) team – a small logo and a few words that have had a huge effect on cycling in the U.S. Just under the arms of the Trek riders, down the side of their jerseys, is a small red, white and blue logo with a smiley face made out of a bicycle, and the words PeopleForBikes (PFB). For the first time ever, the TFR athletes were sporting this logo during a European race – the world’s largest bike race and one of the greatest sporting spectacles anywhere. And they will continue to rock the logo for the remainder of the season, which will include the third of the Grand Tours, the Vuelta a Espana (Tour of Spain). PeopleForBikes, in their own words, “is the movement to make riding better for everyone. By collaborating with millions of individual riders, businesses, community leaders, and elected officials, we’re uniting people to create a powerful, united voice for bicycling and its benefits.” In other words, they are a bike advocacy group helping make American roads, paths and trails safer and more accessible to bikes and cyclists of all kinds. And they’re doing just that. According to their website, since their inception PFB has: secured federal funding to build more than 29,000 U.S. bike lanes, paths, and trails; awarded more than $10 million in grants; helped increase cycling in U.S. cities 85 percent since 2001. And that’s a cause a legendary bike company like Trek holds dear as well. “Trek and Trek Factory Racing want the bike riding experience to improve for everyone, everywhere,” said Trek’s senior vice president Joe Vadeboncoeur. “PeopleForBikes is a leading organization that inspires this change. Trek was a founding member of PeopleForBikes (then known as Bikes Belong) 15 years ago and continues to be a proud supporter. It is an honor to help propel this movement for better cycling worldwide – starting
with the voices of our world-class athletes.” Trek’s involvement at Le Tour is the culmination of a major outreach program for PFB in which they’re trying to sign up 1 million people by the end of 2014. They’re currently at over 800,000, Trek’s Senior Vice President and this sponsorship Joe Vadeboncoeur will hopefully help put them over the top. There’s no need to “join” per se, simply provide their names in support of safe riding. This can be done on its website: peopleforbikes.org. “While the challenges and opportunities for bicycling vary around the globe, the benefits are universal,” said President of PeopleForBikes Tim Blumenthal. “A strong, united group of people for bikes can effectively influence government policies and spending, and help assure bike riding conditions that are safer and better for everyone. We are honored that Trek and Trek Factory Racing are supporting us big-time as we embark on this new chapter of our mission.” Brandon Buth, Trek’s Advocacy Manager, added, “Trek Factory Racing is partnering with PeopleForBikes for one clear, simple reason: to unite 1 million individual supporters of cycling. We’re confident that reaching the 1 million supporter milestone will give
cycling an unprecedented amount of credibility, clout, and momentum.” While some teams have sported the logos in the U.S. over the last three years, this is the first time the program will be sent overseas – and to a major event with such an illustrious team. It also marks the first time a pro team has donated sponsorship space to a cycling non-profit. And this is certainly no token act – on the contrary it’s a highly valuable sponPresident of sorship. While wearing this little logo PeopleForBikes may not seem like much on the surface, Tim Blumenthal this prime, TV-camera-friendly space on a professional team’s jerseys can, in Trek’s words, effect “millions!” Especially a team with such international stars as Fabian Cancellara, Andy and Frank Schleck, and American up-and-comer Matthew Busche. Plus the riders are volunteering to tweet, talk and text their support for the non-profit. So when you see a Trek racer chatting up some other pro in the peloton, he just may be plugging PFB, which hopefully will then spread the good word to a whole new audience. “Trek encourages all professional racing teams, International star Fabian Cancellara as well as bike riders of all types and abilities, to supports the PeopleForBikes’ mission to make the world a better place to ride. adopt PeopleForBikes’ mission to make the world a better place to ride. Be heard. Join the movement today Buth added.” ■
JOIN PEOPLEFORBIKES + TREK FACTORY RACING IN MAKING RIDING BETTER FOR EVERYONE.
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B E S T P R AC T I C E S
ADVENTURE TRAVEL By William F. Kendy
In order to maintain our sanity we all need to take a vacation. That may mean traveling to a theme park, taking a cruise, booking a golf trip, lying on a beach, sightseeing or just goofing around the house. We all need some time off every once in a while to recharge our batteries. Package vacations or guided tours are nothing new. A person can go pretty much anywhere at any time and all are designed to fit interests, wants, needs and budgets. For those adventurous souls who have a passion for a specific outdoor activity, sport or even are into a social cause, there is “adventure travel”. Whether a person is a hiker/trecker, biker, backpacker, fisherman, hunter or into “active sports” like skiing (even “Heli Skiing”) or snowboarding there are very cool things to do. The Adventure Travel Trade Association (ATTA) serves more than 900 members in 80 countries worldwide and monitors and researches the adventure travel industry.
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As defined by the ATTA if a trip involves two of the following three characteristics it is an adventure travel excursion. Those characteristics are: Connection with Nature • Interaction with Culture • A Physical Activity. ATTA partnered with The George Washington University to conduct the ATTA Adventure Tourism Market Study; which was published in late 2013. The survey measured the outbound activity of North America, South America and Europe travelers. These areas account for approximately 70 percent of the world’s international departures. The study notes that adventure travelers were classified solely based on the activity they engaged in, not on the degree of difficulty or risk of their participation in that activity. Taking it a step further the study broke down adventure trips into three segments: soft, hard or non-adventure. Soft adventure trips include hiking, kayaking, rafting, hunting, fishing, volunteer tourism and archaeological expeditions. Hard adventures cover caving, climbing, kite surfing, trekking, heli-skiing and paragliding. Non-adventure trips encompass things like cultural activities, getting to know the locals, walking tours or visiting historical sites. The survey focused on soft and hard trips.
The Study Revealed: »»
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Growth in the adventure travel market has grown 65 percent since 2009. The estimated value of the global outbound adventure travel market was approximately $263 billion, excluding airfare. Sales of related gear, apparel and accessories for trips was estimated at $82 billion, which means that adventure travelers spent more than $345 billion on their excursions. Adventure travelers are younger than non-adventure travelers, with an average age of 36. The average length of a soft adventure trip was ten days in 2012 compared to eight days in 2009. The top five brands recognized by adventure travelers were Timberland, 65 percent; Quicksilver, 44 percent; GoreTex, 35 percent; North Face, 34 percent; and Salomon, 25 percent. From a demographic perspective, the majority of adventure travelers are male, 57 percent, and single/never married, 48 percent compared to 43 percent currently married. Thirty seven percent of them have a four-year degree and the average income is $46,800.
“The adventure travel industry is growing very quickly and it is one of the fastest growing segments in the market place,” said REI Adventure Manager of Program Development and Operations Justin Wood. “We’ve offered travel opportunities and services for over 28 years as a co-op member benefit and it is an easy way for members to get away and enjoy the outdoors.” According to Wood part of the reason the REI outdoor adventure category is expanding is because taking an adventure trip is more than just loading up your bike and picking up a pack or fishing rod and heading out. It can be complicated. Having one source to deal with that organizes the trip, provides a guide and handles the logistics and details can help participants have an adventure that is more immersive, matched to meet their physical and skill level and culturally rich without a lot of hassle. “In the 80’s we saw a groundswell of interest for us to offer trips appealing to a wide range of age groups, skill levels and interests looking for outdoor experiences,” said Wood. “In response, we offer a wide range of trips that focus on outdoor interests for all age groups, including kids, parents, grandparents, families at different levels all over the world.”
Who Is Going Where and Doing What?
“We’ve found that North Americans like to go to South America and Europeans like to go to Africa,” said ATTA North America/Oceania Executive Director Chris ‘Chez’ Chesak. “Namibia is now a top choice for travelers who traditionally would have gone to South Africa,” said Chesak. “Chile is getting a lot of interest. It is safe, has a great infrastructure, good economy and offers a diversity of adventures from fly fishing to alpine skiing and mountain climbing.” “In North America Quebec is very popular offering fantastic polar bear and other wildlife watching and other outdoor-related activities,” added Chesak. “Destinations like the Galapagos Islands are popular and provide a level of comfort.” While Chesak said that the boomers are still the heart of the adventure travel market, partly because they have the time and income to devote to adventure trips, more millennials and matures are entering the market. “We’re finding that millinneals want to have life experiences and are not as concerned as other generations about doing things in the traditional way,” said Chesak. “In additional we see an increase in inter-generational travel where matures want to be included in these trips.”
SUP Tour of Marco Island Photo courtesy Naples, Marco Island, Everglades Convention & Visitors Bureau
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What’s Hot at REI?
“Boomers are generally well traveled and are now going to Europe, Latin America, American national parks and places like Patagonia and the Galapagos Islands and want to get off the beaten path,” said Wood. “Generation Xs and younger people seem to be into multi-activity trips that include things like mountain biking, kayaking, paddle boarding, skiing, backpacking, hiking and trekking, and biking and touring that offer blended action in different destinations but yet are affordable.” “Paddle sports, whitewater programs and even snowshoeing are generating a lot of interest,” said Wood. Not all adventure travel is based on high physical action endeavors. While those trips are technically classified by ATTA as “non-adventure” trips they still are in the adventure travel category and draw interest. For those people who want an outdoor experience and have an affinity for a social cause, REI offers volunteer travel programs. “We offer programs for those people interested in volunteerism and are interested in having a personal meaningful trip,” said Wood. “We offer trail and habitat restorations’ programs in the U.S. Virgin Islands, Yosemite, Torres del Paine in Chili and Mach Picchu in Peru.”
Loen Lake in Fjord, Norway Photo courtesy Adventure Travel Trade Associates and Terje Rakke
Hunt and Fish
Through Cabala’s Outdoor Adventures Program a customer can book fishing and hunting excursions in North America, Africa, South America and Europe. They cover the waterfront from fishing for halibut and salmon in Alaska to shooting doves and ducks in Mexico to hunting red stag in New Zealand. Cabala’s can put a customer in touch with a guide, book the trip and, through their in-house travel agency, help secure transportation. In addition, for hunters, the Cabela’s “TAGS” program offers assistance in securing the appropriate licenses from states and other countries. Not all adventure trips need to involve extensive travel or multiple days. L.L. Bean offers an array of fly fishing, shooting, biking, canoeing, kayaking and paddleboarding opportunities. Most of their outings are only one day long and within driving distance but still offer customers the opportunity to learn more about their sport, use some of the equipment they own and have fun. “Our adventure trips exist primarily as a branding tool and a way to empower people and get them into the outdoors and allow them to successfully use products,” said L.L. Bean spokesperson Mac McKeever. “We put about 100,000 people through our programs every year.” Some of the L.L. Bean events are free with most available at a moderate price. Their “Discovery” programs are basic day-long introductory courses covering subjects like sporting clays shooting, kayaking, paddleboarding, fly fishing and even snowshoeing. 12 SGBWeekly.com | JULY 28, 2014
L.B. Bean does offer multi-day trips that blend a couple of different interests including their bike and paddleboard trip, island kayak and camping outing and bike and paddleboard trips. That blending of interests in adventure trips can take on some different wrinkles. While it sounds like a combination of opposites, extreme skiers and snowboarders are embracing flyfishing. “Extreme athletes get the rush by coming off the side of a mountain and then relax and chill out in nature in a different emotional way by fly fishing,” said Chesak. “That type of trip appeals to the members of the younger generation who want an action and wilderness type experience and have an appetite for a wide range of adventures.” Austin Adventures is a 40-year-old travel agency in Billings, MT that specializes in luxury adventure travel vacations worldwide. Their vacations range from hiking, biking, paddling, wine tasting, safaris and multi-sport options all tailored to small groups with a six-person for each guide ratio. “We are a small group of active adventure lovers and we offer all inclusive luxury adventure packages,” said President and Founder Dan Austin. “We offer trips for adults and family trips that are custom built around different physical capabilities and interests.” Over the years, Austin has seen a change in the traditional vacation concept and a steady increase in the awareness of adventure travel. “We are seeing a tendency for less and less people wanting to take a cruise or sit on a beach under an umbrella and drink maitais,” said Austin. “They want to move around and burn calories, do different things, and have different experiences.” To that end Austin also offers multi-sport getaways. For example, you can spend six days in Yellowstone hiking, biking, horseback riding and rafting or seven days in the Arenal rainforest in Costa Rica hiking, rafting, birding and surfing. “We have been offering multi-sport packages since 1995,” said Austin. “In a six day trip we may incorporate hiking, rafting, biking and touring to make sure there is something for everyone.” “We’ve found that outdoor adventures are a good way for us to project and differentiate our brand in action and it offers us the opportunity to talk the talk and walk the walk," said McKeever. ■
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SPRING 2015
TRAVEL WEAR TRENDS It's all about Fashion, Fit and Function By Scott Boulbol
T
ravel means movement. No great revelation there, except when you consider that travel wear – especially men’s – often does not offer the movement travelers need to stay comfortable while on the go. And when it does, it has historically meant loose-fitting, flowing, and often unflattering garments – especially in today’s world of fashion where fit is king. But travelers are also out in the elements often, and may need to go straight from a bus ride to dinner and a show. So among the key trends continuing into Spring 2015 will include designing some level of stretch into apparel, not something entirely new for women’s apparel, but definitely a new direction for men’s apparel. This allows both lines to sport a more modern, tailored fit while still allowing for the active lifestyle travelers enjoy. But this will not mean a compromise in fashionable looks. On the contrary, with an element of stretch, designers are also free to create more crossover pieces that work great on the move or out on the town, which fits neatly into another 14 SGBWeekly.com | JULY 28, 2014
trend the industry has seen over recent years. With or without stretch, no longer is travel wear so easily discernable as such, when seen out in the street. Brands are more commonly creating fashion pieces that also happen to feature travel wear tech. Visually these pieces look more like something you’d see in urban America (Rome?) than on safari in the Kalahari. All of this while maintaining basic travel wears functions like breathability, durability and sun protection. Mountain Khakis embraces all of the above in its expanded Spring 2015 travel collection. “One angle and trend we are applying ourselves to is stretch for men,” explained Noah Robertson, co-founder/ director of product development. “We believe – and our male customers confirm – they see the benefits of stretch for the active everyday [and travel] lifestyle. It allows for better athletic/slimmer fits while also giving men the freedom of movement they desire.
Photo courtesy Mountain Khakis
Mountain Khakis Men's Skiff Shirt, Cruiser Pants and Shorts
The Men's Skiff Shirt, $100, is a great example. The top is 86 percent nylon with 14 percent spandex allowing for four-way stretch. It’s lightweight, with 30+ UPF while remaining quick drying and well ventilated in the back and front yokes. But the subtle plaid design could fit well in even the most hipster coffee shops and cafes. The Cruiser Pants and Shorts, $95 and $75, available in men’s and women’s, also offer significant stretch, with a smooth drape, constructed from 91 percent nylon and 9 percent spandex. The pants – what Mountai Khakis calls the next generation of their popular Equatorial and Granite Creek models – look more like a classic Chino than a typical travel pant, but also offers UPF protection and is water resistant. It's our belief the customer doesn't need to change out of something they have been wearing to travel in, but rather it's about feeling confident and comfortable in what they’re wearing right from the start of the day,” added Robertson. “So, after an adventurous/active day, go out to a nice dinner or a night on the town and don't feel the need to have to always change to address the atmosphere.”
ExOfficio sees the same need for stretch and fashion-meets-function. “Outdoor apparel is made to last and be durable, but it doesn’t mean that it has to be rough and rigid. Also, slimmer fits are influencing apparel in outdoor lifestyle. Consumers are looking for apparel that will serve them in multiple environments,” said Product Line Manager, Kylene Wolfe. She added that they’ve also focused on optimizing seam and pocket placement for the best combination of comfort and function, especially under travel conditions, like wearing a backpack. Plus they’ve taken the temperature-regulation part a step further, borrowing cutting-edge technology from the athletic apparel world. Their Sol Cool fabric uses active cooling technology – the fabric actually cools down when in contact ExOfficio Triflex Hybrid with sweat – through Shirt the incorporation of Xylitol into the weave. This is similar to the chemical found in mint chewing gum that cools your mouth when chewed. Their Triflex Hybrid Shirt, $95, and Sol Cool Ultimate Hoody, $75, both available in men’s and women’s, use this Icefil cooling technology, along with other travel features. The Classic Button-Down Shirt, which will be new in Spring 2015, has stretch side and back panels for mobility and cooling, zip pocket and a three-way button collar. A snap front
ExOfficio Sol Cool Ultimate Hoody
makes for easy on/off or venting. The lightweight hoody, which can be worn as a shirt or a jacket, also features the Icefil fabric, and adds 50+ UPF sun protection. For Spring 2015 Moutain Khakis be offering more colorways for this piece. The folks at travel wear specialists Royal Robbins seek the same functionality, but they’ve focused more on integrating necessary tech features more organically into the designs, rather than relying on flaps or zippers, etc. JULY 28, 2014 | SGBWeekly.com
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Royal Robbins Diablo Long-Sleeve Shirt
“Designing ventilation into outdoor products has been a cornerstone feature in the active and travel market since its inception. Mostly realized historically through cape ventilation and zipper venting,” said Monica Smith, creative director. “But the market has been trending toward bridging performance functionality with lifestyle looks over the past several years. In doing so designing fabrics that have this inherent in them is one approach,” added Smith. For Spring 2015, their men's Diablo Long- and Short-Sleeve Shirts. $78, $68, styles are a good example: They employ micro-perforation; which allows for a relatively solid appearing surface, while having a mesh-like breathability. Thus they function like traditional travel pieces but look like a lifestyle piece. And their woman's equivalent is their Breeze Thru Tank, $48, which employs another recent trend – taking classic natural fibers and improving their technical performance, whether through blending or otherwise treating them. For this line they blend 16 SGBWeekly.com | JULY 28, 2014
cotton and polyester, and apply a process where the cotton content is extracted in designated areas. “This process,” said Smith “creates a tonal pattern effect and a shearer surface where the cotton has been removed, increased airflow with a subtle pattern appearance.” Bluesmiths, who previRoyal Robbins Diablo Short-Sleeve Shirt ously made a name for itself as a watersport brand, has found a niche in the travel market with a new technology that they say has become a big hit with travelers. They treat the garments with Schoeller’s Nanosphere technology, for maximum repellency of water, dirt, or whatever else one’s travels may throw at them. “Normally, impregnated textiles have a smooth surface which offers dirt a large contact area to which it can easily adhere,” said Schoeller’s literature. “With the Nanosphere finish, on the other hand, a structured surface is created: This ‘hilly’ surface offers little onto which water, dirt and substances of any kind can adhere. They simply run off or can easily be rinsed off with a little water.” Bluesmiths calls this “the most robust DWR coating in the marketplace that makes the garments repel water, dirt, oil, wine and more. In addition, the shirts have built in UPF 40 sun protection. Originally designed for watersports, the shirts have become a huge hit with adventure travelers for Bluesmiths Kanaha Long-Sleeve Shirt and the Lane Short-Sleeve Shirt their self-cleaning properties.” The Kanaha Long-Sleeve Version Tee, $90, and the Short-Sleeve Lane Shirt, $75, have a classic sporty look. And in keeping with the trend toward more fashionable aesthetics, later this year, and new for Spring 2015, will be the addition of more fashion-forward polo shirts, tees and shorts like the men's Wailea Hydrophobic Polo Shirt. ■
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