Shifting Outdoors


I’ve been talking about getting “outsidey” since the summer Outdoor Retailer Show, thanks to Frank Hugelmeyer, president of the Outdoor Industry Association. As predicted, a lot more people are talking about it, too. They are talking about when it comes to fitness, food, fashion, furniture and other categories that touch our everyday, indoor lifestyles. This brings great opportunity to the outdoor industry. It’s time to start thinking about how our brands can make a cultural difference. 

There were some major shifts noticed at the Outdoor Retailer show, January 22–25, 2014 in Salt Lake City. 

It’s in the Weave
Outdoor fabric is going both more natural and high-tech at the same time. Fashion took a cue from fitness years ago with the introduction of technologies that wick moisture, cool you down or warm you up. Now, outdoor is taking its cue from fashion. Pow is making gloves of goat leather and Minus33, a division of L.W. Packard, brings the quality of natural Merino Wool to outdoor enthusiast. 

Meanwhile, Celliant, a scientifically tested textile technology, is being added to more fashion items and accessories to do even more. It’s the first and only fabric that actually recycles your body’s energy. Just as infrared saunas are proven to have positive effects on the body, the fabric does, as well, including increased circulation, increased tissue oxygen levels and body temperature regulation. It can even help with muscle stiffness, soreness and swelling. The healing minerals are already sewn directly into the weave of the fabric so it can’t wash out. A new ski jacket stuffed with allied feathers and covered in Celliant Fabric makes it product of the year. Move over HeatTech! 

I’m grateful to see that so many companies are focusing on the look and feel of fabric in addition to its characteristics. Tasc Performance did a great job of solving the polyester problem with soft and strong bamboo fabric that makes moving feel better. 

I also loved all the traditional designer looks built for brutal outdoor accommodations like the coats and jackets from Good Shot and Filson. I’m impressed with Mountain Khakis, which are built for basecamp, but look sleek enough for the boardroom. 

I’m thrilled to see more SPF protection across the board and hope this continues to make its way into every style of fashion. 


Keeping Track and Giving Back
Everything is traceable and traceable now. GlobalStar introduced several tracking devices so you can beat your best. Performance is not all that’s being tracked now. Brands in this category are showing more transparency, which every industry should start doing more of. MiiR showed an impact bracelet that allows you to track water wells built with supportyour purchase. Icebreakers has a "BaaCode" that shows you the sheep who made your great-looking apparel. Sole collected cork from Whole Foods Markets and other retailers to make its footbeds and sandals. Coalatee does a fantastic job of building a happy and sustainable business. There are a lot of new certifications like Oliberté's first free trade certified shoe factory.

I was thrilled to see that any company that was touting "Made in America." I hope this industry keeps up the effort and support our great domesticity.


Focus on Feet
Footbed construction is finally getting more attention in and out of shoes. Sole makes customizable footbed a reality without orthopedics so everyone can benefit from walking in the perfect fit.

Jambu makes shoes to better handle icy, slippery conditions. If you want to take walking in winter one step further, Tubbs has snow shoes great for urban snowshoeing. SnowXu even has collapsible snow shoes. 

For warmer months, Luna Sandals by Barefoot Ted makes open footwear with extra secure strapping for the trail or the street. 


Inventive Fun and Safety
I would love to try out Brand 44 Colorado’s Slackers Zipline the next time I’m in a backyard big enough to swoosh through.  

I can’t wait to zip around New York in a new laptop vehicle – a personal portableelectric device that drives like a cross between rollerblades and a unicycle.

If you want a little lift, you can always take a hit of Oxygen Plus (O+) portable, recreational canned oxygen flavors. 

You might also want to carry some healing tape and ice towels that Mueller introduced in case of emergency. 


Traveling Light
When you’re outdoors, you are on the go. And when you're on the go, you need a little help carrying your belongings and items needed to get by. 

Condensed accessories seem to be the way to go. The Bubi Bottle "scrunches" and rolls up to 1/3 of its size when not in use. Popticals compact sunglasses at night. 

When it comes to survival food, the most delicious snack is Salmon Jerkey that comes in three flavors from Brooklyn Acme.  

PacSafe luggage has anti-theft locks that protect your valuables as you get from one place to the next.  


A Balanced Lifestyle
We try to get outdoors as much as possible, but a balanced lifestyle isn’t just about making time for business and pleasure. Ski racer Louis Stack, creator of the Active Office, spent 30 years promoting balance and is bringing his balancing act indoor and out with a collection of new balancing products from FitterFirst.  

A trend that we would be remiss without mentioning is avalanche safety and the ramifications of that.  There is a lot of new equipment out there but manufactures must be responsible in making consumers aware that avalanches kill people every year and equipment might save lives but even if they are responsible, the very best equipment might not be enough. 

So explore and get out there but bed educated, have good equipment and be very responsible.


About the Author

Nancy Trent is the founder and president of Trent & Company, Inc., a global marketing communications firm that is focused on healthy lifestyles. A former journalist for New York magazine and seasoned PR veteran, Nancy’s firm specializes in developing innovative, effective awareness-building campaigns for companies  that are ready to take their businesses to the next level. Staffed by a team of former journalists and PR veterans who think strategically and act proactively, her organization serves as an idea factory, generating 

story ideas for the media, and sales, marketing and promotion ideas to build clients’ revenue streams. Working with industry pioneers and promising start-ups, Nancy and her team of experienced professionals create trends that are often ahead of the curve and generate media coverage for clients at the grass roots, regional, national and international levels.  She is the author of seven books, serves on the editorial boards of influential trade publications, and regularly speaks at major conferences and trade shows around the world. Nancy can be reached at (212) 966-0024 or through e-mail at You may also visit or her blog The Trent TrendSpotter at


Published in WholeFoods Magazine Online, 2/13/14


Previous articleExpo West 2014 Advertiser Booths
Next articleAd Index: March 2014
Nancy Trent
Nancy Trent is a writer and speaker, a lifelong health advocate, a globe-trotting trend watcher and the founder and president of Trent & Company, a New York-based marketing communications firm with an office in Los Angeles. Trent & Company, which launched many fitness brands, grew out of Nancy’s personal commitment to helping people live longer and healthier lives. A former journalist for New York magazine, Nancy has written seven books on healthy lifestyles, serves on the editorial boards of several magazines and travels around the world speaking at conferences and trade shows on trends in the marketplace. She is a recognized expert in PR with more than 30 years of experience creating and managing highly successful campaigns. Nancy can be reached at (212) 966-0024 or through e-mail at You may also visit


  1. The various situations that

    The various situations that we never even heard of. Really love these kinda articles.

  2. Mueller Sports Medicine was
    Mueller Sports Medicine was showing their Kinesiology Tape, not exactly healing tape! Kinesiology Tape features a unique weave design adhesive meant to mimic the muscles in the human body. By applying it correctly, Kinesiology Tape can help reduce pain and swelling leading to faster recovery from injuries.

  3. I enjoyed your review of OR
    I enjoyed your review of OR winter very much. I enjoyed meeting you in person even more at the show. You bring up some great Brands in your coverage of the show and I just have to say that the healthier our “outsidey” customers stay the more gear they buy and time they spend in the great outdoors.

    Given most of us make or money indoors at a desks, lets keep that environment active and healthy too. The Active Office is key and an exploding concept that lets us all include balance and stability activities in our daily work routine. Fitterfirst is leading this paradigm shift with great affordable products that have been proven in clinics, clubs and Olympic venues since 1985. Remember…..Work, Life, Balance!

  4. I always care a lot about my

    I always care a lot about my diet and fitness. Because of my over weight i need to do this the whole time. Not to use too much sugar and run a lot. But i want to have a well shape body and i am eager and hopeful too.

  5. I’m interested in your blog
    I’m interested in your blog and wish to write one blog post, Send me an email if you are willing to shared some interesting and worth cost info, thank you. fjackets ride along

  6. Thanks for the great post
    Thanks for the great post here with a cool subject. I like your blogs writing so much because got to learn about a variety of subjects. The recent article is really impressive. I looked forward to more.

  7. Thanks for sharing new things
    Thanks for sharing new things on this topic. After visiting and read your post, I love learning moiré on this subject along with discussion. Truly wise writing and appreciate your sharing this one.

  8. The information flow keeps
    The information flow keeps sturdier and I would get advantage from this great information. Thanks for sharing

  9. Interesting topic for a blog.
    Interesting topic for a blog. You have added to my significant based for observing the reality. Just shared this with my friends because I know that’s right.

  10. Great examine up! This

    Great examine up! This article is a good reference to actually enjoy the reading and usually very helpful. Superb experience! 

  11. This post is very amazing for me. I read this post and shared this with my family member. Thanks for this nice post keep it up.

  12. You have composed an awesome bit of substance. This is brimming with one of a kind and helpful data, I am totally excited with your blogging aptitudes, and this blog is composed pleasantly and effectively. I might want to invest more energy in your site in future, bookmarked your site and profile will get you soon. Much obliged for time and endeavors for sharing this , you have made a remarkable showing with regards to.

  13. Great information, I will tweet to my friends to get them to check it out. keep it up. Thanks for sharing!

  14. Bro I must say you website is Super awesome. Great layout and awesome content. Really like the way you are. Thanks for sharing.

  15. Interesting article! Thank you for sharing them! I hope you will continue to have similar posts to share with everyone.

  16. Thanks for sharing such an informative post. I think posting such information really helps others and according to my experience this couldn’t go any better. Here is something that might be of interest to everyone.


Please enter your comment!
Please enter your name here