Every January loads of Jackson Hole outdoor industry peeps head to OR in nearby-enough downtown Salt Lake City. Outdoor Retailer houses all the gear, equipment and outerwear under the sun in one big convention center and is a bi-annual mecca for big and burgeoning brands to get in front of a select group of buyers, editors and gear gurus. It’s a heck of a fun time too, especially with beer-infused presentations and fabulous parties.
The North Face lead the innovation charge with a usual gusto and roll-out of gear for all-things-outdoor. Favorites like The Thermoball were hot and while specific pieces are pervasively front and center, this year The North Face shakes it up with the introduction of an inspired line for athletes-in-training. Mountain Athletics, launching officially in Spring 2014, outfits outdoor enthusiasts from expert to off-the-couch with a new line of apparel for essential sport-specific training.
Mountain Athletics was presented by a familiar local face. The North Face Athlete Kit DesLauriers is training in the new threads at Jackson Hole’s Mountain Athlete. Kit is mentoring a local and regular 9-5 guy in Jackson looking to improve strength and stamina with an in-depth, multi-discipline training approach in the hopes of reaching higher peaks in the Tetons this spring.
Other exciting highlights included the official unveiling of The North Face US Freeskiing uniforms for Sochi-bound athletes. The outfits prove that the brands placement at the top of industry trends. This years Winter Olympics marks the introduction of Freeskiing to the tradition and The North Face is the official sponsor.
With the recent announcement of the roster and athletes bound for Russia, the accompanying North Face message of ‘Rebel Americana’ inspires a timely readiness for celebrating athleticism at home and abroad. From Jackson Hole to SLC to Sochi, it’s an exciting time for winter outdoor.