The attention economy, of blogs and (other) social media, of fast fashion and tech, thrives ever more on speed.
The Sped-Up World
Suunto having announced their new Spartan (Ultra and Sport) collection, thus, has everyone wanting to know everything about it already.
This, even though the devices are only coming on the market in August, will need weeks of testing to really get to an informed opinion, given all their focus on training progress over time – and then the Spartan Ultra is due to get major features, including for the same training progress display(s), only in September.
The OutDoor Friedrichshafen only just took place again, and it is one big celebration of novelty that drives attention that drives the market, with the spring/summer 2017 season already in company and trade sights.
Bloggers and (other) social media influencers, of course, are both driven by and driving these trends yet further.
The Not-So-Fed-Up World
Or so, forcing us all into ever-faster news cycles, it all felt while I was caught up in my own ardent desire to put the new Suunto Spartan Ultra through its paces, if only I could get it before I leave for China.
That is only one side of modern geeky and consumer life, however.
Taking a step back to remember that all those new things are there not just to drive sales, but also to help make life a bit more interesting and the outdoors more enjoyable, however, there were great talks to be had.
All the more so as the Friedrichshafen Fair had come around to seeing value in bloggers and worked with the (German) Outdoor Bloggers Network this year, actively bringing them – us – into the fold.
(Funnily, I still have the problem that my being based in Austria makes most companies’ PR people say that I’ll have to work with the Austrian PR teams – but since I blog and vlog in English, I tend to be of no interest to the PR people who are there to serve the Austrian, German-speaking, market…)
With talks not just with other bloggers but also with sales and PR people of outdoors companies, not just about the new things but also about their experiences and interests, it all got even more enjoyable. Even the new things…
Suunto wasn’t really present at the fair, but there were some company representatives to be found, so I managed to wrangle a Spartan Ultra (still only a sales sample) from one of them and finally get it on my wrist.
To me, compared with the Kailash, the fit is great and the display indeed looks promising. Let’s see how it holds up in actual use, whenever I can get to looking at that…
Arc’teryx continues to be near-impossible to work with for a small (and not only outdoors) blogger like me, but also to produce innovative and interesting gear, with an attention to detail and function that is very alluring.
Next up in that, an expansion of their footwear into mountain trail running with the Norvan VT shoe, and the return of a Bora backpack with a new “Rotoglide” hipbelt system that promises great things:
Those will be available in men’s and women’s and in standard or Gore-Tex, by the way.
Oh: Their updated everyday/commuter collection is not to be underestimated. Stretch jeans with stylish looks, but also reflector patches that can be folded out or tucked away and a cut and material made for bike commutes, a women’s blazer that closes without a zipper, yet enough to protect against wind and water, and opens to look like a modern take on a standard blazer. – Looks like some of the ideas and approaches of the Veilance line are starting to influence the everyday wear…
Salomon will of course expand and update its collection of shoes yet further, e.g. adding an XA Enduro trail running shoe that is like a summer version of the XA Alpine (to be) introduced for winter. It, too, will feature an integrated gaiter, just in a lower and lighter form made for the summer.
For trail runners, Montane’s VIA series running packs will add a 15 liter model; they still continue with their major models (which I find commendable) but are set to bring out another version of their Minimus jacket in stretch Pertex Shield. Fully waterproof, yet stretchy; I would like to see how well that works and fits…
With OR, the major news came in the form of a new jacket with electrospun yarn that is said to be more breathable, yet still waterproof, and with waterproof mid-volume backpacks. Not the worst idea, if rather specialized.
Here, too, I am most happy to see that it’s not all just about new things.
The Helium II jackets were still being celebrated (rightly so, I’d say), and attention was put on the Active Ice products some of which I have been using since last year and should finally review.
Strange only, especially in this context, that the Europe team of OR didn’t seem to know anything about a Polartec Delta shirt that is due to come out, which was mentioned in a press release about this new “cooling platform” from Polartec…
Then again, I asked about that material at the Polartec booth, and they knew about it but also didn’t have it with them.
Not exactly what I typically focus on, given the “anti-travel” writing I sometimes publish, but what interested me most about Fjällräven’s news is that they will be bringing their Fjällräven Classic events to the USA and Hong Kong next.
Hong Kong is exhausting, but just about the most amazing place for hiking and trail running experiences that I know. (And in fact, the last few days of the upcoming trip to China will be spent in Hong Kong.)
After the introduction of Black Yak’s first European winter collection, now Europe also got a look at their first summer offering – and of course, they will continue in style and with what looks to be insanely good quality.
I’ll admit, I am also fascinated simply because this is one of the first forays of an Asian company onto the ‘Western’ market, which is very interesting in terms of marketing and access. That said, the looks and details are quite convincing, and I hope to put some of their products through their paces starting later this year.
The North Face
Even TNF is going maximal when it comes to running shoes, and I’m still not convinced by that. Still, more choices here aren’t a bad thing.
Main game in town: We got a sneak preview of the upcoming The North Face Summit Series collection. Nothing we would have been permitted to show, but let’s just say: They really want to relaunch the Summit Series as the top-end, as it was originally intended. And lots of concern are going into not letting this collection be watered down into too many items worn more by hip-hop stars than alpinists this time around.
And lots more…
I could easily go on like this for a while yet, but I’m on the jump to the airport for 3 weeks in China. So, let me just wish you a nice summer, leave you with the few more impressions from the OutDoor Friedrichshafen 2016 above, and promise there’s more to come ;)