News Article

Young Adults Forgotten Generation in Outdoor Wear

Shows & Events

FRIEDRICHSHAFEN, Germany – The OutDoor Show, taking place from Thursday 11 July to Sunday 14 July in Friedrichshafen, will be presenting new, younger collections from several different brands. Main reason: young adults are a forgotten generation for outdoor apparel.

Young Adults Forgotten Generation in Outdoor Wear
The Friedrichshafen OutDoor Show, taking place from Thursday 11 July to Sunday 14 July, will be presenting new, younger collections from several different brands. - Photo Outdoor

“For many years, ‘classic outdoor’ activities such as hiking and mountain-climbing were not very attractive to the broader majority of the younger target audience. Certainly, the rather classic, sometimes quite conservatively-styled products that tended to be available contributed to this,” says Marc Fisher, Head of Outdoor at Adidas, describing the challenge posed by that young consumers.

Dynamic outdoor activities

“Young outdoor athletes have their own ideas and have developed some very dynamic outdoor activities, as reflected in trendy sports like bouldering, climbing, freeriding and mountain biking,” Fischer explains. “Adidas is responding with its young, colorful, athletic Terrex and Everyday Outdoor collections.”

Separation into kids and youth

Competitor Jack Wolfskin also has the younger generation in its sights for the 2014 season. “Until now, we haven’t explicitly appealed to that target group. The separation of our collection into Kids Outdoor and Outdoor Youth makes it possible to specifically appeal to and work more closely with this audience”, explains Thomas Zimmerling, head of marketing. “This is a new experience for Jack Wolfskin. The themes that appeal most to younger outdoor enthusiasts are exactly the ones which diverge from our classics.”

With their Active Trail collection, Germany’s market leaders have already taken the first step, which is now being followed by the second step, just in time for the 20th OutDoor: the Outdoor Youth collection, with a more specific, targeted appeal to a younger audience.

OutDoor 2013

The OutDoor 2013 will be open from Thursday, 11 July until Sunday, 14 July, to trade visitors only (Thursday to Saturday 9 a.m. to 6 p.m. and Sunday 9 a.m. to 5 p.m.) More information is available at www.outdoor-show.com.

Comment on this article