Outdoor brands explore new and improved verticals
By Jessica Robe
With competition increasing from sports and fashion players, legacy outdoor brands are hedging bets on untapped audiences. Explore how three brands look to unlock potential with targeted collections and new category launches.
Key takeaways
- Expansion, product development and market penetration appear key, with brands looking to appeal to new sporting disciplines and consumer groups.
- Biking verticals are gaining traction with outdoor players, particularly in disciplines such as bikepacking, trail and mountain biking, where outdoor expertise and technical prowess is transferable.
- Elsewhere, outdoor womenswear continues to show promise, as Peak Performance delivers a style-conscious yet technical clothing system under its Trailblazer range.
The outdoor industry appears on rocky ground. Last year prominent state-side show, Outdoor Retailer, announced it would be transitioning its biannual trade show into a consolidated June date.
In Europe, the European Outdoor Group and Messe München announced the cancellation of Outdoor by ISPO in February (2025) – a decision taken in response to falling short of ambitious visitor growth targets. ISPO’s renewed show concept, supposedly geared around industry needs, appears to have failed to attract the numbers.
Looking to brands, many are struggling against economic turbulence, an evolving tariff landscape and even climate change: increasingly extreme seasons perhaps adding further volatility to the demand for sport-specific outdoor goods.
Amidst the challenges, we take a look at recent developments and launches from across the market to assess how brands are pivoting towards
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