Outdoor Retailer - Summer 2020 - 33

Feature .02

Left page: (Clockwise from top left) Courtesy of Allied Down, Courtesy of HOKA, Courtesy of Outdoor Research, Courtesy of Dave Simpson, Courtesy of RZVs 4 MDs, Scott Martin. Right page: (From top) Courtesy Thousand, Courtesy of Hoka One One

WHEN COVID-19 LANDED IN ITALY, ONE OF THE FIRST AND HARDEST-HIT

countries outside of China, the hiking shoe company Salewa pivoted immediately from making its usual product to importing 16.5
million face masks and 550,000 medical gowns from China for
Italian doctors and nurses facing the Western Hemisphere's first
big breakout of the disease. Then it used its own leftover Gore-Tex
and Powertex fabrics to make thousands more washable and reusable medical gowns and face masks. Ever since, hundreds of
outdoor brands, retailers, organizations, athletes, and everyday
people have stepped up to help their fellow citizens deal with the
disruption and disease. Here is a collection of some of the best(and least-) known responders, all of whom have answered the call
for help in unique and impactful ways. The surprise is it's not surprising at all that our industry would respond like it has.
MANUFACTURERS

Hoka One One
Keeping an eye on underrepresented
populations most at risk
Hoka, creator of shoes with rocker that
makes running more comfortable, used its
multimillion-dollar might to get 5,000 pairs
of shoes to front-line workers through its
partnerships with retailers like UtahRUN.
And just as cool, Hoka's parent company,
Deckers, awarded a $125,000 grant to
Women's Economic Ventures, an organization aimed at empowering women business
owners and aspiring entrepreneurs to provide emergency financial assistance during
COVID-19, knowing, in global crisis, underrepresented populations (refugees, POC,
women, LGBTQIA+) are the most at risk.

Allied Feather & Down
Seeing a niche in the underserved and filling it
Best known for supplying down insulation to brands like Black Diamond, Helly
Hansen, Stio, and Arc'teryx, Allied Feather
& Down also has a bedding division in Los
Angeles. In early March, it started using its
premium cotton to make masks, to the tune
of 10,000 per day for front-line workers.
Equally impactful was the company's focus
on LA's vast homeless population, a community that often can't comply with stayat-home orders or wash hands frequently,

two of the most effective steps in stopping
the virus. In May, Allied started donating
masks to Union Rescue Mission's shelter.
As the need for and use of masks grows
exponentially as COVID-19 cases ramp
up again, Allied President Daniel Uretsky
says, "It's important we also do not lose
sight of creating solutions that are sustainable without negative impact on the environment. It's not a stretch to think that the
reliance on disposable masks will be the
next environmental catastrophe."

recreational cyclists with a larger mission: Get more people on bikes in order
to cut emissions. When the pandemic
hit, the company broadened its mission
to get helmets in the hands of delivery
folk and couriers risking their lives to
to keep essential products moving to
essential workers. "A helmet is a product folks rely on to potentially save their
lives while they do their jobs," says Gloria
Hwang, Thousand CEO and founder. So Thousand started the Courier
Care Program in March, which offers
a free Thousand Heritage bike helmet
to bike-delivery workers who simply
sent the company an email. As of today,
Thousand's program has protected the
heads of more than 200 essential bike
couriers delivering food and supplies
around the country.

Thousand
Protecting the heads and hearts of bike
couriers in urban areas hit by COVID-19
Women-owned Thousand makes sustainable bike helmets for couriers and
A FOOT FORWARD
Hoka One One's parent
company, Dekers, stimulated
COVID-19 relief via a
$125,000 grant to Women's
Economic Ventures.



Outdoor Retailer - Summer 2020

Table of Contents for the Digital Edition of Outdoor Retailer - Summer 2020

OUTDOOR RETAILER - SUMMER 2020
CONTENTS
THE PULSE
HEADLINES
RETAIL 101
MARKETING
GLOBAL PERSPECTIVE
CASE STUDY
IDEAS
FLOYD LANDIS
AMY HATCH
EMPLOYEE OF THE MON
RESEARCH
THE COVID-19 TIMELINE
HEROES IN CRISIS
ON BLACK JOY
BREAD+BUTTER
SUSTAINABILITY
HOT PICK
THE VIEW
HOW I GOT HERE
#SHOPLIFE
FROM THE ROAD
Outdoor Retailer - Summer 2020 - OUTDOOR RETAILER - SUMMER 2020
Outdoor Retailer - Summer 2020 - Cover2
Outdoor Retailer - Summer 2020 - 1
Outdoor Retailer - Summer 2020 - CONTENTS
Outdoor Retailer - Summer 2020 - 3
Outdoor Retailer - Summer 2020 - 4
Outdoor Retailer - Summer 2020 - 5
Outdoor Retailer - Summer 2020 - 6
Outdoor Retailer - Summer 2020 - THE PULSE
Outdoor Retailer - Summer 2020 - HEADLINES
Outdoor Retailer - Summer 2020 - 9
Outdoor Retailer - Summer 2020 - RETAIL 101
Outdoor Retailer - Summer 2020 - 11
Outdoor Retailer - Summer 2020 - MARKETING
Outdoor Retailer - Summer 2020 - 13
Outdoor Retailer - Summer 2020 - GLOBAL PERSPECTIVE
Outdoor Retailer - Summer 2020 - CASE STUDY
Outdoor Retailer - Summer 2020 - 16
Outdoor Retailer - Summer 2020 - 17
Outdoor Retailer - Summer 2020 - IDEAS
Outdoor Retailer - Summer 2020 - FLOYD LANDIS
Outdoor Retailer - Summer 2020 - AMY HATCH
Outdoor Retailer - Summer 2020 - EMPLOYEE OF THE MON
Outdoor Retailer - Summer 2020 - RESEARCH
Outdoor Retailer - Summer 2020 - 23
Outdoor Retailer - Summer 2020 - THE COVID-19 TIMELINE
Outdoor Retailer - Summer 2020 - 25
Outdoor Retailer - Summer 2020 - 26
Outdoor Retailer - Summer 2020 - 27
Outdoor Retailer - Summer 2020 - 28
Outdoor Retailer - Summer 2020 - 29
Outdoor Retailer - Summer 2020 - 30
Outdoor Retailer - Summer 2020 - 31
Outdoor Retailer - Summer 2020 - HEROES IN CRISIS
Outdoor Retailer - Summer 2020 - 33
Outdoor Retailer - Summer 2020 - 34
Outdoor Retailer - Summer 2020 - 35
Outdoor Retailer - Summer 2020 - 36
Outdoor Retailer - Summer 2020 - 37
Outdoor Retailer - Summer 2020 - ON BLACK JOY
Outdoor Retailer - Summer 2020 - 39
Outdoor Retailer - Summer 2020 - 40
Outdoor Retailer - Summer 2020 - 41
Outdoor Retailer - Summer 2020 - BREAD+BUTTER
Outdoor Retailer - Summer 2020 - 43
Outdoor Retailer - Summer 2020 - SUSTAINABILITY
Outdoor Retailer - Summer 2020 - 45
Outdoor Retailer - Summer 2020 - 46
Outdoor Retailer - Summer 2020 - 47
Outdoor Retailer - Summer 2020 - HOT PICK
Outdoor Retailer - Summer 2020 - 49
Outdoor Retailer - Summer 2020 - THE VIEW
Outdoor Retailer - Summer 2020 - 51
Outdoor Retailer - Summer 2020 - 52
Outdoor Retailer - Summer 2020 - 53
Outdoor Retailer - Summer 2020 - 54
Outdoor Retailer - Summer 2020 - 55
Outdoor Retailer - Summer 2020 - HOW I GOT HERE
Outdoor Retailer - Summer 2020 - 57
Outdoor Retailer - Summer 2020 - #SHOPLIFE
Outdoor Retailer - Summer 2020 - 59
Outdoor Retailer - Summer 2020 - FROM THE ROAD
Outdoor Retailer - Summer 2020 - 61
Outdoor Retailer - Summer 2020 - 62
Outdoor Retailer - Summer 2020 - 63
Outdoor Retailer - Summer 2020 - 64
Outdoor Retailer - Summer 2020 - Cover3
Outdoor Retailer - Summer 2020 - Cover4
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