Outdoor Retailer PostShow - Summer 2019 - 8

Pulse
S N O W

THE

P O R T R A I T S

B I G

P I C T U R E

M A R K E T I N G

Shine a Light

The night's big reveal at the 2019 Inspiration Awards: Longtime
event organizer Greg Thomsen was presented with a Lifetime
Achievement Award. By Bevin Wallace
GREG THOMSEN, THE OUTGOING

managing director of Adidas Outdoor and mastermind of the annual
Inspiration Awards, had no idea
he was on deck to win a Lifetime
Achievement Award at the very
event he organized. His emotional
response-there were tears-made
it clear that Outdoor Retailer had
pulled off a total surprise on the first
night of the Show. "It was ridiculous.
I had absolutely no idea. This was
one of the highlights of my entire
outdoor career," he said afterward.
With the award, Thomsen joins an
illustrious group of past winners
that includes Reinhold Messner,
Jeff Lowe, Kris Tompkins, Donna
Carpenter and Jake Burton Carpenter, and legendary Outside magazine founder, Larry Burke, who was
Thomsen's co-winner this year.
The ceremony was especially
poignant because of Thomsen's
long history with the event. "In
2010, when we were launching
Adidas Outdoor in the U.S, I knew
it was important to be immersed in
the community," he said. "I thought
about an Academy Awards-type
event but wanted to make it about
rewarding those who are helping
the industry grow."
"In addition to bringing the
industry together, the awards are
about shining a light on people
and companies who may not get

as much attention," Thomsen said.
"Sometimes larger companies win,
but often it's smaller, less-known
groups." What they all have in
common is that they've brought real
change-and new people-to the
outdoor industry. Here's a rundown
on the rest of the night's winners:
The Individual of the Year Award
for 2019 went to Jenny Bruso,
a self-described "femme, queer,

/ SUMMER MARKET 2019

2 0 1 9

fat, mid-30s" hiker and founder
of Unlikely Hikers, a grassroots
initiative that aims to make the
outdoors more diverse and welcoming to people of different colors, gender identities, abilities, and
body shapes. After discovering the
healing powers of nature herself,
she created an Instagram account
(@unlikelyhikers) that now has
more than 63,000 followers. She

organizes group hikes for people
underrepresented in mainstream
outdoor culture to encourage them
to get outdoors.
Manufacturer of the Year,
Vericool, makes 100% recyclable
and biodegradable disposable coolers. The company hires formerly
incarcerated people to learn new
skills and help end the cycle of recidivism. "We want to be the home
of second chances, for the environment and our community," said
Adam Smith, Vericool's customer
service manager.
Retailer of the Year, Arrive,
brings a new model to gear ownership with its online gear rental
program, which allows consumers
to have gear sent to a particular

Greg Thomsen was
shocked by his Lifetime
Achievement Award.

S COT T M A R T I N

H E A D L I N E S

S H O W

Outdoor Retailer PostShow - Summer 2019

Table of Contents for the Digital Edition of Outdoor Retailer PostShow - Summer 2019