The Weekly - May 19, 2020 - 7

CUTTING FROM
A NEW MOLD

After months of doubling down
on a solution approach to business, SOG has resurfaced.

Tentree sells
more than a
message.

COMBAT CARBON EMISSIONS

Easily offset your Netflix binges and avocado habits with this new
environmental initiative from Tentree.

F R O M TO P : CO U R T E SY B R O O K E F I F I E L D, CO U R T E SY S O G

When the sustainable apparel company Tentree was founded in
2012, it pledged to plant 1 billion trees by 2030 and offset carbon
emissions around the world. Now, with more than 42,500,000
trees planted, Tentree is launching a new web initiative, Climate+
(tentree.com/collections/go-climate-plus) to expand consumer
participation in carbon offsetting and plant more trees.
Designed to demystify the carbon-offsetting process, Climate+ is built into Tentree's website and offers lifestyle offset
"packages" for consumers to purchase, just as they'd buy a shirt
or jacket. The "Avocado Obsession," for example, costs $5 and
offsets the carbon emissions generated by eating one avocado
a day for a year. Have a pet? Offset 12 years of pet food for $23.
Take a long shower? Drink from a single-use plastic cup? Wake
up from a Netflix binge? Climate+ explains the math behind each
carbon calculation and pledges a corresponding number of trees
planted via its global partners.
Mimicking online shopping, "we've made lifestyle offsetting simple, and something that can become part of a routine,"
Tentree co-founder Derrick Emsley says. "The goal isn't to justify
living unsustainably, but, rather, inspire everyone to do their part
and help take steps to better our planet." -Emma Athena

COOL CASH
Igloo donates $203,794 to pandemic relief.
The cooler kings at Igloo decided cold cash could help battle COVID-19. The brand has been raising serious relief funds via the sale of
its iconic Playmate coolers, netting $203,794 as of May 12. $175,000
of that haul goes to the CDC Foundation, which is using it to procure PPE for health care workers in Houston and New Jersey, The
additional $28,794 comes from sales of the Guy Fieri "Flavortown"
Playmate and goes to the Restaurant Employee Relief Fund, which
provides grants to displaced workers in the restaurant industry. Fieri
promoted the sale and made sure all profits went to the fund.

It's not easy to break from
tradition, but, sometimes a
good future necessitates a
new direction-a philosophy
that longtime tactical knives
and tools manufacturer SOG
recently took to heart. Two
years ago, the company hit
the brakes on the widespread
production that was fueling
its sales through Walmart
and Amazon, and it shifted its
focus inward.
At the beginning of 2020,
after a year of internal development and redesign,
SOG rolled out a complete
brand refresh, in addition to a
completely new line of knives
and tools. With higher-quality

materials and more sophisticated designs, SOG is hoping
to elevate its consumer base,
targeting professional users
like soldiers and search-andrescue teams, as well as core
adventurers who want to be
as prepared as possible for
whatever outdoor missions lie
ahead.
One of the biggest takeaways from the redevelopment, says SOG CEO
Jonathan Wegner, was
understanding users' desire
for quality over quantity. Pivoting and rising to meet this
demand sparked the brand's
creativity, problem-solving,
and confidence-an experience that might be more desirable now than ever. "Work
out the problems first; then
create the framework for solutions," Wegner advises.
-E.A.

SOG's Aegis
AT knife

VIRTUAL PRESENTATION
Oberalp opens the doors for
its international convention.
For the first time, Italian group Oberlap-which owns popular brands
Dynafit and Salewa-will invite the
industry to its big rollout. The Oberalp Virtual Convention will bring
attendees 360° showroom tours and
live chats (with translations), all with
the central theme of Tomorrow's
Mountain Sports Pillar.
"This is the time and place where
our latest seasonal innovations and
news are revealed to the public for

the first time," says Drew Saunders,
U.S. country manager. "Faced with
the current situation, Oberalp has
quickly pivoted to a digital convention that will allow a global audience
of our retail partners, media, brand
fans, and end customers to join us
for this exciting event. It will be an
uplifting affair, and I am excited that
our Oberalp team has been able to
adapt and innovate to this new way
of living and working in such a short
time. We hope to see you there!"
The live event starts on Wednesday, May 20, at 5 p.m. CET. Join in
at convention.oberalp.com.

OUTDOOR RETAILER SUMMER 2020 / THE WEEKLY 7


https://sogknives.com/ https://www.tentree.com/collections/go-climate-plus https://www.igloocoolers.com/ http://convention.oberalp.com

The Weekly - May 19, 2020

Table of Contents for the Digital Edition of The Weekly - May 19, 2020

Contents
The Weekly - May 19, 2020 - Cover1
The Weekly - May 19, 2020 - Cover2
The Weekly - May 19, 2020 - Contents
The Weekly - May 19, 2020 - 4
The Weekly - May 19, 2020 - 5
The Weekly - May 19, 2020 - 6
The Weekly - May 19, 2020 - 7
The Weekly - May 19, 2020 - 8
The Weekly - May 19, 2020 - 9
The Weekly - May 19, 2020 - 10
The Weekly - May 19, 2020 - 11
The Weekly - May 19, 2020 - 12
The Weekly - May 19, 2020 - 13
The Weekly - May 19, 2020 - 14
The Weekly - May 19, 2020 - 15
The Weekly - May 19, 2020 - 16
The Weekly - May 19, 2020 - 17
The Weekly - May 19, 2020 - 18
The Weekly - May 19, 2020 - 19
The Weekly - May 19, 2020 - 20
The Weekly - May 19, 2020 - 21
The Weekly - May 19, 2020 - 22
The Weekly - May 19, 2020 - 23
https://www.nxtbook.com/emerald/outdoorretailer/2023Winter
https://www.nxtbook.com/emerald/outdoorretailer/2023summer
https://www.nxtbook.com/emerald/outdoorretailer/thedailyguidess23
https://www.nxtbook.com/emerald/outdoorretailer/dailySM2022_Day3
https://www.nxtbook.com/emerald/outdoorretailer/dailysm2022_Day2
https://www.nxtbook.com/emerald/outdoorretailer/dailySM2022_Day1
https://www.nxtbook.com/emerald/outdoorretailer/daily2022_Day3
https://www.nxtbook.com/emerald/outdoorretailer/daily2022_Day2
https://www.nxtbook.com/emerald/outdoorretailer/daily2022_Day1
https://www.nxtbook.com/emerald/outdoorretailer/daily2021_day3
https://www.nxtbook.com/emerald/outdoorretailer/daily2021_day2
https://www.nxtbook.com/emerald/outdoorretailer/daily2021_day1
https://www.nxtbook.com/emerald/outdoorretailer/outdoor-retailer-august-2021
https://www.nxtbook.com/emerald/outdoorretailer/outdoor-retailer-july-2021
https://www.nxtbook.com/emerald/outdoorretailer/outdoor-retailer-june-2021
https://www.nxtbook.com/emerald/outdoorretailer/may_2021
https://www.nxtbook.com/emerald/outdoorretailer/april_2021
https://www.nxtbook.com/nxtbooks/outdoorretailer/march_2021
https://www.nxtbook.com/nxtbooks/outdoorretailer/february_2021
https://www.nxtbook.com/nxtbooks/outdoorretailer/january_2021
https://www.nxtbook.com/nxtbooks/outdoorretailer/december_2020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_07302020
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https://www.nxtbook.com/nxtbooks/outdoorretailer/2020summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_07072020
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https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_06232020
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https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_05052020
https://www.nxtbook.com/nxtbooks/outdoorretailer/postshow2020
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2020_day3
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2020_day2
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2020_day1
https://www.nxtbook.com/nxtbooks/outdoorretailer/preshow2020
https://www.nxtbook.com/nxtbooks/outdoorretailer/2020winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/postshow_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/day3_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/day2_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/day1_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/preshow_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/2019summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/postshow2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2019_day3
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2019_day2
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2019_day1
https://www.nxtbook.com/nxtbooks/outdoorretailer/preshow2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/2019winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/2018summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/2018winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/201707
https://www.nxtbook.com/nxtbooks/outdoorretailer/2017summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/2017winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/2016summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/2016winter
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