Outdoor Market Alliance’s summer media show was a whirlwind of outdoor brands, media, sales, marketing, and public relations reps. Held in Lakewood, Colo., last week, I met with reps of more than 30 brands over the course of two very busy (but efficient!) days.
From a contingent of ambitious European footwear brands, to products that focus on versatility, and some exciting and innovative emerging brands, these are some of the highlights from the event.
Versatility Done Right
A lot of brands are still broadening their offerings beyond niche use cases and creating pants, shirts, footwear, and accessories that can be used on the trail, at work, and everywhere in between.
Apparel by Mountain Hardwear and Royal Robbins, as well as accessories by Thule stood out – the latter is even producing strollers and car seats that are earning accolades. But Outdoor Research really nailed it with products like sun hoodies that could easily cross over into a streetstyle gorp aesthetic as a layering piece, or its forthcoming Eclipse T-shirt, which has plenty of performance features but looks like a regular tee.
“It’s so funny because this is so basic, but it’s one of the things I’m most excited about for Spring ’26,” said Dan Mayers, marketing and communication manager at Outdoor Research. “It’s just a performance T-shirt that doesn’t feel like nylon. It’s not super shiny. I would wear this to go skate – it’s breathable, lightweight, quick drying.”
Meteorite PR’s Susie von Mettenheim shows off Rab’s versatile tank, left, and Outdoor Research’s take on performance T-shirts that look basic. Photos by SESO.
In addition to its signature hand-filled sleeping bags and packs with features such as water bottle holders and breathable, running vest-inspired harnesses, British brand Rab is also focused on the more casual outdoor enthusiasts with its Momentum collection, going into its second year.
“It’s meeting the consumer who’s an outdoor enthusiast but not necessarily super hardcore,” said Susie von Mettenheim, account manager for Meteorite PR. Breathability, waterproofing, and articulated knees all come into play with the line. New this year is the skort, which has venting pockets and can be worn in multiple settings. Women’s retailer Title Nine has provided Rab with crucial feedback to help develop the line.
Wearable hydration – one of the only categories that saw sales growth last year, according to Circana – is also becoming more versatile than ever. HydraPak, for example, has been at the forefront of run flask designs. Now, it’s taking that technology to backpacking with products available in January or February 2026.
“It’s a carrying case with a Velcro strap that you can put on any backpack,” said Abby Harris of Darby Communications. “That means anyone with a backpack, from campers to hikers to school kids, can bring portable, filtered or non-filtered hydration easily in a hands-free format. It’s an easier entryway into working with hydration.”
Teva’s Focus on Core
With so much talk of versatility at OMA, Teva showcasing the opposite – its commitment to its core outdoor consumers – was notable as well.
Teva showcases its performance footwear. Photo by SESO.
“In the last 10-ish years, Teva skewed a little bit more lifestyle, showing up at New York Fashion Week, or doing collabs with designers like Chloe,” said Outside PR’s Anneke Efinger. “And I think it just got a little bit muddied, because we would have higher fashion collabs, but then still a sandal that just doesn’t appeal to that New York City consumer. With our heritage of being that original sports sandal brand, we just really wanted to lean into the core.”
That’s come to life through its Playground Earth marketing campaign, and new products designed for trail, hike, water, and camp, such as the new R2Ts (which stands for run to trail). Teva’s Aventrail shoe, which comes in different styles that combine breathability with high-performance features, was designed with the input of Mike Wardian, who ran the Appalachian Trail in several prototypes and provided feedback along the way.
European Brands Growing in the U.S.
Tariffs aren’t discouraging European footwear, apparel, and accessory brands from targeting growth in the U.S.
Italian brands Salewa, La Sportiva, and Scarpa – which are all headquartered near the Dolomites – showed premium footwear and gear that’s already popular among mountaineers and specialty retailers in colors designed to appeal to the U.S. market.
Swedish footwear and apparel brand Craft Sportswear is undergoing a U.S. relaunch after moving its U.S. headquarters from Boston to Seattle and appointing a new CEO in the past two years.
Waypoint Outdoor’s Jeff Dill showed off Craft Sportswear’s footwear and apparel. Photo by SESO.
“The people who really know them, the fans, usually come from a Nordic skiing, cross country skiing background,” said Jeff Dill of Waypoint Outdoor, citing the Nordic Ski World Championship and biathlon competitions. The brand is well-known in Scandinavian endurance training, and most cyclists have a base layer from Craft, he said. In the U.S., the brand is targeting its new “spiritual home” in gravel, and is sponsoring Trailfest in Mammoth Lakes, Calif., this September.
“Craft will be there in a big way, launching the brand, inviting key retailers and media,” Dill said, adding that the brand has also hired new sales reps and will be focused on growing its wholesale relationships this year. “It’s a place to really show off what the brand is and what they can do.”
Fellow Swedish brand Fjällräven is launching its lightweight – or Lätt – collection in March, which is designed around the brand’s seven classic hiking experiences.
“[It’s] all inspired by this idea of, what would you need if you were going on a classic?” said Rachel Leuthauser, senior manager of communications and community at Fjällräven. “And how can we give people both that heavy duty classic Fjällräven durable option, but also a lightweight option?” New offerings include a lightweight version of the brand’s Kajka pack, which has a wooden frame rather than an aluminum one, the Keb agile tights, a versatile legging for women inspired by the brand’s Keb trousers, and the Abisko recycled polyester-merino wool blend hoodie, which is coming out globally in March but is available now in the U.S.
Emerging and Small Brands
Oregon-based Coast’s Julie Maden was buzzing from the brand’s recent daytime television appearances and the ensuing flurry of online sales, and was also showcasing the brand’s updated voice-activated headlamp and lantern.
Coast’s Public Relations Manager Julie Maden. Photo by SESO.
Idaho-based Coulée Coffee Company made me the best cup of coffee I’d had all week, and has started selling its SWIRL designs to hotels in addition to targeting the outdoor market with its portable eco-pour pouches, which come filled or unfilled with coffee. With products also designed for home and portable use cases, Colorado’s Epic Water Filters eliminate more than 99% of contaminants.
FITS socks is celebrating its rebrand with new designs that celebrate fun – think smiley faces, color, and socks that deliver performance attributes without feeling overly serious.
Coulée Coffee Company’s Travis Callstrom and Ted Ayliffe. Photo by SESO.
Nikwax sister brand Páramo is launching is PFAs-free rain gear in the U.S. market, and it’s the softest rain jacket I’ve ever worn. Would be very interesting to see how it holds up in a storm.
And last but certainly not least, California’s NESTOUT is making portable power banks and innovative accessories such as lights that are great for cooking by the campfire and fans to stay cool.
Kate Robertson can be reached at kate@shop-eat-surf-outdoor.com.
