Outdoor Insight

32 • Outdoor Insight • August 2017 outdoorinsightmag.com A dventures should be fun. That is the mes- sage being served loud and clear in the product design of the new breed of outdoor gear. Fun is now "fun- damental," says Eric Greene, president of Kelty. "As the definition of the outdoors con- tinues to evolve and becomes more inclusive, we are designing gear that is simple, easy to use, stylish and that lasts. In other words, gear that is Built for Fun because memories that last start with versatile gear that's up for anything." "The old face of outdoor adventure was grizzled and grimacing," explains Cam Brens- inger, founder and CEO, Nemo Equipment. "Today, it's a suntan and a smile. It used to be more solitary and today it's about connection with friends and family. "Designing products that maximize enjoy- ment and connection with the outdoors has been our primary focus since the beginning," Brensinger adds. "That used to mean help- ing people push the limits of adventure, but today it's much more about helping people discover new experiences, rejuvenate and enjoy themselves." Per Wååg, general manager of Primus, says, "I would say the trend is more based on the fact that not everyone likes for an outdoor experience to be challenging, hard or endur- ing when there are more convenient ways to spend the day outdoors. I think this idea is driven by Millennials, though isn't intended solely for this demographic group. However, the social part of being outdoors is much more important to this audience." Wååg notes that Primus has three target demographics: professionals or people who heavily rely on the products; backpackers or people that use the products to enjoy the outdoors and would like to stay out longer; and the campers, a group of friends spend- ing a day in the outdoors or a family going camping. "This is where we get closer to the word fun," says Wååg, "as these products allow our users to enjoy a good meal in the outdoors with friends and family. We work hard to make these products as functional as our other lines and to help our customers achieve outdoor culinary success. We make it easy to cook on our stoves, so I would use the word convenience over fun." The demands of the younger consumer im- pact product design. "Ten years ago you were a winner if you made the best products," says Wååg. "Today it is a mix of both performing products and the brand's mission, as the latter has become more important to the younger consumer." Primus' Campfire product range is targeted toward Millennials, who tend to use the gear for social outdoor gatherings. The whole line is designed to look good, be safe and easy to use and is intended to last a lifetime. "Younger consumers push for products that are versatile because their definition and variety of adventure is boundless," says Greene. "So we design with versatility, long- lasting quality and value. This consumer often lives in urban centers and needs gear that performs in and around the city, at a park, at a festival, just as well as it does on the trail." Adds Greene, "I'd also note that our older consumers don't think of themselves as old and don't want to be associated with old. So the fact that our products are durable and stand up to anything but have also have a 'cool' factor works for everybody — younger consumers on up." Kelty's Ardent Pack is an example of this "FUNctional" versatility, according to Greene, as it combines a fashionable and minimalistic design for commuting with durability and performance meant for a day hike or festival. Kelty includes unexpected details such as a Snapshot trekking pole with a screw-off top that doubles as a camera stand for adventure photographers or for Instagrammers. Brands are aware that in addition to fun, consumers often seek comfort and want to take "the comforts of home" along for their outdor treks. "Whether they are Millennials, families, whomever," says Greene, "Adventure? Yes. And comfort? Yes please." Next spring, Kelty is introducing integrated sleep systems with camp beds such as the Tru. Comfort Camp Bed and sleeping pads like the Galactic Pad tailored to fit Kelty Tru.Comfort and Galactic sleeping bags. The new Noah's Camp Screen is an easy-to-set-up screen room for the campsite to protect picnic tables from bugs and falling leaves/debris. "Life is short and packed with responsibility and the outdoors has always been a place to find respite and meaning," says Brensinger. "Today, what people seem to need most is a chance to simplify and have a little fun. We have broadened the scope of our brand from where we started with mountaineering and backpacking products to encompass the gear needed to support this shift in lifestyle." In October, Nemo is launching its first line of furniture with the Stargaze Recliner series. Suspended on an engineered frame that allows the dynamic swinging motion of a hammock and hands-free 'just-lean-back' reclining for a relaxed view of the night sky or upright socializing around the campfire. At Sierra Designs, senior design director Stephen Barnes says the brand is "looking at fun ways to add more color to our product, while still focusing on functionality." For example, on its 2018 tents Sierra Designs has returned to its iconic blue and yellow colors, but in diagonal patterning to help with visibility in low light conditions while still looking modern. "Studies indicate that the human eye sees patterns before color, so we have worked to create some patterns that help with visibility, yet just appear to the eye to be cool-looking, especially for younger audiences," Barnes explains. The Sierra Designs brand focuses on "the concept of getting outside to have fun, with really functional gear that doesn't break the bank," says Barnes. "We feel this is exactly what today's consumers are seeking as well and are getting back to those roots with all our new products designed to be easy to use, highly functional, affordably priced and look fun." O Fully FUNctional MILLENNIALS CAMPING Making Sure Gear Is Both Fun and Functional Is Key in Today's Marketplace. By Cara Griffin "Life is short and packed with responsibility and the outdoors has always been a place to find respite and meaning." Cam Brensinger, founder and CEO, Nemo Equipment.

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