News and Takeaways from Outdoor Market Alliance Summer 2023
Leading outdoor companies are looking to take on growing niche markets as they increase sustainability efforts
August 2nd, 2023
During a couple of sweltering Colorado summer days in July, journalists from across the country came to the Outdoor Market Alliance’s Denver Media Show in Lakewood to get a glimpse at next year’s newest outdoor gear from market leaders, including Outdoor Research, Black Diamond, Helly Hansen, Smartwool, and others. One of the biggest trends we noticed at the show was companies pushing into more markets.
The young, non-profit show continues to grow, with over 100 brands participating and generating $20,000 for the Outdoor Lab Foundation, which helps 6,000 children in Jefferson County experience and engage in the outdoors annually. According to show organizers, roughly 70 journalists were expected to attend, up from about 50 at the last show. This might sound small, but bringing writers to this well-curated event offers a long reach, helping inform hundreds of thousands about the newest outdoor gear for the next few seasons.
After talking with roughly 100 brands, we noticed some trends, like the continued use of recycled materials in new products, more companies making real progress on becoming more sustainable, adopting waterproofing layers, and chemicals that don’t use forever chemicals like polyfluorinated chemicals (PFAS) ahead of state and federal bans.
Another trend we saw is bigger brands embracing niche outdoor markets, like ultralight hiking, trail and ultrarunning, and fastest known time (FKT) chasers.
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Innovations in Wool
Smartwool making a mesh of all things merino.
Of the most interesting pieces we saw at the show, both Smartwool and Ortovox are continuing to innovate with one of the world’s oldest fabrics, wool.
Ortovox became carbon neutral this year and is weaving wool into more layers of its clothing, including the outer fabric of jackets. It’s also moving away from the use of recycled plastic bottles in its textiles to ensure that bottles are recycled into bottles. Rather, it will recycle more textiles into new fabrics. Smartwool is continuing to innovate as well, creating a merino mesh, allowing for lighter, more breathable wool blends in its shirts and sweatshirts.
New mountain bike apparel
Outdoor Research’s new mountain bike clothing line includes unique features like sunglass polishing cloths and fabric reinforcements.
For spring and summer of 2024, Outdoor Research is entering the mountain biking apparel market race, launching a new line of mountain bike clothing with some nice features. For instance, the new MTB shorts have surface reinforcements in highly abrasive areas. We can't wait to test them out for our Best Men's MTB shorts and Best Women's MTB shorts guides. We also liked that the long-sleeved shirt includes a sunglass or goggle-wiping patch at the base, rather than just wiping them on your shirt.
New Bikepacking bags
New for spring/summer 2024, Osprey is entering the bikepacking market with handlebar and seat post bags.
Osprey, which is celebrating its 50th anniversary this year, is moving forward into bikepacking. It could be seen as a natural progression as the company has made some of our favorite biking backpacks and hip packs for years.
However, bikepacking is a more niche market, and many bike packs arebespoke packs designed and built by cottage manufacturers specifically for each bike’s frame. Osprey is designing packs that can fit on a variety of bikes, and features on the handlebar and seat bags include a cradle that allows users to easily attach and detach the packs.
Bikepacking Tents
The new Hubba Hubba Bikepack tent set up and in its tent bag.
Also tagging in on the bikepacking market is MSR (Mountain Safety Research), which will introduce its Hubba Hubba Bikepack tents for 1 and 2 people in the spring/summer of 2024.
Like other bikepack tents, they feature poles that fold down into shorter segments and have a burlier tent bag designed to stash on handlebars or elsewhere on a bike without taking up as much length as most tents do.
Running vests and packs
Ultimate Direction’s new running vests for spring/summer 2024
The new running vests from Ultimate Direction next spring and summer will further muddy the water between what is a pack and what is a wearable. Whereas most running vests have shoulder straps and secure across the chest, the new vests from Ultimate Direction zip up on the side, and are tightened with bungees on the side.
Ultralight gear
Black Diamond is introducing more ultralight gear for 2024, including a UL pack and trail running belt.
Another niche category that more companies are entering is ultralight hiking. Black Diamond will introduce an ultralight backpacking pack for 2024. It will also expand its trail running offerings with an ultralight, stretchy running belt with internal pouches for gels and snacks, as well as external storage for trekking poles.
Lighter Packs
Mystery Ranch is lightening the load with new packs as well.
Mystery Ranch, known for highly durable packs that aren’t the lightest, is pushing into the ultralight category with its new Radix line of packs. The 57-liter pack is a little over 3.25 pounds, which isn’t the lightest—but is strippable. The pack is closer to 3 pounds when the frame and other pieces are removed, like the pack lid, waist belt, and some webbing. It also features a back harness with an adjustable torso length for extra comfort, something most ultralight packs can’t do.
European brands with running gear
Norrona’s new ultrarunning gear on the left and Deuter’s on the right.
We also saw two larger European companies, Norrona and Deuter both enter the ultrarunning space. Norrona entered with a line of clothing as well as a running vest and other accessories. Deuter stepped into the ultrarunning game with an easily adjustable vest secured with easily adjustable elastic cords. We're looking forward to testing these for our Running Vest guide as well as our Best Trail Running Shorts and Running Shirts, and Running Jackets guides.
Why you should trust us
Growing up mountain biking, hiking, and adventuring in the Appalachian Mountains around Virginia and Maryland in the 90s, I’ve seen a lot of things change on mountain bikes (lights are just one of them). These days, I spend most of my time mountain biking and crisscrossing Colorado and the Rocky Mountain region, climbing thousands of feet for thrilling descents on Pikes Peak granite, ripping through thick pine forests and tight hairpin switchbacks on loose dirt.
Overall, I have 20-plus years of exploring, mountain biking, hiking, backpacking, climbing, guiding, and playing in the wild. I worked with National Geographic and their mapping division in developing their Colorado 14ers Map Pack Bundle, as well as Falcon Guide’s Climbing Colorado 14ers guidebook. I’ve written about hiking and climbing for Elevation Outdoors, including stories about Colorado 14ers and outdoor apps to boost adventures.
My most recent Falcon Guide book, Colorado’s Best Front Range Adventures: The Greatest Hiking, Climbing, Paddling and More From Denver to Colorado Springs and Fort Collins. In it, I cover some of the best mountain biking trails on Colorado’s Front Range as well as the best hiking, biking, climbing, and rafting in the region. This project gave me more chances to revisit some of my favorite trails in a whole new light—those mounted on a mountain bike.
I’ve tested multiple mountain bike headlamps and bar lamps personally, talked with other night riders, and spent a lot of time researching mountain bike lights to find the best lights available. At Treeline Review we strive to offer unbiased reviews to help you find the best product for the price. Treeline Review doesn’t accept sponsored content, native advertising, or paid reviews. I am not sponsored by any companies, nor are any of my family members sponsored by, employees of, or ambassadors of any of the companies in this review.
You can see Chris's stories on his webpage or on his Treeline Review author page.
