Fujian Laya Outdoor Products Co., Ltd.’s Italian top-tier outdoor brand La Sportiva? and British up-and-coming running shoe brand INOV-8? will unveil China’s first brand concept store on January 15, 2013, at Chengdu Yuantuo Outdoor in Sichuan. Chengdu Yuantuo Outdoor is the largest and most influential outdoor brand specialty dealer in Southwest China. It also boasts extensive multi-brand management experience and a comprehensive sales network. This launch will bring the full range of footwear from both La Sportiva? and INOV-8? to Yuantuo Outdoor. Additionally, Laya Outdoor will collaborate with renowned industry company Gore to showcase GORE-TEX? technology at the brand concept store. The magic of GORE-TEX? fabric lies in its membrane—composed of 9 billion tiny pores per square centimeter, these pores are 20,000 times smaller than water molecules and 700 times larger than vapor molecules, arranged irregularly. This structure keeps water molecules out while allowing vapor to pass through easily. Customers can gain a more intuitive understanding of how technology enhances protection during outdoor activities at Yuantuo Outdoor. Attendees can also watch introductory videos about the two brands’ products via touchscreens on-site.
With the rapid development of the outdoor market in recent years, the number of participants in activities such as hiking, trekking, trail running, rock climbing, and ice climbing has been growing quickly. Sichuan, blessed with abundant mountainous resources and known as the paradise of outdoor sports in China, holds immense market potential. Laya Outdoor’s move will provide better and more convenient services for those engaging in various outdoor activities in Sichuan, while also offering a clearer showcase of the products from the two professional outdoor brands, La Sportiva? and INOV-8?.
In 2013, the Italian brand La Sportiva? will offer its full product line at Chengdu Yuantuo Outdoor, including hiking shoes, outdoor multifunctional shoes, trail running shoes, mountaineering boots, climbing shoes, and casual footwear. Founded in 1928, La Sportiva?’s high-end series have always been handmade in Italy, using premium leather and collaborating with leading industry brands such as Vibram? and GORE-TEX?. Over the years, La Sportiva? has developed a complete range of outdoor footwear for mountaineering, climbing, hiking, trail running, hunting, multi-approach use, and casual wear. In 2010, the brand launched a new series—mountain skiing equipment. Additionally, 82 years after its founding, La Sportiva? introduced its first full range of apparel products, covering mountain skiing and trail running. In the future, La Sportiva? will continue to expand its product lines and lead the outdoor market.
Outdoor multifunctional shoes, known in English as approach shoes, are a relatively new category in the outdoor market in recent years. Their versatility has made them increasingly popular. These shoes are suitable not only for general outdoor hiking but also for simple climbing routes, meaning they can be used on complex rocky terrains, offering excellent grip, flexibility, and stability.
The design of La Sportiva?’s outdoor multifunctional shoes leads the way in both appearance and functionality for this category. The latest model, Hyper GTX, will be available at Chengdu Yuantuo Outdoor. Hyper GTX is a brand-new addition to La Sportiva?’s multifunctional approach shoe line. Its innovative suede upper combined with an ergonomic lace-support system provides a 360-degree wraparound fit for the foot. The lining uses GORE-TEX? waterproof membrane to ensure 100% dryness. The midsole features MEMlex technology, combining EVA with soft EVA, and is wedged with high-density “Rock Guard” outsole protection and TPU material for heel stability. The outsole incorporates the patented Impact Brake System (IBS) shock absorption technology, paired with Vibram?’s Idrogrip-patterned sole, where the forefoot pattern is designed for easy climbing and stable traversal over complex terrains.
The international outdoor market has seen rapid growth in trail running in recent years. Trail running refers to medium- to long-distance races conducted in natural outdoor environments. “Return to nature” is the motto of trail running, as people prefer to run in the mountains or off-the-beaten paths, breathing fresh air while enjoying magnificent scenery. The benefits of trail running are similar to those of treadmill running, but compared to the monotonous long-distance runs on treadmills, trail running engages more muscles and boosts mood. While trail running, runners need to navigate winding paths and avoid rough sections, which helps strengthen the inner and outer thigh muscles as well as hip flexors. Additionally, it provides a better workout for the core, resulting in stronger legs, lower back, and abdomen. Trail running is also an excellent way to build endurance, patience, and perseverance. By running in unfamiliar natural environments and overcoming physical and mental challenges, one can surpass their limits and develop strong willpower. Laya Outdoor’s introduction of the British up-and-coming running shoe brand INOV-8? to Chengdu Yuantuo Outdoor in Sichuan is a strategic move, leveraging the region’s market potential.
The INOV-8? brand was established in 2003 in the northern Pennines of the UK. Its team consists of experts in mountaineering, sailing, outdoor activities, and industrial design, along with professional testing groups for trail running, road running, triathlon, and fitness coaching. Product innovation and the philosophy of natural running—“ensuring the foot works naturally”—have always been the core concepts behind INOV-8?’s footwear design. INOV-8? aims to avoid any external forces that might alter the natural biomechanics of the foot and body.
In 2013, INOV-8? will release multiple models of trail running shoes and road running shoes. Among them, the Roclite 318 GTX is a classic trail running shoe. It features enhanced rubber protection, durable yet lightweight upper materials, and a GORE-TEX? waterproof lining to keep feet comfortable in wet and muddy conditions. Its 4mm cushioned midsole, paired with sticky rubber outsoles, is suitable for any challenging terrain, while the patented Roclite outsole provides maximum grip.