On January 29, 2015, the renowned Austrian outdoor brand NORTHLAND officially launched its annual brand theme activity—Hiking Adventure—at ISPO BEIJING 2015. Present at the event were Ms. Yang Yan, Head of the NORTHLAND Brand Department, Mr. Gao Yong, CEO of StoneGrind, Ms. Zhang Jingwei, General Manager of Gore Beijing Branch and Market Director of Gore’s Textile Division in China, as well as professional leaders from outstanding outdoor clubs nationwide and multiple media journalists, all gathered to witness this momentous occasion.
The Hiking Adventure activity is a large-scale hiking event initiated by the NORTHLAND brand and co-organized by StoneGrind, aimed at outdoor enthusiasts across the country. Through an online competition for the best activity plans, monthly Rising Leader Routes and quarterly Elite Leaders are selected, who will be rewarded with a full set of NORTHLAND professional gear and the opportunity to travel to Austria.
At the launch event, Ms. Yang Yan, Head of the NORTHLAND Brand Department, stated that this collaboration with StoneGrind to launch the Hiking Adventure aims to encourage more outdoor enthusiasts to step out of their homes through the power of the brand—“just go” and embrace the charm of the outdoors while enjoying inner freedom. Meanwhile, NORTHLAND will continue to strengthen hiking as a core activity and keep investing resources to promote and spread it.
Following that, Ms. Yang Yan, Mr. Gao Yong, and Ms. Zhang Jingwei jointly activated the event installation by tying their shoelaces, symbolizing the concept of the theme activity and signaling the official start of the journey.
Mr. Gao Yong, CEO of StoneGrind, told reporters that StoneGrind is committed to promoting the development of outdoor sports and helping outdoor enthusiasts realize their dreams. Through this strong partnership with NORTHLAND, StoneGrind handled the overall planning, design, testing, promotion, and collection of activities. After the event, a series of Hiking Adventure sharing sessions will be held in multiple cities across the country.
Ms. Zhang Jingwei of Gore-Tex stated that as a strategic partner of NORTHLAND, Gore-Tex will continue to work with NORTHLAND to promote outdoor hiking and advance the development of the industry.
The NORTHLAND brand was founded in 1973 by the famous Austrian mountaineer Gerwalt Pichler in Graz, the second-largest city in Austria. Through 40 years of continuous exploration, accumulation, and innovation, NORTHLAND has evolved from a technical brand specializing in extreme rock climbing and mountaineering into a pioneer in the full range of outdoor products, covering sports and urban leisure. Today, NORTHLAND has successfully opened stores in 38 countries worldwide, establishing itself as a globally recognized outdoor brand.
Since entering China in 2003, NORTHLAND has consistently focused on technological innovation, creating comfortable and functional products for outdoor enthusiasts, allowing them to experience the freedom that outdoor activities bring.
In 2015, join NORTHLAND and “just go”—experience true freedom and ease on the trails.