On January 28, 2015, the 11th ISPO Beijing 2015 — Asia’s premier sports goods and fashion exhibition — was held at the China National Convention Center, where the American premium outdoor brand Discovery Expedition made a stunning appearance.
At this exhibition, Discovery Expedition held the launch event for the “Extraordinary Journey · Wilderness Crossing” self-driving route to the no-man’s-land of Lop Nur. During the launch, the brand and members of the Lop Nur expedition team jointly raised the flag, officially marking the beginning of the activity. Yong Wei, General Manager of the Discovery Expedition Division, stated: "This will be an extraordinary collaboration. This self-driving journey through Lop Nur will give people a deeper understanding of Discovery Expedition’s brand philosophy, and together we will embark on the 2015 ‘Extraordinary Journey’ to explore ‘the wonders of nature, the mysteries of humanity, and the resilience of life.’ We also call on everyone to join Discovery Expedition in awakening their outdoor spirit and exploring the extraordinary."
(Yong Wei, General Manager of the Discovery Expedition Brand Division (first from left), presenting flags to self-driving enthusiasts)
First Stop of China’s Four Major No-Man’s-Land Self-Driving Routes: The “Extraordinary Journey” Sets Off Immediately
Previously, in September 2014, as the brand ambassador, Bear Grylls — the star of the Discovery Channel’s survival show Man vs. Wild and a globally renowned adventurer and survival expert — along with Discovery Expedition, jointly announced the “Extraordinary Journey · Crossing the Wilderness” — a self-driving route through China’s four major no-man’s-lands. The launch of the Lop Nur self-driving expedition, one of the four no-man’s-lands, signals the official commencement of Discovery Expedition’s 2015 no-man’s-land driving activities.
It is reported that the main members of the team for the Lop Nur route were selected through multiple rounds of rigorous recruitment. They are all experts in the field of self-driving expeditions, passionate about adventure and challenging extreme environments around the world. With numerous experiences crossing no-man’s-lands and deserts, their spirit of pushing limits and extraordinary exploration aligns perfectly with Discovery Expedition’s brand philosophy. At the launch ceremony, the team representative introduced many highlights of the Lop Nur route, such as the mysterious ancient Kingdom of Loulan, the magical Yardang landforms, and the hidden legends of Lop Nur that have endured for millennia — all sparking endless public curiosity about Lop Nur.
In addition, at the launch event, Discovery Expedition also screened footage from the large-scale Tibetan Plateau exploration documentary “Tibetan Plateau III” (The Third Pole), previously co-produced with the renowned car brand Volvo and CCTV. The producer of the documentary was also present to share behind-the-scenes insights. The journey to the “Third Pole” — the Qinghai-Tibet Plateau — much like this no-man’s-land self-driving expedition, represents a new exploration endeavor by Discovery Expedition since entering China as a high-end self-driving brand, reflecting its brand DNA of seeking the extraordinary.
As the first stop of Discovery Expedition’s 2015 self-driving activities, the Lop Nur expedition holds special significance for the brand. A history of transformation has given rise to mysterious cultures, a vanished celestial lake has shaped magical landscapes, and the tenacious poplar trees that thrive against the odds, together with explorers who relentlessly seek life in harsh environments, collectively depict the resilience of life. Every part of it vividly embodies Discovery Expedition’s brand ethos of exploring “the wonders of nature, the mysteries of humanity, and the resilience of life.”
Discovery Expedition Carries Forward the “Spirit of Exploration” · Bear Grylls-Lined Product Line Debuts at ISPO
Discovery Expedition originates from the American Discovery Channel, carrying an authentic exploration culture and closely tied to outdoor sports. Its product lines cover three major series: wilderness survival, self-driving, and camping. Discovery Expedition brings Chinese consumers a new lifestyle — accompanying every outdoor enthusiast to discover the wonders of nature, explore the depth of human history, and experience the resilience and charm of life, awakening their innate spirit of exploration and mastering the journey of life. Discovery Expedition is also committed to inheriting the spirit of exploration from the Discovery Channel, leading more outdoor enthusiasts and consumers on extraordinary journeys.
(Discovery Expedition showcases its self-driving series equipment at ISPO)
At the ISPO exhibition, Discovery Expedition displayed its flagship self-driving equipment series, and the DX/BG Wilderness Survival Outdoor Series — named after Bear Grylls — also made its debut. It is reported that this product line was co-designed by Bear Grylls, incorporating his years of personal experience and practical expertise in field expeditions, aiming to better meet the needs of self-driving enthusiasts. In the future, Discovery Expedition will also develop a range of high-quality, specially crafted functional products for outdoor enthusiasts, helping more Chinese consumers discover the wonders of nature outdoors and enjoy the thrill of exploration.
(Bear Grylls Collaborative DX/BG Wilderness Survival Outdoor Series)
As the year draws to a close, Discovery Expedition, with its powerful outdoor exploration equipment and its original mission to explore the extraordinary, will safeguard the brand’s maiden event of 2015 — the Lop Nur self-driving expedition — kicking off a strong start for the brand’s full-year self-driving activities. Whether Discovery Expedition’s equipment can withstand the harsh conditions of Lop Nur, and what kind of “extraordinary” spark it will ignite with Lop Nur, remains to be seen. Stay tuned!
To learn more about Discovery Expedition, please visit the official Discovery Expedition website:
http://www.toread.com.cn/discovery/
and the Discovery Expedition Tmall flagship store: http://discoveryexpedition.tmall.com/
or follow the official Weibo account for interaction: http://weibo.com/DISCOVERYEXPEDITION