Embodying the qualities of wisdom, courage, bravery, and willpower of the era, and advocating the event philosophy of "environmental protection, collaboration, perseverance, and responsibility." From April 30 to May 3, 2014, the 3rd "Asia-Pacific Business School Desert Challenge" (abbreviated as the Desert Challenge) will be held in the Tengger Desert, Alxa League, Inner Mongolia.
Austrian NORTHLAND places great importance on this competition. Not only has it sponsored the defending champions, the NU MBA Desert Red Eagles team, to compete in the Desert Challenge, but it also calls on all sectors of society to maintain a positive mindset of "brave exploration, commitment to sports, and embracing nature," earning widespread praise from the industry.
The Desert Challenge: A Test of Both Wisdom and Courage
It is understood that the "Asia-Pacific Business School Desert Challenge," or the Desert Challenge, is a competitive experiential cultural event among MBA students from top business schools in the Asia-Pacific region. Participants from various schools experience the event’s philosophy of environmental protection, collaboration, perseverance, and responsibility through a 70-kilometer desert trekking competition.
This edition of the event has received strong support and enthusiastic participation from 35 business schools in mainland China, 1 in Taiwan, and 1 in the UK, totaling 37 business schools in the Asia-Pacific region. Top business schools in the Asia-Pacific, such as National Taiwan University of Science and Technology, Manchester Business School in the UK, and CEIBS in Shanghai, will all field teams for the first time. The competition has 1,862 valid registrants, with 545 officially selected participants, and directly impacts an audience of over 50,000.
Unlike professional events such as international marathons and cross-country races, the majority of participants in the Desert Challenge are elite professionals at the forefront of their industries. Facing the vast and unknown desert, they are filled with both curiosity and excitement, as well as apprehension and unease. The process of trekking through the desert is not just about winning or losing a competitive race, but also about the spirit and courage to take on unknown challenges, while conveying to society the new era ideals of "environmental protection, collaboration, perseverance, and responsibility."
Supporting the Outdoor Sports Industry, NORTHLAND Sets an Industry Benchmark
With the continuous development of urbanization and the increasing advancement of technology, outdoor activities such as mountaineering, rock climbing, and off-roading are transitioning from being "trendy" to becoming "everyday." The number of people passionate about outdoor sports is also growing. At the same time, due to low industry entry barriers, insufficient market regulation, and incomplete laws and regulations, many companies have not yet established complete and systematic management systems. The standards of sales and after-sales services vary widely, and homogenized competition within the industry is prominent, lacking differentiated innovation and development, which severely hinders the sustainable growth of the entire sector.
As a world-renowned outdoor sports brand, NORTHLAND closely follows international trends and actual user needs. By improving products, technology, packaging, functionality, and user experience, it significantly enhances customer satisfaction and enjoys an excellent reputation in the industry. This spring and summer, NORTHLAND introduced a lightweight innovation by using EXOTHERM LITE waterproof and breathable technology in its jackets, ensuring dryness and comfort during high-intensity activities. Additionally, compared to traditional jackets, these are lighter, easier to pack, and save backpack space. The NU MBA Desert Red Eagles team will wear NORTHLAND’s ultra-lightweight jackets to compete in the Desert Challenge, striving for another championship.
As the company continues to grow, NORTHLAND remains committed to promoting the sustainable development of the entire outdoor sports industry. From sponsoring the Austrian Charity Ski Race and the Nanjing Mountain Marathon, to strongly supporting Chen Kun’s “Walking the Walk” initiative, and now sponsoring the NU MBA Desert Red Eagles team in the Desert Challenge. Over the years, NORTHLAND has taken one concrete action after another to support the growth of the outdoor sports industry and has set a benchmark for the sector.
As a green, environmentally friendly, healthy, and public-benefit event, the Desert Challenge has gained widespread recognition from all sectors of society after two successful editions. With strong sponsorship from outdoor brands like NORTHLAND, the event has reached new heights, and we eagerly anticipate its successful execution.