On July 24th, at the Asia Outdoor Exhibition in Nanjing, the internationally renowned outdoor brand NORTHLAND from Austria held a grand press conference titled “NORTHLAND Walks Freely with Chen Kun.” As the exclusive equipment sponsor for the “Power to Go” mental wellness initiative launched by celebrated actor Chen Kun, NORTHLAND not only invited renowned Austrian adventurer Susanne Borufka to serve as the brand’s “Walking” ambassador and join the journey, but also provided a full range of outdoor gear solutions to support the upcoming Himalayan expedition of “Power to Go.” Through this collaboration, NORTHLAND aims to raise public awareness and enthusiasm for outdoor activities, encouraging more people to open their hearts to nature and experience the unique charm of comfortable outdoor living.
The NORTHLAND brand was founded in 1973 by the famous Austrian mountaineer Gerwalt Pichler in Graz, Austria’s second-largest city. Over 40 years of continuous exploration, accumulation, and innovation, NORTHLAND has evolved from a technical brand specializing in extreme climbing and mountaineering into a pioneer offering a full range of outdoor products for both sports and urban leisure. Today, NORTHLAND has successfully established stores in 38 countries around the world, becoming an internationally recognized outdoor brand.
NORTHLAND has always adhered to technological innovation and quality-driven success. Through its exclusively developed EXOTHERM...
At this exhibition, HowToTrip conducted an exclusive interview with Ms. Shen Li, Brand Director of NORTHLAND, who shared the story behind the brand.
Q: Why did NORTHLAND participate in Chen Kun’s “Power to Go” campaign?
A: “Power to Go” was officially launched in 2011 by the renowned actor Chen Kun. As a public welfare project focused on inner strength, it aims to encourage people to quiet their minds through the most instinctive form of movement—walking—and to engage in dialogue with themselves, drawing positive inner energy and spreading that positivity to others.
The philosophy promoted by “Power to Go” is perfectly aligned with the brand ethos of NORTHLAND Austria, which has long advocated for “comfort in motion, freedom of mind.” Anyone who has visited Austria knows that Austrians are famously optimistic, enthusiastic, and passionate about outdoor activities. Internationally, Austria enjoys a reputation as an “outdoor mecca.” As a leading Austrian outdoor brand, NORTHLAND has been actively promoting cultural exchange between China and Austria in the outdoor realm for many years, introducing advanced Austrian concepts of comfortable outdoor living along with product technologies to the domestic market. We aim to inspire more people to connect with nature and discover a different kind of life enrichment.
It is this strong alignment in values that brought NORTHLAND Austria and “Power to Go” together so naturally. Through this collaboration, we hope to convey a positive attitude toward life and a healthy lifestyle in the simplest way possible. We want to help more people get to know the outdoors, fall in love with it, and experience spiritual purification and elevation through it.
Q: What professional gear did NORTHLAND provide for Chen Kun’s travel team?
A: It is understood that this journey of “Power to Go” will cover approximately 130 kilometers, with the walking team traversing the Tibetan Plateau at an average altitude of 4,500 meters. The complex terrain and harsh climatic conditions place extremely high demands on the outdoor gear required for the expedition. To meet these needs, NORTHLAND Austria, with its strong R&D capabilities, specially developed a comprehensive set of outdoor equipment solutions tailored to the unique requirements of this “Power to Go” journey.
Whether hiking or climbing at high altitudes, a high-quality hardshell jacket is essential. The Himalayan region features extreme cold, strong winds, and frequent heavy rain. For this reason, NORTHLAND Austria specially provided the latest classic hardshell jacket model for “Power to Go.” NORTHLAND’s classic hardshell jackets utilize advanced EXOTHERM
The Himalayas experience significant temperature variations, and temperatures continue to drop as altitude increases. The light-heat down jackets specially prepared for the team by Austrian brand Schöffel utilize cutting-edge EXOTHERM technology.
通过奥地利诺诗兰独家研发的EXOTHERM ?“全天候舒适雷达”科技平台，诺诗兰户外装备可以自适应调节各种环境下的温湿、冷暖、透气、防晒及亲肤特性，从而给予“行走的力量”所有队员从头到脚的全方位保护。让所有成员，在行进珠峰感悟心灵的同时，能够感受到始终如一的舒适行走体验。
Q：在户外产品不断推陈出新的情况下，NORTHLAND如何保持自己的优势？
A：我们的品牌战略就是“以我为主”，这有三层含义，第一是指产品的研发要在品质保证的基础上，更加人性化，这也是我们的核心竞争力。第二是指我们加强运营管理能力，积极了解受众心理和需求，不断来满足。第三我们会用产品来推动品牌，比如我们会给适合的活动赞助装备，这既是对我们产品的检验，也是一个很好的推广方式。
Q：NORTHLAND的产品在引入中国的时候，是否会做一些调整？具体有哪些改变？
A：我们会做一些本土化的设计和调整。比如今年我们的【蝉翼胶囊】系列就有一款“亚洲粉”的皮肤风衣，之所以叫做“亚洲粉”，是因为这种颜色是针对亚洲人肤色而设计的。我们非常注重细节和用户体验，包括我们的鞋子，欧洲人喜欢深颜色的、外表比较简单的样式；而中国人则喜欢浅色、亮色的鞋子，并且喜欢鞋子的外观有层次感，所以我们在欧洲生产的鞋子，都会为亚洲人多设计几种颜色。
Q：在这次展会上为我们带来哪些新品？
A：首先我想介绍的是今天春夏全新推出的【胶囊蝉翼】系列皮肤风衣，不仅非常轻量，同时它最大的特点是5倍透气，非常适合在越野跑、骑行等户外运动时穿着。我们的胶囊也很吸引人，它不仅是一个充满创意的收纳工具，同时也是出行途中具有独特亮点的配饰。
另外，我们今年秋冬重点出品的光热羽绒服采用了尖端的EXOTHERM ?HEAT光热科技面料，不但可以高效吸收光能还能有效保存身体热能。它通过吸收光线中的短波来保暖，同时背部T区增加透气透湿的科技面料，保证羽绒服的透气性。衣服不仅仅是表层防水，里面的羽绒本身是防水的，可在潮湿阴冷环境下提供持的久蓬松保暖度，这也是新科技的运用。
再有，今年的很多产品我们也注重细节上的优化改进，比如防风衣，我们将拉锁的位置向上移了一点，这样在背包时，腰带就不会卡在拉锁上造成不舒服的感觉。