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.
Through the EXOTHERM technology exclusively developed by Austrian outdoor brand NORTHLANDIt allows all members to experience consistently comfortable walking while journeying to Mount Everest and reflecting on their inner selves.
Q: With outdoor products constantly evolving, how does NORTHLAND maintain its competitive edge?
A: Our brand strategy is “taking ourselves as the main focus,” which has three meanings. The first refers to product development being more human-centered while ensuring quality, and this is also our core competitiveness.The second refers to our efforts in strengthening operational management capabilities, actively understanding audience psychology and needs, and continually striving to meet them.Third, we will use products to promote the brand. For example, we will sponsor equipment for suitable events. This is not only a test of our products but also a great way to promote them.
Q: When NORTHLAND products are introduced to China, are any adjustments made? What specific changes are involved?
A: We will make some localized design adjustments.For example, this year our [Cicada Wing Capsule] series includes an "Asian Pink" windbreaker. It's called "Asian Pink" because the color was designed specifically to complement Asian skin tones.We pay great attention to detail and user experience, including our shoes. Europeans prefer dark-colored, simple-looking styles, while Chinese people tend to like lighter, brighter colors and shoes with more layered designs. Therefore, for the shoes we produce in Europe, we always design several additional color options specifically for Asian customers.
Q: What new products are you bringing to this exhibition?
A: First, I’d like to introduce our newly launched [Capsule Cicada Wing] series of skin jackets for this spring and summer season. They are extremely lightweight and, most notably, offer five times the breathability, making them ideal for outdoor activities such as trail running and cycling.Our capsules are also very appealing; they are not only creative storage tools but also distinctive accessories during your trip.
In addition, our key thermal down jackets launched this autumn and winter use cutting-edge EXOTHERM technology.It provides warmth by absorbing short-wave light, while the breathable and moisture-permeable technical fabric added to the T-zone on the back ensures the down jacket's breathability.The clothing is not only waterproof on the surface, but the down filling itself is also water-resistant, providing long-lasting loft and warmth even in damp and cold conditions, which is also an application of new technology.
Additionally, this year we have focused on refining details in many products. For example, with windbreakers, we moved the zipper position slightly upward so that when wearing a backpack, the waist belt won't get caught on the zipper, preventing discomfort.