On February 23, the internationally renowned professional outdoor sports brand NORTHLAND from Austria, themed “Comfort in Movement, Freedom in the Heart,” hosted an Alpine-style Austrian outdoor culture appreciation event. With main topics including “Sino-Austrian Outdoor Cultural Dialogue,” “Lighting up the International Quality Map,” “Experiencing Comfortable and Free Outdoor Living,” and “Interpreting Austrian Outdoor Culture,” the event offered a deep interpretation of the Austrian outdoor cultural connotations and spirit embodied by NORTHLAND, further promoting direct exchanges between Chinese and Austrian outdoor cultures.
This was an exchange of outdoor cultures between two countries, a fusion of outdoor cultural elements, a sharing of lifestyle, and also an upgrade of the positive, healthy, and green outdoor living philosophy. While the ISPO exhibition showcased a dazzling array of outdoor products that were overwhelming, the Sino-Austrian outdoor cultural dialogue promoted by Austrian NORTHLAND, along with 10 carefully selected sets of autumn/winter and spring/summer outdoor apparel, became a unique highlight on the second day of the ISPO exhibition.
This was an exchange of outdoor cultures between two countries, a fusion of outdoor cultural elements, a sharing of lifestyle, and also an upgrade of the positive, healthy, and green outdoor living philosophy. While the ISPO exhibition showcased a dazzling array of outdoor products that were overwhelming, the Sino-Austrian outdoor cultural dialogue promoted by Austrian NORTHLAND, along with 10 carefully selected sets of autumn/winter and spring/summer outdoor apparel, became a unique highlight on the second day of the ISPO exhibition.
Mr. Pichler, Founder of the NORTHLAND Brand
Austrian Outdoor Culture and China
NORTHLAND is an internationally renowned professional outdoor sports equipment brand originating from Austria. In 1973, it was founded by Gerwalt Pichler, a veteran figure in the global mountaineering community, an outdoor sports legend and enthusiast, a hero of Aconcagua, and a pride of the Alps. Drawing on the hands-on experience of elites from various professional fields in outdoor sports, the brand has achieved top-tier quality in outdoor gear, while inheriting and promoting the Austrian outdoor spirit and a new way of outdoor living. To date, NORTHLAND has evolved from a professional outdoor brand focused on extreme climbing and mountaineering into a pioneer covering sports and urban leisure. It entered China in 2003 and has since won the favor of more and more Chinese consumers with its professional product quality and unique Austrian brand cultural essence.
Austria is a world-famous destination for outdoor sports, where outdoor culture and activities thrive. As Founder Pichler said, in Austria, the blue Danube River flows with endless elegance, and the continuous Alps present a majestic and grand presence—these elements have shaped the Austrian people’s joyful nature of fully enjoying life. The beautiful mountains and rivers of Austria further inspire our pursuit and longing for a comfortable and free life, forming a unique Austrian outdoor cultural essence and spirit.
With NORTHLAND’s entry into China, the vast land of China holds limitless potential in outdoor sports resources and cultural depth. Austrian outdoor culture, backed by NORTHLAND’s top-tier quality, quickly gained market access and integrated into Chinese culture. Its theme of “Comfort in Movement, Freedom in the Heart” has become a lifestyle and travel aspiration for more and more Chinese outdoor enthusiasts.
Lighting up the International Quality Map
For outdoor sports, beautiful outdoor scenery and experiences are inseparable from the quality assurance of professional outdoor gear. At the Sino-Austrian outdoor cultural dialogue promoted by Austrian NORTHLAND, a unique ceremony called “Lighting up the International Quality Map” captured everyone’s attention. Mr. Gerwalt Pichler, Founder of the NORTHLAND brand, and Mr. Wang Fan, Deputy General Manager of Nanjing Biancheng Sporting Goods Co., Ltd.—the century-authorized operator of NORTHLAND in China—jointly illuminated the Chinese Quality Map, expressing to all attending media and exhibition visitors their unwavering commitment and relentless efforts toward product quality.
Driven by an immense passion for outdoor sports, NORTHLAND continuously provides outdoor enthusiasts with more comfortable products through a professional spirit, constantly striving for the perfect combination of performance, comfort, and fashion. The brand insists on technological innovation and quality improvement, constantly achieving self-transcendence—always committed to providing safe and comfortable outdoor gear for outdoor enthusiasts worldwide. At the same time, NORTHLAND remains consumer-oriented and insists on using professional alpine testing to ensure product quality, which is a key reason for its success in over 38 countries and regions globally.
Lighting up the International Quality Map is an extension of NORTHLAND’s international quality and achievements in China, a commitment to Chinese consumers, and also a boost to the development of outdoor sports in China.
NORTHLAND is an internationally renowned professional outdoor sports equipment brand originating from Austria. In 1973, it was founded by Gerwalt Pichler, a veteran figure in the global mountaineering community, an outdoor sports legend and enthusiast, a hero of Aconcagua, and a pride of the Alps. Drawing on the hands-on experience of elites from various professional fields in outdoor sports, the brand has achieved top-tier quality in outdoor gear, while inheriting and promoting the Austrian outdoor spirit and a new way of outdoor living. To date, NORTHLAND has evolved from a professional outdoor brand focused on extreme climbing and mountaineering into a pioneer covering sports and urban leisure. It entered China in 2003 and has since won the favor of more and more Chinese consumers with its professional product quality and unique Austrian brand cultural essence.
Austria is a world-famous destination for outdoor sports, where outdoor culture and activities thrive. As Founder Pichler said, in Austria, the blue Danube River flows with endless elegance, and the continuous Alps present a majestic and grand presence—these elements have shaped the Austrian people’s joyful nature of fully enjoying life. The beautiful mountains and rivers of Austria further inspire our pursuit and longing for a comfortable and free life, forming a unique Austrian outdoor cultural essence and spirit.
With NORTHLAND’s entry into China, the vast land of China holds limitless potential in outdoor sports resources and cultural depth. Austrian outdoor culture, backed by NORTHLAND’s top-tier quality, quickly gained market access and integrated into Chinese culture. Its theme of “Comfort in Movement, Freedom in the Heart” has become a lifestyle and travel aspiration for more and more Chinese outdoor enthusiasts.
Lighting up the International Quality Map
For outdoor sports, beautiful outdoor scenery and experiences are inseparable from the quality assurance of professional outdoor gear. At the Sino-Austrian outdoor cultural dialogue promoted by Austrian NORTHLAND, a unique ceremony called “Lighting up the International Quality Map” captured everyone’s attention. Mr. Gerwalt Pichler, Founder of the NORTHLAND brand, and Mr. Wang Fan, Deputy General Manager of Nanjing Biancheng Sporting Goods Co., Ltd.—the century-authorized operator of NORTHLAND in China—jointly illuminated the Chinese Quality Map, expressing to all attending media and exhibition visitors their unwavering commitment and relentless efforts toward product quality.
Driven by an immense passion for outdoor sports, NORTHLAND continuously provides outdoor enthusiasts with more comfortable products through a professional spirit, constantly striving for the perfect combination of performance, comfort, and fashion. The brand insists on technological innovation and quality improvement, constantly achieving self-transcendence—always committed to providing safe and comfortable outdoor gear for outdoor enthusiasts worldwide. At the same time, NORTHLAND remains consumer-oriented and insists on using professional alpine testing to ensure product quality, which is a key reason for its success in over 38 countries and regions globally.
Lighting up the International Quality Map is an extension of NORTHLAND’s international quality and achievements in China, a commitment to Chinese consumers, and also a boost to the development of outdoor sports in China.
Experiencing Comfortable and Free Outdoor Living
Nowadays, living in bustling, fast-paced cities makes more and more people yearn to occasionally break free and seek different outdoor life experiences. The saying “It’s not about the destination, but the beautiful scenery and feelings along the journey” has become the aspiration, even the dream, of many. Since its launch in China in 2003, NORTHLAND, with its professional product quality, has upheld the core outdoor philosophy of “Comfort in Movement, Freedom in the Heart,” earning widespread recognition. At the NORTHLAND Austrian Outdoor Culture Appreciation Event, NORTHLAND Founder Mr. Pichler and Mr. Wang Fan from Biancheng Sports interpreted the profound meaning of “Comfort in Movement, Freedom in the Heart” from the perspectives of different eras in their respective countries.
Nowadays, living in bustling, fast-paced cities makes more and more people yearn to occasionally break free and seek different outdoor life experiences. The saying “It’s not about the destination, but the beautiful scenery and feelings along the journey” has become the aspiration, even the dream, of many. Since its launch in China in 2003, NORTHLAND, with its professional product quality, has upheld the core outdoor philosophy of “Comfort in Movement, Freedom in the Heart,” earning widespread recognition. At the NORTHLAND Austrian Outdoor Culture Appreciation Event, NORTHLAND Founder Mr. Pichler and Mr. Wang Fan from Biancheng Sports interpreted the profound meaning of “Comfort in Movement, Freedom in the Heart” from the perspectives of different eras in their respective countries.
NORTHLAND Headquarters R&D Director
With the acceleration of modern life rhythms and increasing life pressures in China, people in bustling cities yearn for harmony and the carefree freedom of childhood. This kind of life has gradually disappeared with the passage of time and changes in age, giving rise to a new lifestyle—heading outdoors to enjoy the solace of nature and find liberation from worries in freedom. Amid the blending of Sino-Austrian outdoor cultures, a distinctive NORTHLAND Austrian-style fashion show continued, blending scenes and emotions, offering all attending guests and friends a refreshing experience. They had the chance to closely listen to and feel the true essence of Austrian outdoor life, experiencing its comfort and freedom.
As Mr. Wang Fan from Biancheng Sports shared at the appreciation event: Austria has golden Vienna, the beautiful Princess Sissi, ancient medieval castles; it has the enchanting blue Danube River, the majestic Alps, and a wealth of outdoor sports resources; it is the homeland of composer Mozart, conductor Karajan, and outdoor enthusiast Gerwalt Pichler; it has “Red Bull” to ignite your passion, “Swarovski” to adorn your crystal dreams, and NORTHLAND to bring you complete comfort and ease… Austria is a place of comfort, freedom, romance, and beauty that captivates the heart.
And all of this, in the longer-standing, more beautiful, culturally rich, and vast land of China, is being widely recognized and explored alongside the development of outdoor sports in China. Compared to the monotonous, noisy, and hectic urban life, in pursuit of that outdoor comfort and freedom, some have already set out, more are getting ready, and others are still dreaming. On the physical and emotional journey of “Comfort in Movement, Freedom in the Heart,” we should learn from the Austrians to seek our true joyful nature and walk alongside the Austrian outdoor essence brought by NORTHLAND.
A dialogue on outdoor culture shows that heading outdoors can actually make life richer and more colorful.