p4,6 outdoor news 9/19/08 3:06 PM Page 4
BUSINESS - Outdoor News
SGB
www.sgb-sports.comSports and Outdoor
Hawker wins Ultra-Trail du Mont-Blanc Outdoor ispo – putting
The North Face athlete Elizabeth Hawker, one of the Lizzy entered her first ultra-run in 2005 and surprised
brand’s endurance athletes, recently won first place in the herself and the world with her success. In the past few
international
women’s division at The North Face Ultra-Trail du Mont- years she has earned a place amongst the ultra-running
Blanc. elite, with achievements that include a Gold Medal and
For the sixth annual event, over 2,300 competitors from becoming World Champion at the 2006 100km World
communities on the
nearly 60 different nations left the starting line in Championships. She has also achieved first place at The
Chamonix, France on Friday, August 29. North Face Ultra-Trail du Mont-Blanc in 2005 and first at
map
Outrunning all her adversaries, Elizabeth “Lizzy” the 2006, 2007 and 2008 Zermatt Marathons where she
Hawker, the English powerhouse completed her exploit on set a course record in 2007. Not only a formidable athlete, Ispo’s outdoor community enjoyed one of the most
Saturday evening, shortly before 8pm, with a time of Lizzy also earned her PhD in Polar Oceanography during successful shows on record in 2008 confirming its place
25h19:41. 2005. as the undisputed winter business platform for the
Beginning and ending in Chamonix, the epic course industry. Encouraged by Munich’s ease of access and the
covered 166 kilometres and over 9,400 meters of total professional, authentic presentation of the sector, brands
elevation change. Taking place mostly on remote continued to increase their presence and outdoor ispo
backcountry trails, some with considerable exposure, the doubled in size to four vast halls within the main show.
omasinelli:
course circled the Mont Blanc massif through three The Scandinavian Village developed with the S.O.G.
countries — France, Italy and Switzerland. (Scandinavian Outdoor
Earlier in the summer, The North Face-sponsored Group) thoroughly
ultra-marathon runner Jez Bragg smashed yet another capturing the spotlight in
credit, © Francesco T record by winning The Devil o’ the Highlands race in terms of both export
spectacular form. Jez knocked an incredible 46 minutes potential and co-exhibitor
off the existing record of 6hrs 8mins, finishing in 5hrs interest and as a result of feedback, the ispo outdoor
22mins. team are working with UK partners to help create a
He now holds the record for all three of the West similarly dynamic exhibition community for future
Highland Way ultra races; The West Highland Way, The shows. A small “village” area will be introduced in 2009
Highland Fling and The Devil O’ The Highlands – a to start this initiative and offer the OIA and other
unique achievement to date. UK/Irish companies the opportunity to highlight their
The Devil o’ the Highlands features the best outdoor heritage and improve brand exposure. The
competitors in the passionate sport of ultra-running – group will be located in Hall B5 alongside many of the
they are given 12 hours to complete the course, over key UK outdoor brands in order to maintain a
mountain and vale from Tyndrum to Fort William. community spirit and enhance UK retail access.
2009 is already a sell-out success and outdoor visitors
Timberland returns to its roots for new campaign
will again be treated to the vibrant atmosphere created
by ispo’s specialist outdoor team, who have once again
Timberland's new ad campaign is set to "celebrate the “Timberland is an iconic global brand and our campaign introduced features such as the popular Outdoor Awards
excitement and exhilaration of being in the outdoors", aims to build on that status by taking Timberland back to and the now-legendary industry party. For all news and
says the company. The campaign has been created by the its roots. The first spot ‘Podium’ reaffirms Timberland’s updates go to the visitor link on
www.ispo.com where
newly-appointed Leagas Delaney. fundamental link with the outdoors and celebrates the the outdoor community has its own section.
‘Podium’ is the first ad in a trilogy, with the impactful spirit of outdoors adventure.”
commercial launching in the UK on the 24th August The campaign rolled out on August 16th, and the
during the Valencia Formula 1 Grand Prix. This spot “Podium” spot and a background video about the making
ski~mojo offers free
enforces the ad’s high octane energy and exhilaration of a of “Podium” will be supported on
man’s bold and inspiring ascent up a mountain, to
www.timberlandonline.co.uk/podium along with an
upgrades
discover his ‘personal podium’ at the summit and inspirational video of the 360-degree view of the shooting
ultimately the reward of breathtaking beauty. location in British Columbia, Canada. British company ski~mojo is offering free upgrades to
The campaign aims to re-energise the brand with a their customers following the introduction of new
bolder positioning whilst driving the outdoors association materials in its manufacturing process. New high-grade
and reflecting the environmental values of the brand. plastics developed by Dupont, who awarded ski~mojo
In addition the TV the Podium ad will be featured in the prestigious DuPont Winter Hardware Award at
250 cinemas; shown during the new release Tropic ISPO for its power boosting device, enhance the
Thunder and with an online extension of banner durability of the ski~mojo so the company decided that
advertising leading to “Unexpected Obstacles”, an online all cuostmers would be offerd a free upgrade. Martin
game. Hannaford, Commercial Executive of Kinetic
Louise Barnes, Timberland European Marketing Innovations who manufacture the ski~mojo, said: “We
Director, commented “The outdoors is and always has wanted to do this as a thank you to our ‘early adopters’ –
been, a fundamental part of Timberland’s DNA. after all, it's from their feedback that we’ve developed the
Underscoring and reaffirming the fact that Timberland is product to an even higher spec since its launch last year.”
born of the outdoors, the new campaign celebrates the Anyone wanting to upgrade their ski~mojo or find
challenges and adventures of the environment and what it out more about the product should go to
means to experience the exhilaration of the outdoors.”
www.skimojo.com
Tim Delaney, Chairman of Leagas Delaney said
4 SEPTEMBER 2008
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