July 22-25 an event.. an event more inflated than the Zeppelin sent ripples out across the shores of lake Constance, Friedrichshafen 2004 – The Outdoor Show.
The MJ blimp dropped anchor and we slid down to infiltrate one of the key trade shows of the year. Our boys aren’t the most experienced players on the block, but that’s all right; MJ breathing life into the industry.
Friedrichshafen is where all the people who design and manufacture outdoor gear come together and try to outdo each other under a white flag. This truce works well. It’s a small world, most people know each other and more or less people are in it because they enjoy it.
Products are the thing here, what you see here is what will be in your shop next season. It is of course closed to the public. Some stands are like mini fortresses where you have to sign in and have someone hold your hand as you look at their stuff. Yup, they are out to impress big time. Big stands, big music, bella babes.
Those with the deepest pockets put on the biggest shows. Gore-tex® took the opportunity to tell us wonderful things about their paclite® fabric, heck they even had Ines Papert® to prove it. Pulling on a jacket she proceeded to climb some wooden poles. She looked somewhat warm up there, but credit where credit is due she didn’t give up. Treating us to her full repertoire of body contortions, and a good measure of courage she topped out. And was the jacket still dry® inside? Yes, according to one independent witness who examined her afterwards.
But just how does this stuff get in the shops? and how long do you have to wait before you can be like Ines?. Like we said already, next season! Good things come to those who wait don’t they? Thank all those guys and gals making like mules weighed down by trade brochures, colour charts and order forms. These are the retailers, distributors and journalists. They choose what you can choose to buy. Then there are also the sponsor hunters, those with their feet under the table smoothing it up or those trying to get there. Make no mistake, it’s not easy, there is a lot of competition out there.
The American contingent are all buddies, so much so that they build their own village inside the show. Black Diamond, Arcteryx, Franklin, Prana and 5 Ten blur the territory so much you have to check yourself to remember who’s stuff you are looking at. A cheeky micro boulder no more than 6ft high and holdless became, for a short time, centre of attention. Presided over by J.B. Tribout the young pretenders received a lesson in the art of boulder. Very neat.
And who pays for it? Well ultimately the consumers. But hey it’s great. Vaude throw open their doors to a party. 5 euro and as much spätzle, beer and german rock as you can keep down: just one of the perks of being in the biz. The party went on as the heavens opened. Normally well equipped folk rushed for cover, slipped from tables, bounced, and got up to do it all over again.
The true heroes are those at their stands 9 sharp the next morning. The press have it easier. Entry is free, the press centre is kitted out with internet access and telecommunications, free coffee, biscuits and yes the free lunch. They look after us. Taking time out in the press room, lots of serious looking people walk around, thumbing through press packs finding out what’s new, the latest more breathable fabric and the newest water shedding sole design. These are real journalists, they read it all and then we read what they write.
And things go like this. Grams get shaved off hiking boots, sleeping mats get more refined, new ‘tex’ names get introduced. And is it important? Yes probably it is. Ok it doesn’t make walking up Ben Nevis that much easier, but little by little our stuff gets better and better.
I guess it is no different to any other industry, any other industry show. Don’t get us wrong, MJ loves gear, you have to believe us we really do. The brands spend a fair bit of money telling the shops what’s what so that they can pass it on to you second hand. If you want to sell your stuff you have to tell people about it.