The Eastern Outdoor Reps Association (EORA) and New England Sports Representatives (NESR), two trade groups, have joined forces to operate a new non-profit trade organization under the name 360 Adventure Collective.
Members of the group voted earlier this year to solidify the merger, bringing together 675 reps and 2,900 retailers at 12 markets and expos each year along the East Coast.
In September 2017, EORA and NESR formally merged and named themselves Eastern Active Sports Reps.
But a better name and logo were in the works with the help of a ZWO, a branding and marketing team based in Greenville, South Carolina.
And this week, the new name went live. While 360 stands for ski to sea and the circle from brands to reps to retailers to consumers and back, adventure and collective represents the group's shared mission.
The two trade groups were started in 1979 and are run by reps for reps to support independent and non-independent sales representatives of outdoor apparel, footwear, accessories, and gear for all things from sea to ski.
NESR focused predominantly on winter sports and EORA focused on summer sports, and both recognized the need for an expanded portfolio in an increasingly dynamic retail environment.
“In 2016, we experienced a winter without snow which led to the demise of numerous multi-door retailers, as well as increased pressure from direct-to-consumer and online channels,” said Will Masson, NESR president. “We were looking for ways to stay relevant to consumers as were our vendors and retailers.”
The merger provides a larger body of reps under a common name and shared passion, said Allison Frazier, president of EORA. “As retailers and vendors weigh which shows to attend and support, 360 Adventure Collective offers the value of hands-on, regional expertise and compounding knowledge that many of our less-focused counterparts can," Frazier said. "Additionally, a unified, larger membership body helps our reps lobby for the most competitive discounts for our retailers.”
This story will be updated with more information.