You say ta-mah-to: Guide to pronouncing commonly butchered names of outdoor companies

How to pronounce Nau, Teva, Mammut and 14 other commonly butchered outdoor company and brand names.
Author:
Updated:
Original:

Throughout the next month, SNEWS will recap its coverage of Outdoor Retailer Summer Market 2012 with select stories from the O.R. Daily we published at the show Aug. 2-5. It’s an opportunity for you to catch up on stories you might have missed in O.R.D., and for us to update and upload the articles to our searchable archives.

This SNEWS Outdoor Retailer Summer Market recap is brought to you by Cordura:

By now we all know to say nye-kee when referring to Nike, but back in the 1980s it wasn’t unusual to hear friends mention they’d bought a pair of Nikes — as in bikes. Fast-forward to 2012, and it seems almost trendy for companies in the outdoor industry to create names so eclectic their own employees struggle with the pronunciation.

“If we didn’t make [our name] difficult to figure out, we wouldn’t be having this conversation,” chuckled Mark Galbraith of Nau, which sounds like now — not nah as in nautical. “It’s three letters, we could find a web domain, it wasn’t trademarked and Northern Arizona University didn’t have a problem with us using it. Plus, Nau means ‘welcome’ in Maori, and we thought it would be great to have a name that said ‘welcome to my whatever.’” The pronunciation of Nau as now is a bonus, he added. “It’s a subtle reminder that our product is current and fresh.” 

Picking names that mean something in another language is certainly popular. Teva (teh-vuh, not tee-vah) means nature in Hebrew. Elsewhere, companies create wholly new words from phonetic colloquialisms. Pronounced jewel, Juil “means absolutely nothing,” according to a salesperson at the booth.

Hang around Mammut and you’ll hear ma-moot with the emphasis on the first syllable, maybe even mam-mit (like “damn it”). Both are wrong. The true pronunciation of the word that means wooly mammoth is ma-moot, with the emphasis on the second syllable.

Herewith, a list of the most commonly garbled outdoor names along with their correct phonetic pronunciation.

Vibramvee-bram

Tevateh-vah

Cushe
– kush-ee

Guyot – ghee–oh

Katadyn cat–a–dine

Naishnash

Naotnay–oat

Deuterdoy-ter

Asolooz-low

Primaloftpree-ma-loft

Millet  – meeyay

Fjallravenfee–al–ray–ven

Leki – lay-key

--Jill Adler

Outdoor Research: No more acronym

For years, we knew the Seattle apparel and accessory leader as OR. No longer. Outdoor Research (#A-104) wants everyone know that the company is more than two initials and definitely not a souvenir from the O.R. trade show. “OR doesn’t stand for much outside of our core users,” said PR representative Dave Simpson. “We’re using the whole name now so there’s no confusion.” The rebranding means clothes for 2013 will sport both the traditional OR logo as well as the full company name.

Related

Outdoor: Did you hear?...

>> John Kirsch Jr., president of Sportif USA, was in a dirt bike accident on Feb. 14. Kirsch, 37, suffered a severe spinal injury and a collapsed lung and is currently listed by the hospital in fair condition. During Kirsch's recovery, Sportif's executive management team has ...read more

Outdoor: Did You Hear?...

>> The Avalanche Fund, formerly the American Avalanche Advisory Fund, has reorganized to best ensure access to winter backcountry avalanche forecast information. The first meeting will be Saturday, Feb. 1, at Outdoor Retailer Winter Market in Salt Lake City. Peter Metcalf, CEO of ...read more

Outdoor: Did You Hear?...

>> Hats off to the Outdoor Retailer trade show team! Though exact details are sketchy SNEWS has learned that as an added perk for qualified retailers (that means you have to have a retailer badge or no go), OR will offer free wireless access in the Retailer Lounge located in ...read more

Did you hear?... Executives split on commonality of questionable accounting procedures

When it comes to hinky accounting procedures, the business world seems to be evenly split between pessimists and optimists. Half of senior executives and managers say questionable accounting practices are common in business today, while the other half say they are rare, according ...read more

Outdoor: Did you hear?…

For the week of Nov. 2-8 >> Mammut and Climb High (the U.S. distributor for Mammut) have issued a recall for approximately 500 Barryvox avalanche transceivers shipped to U.S. retailers since August 2004. According to Mammut, "tension cracks may appear in the red plastic casing of ...read more

EconomicReports.JPG

Retailers say credit card companies are ‘killing us’

Retailers and credit card companies are increasingly skirmishing over rates and transaction fees -- and it has lead to some tense situations. Consider these cases: A large outdoor retailer in Minneapolis slaps a lawsuit against its credit card partner for rejecting customers ...read more

Nau Named One of America's "Best Companies"

April 5, 2010. Portland, OR— Nau, the Portland based sustainable urban + outdoor apparel company, is named to Outside Magazine's “Best Companies” list today. Since its beginning in 2007, Nau has been dedicated to positively changing the industry by offering ...read more

Greenpeace.jpg

Greenpeace report slams outdoor apparel manufacturers, singles out companies for PFC use; brands say it’s nothing new

Greenpeace is placing increased pressure on the outdoor industry to clean up its act with waterproofing materials. The enviromental watchdog's recently issued “Chemistry for any weather” report found that more than dozen waterproof apparel pieces it tested, including its own ...read more

Outdoor: Did You Hear?…

>> The newest member of the Mammut Pro Team is Vinzenz Lüps -- a freestyle snowboarder from Munich, Germany. Lüps, 21, won gold at the ISF finals in Switzerland last spring, and he also won this season's freestyle competition opener in the fall. >> ispo and sponsor Volvo will ...read more