In the debut of our new trade journal, and in the following issues, you'll find stories that dig deep into important issues the outdoor industry faces. 

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Features

The End of Elite: When Walmart marketed Black Diamond last summer, the resulting fiasco stirred up a long-simmering identity crisis, causing the industry to look in the mirror and ask: Who are—and aren't—we? Page 64.

CoolShops: Multisport challenges, tutorial videos, open-arms outreach: These 10 shops show what it takes to kill it in retail today. Page 72.

The Long Arm of REI: The brand wields unmatched power in the industry. But is it a benevolent leader of the 800-pound gorilla of the outdoor world? Page 80.

Safe Outside? An eye-opening look at the groundbreaking SNEWS survey on sexual harassment and sexual assault in the outdoor industry. Page 84.

Copycat Gear: Evolving technology has made it easier than ever for brands to knock off a competitor's gear. Some call such companies a boon—others, a threat. Page 88.

Business

Industry Buzz: Rentals and demos are booming as more skiers travel in search of stoke. Page 13.

Your Next Customer: Enough with the calls to get people of color outside. We're there—you're just not speaking our language. Page 16.

Numerology: These key stats define the health of the outdoor industry today. Page 17.

Show Biz: Breaking down what you'll cough up at different type of trade shows. Plus: Do we really need three national shows? Page 18.

Shop Talk: Grassroots Outdoor Alliance and Sierra Designs launch an exclusive for member stores. Page 21.

Messaging: Hotels + gear = the freshest way to meet customers. Page 22.

In Brief: VF Corp, Interbike, and three-day OR. Page 24.

Culture

Fresh Faces: Meet a freshman Congresswoman, a queer advocate, a designer, and a leader in conservation and diversity. Page 27.

Unfiltered: Hey, brands: "Exposure" for your ambassadors doesn't pay their bills. Page 30.

Road Rules: Three reps share their tips, tools, and must-haves for life on the road. Page 31.

The Convo: What's your identity got to do with your work in the outdoors? Three industry members talk through it. Page 32.

Homage: Props for reps; one of our own battles cancer; volunteers save national parks during the government shutdown. Page 34.

Gear

Breakthrough: The North Face aims to dethrone Gore-Tex as king of waterproof breathable tech. Page 36.

The Trend Report: What's selling now—and will be soon—according to our expert panel of retailers and brand innovators. Page 38.

Voice 50: The coolest new products of the season, ranked. Page 50.

EcoFront: PrimaLoft breaks it down with a new biodegradable fabric; does recycling really rule? Page 62.