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. 

Not displaying properly? Read directly on ISSUU here

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.