Jury Spring Summer 27

Photos fron jury meeting in Trentino: Piotr Drozdz

TRENTINO, ITALY – Five outstanding products have been recognized at the Scandinavian Outdoor Award Spring/Summer 2027, following extensive field testing in the mountains of Trentino, Italy. Among the five award winners, Fjällräven’s Keb Lätt 55 and OrganoTex Odor Remover emerged as the standout products, earning the Overall Winner and Sustainability Award respectively. A jury of highly respected outdoor journalists selected the winners, recognizing products that excel in performance, innovation, functionality, and responsible product development.

“Building a pack like the Fjällräven Keb Lätt is an art: it combines superb load-carrying comfort up to 18 kg with freedom of movement, low weight, durability, and exactly the features you need – nothing more, nothing less.”
Frank Wacker, jury member, Outdoor Magazin

This season’s competition was exceptionally strong. All nominated products demonstrated impressive quality, thoughtful design, and excellent field performance, making the final decisions particularly challenging. Nevertheless, five products distinguished themselves from the rest.

The winning products were tested in real outdoor conditions across Trentino’s varied alpine terrain, where changing weather, demanding trails, and long days in the mountains provided an ideal proving ground. To evaluate the products as thoroughly as possible, the jury spent several days hiking, using and comparing the nominated gear in the field. The jury also spent a night camping in the award-winning Nordisk Sirius 4 EXP, gaining first-hand experience of its comfort, weather protection and functionality. The result is a collection of winners that showcase the best of today’s outdoor industry.

Read more about all the products: www.scandinavianoutdooraward.com
Thanks to Visit Trentino for hosting the jury meeting!

>> PICTURES & PRESS RELEASES

OVERALL WINNER
Fjällräven Keb Lätt 55

Jury’s motivation: No other trekking pack out there combines low weight, great load capacity, carrying comfort and durability as good as the Keb Lätt from the Swedish brand Fjällräven. »The carry system manages loads up to 18 Kilos with ease and allows one to move freely«, one jury member raved while testing. The stays made from birchwood are more sustainable than the ones commonly used out of aluminum, the pack body out of fabric in recycled polyamide with UHMWPE ripstop will guarantee a long lifetime. Keb Lätt delivers all the functional features you need out there, weights 1130 grams and can be stripped down to a weight of 800 grams.

fjallraven.se

SUSTAINABILITY
OrganoTex Odor Remover

Jury’s motivation: “Finally, I can wear my favorite shoes again without having to warn everyone before taking them off,” one jury member said after using the ShoeCare Odor Remover from OrganoTex the evening before. Manufactured in Sweden using biobased and biodegradable ingredients, it guarantees that the odor remover meets strict sustainability requirements. It is easy to apply and has a pleasant peppermint scent.

organotex.com

INNOVATION
Aclima Lightwool 140 Hoodie w/Zip

Jury’s motivation: The Norwegian brand Aclima is the first manufacturer to offer a merino wool hoodie made from an exceptionally lightweight fabric with a verified UPF 40+ rating, protecting the skin from harmful UV radiation. Testers praised the material’s soft hand feel and the wide temperature range in which it performs well: it remains comfortable in warmer conditions without becoming overly sweaty yet provides more warmth than one would expect from such a lightweight merino garment. The long sleeves extend over the backs of the hands, the collar seals comfortably around the neck, and the hood moves naturally with the head. For those seeking verified sun protection, there is no better merino shirt.

aclima.com

TRUE SCANDINAVIA
Nordisk Sirius 4 EXP

Jury’s motivation: Tunnel tents with large vestibules originated in northern Scandinavia and remain the best choice for trips in rainy or winter conditions. The new Sirius 4 EXP from the Danish brand Nordisk is among the most versatile of them all. From the harshest winter conditions to summer camping, this four-person, four-pole tunnel tent delivers exceptional comfort thanks to its spacious inner tent, which accommodates four extra-wide sleeping pads, its huge front vestibule, five doors, and excellent ventilation options. The tent is easy to pitch and, when fully guyed out, will withstand the strongest storms. Highly durable materials ensure a long service life.

nordisk.eu

LIFESTYLE
Isbjörn of Sweden Foxy All Weather Low Sneaker

Jury’s motivation: After six years of development, children’s outdoor specialist Isbjörn of Sweden presents its first footwear model: the Foxy All Weather Low Sneaker. Designed as the ideal everyday shoe for children, it combines comfort, functionality, and healthy foot development. Features such as a flexible sole, a wide toe box, and a foot-shaped design promote natural growth by allowing the toes to spread and move freely.

The sole has been developed in consultation with an orthopedic specialist to support natural movement and proper foot development. A waterproof, breathable membrane keeps feet dry in all weather conditions.

isbornofsweden.com

The post Scandinavian Outdoor Award SS27 Winners appeared first on Scandinavian Outdoor Group.

WHEN: 17-19 May 2026
WHERE: Scandinavian Village & Outdoor Network Lounge is in Hall C2

We’re hosting a shared Outdoor Network Lounge with exhibitors from Scandinavia, Italy, and France. A welcoming spot to enjoy coffee, light snacks, and good company! Get your Outdoor Network Lounge wristband when you visit any of the hosting brands.

EVENTS IN THE OUTDOOR NETWORK LOUNGE (hall C2)

Sunday 17 May, 11.30 (10 minutes)
International Buyers Welcome
Welcome speech by Alessio Cremonese, President of Assosport and Benedetto Sironi, ITA – Italian Trade Agency.

Sunday 17 May, 17.30-18.30
Aperitivo by Italian Outdoor Group, Scandinavian Outdoor Group & Outdoor Sports Valley
Welcome to join us for beer & snacks in the Outdoor Network Lounge!
>> Sign up and see who else is coming on LinkedIn

Monday 18 May, 08.30-09.30
Outdoor Groups Breakfast
Join the associations for a short market update on the outdoor industry in the Nordic countries, Italy, and France.
>> Add event to your calendar

Brands exhibiting in the Scandinavian Village:

• Fjällräven
• Bergans
• Aclima
• Craft
• Devold
• Glerups
• Icebug
• Real Turmat
• Nordisk
• Mini A Ture
• Uphill Sport
• Meolinq
• Light My Fire

>> SEARCH FOR EXHIBITOR & BOOTH NUMBER

The post Scandinavian Village at OUTDOOR trade show, Riva del Garda 17-19 May appeared first on Scandinavian Outdoor Group.

For 25 years, Scandinavian Outdoor Group (SOG) has brought brands together to strengthen their international presence and keep them at the forefront of the industry. As the group celebrates its 25th anniversary in 2026, the focus is shifting toward an even stronger commitment of collaboration, innovation, and shared growth.

What started with a Scandinavian party at a trade show, built on a simple idea that brands could achieve more if they work together, has today become a cornerstone of the Scandinavian Outdoor Group. Since its foundation, SOG has worked with a clear purpose: to strengthen its member brands internationally. By joining forces, member brands have been able to create stronger visibility and more efficient market access, while simplifying and improving the experience for retailers.

”We started with the idea that if competitors teamed up to make the cake bigger instead of fighting over the biggest slices, we would all benefit. Seeing how SOG has grown over these 25 years, as well as our influence in the industry around the world, feels very rewarding.” – Martin Kössler, Co-founder and former Secretary General, SOG.

As the industry faces a rapidly evolving landscape, SOG ensures that its members stay ahead of the curve. The goal is clear: to provide members with the tools and connections necessary to drive sales and navigate a complex global market. This collective approach allows brands to optimize costs and effort while creating higher-quality business opportunities. Simply put, when working together, 1 + 1 equals 3.

”As we look toward the next chapter, our priority is to empower our brands’ commercial success. By intensifying our focus on networking and knowledge sharing, we create a platform where Scandinavian brands can thrive through collective intelligence and direct sales support. We aren’t just celebrating history; we are building the future of outdoor business.” – David Nordblad, Secretary General, SOG.

The spirit of this new direction was clearly present during the SOG Spring Networking Days held in Gothenburg in April 2026. Taking a playful approach with members and partners in the outdoors, the event focused on strengthening professional relationships, sharing strategic insights, and creating space for new commercial ideas.

“It’s inspiring to be part of a network where openness and collaboration are at the center. SOG Networking Days really show the strength of coming together as an industry.” – Calill Odqvist Jagush, CEO of Light My Fire.

After 25 years, SOG remains committed to its founding idea that collaboration creates strength. As the outdoor industry continues to evolve, this business-driven, collective approach is more relevant than ever.

The post SOG 25 years appeared first on Scandinavian Outdoor Group.

Today, Brynje continues to equip elite military units, rescue professionals, and world‑leading expeditions who demand uncompromising warmth, precision, and reliability.

www.brynje.no

The post Brynje – new SOG member appeared first on Scandinavian Outdoor Group.

Expect meaningful networking, shared experiences, and of course, a great party.
Bring your colleagues and celebrate 25 with us!

For a quarter of a century, our community has been at the heart of the Scandinavian outdoor industry, bringing together brands, partners, and innovators. To celebrate this milestone, we’re hosting a 25-year anniversary party filled with networking, inspiring talks, and shared memories. We hope you’ll join us as we look back on our journey and forward to the adventures ahead.

We’ll gather at Hjortviken Country Club, just outside Gothenburg — easy to reach, yet offering that familiar outdoor feel (with a touch of luxury).

Don’t miss out – it will be the event of the year!

AGENDA

15 April

13.00 Meet up at Hjortviken Country Club
13.00-17.00 SCANDINAVIAN OUTDOOR GAMES – Business oriented networking activities in the outdoors
17.00-19.00 Mingle/Pool Club
19.00 25-Years Celebration

16 April

8.30-9.45 Welcome & SOG Update
9.45-10.45 HOW PLAYFULNESS CAN BOOST INNOVATION – Magnus Göransson
10.45-11.30 Coffee break
11.30-12.30 A DECADE OF BRAND BUILDING – Grand Public
13.00 Wrap Up Lunch

SPEAKERS

Magnus lecture will span across – how playfulness and play supercharges creativity and innovation due to neural mechanisms – Examples and theory on how to create a Creative culture using playfulness – Why is it that Playfulness is such constantly growing trend? And how can understanding play help you create better experiences.
All of this and a little about Avocados in one inspiring session.

Magnus Göransson on LinkedIn

In his talk, Erik shares the thinking behind the concept, how it was built, and what made it succeed over time – as well as the challenges that came with it.

The presentation offers practical insights into building meaningful brand experiences, staying culturally relevant, and turning sponsorship into something that truly engages people.

Erik Leonsson is a creative strategist with over 15 years of experience, working across everything from global brands to small businesses and startups, with a deep passion for the outdoor and sports world. Erik is also a Course Director and experienced lecturer at Berghs School of Communication.

Erik Leonsson on LinkedIn

The post SOG Spring Networking Days 2026, Gothenburg appeared first on Scandinavian Outdoor Group.

”Land Lines” is rooted in the deep respect for nature’s shapes, rhythms, and textures – from wind-sculpted dunes to frozen riverbeds, mossy forest floors, and the geometry of stones laid gently into earth. This collection channels the meditative simplicity and tactile dialogue seen in the works of land artists who use natural elements to trace, mark, and honor the terrain. Our color palette reflects this grounded aesthetic: muted greens, clay browns, mineral greys, soft lichen, and earthy ochers echoing landscapes shaped by time, weather, and touch. The silhouettes are thoughtfully designed to move with the child – layering like sediment, flowing like water, and sheltering like bark.

At MINI A TURE, our mission remains unchanged: to create outerwear that enables freedom, fosters connection, and cares for both child and planet. In a world that often rushes past nature, this collection encourages children to walk with it, create with it, and grow with it. ”Land Lines” celebrates the earth’s quiet stories – traced across fields, forests, and fjords – and wraps your little explorers in garments designed to protect, inspire, and endure.

This season, MINI A TURE introduces several new styles including a functional GRS certified 3-in-1 shell jacket. All styles will feature digital product passports with QR codes, providing consumers with full transparency about each product’s production and supply chain and from AW26 onward MINI A TURE is partnering with InResST®, a company transforming discarded fishing nets into premium, high-performance, recycled materials.

MINI A TURE’s Autumn/Winter 2026 collection will be available from August 2026 at retailers worldwide and on >> miniature.com

The post MINI A TURE News Autumn/Winter 2026 appeared first on Scandinavian Outdoor Group.

Light My Fire expands its iconic kåsa family with the launch of the Swedish Kåsa 150 ml/5 oz – a smaller and even more versatile version of the original, Swedish Kåsa 300 ml/10 oz. It’s compact, lightweight and perfect for smaller portions, coffee, serving and tasting.

Cooking under the bare sky – Inspired by the four seasons

Discover the simple pleasure of cooking outside with 65 recipes that make the most of what nature has to offer. From fire-cooked meals to ingredients foraged in the forest and sea. Cooking under the bare sky is an invitation to embrace friluftsliv, the Swedish art of open-air living, where every meal is influenced by nature. All recipes by Martin Nordin.

Swedish Spork stainless

Swedish Spork Stainless wins prestigious true Scandinavia Award – Celebrated as Icon of Applied Art

The post Light My Fire News appeared first on Scandinavian Outdoor Group.

Download pictures and press release (English, Finnish, Swedish)

At the Scandinavian Outdoor Group’s (SOG) Fall Networking Days, Juha Latvala, CEO of Pomar, was appointed as the new Chair of the Board. With extensive experience in the outdoor industry – previously as CEO of Sasta and now leading Pomar – Juha steps into the role with a clear vision, shared with Secretary General David Nordblad: to return to the group’s core purpose and focus on how SOG can best support its members in strengthening their sales and exports.

BACK TO THE ROOTS

With this new strategic direction, SOG is going “back to the roots” – returning to the founding principles of the group: supporting members to grow in new markets and strengthen their business opportunities. At the same time, the organization will continue its important work in providing knowledge and inspiration in areas such as sustainability, innovation, and competence development.

– We know our members face major changes, both commercially and in terms of sustainability. Our role is to be a practical resource and a strong network – offering relevant tools, activities, and collaborations that truly make a difference, says David Nordblad, Secretary General, Scandinavian Outdoor Group.

SOG supports its members through webinars, lectures, focus groups, joint projects, and – perhaps most importantly – the network itself. It is within this community that Nordic outdoor brands meet to share experiences, exchange knowledge, and collectively drive the industry forward.

NEW BOARD

During the meeting, Erik Møller, Nordisk, was also elected as a new board member. The Board of Scandinavian Outdoor Group now consists of:

• Juha Latvala, Pomar (Chair of the Board)
• Matti Lehtovirta, Reima
• Maria Venus, Fjällräven
• Andreas Håkansson, Icebug
• Erik Møller, Nordisk
• Sara Wänseth

SOG extends its warm thanks to outgoing Chair Maria Frykman, Isbjörn of Sweden, for her dedicated work and valuable contributions to both the board and the members.

The post SCANDINAVIAN OUTDOOR GROUP APPOINTS NEW CHAIR AND REFOCUSES ON ITS CORE MISSION appeared first on Scandinavian Outdoor Group.

30 Nov – 2 Dec 2025

Come and do business, meet, and network with leading Scandinavian outdoor brands in Hall A2. Enjoy coffee, snacks, and beer at the bar, and explore the latest Scandinavian innovations. All in a warm and welcoming Scandinavian atmosphere.

The nominees for the Scandinavian Outdoor Award will be presented in the heart of the Scandinavian Village.

EVERY DAY in the SCANDINAVIAN VILLAGE

• COFFEE & SNACKS AT THE SCANDINAVIAN BAR
• NOMINEES FOR THE SCANDINAVIAN OUTDOOR AWARD
  Check out all the the new products and innovations from the Scandinavian brands.
  The nominees for the Scandinavian Outdoor Award are on display right next to the bar!

SUNDAY 30 NOVEMBER

• 17.00-19.00 AFTER WORK >> Join event on LinkedIn!
• 17.30 SCANDINAVIAN OUTDOOR AWARD CEREMONY

MONDAY 1 DECEMBER

• 9.15-9.45 BUYERS BREAKFAST – The NXT Outdoor Consumer Germany
  Sponsored by: ninyes and MINI A TURE
  Speaker: Fredrik Ekström, Above The Clouds
  >> Sign up for Buyers Breakfast
  Fredrik will present trends and insights from the new report The NXT Outdoor Consumer Germany. Built on data from 1,300 German consumers, 25 expert interviews. A 30-minute insight boost to shape your 2026 buying strategy!
• 10.00 SCANDINAVIAN PRESS MEETING in the Scandinavian Village
• 17.00 HAPPY HOUR powered by Rudholm Group & Thinsulate

The post Scandinavian Village at ISPO Munich 2025 appeared first on Scandinavian Outdoor Group.

THE FIRST SPEAKERS

CHRISTIANE DOLVA TÖRNBERG
H&M Foundation

FROM MOUNTAIN PEAKS TO FASHION RENEWAL
– Reflections from the frontlines of sustainability
What does the future hold for sustainability in the outdoor and textile industry? Drawing on her background in the outdoor industry and now as a driving force for innovation in the fashion and textile industry, Christiane Dolva Törnberg shares reflections based on her experiences.

Expect a conversation filled with personal insights and lessons learned, concrete examples, reflections on challenges and opportunities in today’s sustainability efforts and an open dialogue on how we can accelerate the industry’s climate action.

BUSINESS IN ASIA

NORDISK’S EXPANSION IN ASIA
Erik Møller, Nordisk
Erik Møller, Founder, Owner and CEO of Nordisk, will share the company’s strategy for expanding into the Asian outdoor market. With a long and successful history, Nordisk has already established a strong presence through its brand stores in South Korea, and is now taking the next step by entering China with its own Nordisk brand stores.

STRATEGIES FOR SUCESS IN ASIAN MARKETS
Joakim Abeleen, Linda Bradley, Business Sweden
With their extensive knowledge of Asian markets, Business Sweden will provide valuable insights into the opportunities and challenges that companies face when expanding in the region. Drawing on their experience in supporting Swedish businesses abroad, they will highlight key trends, success factors, and practical strategies for entering and growing in Asia.

KIM SCHOLZE
Sympatex & Spuzziness Podcast

CONNECTING THE DOTS
– Between courage, limits and the real tomorrow

Join Sympatex CSMO Kim Scholze for a candid look at leading in complex times. She shows how to read limits as signals—not weaknesses—make respect visible in daily behavior, and redesign systems so people and performance can thrive. Through a personal moment and a clear team metaphor from ski touring, Kim offers practical reflection prompts and guides the audience toward one concrete commitment in their own sphere of influence—human, applicable, and ready to use the moment you leave the room.

With deep roots in the sports and outdoor industry, Kim brings a wealth of experience and insight to the stage. As a long-time partner and key contact for ISPO Munich, Kim has helped shape dialogue and connections across the global outdoor community. Today, she continues to explore the industry’s challenges and opportunities as the host of the podcast Spuzziness, where she engages with thought leaders and innovators from across the field.

FREDRIK EKSTRÖM
Above The Clouds

TURNING CONSUMER TRENDS INTO BUSINESS VALUE
Fredrik Ekström will share insights from the NXT Outdoor Consumer Report Germany, grounded in robust consumer research and built on the long-term Future Series platform from Above The Clouds. With comparisons to the Nordic market, he will highlight what shapes the German outdoor consumer, where values, trends and contradictions collide, and how brands can turn these insights into trust, preference, and growth.

Fredrik Ekström is a brand strategist and founder of Above The Clouds, specializing in consumer insights and brand communication for progressive outdoor and lifestyle brands. He leads The Future Series, a research platform behind reports such as The NXT Outdoor Consumer and The NXT Sustainable Consumer.

CHRISTIAN SCHNEIDERMEIER
EOG Director

Christian Schneidermeier, Director of the European Outdoor Group (EOG), will once again be joining our meeting. He will give a talk on the future of EOG and share his insights on the organisation’s way forward. Christian will be present throughout the entire meeting, contributing his valuable knowledge and perspectives.

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