ny doubts about the iPod’s dramatic impact on society van-

ished with the June 2006 news that iPods were more “in” than

beer drinking on college campuses. That’s right—73 percent of

undergraduate students reported in a survey by Student Monitor that

the iPod was more in than beer, text messaging and downloading music.

It was only the second time in the 18-year history of the survey that

beer has been bumped from the top spot in a list of influencers. The other

time? That was when the Internet became cool.

Call it the iPod effect or call it something else entirely, there is no ducking thefact that the iPod is affecting our social and business culture. Just considerhow file downloading has transformed the music recording society.But the iPod effect reaches beyond the way we enjoy our favoritetunes—it’s affecting the way we enjoy being outdoors.

For a few years now, outdoor companies have made prod-ucts compatible with electronic devices. But the iPod hasaccelerated this trend, and nearly every product categoryhas products targeting the iPod user.

Marmot has its iGlove, and Reusch (a snowsportscompany) has its Sonic Control—both gloves allow thewearer to operate the touch-sensitive iPod controls withouthaving to remove the glove. CamelBak has the SkullcandyIntegrated Scorpion pack with, and we’re not kidding, built-in wireless speakers (one on each shoulder strap) that offercrystal clear sound broadcast to the pack wearer—and yes,those in close proximity. For a more personal concert experi-ence, the system will connect to headphones.

JanSport, too, has LiveWire, which features a cord managementsystem and an integrated remote-control touchpad available in both packs andapparel. Now, a user can tuck the iPod safely into a pocket, but still controlall the functions using the touchpad mounted on the shoulder strap or sleeve.The trend is also affecting footwear. Nike launched running shoes with asensor that measure’s activity and then sends data to an iPod nano worn ona shirt sleeve.

Even small companies, such as Westcomb, have new iPod tricks up their sleeves.Westcomb has a remote control feature built into the sleeve of one of its more tech-nical jackets—a nod to the fact that even hardcore adventurers these days are climbing,mountaineering, backcountry skiing, mountain biking and more all while plugged in.

Which got the GearTrends® team wondering, how far is this iPod thing likely to go? So, we queried company presidents, designers, PR agencies and more to get a

better sense of how much the iPod is affecting the outdoor market right now, and whatrole it will play in the future. Here are our questions and their responses….

» W W W . G E A R T R E N D S . C O M7 2 » O U T D O O R » S U M M E R 2 0 0 6

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Apple’s ingenious device is

CHANGING THE WAYoutdoor companies

design gear andclothing.

B Y M A R C U S W O O L F A N D

M I C H A E L H O D G S O N

iPod»

»

effectA

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Timberland Rugged on the Outside, SmartWool Cool

and Comfy on the Inside.

The New Power Lounger Series

with SmartWool for Men and Women

• Cool, breathable SmartWool lining for warm

weather comfort

• Evaporates and wicks better than synthetics

• Odor free, machine washable and fast drying

TIMBERLAND AND ARE TRADEMARKS OR REGISTERED TRADEMARKS OF THE TIMBERLAND COMPANY. ©2006 THE TIMBERLAND COMPANY. ALL RIGHTS RESERVED.© SMARTWOOL IS A TRADEMARK OR REGISTERED TRADEMARK OF SMARTWOOL CORPORATION. OUT33674

62-75_Climb_iPod_WG.qxd 7/13/06 5:15 PM Page 73

while listening to your music through water-proof carbon fiber speakers that are alsoembedded in the harness. (You can) plugyour cell phone into the system and conversehands free. CamelBak is also evaluatingvarious technologies that will aid in hydra-tion measurement and performance evalu-ation. However, we will only incorporatetechnology where we feel there is sufficientdurability, ease of use and consumer value.”

Lee Fromson | REI, vice president of gearand apparel group:

“From media and information to light andenergy generation, (the iPod) will increas-ingly play a role in the product REI Gearand Apparel brings to market. The role willvary from cut/sewn product that is highlycompatible to cut/sewn product with inte-grated technology to opportunities in REIstand-alone technology products.”

Kim Coupounas | GoLite, co-founder:

“In 2005, we introduced a soft shell cyclejacket with an integrated flashing lightsystem. While it is an award-winningproduct, it wasn’t necessarily indicative of thelightweight, functional ethos that definesour design approach. Our customersdemand functionality and versatility, andintegrated technologies tend to limit both.So, in the future we’ll continue to focus on“compatibility,” and leave it to the consumeras to how much technology (and weight)they want to add to a product.”

John Healy | Timberland InventionFactory, senior director of research anddevelopment:

“Timberland will not include electronic capa-bilities into its footwear line simply to followa trend. If or when Timberland producesfootwear with electronics, the product willbe purposeful. If the electronics relate toactivity level, footwear performance, or canalter/improve the function of the footwear,then it belongs in a shoe. If it simply playsmusic (and there are patents filed for MP3players in footwear), use an iPod.”

Len Cercone | CerconeBrownCurtis, partner:

“The winners will be companies thatdevelop technologies in partnership withelectronics manufacturers to create betteroutdoor experiences. Why not a trailrunner with an integrated MP3 player andwireless in-ear headset? In short, theindustry needs to stop reacting to tech-nology and figure ways to use it to createsomething new and exciting.”

» To hear the latest podcasts from SNEWS®,go to www.SNEWSnet.com/podcasts.

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WEB EXTRA! To read about how companiesare using podcasting as a promotional tool, an

added benefit for SNEWS® subscribers, go towww.geartrends.com/extras.

to share and boast with others online. Tobetter serve this segment, our Mayhem andHavoc hydration packs incorporate a heavilypadded Digi-Cam pocket.”

Nate Simmons | Malden Mills, publicrelations manager:

“The Polartec APEX Design Award winneris the iRebel Hoody from newcomerWestcomb. Its integrated soft switch tech-nology seamlessly allows you to control youriPod through soft buttons built into thesleeve. Polartec (also has) the technology tointegrate conductive fibers into our textiles.Could this be applied to music? Without adoubt. But, we have not yet developedanything for this specific end use.”

» In the future, how prominentof a role will electronic tech-nologies play in your efforts tocompete in the market?Carson Stanwood | Stanwood andPartners Public Relations, owner:

“The day can’t be too far off when the GPSis integrated to the iPod and instructions ordirections are provided for a hike. (Perhapswith sponsorship? “It’s the Death Canyon toTeton Canyon hike, brought to you byTimberland!”) Products that hold iPods orwork with them (like the new Nike shoe)are going to be big. An iPod is just a storagedevice. Music was the first application, butmaps, workout information, directions,instructions, etc., are coming.”

Scott Jordan | Scottevest:

“Our goal is to license the patentedTechnology Enabled Clothing system toother clothing companies, similar to theway Gore-Tex is applied to other brands.”

Todd Yates | JanSport, vice president ofmarketing and R&D:

“Most people forget that most of the iPodsout there have only been sold in the past fewyears. In a product development world, itcan take a year to get product to market,sometimes longer! In the coming seasons, Iam certain we’ll see an even larger move-ment to product designs that consider theconsumer’s electronics usage.”

Mac Tillman | CamelBak:

“This holiday and next spring, CamelBakwill launch digital music versions of ourpopular Scorpion and Hellion snowsporthydration packs as well as our franchiseM.U.L.E. and new E.P.I.C. bike products.These packs allow you to operate your MP3player from controls on the shoulder harness

» How are the iPod and otherelectronic technologies affectingproduct design?Scott Jordan | Scottevest, founder and CEO:

“Scottevest was formed over five years agospecifically to address the needs of the popu-lation’s digital lifestyle. All of our productsincorporate our patented TechnologyEnabled Clothing system, which managesthe wires associated with iPods and cellphones using a conduit system commonlyreferred to as a Personal Area Network, orPAN. We are the only company with a fullrange of clothing designed to accommo-date electronic devices, ranging fromperformance T-shirts, hoodies, pants, winterjackets, vests and caps.”

John Cooley | Marmot, vice president ofmarketing:

“Electronic entertainment and communi-cation is now an integral part of designcriteria and process. The scale and scope of(how we’ll apply) these technologies arestill a dynamic arena. The change is sorapid, the resources so new and varied, andthe possibilities so broad that the issue isapplying the discipline to choose a few gooddirections and stick with it. This is a clearcase where focus is more important thantrying to be all things to all electronic users.”

D’Arcy Bloom | Blurr, designer:

“Initially, we had a handful of productswith features catering to technology. Now,post iPod, probably 40 percent of our stylesgive the nod to technology, which I thinkis quite large given that it would beimpractical to incorporate it into many ofour styles (tees for example).”

Mac Tillman | CamelBak, vice presidentof marketing and product management:

“We consider the consumer’s use of tech-nology in every product we make. All of ourcycling, outdoor and snowsport packs haveaccommodations for iPods or other MP3players. CamelBak supports the Free Rideand Downhill segments through its OutlawSeries. Here the consumer need goes beyondmusic and into video. Freeride and Downhillriders will spend the day filming each otheron adrenaline pumping drops, ladders andother obstacles, looking for ways to improvetheir lines and sharpen their techniques.Later, they will download the digital video

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