Outdoor: Did you hear?…

Ben & Jerry's for breakfast at Summer Market!, Five Ten launches a new division, Bob Orlando leaves Teva, June 4 is National Trails Day, new shoe converts exercise time into allowed TV time, and much more...

For the week of May 24-31

>> Who doesn’t like ice cream…but for breakfast? Hmmm…it is a dairy product, so why not! And for Ben & Jerry’s, anytime of the day is just fine by us. So, we’d recommend you mark your calendars for Friday morning at 7:30 a.m., on August 12 in the Salt Lake City Marriott, because that is when Jerry Greenfield, co-founder of Ben & Jerry’s will be speaking on brand building with social and environmental responsibility. Sponsored by W.L. Gore, this breakfast event is sure to pack in the crowds and pack on the pounds. No way our team is going to miss it! RSVP to

>> Five Ten has created a new division, the Action Sports Team, headed by Steve Delacruz. The first introduction in Five Ten’s Action Sports line is the Impact, a down-hill mountain bike specific shoe. Some of the world’s top riders, including Nathan Rennie and Sam Hill, are racing exclusively in Impacts. Five Ten is also sponsoring U.S. downhill aces Curtis Keene and Mark Weir of Team WTB. Five Ten is the exclusive footwear supplier for Santa Cruz Syndicate, MadCatz, and Curtis Keene at World Cup, NORBA and freeride comps worldwide. Previous to joining Five Ten, Delacruz worked as a research and development engineer for RockShox, GT Bicycles, and Oakley.

>> Robert Orlando exited his position as president of Teva on May 24 to “pursue other interests.” A search is on for his successor and until a replacement is found, Angel Martinez, Deckers’ president and CEO, will assume responsibility for Teva in the interim. Martinez said, “I believe that Teva is an incredible brand that is still only scratching the surface in terms of its potential. Going forward, we will focus on significantly enhancing our design and product development efforts, broadening our marketing initiatives and more aggressively pursuing the tremendous opportunities that exist for the brand overseas. We are dedicated to further improving our operating platform and maximizing our prospects for growth.”

>> June 4 marks the American Hiking Society’s National Trails Day event, and for the 12th year retailer Eastern Mountain Sports (EMS) is lending its support. In conjunction with this year’s theme “Take the Path to a Healthier You,” 36 of its stores have developed several grassroots trail activities to help maintain, clean and improve local trail systems. Other national sponsors, each with their own impressive list of trail activities on June 4 include REI, Adventure Medical Kits, Backpacker magazine, Merrell, Royal Robbins, and Thorlos. For more information on National Trails Day, visit

>> It’s the nomadic life for Hooked on the Outdoors magazine. Hooked signed an agreement with The Colorado Yurt Company as the official yurt company for the consumer magazine. In addition to being utilized as a booth at future Outdoor Retailer and other industry trade shows, the yurt will serve as a staging area at various events and promotions produced by Hooked and its parent ADventure LLC. Based in Montrose, Colo., and founded in 1978, The Colorado Yurt Company is the oldest manufacturer of yurts, tipis and tents.

>> The North Face opened its first store in Stockholm, Sweden, and sixth in Europe, on May 31. Opened in partnership with Outside Scandinavia AB, the 310-square-meter store is two stories and situated on the corner of Smålandsgatan and Norrlandsgatan, two of Stockholm’s most important commercial streets, TNF said.

>> “Keep walking” could be the motto for a new shoe that controls how much TV kids watch. Developed by a student at London’s Brunel University, the Square-eyes shoe has an insole that records the amount of exercise a child does and converts it into TV watching time. One button on the shoe records the number of steps taken each day, then transmits it to a base station connected to the TV. It calculates the time earned and once it runs out, the TV automatically switches itself off. The ultimate aim is 12,000 steps for girls and 15,000 for boys to receive a maximum of two hours of TV time per day. Square-eyes was showcased alongside the other work of Brunel graduates at the University’s School of Engineering and Design.

>> Johnson Outdoors has appointed Dunkin-Lewis its sales rep agency in the South for its paddlesports products, including Old Town, Ocean Kayak, Necky, Carlisle and Extrasport. It will handle 18 states throughout the South and parts of the Midwest. Johnson has worked with Dunkin-Lewis for over 35 years with its other brands like Minn Kota, Eureka and Humminbird.

>> Pet product maker OllyDog has hired Julie McFadden and JAM Media to handle it public relations outreach.

>> CamelBak has received Bicycling magazine’s 2005 Editors’ Choice award for its Blowfish hydration pack, recognizing the system as the most outstanding product in its category. CamelBak received its award at the Sea Otter Classic.

>> The Access Fund appointed Whitney Self as the new director of development. Formerly development director of Colorado Conservation Voters, she has also served as the deputy campaign manager, political director and lobbyist for SEIU. Self will handle the fund-raising strategy and philanthropic support of major donors and foundations. She’s available at or 303-545-6772, ext. 113.

>> The American Whitewater Association has hired Fort Franklin, a multi-disciplined creative agency, to develop a brand campaign to drive membership. It will include corporate identity design, print advertising and web development.

>> HighGear has appointed KZW rep group to cover the Michigan, Indiana, Ohio and Kentucky territory. Founded over 50 years ago, KZW also works with Manzella, Spenco products, Rider sandals and Euro Socks. The group consists of Fred Weisburg, Noah Babcock and Don Hillary. KZW is available at 248-544-0414 or

>> Mountain Khakis has added Kelly O’Brien and Dave Cockburn to its sales team. O’Brien will handle the Great Lakes region, while Cockburn tackles Southern California.