The Origins of 6 Trendy Outdoor and Sports Brands :The North Face, Adidas, Hoka, On, Salomon…
Last week, I went shopping for a new backpack for my brother, who’s transitioning from elementary to middle school. His current backpack was too small and childish, so it was time for an upgrade. We visited a kids’ store, but he didn’t like any of the children’s backpacks. Next, we headed to the sports brand floor and browsed through Adidas, Nike, Fila, Anta, Li Ning, New Balance, Salomon, Hoka, and On Running, but he finally found what he liked at The North Face.
While chatting with the sales associate, I learned that The North Face started by making backpacks, which explains why their bags fit our needs best — outdoor materials and a design that’s both casual and slightly business-like.
Last year, we also bought our family backpacks from The North Face, and now they’ve released new colors, like silver-grey, for the model we bought. Although we rarely shop at sports brand stores, understanding each brand’s history helps us know their strengths beyond current trendy marketing.
Below are six popular brands with wide purchasing channels that are trending now.
Salomon
1947: François Salomon founded Salomon in Annecy, located in the French Alps, initially producing metal edges for skis.
1957: Salomon launched its first “skade” safety toe piece, the first modern ski binding, which greatly improved ski safety and performance, leading to immense success. The company then expanded into more ski equipment.
1979: Released its first ski boot, the SX90, known for its rear-entry design and heel retention technology, which was highly successful.
1990: Launched its first ski, the S9000, featuring innovative monocoque construction.
1997: Acquired by Adidas for 942 million German Marks, becoming part of Adidas-Salomon AG.
2001: Introduced the Raid Race shoes, the first of the XA series, which became central to Salomon’s footwear DNA.
2005: Adidas sold Salomon to Amer Sports, and Salomon began collaborating with other Amer Sports brands like Arc’teryx, Wilson, and Peak Performance.
2006: Salomon launched the Speedcross series trail running shoes, which quickly became a signature product.
2019: A consortium led by Anta Sports, FountainVest Partners, Tencent Holdings, and Anamered Investments (founded by Lululemon’s Chip Wilson) acquired Amer Sports for €4.6 billion, bringing Arc’teryx, Wilson, Peak Performance, and Salomon under Anta’s control.
2022: Under Anta’s direction, Salomon strengthened its direct-to-consumer (DTC) sales channels, reducing reliance on traditional wholesalers and boosting brand gross margins and operational efficiency. Salomon’s revenue in China continued to grow.
From the timeline, it’s clear that Salomon’s initial success came from ski equipment like skis and boots. It wasn’t until Adidas acquired Salomon that they ventured into outdoor footwear, with the XA series being particularly popular during that period. Under Amer Sports, they further expanded into trail running shoes like the Speedcross series. By the time Anta acquired Salomon in 2019, the primary focus remained on the Adidas-era XA series running shoes.
In Shanghai’s Jing’an Kerry Centre, both my brother and I tried on Salomon shoes and almost bought them but were discouraged by reviews on Xiaohongshu. The materials felt stifling, and the soles weren’t as good as expected — too much hype in influencer marketing.
For this brand, I might look at their ski products if I ever get the chance to ski, but everything else is a pass.
Anta’s other brands like Kolon Sports and Descente follow a similar influencer marketing strategy as Nike and Adidas, so I won’t delve into those.
The North Face
1966: The North Face was founded by mountaineering enthusiasts Doug Tompkins and Susie Tompkins in San Francisco’s North Beach. Initially, it was a small retail store specializing in high-performance climbing gear and backpacks.
The name “The North Face” refers to the northern side of a mountain in the Northern Hemisphere, which is generally colder and more challenging to climb.
1969: Developed their first core product, a lightweight and multifunctional backpack.
1972: Started sponsoring expeditions and climbing teams, with a commitment to protecting the natural environment.
1975: Designed the Oval Intent, breaking the traditional A-frame tent mold.
1977: Invented GORE-TEX® jackets, which were quick-drying, warm, and breathable. This fabric has been a cornerstone of their innovation in outdoor material technology.
1983: GORE-TEX® was first used in ski wear, adding to their product line.
1985: Applied GORE-TEX® to down jackets suited for climbers and hikers, which resembles the design of today’s North Face down jackets.
1986: Introduced The Base Camp Duffel, known for its durability and practical size, which was also used by camel caravans due to its robust build.
1988: Released the Denali Jacket; 1992: Launched the Nuptse Jacket, a classic that remains similar to its original design from over 20 years ago.
2000: Acquired by VF Corporation for $254 million, joining brands like Vans, Timberland, Supreme, and Dickies under the VF umbrella.
2010: Established the Explore Fund to support outdoor explorers, geographers, biologists, and adventure teams like those venturing to Antarctica, fostering a love for wild places.
2013: Released ThermoBall™ fabric, a synthetic alternative that remains warm even when wet; 2019: Introduced FUTURELIGHT™ fabric, featuring nanospinning technology for superior waterproof and breathable performance.
2017: The North Face collaborated with Alex Honnold, the star of the documentary Free Solo, which won Best Documentary in 2019. Honnold’s self-awareness and judgment of his condition, especially when he aborted his first attempt at free soloing El Capitan, left a lasting impression.
The North Face Pro Programme offers discounts on outdoor gear to professional outdoor athletes who fill out an application form. They also post announcements on their website for climbing and skiing activities, usually in locations like Germany, Italy, and other European regions.
In summary, The North Face’s core products from its beginnings — backpacks, tents, and down jackets — remain central to the brand. If I’m ever in the market for these items again, I’ll definitely check out The North Face first.
Hoka
2009–2020: Originally named Hoka One One, the brand shortened its name to Hoka in 2020 for easier recognition and pronunciation in the international market. Hoka One One is derived from the Māori language of New Zealand, meaning “fly over the earth.”
2009: Jean-Luc Diard and Nicolas Mermoud, former Salomon employees, founded Hoka One One in Annecy, France, aiming to design a shoe that allowed runners to descend hills faster. Diard, a former Salomon CEO, understood runners’ needs on various terrains, particularly the need for cushioning and stability during downhill running. This insight led to Hoka’s iconic thick-soled shoes, which challenged the minimalist running shoe trend of the time.
Mermoud, an active trail runner, participated in and excelled in various trail races, giving him firsthand understanding of runners’ needs.
2010: Hoka One One released its first running shoe, the Mafate, which gained attention for its oversized sole design, particularly popular among trail runners.
2011: Introduced the Bondi series, known for its maximum cushioning, suitable for long-distance running and casual wear.
2013: Acquired by Deckers Brands, providing Hoka with funding and infrastructure for global expansion and marketing.
Deckers Brands also owns UGG, Teva, and Hoka.
2014: Launched the Clifton series, lightweight and comfortable shoes ideal for road running.
2015: Introduced the Speedgoat series, known for excellent grip and stability, perfect for trail running.
Hoka’s sole materials include high-quality EVA foam, providing lightweight yet highly cushioned performance. Some Hoka shoes use CMEVA foam, or compression-molded EVA, to enhance midsole stability and cushioning. PROFLY™ is Hoka’s dual-density midsole technology, with a softer forefoot for better cushioning and a firmer heel for enhanced propulsion.
Certain high-performance running shoes feature carbon fiber plates embedded in the midsole for added propulsion and stability.
In conclusion, if you’re looking for running shoes with exceptional cushioning and stability, especially for trail and road running, Hoka’s range is worth exploring.
For someone like me who isn’t fond of running or competitive sports, Hoka’s signature thick soles don’t appeal aesthetically. I once read a traditional Chinese medicine perspective that humans are designed to stand and walk, not run — running is more suited to animals like leopards and antelopes with four legs.
On Running
2010: On Running was founded in Zurich, Switzerland, by Caspar Coppetti, David Allemann, and Olivier Bernhard, a retired professional triathlete who won the Ironman World Championship six times and the World Duathlon Championship three times. Their goal was to design shoes that made runners feel like they were “running on clouds,” hence the names of their shoe series.
2010: In the same year, On Running launched its first shoe, the Cloudracer. With its unique CloudTec® technology, the shoe quickly gained market attention and was worn by Swiss triathlete Nicola Spirig, who won at the 2012 London Olympics.
2012: Won the ISPO Brandnew award for its first prototype running shoe, an international award for emerging sports brands.
2014: On Running products began global sales, expanding to 55 countries and 6,000 retail stores by 2019. This expansion strategy quickly made On Running a globally recognized running shoe brand. The Cloud series became their most iconic shoe style.
2016: Introduced the Cloudflyer, designed for long-distance running, featuring CloudTec® technology and a wide sole for added stability.
2018: The Cloud X, similar to the Cloud in versatility but with CloudTec® and Speedboard® technology. Cloud, on the other hand, only features CloudTec®.
2019: Released CloudSwift, suitable for short to medium urban runs.
2020: On Running launched CleanCloud™, an eco-friendly sole material made from captured carbon emissions.
2022: Released Cloudmonster (ideal for high-mileage training) and the third-generation Cloudswift, continuing to employ CloudTec® technology for outstanding comfort and performance, catering to various running and exercise needs.
The brand’s primary technologies include CloudTec® and Speedboard®. CloudTec® provides cushioning and is characterized by On’s signature air pockets. The initial inspiration came from founder Olivier Bernhard’s garden hose, which he cut into small sections, split in half, and placed side by side on the sole, creating the prototype for CloudTec® technology.
Speedboard® technology incorporates a flexible plate embedded in the sole, designed to convert landing impact into forward propulsion, helping runners move more efficiently.
The soles use Helion™ foam, which is lighter and more responsive than Hoka’s CMEVA foam, which is better for cushioning and support.
Overall, On Running’s design appeals to me, and Eddy, who has some running needs, is planning to try the Cloud X series.
New Balance
1906: British immigrant William J. Riley founded New Balance Arch Support Company in Boston, Massachusetts, initially focusing on arch supports and orthopedic shoes to help customers achieve better balance (hence the name “Balance” derived from arch supports and orthopedic shoes).
1927: Riley hired Arthur Hall as a salesman, who later became a partner and focused on selling arch support products to those with long-standing jobs, such as retail workers, firefighters, and police officers.
1938: New Balance designed its first running shoe for a local running club, made of crepe rubber soles and kangaroo leather. The shoes were handmade by a team of fewer than ten people and were also made for baseball, tennis, and softball players.
1956: Arthur Hall’s daughter Eleanor and son-in-law Paul Kidd acquired the company and began venturing into the athletic shoe market, meeting the specific needs of athletes.
1960: Released the first multifunctional running shoe, the Trackster, which offered different widths.
1972: On Boston Marathon day, Jim Davis acquired New Balance, which at the time had only six full-time employees producing 20–30 pairs of shoes daily.
1976: Launched the 320 series, the first shoe with the “N” logo. From this point on, New Balance shoes adopted numerical codes to give each series equality, with the numbers generally corresponding to the target users, speed, and scenarios.
1978: Began releasing apparel, primarily using nylon materials.
2001: Released the 991 series, popularized by Steve Jobs, leading to the 9 series being worn by presidents and business leaders, like the 990 series, which was specially designed for Obama in 2012. In the same year, New Balance acquired PF Flyers, which was later sold to Jim Davis’s daughter, Kassia Davis, in 2021.
In summary, the NB 9 series is worth trying, and the classic 574, released in 1988, is also worth considering.
In the past, when I wasn’t as fashion-savvy or hadn’t done my homework, I bought the 2002R model, which turned out to have poor material quality and stiff, plastic-feeling soles, despite looking good. If I come across NB again, I’ll check out the 9 series and 574.
Now that I think about it, it’s been a while since I last bought shoes.
Adidas
Adidas is synonymous with its iconic Trefoil logo, and its three stripes are reminiscent of Toteme, both of which incorporate their logo elements into clothing and footwear designs.
1924: Adolf Dassler started making athletic shoes with his brother Rudolf Dassler in their mother’s kitchen. Their first products were mainly spiked shoes for track and field, which gained popularity among local athletes for their lightweight and innovative design.
1936: At the 1936 Berlin Olympics, American track athlete Jesse Owens wore spiked shoes made by the Dassler brothers, winning four gold medals. This event greatly boosted the international reputation of Dassler shoes.
1936–1948: During World War II, the Dassler brothers’ factory was forced to produce military supplies, including anti-aircraft rocket components. However, after the war, they quickly resumed athletic shoe production.
1949: After WWII, the brothers split, with Rudolf Dassler founding Puma and Adolf Dassler keeping the original factory, officially creating Adidas in 1949, continuing to focus on high-quality athletic shoes.
Adidas released the Samba, originally designed as a football boot for use on icy pitches. Early versions used kangaroo leather uppers and rubber soles, aimed at improving performance on snowy and icy surfaces.
1950: The Samba debuted at the 1950 Brazil World Cup and was named after the Brazilian samba dance, a name that continues today.
1954: Adidas introduced football boots with replaceable studs, which helped the German team win the 1954 World Cup, catapulting Adidas to global fame.
1966: The GAZELLE was launched as a training shoe.
1970: Adidas debuted the Trefoil logo at the 1972 Munich Olympics, becoming a classic symbol of the brand. The Superstar was the first basketball shoe with a rubber shell toe, widely popular among NBA players and the public.
1971: Named after tennis champion Stan Smith, its classic minimalist design made it a timeless fashion item.
1982: Copa Mundial became the best-selling football boot in history and is still widely used today. It was Adolf Dassler’s last design.
1984: Adidas released the Forum, designed by French designer Jacques Chassaing as a high-performance basketball shoe.
1996: Launched the Ozweego, which evolved through four generations until 1999. In 2013, Raf Simons redesigned the Ozweego, making it a fashion staple, and in 2019, Adidas released a modern version.
2015: Collaborated with Kanye West to release the Yeezy series, rapidly becoming a fashion phenomenon and significantly enhancing Adidas’ influence in the fashion industry.
In summary, one pair of Adidas Samba is enough for me, thanks to its design appeal. These non-specialized running shoes are unlikely to use top-quality leather, given their price and market positioning.
Afterword
While organizing the histories of Salomon and The North Face, I found that viewing outdoor brands from a timeline and brand development perspective strips away the tiring modern marketing hype , replacing it with a genuine appreciation for skiing, climbing, and the connection with nature these activities bring.
It’s impressive to see brands developing one or two core products that remain relevant for 50 years. Think of the Samba, first worn in 1949, and still popular in 2024. The New Balance 574, first released in 1988, is also still a best-seller today — it’s a fascinating continuity that almost feels like a timeless flow.
