The CCC Concept of the European Outdoor Week redesigns the future of the outdoor industry
Not only business, the European Outdoor Week presents itself today as a platform that focuses on the vision of a more responsible, inclusive, and aware outdoor. Leading this approach is the so-called CCC Concept, which consists of three pillars that illustrate how the outdoor world is evolving.
We are talking about Charity, Circularity, and Conservation, themes that will animate the week of May intertwining performance, sustainability, and social impact. From solidarity to circularity, up to environmental protection, the real challenge today is to increasingly combine innovation and responsibility.
Charity: outdoor as a social lever
The first axis is that of solidarity. The European Outdoor Week strengthens its commitment through concrete collaborations with entities active in the territory such as the MilleSoli Foundation and ReMoove. The former is an Italian third sector organization active since 2005, born from a volunteering experience that began in the early 2000s in India. Its focus is to intervene on educational and social poverty, particularly affecting children in conditions of strong vulnerability.
ReMoove instead was born in Trentino with the belief that disability is not of the person, but of non-inclusive environments. This is where all their work starts, aiming to “remove” barriers (physical and cultural) and at the same time “re-move” people, that is, to put them back in a position to live active experiences.
Circularity: from theory to practice
The second “C” is perhaps the one that best represents the transformation underway in the sector: circularity. No longer just a trend, but an increasingly concrete industrial model. Brands like Ortovox and Patagonia, together with innovative entities like Reju and Matrix, are contributing to redefining the life cycle of outdoor products, from design to material recovery, to reuse.
A theme that will also be central during the ORBDAYS, with dedicated initiatives and a specific area designed to show how circularity can translate into concrete solutions for companies and consumers. The key step is to transform sustainability from a story into a structured process.
Conservation: protect to continue exploring
The third pillar instead looks directly at the environment. Conservation means active protection of ecosystems, but also accessibility and outdoor culture. In this context, collaborations with international organizations such as EOCA (European Outdoor Conservation Association) and It’s Great Out There Coalition come into play, committed to protecting natural spaces and promoting an active lifestyle.
It’s Great Out There will be the protagonist of a run during the B2B day, together with the Kilian Jornet Foundation and the brand NNormal, with the aim of making the outdoor accessible even where it is not today.
