Native enjoyed a strong following among a small group. Their products scored high on fit, value, performance and style. Unfortunately, consumers also associated Native with sports such as hiking, climbing and mountain biking, which were on the decline because of high gas prices and smaller vacation budgets. That’s when we spotted another trend to fill the void.
Urban Native launched at the 2009 Outdoor Retailer show. Freshly signed pros Jeff Lenosky, father of freeriding, and Jason Kehl, aggressor in urban climbing, appeared in their first of many demonstrations to inspire the moment.