Soapbox

"'Ator' is described as: 'Designed with the younger generation of urbanites"

uh oh! I think that could spell trouble!

Personally i think Alan is a legend and it will be interesting to see if he keeps using their gear even though he is no longer sponsored by them.

The idea of berghaus aiming 'Ator' at younger urbanites is that it will mean very little to the outdoor communitee. Is it just gonna be hoodies and tracksuits? I think that Alan Hinkes leaving is a very bad thing. If im looking for new kit i dont want to look at something that some 18 yr old thinks looks good, i want to know it works better than anything else out there and has been proven and if its something that Alan Hinkes says works, then i believe him.
I would imagine he will continue to use most of his Berhaus gear unless he is thinking of possibly creating a collection of his own, if that is the case i'd be more than interested in taking a look.

I've no doubt there'll be other companies waiting to pounce with sponsership forms in hand.

I hope this new emphasis isn't the start of a slide into a TNF style!

well as long as Armani stay out of the outdoors market we should be safe.

Prada dabbled at it. Nice line in Burberry soft shells or even buffs perhaps?

Dave I think you are right they are after getting a bit more of the tnf pie.

I don’t know if it has anything to do with it but at the last talk of Alan’s I went to he wasn’t very dynamic or inspiring I have been to talk’s years ago when he seemed to have a passion for talking about mountaineering that he lacked this time.

If you are going to represent a company it is this side that a company will wrongly or rightly expect to be up to scratch.

Shame because his talk I went to a few years ago was part of the reason I got back into climbing/walking.

Must admit I thought of the TNF scenario when I read that about the new range. Surely they'd be better off pricing there top technical gear better so that people who don't want to have to buy two coats can just buy one instead at a decent price and use it on and off the hills. I'm a huge Berghaus fan so hope they don't go along the TNF way.

ted smith and Mountain equipment got together for a while I bet EGD has one.

I don't know if this site filters. Sorry if not and will edit. Bill Hicks on advertising

By the way if anyone here is in advertising or marketing... kill yourself.

No, no, no it's just a little thought. I'm just trying to plant seeds. Maybe one day, they'll take root - I don't know. You try, you do what you can. Kill yourself.

Seriously though, if you are, do.

Aaah, no really, there's no rationalisation for what you do and you are Satan's little helpers. Okay - kill yourself - seriously. You are the ruiner of all things good, seriously. No this is not a joke, you're going, "there's going to be a joke coming," there's no f***ing joke coming. You are Satan's spawn filling the world with bile and garbage. You are f***ed and you are f***ing us. Kill yourself. It's the only way to save your f***ing soul, kill yourself.

Planting seeds. I know all the marketing people are going, "he's doing a joke..." there's no joke here whatsoever. Suck a tail-pipe, f***ing hang yourself, borrow a gun from a Yank friend - I don't care how you do it. Rid the world of your evil f***ing makinations. Machi... Whatever, you know what I mean.

I know what all the marketing people are thinking right now too, "Oh, you know what Bill's doing, he's going for that anti-marketing dollar. That's a good market, he's very smart."

Oh man, I am not doing that. You f***ing evil scumbags!

"Ooh, you know what Bill's doing now, he's going for the righteous indignation dollar. That's a big dollar. A lot of people are feeling that indignation. We've done research - huge market. He's doing a good thing."

Godammit, I'm not doing that, you scum-bags! Quit putting a godamm dollar sign on every f***ing thing on this planet!

"Ooh, the anger dollar. Huge. Huge in times of recession. Giant market, Bill's very bright to do that."

God, I'm just caught in a f***ing web.

"Ooh the trapped dollar, big dollar, huge dollar. Good market - look at our research. We see that many people feel trapped. If we play to that and then separate them into the trapped dollar..."

How do you live like that? And I bet you sleep like f***ing babies at night, don't you?

"What didya do today honey?"

"Oh, we made ah, we made ah arsenic a childhood food now, goodnight." [snores] "Yeah we just said you know is your baby really too loud? You know?" [snores] "Yeah, you know the mums will love it." [snores]

Sleep like f***ing children, don't ya, this is your world isn't it?

I edited this cos you dont filter. OOPS. Soooooory Bill. Don't think I missed a f***

Okay?!?!?!?!

<backs away slowly, avoiding eye contact>

titaniumdude,
you just quoted one of my favourite BIll Hicks routines.
The guy was a genius and deeply missed.

Berghaus are already in the North Face bracket round here.

In fact, go up any high street in the NE and all you will see are Mera Peaks worn by chavs.

By aiming even more for this market, and parting company with Hinkes Berghaus are showing where their ambitions lie....

Montane should go afer him!

what a fuss over a sponsorship deal. To quote from Moggy "will he continue to wear Berghaus". Well I would think not if he signs up with another supplier. THis then gives poor confused Mr Coe the dilema of not really knowing if the new gear that Hinkes markets is now the best or whether it always was better than Berghaus etc etc.. Get my point . It's all about money for Mr Hinkes ' world wide forays. All this ethical and romantic crap about being the best etc is not the real world folks..

I was perhaps being a bit cheeky when I half-linked Berghaus's parting with Alan with Ator. I don't know that there's necessarily any connection there and, on a wider level, I don't think that Ator or the marketing associated with it means that Berghaus is in any way turning its back on its traditional outdoors market.

From talking to people at the brand, I gather that they believe that the company can do both, viz cater for the traditional Berghaus buyer, but also appeal to a younger market.

As far as Al Hinkes goes. I think he could be forgiven if he's a little tired and jaded. He's spent 20 years of his life chasing the Challenge 8000 thing and promoting himself and his sponsors enthusiastically and professionally. The question I always asked Alan was whether he'd be glad when he'd finished the 8000s and could get on with his life again.

When something like that's been central to your existence for so long, it must leave quite a void once it's gone. A bit like the sense of anti-climax you get after training for a big event.

Most sportsmen cope by having a rest then focussing on the next once, but the scale of what Hinkes has achieved must make it hard to do that. It'll be interesting to see what he does next whatever brand he's wearing.

<When something like that's been central to your existence for so long, it must leave quite a void once it's gone.>

Couldnt agree more, think he has every right to feel a little tired and jaded after that.

BTW Berghaus vs TNF. Berghaus doesnt fit properly on me TNF does... Am I bovvered?

> The recent Big Wall range underlined the brand's technical credentials and ability to produce highly technical clothing and equipment

Not if the Musashi softshell is anything to go by, IMHO. Its features are rather poorly thought-out, and there are certainly better Schoeller Dryskin softshells around. And for a lot less than £180.

As for the split, I'd imagine that it might be something to do with the fact that Alan has completed his 8000m peaks challenge, and may be settling down to an easier, lower profile life. And who's to blame him?

"Designed with the younger generation of urbanites in mind who have to work hard during the week but want to make the most of their weekends by getting out there and trying new things, Ator is a fresh look for a group who are redefining outdoor athletics and mountain sports."

Ator? WTF? I'm an urbanite who works hard during the week and wants to get the most out of my weekends. I'm not young any more, though... I guess they're trying to throw off a certain fuddyduddytudiness <(c) Green Wing> I smell the stench of marketing-speak...

"If im looking for new kit i dont want to look at something that some 18 yr old thinks looks good" - another paramo customer?

".....a desire by the brand to be seen as younger and more dynamic" - with Chris Bonington still there. Do me a favour.