Vai ai contenuti

More Than a Trade Show: What We Learned from Three Days at 

ITALIAN OUTDOOR fEST® 2026

Three Days, Hundreds of Conversations, One Clear Message

Every outdoor event tells a story.

Some stories are written in sales numbers. Others are written through conversations, feedback, and unexpected moments that reveal how people truly connect with a product.

From May 9–11, NAT’s Footwear joined the Italian Running & Outdoor Fest 2026 in Milan, one of Italy’s most important gatherings for runners and outdoor enthusiasts.

For three days, our team had the opportunity to meet visitors from across the country, introduce our footwear collection, and hear directly from people who spend their weekends on trails, mountain paths, and outdoor adventures.

What stood out most wasn’t just the traffic at our booth.

It was the consistency of the feedback.

In a Running-Focused Event, Outdoor Exploration Sparked Interest

Walking through the exhibition halls, one thing quickly became clear: most brands were speaking primarily to runners.

Trail running was everywhere.

Race performance was everywhere.

Competition was everywhere.

Yet many visitors arriving at the NAT’s booth wanted to talk about something slightly different.

They talked about weekend hikes.

They talked about mountain walks.

They talked about trekking routes and long days outdoors.

This created a unique opportunity for NAT’s.

While the event naturally centered around running culture, our collection opened discussions around a broader outdoor lifestyle—one that includes walking, light hiking, and technical trekking alongside trail running.

For many visitors, that broader perspective felt refreshing.

The Crowd Favorite: Lavaredo X

What makes Lavaredo X stand out in the saturated outdoor footwear market? It solves the biggest pain point for modern outdoor lovers: choosing between professional performance and stylish aesthetics.

A Well-Balanced Trek Footwear

Many visitors described Lavaredo X as “the perfect middle ground”. Unlike overly bulky professional trekking shoes or fashion-only casual sneakers, this pair strikes an ideal balance.

The Product That Started the Most Conversations: Lavaredo X

Every event has a product that naturally attracts attention.
At Italian Running & Outdoor Fest 2026, that product was undoubtedly the Lavaredo X.
Throughout the exhibition, visitors repeatedly returned to the same themes when discussing the shoe:
✅Stability on technical terrain
✅Long-distance comfort
✅Quality construction
✅Attractive design

What made the feedback particularly valuable was how often it emerged without prompting.

Rather than asking visitors what they liked, we often found them volunteering similar observations on their own.

Several attendees described the Lavaredo X as “the right compromise”—a shoe that balances outdoor performance with everyday usability.

For a product designed to bridge technical function and modern design, that reaction was encouraging.

The festival provided an opportunity to see how the product resonates beyond internal testing and marketing materials.

The answer was clear: people understood the concept immediately.

A featured interview with Runnea.it

Brand founder George shared his thoughts

Why Face-to-Face Feedback Still Matters

In today’s digital world, brands collect feedback through reviews, surveys, and social media comments.

Those channels are valuable.
But nothing replaces watching someone pick up a shoe, examine its details, ask questions, and share their first impressions in real time.

One of the biggest benefits of participating in the festival was the ability to observe those interactions directly.
Visitors compared products.

Retail buyers evaluated materials.
Outdoor enthusiasts shared their experiences.

Every conversation added context that cannot be captured through online analytics alone.

Events like Italian Running & Outdoor Fest remind us that the best product insights often come from simple human interactions.

Building Relationships Beyond the Event Floor

The festival was not only about products.
It was also about people.

Over three days, NAT’s connected with agencies, retailers, media representatives, and potential ambassadors.

Several retail contacts expressed strong interest in the collection and particularly appreciated the balance between product quality and price positioning.

We also had the opportunity to expand our community through new social media followers, product discussions, and media exposure.

A featured interview with Runnea.it helped introduce NAT’s to a wider audience within Italy’s running community, extending the conversation beyond the exhibition hall.

Looking Ahead

The Italian Running & Outdoor Fest 2026 was an important step in our journey.

The event allowed us to showcase our products, strengthen industry relationships, and gather valuable feedback from the outdoor community.

Most importantly, it gave us a clearer understanding of what outdoor enthusiasts are looking for and how NAT’s can continue to serve them.

To everyone who visited our booth, tested our products, asked questions, and shared your thoughts—thank you.

Your feedback is helping shape the next chapter of NAT’s Footwear.

And we look forward to seeing you on the trails, on the mountains, and at future events.