Abstract
Nowadays, people are used to having other preoccupations other than their work, due to shorter working weeks. They can invest in activities of entertainment, since they have time to practice them. This evolution creates a favorable context for the development of the outdoor market. Moreover, life expectancy is increasing. Hence, the apparition of a new category of consumers, seniors. The latter are all the more exigent since they have specific needs. They are very active, and like the outdoor activities for which they are likely to pay. Many people are fed up with the urban environment which they consider as harmful and too contaminated. That is why they feel the desire to do healthy and close to nature activities. People give more importance to their self image, including and maybe above all, the seniors. People think that they have to be able to surpass themselves in nature, and in an authentic frame. At the same time, they want to live a strong experience that will give them a positive image of themselves. The outdoor sector is relatively fragmented: the two leaders, Nike and Adidas, do not seem to be likely to get involved in the Outdoor. The latter are vigilant but for the moment they seem to content themselves with sports. They are waiting before investing massively in outdoor. The sector is stricken by a certain uncertainty which does not encourage the leaders to invest massively.
