# Extreme Sportswear Campaigns The Schon 'You Versus You' Photoshoot Displays Sturdy Outdoor Gear By Jordy E | Published 2012-05-16 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/you-versus-you References: [schonmagazine](http://schonmagazine.com/2012/04/you-versus-you-by-diego-indraccolo/) & [uvuperformance](http://www.uvuperformance.com/) The Schon 'You Versus You' editorial exhibits the magazines latest collaboration with the UVU performance gear brand. This campaign showcases some of UVU's most durable pieces, each of which is supposed to accommodate sporting activity in extreme weather conditions. UVU has designed [durable collections](https://www.trendhunter.com/trends/white-mountaineering-umbro) to suit the needs of [professional runners, hikers, climbers](https://www.trendhunter.com/trends/highperformance-mountaineering) and more. The label boasts its specific craft and knowledge of the outdoors, spearheading [quality layering technologies](https://www.trendhunter.com/trends/jjjjound-x-descente) and intricate design procedures. This photoshoot by Diego Indraccolo speaks to the label's underlying practicality, expertly matching the gear with desert, volcano, tundra and jungle themes. The magazine's editor-in-chief Raoul Keil directed the entire production, assuring that the final touches aligned with each photos particular environmental focus. ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 57% | Activity: 52% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Media](https://www.trendhunter.com/media) ## Key Themes ### Why This Trend Is Growing - **Extreme Sportswear:** The success of this UVU campaign indicates the growing demand for high-performance and durable extreme sportswear. - **Outdoor Gear Design:** UVU's focus on quality layering technologies and intricate design procedures presents an opportunity for disruptive innovation in outdoor gear design. - **Environmentally-themed Gear:** The Schon 'You Versus You' photoshoot highlights the potential for environmentally-themed extreme sportswear, which can open up a new market for eco-conscious consumers. ### Industries Being Reshaped - **Sportswear and Outdoor Apparel:** The UVU campaign and photoshoot targets professionals in the sports and outdoor industries, presenting an opportunity to develop high-performance and durable sportswear and outdoor apparel. - **Advertising and Marketing:** The success of the Schon 'You Versus You' editorial showcases the potential for disruptive innovation in advertising and marketing campaigns for sportswear and outdoor apparel brands. - **Photography and Art Direction:** The Schon 'You Versus You' editorial also highlights the importance of photography and art direction when creating successful advertising campaigns for sportswear and outdoor apparel brands. ## Related on Trend Hunter - [Humorous Outdoor Apparel Campaigns](https://www.trendhunter.com/trends/engineered-for-whatever.md) - [Joint Technical Athletic Collection](https://www.trendhunter.com/trends/badwater-135.md) - [Spring-Ready Outdoor Apparel](https://www.trendhunter.com/trends/performance-articles.md) - [Climbing-Inspired Capsule](https://www.trendhunter.com/trends/topologie-x-universal-works.md) - [Stylish Footwear Campaigns](https://www.trendhunter.com/trends/flex-as-you-go.md) - [Practical Apparel Capsules](https://www.trendhunter.com/trends/eastern-design.md) - [Urban Alpine Apparel](https://www.trendhunter.com/trends/bape-by-kazuki-kuraishi.md) - [Trail Running Capsules](https://www.trendhunter.com/trends/driftform-collection.md) - [Caveman-Centric Running Campaigns](https://www.trendhunter.com/trends/craft-sportswear-brand-film.md)