The goal of the brand network, which includes outdoor companies Thule, Bergans of Norway, Craft, Point 65, and Icebug, is to impart the nature of Sweden and how to get by in the wilderness. Among others, there are courses on how to properly put up a tent, build a fire, and orient oneself in nature. Mountain biking, kayaking, and fishing are also on the schedule.
The premiere event for five- to twelve-year-old children will take place in Dalsland, Sweden. 57 companies from Scandinavia are represented in the SOG, which appeared at ISPO MUNICH in 2016.