Global outdoor brand inov-8 is teaming up with Cumbria Tourism to help drive forward the county’s vibrant and sustainable visitor economy.

inov-8 is the latest high-profile business to back Cumbria’s official Destination Management Organisation by signing up as an official ‘Strategic Partner’.

It’s a move which sees inov-8 join a core network of like-minded organisations who draw on their collective expertise to champion effective destination marketing to support businesses, visitors and local communities.

With its international HQ in the Lake District, inov-8 employs around 25 people in Cumbria and is best known as a footwear, clothing and equipment brand for trail runners, hikers and adventure seekers, as well as gym enthusiasts. It sells products to around 60 countries globally and is the world’s first brand to use the ‘wonder material’ graphene in sports shoes.

The company also puts sustainability at the forefront of its business, working closely with the likes of the Cumbria Wildlife Trust on their carbon reduction projects, as well as supporting local food banks and redistributing shoe samples to charity.

Managing Director of Cumbria Tourism, Gill Haigh, says, “It is fantastic to be working with inov-8, a truly innovative and forward-looking organisation which is just as passionate about the Lake District and Cumbria as we are!

“They love the outdoors and want other people to enjoy it too, especially in the challenging times everyone has been going through. Most importantly, they also want to do their bit in keeping this amazing place special for the future.

 “Like us, inov-8 want to inspire people to get out there and make the most of our world-class landscape. Among the areas we’ll be looking at together is encouraging people to be fully prepared for adventures in the outdoors, with the right gear for the conditions they might meet.”

inov-8 COO Michael Price comments, “We are delighted to be teaming up with Cumbria Tourism, in the county of our roots.

“inov-8 was forged in the Lake District fells 18 years ago, and to celebrate we this year opened our first-ever brand store in Staveley’s Mill Yard. ‘The Forge’ is run in partnership with Pete Bland Sports and has been a huge success, allowing even more visitors to the Lake District the chance to experience the world’s toughest grip with graphene.”

The news comes hot on heels of another announcement earlier this week, confirming that Cumbria Community Foundation will also now become one of Cumbria Tourism’s 18 official Strategic Partners.


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