The Italian Outdoor Group (IOG) has launched Outdoor Italia, a social media campaign to promote the country’s natural areas through the images and voices from these places and with regular news from the outdoor brands that are participating in the initiative. The campaign features brand ambassadors, alpine guides and tourist board professionals, and others. Its aim is to support tourism and outdoor activities in the country during the 2020 summer season, which is expected to be particularly difficult because of the impact and constraints caused by the virus. The IOG is part of Assosport, the Association of the Italian Sporting Goods Industry.