Munich-based merino apparel specialist Super.natural and the Austrian tourism region Kleinwalsertal have entered into an exclusive marketing and communications partnership, with the inaugural Kleinwalsertal Hiking Festival as its centerpiece. The event will take place from Sept. 29 to Oct. 4, 2025, and will combine guided hikes, scenic panoramas and outdoor experiences in the Allgäu Alps.
As official partner, Super.natural will outfit participants with technical apparel and co-curate the program. “The Kleinwalsertal is an extraordinary place that invites people to experience nature with all their senses. That’s exactly what our products are made for,” said Thommy Stumpp, CEO of Super.natural.
The collaboration aims to expand brand visibility for both partners, reach new customer groups and establish the festival as a seasonal highlight in the region. The partnership also includes a long-term joint marketing strategy, with campaigns, social media initiatives and brand presence across relevant channels.
The Kleinwalsertal tourism board, known for its year-round Alpine appeal, sees the partnership as value-driven. “Super.natural shares our values of quality and a contemporary take on outdoor experiences,” said Justina Rokita, CEO of Kleinwalsertal Tourismus.
The hiking festival reflects a broader trend of experiential tourism and strategic brand collaborations within the outdoor sector, where storytelling, product testing and lifestyle branding intersect. More information at kleinwalsertal.com/wanderfestival .
