Switchback Spring, May 22-24, 2027 in New Orleans, LA
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Switchback at TRE, December 1-3, 2026 in San Antonio, TX
Based in Brooklyn, Gene Han opened Hatchet Outdoor Supply Co. in 2013 to give New Yorkers the confidence to spend time outside and feel good while doing it. He has always brought in a mix of brands that bridge city and trail use, along with pieces that speak to customer’s interests in design and fashion. For instance, customers of his now-closed sneaker boutique Alumni are coming to Hatchet not just for the latest drop or collaborations, but to get into running, hiking, and camping. The typical Hatchet customer is also increasingly interested in what a brand stands for—from its founder and origin story to how its products are made and their environmental impact.
“Post-Covid, everybody is coming in to do some kind of activity outdoors,” Han says. “It could be super light, like they’re completely new to it or seasoned people in whatever sport or activity. For the most part, people are coming in to do something. It’s not just for the styling.”
That shift is part of what makes Switchback at The Running Event (TRE) so compelling for Hatchet to attend. All in one place, the event brings together the big names as well as niche newcomers, and increasingly blur lines between fashion, running, and the outdoors.
Here are Han’s top three reasons for attending every year:
Having come from the sneaker world, Han knows footwear and running brands well, but he says one of TRE’s biggest advantages is the mix of companies it attracts. Major global names like Satisfy, Brooks, Hoka, and Nike ACG sit alongside smaller, more specialized brands, giving Han a chance to see the breadth of the market—and spot brands he might not otherwise encounter.
That variety is particularly valuable as the boundaries between running, outdoor, and lifestyle continue to dissolve. Han says the outdoor industry is difficult nowadays to categorize. “There’s so many different genres and categories emerging and evolving and changing,” he says. For him, seeing that range in one place provides a useful snapshot of where the industry is headed.
The combination of TRE and Switchback also gives Hatchet the opportunity to shop well beyond running. Rather than pigeonholing brands into a single category, the show makes it possible to see how footwear, apparel, accessories, lifestyle products, and more can work together. A buyer might discover a brand’s latest trail shoe, then find the apparel and accessories to build an entire story around it. “It gives a lot of clarity to how we could assort that ourselves, mixing and matching from different brands,” Han says.
That flexibility is especially important for Hatchet’s customers, who aren’t necessarily experts in one particular sport. They might be into long-distance hiking one weekend and birdwatching the next, or simply looking for something new to do with friends. “People are just happy to try new things,” Han says. “Sense of inspiration is huge with them.” For Hatchet, that means building an assortment that encourages customers to explore rather than locking them into a single activity.
The energy at TRE is unlike any other show today, reminiscent of the pre-COVID Vegas trade shows, Han says. The intensity of back-to-back meetings is part of the appeal. With so many brands and retailers in one place, there’s a constant opportunity to meet someone new, discover a brand, or have a conversation that might not happen in a more subdued setting. “It is tiring because it’s back-to-back,” Han says. “Coffee all day. But it’s great energy throughout.”
Click here to learn more about joining Hatchet Outdoor Supply at Switchback at TRE December 1-3 in San Antonio, TX.
