Kari Traa Joins the It’s Great Out There Coalition Family
BRUSSELS – 27 March, 2025 – It’s Great Out There, a non-profit coalition dedicated to encouraging outdoor activity across Europe, has welcomed Kari Traa as its newest brand member. The Norwegian sportswear company, founded by Olympic gold medalist Kari Traa, is known for its commitment to empowering women through high-performance gear designed specifically for them.
Kari Traa strengthens It’s Great Out There’s mission to make outdoor activities more accessible and inclusive. The coalition works with brands, organizations, and policymakers to promote the physical and mental health benefits of spending time outside.
“It is amazing to have Kari Traa join our coalition,” said Margo de Lange, Secretary General of It’s Great Out There. “Their mission to celebrate femininity, community, and the outdoors aligns perfectly with our goal of inspiring people across Europe to get active outside.”
A Brand Built by Women, for Women
Kari Traa, a freestyle skier and 2002 Olympic gold medalist, founded her namesake brand after struggling to find sportswear designed for women’s bodies. She started by customizing her own ski gear, adding bright colors and patterns that reflected her personality. What began as a personal project quickly grew into a global brand focused on performance, fit, and style.
With a strong emphasis on confidence, community, and playfulness, Kari Traa encourages women to embrace movement in all forms—whether that’s skiing, hiking, running, or simply enjoying time outdoors.
“I started Kari Traa for one simple reason: to challenge the established,” says founder, Kari Traa. “There’s a lot of hard work that goes into making the best gear for women. That’s why we need to play even harder.”
A Commitment to the Outdoors
It’s Great Out There was launched in 2017 to increase public awareness of outdoor activity’s benefits for individuals and society. By partnering with brands like Kari Traa, the coalition continues to advocate for policies and initiatives that help more people—especially women—enjoy and explore the outdoors.
With Kari Traa on board, It’s Great Out There is furthering its mission to get Europe active outdoors!
For more information about It’s Great Out There and its initiatives, visit itsgreatoutthere.com, Visit Kari Traa here: https://www.karitraa.com/
Media Contacts:
- Annette Monheim – It’s Great Out There, annette.monheim@itsgreatoutthere.com
- Georgina Kirby – Active Brands (Kari Traa), georgina.kirby@activebrands.com