BeijingMay 18, 2026 /PRNewswire/ — On May 17, a gentle breeze swept through the valley of Shimen Mountain in Beijing’s Huairou District, as early summer arrived. Global renowned Swiss outdoor brand MAMMUT hosted a “Peak Appointment • Via Ferrata Experience” outdoor event here. This marks a significant move in the ongoing expansion of its community, MAMMUT LIFE, in 2026. Brand global ambassador Zhang Ruoyun made a surprise appearance, joining numerous outdoor enthusiasts in a mountain rendezvous.
In 2026, a year of comprehensive community upgrade, this event serves both as a concrete implementation of MAMMUT’s strategic shift and a profound response to the question of “how humans and mountains can truly coexist.”
Mr. Zhang Ruoyun appears on stage
Scaling Heights, Coexisting with Nature: An Immersive Experience Blending Professionalism and Warmth
As a renowned outdoor haven on the outskirts of Beijing, Shimen Mountain Scenic Area boasts a pristine landscape of unique rocks, dense forests, and secluded valleys, offering both natural wildness and convenient accessibility. Leveraging this native mountain terrain, MAMMUT created a rock-climbing exploration space that balances professionalism with experiential appeal. The event featured two accessible via ferrata routes—beginner and intermediate—fully supported by internationally certified professional coaching teams and dedicated photographers. The brand’s DNA, rooted in rope manufacturing and centered on safety assurance, was tangibly felt under every participant’s feet.
Despite the drizzly weather, Zhang Ruoyun’s appearance quickly propelled the event to its first climax. He interacted with the audience, signed autographs, and posed for photos, further igniting the atmosphere and rapidly expanding the via ferrata event’s reach beyond its core audience.
On stage, Zhang Ruoyun learned the double figure-eight knot tying technique from the brand’s staff. This tight connection, demonstrated through the rope, embodies the companionship that the MAMMUT LIFE community strives to build with outdoor enthusiasts.
Mr. Zhang Ruoyun ties a knot on stage
Additionally, activities on the lawn area ignited the community’s passion and vitality. Interactive games like spring mountain power yoga, tug-of-war, and balance drums were interspersed with a stamp-collecting checkpoint, creating a vibrant and diverse outdoor space. KOLs and mountain enthusiasts freely shared their personal experiences, fostering a warm and healing atmosphere. From the heartbeat resonance on the cliffs to the laughter and interaction on the lawn, participants transitioned from strangers to companions in nature. This pure and beautiful mountain-style social connection forms the most vivid footnote to the spirit of the MAMMUT LIFE community.
Event venue blending with the mountain landscape
Users experiencing via ferrata and on-site activities
Community Cultivation: The Far-Reaching Resonance of the MAMMUT LIFE Spirit
- Concept Evolution: Leading Users Truly into the Mountains, Closer to Nature
MAMMUT officially announced the establishment of the MAMMUT LIFE community in 2025, dedicated to providing outdoor enthusiasts with professional, safe, and diverse outdoor experiences, building a spiritual bridge between the brand and its users. The upgrade of MAMMUT’s community proposition is not just an iteration of its discourse system but also strengthens the spiritual connection between the brand and community members. Breaking free from the limitations of single offline events, the brand has transformed MAMMUT LIFE into a long-term link for dialogue between people, nature, and mountains, making outdoor exploration a sustainable lifestyle.
If MAMMUT LIFE is seen merely as an outdoor activity platform, its more important essence is missed—a spiritual community that carries the brand’s mission and unites mountain enthusiasts. Here, mountains are no longer distant scenery but companions for growth; the outdoors are no longer isolated exploration but a journey of mutual empowerment.
This love for mountains is deeply rooted in MAMMUT’s brand DNA, inspiring every enthusiast to continuously explore, push boundaries, and grow towards the sun, fostering reverence and curiosity for nature through outdoor activities.
Focusing on the core of “coexistence and mutual growth,” the community ensures every member can draw resilient strength from the mountains, share uplifting energy with peers, and ultimately achieve a two-way symbiosis between brand and user, and between humans and nature. As MAMMUT LIFE advocates: Inspire a love for mountains, empowering mountain enthusiasts with unwavering confidence. This is the deepest bond among mountain lovers.
- Scenario Deepening: Building a Long-Term Outdoor Community Ecosystem Through Diverse Activities
Centered on the community’s core proposition, MAMMUT LIFE deeply connects with outdoor enthusiasts aged 20 to 45, using the brand’s private domain as a vehicle to activate core consumers, combining professional outdoor gear with lifestyle, and promoting the outdoors from niche activities to daily life. Through immersive offline experiences, scenario-based interactions, and deep community connections, it turns journeys into the mountains into mutually empowering adventures.
This year, MAMMUT LIFE continues to deepen its outdoor cultural scenarios, connecting mountain passions through a series of themed events and interpreting a high-end outdoor lifestyle. In January, it launched an offline hiking event in Mogan Mountain, open for recruitment to a broad consumer base, featuring community ambassador Chen Long and three alpine climbers to build an exclusive circle for outdoor enthusiasts to share and connect. In March, leveraging International Women’s Day, it launched a major women’s hiking festival under the theme “She Holds a Universe Within,” redefining outdoor expression. In April, it co-presented MAMMUT LIFE × Professional Running Group “Mountain Leap Trial,” using natural mountain trails as courses to help runners break physical limits and redefine boundaries in nature. In May, it introduced the “Peak Appointment・Via Ferrata Experience,” unlocking cliff exploration and allowing outdoor novices to overlook mountain scenery and encounter immersive mountain moments resonating with the wind. In July, MAMMUT LIFE will expand its exploration to the polar regions, inviting users aboard a professional expedition cruise to the Arctic for a high-end polar adventure.
Collection of past MAMMUT LIFE event photos
It is these concrete and genuine experiences that transform “Inspire a love for mountains” from an abstract slogan into real departures and returns. Currently, MAMMUT LIFE has established roots in five core cities—Shanghai, Beijing, Shenzhen, Wuhan, and Hangzhou—and deeply collaborates with high-end commercial complexes such as Shanghai Jing’an Kerry Centre, Shanghai Pudong Kerry Parkside, Shenzhen Bay Mixc, and Beijing China World, aiming to create immersive spaces that blend brand warmth with retail experience.
In 2025, MAMMUT LIFE hosted 60 offline community events throughout the year, covering diverse formats like rock climbing, hiking, trail running, and sharing sessions, attracting over 2,000 outdoor enthusiasts. Entering 2026, this plan has been significantly accelerated, with over 150 themed events expected annually, doubling both coverage density and breadth. This Beijing via ferrata event is a key milestone on this growth trajectory.
Pioneer of Softshells, Unwavering Commitment: Professionalism Makes Passion Go Further
In 1862, MAMMUT began its century-long outdoor journey under the Swiss Alps with a single rope. As the “pioneer of softshells,” the brand has always adhered to the philosophy of “Rise with the Mountain,” safeguarding every love for the mountains through professional equipment and community activities.
This Beijing via ferrata experience is a vivid implementation of the community proposition and a beautiful testament to the brand and users journeying into the mountains together. In the future, MAMMUT will continue to deeply cultivate the Chinese outdoor market, using MAMMUT LIFE as a bond to walk alongside all mountain explorers, continuing to write vivid stories of passion, breakthrough, and growth among the peaks.