Swedish brand Peak Performance rewards hikers who challenge themselves to find beauty at magical hours

Tucked away in the wilderness is something unexpected: a store where everything is free. Sound too good to be true? The trek to these special spots may be a challenge, but also a reward in itself. In a win-win for hikers, the Swedish outdoor outfitters Peak Performance have partnered with ADS&PR and Perfect Fools Stockholm to offer secret “pop-up stores” around the continent twice a day at “magical hours” of visual beauty and solitude.

When the promotion started, there were fifteen of these shops scattered around 11 countries, including Japan, the Middle East, Austria, Denmark, Germany, Sweden, Switzerland. Now only a couple of countries in central Europe remain. The locations, which were all selected by Peak Performance's team of athletes, runners, free riders, golfers and members in our adventure race team for their views, include mountain tops, a golf course and a lighthouse on a small island.

PSFK provides access to this article and every report, case-study, interview, and analysis that we publish for our members. PSFK Professional Membership also unlocks accessto unlimited customized research assistance and our database of over 100,000 insights on innovation trendspanning across eight industry sectors—from culture and brand to retail and customer experience.
Already a members? Log in