Outdoor apparel brand Kolon Sport has released a new documentary, The Path of the Fir: Departure, which marks a strategic shift in its brand narrative from promoting adventure to emphasizing conservation and coexistence with nature. The film follows brand ambassador Lu Shishi, professional trail runner Jin Yuan, and outdoorsman Fatiao on a multi-day backpacking expedition. The release coincides with Kolon Sport’s donation of over 2 million RMB ($288,259) worth of professional gear to frontline rangers in Yunnan’s Gongshan County.

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