When outdoor brand Jack Wolfskin began creating a 2,170-mile thru-hike in Europe, it faced multiple logistical challenges over camping and access. But one obstacle loomed over the others: How would it get people in Europe — where thru-hiking is much less popular than in the U.S. — to actually do the hike?
While outdoor pursuits are widespread in countries like Germany and Italy, multiday backpacking is much less common. Before Jack Wolfskin could get people to hike its new Wolf Trail, the brand had to convince folks that walking miles upon miles (or kilometers upon kilometers) for multiple days was a worthwhile experience.
So Jack Wolfskin decided to invest in the creation of a new backpacking culture. The brand offered free, multiday hiking adventures for the public across sections of the Wolf Trail this summer. I attended one of these hikes in the Black Forest in Germany in August, and was surprised at the brand’s commitment to building a thru-hiking tradition among Europeans.
But it remains unclear if these free (and assisted) outdoor trips will convince Europeans to embrace the “Type 2 fun” of long-distance backpacking.
What Is the Wolf Trail?
The Wolf Trail begins in Frankfurt, Germany, and then goes through Poland, Austria, Switzerland, Italy, and Slovenia. There are seven stages that range in length from 230 to 356 miles, and are designed to be part of a thru-hike or function as a standalone, multiweek hike.
Jack Wolfskin sent out a team of experienced hikers to test the trail, and changed the route based on their feedback. The brand imagined it as Europe’s own version of the Pacific Crest Trail (PCT) or Appalachian Trail (AT).
What Is European Thru-Hiking Culture?
There are several reasons that thru-hiking isn’t as widespread in Europe — at least compared to the U.S.
First of all, Europe is much more densely populated. The continent just doesn’t have the same large areas of public land. Many western states in the U.S. have massive swaths of public lands, which means hikers can easily access these areas. In Utah and Oregon, for example, 64% and 53% of land is federal or state public land, respectively.
In Italy, only about 21% of land is publicly accessible and legally protected from development. That results in fewer wilderness trails throughout the continent.
Secondly, the lack of public land means that any thru-hike in Europe has to deal with another major problem: where to camp. Wild camping is much more strictly regulated across Europe. That means Europeans tackling longer hikes often face the additional cost and logistics of nightly lodging — something U.S. thru-hikers can usually avoid. (When Jack Wolfskin was setting up the Wolf Trail, it mapped out a network of refugios, huts, hostels, and paid campgrounds for hikers to stay in.)
The result of these obstacles is a much smaller demographic for European thru-hiking. Europe’s most famous long-distance trails are the Camino de Santiago and Tour du Mont Blanc — but they’re still less than 500 miles. France is home to the 1,800-mile HexaTrek, but only 700 people set out on the trail in 2025 (431 people finished). This pales in comparison to the roughly 3,000 people who set out on the 2,200-mile AT each year.
Out of the roughly 60 people attending the 4-day Jack Wolfskin event in Germany, I was one of only two Americans, so I was curious to talk to other participants and get a sense of Europeans’ attitudes toward thru-hiking.
Around half the attendees (who came from Germany, Poland, Norway, Australia, and Austria) hiked frequently, but had never backpacked before. The idea of spending a weekend hiking and camping while carrying all of their necessities — something that I grew up doing in California — was something they had never considered.
Some folks had never spent the night in a tent. Others tried to complete the 4-day hike in climbing approach shoes. For many Europeans, the logistics of thru-hiking remain a steep climb.
The Event
In order to promote its new trail — and backpacking in general — Jack Wolfskin hosted multiple events this summer to get people on trails. For each event, groups of around 50 people gathered together and hiked multiple days on a section of the Wolf Trail.
The brand, which had about 20 crew members present, handled all the logistics: transport, food, directions, and camping: all for free. Brand representatives even loaned out tents for those who didn’t have them.
For those new to hiking or backpacking, there was also the option to hike with a guide. Around half the group walked each day with an experienced local guide. For people like me who wanted to go without a guide, the brand sent us the GPS X files. I downloaded them onto onX Backcountry and used that to navigate.
The event did an excellent job of giving people a real taste of backpacking while also making it accessible. We walked around 17 miles a day, which is no joke.
However, you had plenty of support. If you got blisters or felt unwell, you could send a message in the designated WhatsApp group, and the team would coordinate to come pick you up and give you a ride to that night’s camp. This maintained a balance of “trying hard” without crossing the line into a toxic “you must suffer” attitude. It was “challenge by choice,” and there was no shame in opting out if need be.
Jack Wolfskin also transported heavy items like sleeping bags, tents, and pads, so people just had to carry their personal items and what they’d need for the day. My pack was heavier than a standard daypack, but was vastly lighter than my usual pack would be for backpacking.
As I feasted each day on sausage, fresh bread, and homemade pasta (and drank my one daily free beer), I thought about how this could never happen in the U.S. An outdoor brand would never provide this many people with food, alcohol, transport, gear, camping reservations, and guides for multiple days for free.
Multiple times a day, I found myself flabbergasted. It felt so un-American, so non-capitalistic. I regularly thought about how much all of this must’ve been costing the brand. I spoke with Kim Felicia Klingebiel, senior manager of partnerships, and she explained that in Jack Wolfskin’s eyes, it’s “100% worth” the cost.
“Sending the money back to the community is always worth it as a brand,” she said.
She’s been at each of the four events, and seen friendships form, and participants go on to hike portions of the Wolf Trail by themselves. And of course, if people have a positive experience at an event, they’ll have a positive association with the brand, and perhaps visit one of its stores the next time they need to buy a rain jacket or pack.
Did It Work?
On days 3 and 4 of the event, I started asking participants if they would do something like this (a multiday backpacking trip) in the future.
Even though they all said they had a fun time, most said no. It was either too physically challenging, or too much of a logistical hassle. And that reluctance speaks to just how intimidating backpacking can be. When you’ve done an outdoor hobby for years, it’s easy to forget how difficult it was to get started.
Changing a continent’s attitude toward an outdoor pursuit is no small feat, and Jack Wolfskin very well may have years of work ahead. But the brand seems committed for the long haul. A brand representative mentioned that it will offer similar multiday events next year, but charge a fee: a measly €50. For less than $60, people again have the opportunity to experience backpacking in a beautiful, supportive environment — with virtually zero planning required on their part.
Eventually, maybe some of these folks will decide to take on a large section of the Wolf Trail, or even the whole thing. Or maybe the Wolf Trail will become a must-do long-distance trail. Hikers who finish the PCT and AT may come to Europe next.
That’s a lot of “maybes.” But even with the U.S. wealth of public land, thru-hiking only became popular within the last few decades. And their culture continues to evolve, with each major thru-hiking route developing its own character. The AT is known for a rambunctious party vibe, while the Continental Divide is slightly crustier and more hardcore.
Much like Europe’s thru-hiking culture, the vibe of the Wolf Trail is still in its infancy — waiting to be shaped by the hikers that follow its path.
