The awards continued as Morpho AR™ was named “Coolest New Technology” by Backpacker Magazine and Tenshi™ received a B.I.G. award from Rock & Ice Magazine. Excitement about the brand grew as NEMO made its way into specialty shops across the country. The design team focused on new designs for 2008 that would expand the company’s product line beyond mountaineering and adventure racing into backpacking, opening the door to a larger market. NEMO created the Adventure Anywhere™ tagline which embodies the company’s idea that memorable and meaningful adventures can happen anywhere from the backyard to Mt. Everest.