Over 8 years ago, when adidas wanted to enter the outdoor category in the U.S., global leaders based in Germany, working in tandem with its U.S. managing director, retained CGPR for its broad understanding of how to introduce a global brand into a fickle niche community. Noting CGPR’s ability to communicate its authenticity and develop a clearly defined plan beyond PR. CGPR helped the brand build an authentic community, establishing a point of difference from the competition already in the U.S. outdoor category. Becoming a business partner, CGPR has helped to not only introduce the brand to a crowded retail category, but helped connect the brand with key influencers far beyond outdoor – stretching to fashion and technology. In addition, CGPR helped to establish the brand as a good citizen taking a low key, but humble approach.
Applied DNA Sciences
Impressed with CGPR’s component brand experience and expertise that included 15 years with W.L. Gore & Associates, PrimaLoft, and Vibram, Applied DNA Sciences, a leader in DNA verification technology, retained CGPR to introduce its textile DNA authenticating, tracing, and tracking technology. Beyond securing ongoing interest from key national media, and coverage in such outlets as Fast Co., Women’s Wear Daily, and Bloomberg, CGPR’s expertise has proven valuable in opening doors, forming new connections, providing professional media training, and making introductions for rich, personal media relationships. As custodians of the brand, CGPR stays abreast of global supply chain developments, cultivating contacts with industry insiders, and offering expert counsel for effective situational results. From managing crises and acting on new developments, CGPR has provided, and continues to deliver, proactive and responsive professional guidance.
With the trend in outdoor adventure by car taking hold in the United States, Atlantic British, the largest independent supplier of parts and accessories for Land Rover and other iconic SUV brands, approached CGPR to help raise its profile and establish the brand as a category leader. Atlantic British was celebrating its 50th anniversary and, in addition to this milestone, the company planned to exhibit at Overland Expo East 2019, the largest east coast public trade show showcasing the surging overlanding phenomenon.
Using its years of automotive and outdoor expertise, CGPR developed a strategy which began by positioning Atlantic British as the expert in adventure travel and overlanding. We developed assets including resources for overlanders, prepared spokespeople, and met with media at the Expo where Atlantic British featured premier products for novice and highly experienced outdoor adventurers. Beyond the Expo we stimulated brand awareness within the auto /overlanding /outdoor community and among broader mainstream media targets by leveraging the current interest in overlanding, while positioning Atlantic British as the go-to expert for the category. This translated into heightened engagement with current and prospective customers.
As Atlantic British had not previously engaged in public relations, this initial effort focused on introducing the brand to relevant trade and consumer media, as well as influencers. Public relations worked in tandem with existing social media, to generate content and enhance visibility to drive sales. Our plan also addressed communication to existing Atlantic British customers, Land Rover devotees, new target audiences, auto and overland communities, influencers, and Atlantic British employees.
Moving forward, CGPR will play an integral role in planning for 2020, developing a concise PR
strategy building on the momentum of this year.
Kelty is one of the most iconic outdoor gear brands in the industry and has been undergoing a transformation from a niche company to a lifestyle brand that now appeals to consumers in urban areas, suburbs, and college students among others. As Kelty evolved its messaging and product line, CGPR has been there from the beginning supporting this transformation. CGPR opened doors to business, tech and mainstream media launching the debut of the brand’s first lifestyle line, Built to Wander. Through tactical media relations, event planning, and strategic counsel, CGPR has significantly raised Kelty’s presence with mainstream media including The Huffington Post, USA Today, and The Wall Street Journal. The key here is knowing how to educate influencers, bloggers and reporters about technology and product benefits in such a way as to resonate with their viewers and readers and their editors to whom they have to sell their story.
LifeStraw is a global leader in designing innovative water filtration systems for consumers, natural disaster victims, and developing communities around the world. Through strategic planning, event support, and national media relations, CGPR positioned LifeStraw as a leader in providing safe water solutions across a range of lifestyle and outdoor categories to help drive sales and increase awareness around its global cause program. For every LifeStraw product purchased in the United States, one child in a developing community in Kenya receives safe drinking water for an entire school year. CGPR successfully established and is helping to build and communicate a distinct point of difference that enables LifeStraw to stand out in a crowded category.
With almost 100 years of hand-crafted European heritage, LOWA Boots joined the CGPR client roster over 3 years ago looking for a parter to help grow their U.S. presence. LOWA is a globally respected footwear brand located in Jetzendorf, in Upper Bavaria. Since 1923, LOWA has created premium outdoor boots and shoes featuring beautiful silhouettes, best-in-class quality and proprietary technology. Its designers adeptly navigate the outdoor performance, lifestyle and fashion categories, always nurturing brand integrity. LOWA footwear is 100% designed and handcrafted in factories in Europe. In recognition of these efforts, LOWA is one of the only footwear brands to receive ISO 9001 status for the highest quality construction and process standards. LOWA certified tactical boots are also made to comply with the European Union’s PPE standards. Dedicated to sustainability, LOWA has resoling and rental programs.
Founded on the principles of creativity and innovation, Nite Ize designs, manufactures and distributes solution-based products with quality and performance at their core. Headquartered in Boulder, Colo., the company offers more than 500 innovative products and accessories in seven unique categories: Mobile, Hardware, LED Lights + Accessories, Bike, Fitness, Pet, and Games and Fun. CGPR will be part of an overall company rebranding initiative providing senior counsel at the beginning of the process. CGPR will help Nite Ize leverage new untapped communities to expand the
brand and introduce Nite Ize to new consumers.
PrimaLoft, the world leader in providing comfort solutions with high-performance insulations and fabrics, turned to CGPR over five years ago for PR expertise. By working with PrimaLoft and its international brand partners, CGPR has reinforced PrimaLoft’s category leadership and elevated the brand’s media presence. Additionally, PrimaLoft has undergone a full rebrand; CGPR was there every step of the way to provide strategic counsel and to reintroduce PrimaLoft to the designers, retailers and media, in addition to influencers. CGPR has been a critical partner as PrimaLoft continues to grow and expand its technology offerings. CGPR has represented PrimaLoft at over a dozen trade shows, media events and journalist experiential trips.
After a successful product launch of auto activated body worn cameras at the International Association of Police Chiefs Conference in San Diego, The Safariland Group retained CGPR to handle its overall business, becoming its agency of record. Seizing the opportunity with tenacity, CGPR connected with industry trade, reestablishing personal relationships on behalf of the brand and building new connections outside of the tactical, police, and military focused media. Translating the law enforcement technology news for mainstream media, CGPR garnered a broader audience of interest, developing an ongoing dialogue with such national outlets as CNN, Associated Press, and Fox News. More than a successful media relations program, CGPR has established itself as an instrumental resource in streamlining brand messaging, offering professional media training, developing industry relevant news distribution guidelines, and broadening the brands’ formerly insular reach. Whether developing effective content for a high-profile presentation or offering expert counsel on crisis management, CGPR serves as a partner to The Safariland Group executive suite.
KURU Footwear is an online footwear brand focusing on human health from the ground up. With patented ‘heel-hugging' technology designed within every shoe, KURU's improve foot and body alignment and preserve the foot’s natural shock absorber. KURU enlisted CGPR’s services to re-introduce the brand and launch its first performance shoe, the ATOM. Upon completion of a highly successful launch, KURU retained CGPR to continue the momentum of traction gained to further strengthen brand awareness and product differentiation, and provide strategic counsel on influencer marketing and brand partnerships.
California Innovations is the leading soft- sided cooler manufacturer in the world. CGPR is honored to be working with this global brand as it targets the U.S. outdoor community with the debut of next generation, high performance coolers under its TITAN brand. CGPR has been tasked with developing a U.S. launch strategy for the outdoor industry, beginning with the debut at the 2019 Outdoor Retailer Summer Market. This strategy involves establishing a clear point of difference in a very competitive market with large established players built upon the fact that the company, headquartered in Toronto, has the longest list of technology firsts that are not available in any other cooler brand in the U.S. market today. This is an initiative that involves establishing authenticity, building community engagement, establishing strong relationships with influencers, media relations, and industry relations.
Paint Nite is the industry leader in social painting, offering a creative spin on a night out; participants create art over cocktails at a local bar with a professional artist. Headquartered in Boston, it was founded in March 2012 by entrepreneurs Daniel Hermann and Sean McGrail, and is now a worldwide phenomenon. CGPR introduced new leadership and lead positioning and communication around the expanding company.
Tom Joule began selling clothes at outdoor events in Great Britain over 25 years ago. Since then Joules has fast become one of Britain’s best-loved lifestyle brands. Expanding internationally, the brand has seen great success in the US as a premium lifestyle brand that creates clothing for women and children. Joules tapped CGPR to help develop deeper ties in the outdoor industry community starting with the 2018 Outdoor Retailer and Snow Show in Denver.
ECOS Paint manufacturers eco-friendly, non-toxic, odor-free and zero VOC (volatile organic compounds) paint, in addition to a line of primers, stains and varnishes. The brand’s colors today adorn the walls of prestigious buildings including the Louvre, Westminster Abbey, and the Getty Museum, as well as Etsy, Google and Microsoft offices. By carefully selecting all the ingredients contained within its paints, ECOS Paints has crafted a proprietary formula durable enough to withstand both the elements and time yet contains no harsh chemicals or paint odors commonly found in standard paints. CGPR was chosen as ECOS Paints’ PR partner to build brand awareness and assist the company efforts to highlight the value of zero VOC paints as compared to “low” VOC or standard emission paint as a safer alternative to standard paint options.