Darn Tough Vermont has been named co-title sponsor of the Tecnu Darn Tough USARA Adventure Racing National Championships. In its 13th year, the event is touted as the premier amateur adventure racing event in the U.S. This year's race takes place in the Catskill Mountains from October 11 to 13.
Merrell has launched a women's-specific website created to educate and train women on barefoot running and fitness. The title of the site is "Pretty Strong," and it is meant to help women set and meet personal fitness goals. Merrell aims to engage the powerful community of women runners, reported by the National Sporting Goods Association to be 16.9 million strong—a 23 percent increase since 2006.
After encountering trouble with the trademark for “Stem,” Stem Footwear is officially changing its name to Leming Footwear. The shoes and company will remain the same just with a different label. According to the brand Leming was chosen because the animals represent abnormal action, mimicking the company's desire to continue to make unique products.
Polartec has started 2012 with a flurry of activity, sponsoring festivals, running sweepstakes and even appearing on the silver screen.The brand is sponsoring the 15th annual running of Scufoneda, the biggest European telemark and freeride festival. The seven day event begins on March 4th and takes place in Moena, Italy.
Yaktrax introduced a new logo and packaging at the past OR Winter Market show in an effort to update their brand image and prepare for exciting new product launches. Appearing next fall, the new logo will appear on packaging, in-store displays and other marketing materials.
Yakima has announced two new members of its marketing team, Ashley Williams joins as marketing manager and Jenna Fallon is on-board as digital and ecommerce manager.
Ashley is responsible for the consumer marketing strategy and other facets of marketing including social media, strategic partnerships and consumer promotions. Williams was previously with Adidas for 15 years, most recently as head of marketing communications for Adidas US.
Fallon brings her 12 years of experience to create and manage the consumer digital experience for Yakima. She previously was a senior digital marketing strategist with C[IQ] Strategies.
Volkswagen has joined North America's largest cycling festival, the Volkswagen Sea Otter Classic Powered by SRAM, as a title partner for 2012. The cycling festival is slated to take place in mid-April at the Laguna Seca Recreation Area in Monterey, CA.
Dale of Norway has continued their partnership as the official sweater supplier to the Professional Ski Instructors of America (PSIA) and American Association of Snowboard Instructors (AASI) through 2014.
The brand began partnering with PSIA and AASI in 1996. Dale of Norway believes its product's on-hill performance and apres ski warmth have helped forge such a lasting relationship. Henrik Lumholdt, president of Dale of Norway sees the sponsorship as an important way to help promote snowsports.
Scarpa North America has been named the official footwear sponsor for Alpine World Ascents, a mountain guide service based out of Boulder, Colorado. The guide service runs trips in rock and alpine climbing and ski-mountaineering in the Front Range and globally.