Icebreaker makes underwear appointment
07/10/2011
He will take responsibility for managing and growing the RedRam brand, including direct oversight of all manufacturing, sales and marketing activities in the global market.
“We think RedRam has tremendous potential in the hunt, fish and sporting goods markets and that Darren is the ideal evangelist,” said Tony Balfour, general manager, markets, for Icebreaker. “We’re excited to see where he takes RedRam.”
Mr Glassman has been with Icebreaker since September 2008, when he joined as global general manager of socks and accessories, Icebreaker’s first foray into category management. “Socks and accessories often serve as the entry point for a consumer into the Icebreaker brand,” he said at the time of his new appointment. “Similarly, RedRam, which is sold within the hunt and fish, sporting goods and department store channels, is typically the first merino experience for our target consumer.”
The RedRam range includes short-sleeve and long-sleeve tops, singlets, camis, leggings, boxers and boy shorts.
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