Chance encounter leads to Icebug North American appointment
12/07/2013
Icebug has explained that Mr Wert’s involvement with the company came about as a result of a chance meeting at the Outdoor Retailer Winter Market exhibition in 2012. He met an old friend, Gary Richter, outside the exhibition and as they walked together, he noticed that his companion, now North American training and events manager for Icebug, was able to negotiate effortlessly the ice on the frozen streets of Salt Lake City.
Visiting him later at the Icebug stand, Evan Wert received a full presentation of the proprietary BUGrip technology and carbide steel studs the Swedish company applies to the soles of its shoes. He then tried on a pair of the company’s proprietary ArchFlex insoles and, according to Icebug, was immediately hooked.
“When I saw Gary that day, I knew Icebug had something special,” Mr Wert has said. “I am very excited to help share the gift of all-season traction and help this brand realise its potential in the North American marketplace.”
Following his new appointment, he will now take responsibility for bolstering the brand’s image in North America, where Icebug is restructuring its operations.
“We are pleased to have Evan join our team,” said Icebug chief executive, David Ekelund. “His depth of experience and understanding of the foot and footwear business are great assets. Combined with his retail experience, he will be the leading edge of our North American efforts.”
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