Is this the outdoor industry’s youngest brand ambassador?
20/09/2018
The Swedish brand recently named two-year-old Sonny Reed as its youngest brand ambassador. His father, Oli Reed, runs a popular blog called The Outdoor Dad, which documents the Reed family’s outdoor adventures. It has built up a strong following on social media.
As Isbjörn seeks to further grow its presence in the UK outdoor market, it looked for an ambassador capable of representing its ethos to encourage more children to enjoy the outdoors all year round.
Maria Frykman Forsberg, CEO of Isbjörn, said: “We’ve been eagerly following Sonny’s adventures and watching him grow up in the great outdoors. He has an amazing energy and confidence and is already inspiring other children and their families to enjoy outdoor fun and freedom. It quickly became apparent that Sonny was the perfect ambassador for our brand and everything it stands for.”
Now that the weather in the UK is getting colder, the youngster will be wearing the brand’s autumn-winter 2018/19 range, which includes the Penguin Snowsuit and the Cyclone Hardshell Parka. It also features the Frost Jacket, one of the first products to include PrimaLoft’s first 100% post-consumer recycled (PCR) insulation.
At the time of the announcement, Oli Reed said he always wanted his son to “enjoy the freedom of the outdoors” and has encouraged him to go on as many adventures as possible.
He added: "But he has to be protected and to stay safe at the same time, which is why quality outdoor gear is so important. Sonny's been wearing Isbjörn kit since before he could walk and it gives me great reassurance to know he'll be protected in in all weathers, in outdoor clothing and accessories that also protect the planet he plays on.”
Image shows new Isbjörn brand ambassador Sonny Reed and his dog Mario.
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