Apparel partnership between Bear Grylls and Jack Wolfskin
Outdoor brand Jack Wolfskin has announced a new apparel partnership with adventurer, writer and film-maker Bear Grylls.
He described that Jack Wolfskin brand as “one of the most dynamic but approachable brands in outdoor, with long-lasting apparel that will benefit anyone who heads outdoors”.
He said he shared the brand’s commitment to empowering people “to experience their own personal adventures and to build a greater appreciation of the wild places”.
Vice-president of marketing at Jack Wolfskin, Mokhtar Benbouazza, said the brand’s research suggested average US citizens spend 93% of their time indoors. In Europe, he added, children today play outside for only half as much time as their parents did, on average.
“The modern way of living and working has gradually separated people from their relationship with the natural world,” Mr Benbouazza concluded.
