Hanesbrands Inc. is going to the top of the world in a bid to raise awareness of its Champion and Duofold brands.
This story first appeared in the October 12, 2009 issue of WWD. Subscribe Today.
The North Carolina-based company said it plans to finance and outfit an expedition to Mount Everest. The excursion, led by international mountaineer Jamie Clarke, will feature cutting-edge cold-weather apparel from Champion, best known for its athletic apparel but also a player in the outerwear market, and Duofold, which makes base layer products.
“Champion and Duofold have a long history of authenticity and innovative apparel,” said Kevin Hall, executive vice president and general manager of outerwear for Hanesbrands. “This expedition is a great way for us to leverage our history and expertise.”
The team, which is to begin its ascent in spring, will be equipped with gear designed to withstand the mountain’s high altitudes and extreme weather. The company said the new fabric and design technology incorporated into the expedition gear may be rolled out into the brand’s commercial lines.
Hanesbrands is anticipating the expedition’s efforts will be a draw for consumers, who can monitor the team’s progress via video and audio updates — as well as check out the climbers’ custom gear — on the Web site, ClimbEverestWithUs.com. Consumers will also be able to share stories of their own challenges on the site’s social community, called “What’s Your Everest?”
The expedition marks Clarke’s fourth attempt at Mount Everest. He reached the summit in 1997.