Recognising the importance of balancing hype in a fashion context with community building and core outdoor media inclusions, is the key to our approach for 66°North.
We have worked hard to get the brand on the radar of key gear testers and freelancers, from initial brand introduction to nurturing relationships through regular dialogue and updates to achieve targeted inclusions that underpin the brand’s credibility in the outdoor space. Additionally, we deliver an ‘always on’ programme of seeding, connecting the brands at both a grass roots level, and with influential figures who help galvanize storytelling through running, climbing, hiking, skiing and ‘GORP’.
Core media relations
Having initially started a relationship organically with wildlife TV presenter / activist Nadeem Perera, the Flock Together birdwatching collective co-founder made a natural choice to partner on a piece of content around the brand’s James Merry’s swan embroidery capsule. We introduced 66°North to filmmakers Jack Harries and Alice Aedy, resulting in strong seeding visibility at pivotal moments in their work; Alice wore 66°North on camera on the ground in Ukraine as war broke out while Jack wore 66°North on for an Antarctic expedition. We’ve ensured presence in relevant gear reviews that provide testimony to the brand’s technical performance - for example repeat appearances in IndyBest round ups giving the brand top score, as well as key UK outdoor titles such as The Great Outdoors and Trail Magazine.
Our promotion of key styles such as Hornstrandir resulted in ravereviews and features across outdoors and lifestyle press, including FT, Stuff, Trail, Life For The Outdoors and Esquire. We also seeded key GORP profiles such as Liam from @advanced.rock and Lewis from @114.index.