Baltimore-based imre has been selected as the public relations agency of record for icebreakerⓇ, the merino wool and natural performance outdoor apparel brand. The announcement marks imre’s expanded role with VF Corporation, owner of another imre client, Dickies.
As public relations agency of record, imre will work with the brand to define and manage the development of the overall modern PR narrative for icebreaker. imre will use this PR narrative to support future product launches with earned media storytelling, a product seeding program and execution of initiatives that will help cement icebreaker as a leader in sustainability and supply chain transparency by spotlighting the brand’s innovation in developing natural apparel.
“Icebreaker challenges the status quo while championing natural, transparent and responsible ways to do business, and we saw many shared values in imre,” said Rachel Winkel, Director of North American Marketing at icebreaker. “Through the RFP process, imre demonstrated a strong understanding of our vision and we’re excited about the expertise they’ll bring in building out our program.”
“We’re thrilled to broaden our work within the VF Corporation portfolio and this new partnership with icebreaker,” said Nick Eber, Senior Vice President & Group Director, Consumer at imre. “This is a brand with an incredible purpose and story to tell. We’re excited to support them in their mission to expand adoption of, and belief in, sustainable and ethically sourced products worldwide.”