Mountaineer Reinhold Messner and his wife Diane will become advisors and exclusive members of the Brand Council at Jack Wolfskin. The Messners and other international members will work with Jack Wolfskin to “develop strategic sustainability concepts and long-term rewilding projects within the newly founded Brand Council,” said Jack Wolfskin.
Rewilding is part of Jack Wolfskin‘s Brand Reset. The brand follows the principle “Rewild ourselves – Rewild the world” to support “everyone reconnecting with nature and sharing knowledge about nature. The focus is also on rebuilding nature and ecosystems.”
Jack Wolfskin supports the Messner Mountain Foundation (MMF), founded by the Messners and other NGOs and partners as part of the partnership.
Reinhold Messner, a South Tyrolean, was the first to climb all 14 eight-thousanders, the “Seven Summits,” to cross Antarctica, the Gobi and Takla Makan deserts, and Greenland lengthways. Following his time as an MEP (1999-2004), Reinhold Messner spent more than 20 years building his Messner Mountain Museums (MMM) and foundation (MMF). His latest project, the Messner Mountain Heritage (MMH) promotes traditional mountaineering and hiking worldwide.
Messner has received numerous awards and honors, including the Royal Geographic Society’s Patron’s Medal, one of the highest awarded by the British Royal Family, for his contribution to mountaineering and mountain areas.
“We are responsible for protecting and restoring nature for future generations to enjoy. Jack Wolfskin and the members of the Brand Council share these values. That is why we are very pleased to be able to support the company in its quest for comprehensive sustainability, said the Messners.
“As an outdoor company, we are responsible for protecting nature and biodiversity as much as possible. That is why we have defined long-term goals in our strategy with the mantra “We Live to Discover “and actively support national and international projects of various organizations. With Diane and Reinhold Messner, we share this responsibility and realize projects that reflect our shared values,” said Mokhtar Benbouazza, vice president Marketing & Digital at Jack Wolfskin.
The Jack Wolfskin Brand Council aims to “expand the rewilding strategy developed by Jack Wolfskin under Richard Collier, CEO of Jack Wolfskin. Above all, regional and local activities are to be promoted. In addition to the MMF, this includes the FCC (Foundation Conservation Carpathia), whose managing director, Christoph Promberger, Jack Wolfskin has supported since the 1990s,” said Jack Wolfskin.
In addition to Diane and Reinhold Messner, other members of the Brand Council are Waterbear founder Ellen Windemuth, the Polish journalist and Jack Wolfskin brand ambassador Martyna Wojciechowska and Jack Wolfskin founder Ulrich Dausien.
Photo courtesy Jack Wolfskin
