For the second year in a row, Big City Mountaineers will be raising more than $20,000 through the sale of co-branded Mountain Hardwear apparel. Thanks to Polartec®, Mountain Hardwear, Northern Mountain Supply, and National Geographic Adventure magazine all donating their expertise and covering the majority of costs, this project will yield enough funds to underwrite over 50 at-risk teens participating in BCM's outdoor recreational mentoring program during 2006.
“Mountain Hardwear is excited to once again support BCM through this creative program,” comments Chris Strasser, Events and Sponsorship Manager for Mountain Hardwear. “We are really proud to continue to have our brand affiliated with BCM. Over the years, we've helped BCM establish its San Francisco Bay-Area program through significant gear donations, fundraising events, and volunteer recruitment. To expand our support through product sales that bears both of our logos is a natural extension of our relationship, and one that helps Mountain Hardwear build equity and loyalty with our customers.”
BCM's apparel now encompasses some of Mountain Hardwear's most popular items, including an Ozone Long Sleeved Zip T-shirt, Micro Dome fleece hat, and the addition of Wicked T-Shirts. Polartec has played a crucial role in this project by donating all the material needed to manufacture these pieces. Carol Valianti, Vice President of Global Communications for Polartec®, adds, “BCM asked Malden to participate in its inaugural branded apparel program during 2004. Having supported BCM for many years, we saw this as a great opportunity for BCM to leverage our relationship while at the same time providing some nice exposure for our brand. We are thrilled the program is expanding and that Malden can help facilitate its growth.”
With National Geographic Adventure magazine offering space to advertise the apparel and Northern Mountain Supply selling the product both in-store and via their strong web presence, the promotional program associated with this apparel ensures that the product sells quickly and to a broad audience, allowing all partners to receive a wide range of exposure for their participation.
“Although BCM is a charity, and our mission will not change from offering outdoor recreation as a means for mentoring at-risk teens, more and more of our organizational growth is being driven by creative marketing ventures with our outdoor industry sponsors. Between our co-branded apparel program, some similar sales programs with key retailers, and our Summit for Someone benefit climbs, BCM is building a series of dynamic funding streams that help outdoor industry companies build their brand while doing good at the same time. It feels great to offer this kind of marketing value to our sponsors who continue to be incredibly generous to our organization.” says Mark Godley, Executive Director of Big City Mountaineers.
