Specialty retailer Eddie Bauer, The Original Outdoor Outfitter, has appointed Backbone Media to develop and execute its media and outdoor industry public relations strategy.

“The Eddie Bauer outdoor legacy, paired with the new First Ascent technical collection is a great fit for the Backbone Media client roster,” said Greg Williams, media director for Backbone. “Managing both the media and public relations for Eddie Bauer will only increase our ability to provide exceptional visibility for the brand across many media outlets.”

Founded in 1920, Eddie Bauer now has 358 stores in the United States and Canada, as well as robust catalog and online businesses. In October 2009, the company launched its First Ascent brand of guide-built gear, signaling a return to the company's roots as an expedition outfitter.

Eddie Bauer is the most recent addition to the Backbone Media roster, which includes more than 30 of the leading brands in the outdoor and active lifestyle markets.

“Eddie Bauer founded the company more than 90 years ago because he wanted to help people enjoy the adventurous outdoor lifestyle,” said Kristen Elliott, marketing director for Eddie Bauer. “The team at Backbone Media lives that lifestyle today and has an outstanding reputation in the outdoor industry.”