Fjällräven, a Swedish outdoor brand, has named Rygr, an integrated marketing agency, its agency of record. Rygr will work on public relations for Fjällräven in North America.
“We are excited to work with Rygr on strategic communications and reach new fans through product and brand storytelling,” said Nathan Dopp, president of Fjällräven North America. “The team at Rygr is known for its deep roots in core outdoor and it fits well with the culture at Fjällräven. They speak our language.”
Since its 2012 U.S. launch, Fjällräven has established itself among the fastest growing and most in-demand outdoor and lifestyle brands in North America.
“There is a lot of excitement and momentum surrounding our brand right now,” said Joe Prebich, vice president of brand at Fjällräven North America. “We’ll look to rygr to amplify the brand, build on the groundswell of momentum and utilize their communications expertise to introduce Fjällräven to new audiences and markets while continuing to resonate with our current fanbase.”
Rygr is an integrated marketing agency for passion brands that partners with leading active lifestyle companies to orchestrate omni-channel product and brand campaigns.
“Fjällräven’s brand heritage and ethos connect in a meaningful, inclusive way with modern-day adventurers in North America,” said Holcombe. “Beyond beautiful, best-in-class product, this partnership with Fjällräven offers rygr the opportunity to work alongside a brand that we truly believe in. Fjällräven’s emphasis on quality, timeless products and ethical, environmental responsibility are values that we share at our core.”
Fjällräven’s key initiatives for SS17 include the launch of the Abisko Trekking Tights for men and women, as well as the global expansion of Sweden’s largest trekking event, the Fjällräven Classic, with guided outings in the United States, Sweden, Denmark and Hong Kong.
Photo courtesy Fjällräven
