G3 Genuine Guide Gear has selected Pale Morning Media LLC as their public relations agency of record in North America. In addition to giving both partners more new friends to ski with, the pairing will link one of the true innovators of the ski world to a deep contact base of North American media and industry contacts.

“As our team and our company have continued to grow, we began looking for a public relations partner that could support our business goals and accurately convey our backcountry spirit,” said Oliver Steffen, president of G3. “Finding a strategic communications firm with the ability and experience to strengthen our brand reach was a top priority.”

The G3 team includes ski designer Paul Parker, a veteran staff based in British Columbia, and an extended team of product testers and friends throughout the backcountry ski community.

“G3 is more than just a leader in backcountry innovation. They are a truly consistent, colorful and proud brand at the heart of the human-powered outdoor world,” said Drew Simmons, president and founder of Pale Morning Media. “We’re honored to be working with Oliver and his team.”