Norrøna, a Norwegian outdoor apparel brand, appointed outdoor industry veteran Adam Chamberlain as U.S. sales manager.

Chamberlain is the first U.S. hire for the 89-year-old Norwegian brand, which aims to thoughtfully expand its business in America. Additionally, Norrøna named rygr, an integrated marketing firm based in Carbondale, Colorado, its public relations agency of record in the United States.

“My great-grandfather founded Norrøna in 1929 to provide people with the best possible gear to enable their outdoor adventures. We have evolved a lot since then but building the best gear is our common thread,” said Norrøna CEO Jørgen Jørgensen. “There’s a growing hunger in America for new brands that share consumers’ values. We feel that now is the perfect time to invest more in the U.S. market. Adam’s experience with great brands makes him the perfect fit to lead our U.S. business.”

Chamberlain will leverage more than two decades’ experience leading marketing organizations at Patagonia, Black Diamond Equipment and GU Energy Labs to broaden and strengthen Norrøna’s network of U.S. wholesale accounts, establish branded retail locations in key markets and ensure sell through with strategic marketing initiatives.

“With a newly opened Denver showroom, a distribution center in Chicago and focused in-market support, we are working to better support Norrøna’s existing U.S. wholesale accounts and foster more specialty retailer partnerships,” said Chamberlain. “As our strategic partner, rygr’s communications expertise will be vital in supporting these investments.”

In the coming months, rygr will craft and implement comprehensive communications and media relations strategy to grow Norrøna’s brand awareness and create demand by earning trusted, third-party endorsements.

“Norrøna is a standard bearer for sustainability in the outdoor industry and our team has long admired the brand’s intelligently designed best-in-class product and hard-earned credibility among serious outdoor athletes,” said Brian Holcombe, principal at rygr. “There is no one better equipped than Adam Chamberlain to lead Norrøna into the U.S. and we see ripe opportunity for the brand as we craft strategy to establish Norrøna as a go-to apparel choice for avid outdoor adventurers.”

Norrøna will showcase its products at Outdoor Retailer Summer Market, July 23–26, in Denver (booth no. 42010-UL).