Patagonia has selected Rick Ridgeway as the company’s new Executive Vice-President responsible for Marketing and Environmental initiatives. Ridgeway will continue the company’s worldwide communication efforts of the Patagonia brand, not only regarding product quality, but also its distinction as a leader in the environmental movement. A long-time associate of Patagonia, Ridgeway begins his new role January 2004.

Ridgeway has been a leading climber and adventurer for over 35 years. In 1976 he was on what then was only the second American team to attempt Everest, and in 1978, with three companions, was the first American to summit K2, the first group to do so without the aid of bottled oxygen. Over the years he produced over 35 documentary films for cable and network television, and, as a photographer for over 30 years, his images have been seen in dozens of magazines and publications, including the award-winning Patagonia catalog. He has authored numerous articles for magazines such as Outside and National Geographic, and published five books.

“We are very fortunate to work for an organization with a heritage and future steeped in environmental activism,” said Patagonia CEO Michael Crooke. “Rick’s background, skills, intuition and commitment are perfect to continue our challenge of connecting more closely with current and future customers, not only to inspire them to make good choices for the environment, but also to have a deeper understanding of the authenticity of the Patagonia brand and its core values.”

In addition to his comprehensive skills in writing, photography and film, Ridgeway brings a diverse business background to this new role. He spent 22 years as a consultant for the Kelty backpack company providing direction in the areas of strategic acquisitions and planning, marketing, product design and testing. For 15 years he owned and managed Adventure Photo and Film, a stock photo and film agency. For the last six years he has contributed his business talents as a board member to the outdoor industry’s Conservation Alliance, serving as President for the past four, and is an original board member of the Patagonia Land Trust.

“It is a great honor to join the Patagonia family,” said Ridgeway. “We have everything in place to think about how in this century we can be a model not just for ‘corporate responsibility,’ but for an entirely new contract between organizations and the planet that sustains them. I can think of no greater challenge, and I’m invigorated by the talents and commitments of the world class team at Patagonia I have the privilege of joining.”