What's UP Public Relations and SOAR Communications have partnered to share assets and abilities to best serve new clients, including the new accounts of Scandinavian apparel-maker Bergans of Norway and startup premium sport trailer manufacturer Road Warrior Sports.

The brands will benefit from the more than 40 years of combined experience in the outdoor, snow and cycling markets thanks to the partnership of the two established agencies and gain the knowledge of company presidents Beth Cochran and Chip Smith, who have specialized in core active markets for most of their careers.

“Chip and I have discussed working together for years now and these winter opportunities presented themselves where we could team up to best serve new clients,” said Beth Cochran, head of What's UP PR. “We kicked off the new year and our new partnership with a very successful Outdoor Retailer show for both brands and we're looking forward to continuing through 2012 and beyond.”

While both agencies focus primarily on public relations, the new partnership has opened opportunities for What's UP PR clients to access SOAR's broader marketing and creative services, and existing SOAR clients are benefiting from Cochran's long history in the snowsports industry and media relationships.

“Both What's UP PR and SOAR have a similar outlook when it comes to how to give clients the best bang for their buck and combine flexibility to act quickly and the ability to step back and take a strategic look about what's best for each brand,” said SOAR President Chip Smith. “In just a few months the benefits of working with Beth and her team have made themselves apparent to our staff and our clients.”

In addition to the new clients for 2012, What's UP PR serves as the agency of record for Chaos Headwear, Gramicci outdoor performance and lifestyle clothing, FITS Socks Co., FabricLink Network, and Nüwa Textiles. SOAR Communications serves Outdoor Retailer, Liberty Bottleworks, Sea Otter Classic, Bicycle Leadership Conference, Primal Wear, Vittoria Cycling Shoes, Coldpruf Base Layer and non-profit groups Trips for Kids and Bikes for Kids Utah.

Premier European outfitter Bergans of Norway has established a wholly owned subsidiary, Bergans USA LLC, to serve the North American market. For the past ten years, an independently owned, Seattle-based distributor has assisted Bergans with U.S. sales.

Located in Longmont, CO, Bergans USA will be led by longtime industry executives Patry “Pat” Loomis as CEO, and Keith Patterson as vice president of sales and marketing. Loomis and Patterson last worked together introducing Deuter to the U.S. market.

The new company, Bergans USA, re-introduced a select range of packs, tents, and packable canoes in 2012, and launched its 2012/1013 backcountry and resort ski-clothing line at last month's Outdoor Retailer and SIA trade shows.

A new company for 2012, Road Warrior Sports launched the Atlas 8, a multi-function sport trailer for family adventures and epic outings, at the Outdoor Retailer trade show in Salt Lake last month.