Prana, which is owned by Columbia Sportswear, named Jam Collective as the company’s public relations agency of record.

Jam Collective will work to collaboratively build and support the communications strategy for Prana. The agency will employ both traditional and emerging public relations tactics to strengthen Prana’s relationship with its core consumers, broaden its appeal to new audiences and elevate the brand as a thought leader in the sustainably-made apparel space.

“We are excited to work with Jam to tell our brand story to a wider group of consumers,” said Jeff Haack, global brand director at Prana. “Getting our brand message out to more people is an important part of our long-range growth strategy.”

“Jam Collective has been a huge fan of the Prana brand for years,” said Julie Atherton, founder of Jam Collective. “We are honored and thrilled to be chosen as their agency of record.”

Working alongside Atherton will be Jam Collective’s Julie Campagnoli, July Zaleski and Janete Rodas.