Front Runner Outfitters Names RYGR U.S. Public Relations Agency Of Record

South African overland adventure brand finds strategic communications partner

Front Runner Outfitters (Front Runner), the South African vehicle-based adventure travel gear company, names rygr, an integrated marketing agency for the active lifestyle, its public relations agency of record. Front Runner Outfitters aims to develop and grow its brand awareness in the activity- and vehicle-centric markets and looks to rygr to lead the brand’s public relations efforts in the United States.

“Founded on top-notch quality and innovation, Front Runner has grown into a highly respected brand used worldwide,” says Front Runner Marketing Director Andrew Pasquella. “We are thrilled to be teaming up with an energetic, like-minded agency. rygr’s partnership will support our work to elevate Front Runner Outfitters, expanding upon the brand’s current stronghold in the overland industry and amplifying the reach of Front Runner’s communication efforts and product launches.”

Photo: David Zu Elfe

Front Runner was dreamed up around a campfire in Botswana after a group of friends had endured one-too-many equipment failures and decided it was time to build smarter, more durable travel gear for overland and 4×4 adventures. Thanks to their varied backgrounds in engineering, design, manufacturing, and off-road racing, the founders joined forces to create Front Runner. Today, the brand’s facility outside of Johannesburg, South Africa, uses state-of-the-art manufacturing practices to produce quality products with intelligent design, specializing in innovative and tough roof racks, water tanks, tents, awnings, drawer systems, and camping accessories.

Since launching in the United States in 2013, Front Runner has grown rapidly due to its tough-love approach to developing gear that can withstand the use and abuse of overland expeditions. Today, Front Runner is trusted worldwide by casual campers and overlanders, the United Nations and non-governmental organizations, outdoor enthusiasts, and extreme athletes.

rygr is an integrated marketing agency for passion brands, which partners with leading active lifestyle companies to orchestrate 360-degree product and brand campaigns. rygr’s client list includes U.S.-based footwear brand KEEN, Swedish apparel and gear brand Fjällräven, and French apparel and hardgoods manufacturer Salomon, among others.

“The timing could not be better for us to breathe life into Front Runner’s presence across the media landscape,” says Brian Holcombe, principal at rygr. “Front Runner delivers a level of quality that we can truly stand behind as an agency. We could not be more excited to work with the brand at the forefront of overland adventuring’s breakthrough into mainstream popularity.”

For more information regarding Front Runner Outfitters, please direct inquiries to Account Manager Katie Hostetler at katie.hostetler@rygr.us and Account Manager Max Krapff at max.krapff@rygr.us.