Champion(R) Athletic Apparel Brand Launches Mount Everest Expedition Web Site and What’s Your Everest? Contest and Social Community With Chance to Win $10,000
WINSTON-SALEM, N.C., Sept. 23 /PRNewswire/ — Champion athletic apparel has launched a Mount Everest expedition Web site that allows visitors to submit their own personal “Everest” for a chance to win $10,000.
Champion apparel’s “Climb Everest With Us” Web site will track Champion’s partnership with international mountaineer Jamie Clarke in his bid to summit the world’s highest peak next spring. Clarke will be wearing some of the most innovative high-altitude gear on the mountain, including cutting-edge socks, base layer, insulating layer, and soft and hard shells, which is being developed by Champion’s industry-leading research-and-development team.
Champion, a leader in performance activewear for 90 years, has partnered with sister brand Duofold, a cold-weather base layer innovator for 100 years, to integrate the latest innovation in fabric technology, garment design and sports science in developing the apparel.
As part of the expedition, Champion is inviting consumers to follow along and set their own Everest challenge. Entrants will have a chance to win a $10,000 award to help achieve their Everest goals. Consumers can enter the contest through Dec. 31, 2009, by answering the question “What’s Your Everest?” via a written statement or video at www.ClimbEverestWithUs.com.
“Champion believes we all have mountains to climb and dreams to fulfill,” said Claire Edgar, Champion brand marketing director. “Champion’s Everest expedition will use the symbolism of the highest summit in the world to help all of us achieve our own goals and dreams.”
Each entry will be featured on the site where visitors can share, view and comment. The site acts as an online community that allows others to provide support and advice to those who have submitted an entry.
The “What’s Your Everest?” program has a Facebook application that directly links to participants’ personal Facebook pages, allowing them to share their Everest dreams with friends.
Each week, Clarke, 41, will post short inspirational videos called Steps to the Summit on the ClimbEverestWithUs.com Web site. The site also features a “What’s Your Everest” video filmed by students at the North Carolina School for the Arts.
Clarke, of Calgary, Alberta, has been taking part in expeditions for more than 20 years, including summits of the world’s highest peaks on all seven continents, including reaching the top of Everest in 1997. Clarke, who has authored two books and has been featured in two National Geographic documentaries based on his adventures, says that people can attain significant goals in their lives with the right motivation, desire, encouragement, and planning.
“My goals for this expedition are to help develop some of the most innovative apparel ever to keep me safe, warm and comfortable and to inspire people to achieve their dreams, especially the dreams that may feel unattainable,” Clarke said. “I’ve learned that ordinary individuals can have extraordinary experiences. My mantra is: Your summit awaits; go to it.”
Clarke and the Champion expedition team have been training in commercially available Champion performance apparel and Duofold base layer to stay warm and dry. Next month, Clarke will begin testing the specially-developed high-altitude gear on a training climb of Mount Pumori in Nepal, a 23,494-foot-high Himalayan neighbor to Mount Everest.
The Everest summit bid will take place in the spring 2010 Himalayan climbing window, and Champion expects to unveil a one-of-a-kind summit suit designed to keep Clarke warm and mobile in the high winds and severe cold on the highest reaches of 29,035-foot Everest, the highest peak in the world.
Champion’s www.ClimbEverestWithUs.com Web site also features expedition updates, gear commentary, a history of Everest, and information on Champion’s line of products.
In addition to social media outreach, Champion is marketing its Everest expedition with online advertising and cross-promotions with Champion direct-to-consumer retail stores, catalog and online selling site.
Champion has also partnered with outdoor adventure freelance writers Stephen Regenold and Stephanie Pearson to develop content for ClimbEverestWithUs.com. Regenold is best known as the The Gear Junkie (www.gearjunkie.com) and for his syndicated column of the same name. Pearson is a contributing editor for Outside Magazine and Outside Online’s Gear Girl.
About Jamie Clarke
Jamie Clarke, 41, has been taking part in expeditions for more than 20 years. He has climbed the world’s seven highest peaks and crossed the Empty Quarter in Saudi Arabia (one of most desolate deserts in the world). In 1991, at the age of 22, Clarke had the opportunity of a lifetime to join an expedition to Mount Everest but failed to reach summit due to deadly storms. In 1994, his team made a second bid. Finally in 1997, Clarke realized his dream when he and his climbing team successfully reached the summit. Clarke has co-authored two books, “Above All Else” about his 1991 and 1994 Everest expeditions and “Everest to Arabia” and has co-produced two documentary films, including “Above All Else” that was broadcast internationally on National Geographic. Clarke is the co-founder of a successful outdoor equipment and apparel store called Out There Adventure Center in Calgary, Canada. Follow Jamie on Twitter @JC_Climbs. Additional information about Jamie can be found on www.jamieclarke.com
Relationship with Stephen Regenold and Stephanie Pearson
Stephen Regenold and Stephanie Pearson are being paid by Champion and parent company Hanesbrands Inc. as independent, objective freelance journalists to write website content and experience the journey to Mount Everest Base Camp. In no way has the company or brand paid for endorsements or reviews of its products. Any and all content, including written materials, developed by Regenold and Pearson for use on their own Web sites, blogs, etc., has been created authentically and without influence, input or prior approval by either Hanesbrands Inc. or Champion.
Champion offers a full line of innovative athletic apparel for men and women including sport bras, activewear, team uniforms, sweats and accessories. Champion can be purchased at most sporting goods and department stores. For more information about Champion apparel, visit www.championusa.com. Champion is owned by Hanesbrands Inc.
Introduced in 1906, Duofold is a leader in base layer apparel for men, women and children. As an outfitter of the National Ski Patrol, Professional Ski Instructors of America and American Association of Snowboard Instructors, Duofold is the expert in helping winter athletes and outdoor enthusiasts perform at their best even under the most challenging weather conditions. Duofold is best known for its popular Varitherm and Originals cold-weather products. For more information visit www.duofold.com. Duofold is a brand of Hanesbrands Inc.
About Hanesbrands Inc.
Hanesbrands Inc. is a leading marketer of innerwear, outerwear and hosiery apparel under strong consumer brands, including Hanes, Champion, Playtex, Bali, Just My Size, barely there and Wonderbra. The company designs, manufactures, sources and sells T-shirts, bras, panties, men’s underwear, children’s underwear, socks, hosiery, casualwear and activewear. Hanesbrands has approximately 45,000 employees in more than 25 countries. More information may be found on www.hanesbrands.com.