Industry News 11/30/2015

B$Z: Royal Robbins Invests in Public Relations Support and New Marketing Leadership

Royal Robbins, a heritage outdoor apparel brand, today named Verde Brand Communications as its agency of record for brand communications to drive product awareness in trade, endemic, and broad markets. Industry veteran Aaron Carpenter of AVC Consulting will also advise Royal Robbins on brand strategy, sales, marketing, digital strategy, ecommerce, and teambuilding.

“Aaron and Verde share founder Royal Robbins’ formidable spirit and deep-rooted belief that adventure is life changing,” said Michael Millenacker, CEO of Royal Robbins. “They are the perfect partners to help us share our brand’s storied history.”

Verde will work closely with the Royal Robbins marketing team to clearly communicate adventure-inspiring apparel collections.

Carpenter, formerly global vice president of marketing at The North Face, will leverage his industry experience to help reinvigorate Royal Robbins’ position as the apparel brand of choice for outdoor enthusiasts.

Royal Robbins is based in San Francisco and Modesto, California, the gateway to Yosemite Valley, where Robbins and his wife Liz founded the company in the late 1960s. In 1961, Robbins made the first ascent of El Capitan’s Salathé Wall, the world’s hardest big wall grade VI climb at the time. In 1967, Liz claimed the first female ascent of the Northwest face of Half Dome. A tourist snapped a photograph of the pair atop Half Dome in tattered clothing. The image inspired them to launch a globally beloved brand known for its enduring, classic outdoor designs that work as well on the trail as they do at the office. 

“Our team excels at reigniting brands,” said Kristin Carpenter-Ogden, CEO of Verde Brand Communications. “Royal Robbins is one of the world’s most authentic outdoor brands. It inspires us to keep a sense of adventure in our lives. We are excited to use our integrated approach to strengthen their presence in the outdoor industry.”