CGPR, French/West/Vaughan’s (FWV) Boston-area office specializing in the outdoor, fitness, fashion, lifestyle and travel sectors, today announced it has been selected by Bern, Crazy and Softies by Paddi Murphy to support public relations efforts for all three brands. These new partners further solidify CGPR’s strength and capabilities at the intersection of the outdoors and active consumer lifestyle categories.
Bern, a pioneer of street-inspired helmets, recently announced a growth plan to reinvigorate and evolve its classic portfolio, in addition to leveraging the current micromobility trend. Committed to its mission of providing enthusiasts with an experience that will help them “stay out there,” Bern wants people to get the most out of doing the activities they love.
The Italian-born, handmade outdoor apparel brand Crazy plans to capitalize on the surging backcountry ski trend and is set to expand its U.S. offerings in the fall of 2021. From the brand that invented Fast & Light clothing in 1989, Crazy will bring style to mountaineering and ski touring for the first time with its debut of jackets, pants, vests and accessories.
Softies, a family-owned business with a 15-year heritage of providing stylish and functional loungewear, sleepwear and robes, has been included on Oprah’s Favorite Things List for four years running and plans to launch its first-ever spring collection this year. Featuring 12 luxurious styles that range from lightweight sleepwear to easy-to-wear apparel, the collection is a direct answer to the growing comfort trend resulting from the work-from-home surge.
“From Crazy’s thoughtfully manufactured, eco-conscious performance mountaineering apparel, to Bern’s best-in-class line of helmets for recreational cycling, skiing, riding and commuting to Softies’ beautiful collection of sleepwear and Zoom-friendly lounge apparel, we look forward to helping each brand grow exponentially to meet its goals,” said CGPR President Chris Ann Goddard. “In addition, we will use our time-tested expertise and deep knowledge of industry trends to reinforce category leadership for these organizations.”
CGPR will help each brand navigate its initiatives amid COVID-19, promoting thought leadership, driving 2021 product launches and providing ongoing media relations and trade show support.
“CGPR consistently delivers exceptional work on behalf of its client roster and possesses unique capabilities within the outdoor and active consumer lifestyle spaces,” said FWV’s President and Principal David Gwyn. “We are looking forward to working with Bern, Crazy and Softies, and are excited to see how CGPR helps elevate these brands.”
CGPR is a public relations and consumer brand marketing agency with more than a 30-year history of business expertise and category prowess in the active consumer industry. Founded by Goddard in 1993, the agency leverages its extensive experience with strategic creativity to win big for its clients. Acquired by FWV in 2020, CGPR has a long-standing track record of working with leading outdoor brands including adidas Terrex, Birkis, Helly Hansen, Kelty, LifeStraw, Outdoor Industry Association, Outdoor Retailer and more.