Polartec Announces Peaking Since ‘91 Campaign
Polartec has announced the launch of its Peaking Since ‘91 campaign. The campaign honors the 1991 founding of the Polartec brand and the many milestones of an extensive history of fabric innovation. These category-creating inventions have empowered millions of passionate outdoor enthusiasts.
The campaign will include an interactive timeline created in partnership with Outside, hosted on OutsideOnline.com. The site will feature archival content and imagery of industry-changing developments and iconic products from the past four decades, including the invention of PolarFleece in the decade preceding the Polartec brand.
“The modern history of Polartec is one of transformation, from a traditional mill into a performance textile innovator,” said Steve Layton, Polartec President. “We’re excited to tell this story of how collaboration with our business partners resulted in iconic fabrics and garments that literally changed what we wear when we go outside.”
The anniversary also includes the Family Album Photo Contest, a consumer promotion to crowd-source a visual history of those who’ve worn Polartec-made garments on their outdoor adventures. The Contest will be available through multiple media partnerships across the globe, and entrants have the chance to win limited edition Polartec products through various design collaborations. In North America, Polartec has also partnered with online publisher of editorial music content, JamBase, where entrants have a chance to win any number of garments from partner brands, or grand prizes that include VIP ticket packages to such iconic music festivals as High Sierra Music Festival, LOCKN’, Northwest String Summit, and Summer Camp Music Festival.
“Polartec is as much a part of the outdoor lifestyle as backpacks and hiking boots,” says David Karstad, Polartec Marketing VP and Creative Director. “Peaking Since ’91 lets us reinforce this authenticity and connect with the generations of enthusiasts who’ve worn Polartec, no matter when they first discovered their stoke for nature.”
The campaign features advertising, social media, and promotional outreach to core outdoor media, enthusiast groups and clubs. The campaign will engage partner brands and consumers, culminating with new innovations and collaborations, planned for the back half of the year.
For the last 30 years, Polartec has established itself as the world's foremost innovator of a wide range of performance fabrics engineered for all conditions, to keep you warm, dry, cool, and safe. Leading brands consistently turn to Polartec to evolve fleece beyond insulation, to redefine weather protection, or develop the next lightweight, next-to-skin technologies.
“Peaking Since ’91 is as much about looking forward as it is backward,” says Layton. “From inventing the process of turning post-consumer plastic into performance fabrics, to pioneering a new focus on circularity, sustainable science is the innovation force driving the next 30 years of Polartec.”
