Hanesbrands is following up on its plan to position its Champion athletic apparel line as cutting edge.
The company announced that a student would climb Mount Everest with international mountaineer Jamie Clark (pictured) as part of the "Expedition Hanesbrands" program.
Clarke will lead the trek, starting April 21, which will take three weeks. The company said that Culver High School student LaQuishia Stone, her mother LaShonda Stone, and school guidance counselor Theresa Hamer will accompany Clark on the climb.
Stone and Hamer will communicate via blogs, videos, and photos from the trip on Climb With Us.Hanesbrands is a long-time partner of Carver* High School in Winston-Salem, NC, and supports the school through funding and employee volunteerism. For the "Expedition Hanesbrands" program, the company challenged students to write essays to compete for a chance to climb Mount Everest.
PRWeek covered the campaign, which is being supported by O'Malley Hansen Communications, when it was announced in September.
Clarke aims to summit the world's highest peak next spring, wearing high-altitude garments currently in development at Champion (in partnership with sister brand Duofold, a cold-weather base layer apparel). Hall [VP, external communications for Hanesbrands] told PRWeek the goal is not to sell niche, high-altitude gear, but use the learning from the R&D toward more mainstream products, particularly around temperature control.
* A previous version of this Cycle post had the wrong name of the high school. PRWeek regrets the error.