LOS ANGELES: Agron, Adidas' exclusive distributor of its new outdoor sports division, is working with AOR CGPR to gain visibility for the outdoor line of footwear and gear as it launches in the US for the first time.For nearly 20 years, Agron has been the licensee manufacturer of Adidas accessories, but a year and a half ago, the company took on the responsibility of distributing and supporting Adidas outdoor products in the US.
To help with its outreach efforts, Agron hired CGPR as its AOR a year ago, following an informal RFP process involving five agencies, according to Greg Thomsen, Adidas' outdoor USA managing director at Agron. Now the PR strategy is focused on building brand awareness as the products officially launched in the US this summer.
CGPR is organizing a trip for bloggers and editors to visit the new Adidas global headquarters and testing facilities in Herzogenaurach, Germany, next month.
“We like to give a future look at what we will be introducing to the market during the next year and also to answer any technical questions the writers may have,” said Thomsen. "The outdoor writers are very knowledgeable and experienced, and they like to dig pretty deep into the products, from why they were designed the way they are to detailed materials requirements and new construction techniques.”
About a dozen bloggers and editors, who will be selected by CGPR, will be taken on tours of the outdoor sports facilities, future design areas, and performance technology departments. The reporters will also get a tour of the testing facilities for manufacturing company W. L. Gore & Associates.
Chris Goddard, president of CGPR, said the objective of the trip is to “raise visibility for Adidas Outdoor and show its commitment to technology.”
The agency will also organize an Outdoor Retailer Winter Market in Salt Lake City during January of next year for the outdoor line. Rock-climbing professional and brand ambassador Reinhold Messner is anticipated to join the event and co-host the Outdoor Inspiration Awards.
“Reinhold Messner is the godfather of climbing,” Goddard said. “We work with him to engage with media, retailers, and influencers and reinforce their commitment in the climbing and the outdoor community.”
Thomsen said Agron isn't active in social media yet, but he's hoping that with the help of CGPR, the company will delve into digital platforms in the near future.