When this ultra-cool New Zealand merino performance apparel maker moved its U.S. headquarters to our hometown of Portland, Ore., we were stoked. Icebreaker’s clothes are downright addictive, and their sustainability and traceability are two further selling points.

We’ve been working with Icebreaker for a few years now. Since they don’t do traditional advertising, exacting public relations and word-of-mouth are instrumental to their success. Weinstein PR works closely with PR agencies in other countries on their global public relations strategy. We also handle their corporate responsibility communications and help with their social media strategy, keeping them up to Icebreaker standards.

Another great thing about Icebreaker: They love bringing their brand to life in vibrant, authentic ways. They really get the power of imagery, video and unusual consumer experiences to tell their stories.

One such event: In New York, we helped commandeer a storefront window where a seamstress sat and let people exchange their synthetic apparel for Icebreaker’s natural merino wool. Our video and photo announcements went out via social media, and the promo spread like wildfire.

The best part: Icebreaker has rapidly gained stateside followers on social media with athlete stories, new-product images and videos, while throwing in a few contests for free gear.

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