Bear Grylls joins Jack Wolfskin Discovery Team

Nigel TAYLOR

Опубликовано
27 апр. 2023 г.

German outdoor apparel, footwear and equipment specialist Jack Wolfskin has signed British world-renowned adventurer and award-winning TV presenter Bear Grylls to an apparel partnership.

He also joins the Jack Wolfskin Discovery Team of explorers, researchers, educators and creatives.

“Both brands want to create curiosity, transfer knowledge, encourage action and enable adventures for everyone”, said Mokhtar Benbouazza, Vice-President of Marketing for Jack Wolfskin. 

Benbouazza cites research that shows the modern way of living and working “has gradually separated people from their relationship with the natural world”. 

It claims the average American spends 93% of their time indoors. In Europe, children play outside at half the rate that their parents did. 

Benbouazza added: “We want to tackle these issues and work with Bear and his team to encourage young people to spend more time outdoors and develop key life skills. Together, both brands want to contribute to a more conscious way of life that is closely connected to nature.

Grylls added: “Jack Wolfskin is one of the most dynamic but approachable brands in the outdoor space with long-lasting apparel that will benefit anyone who heads outdoors.

“I share their commitment to empowering more people to experience their own personal adventures and to build a greater appreciation of the wild places and our wider society. This is going to be an amazing adventure to collaborate with such an experienced, dedicated and entertaining crew.”