Vernon, B.C., Canada (November 27, 2000) ¿Concept’s parent company Far West Industries Inc. announced a new strategic partnership today with Big White Resort. The focused one-year agreement promises to grow the Concept, Far West and Valid brand presence by leveraging Big White’s aggressive growth plans, international exposure and anticipated 600,000 skier/snowboarder visits this season. The alliance will allow Far West to further its brand positioning communication and increase overall brand awareness like never before with its target consumers – the mountain and outdoor enthusiast.
Big White is the second most visited resort in the Pacific Northwest and the perfect partner for this strategic alliance. “We are elevating our brand’s exposure by 7,600 feet with this exciting partnership,” stated Brad McCann, brand manager at Far West. From a consumer perspective, Far West, Concept and Valid will be very visible in a diverse range of end uses both on and off the hill, our traditional retailers will also benefit from the brand exposure.
“We see this as the first step of many towards bringing great Far West, Concept and Valid gear closer to our core consumer on the mountain where the technical innovations of our products are so relevant”, continued Brad McCann. Beginning in Winter 2000/2001, Big White terrain park staff will be wearing Concept Snowboard Apparel, Mountain Patrollers are currently wearing Far West Apparel, Guest Services, Hotel Managers and Area Management will be wearing Far West, Concept and Valid brands.
Concept will be the apparel sponsor for all sanctioned Big White Snowboard events including the Neil Edgeworth Memorial Banked Slalom, all Half-pipe and Quarter-Pipe events and BoarderX. The agreement also includes a highly visible signage package for events, lift towers and snowboard areas.
Far West Industries Inc. (T, CDNX ¿ FWT) has designed, manufactured and distributed quality sportswear, GORE-TEX ® and other waterproof/breathable outerwear for over twenty years. The Far West group of brands are: Far West Outdoor Apparel, Concept Snowboard Clothing and Valid Ski Wear. The Far West brands are distributed into fifteen countries around the globe including: Canada, U.S., Japan, Korea, Europe and New Zealand. The company’s corporate offices and 60,000 square foot factory are located in Vernon, B.C., Canada at the base of the rugged Monashee Mountains.