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Press Releases

Helly Hansen and American Magic Prove ‘TRUST MAKES IT POSSIBLE’ in Global Campaign for Spring/Summer ’21 Collection

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OSLO, NORWAY (January 2021) – For a team of professionals hoping to take home the highest prize in international sailing, success is not possible without trust. No team knows this better than American Magic, US Challenger for the 36th America’s Cup, whose AC75 survived a near-sinking during the PRADA Cup Round Robins on Sunday, January 17. Trust, built through years of preparing and training, made it possible for the crew to react quickly and recover safely in this critical moment. Trust is what made it possible for the team to work round-the-clock to repair and rebuild the boat in record speed, and now, trust makes it possible for the team to get back on the water and compete to bring the oldest trophy in international sport back home to the United States.

Helly Hansen’s new global campaign follows the American Magic team and, through reverse footage, showcases the dedication and resilience that the team has built through years of working together. Trust – in themselves, their teammates and their gear – is what has enabled them to prepare for the world’s fastest sailing race, and trust is what will continue to push them forward in their pursuit to take home the trophy.

A team of 140 people, American Magic has brought together some of the brightest minds and most talented professionals in the sport. “The team dynamic is always your X factor,” says American Magic Skipper and Executive Director Terry Hutchinson in a short film launching as part of the global campaign. “Whether or not you can depend on a person to do their job in a critical moment is something that you learn over years.” No team has demonstrated this better than American Magic. From designers and engineers to sailors on the boat, each member of the team has continued to give it their all in order to get back on the water and compete.

“With the ‘Trust Makes It Possible’ campaign, we set out to showcase the role of trust for a team of professionals facing unpredictable and high-pressure environments,” says Joumana Løvstad, Director of Brand Marketing at Helly Hansen. “In working closely with the American Magic team, we’ve witnessed just how important trust is, especially in critical situations, and we’re proud to partner with the team, providing them with gear they can trust when it matters most.”

American Magic will continue to compete in the PRADA Cup Challenger Selection Series, taking place throughout January/February 2021 in Auckland, New Zealand. The series will determine which Challenger will compete against the Defender in the 36th America’s Cup Match in March.

Helly Hansen’s new global campaign was created together with top advertising agency Grey London. Media is being handled by Wavemaker.

Associate Creative Directors: Sam Haynes, John Gibson Creatives: Max Gill-Engel, Charlie Smith
Planning Director: Lee Barber
Business Director: Ryan Lacey
Account Director: Jamie Hamill Media agency: Wavemaker

About Helly Hansen

Founded in Norway in 1877, Helly Hansen continues to develop professional grade apparel that helps people stay and feel alive. Through insights drawn from living and working in the world’s harshest environments, the company has developed a long list of first-to-market innovations, including the first supple waterproof fabrics more than 140 years ago. Other breakthroughs include the first fleece fabrics in the 1960s, the first technical base layers in the 1970s, made with Lifa® Stay Dry Technology, and today’s award winning and patented H2FlowTM temperature regulating system.

Helly Hansen is a leader in technical sailing and performance ski apparel, as well as premium workwear. Its uniforms are worn and trusted by more than 55,000 professionals and can be found on Olympians, National Teams, and at more than 200 ski resorts and mountain guiding operations around the world.

Helly Hansen’s outerwear, base layers, sportswear and footwear are sold in more than 40 countries and trusted by outdoor professionals and enthusiasts around the world. To learn more about Helly Hansen’s latest collections, visit