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New Hires and Promotions

Norrøna Invests in U.S. Growth With Key Personnel and Agency Hires

Norwegian apparel brand appoints Adam Chamberlain as U.S. sales manager

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DENVER (July 20, 2018)—Norrøna, a Norwegian brand known for crafting high-end, sustainably built apparel and gear for a wide spectrum of outdoor activities, announces the appointment of outdoor industry veteran Adam Chamberlain as U.S. sales manager. Chamberlain is the first U.S. hire for the 89-year-old Norwegian brand, which aims to thoughtfully expand its business in America. Additionally, Norrøna names rygr, an integrated marketing firm based in Carbondale, Colorado, its public relations agency of record in the United States.

“My great-grandfather founded Norrøna in 1929 to provide people with the best possible gear to enable their outdoor adventures. We have evolved a lot since then, but building the best gear is our common thread,” says Norrøna CEO Jørgen Jørgensen. “There’s a growing hunger in America for new brands that share consumers’ values. We feel that now is the perfect time to invest more in the U.S. market. Adam’s experience with great brands makes him the perfect fit to lead our U.S. business.”

Chamberlain will leverage more than two decades’ experience leading marketing organizations at Patagonia, Black Diamond Equipment and GU Energy Labs to broaden and strengthen Norrøna’s network of U.S. wholesale accounts, establish branded retail locations in key markets and ensure sell through with strategic marketing initiatives.

“With a newly opened Denver showroom, a distribution center in Chicago and focused in-market support, we are working to better support Norrøna’s existing U.S. wholesale accounts and foster more specialty retailer partnerships,” says Chamberlain. “As our strategic partner, rygr’s communications expertise will be vital in supporting these investments.”

In the coming months, rygr will craft and implement comprehensive communications and media relations strategy to grow Norrøna’s brand awareness and create demand by earning trusted, third-party endorsements.

“Norrøna is a standard bearer for sustainability in the outdoor industry, and our team has long admired the brand’s intelligently designed best-in-class product and hard-earned credibility among serious outdoor athletes,” says Brian Holcombe, principal at rygr. “There is no one better equipped than Adam Chamberlain to lead Norrøna into the U.S., and we see ripe opportunity for the brand as we craft strategy to establish Norrøna as a go-to apparel choice for avid outdoor adventurers.”

Norrøna will showcase its products at Outdoor Retailer Summer Market, July 23–26, in Denver (booth no. 42010-UL). Retail buyers can reach out to to schedule an appointment. Please direct all media inquiries and ORSM meeting requests to Account Manager Brian Smith, at


About Norrøna: In 1929, Jørgen Jørgensen, a Norwegian outdoor enthusiast, set Norrøna’s bearing: to search for the best in technical advancements, to create the ultimate in performance product. Today, four generations later, Norrøna is still a privately-held and family-operated company based in Oslo, Norway, seeking to redefine the meaning of fit, function and finish in sustainably sourced and built technical outerwear. 

About rygr: rygr (pronounced rig-or) is a new media agency for today’s new media world. We partner with leading active lifestyle brands to orchestrate 360-degree product and brand campaigns. We excel in the gray zone between paid, earned and owned media.