OSLO, Norway (Sept. 12, 2024) — Norrøna, the four season, family-owned Norwegian manufacturer of premium apparel and gear, today announced a new partnership with Protect Our Winters (POW), a leading nonprofit advocacy group that helps passionate outdoor people protect the places and experiences they love from climate change. To celebrate the new partnership, Norrøna will hold a special screening of ambassador and professional big mountain skier, Amie Engerbretson’s film, “The Hypocrite,” followed by a Q&A session with Engerbretson and POW CEO Erin Sprague at 7 p.m. on Thursday, Sept. 26 at the Norrøna Flagship New York City, located at 67 Green St., New York.
“The Hypocrite” directly addresses imperfect advocacy in the world of outdoor recreation. A discussion on the film, POW’s ongoing work, and how individuals can show up as advocates with Engerbretson, Sprague and other special guests will follow, as part of Norrøna’s “Inspiring climate action with POW” event. The screening serves as POW’s main event for Climate Week NYC, which is the largest annual climate event that brings together thought leaders, change makers, and members of the public to drive climate action.
“As we look to the November elections and our climate future, we are honored to join our partner, Norrøna, in hosting our Climate Week event, joining this global community striving toward the systemic changes that will limit the worst impacts of a warming planet,” said Erin Sprague, CEO of Protect Our Winters. “The stories we share from our Alliance members like Amie Engerbretson catalyze our clean energy conversations and illustrate how individuals, even as imperfect advocates, drive the broader movement for clean air, clean water, and a healthy planet for future generations. We must meet the moment, work together for climate progress, and show up in the most critical election of our lifetime.”
Engerbretson, who joined the Norrøna ambassador team earlier this year, has been an active POW Athlete Alliance member for years, receiving the 2021 Alliance Member of the Year award for her impactful work in climate action on the mountain and Capitol Hill.
“I am so excited to partner with Norrøna and POW for this event during Climate Week NYC. It is a crucial time in the U.S., ahead of the election. Bringing people together to discuss how we all can be part of the solution, with the tremendous potential power of our outdoor community, is exciting,” said Engerbretson. “I look forward to sharing my film, ‘The Hypocrite,’ and diving deep into topics such as imperfect advocacy, systemic change and how the outdoor community can help shape the future of our warming planet.”
Norrøna is joining POW’s Brand Alliance at the Basecamp level. At that level, Norrøna will receive quarterly training and materials on climate science, communications and strategy that will help support Norrøna’s environmental and sustainability goals outlined in its 2029 Responsibility Roadmap. POW will also provide Norrøna with relevant advocacy opportunities tailored to policy, geography and industry relevance that can be shared with employees and customers alike.
Protect Our Winters was founded in 2007 by Jeremy Jones to mobilize the snowsports community to come together and take actionable steps towards addressing the impact of climate change. The organization welcomed pro athletes, individuals, resorts, brands and outdoor enthusiasts throughout the years and now has a worldwide network of more than 130,000 supporters.
For media inquiries about Norrøna, its partnership with POW and the NYC event, please contact senior account manager Corinne Baud at corinne.baud@rygr.us.
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About Norrøna: In 1929, Jørgen Jørgensen, a Norwegian outdoor enthusiast, began his search for durable outdoor equipment to perform in Norway´s harsh and rugged land. Starting with simple innovations such as leather straps, canvas backpacks and cotton clothing, he set Norrøna’s direction: To search for the best in technical advancements and to create the ultimate performance products. Today, four generations later, Norrøna is still a family-owned and run company and a leader in the growing market of sustainable sportswear. www.norrona.com
About Protect Our Winters (POW): Protect Our Winters is a 501(c)(3) nonprofit that helps passionate outdoor people protect the places and experiences they love from climate change. Founded in 2007 by professional snowboarder Jeremy Jones, POW is a community of athletes, scientists, creatives, and business leaders advancing non-partisan policies that protect our world today and for future generations. For more information, visit www.protectourwinters.org.
