Recently, CAMEL officially announced its partnership with Bear Grylls, appointing him as the Global Product Design Director of CAMEL. This finally puts an end to the rumors about "the four B's" associated with CAMEL. It’s not David Beckham, nor is it Real Madrid star Gareth Bale — but Bear Grylls, known as “the man at the top of the food chain,” who will serve as the Global Product Design Director for CAMEL Outdoor. He will be responsible for developing CAMEL’s premium outdoor product lines.
This marks another major move in brand strategy for CAMEL following its 2013 partnership with Han Han as the brand ambassador. Wan Jingang, founder of CAMEL, said that Bear is an icon in the outdoor world. His American TV series “Man vs. Wild” has had a significant impact and resonance in China, especially within the outdoor community, where his influence is extraordinary. Bear’s relentless drive to challenge the outdoors, his adventurous spirit of bold exploration, and his fearless personal attitude are all keywords that he shares with CAMEL. The collaboration with Bear aligns perfectly with CAMEL’s product positioning. This comprehensive synergy will help both CAMEL and Bear contribute to advancing the outdoor field toward greater innovation and professionalism, showcasing the brand strength of an outdoor adventure leader.
Bear Grylls is a world-renowned explorer and mountaineer, admired by countless outdoor enthusiasts. At the age of 23, he successfully summited Mount Everest, becoming the youngest Briton to do so and survive. He has also challenged climbing the peaks of the Himalayas and solo crossings of the North Atlantic. Since 2006, he has hosted the popular Discovery Channel adventure reality show “Man vs. Wild,” which brought him into the view of Chinese audiences. In the show, Bear faces harsh environments around the world with a daring and fearless attitude, making his influence in the professional outdoor community irreplaceable. “Over the past few years, CAMEL has grown rapidly, achieving a leading position in brand awareness and reputation. However, further pushing the boundaries in terms of professionalism and performance is our brand responsibility,” Wan Jingang told reporters. “We chose Bear as Product Design Director because of his influence in the professional field and his unique understanding and insight into outdoor products.”
It is reported that CAMEL will engage in more comprehensive and in-depth collaboration with Bear in product design, development, and user experience to revolutionize the performance of high-end professional outdoor gear. This includes Bear personally participating in the creative and design process of outdoor products, as well as the launch of exclusive high-end CAMEL-Bear series. Wan Jingang said, “In 2014, everyone can look forward to CAMEL’s new high-end professional outdoor products, which will be infused with Bear’s elements — brave, crazy, and unstoppable.”
Regarding the relationship between Bear and Han Han, Wan Jingang offered a specific explanation: Han Han represents a symbol — that of a free-spirited and challenging attitude. He is also a figure full of stories. His trajectory of ten years of hard work in the racing field before finally winning a championship aligns closely with CAMEL. Therefore, Han Han is the best representative of the CAMEL brand spirit. On the other hand, Bear excels in facing various outdoor challenges. As a king in the professional outdoor field, with his strong outdoor image and reputation, he is expected to bring many brilliant creative sparks to the collaboration with CAMEL Outdoor.
Officially announcing the new Global Product Design Director is the first step in CAMEL’s 2014 product marketing campaign. At the same time, putting the consumer at the center will be a key focus of CAMEL’s future brand marketing strategy. Through the collaboration with Bear, CAMEL aims to strengthen positive interaction between products and consumers, and on this basis, drive innovation in high-end outdoor product lines.