Recently, CAMEL骆驼 officially announced that it has signed an agreement with Bear Grylls, appointing him as the Global Product Design Director of CAMEL骆驼. Thus, the rumors about “the fourth ‘B’” have finally been put to rest. It’s not David Beckham, nor is it Real Madrid star Gareth Bale, but rather Bear Grylls, known as “the man at the top of the food chain,” who will serve as the Global Product Design Director for CAMEL骆驼 Outdoor. He will be responsible for developing specially designed high-end outdoor series for the brand.
This marks another major move by CAMEL骆驼 in brand operations following its 2013 signing of Han Han as the brand ambassador. Wan Jingang, founder of CAMEL骆驼, said that Bear is an honor in the outdoor world. His special episodes of Man vs. Wild on the American Discovery Channel have had a huge impact and resonance in China, especially within the outdoor community, where Bear’s influence is extraordinary. The relentless instinct to challenge the outdoors, the adventurous spirit of forging ahead freely, and the fierce and fearless personal attitude—these are all keywords shared by Bear and CAMEL骆驼. The collaboration with Bear is highly aligned with CAMEL骆驼’s product positioning. A comprehensive fit and partnership will help both CAMEL骆驼 and Bear contribute to driving the outdoor field toward greater innovation and professionalism, showcasing the brand strength of an outdoor off-road 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 reach the top 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 adventure reality show Man vs. Wild on the American Discovery Channel, which brought him into the view of Chinese audiences. In the show, Bear faces challenges in harsh environments around the world, and his wild and fearless performances have made his influence in the professional outdoor circle irreplaceable. “After years of rapid development, CAMEL骆驼 has achieved a leading position in brand awareness and reputation. Further striving for higher professionalism and performance is the brand’s responsibility,” Wan Jingang told reporters. “Choosing Bear as the Product Design Director is partly because of his influence in the professional field, and also because of his unique understanding and insights into outdoor products.”
It is reported that CAMEL骆驼 will engage in more comprehensive and in-depth cooperation with Bear in product design, R&D, and experience, innovating the performance of high-end professional outdoor gear. This includes Bear personally participating in the creativity and design of outdoor products, as well as creating exclusive high-end series under the CAMEL骆驼-Bear brand. Wan Jingang said, “In 2014, everyone can look forward to CAMEL骆驼’s new high-end professional outdoor products, which will be filled with Bear elements—brave, crazy, and unstoppable.”
Regarding the relationship between Bear and Han Han, Wan Jingang also offered a specific explanation. Han Han himself represents a symbol, embodying the spirit of free-spirited challenge. He is also full of stories—his trajectory of ten years of hard work in the racing field before finally winning the championship. For CAMEL骆驼, Han Han is highly aligned with the brand, making him the best representative of the CAMEL骆驼 brand spirit. Bear, on the other hand, excels at facing challenges in various outdoor environments. As the king of the professional outdoor field, with his strong outdoor image and reputation, he is expected to bring more brilliant creative sparks to the collaboration with CAMEL骆驼 Outdoor.
Officially announcing the new Global Product Design Director is the first step in CAMEL骆驼’s 2014 product marketing campaign. At the same time, putting the consumer at the center will be a key focus of CAMEL骆驼’s future brand marketing strategy. Through collaboration with Bear, the brand aims to strengthen positive interaction between products and consumers, and on this basis, drive innovation in high-end outdoor series.