Did you hear?…Was that an Icebreaker shirt on Sarah Palin? You betcha!

Icebreaker scored a marketing coup when former Alaskan Gov. Sarah Palin appeared on the cover of Newsweek’s Nov. 23 issue sporting running shorts and the company’s long-sleeve Chase Zip top.
Publish date:

Icebreaker scored a marketing coup when former Alaskan Gov. Sarah Palin appeared on the cover of Newsweek’s Nov. 23 issue sporting running shorts and the company’s long-sleeve Chase Zip top (which SNEWS® reviewed Jan. 26, 2009).

The cover shot has received unusual attention because Palin said the use of the image was sexist. In fact, the photo was originally shot for the August 2009 issue of Runner’s World, which included a one-page Palin profile concerning health and fitness. (Click here to see that story.) Newsweek used the photo with cover lines that read: “How do you solve a problem like Sarah? She’s bad for the GOP -- and for everybody else, too.”


On her Facebook page, Palin told her 1 million fans, “The out-of-context Newsweek approach is sexist and oh-so-expected by now… The media will do anything to draw attention -- even if out of context.”

Lee Weinstein of Icebreaker, which wasted no time sending out news of the cover coup (click here), told SNEWS that the company had shipped the shirt to Runner’s World never imagining that it would land on the Newsweek cover.

Weinstein said the photo caused traffic on the Icebreaker website to double, and page views for the Chase Zip jumped 400 percent.

While Palin’s politics don’t necessarily mesh with those of extremely eco-friendly Icebreaker, the company is having fun with the newfound attention.

Icebreaker managing director Jeremy Moon told the New Zealand Herald, “The fact that Sarah Palin looks hot and intelligent on the cover of Newsweek is testament to the transformative power of New Zealand merino against the skin.” Wonder how often Moon had to practice that line to be sure he didn’t laugh while saying it -- yeah, you betcha. 

The big question now is whether the Chase Zip will enjoy the same fame as Palin’s Kawasaki rimless glasses made by Italee Optics. If there’s a Palin fan on your Christmas list, you better order now.

--Marcus Woolf


Fitness: Did you hear?...

>> A motion filed March 23 by Savvier Inc. asking the court to dismiss the trademark-infringement lawsuit brought against it by Nautilus in January was denied July 30 by the U.S. District Court, Western District of Washington, Seattle. Nautilus had alleged in the suit that the ...read more

Outdoor: Did you hear?...

>> BackcountryStore.com has been coveting the Backcountry.com URL since the company's inception, but acquiring the name came down to money. In 1996, when co-founders John Breese and Jim Holland started the company, the decision was easy. Since they barely had enough money to even ...read more

Outdoor: Did you hear?...

>> Mike Egeck, president of The North Face, has been named president of Outdoor - North America by parent company VF Corp. In his new role, Egeck will oversee VF's Outdoor Coalition companies -- The North Face, Jansport and Eastpak -- and its recent acquisitions Vans and ...read more

Outdoor: Did you hear?…

>> We were a bit surprised when we read the quote from Base Camp PR's Mike Geraci in the Outdoor Retailer Summer Market daily, then later in Bicycle Retailer, referring to the popularity of the yellow Live Strong bracelets sold to benefit the Lance Armstrong Foundation: "It's ...read more

Fitness: Did you hear?...

>> Mad Dogg Athletics has recently launched a program to get new consumers into clubs and onto its Spinning bikes. The program is called "Ticket to Ride," and allows consumers to try a class for free at participating clubs when they go to www.spinning.com and download a free ...read more

Outdoor: Did you hear?...

>> Bustin' another rumor: GoLite is NOT going bankrupt, is NOT looking for outside investors, and is NOT under pressure by outside investors to pump up the profits for a quick sale. All three rumors were floating around the trade show halls during Outdoor Retailer and, according ...read more


Icebreaker GT180 Chase Zip

We at SNEWS® know that merino and wool apparel is quite the trend. Although we’ve tried a lot of tops for high-aerobic activity – some pretty good, some really not so good – we haven’t found one we truly love…until now. We love the Icebreaker GT180 long sleeve half-zip top. ...read more