Royal Robbins™ Selects CerconeBrownCurtis as Agency of Record - SNEWS

Royal Robbins™ Selects CerconeBrownCurtis as Agency of Record

Outdoor Apparel Company Enlists Agency to Leverage Its Heritage and Capitalize on Strong Adventure Lifestyle Trend

BOSTON, MA (February 17, 2006) — One of the original emblems of outdoor performance apparel – Royal Robbins – has tapped CerconeBrownCurtis as agency of record responsible for its brand strategy, advertising, merchandising, publicity and promotions. The agency has been tasked with understanding the underlying true spirit of the Royal Robbins brand and then bringing that idea to life for consumers and retailers everywhere.

An apparel company founded 30 years ago by the renowned climber and kayaker of the same name, Royal Robbins has a cult-like following among mountaineers and adventure travel enthusiasts who consider the Royal Robbins line to be incredibly functional as well as emblematic of their love of the outdoors.

The company designs and markets a complete line of clothing, including shirts, shorts and pants, that reflect a passion for outdoor exploration and living. Increasingly, however, the function-meets-fashion aesthetic and the performance of Royal Robbins clothing has been adopted by an upscale mainstream consumer, and the company is seeking to capitalize on that trend while staying to its inspirational beginnings.

“We wanted to work with an agency that uniquely understood the importance of the Royal Robbins heritage, and how to translate that spirit effectively to the outdoor enthusiast in all of us," said Bob Orlando, president of the Modesto, California-based Royal Robbins. "CerconeBrownCurtis' lifestyle-brand building experience and integrated capabilities made the agency the clear choice to meet our goals."

Immediately, CerconeBrownCurtis will work to understand and translate the power of the Royal Robbins brand in a way that expands its product and market strategy as a lifestyle brand. Then the agency will create a multi-level campaign to launch the brand through advertising, retail and channel promotions, public relations and merchandising.

“Inspired by one of the world's greatest adventurers, the Royal Robbins story is one of those rare gems; authentic, powerful and yet to be told,” said Leonard Cercone, partner, CerconeBrownCurtis. “We're humbled that the company has entrusted us to help tell this story of inspiration, passion and life.”

About Royal Robbins
Royal Robbins was founded in 1968 by one of the world's greatest adventurers, Royal Robbins the man. Royal and his wife Liz started the company to provide high-quality clothing and gear for the outdoors. All items were inspired by the vast beauty and freedom of their outdoor experiences. Because they truly lived their lifestyle, there was no division between performance and casual items. All clothing would be both functional as well as stylish. Royal Robbins continues their commitment to create innovative outdoor apparel, with the performance and multi-function necessary for today's high adventure lifestyle. For more information please visit

About CerconeBrownCurtis
Located in Boston, Massachusetts, CerconeBrownCurtis is an integrated marketing agency that provides branding, advertising, public relations, events and promotions services to companies in consumer goods, healthcare & technology. Founded in 2001, the agency has worked with leading brands such as GMAC Insurance, Nantucket Nectars, Sperry Top-Sider, K2, The Timberland Company, Vibram and ZOOTS to combine situational changing brand concepts with strategic action. The Agency delivers measurable programs designed to solve specific business challenges. For more information, please visit