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While the athletes that Climbing spoke with were disheartened, they also expressed gratitude for what the brand enabled them to accomplish. “But honestly, part of the process for me is about grieving, knowing that we’ve worked so hard for so long to build legitimacy into this brand.” “I’m trying not to be bitter about it,” said one longtime athlete who wished to remain anonymous. Perhaps they should have seen it coming-about half of the 20-plus person team had already been cut in October, including climber Katie Lambert, who had been an athlete for Eddie Bauer for the past decade, and the entire ski and snowboarding team, which involved well-known athletes Drew Tabke and Lexi Dupont, among others.

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Just like that, all the professional climbers and alpinists that comprised the Guide Built team were left wondering what’s next.

First Ascent is evolving to a more comprehensive collection of technical, premium outdoor products for all mountain experiences, informed by over 100 years of product-development know-how.

We have discontinued the Guide Built program and our formal guide-based product development relationships in order to reach a broader audience and wider distribution opportunity for First Ascent – our most technical outdoor product. Climbing reached out to seven of its brand contributors but was not granted an interview, and the brand declined to comment beyond issuing the following statement: The nature of Eddie Bauer’s relationship with the new team is unclear.

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George’s relationship with Eddie Bauer looked like many athlete sponsorships: the brand supplied her with a monthly stipend, free gear, and support for trips she was taking, while she helped with product testing and development, promoted the brand on her own channels, attended events on behalf of the brand, and planned and executed trips for herself and other athletes that would support the brand’s marketing. In lieu of continuing to sponsor its team of professional athletes, Bantle said that the company would instead work with what it calls brand contributors, a varied group of adventurers, photographers, fishers, kayakers, and more, all with large social media followings. Bantle, who was hired by the brand in September after serving as general manager of the North Face and the VF Corporation Canada, warned that this was going to be a difficult conversation for them.īantle explained that they were being laid off, effective immediately, and that the termination clauses in their contracts would be honored. Those in attendance included climbers and alpinists like Adrian Ballinger, Carla Perez, Paige Claassen, and Melissa Arnot Reid. On Tuesday, all 11 members of Eddie Bauer’s Guide Built athlete program gathered on the call.

This is how it ends, I’m sure, she thought. She was expected to be on an important call with the company’s CEO, Tim Bantle, the following day. On Monday, January 30, alpinist and internationally certified guide Caroline George received an email from Eddie Bauer, her sponsor of nearly 15 years. Heading out the door? Read this article on the new Outside+ app available now on iOS devices for members!

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