Sasquatch Agency

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Mountain Hardwear Mythogen apparel launch

Media Relations, Reputation Management, Content & Communication, Event & Stakeholder Management

From underdog to editors' choice

Mountain Hardwear needed more than a product launch: it needed to earn genuine credibility with a notoriously discerning audience of ski and outdoor editors. We designed a long-lead, two-phase media relations strategy that earned trust with top-tier endemic press before ever asking for coverage, then turned that groundwork into a high-impact launch moment that converted directly to sales.

Estimated impressions
1.3B+
Media placements
55
Outlets secured
30+
The Mountain Hardwear logo over two climbers roped together on a snowy ridge, skis on their packsView larger
A model seen from behind in the Mythogen jacket and bib in a tiled studioView larger
A model in the black Mythogen jacket with the hood upView larger
A contact sheet of fit test photographs of the Mythogen kitView larger
Images courtesy of Mountain Hardwear.

The challenge

Mountain Hardwear needed more than a product launch: it needed to earn genuine credibility with a notoriously discerning audience of ski and outdoor editors.

The vehicle was the Mythogen GORE-TEX PRO Jacket and Bib: the brand’s most technically engineered big-mountain kit, and, at $1,500, its most expensive. Our mandate was to build that credibility months ahead of its fall launch and translate it into confident, early sell-through on day one.

A fitter adjusting a jacket collar on an editor before the field testView larger
Editors resting on a snowy summit above Chamonix, one raising a hand to the skyView larger
A climber clipped into a rope anchor high on a ridgeView larger
An athlete in a yellow Mythogen kit leaning on ski poles below Alpine spiresView larger
Two skiers skinning uphill in Mythogen kit above a valley of peaksView larger
Editors talking on the mountain in the sunView larger
A product briefing for editors around a tableView larger

Our approach

We designed a long-lead, two-phase media relations strategy built to earn trust with top-tier endemic press before ever asking for coverage, then convert that groundwork into a high-impact launch moment.

Award-winning industry seeding: Generated pre-launch momentum at the Outdoor Market Alliance Media Show, earning a Best in Show award from GearJunkie and an early roundup feature in Treeline Review.

Immersive media activation: Hosted tier-one gear editors (Outside, GearJunkie, Powder, Ski Magazine) at an immersive field testing event in Chamonix alongside elite big mountain ski athlete Vivian Bruchez, securing high-impact reviews and long-form coverage.

Targeted PR & product placement: Executed strategic seeding across endemic and lifestyle outlets, securing coverage in publications ranging from Backcountry Magazine to Travel + Leisure.

Coordinated drop date: Drove maximum launch-day impact through an embargoed press strategy, dedicated digital press assets, and personalized outreach to primed media contacts.

Coverage

The results

The strategy delivered a rare combination for a niche, high-price product: broad reach and deep credibility within the exact community that matters most. Beyond the winning press reception, the $1,500 kit completely sold out of its core sizes across every colorway on Mountain Hardwear’s direct-to-consumer site within weeks.

A skier in yellow turning through deep snow among seracsView larger
A climber scrambling up a rock face with skis on their packView larger

In short

What did Sasquatch do for Mountain Hardwear's Mythogen launch?

Sasquatch ran a long-lead, two-phase media relations program for Mountain Hardwear's Mythogen GORE-TEX PRO Jacket and Bib, the brand's $1,500 big-mountain kit: seeding it with ski and outdoor editors months before its fall launch, hosting a field test in Chamonix, then coordinating an embargoed drop. Core sizes sold out on Mountain Hardwear's own site within weeks.

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Frequently asked questions

What is the Mountain Hardwear Mythogen kit?

The Mythogen GORE-TEX PRO Jacket and Bib is Mountain Hardwear’s most technically engineered big-mountain kit and, at $1,500, its most expensive. It launched in the fall, backed by a two-phase media relations program from Sasquatch.

Why did the Mythogen launch start months before the kit went on sale?

Mountain Hardwear needed genuine credibility with ski and outdoor editors, a notoriously discerning audience, before it asked them for coverage. Sasquatch built that trust with top-tier endemic press months ahead of its fall launch, then turned it into a launch moment designed for confident, early sell-through on day one.

How did the Mythogen kit build momentum before launch?

Sasquatch seeded the kit with editors at the Outdoor Market Alliance Media Show, where it earned a Best in Show award from GearJunkie and an early roundup feature in Treeline Review. That recognition came before the kit went on sale.

What happened at the Mythogen field test in Chamonix?

Sasquatch hosted tier-one gear editors from Outside, GearJunkie, Powder, and Ski Magazine at an immersive field testing event in Chamonix, alongside elite big-mountain ski athlete Vivian Bruchez. The event secured high-impact reviews and long-form coverage of the kit.

Which outlets covered the Mythogen launch?

Coverage ran across endemic ski and outdoor titles and lifestyle publications, including Outside, GearJunkie, Powder, Ski, The Ski Journal, Freeskier, Treeline Review, Backcountry Magazine, and Travel + Leisure. Sasquatch reached them through targeted seeding and product placement, the Chamonix event, and an embargoed launch-day strategy.

How was the Mythogen launch day coordinated?

Sasquatch ran an embargoed press strategy to concentrate coverage on launch day. Media contacts already primed by the seeding and the Chamonix event received dedicated digital press assets and personalized outreach ahead of the drop.

What were the results of the Mythogen launch?

The $1,500 kit sold out of its core sizes across every colorway on Mountain Hardwear’s direct-to-consumer site within weeks of launch. The program gave a niche, high-price product broad reach and deep credibility within the ski and outdoor community.

Which services did Sasquatch provide for the Mythogen launch?

Sasquatch delivered the launch through its public relations practice, covering media relations, reputation management, content and communication, and event and stakeholder management. The work ran from pre-launch seeding at the Outdoor Market Alliance Media Show through the Chamonix field test to the embargoed launch.

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