Guerrilla marketing?

Back in the early days we didn’t have a lot of dollars to invest in marketing so we would make sure that in cities around the world that the coldest people out there were wearing our stuff. When Sports Illustrated did their first-ever fashion photo shoot in Antarctica in 2013, it resulted in Kate Upton getting our jacket on the cover. We didn’t know that would happen, but we knew we worked with the photographers and they wanted our products.