Canada Goose has become the Protective Gear Partner of “True Wind,” a documentary series that will follow Ewan McGregor and his childhood friend, Eric Strickland, on an unsupported transatlantic sailing expedition. David Alexanian is directing.
Working alongside them, Canada Goose curated an integrated protective gear system designed to perform in whatever conditions the Atlantic serves up.
The partnership takes Canada Goose’s heritage of protecting people in the harshest conditions, from bitter cold to wind and rain, out to sea. Featured in the documentary is the Sea Mantra, engineered over six years specifically for extreme wet weather environments. They are wearing the Horizon Rain Jacket, as well as testing other yet to be released Canada Goose product.
“Canada Goose is built on the belief that the right protection gives people the freedom to go further,” said Carrie Baker, the company’s president, brand and commercial. “For nearly seven decades, we’ve learned from some of the most demanding environments on earth, and ‘True Wind’ gives us the opportunity to put that expertise to the test on an extraordinary journey. The open Atlantic Ocean presents a different kind of extreme — relentless, unpredictable and constantly changing — and that is exactly where Canada Goose belongs.
McGregor, the 55-year-old Scottish actor and filmmaker, said: “I always thought that being on a small boat in the middle of a huge ocean must be very close to experiencing real adventure, at a time when adventure is harder and harder to find. I’ve never been far offshore before, and my friends and I will have to be self-sufficient and ready to cope with whatever the weather, the sea and the boat throw our way. The extreme measures Canada Goose goes through to test and perfect their gear is extraordinary and we are lucky and happy to be wearing it. We’re so excited to team up for this journey. See you in Brazil.”
McGregor has won a Golden Globe and a Primetime Emmy and, in 2013, was appointed Officer of the Order of the British Empire for his service to drama and charity.
Eric Strickland and Ewan McGregor
David Alexanian, courtesy of Canada Goose
McGregor and Strickland departed Oban, Scotland, at the end of August and are set to arrive in Brazil later this fall. “True Wind,” produced in partnership with Elixir Films and Lief Entertainment Co., will document their journey across the Atlantic. The partnership marks the first chapter of a broader story with more from the expedition to be revealed in the months ahead. Further details, including product and programming, will be revealed at a later date.
Canada Goose increased revenues and reduced losses last quarter, a sign the company’s multiyear drive to widen its luxury assortment and tighten cost controls is working.
For the first quarter ended June 28, Canada Goose’s total revenue increased 10.3 percent to 118.9 million Canadian dollars from 107.8 million Canadian dollars, up 8.6 percent on a constant currency basis.
In revealing their first-quarter results, Dani Reiss, chief executive officer told WWD: “Apparel, rainwear and windwear have started to see great traction more recently. These categories represented nearly 40 percent of our revenues last quarter, as much as the entire company generated eight years ago in the quarter. Five years ago, those categories represented just 5 percent of the business. By last year, they had grown to 15 percent of annual revenue and they continue to expand. Diversity has been successful, and it’s been without losing sight of who we are, our DNA, and growing the core,” which is outerwear. Rainwear was introduced in 2015, knitwear in 2017, and windwear in 2020.
