Not only did Momentum introduce Icebreaker North America, but we also worked with the company to introduce a new base layer category – 100% Merino wool. Without running a single paid advertisement in nearly seven years, Momentum is credited with “putting the brand on the map in the US market,” according to Icebreaker founder Jeremy Moon, and did so with premium positioning and sell-through success, year after year. 

Momentum also positioned Jeremy Moon as the industry thought-leader when it came to the emerging merino wool category. We were charged with garnering coverage in business, trade and mainstream media, while successfully elevating the brand and educating consumers about Merino as a luxurious, performance next-to-skin base layer.