From Arctic To Asphalt: Canada Goose Makes It In Hollywood
Billionaire Dani Reiss took over his family’s coat business nearly 20 years ago, when he renamed the brand Canada Goose. He took the brand upmarket, boosting the price of his down coats to $1,000 and targeting wealthy city dwellers in cold climates with a heavy dose of influencer marketing—before the concept even existed.
Film crews had been wearing Canada Goose since his dad’s tenure, and the coats had appeared on camera in 2004, worn by Dennis Quaid in 'The Day After Tomorrow' and Nicolas Cage in 'National Treasure.' In 2012, Reiss began sponsoring film festivals like Sundance, the Berlin International Film Festival and the Toronto International Film Festival and gave out coats to hundreds of filmmakers and festival attendees.The parkas, with their distinctive red-white-and-blue emblems of an “inverted” map of the North Pole, began appearing in paparazzo photographs of celebrities.A year later, Kate Upton graced Sports Illustrated’s cover in a Canada Goose—and little else.
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