May 31, 2024
Helly Hansen Spring/Summer ’24 Campaign Shows American Magic Has What It Takes to Win the 37th America’s Cup
OSLO, NORWAY (May 2024) — Since 1877, Helly Hansen has been the brand trusted by professionals to provide protective, performance-driven gear for the unpredictable and demanding conditions on the seas. This spring/summer ’24, the brand’s global sailing campaign, What It Takes, highlights professional sailing team American Magic in their pursuit to win back the Auld Mug at the Louis Vuitton 37th America’s Cup competition.
To compete for the oldest international sporting trophy takes complete commitment of the professionals, as we learn in a short film following American Magic teammates. Resilience and dedication to making incremental improvements each day is vital. “It’s a big, daunting task,” explains Tom Burnham, Head Coach for American Magic. “And it’s exciting to be a small part of the big project…there’s a lot of energy and effort and emotion that gets brought into all the jobs and everybody wants to work to such a high standard on a daily basis.
The team faced one of the most challenging experiences of the sport, capsizing and nearly sinking their AC75 during a 2021 qualifying race. “To be resilient to those moments and saying, ‘OK I’m going to get up and do it again tomorrow’, that’s what makes or breaks a professional in this game,” explains Andrew Campbell, Flight Controller for American Magic. “This team is a strong team, and we have a good chance, but that’s all that we can give ourselves is the chance to show up and get to that start line and race against these other squads.”
“With the ‘What It Takes’ campaign our aim was to highlight professionals that truly push themselves to the limit to achieve their goals,” says Joumana Løvstad, Chief Marketing Officer at Helly Hansen. “Developing products that allow the sailors to perform their best has been no small feat, and their passion continues to inspire our design team. We have no doubt American Magic has what it takes to win the America’s Cup and look forward to cheering them on in the upcoming regattas.”
American Magic will compete in the upcoming regattas taking place in Barcelona, Spain, which will determine the Challenger who will compete against the Defender in the Louis Vuitton 37th America’s Cup Match in October. To follow American Magic’s journey or to learn more about the campaign, visit www.hellyhansen.com.
Credits
Production Company: &Friends Director: Arno Stols
Executive Producer: Tom Maberly Producer: Lucy Anderson
Post Production Company: &Friends Editor: Thijs Rigterink
Assistant Editor: Khaliq Arif
Grade: Mike Keelin
Sound design: Thijs Rigterink and Alexander Wells
Creative Directors: Sam Haynes & John Gibson
Creatives: Chaz Mather & Lucy Jones / Flora German & Shivani Patel Head of Strategy: Asad Shaykh
Senior Strategist: Sara Barqawi
Managing Partner: Mark Rees-Weeden
Business Director: Sophie Osaer
Account Director: Rachel Jeffery / Anna Deane
Account Manager: Hugo Soer
About Helly Hansen
Founded in Norway in 1877, Helly Hansen continues to develop professional grade apparel that helps people stay and feel alive. Through insights drawn from living and working in the world’s harshest environments, the company has developed a long list of first-to-market innovations, including the first supple waterproof fabrics more than 140 years ago. Other breakthroughs include the first fleece fabrics in the 1960s, the first technical base layers in the 1970s, made with LIFA® Stay Dry technology, the patented H2Flow temperature regulating system, and the revolutionary lighter, warmer LIFALOFT insulation. Building on Helly Hansen’s proprietary HELLY TECH® waterproof/breathable system, the technical outdoor brand has most recently introduced the award-winning LIFA INFINITY PRO – the company’s most innovative waterproof/breathable technology to date.
Helly Hansen is a leader in technical sailing and performance ski apparel, as well as premium workwear. Its uniforms are worn and trusted by more than 55,000 professionals and can be found on Olympians, National Teams, and at more than 200 ski resorts and mountain guiding operations globally.
Helly Hansen’s outerwear, base layers, sportswear and footwear are sold in more than 40 countries around the world and the company is owned by Canadian Tire Corporation (CTC). To learn more about Helly Hansen’s latest collections, visit www.hellyhansen.com.
About the Author
Marc Williams
Amongst many other things in life Marc is an avid skier and sailor. As a former ski racer he likes to go fast and make big turns on hard snow. He is also the skipper of Run for the Roses, @sailingthepacificnw. When not on the water or in the mountains Marc owns and operates Williams Helde Marketing Communications. As a second generation owner, Marc has maintained the focus of the firm on Active, Healthy Lifestyles. Marc graduated from Western Washington University with degrees in Design and Illustration. He lives in Seattle, with two well above average kids, an amazing wife and three dogs.