The alignment follows a competitive pitch that included incumbent Kgplus and Nongshim Communication. The agency is expected to help the brand achieve differentiation from its competitors, which include The North Face, Columbia Sportswear, K2, Kolon Sport and Black Yak.
The RedFace has been active since 1966, when it started manufacturing rock-climbing boots. It branched out to include outdoor apparel in its product portfolio in 2000.
The company operates an exclusive import and sales contract with Salomon, another major outdoor products company, in Korea. Outdoor apparel is a major business in the country. In 2010, the market was valued at more than US$2.5 billion.
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