At just 2 years of age, toddler Sonny Reed has become the youngest outdoor brand ambassador, as premium outdoor children’s clothing and accessories brand, Isbjörn of Sweden, appoints Sonny to represent its range of durable and sustainable products for kids of all ages.
Sonny is already inspiring many families and their children to get into the outdoors and experience nature, as he enjoys fun adventures with his dad, Oli Reed, who runs the popular blog The Outdoor Dad. Sonny and his parents have been enjoying the great outdoors together since his birth, sharing regular updates on Oli’s blog and social media platforms, where they continue to establish quite a following.
As Isbjörn of Sweden continues to grow in the UK outdoor market, the brand was looking for an ambassador to represent the company’s ethos of encouraging children to enjoy the outdoors while remaining warm, dry and safe all year round. Sonny had already tried out a few items from Isbjörn, receiving positive reactions on social media.
As the weather turns a little chillier, Sonny will now be wearing Isbjörn of Sweden’s latest bluesign® product approved AW18/19 range, including the five-times award winning Penguin Snowsuit, stylish Cyclone Hardshell Parka and Frost Jacket, which is one of the first products to include PrimaLoft’s first 100% PCR recycled insulation.
Maria Frykman Forsberg, CEO of Isbjörn of Sweden, commented: “We’ve been eagerly following Sonny’s adventures and watching him grow up in the great outdoors. He has an amazing energy and confidence and is already inspiring other children and their families to enjoy outdoor fun and freedom.”
Maria continued: “It quickly became apparent that Sonny was the perfect ambassador for our brand and everything it stands for. We can’t wait to see him in our new ranges, which mix sustainable style with technical performance, as he grows up in the outdoors and continues his adventures with dad Oli and mum Gemma.”
His dad Oli Reed, who is already active in encouraging more kids to experience the outdoors, commented: “Being a first-time dad, one of the main things I wanted for Sonny was for him to enjoy the freedom of the great outdoors, appreciate what nature has to offer and go on as many adventures as possible. And more than anything, simply to experience as many new things and have as much fun as possible.
"But he has to be protected and to stay safe at the same time, which is why quality outdoor gear is so important. Sonny's been wearing Isbjörn kit since before he could walk and it gives me great reassurance to know he'll be protected in in all weathers, in outdoor clothing and accessories that also protect the planet he plays on.”
Oli also amused: “Sonny also hasn't managed to destroy any Isbjörn gear yet - and trust me this guy destroys almost everything he touches!"
Isbjörn of Sweden was founded in 2005 by Maria Frykman Forsberg and Camilla Schmidt, after they became mothers for the first time and discovered a gap in the market for high quality and comfortable outdoor garments for children. The brand believes that all children are ‘Multisporters by Nature’ and should be allowed enjoy outdoor activities in all weather conditions, while remaining warm, dry and comfortable.
Production of ISBJÖRN of Sweden garments use recycled materials and the company continuously strives to be as environmentally friendly as possible, while still producing long lasting, tough and premium quality garments which emulate adult styles and materials.
The brand is symbolised by the Polar Bear – the toughest animal on the planet.