- Canada Goose is enlisting model and actress Kate Upton as its newest brand ambassador, which the outerwear company calls "Goose Person," according to a press release shared with Marketing Dive.
- As a Goose Person, Upton will star in the brand's spring 2020 campaign. The marketing initiative includes a short documentary, "Bare Existence," about partner and nonprofit Polar Bears International (PBI) that promotes conservation for the Arctic. Upton has partnered with PBI since 2018 and joins current Goose People including adventure athletes, mountaineers and activists.
- The new product line features a seasonal expansion of the PBI collection with raincoats, windbreakers and lightweight down. For each jacket sold, Canada Goose will donate $50 to PBI. The brand has generated $3.5 million for the nonprofit in past sales.
Canada Goose has been the go-to winter gear for celebrities for years, but the brand has come under fire from animal rights activists for producing coats that harm geese and foxes. The Toronto-based company has said its animals are ethically sourced, but faced an investigation by the Federal Trade Commission in 2019 over allegations of false advertising. The partnership with PBI and new brand ambassador Kate Upton illustrate that Canada Goose is working to rewrite the narrative around its brand by aligning with conservation-focused programs.
By tapping a well-known actress who is already associated with the nonprofit and has demonstrated a commitment to conservation efforts, Canada Goose can help reshape its story in consumers' minds and become known as a brand that supports progressive causes. Upton has previously done charitable work including hosting dog adoption events for vets, and she runs Strong4Me, a fitness app focused on female empowerment, per Vogue.
Upton first wore the outerwear brand in Antarctica's first fashion photo shoot for Sports Illustrated's Swimsuit Edition in 2013 and has previously sported the company's gear in her work with PBI. For Canada Goose, Upton could be a good fit among the characteristics like celebrity recognition, authenticity, trustworthiness and brand match that make for a strong brand ambassadorship.