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Questions answered by Michael Uhl, VP Marketing and Brand Partnerships, Helly Hansen

Norwegian brand Helly Hansen is known around the world and has been active for almost 150 years. The company hasn’t been involved in the It’s Great Out There Coalition for quite that long, but has been a very proactive member since deciding to join in 2021. We’ve collaborated on some exciting and imaginative projects between then and now, and there’s more on the way, starting with Open Mountain Month in June.
Ahead of a busy summer, we caught up with Michael Uhl, Helly Hansen’s Vice President for Marketing and Brand Partnerships.

In this member showcase feature, we will focus on AKU. This iconic Italian family-owned brand is known world-wide for its high quality footwear, and since the early 1990s has helped countless people to explore the outdoors, from the lowlands to the highest mountains. The culture of AKU is rooted in a love of nature, and the company is a proactive Supporting Member of the coalition, working with us to promote participation and the grass roots delivery of Outdoor Activity Days. In fact, AKU was one of the first coalition supporters to organise an event that was supported by #itsgreatoutthere funding, when the company arranged for a group to experience a trek with donkeys in 2016. We caught up with AKU’s marketing manager, Vittorio Forato, to find out more about what drives the brand and its people, and why the partnership with the coalition is important.