New Element partners with Annelie Pompe
In May 2011, New Element announced support for Annelie Pompe’s expeditions through its Devold and Exped brands as she climbed Mount Everest.
In May 2011, New Element announced a partnership with Annelie Pompe, who was then climbing Mount Everest. Pompe would use clothing and equipment from Devold and Exped on her expeditions.
“We are very happy and proud to begin working with Annelie Pompe,” said New Element CEO Ola Gräsberg. “Her use of products from two of our brands shows that our focus on high quality and function is the right one.”
Pompe’s DeepEverest project involved two record ambitions: to become the first Swedish woman to climb Mount Everest without supplemental oxygen, then set a freediving world record of 161 meters on a single breath. Her equipment included Devold merino base layers and a wool thermal jacket, plus Exped tents, backpacks, sleeping mats, poles and down boots.
“Devold and Exped are two quality brands I am very much looking forward to using,” Pompe wrote in an email to New Element on May 7, 2011. “Excellent quality and function make me look forward to the coming expeditions. Staying warm next to the skin, sleeping well and carrying equipment comfortably are some of the keys to a successful expedition. I am currently at an advanced base camp at 7,000 meters after a first trip on the mountain with a snowstorm, icy winds and temperatures down to −25°C. Devold and Exped are working very well.”
Readers could follow her progress on the expedition blog, www.deepeverest.se.
