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Musto appoints Mallory Group on international PR brief

by Emily Caroe 24 May 2019 11:44 BST
British Sailing Team's Hannah Mills & Eilidh McIntyre © Lloyd Images

Global performance apparel brand Musto has appointed London-based Mallory Group for an international PR brief following a competitive pitch. The heritage brand engineers cutting-edge performance wear and is the world's leading sailing brand and a British leader in shooting and equestrian sports.

Mallory Group's brief includes international PR in both established and growth markets with a particular focus on the UK, France and the USA; brand positioning; new and existing audience outreach; and ambassador and event partnership management.

Musto was founded by Keith Musto after he competed in Tokyo at the 1964 Olympics where he won a silver medal however felt his performance could have been bettered if he had worn more suitable clothing. He set out to produce a range of apparel that protected sailors on the outside to allow them to perform at their best on the inside: an ethos that runs through the core of the brand today across both the country and sailing performance categories.

Nick Houchin, who was promoted to Musto Head of Marketing in March 2019 commented, "This is an important time for Musto as we continue to drive the growth of the brand in both the sailing and country categories in the UK and overseas. Mallory Group impressed us with their expert knowledge of these performance sports, their approach to creative activation and their ability to deliver experts on the ground in our key territories around the world."

Emily Caroe, Director Mallory Group commented, "It's an exciting time to be working with Musto, particularly in the build-up to Tokyo 2020 thanks to the brand's relationship with the British Sailing Team and Equestrian Team GBR here in the UK. Our role is wide-ranging and the team will be working closely with Musto's ambassadors including Zara Tindall, William Fox-Pitt and Harry Meade and with sailing partnerships including the Clipper Round the World Race which sets off this September and the Stars and Stripes America's Cup team from the USA. We will lead the creative strategy and media relations from our London office supported by our global network of associates in Musto's key territories."

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