Mountain Equipment Co-op (MEC) has signed Canadian Olympic legend Clara Hughes to be a brand ambassador for the outdoorsy outfitter in Quebec.
Hughes has been tasked with a MEC program to get residents in la belle province more active, more often.
“Adventures can be lived anywhere: in the great outdoors, in an urban environment or in your neighbourhood, on weekends or on weekdays,” Hughes, who competed on the world stage for 23 years as a cyclist and a speed skater, said in a release.
And while Hughes has retired from the rigours of competition, she said staying active and healthy remains a key focus in her life.
“Joy is the starting point with which to live each experience thoroughly. What attracts me to MEC, is the desire to explore and try new outdoor activities with its members,” said Hughes, a six-time medalist who competed in both the Summer and Winter Games.
Recently, Hughes has also worked with Bell to raise awareness for mental health issues in Canada with the “Let’s Talk” campaign.
MEC said Hughes’ work and image mesh well with the company’s brand.
“It is an honour to have someone of Clara’s stature share her vision of what an active lifestyle is with our members. Her lifestyle, her philosophy and her actions will enable MEC to enhance its presence and to inspire more people to (have fun) outdoors,” said Noemi G. Labelle, director of marketing and communications for the Quebec wing of MEC, in a release.
Since 2011, MEC has partnered with several athletes to push the company’s active lifestyle and values, including runner Jim Willet, mountain cyclist Paul Stevens, climber Sarah Hart and adventurer Bruce Kirkby. However, Hughes is the company’s most high-profile spokesperson to date.
The company states, “our ambassadors are aficionados of the outdoor sports we promote. They pioneer and innovate, working to establish new benchmarks in their chosen fields.”
Hughes will appearing at MEC locations in Quebec for special events in the coming months.
