Advanced Project
Introduction
TECHNICAL APPAREL · PERFORMANCE · SUSTAINABILITY
“We didn’t want just another outdoor-only PR agency.” – Trent Bush, Founder and CEO. ARTILECT partnered with ECHOS to launch a brand with a bold vision: disrupting the technical apparel market through a systems-based approach, cutting-edge material science, and a dual mandate of elite performance and radical sustainability.
Services provided
– Global PR Agency of Record (North America & Global Lead)
– GTM Communications Strategy & Positioning
– Social Engagement & Influencer Seeding
– Content Strategy & Custom Publishing (Culturelines)
– Event Production & Media Experiences
The Challenge
As a new entrant in a crowded category dominated by heritage brands, ARTILECT needed to establish immediate credibility. The goal was to launch the brand globally, highlighting proprietary technologies and a strict zero-PFAS policy, while positioning ARTILECT as a premium, future-leaning alternative to traditional technical gear.
Approach
With less than a year to consumer launch, we developed a comprehensive “GTM” strategy centered on high-concept storytelling and massive product immersion. We launched Culturelines, a high-end print magazine and digital platform designed to communicate ARTILECT’s values and vision directly to the industry.
To build tangible hype, we executed a strategic seeding program across North America, distributing custom-curated kits, including technical baselayers, magazines, and brand books—to nearly 400 influential journalists and tastemakers. This established a foundation of “insider” excitement before the first collection ever hit shelves.
Post-launch, we maintained momentum through the SUNRISE / SUNSET Series of media experiences in Denver and relentless media relations. We moved beyond simple product reviews to tell deep-dive stories about ARTILECT’s innovation and sustainability leadership, beating the drum of their zero-PFAS commitment from day one.
Key results
– 500+ Media Stories Placed globally, establishing instant market authority.
– 11 Prestigious Product Awards secured from Outside Buyer’s Guide, Backcountry Magazine, GearLab, and more.
– 7 Immersive Media Experiences held to drive deep brand affinity.
Global Leadership: ECHOS served as the virtual lead agency for ARTILECT’s partners in key international markets.
Brand Foundation: Successfully launched a new brand from zero to a recognized leader in the high-performance “systems” category.
Highlight coverage
– The “Culturelines” Impact: Created a unique brand ecosystem that merged editorial content with product commerce.
– Top-Tier Recognition: Consistent placement and awards in Outside Business Journal and Elevation Outdoors, validating the brand for both trade and consumers.
– Performance Validation: High-praise technical reviews from Believe in the Run and GearLab, focusing on fit, technology, and sustainability.
