Pink Lady trademark manger Coregeo is investing in a high-profile extreme sports sponsorship to raise awareness of the premium apple.
The Pink Lady PoleCats Polar Challenge involves three young women trekking 360 miles from Canada to the North Magnetic Pole in the Polar Challenge race.
Sam Eve, Tori James and Felicity Aston will set out on April 22 along with 18 other team of three people to pit their wits against arctic winds and polar bears.
The Pink Lady PoleCats are the only all-female team to enter the challenge and hope to be the first all-women group to complete it.
They will have to haul sledges weighing more than their body-weight over constantly shifting sea ice.
All three have spent the last nine months in hard training at sub-zero temperatures eating a low glycemic-index diet including large quantities of apples.
The women will all wear kit bearing the Pink Lady logo and will meet numerous media commitments. They will raise money for Breakthrough Breast Cancer and The British Schools Exploring Society where Eve and James both work. Aston has extensive polar experience having spent three years on location for the British Antarctic Survey.
Coregeo md Andy Macdonald said: “It would be difficult to find a group of more committed and inspiration young women to become ambassadors for the Pink Lady brand…The sponsorship will raise brand awareness among a wide target audience, in particular women and teenagers through media publicity and a series of educational talks after the race is over in mid-May.”
Fitness and endurance sponsorship has already worked very well for Pink Lady, for example the Pink Lady Atlantic First sponsorship last year, earned unprecedented media coverage for the apple.
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