Trango, a manufacturer and distributor of technical climbing equipment, has unified its organization and suite of climbing products under a single, company name – Trango. The move integrates the eGrips climbing hold brand under the Trango name and is designed to communicate the company’s commitment to delivering innovative climbing equipment to the world’s growing population of sport, trad, gym, bouldering, and alpine climbers.
“Our objective is to create consistent brand awareness and implement our vision of creating innovative products that climbers trust. We are applying this to all disciplines within the business,” said Chris Klinke, president of Trango. “We believe this direction will help to build long-term equity for the Trango brand and enable us to compete more aggressively in the marketplace. Unification simplifies our “Be a Climber” message, enabling us to serve our growing community more effectively, while also furthering our mission of helping climbers push the boundaries of their potential.”
As part of the branding effort, Trango announced the appointment of several additions to its team, having initiated Ty Foose as its Director of Product. Foose was one of the original founders of eGrips, which was acquired by Trango in 2002. Foose brings extensive experience that will be vital as the brand innovates and expands on all Trango product ranges.
Keith Patterson also has been appointed Vice President of Trango, having been instrumental in leading the sales efforts across both eGrips and Trango for the past four years. Patterson’s energy has been key in driving double-digit growth throughout his tenure. Foose and Patterson continue to expand the capacities of the Trango team, adding staff to meet future needs.
By bringing together the resources and expertise of eGrips under the Trango umbrella, the company will be able to expand access and value for all its customers. As a result, customers can expect greater access to innovation and more state-of-the-art products and giving every climber an increased competitive advantage. Looking forward, Trango seeks to continue its emphasis on indoor and facility-based operations while innovating its outdoor categories.
The unified Trango brand is accompanied by a new visual identity and website. The stylized icon of the legendary Trango Towers forms the core of its visual brand association. Offering some of the most challenging climbing in the world, the Trango icon is an acknowledgement of the companies’ shared history and a commitment to the climbing community.
