Icebreaker Clothing Rises Above Nike, Columbia and Adidas with Employee Evangelism

Living in Portland, Oregon, the land of sporting good companies like Nike, Columbia, and Adidas USA, it's easy to become jaded when it comes to new athletic apparel. That's why I was suprised when I visited the first US retail outlet of Icebreaker, a New Zealand-based manufacturer of clothing made out of 100% merino wool, in Portland's trendy Pearl District.

I really like the modern yet warm aesthetic of the store and the products impressed me for their attractive and practical cuts. The colors were vibrant but not garish. The price tags like a $68 t-shirt made me gasp. What could justify such a high price on a rather ordinary looking albeit amazingly comfortable garment?

The hang tags explained why merino wool is the ideal fabric for keeping cool in warm weather and warm and cold weather. But, I was still unconvinced. Assistant Store Manager Katie Schleining approached me with a smile and asked whether I had ever heard about Icebreaker. When I told her "no," I swear that I saw a twinkle in her eye as she described how much she loved wearing the product. Her enthuisiasm seemed completely genuine. When I asked her questions about the product, she answered my questions completely. Without denigrating her competition, she focused on the uniquea attributes of Icebreaker such as the ability to wear it multiple times without bad smells developing.

Although I had never heard about Icebreaker before entering the store, I left knowing that I would buy the product soley because I wanted to see why Katie was so excited about, and it has been years since I've seen a retail employee so excited about the products she's selling. That alone is a great reason to buy and a clear example of the power of an employee who is a true company evangelist.