Sonnie Trotter, Canadian legend, and 2021 Piolet D’ Or winners Graham Zimmerman and Chris Wright
As captain of the EDELRID athlete team, Tommy had this to say, “In 2016 I went all in with EDELRID. I did so not only because I believe EDELRID stands alone in their product innovation, but more importantly, due to the significant investments they have and continue to make to ensure their supply chains are as sustainable and environmentally conscious as possible. I’ve taken a sort of “vote with your influence” approach in my own life and therefore intentionally choose the brands I support and represent. With Sonnie, Graham, and Chris joining the team, that ethos is now stronger than ever.
Sonnie Trotter’s motivations for joining the EDELRID team also reflect a “vote with your influence” ethos, as he expressed, “EDELRID stands out to me as a company producing incredible products, continually innovating new ones, while all the while being extraordinarily mindful of their impact on the planet and working tirelessly to reduce their footprint. As a lifelong climber, now raising two little climbers myself, it’s imperative that I align with the companies that share a long-term perspective in protecting our playgrounds.” Alpinist Graham Zimmerman, put it this way, “EDELRID and I share a vision for a climbing community and industry that can leverage its strengths to help our broader society progress towards a future in which we have a balance between people’s needs and a healthy planet. For this reason, I am delighted to join the team. Also, I must note that EDELRID’s gear is best in class and a pleasure to use in the mountains.” Chris Wright, IFMGA Guide, summed up his motivations by saying, “Of course the gear is amazing, but it’s the people at EDELRID that made me excited to join the team. There’s so much passion not only for climbing, but also for designing products which let us explore the magical places of the world while preserving them for future generations by focusing on sustainability. That makes the EDELRID family something I’m proud to be a part of.”
All EDELRID’s athletes, like Tommy, care not only about the products a company makes but also about how that company is using the influence they generate for the company and the profits they make. EDELRID believes more and more that consumers also are beginning to think this way and like EDELRID athletes, support the brand due to their environmentally friendly(er) manufacturing practices. Blair Williams, EDELRID North America’s Vice President, stated, “Edelrid is one of those brands that evokes the saying “If you know, you know”. Our customers are fanatical about the brand and yes, they tend to be core climbers and “gear heads”, but also the type of consumer who cares about the after sell and what brands do with the profits they earn from them. Tommy Caldwell has played a huge part in our North American efforts to ensure that our athletes and corporate structure align with this vote with your dollar concept. The most powerful aspect about this concept is that anyone, from this perspective, can join the EDELRID team by voting with their dollar to support and help further EDELRID’s sustainability goals.