NKPR has been named PR agency of record for outdoor retailer MEC, following a competitive review.

The shop will lead a comprehensive communications plan including media relations, influencer outreach, strategic partnerships and store opening and community events.

MEC, which previously worked with Media Profile, currently has 18 stores across Canada, offering outdoor gear and apparel. With a co-op model, it’s also a hub for Canadians who engage in running, hiking, travel, climbing, camping, winter sports and other similar activities. The chain holds events such as gear swaps, how-to workshops and races.

The brand recently opened a store in Kelowna, B.C. and is planning additional new locations this year in Edmonton, Laval, Que. and Toronto.

Last week, NKPR announced it had been named the North American agency of record for British jewellery brand Links of London. 

With offices in Toronto and New York, the agency’s retail client roster also includes Saje Natural Wellness and David’s Tea, among others.

Featured image via MEC