PrimaLoft, Inc. appoints Canoe to handle PR in the UK

PrimaLoft, Inc, an innovation company specializing in high-performance, sustainable insulation, has appointed specialist communications agency Canoe to manage its public relations strategy in the UK. This strategic partnership aims to elevate brand visibility, spark curiosity, and reinforce PrimaLoft’s position as the innovation leader in insulation technology across key UK markets.

With a 40-year heritage in advanced material science, PrimaLoft is trusted by leading global brands to deliver lightweight, breathable, durable, and thermally efficient insulation solutions. The company’s Relentlessly Responsible™ philosophy underpins its innovation pipeline, pushing the boundaries of performance while reducing environmental impact.

“The Canoe team presented a unique perspective for the future of our brand that aligns with our values and our innovation core,” said Shana Getchell, SVP Global Brand Building at PrimaLoft. “Their deep expertise in outdoor, sport and lifestyle, combined with a strong understanding of our ‘why,’ makes Canoe an ideal partner to confidently tell our story in these key markets.”

The appointment will see Canoe drive trade and consumer communications, creating a dynamic brand presence through earned media, strategic storytelling, and cultural engagement. The agency will also support initiatives that highlight PrimaLoftas an innovation-first ingredient brand, working with more than 1,000 partners worldwide.

“We’re thrilled to be working with a brand that stands for both peak performance and environmental responsibility,” said Chris Carr, Managing Director at Canoe. “PrimaLoft is more than an ingredient brand—it’s a movement toward a more responsible future. We look forward to helping them own the cultural conversation and strengthen category leadership here in the UK.”

As an innovation company at heart, PrimaLoft, Inc. continues to pursue the limits of material science to unleash the full potential of people, product and planet—together in harmony.

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