As part of a new partnership, apparel and outdoor gear retailer L.L.Bean will become the official outfitter for The Weather Channel.
Members of the network’s “Severe Weather Team,” who are assigned to report on some of the nation’s worst and most-extreme weather conditions, will wear L.L. Bean outerwear in the field.
The partnership also involves a multi-platform integrated deal in which co-branded spots will air on the network and its Web site, Weather.com (www.weather.com).
“It is important to the growth of our company to be able to reach out and align with brands that are strong and share our values,” TWC executive vice president Wonya Lucas said in a statement. “We’re excited about being associated with the definitive authority in outerwear. “We know that our viewers will be as well.”
News of the pact is expected to be announced tomorrow at an L.L. Bean event at the Outdoor Retailers Show in Salt Lake City.