Brenda O’Farrell
Investing.com – One day after Groundhog’s Day, shares of Canada Goose Holdings Inc (TSX:GOOS) were the best performers on the S&P/TSX Composite on Monday, up more than 5% in early trading after the company announced it has signed American model Kate Upton as a brand ambassador.
The 27-year-old model first appeared in the Sports Illustrated Swimsuit Issue in 2011, and was featured on the cover in 2012, 2013 and 2017. On Monday, she was named Canada Goose’s newest Goose Person.
Upton first publicly donned the Canadian manufacturer’s luxury outerwear in 2013 when she wore a white Chilliwack Bomber jacket during the Sports Illustrated Swimsuit Edition’s photo shoot in Antarctica – the first time a fashion photo session was ever staged in the ice-covered continent.
Upton rekindled her association with the Canadian brand in 2018, when she became an ambassador for Polar Bears International, an international non-profit promoting the protection of the polar bear species and fostering awareness of how the bears are being threatened by climate change. Canada Goose has had a decade-long partnership with the group. Part of the partnership is an agreement that for each jacket Canada Goose sells from its PBI (Polar Bears International) line, $50 will be donated to PBI to support its efforts to decrease greenhouse gas emissions.
Shares of Canada Goose have been trading down since hitting an all-time high in November 2018. In the last year they have lost just over 42%. The company is scheduled to report its next earnings on Feb. 13.