In 2012, Mammut will be 150 years old. The Swiss brand will celebrate this occasion with outdoor enthusiasts on the most beautiful peaks on Earth. Between August 2011 and August 2012, 150 teams will climb 150 peaks around the world. Having successfully launched the anniversary activities by giving away 150 Mammut presents of the past 150 years, Mammut is now kicking off the next phase: the recruitment for the ultimate test event or simply the largest peak project ever with 150 summit ascents worldwide.
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The recruitment of the peak teams
During the recruitment phase, ambitious climbers can apply to become a team leader by founding a virtual 3D mountain. Once the mountain has been created on the Mammut website (www.mammut.ch/peakproject), the mountain founders can start looking for supporters amongst friends and the community; the photos of the supporters will be used to grow the mountain to dizzy heights. The higher the mountain, the higher the chance to enter the next phase! Depending on the country and allocated peaks, a number of successful mountain founders with the highest mountains will be invited to join the team formation phase.
Each team leader can put together a team of 2-6 people. The teams will then undergo scrutiny by a jury. Whoever gets passed this last hurdle is one of the lucky ones to take part in one of the 150 anniversary tours in the largest peak project ever. Mammut will provide all mountain climbers with high quality equipment and also an IFMGA-certified mountain guide – to ensure that the 150 teams share a memorable experience.
Roped together in solidarity
Maximum product quality is especially important in the mountains. But there are also other aspects apart from the equipment that play a similarly important role. They include reliable rope teams, team spirit and solidarity. Especially during its anniversary this solidarity is very important to Mammut. Mammut is therefore stepping up its already existing involvement with the International Federation of Mountain Guides Associations (IFMGA) and entering into a partnership. Mountain guides from emerging countries such as Kyrgyzstan and Peru will thus receive sound training and modern equipment.
In the beginning was the rope
The roots of the now highly acclaimed and successful Mammut Sports Group AG are in a small family business that was founded in 1862 by the young, skilled rope-maker Kaspar Tanner. Over the last 150 years, the small rope-making business in Dintikon that primarily produced ropes for agriculture use has become an international corporation with innovative products for all alpine and outdoor sports enthusiasts. In terms of safety, the products set new standards in climbing and mountaineering.
Mammut Sports Group now generates 70% of its sales abroad and over the last twelve
years has increased its total revenue from 25 million francs to 215.3 million francs (2009).
Approx. 50% of its sales are attributable to clothing, but an important segment are also
climbing ropes, an area in which Mammut, together with one other competitor, is the global
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