Post by Jonathan Bell

Willy Bogner Jr is a renowned fashion designer and former alpine ski racer. He competed for West Germany at the 1960 Winter Olympics in Squaw Valley in the men's slalom. His Father (Willy Sr.) created the clothing brand under the original name 'Formula W'. After his Olympic career, Willy Jr. worked as a cameraman on several films requiring complex ski footage including several James Bond movies from the 1960s including "On Her Majesty's Secret Service", "The Spy Who Loved Me", "For Your Eyes Only" and "A View to a Kill". He actually played James Bond 007 in three of these movies for skiing routines. Today, his eponymous apparel line has two brands: Bogner (positioned as "World of Athluxury") and Fire+Ice (positioning: "Urban Performance"). #naming #branding cc William Snook Kathy Bachmann Paul Chapuis