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One of the best thing that's ever happened to Canadian outerwear company Canada Goose occurred in 2012, when Kate Upton wore a Canada Goose jacket on top of a bikini for Sports Illustrated's 2013 Swimsuit Issue cover. AdWeek traces the brand's recent explosion in popularity to that moment back in Antartica, with Upton wearing a $595 Chilliwack Bomber jacket as she posed next to penguins.
Another key marketing moment for Canada Goose back in 2012, when the company sponsored Sundance Film Festival and handed out coats to celebs. The 58-year-old brand capitalized on their popularity and opened a US headquarters in Denver in 2013.