Today we have made a bold move into the future. With an obvious next step in our evolution as a globally recognized brand, we will official be leaving our shortened name behind. Effective immediately the company will be rebranded to the easier to spell and pronounce ‘Archaeopteryx.’ The company is soaring to new heights globally and needs a strong brand image to be seen as a leader in the outdoor apparel industry. There are no shortcuts in evolution.” For the full press release and video you can go to our blog… blog.arcteryx.com

This was funny and very well made 🙂