18(a) Describe the mission/purpose of your proposed gTLD
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Build the best product, do no unnecessary harm, use business to inspire and implement solutions to the environmental crisis. - Patagonia, Inc.ʹs Mission Statement.
Patagonia, Inc. (ʺPatagoniaʺ) grew out of a small company that made tools for climbers. Today, we make high-quality clothing for climbing, surfing, fly fishing and general outdoor use, as well as wetsuits and surfboards. Our focus on excellence of product, and our loyal customer base, have made us the premier supplier of specialty outdoor clothing in the United States and a leader worldwide. Our love of wild places pushes us to help reverse the decline in the health of the planet. As a result, in addition to our dedication to making the best products possible, Patagonia donates its time, services, and at least 1% of its sales (over USD 45 million to date) to hundreds of grassroots environmental groups all over the world who work to help reverse the tide. This dedication is built into our corporate charter: in 2012, Patagonia became Californiaʹs first benefit corporation, embracing a social and environmental mission far broader than the pursuit of shareholder value alone.
Patagoniaʹs Internet presence is broad and extends far beyond e-commerce. Through our principal website, which is associated with the patagonia.com domain name, we currently sell Patagonia(r) products directly to customers in over 30 countries. In the past two years, our patagonia.com website has received more than 35 million unique visitors. Our website aims to raise environmental awareness and encourage consumer action on a range of environmental issues through programs like the Common Threads Initiative and Our Common Waters, and to provide our customers with information about our factories and our key suppliers and their practices through our Footprint Chronicles microsite. We also use our website as a media portal, giving consumers access to videos highlighting a range of outdoor travel destinations and promoting our own feature films as well as titles from Patagonia Books. Our The Cleanest Line weblog seeks to promote dialogue with our customers about the products we build, the sports we love, and the environmental issues weʹre concerned about.
Patagonia, our company name and brand, has the rare distinction of being pronounceable in every language. We have invested significant resources in protecting our Patagonia(r) mark. We own hundreds of trademark registrations for the Patagonia mark in nearly half the countries in the world. In addition, we have registered more than 200 second-level domain names that contain or consist of our Patagonia mark, although the vast majority are defensive registrations against cybersquatting.
Mission and Purpose of gTLD
The mission of the .patagonia registry is to provide the general public, the outdoor industry, and potential as well as existing consumers of our products and services with an authenticated and more secure experience, to protect our Patagonia brand, and to promote our company.
We anticipate that consumers will come to recognize and rely upon the .patagonia TLD as an indication of authenticity that the .patagonia website they locate and interact with is associated with and created by us - the Patagonia brand that they know and trust. We look forward to the opportunity to use a .patagonia TLD to further enhance consumersʹ trust in their online interactions with us and to strengthen their positive associations with our Patagonia brand.
We continue to evaluate the potential opportunities that a .patagonia TLD has for enhancing and improving our consumersʹ online interaction with us, our ability to build the best product, and our efforts to use business to inspire and implement solutions to the environmental crisis.
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