Man vs. Wild star Bear Grylls brandishes a Portland knife


Discovery Channel’s “Man vs. Wild” star Bear Grylls is the new face of Gerber Legendary Blades, a Portland knife company.

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Discovery Channel’s “Man vs. Wild” star Bear Grylls is the new face of Gerber Legendary Blades, a Portland knife company.

Marketing coup or savvy partnership? Time will tell.

Grylls began using a Gerber knife on the program this spring. And this fall, Gerber is launching the Grylls-endorsed “Survival Series” of products, including knives, survival kits, even a machete.

It’s a marketing and strategic departure for the longtime Portland knife maker, more accustomed to a conservative approach aimed at higher-end buyers. But with the “Survival Series,” the company is gambling that Grylls will be able to reach out to a previously untapped sea of mass-market consumers.

“It’s a big new step for us,” said Corey Maynard, Gerber’s marketing director.

Read more at OregonLive.com.

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