The new partnership, which comes as part of a major promotional drive, will see Blacks and a range of other businesses come together to work on a number of national activities including digital marketing, competitions and advertorial campaigns.
Other businesses involved include HF Holidays, Stagecoach, Lakelovers and the Lakes Culture project.
Rachel Tyson,hread of Marketing & Sales at Cumbria Tourism, said: "We're thrilled to announce these latest new partnerships, as all of these organisations have a special affinity with the area.
“Blacks really epitomises the very best of outdoor activities and adventures - the perfect fit for the Lake District, Cumbria. It's the first time we have worked with this famous outdoor brand, so we're looking forward to developing some exciting ideas together to entice more visitors to this special part of the country."
Lee Bagnall, managing director of Blacks Outdoor Retail Ltd, added: “The Lake District is one of the most scenic regions of the country, offering beautiful villages and a range of walks through stunning countryside no matter what the season.
“It’s an all year round destination and we are keen to support Cumbria Tourism in its campaign to help raise awareness and encourage more visitors to the area during the winter months.”
Our BQ Bulletin emails will land in your inbox at 7.30am, Monday to Friday, with a mix of the latest local business news, national news, and features to inspire you. Sign up here!
Click here to read our privacy statement