Alameda, Calif. — The North Face launched a multi-faceted ad campaign that links video, music, charity and real-world stunts to inspire people to go outside and do stuff. The cornerstone of the campaign is a two-minute long video featuring The North Face athletes running, skiing, camping and more, set to a cover of Woody Guthrie’s “This Land is Your Land.” It’s up now on Youtube and will run on various TV channels through November and December.
With its latest “Experience the Difference” campaign Gore-Tex plans to generate 1 billion impressions through video, online and print advertisements—including advertisements on television and at films. The company is working to build on the introduction of its new surround technology, which it debuted at Outdoor Retailer Summer Market and the OutDoor fair in Friedrichshafen, Germany.
Vibram is responding to its recent lawsuit troubles by daring customers to try their shoes anyway—and offering a full refund if they aren't convinced after six weeks. The new offer, which will last through the end of 2014, only applies to Vibram shoes purchased on the company's website. But are consumers who are increasingly skeptical of minimalism's benefits going to take advantage of the offer?
Seattle, Wash. — Stanley, A Brand of PMI, is looking to boost its Facebook community through an integrated marketing campaign this summer. Grouped under the hashtag #Stanleyness, the campaign will feature classic-style drawings that depict a consumer’s story of his or her experiences with Stanley products. The brand will also be awarding trophies to athletes, musicians, and everyday men and women who embody the qualities of “Stanley-ness.”
Richmond, Calif. – Running footwear brand Hoka One One, a division of Deckers Corp., has signed with Backbone Media to handle public relations and social media efforts. The decision to change PR agencies grew out of a need for the brand to reach new customers and markets, as it has seen rapid growth since launching in 2009. “Backbone has the experience and the expertise in the running world, as well as the larger active lifestyle market, to share our story with a broad audience,” said Hoka President Jim Van Dine.
Waltham, Mass. – Merrell will be offering its outdoor footwear to a relatively new lifestyle e-store, PlanetShoes.com, following a deal that was signed earlier this month. PlanetShoes will sell a wide selection of Merrell's women's, men's and kids' footwear, including sandals, boots, flats, sneakers and athletic shoes. The online retailer is expanding its outdoor offerings, and inking an agreement with Merrell furthers that goal. Merrell has invested heavily in e-commerce over the years. In 2009, it hired Someoddpilot to redesign its core website, and returned to the firm in 2012 to launch the Merrell Footwear site.
Patagonia recently hired Adam Fetcher as its new Director of Global PR and Communications, a position that's been open for the past six months or so. Fetcher's background is a bit nontraditional for the outdoor industry; he cut his teeth in politics and worked his way up to President Barack Obama's deputy national press secretary for the 2012 election.
Could this be the sign of a deepening relationship between politics and outdoor brands?