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?
Here's the situation: an agitated Liberty Bottleworks customer was upset about a problem with a shipment and couldn't get a hold of the customer service team on a weekend and also during the holiday. An email sent to the company complained that “Instead of doing my Christmas cards and enjoying the holiday spirit, I was dealing with this.”
Outraged, the person posted a condemning message to Liberty's Facebook page urging people “to never do business with this company if you want it handled right,” and “Product is great – company is not.”
Racine, Wis. – Johnson Outdoors Watercraft has rolled out a new website: adventureonthewater.com to help people discover the possibilities for fun and adventure with paddling and kayak fishing. The site will feature videos, photos and stories, created and curated by a roaster of elite athletes and industry experts, across all three of the Johnson Watercraft brands: Necky Kayaks, Ocean Kayak and Old Town Canoes & Kayaks. Consumers will be directly connected to featured products, and they can tap Adventure On The Water to follow team members in their region, get news about local and regional events and connect to the Johnson Outdoors network.
Seattle, Wash. – ExOfficio will provide the apparel for the eight cast members in popular adventuring web series Expedition Overland. The series follows the lives of the cast during a six-week expedition through Alaska and the Yukon, from their initial preparations to the completion of their journeys. Clay Croft, producer and creator of Expedition Overland, has been a fan of the brand for several years.