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.
Cortez, Colo. – Osprey packs held its first-ever Athlete Summit, bringing together Osprey sponsored athletes from a variety of sports to inspire and build the brand. Over two days, the team participated in marketing, product and sales meetings as well as brainstorming sessions to provide input and insight. Based on the success of the inaugural Athlete Summit, Osprey plans on hosting follow up summits in the future to grow athlete relationships and support brand initiatives.
Denver, Colo. – Native Eyewear, the maker of polarized sunglasses, has set the 2013 dates for the 2014 Native Eyewear Locals Only Project. Locals Only is a marketing campaign to drive fan participation and generate valuable content for the brand's catalogue and other branding materials. Through fan nomination and votes via social media, the program seeks out the best mountain towns and curates stories from local talent, adventurers and outdoor athletes.
French outdoor equipment company Millet, owned by Lafuma, has signed an unusual endorsement deal. South Korean pop group JYJ have been chosen as the endorsement models for Millet’s “M-Limited” outdoor gear line. The move aims to capture the 25 to 35 year old demographic, which is the target demographic of the line. JYJ recently sold out 150,000 seats at the Tokyo Dome in their long awaited return concert in Japan.
Londonderry, New Hampshire – To commemorate 50 years of shoemaking, Danish footwear brand Ecco is throwing a month-long celebration with special in-store displays, a Facebook sweepstakes and storytelling through the brand’s blog. The brand has grown to become the world’s second largest shoe manufacturer and yet is one of the only vertically integrated footwear brands in the world, owning and managing each step of the shoemaking process down to the stores.