Footwear brand Sanuk, a division of Deckers Outdoor Corporation, has hired public relations firm MWW Group to develop and implement a strategic public relations campaign that showcases the brand’s sponsored athletes.
MWW Group will be working with Sanuk to increase the brand’s visibility to consumers nationwide via the stories and ambassadorship of athletes including surfer Donavon Frankenreiter, rock climber Chris Sharma, surfer and ocean activist Dave Rastovich and snowboard freerider Jeremy Jones. The campaign will also feature emerging athletes such as surfer Matt Meola, climber Sierra Blair-Coyle and wakeboarder Bob Soven, among others.
“We chose to work with MWW Group because of the firm’s demonstrated ability to elevate awareness of other brands in the footwear and outdoors categories,” explained Michael Minter, global director of marketing, Sanuk. “More than that, they understand our culture, and will help us leverage our talented and influential athletes to tell our story and build greater cultural relevance.”
“Sanuk’s brand culture is fun, unique, and innovative, and its products are superior in both design and quality,” said Michael W. Kempner, president and CEO of MWW Group. “It’s the kind of brand you want to befriend, and that human connection is critical to building the trust and relevance necessary to drive brand loyalty and sales. This campaign leverages up-and-coming action sports stars to bring Sanuk’s brand personality to life while increasing its relevancy among active lifestyle consumers and outdoor enthusiasts.”
The account will be led out of MWW Group’s Los Angeles office.