SANUK HIRES MWW AS PUBLIC RELATIONS AGENCY OF RECORD
Leading Footwear Brand Turns to MWW to Bring the ‘Fun and Funk’ Experientially to Consumers Nationwide
LOS ANGELES – May 1, 2013 – MWW (www.mww.com), one of the top five global independent public relations firms, today announced that Sanuk, a division of Deckers Outdoor Corporation (NASDAQGS: DECK), has named MWW as public relations agency of record. Best known for its comfortable Sidewalk Surfers, with patented sandal construction and Yoga Mat and Beer Cozy sandals, Sanuk has charged MWW to build and launch a national brand communications campaign, cementing the popular lifestyle brand in markets across the U.S.
“Sanuk has created one of the most unique and relatable brands for consumers – injecting a sense of fun and irreverence into everyday life,” said JP Schuerman, executive vice president and general manager of MWW’s western region. “With this communications program, we are capturing this sense of ‘fun and funk’ of Sanuk and bringing it in an experiential form to active lifestyle consumers across the nation.”
This multi-layered communications campaign reaches consumers through a broad array of traditional and unconventional means. From spontaneous concerts and lo-fi guerilla marketing to social engagement and local market media takeovers, MWW and Sanuk will bring the humor and playful nature of the brand to consumers nationwide. MWW kicked off the relationship with the grand opening celebration of the Sanuk flagship store on the 3rd Street Promenade in Santa Monica.
Founded by Southern California native Jeff Kelley, Sanuk has grown into a line of “creatively-inspired yet distinctively designed” footwear sold in nearly 70 countries worldwide. The brand is best known for its Sidewalk Surfers, with patented sandal construction designed to create comfortable footwear for active men and women.
Previously, Sanuk worked with MWW to implement a communications campaign to highlight sponsored athletes who embody the culture and lifestyle of the brand. As part of the new campaign, MWW will continue to work with Sanuk’s athletes and leverage them as brand ambassadors. This includes surfer and musician Donavon Frankenreiter, musical artist Lukas Nelson, world-class rock climber Chris Sharma, surfer Matt Meola, climber Sierra Blair-Coyle and wakeboarder Bob Soven, as well as some of today’s emerging artists.
“MWW has done exceptional work for Sanuk. We decided to bring them fully on board as AOR because, bottom line, MWW gets us and what we’re all about,” said Michael Minter, Sanuk global director of marketing. “MWW’s media expertise and proven ability to reach influencers, especially in the footwear and outdoor categories, will be essential as we embark on this new phase of growth for our brand.”
The account will be led out of MWW’s Los Angeles office.
Twice recognized at the SIMA Image Awards as the 2007 and 2010 Footwear Product of the Year, Sanuk makes creatively inspired and distinctively designed footwear for the global outdoor community. Taking its name from the Thai word for fun, the brand is best known for its Sidewalk Surfers. These closed-toe sandals are often referred to as “Not-A-Shoes” for their patented construction, which allows your feet to bend and flex in natural comfort. Founded by Southern California native and surfer Jeff Kelley, Sanuk sponsors a spectrum of premier athletes, including surfers Donavon Frankenreiter and Dave Rastovich and rock climbers Chris Sharma and Daniel Woods. Sanuk products are now distributed in nearly 70 countries worldwide. Learn more at www.sanuk.com. Smile…Pass It On!
MWW is one of the nation’s top mid-sized public relations firms and one of the five largest independent global agencies. The firm is industry-recognized for its work in consumer lifestyle marketing, digital marketing and social media, corporate communications, public affairs and government relations, consumer technology, healthcare and visual branding.
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