K2 Sports has partnered with Jones Soda Co. to create Jones Soda skis and snowboards.
“Our sodas have always been popular with the snow, surf and skate cultures,” commented Mike Spear, director of marketing for Jones. “The alignment with K2 is one of Jones' biggest cross-marketing initiatives to date, as both brands will mutually integrate one another through multiple avenues including digital, retail, and events.”
The K2 partnership officially begins this month. The two brands have agreed to a two-year alignment that will involve cross-brand presence via digital marketing, as well as mutual appearances at snow sport events, demo centers, movie premieres, retail displays and more. In addition, the companies will develop cross-branded merchandise for Jones to use as incentives and prizing.
“K2 and Jones have a history of connecting with consumers on a deeper level through groundbreaking marketing programs and products,” said Jeff Mechura, vice president of marketing for K2 Sports. “We're made for each other. The partnership is an excellent opportunity for both companies to jointly reach our fans in new and unexpected ways.”
The Jones brand has long been known for its grassroots marketing approach. Historically, the company achieved popularity through its alternative distribution strategy that included product placement at extreme sporting events and in skate and surf shops, piercing parlors, music stores and more.
