Sanuk, a division of Deckers Outdoor Corporation has retained MWW Group to develop and implement a strategic public relations campaign showcasing the footwear brand's sponsored athletes, a family of veteran and up-and-coming surfers, rock climbers, snow athletes, and wakeboarders who embody the style and culture of the Sanuk brand.


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, often referred to as “Not-A-Shoes,” for their patented sandal construction designed to create comfortable footwear for active men and women.


“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.”


MWW Group will be working with Sanuk to increase visibility and awareness to consumers nationwide through the stories and ambassadorship of several professional athletes, including surfer and musician Donavon Frankenreiter, world-class rock climber Chris Sharma, surfer and ocean activist Dave Rastovich, snowboard freerider Jeremy Jones, and 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.”


The account will be led out of MWW Group's Los Angeles office.