Sanuk, a division of Deckers Outdoor Corporation, 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 were 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.