Shred and Slytech, designers and producers of helmets, eyewear and body protection under Anomaly Action Sports, have partnered with SOAR Communications to handle their public relations and brand communications.
“Our company has grown to a point where internally, we can focus on product development, operations and sales, and entrust our communications with professionals,” said Shred and Slytech Co-founder and Chairman Ted Ligety.
“We chose SOAR because it’s well known and highly regarded by journalists in the bike and snow industries. They have a collaborative, go-the-extra-mile approach to PR that won us over,” said Co-founder and CEO Carlo Salmini.
SOAR, which is an acronym for Sports, Outdoor, Athletics and Recreation, was founded in 2004 in Salt Lake City. Its key principal is Chip Smith, who formerly handled marketing communications for Shimano American Corporation and Specialized Bicycles. Smith is a 25-year veteran of the sports and outdoor industries and an avid skier and mountain biker.
The agency began working with Shred and Slytech in conjunction with the company exhibiting at Interbike last month, where Shred launched three helmets and Slytech introduced three protection products. Shred and Slytech will also launch snowsports products at the SIA Snow Show in January.
Shred and Slytech also hired Michael Sudmeier, a freelance journalist and a former managing editor at Teton Gravity Research, to work with SOAR on outreach efforts to the core action sports and snow industry media.
Olympic gold medalist and world champion alpine skier Ted Ligety co-founded Anomaly Action Sports, home of the brands Shred and Slytech, in 2006 with his friend Carlo Salmini, who has a master’s in materials engineering and is a graduate of the Massachusetts Institute of Technology.
Founded in 2006, Shred and Slytech create eyewear and protective equipment for dedicated skiers, snowboarders and mountain bikers. The brands’ products are sold and distributed in 40 countries.
SOAR Communications is a marketing communications and public relations agency comprised of professionals and outdoor enthusiasts. Current and past clients include Bergans of Norway, Bike Utah, BlackRapid, Haibike, Izip, Interbike, Kinetic Trainers, Outdoor Retailer, RockyMounts, SealSkinz, TravelChair and Trips for Kids.