Sierra Designs and Ultimate Direction have named Verde PR and Consulting as their new public relations agency of record. Verde begins representing both brands immediately.
“We are excited to have Verde PR as part of our brand team,” said Kristine Carey, brand manager for Sierra Designs and Ultimate Direction. “Verde’s industry experience and their intimate knowledge of performance materials will help to create brand and product awareness in very authentic and exciting new ways. Our company values – being environmentally aware and action oriented – are very much aligned.  Together, we will seek out adventure and have a whole lot of fun doing it.” 
The move will offer strong support to Sierra Designs through its brand transformation, which began in 2006 under the leadership of company president Paul Gagner.
“I’m excited to work with Verde PR’s team to more overtly communicate the dedication, innovation and passion our team and our products bring to market – we live and breath this stuff and it will be exciting to share this with all of our constituents,” Gagner said.  “Also, our combined goals in the area of sustainability and product performance are perfectly aligned.” 
Product innovation will define the Sierra Designs rebranding effort, and the company will unveil a completely new performance apparel collection for Fall 2008 at the upcoming Outdoor Retailer Winter Market trade show in Salt Lake City. Sierra Designs expands its Green Effect program commitment to creating cutting-edge, performance product made with sustainable materials in the new collection.
For Ultimate Direction, Verde will work to grow the endurance sports category for retailers in outdoor and running specialty. Ultimate Direction will continue its efforts in product innovation into 2008, incorporating best-of-class hydration and on-the-go nutrition innovations for endurance sports athletes.
To support these innovations, Sierra Designs will be increasing their marketing efforts across the board with a new advertising campaign, increased social media programs, and a new public relations campaign headed by Verde targeting both traditional media and new media.