Archives: Press Releases

Osprey, the leader in creating top-quality, high-performance, innovative carry solutions, is launching their most advanced backpanel design to date. The rethinking of Osprey’s signature Airscape backpanel has been a long-term innovation project coming out of the brand’s Alpha Lab, an advanced concepts team lead by Osprey Co-Founder and Director of Innovation, Mike Pfotenhauer.

“The AlphaLab frees Mike from the constraints of the traditional product cycle so he is able to focus on technical innovations, new production solutions and sustainable initiatives,” said Erik Hamerschlag, Sr. Product Manager, Osprey Packs. “The all-new Spring 2021 AirSpeed backpanel is a result of the freedom and creative space the AlphaLab affords.”

The new Airscape features an injection-molded frame sheet with die cut foam that maintains a comfortable and breathable contact surface, flexibility for dynamic movement and improved carry performance. The position of the Airscape channels are dependent upon the intended usage of the individual packs. In the case of the Spring 2021 Aether/Ariel series, designed to carry heavy loads, the horizontal plane channels prevent barreling under a full load to ensure consistent fit and optimal stability while vertical planes follow the contours of the back preventing collapse under heavy loads. By contrast, the Spring 2021 Talon/Tempest series, designed for fast and light pursuits, features horizontal channels to allow flex in the vertical plane while staying flat horizontally.

From a production point of view, the injection molding process reduces plastic waste to near zero. This was a critical consideration in development process of the new backpanel moving Osprey one step closer to their goal of becoming the most progressive, transparent and sustainable hardgoods brand in the world through chemistry, materials and CSR.

The new Airscape backpanel debuts with the Spring 2021 Aether/Ariel series available in October 2020 and the Spring 2021 Talon/Tempest series available February 2021.

About Osprey
Founded in 1974 and based in Cortez, Colorado, in the foothills of the San Juan Mountains, Osprey designs the highest performing and longest lasting carry solutions on the market including technical packs for outdoor, travel and everyday adventures. 

In addition to creating top-quality packs, the Osprey team is focused on becoming the most progressive, transparent and sustainable hardgoods brand in the world. From raw materials and chemistry benchmarks to progressive factory code of conduct agreements and programs that extend a product’s end of life, Osprey is taking a truly holistic approach and looking at every aspect of their business to ensure they leave as little trace possible. Osprey’s dedication to create innovative, high performance, sustainable gear reflects the brand’s love of adventure, devotion to the outdoors and steadfast resolve to leave the world better than they found it.

To learn more about Osprey and its products backed by their industry leading All Mighty Guarantee, visit osprey.com. Osprey products can be found online at osprey.com and in specialty retailers in over 60 countries worldwide. Follow all brand updates on Instagram (@ospreypacks), Facebook (@ospreypacks) and Twitter (@ospreypacks).

BOULDER, Colo. (July 13, 2020) – Matador Travel Equipment, the award-winning producer of lightweight travel equipment, today introduced its On-Grid^TM Series, a new collection of packable bags with a minimalist, city-centric aesthetic, designed for on-the-grid travels. The On-Grid Series, which includes the On-Grid Packable Duffle, Tote, Backpack and Hip Pack, incorporates features for city travelers, including premium fabrics for abrasion resistance, while still incorporating packability features that Matador is known for.

“With the On-Grid Series, we’re offering packable gear that performs as beautifully as it looks,” said Chris Clearman, Founder and CEO of Matador. “Each item flips inside its own pocket for storage, and the Backpack and Tote offer laptop-compatibility. We raised the bar on durability with this series, incorporating 100D waterproof Robic nylon with a UTS coating, which adds up to 30 percent strength over traditional coatings, along with bartrack reinforced construction. The On-Grid Series is minimalist, weatherproof, durable and well-appointed.”

The On-Grid Packable Backpack is a 16-liter backpack with multiple organization pockets and expandable water bottle sleeves. Thoughtfully considered features such as laptop compatibility are ideal for travel while staying connected, and the bag’s packability allows for easy transportation. 

The On-Grid Packable Duffle is a minimalist, 25-liter duffle designed for short weekend trips or jaunts to the gym. The bag offers carry handles and an adjustable shoulder strap, and it features anodized aluminum hardware and hidden loops for attaching accessories. The main compartment’s zipper extends past the bag’s ends to increase access and ease of packing.

The On-Grid Packable Tote is a 16-liter crossbody tote that is ideal for exploring the local market or commuting to the office. A laptop sleeve keeps your computer protected, and the bag features carry handles and a crossbody/shoulder strap for an array of toting options.

The On-Grid Packable Hip Pack is a stylish fanny pack with an adjustable hip/crossbody strap. Its multiple organization pockets can fit a phone, wallet and keys, and its Hypalon loops are ideal for fastening accessories.

The On-Grid Series is the latest addition to Matador’s line of travel products, joining the recently launched SEG^TM42 One Bag Travel Pack, a 42-liter, carry-on backpack featuring a patented architecture for optimal organization.

The On-Grid Packable Backpack (MSRP: $59.99), On-Grid Packable Duffle (MSRP: $49.99), On-Grid Packable Tote (MSRP: $49.99) and On-Grid Packable Hip Pack (MSRP: $34.99) are available now at select retailers and online at www.MatadorUp.com.

###

About Matador Travel Equipment

Matador is a proudly-bootstrapped startup nestled in the recreational mecca of Boulder, Colorado. Since its launch in 2014, Matador has been a leader in efficient, lightweight travel equipment. Each product is designed in-house by a team of passionate travelers and then thoroughly tested through real-life pursuits. For more information about Matador, visit www.MatadorUp.com.

Ombraz Sunglasses, the brand changing the sunglass landscape, is ready to ramp up the armless sunglass revolution with two new styles: the Dolomite and the Leggero. With these additions, Ombraz’s lineup of armless shades continues to buck the antiquated sidearm trend and deliver stylish, comfortable, and durable change to the sunglass industry. By eliminating sidearms, Ombraz has redefined the typical sunglass experience—no more breaking, falling off, headaches, or pinching.

Since introducing the Ombraz Classics to the world in 2018, co-founders Jensen Brehm and Nikolai Paloni have lived the Ombraz mantra—No Sidearms. No Problems. In the two years since the Classic graced the market, Brehm and Paloni have rolled up their sleeves, tightened their cords, and gotten to work designing the next generation of armless sunnies.

Along with the Classic, the Dolomite and the Leggero boast high-quality, German-engineered polarized Zeiss optics with a scratch- and smudge-resistant coating. New abrasion-resistant, 100% recycled Japanese nylon cord and an in-molded adjustment system provide a buttery smooth and ultra-comfortable experience, and wider nose pads reduce the potential for fogging during high-intensity activity. Whether on the water, trail, slopes, or single track, Ombraz Sunglasses are engineered for hours of ultimate comfort and performance.

Sharing a name with an Italian mountain range, the Dolomite offers a tectonic shift in sunglass design. This new model fuses a stellar lifestyle frame with functional and practical craftsmanship. This saucy little number offers a distinctly circular frame design, while built-in side visors reduce peripheral glare whether in the mountains, on the water, or “working” from home on the back deck. The Dolomite is available in Regular and Narrow sizing and comes in a variety of polarized lens options (Grey, Brown, and Yellow) and frame colors (Charcoal and Slate).

For armless sunglass converts searching for a more angular look, the Leggero fits the bill. An ode to the Ombraz Classics, this timeless design pays homage to the 1960s. With its straight lines and laid-back attitude, the Leggero offers a skinnier, more rectangular shape than the Classic, accentuating the wearer’s finest features. For individuals with slightly larger heads, the Leggero beckons and is available in Regular and XL sizes. Much like the Dolomite, this oh-too-fresh style is available in a variety of polarized lens options (Grey, Brown, and Yellow) and frame colors (Charcoal and Ember).

The entire Ombraz collection can be found at Ombraz.com, retailing for $140. For a limited time, both the Dolomite and the Leggero are available for pre-order at 20% OFF with shipping scheduled to begin in early August. With every pair of sunglasses purchased customers receive free shipping, 30-day returns, and a lifetime warranty. Additionally, through the Ombraz Shade Project and in collaboration with the Eden Reforestation Project, Ombraz plants 20 mangrove trees for every pair sold, sequestering 330x more carbon than it takes to produce and deliver a single pair of Ombraz.

To learn more about Ombraz Sunglasses, its products, and its commitment to being carbon negative, visit Ombraz.com or contact cory@darbycommunications.com

About Ombraz Sunglasses

Ombraz Sunglasses is challenging the sunnies industry, asking the simple question—What happens when you dare to create good-looking, high-quality sunglasses, without sidearms?  The answer—No sidearms. No problem. Since the introduction of the Ombraz Classic in 2018, Ombraz has built carbon-negative, armless sunglasses that solve a problem and serve a purpose. Whether on the river, trail, slopes, or single track, Ombraz can be worn for hours, combining comfort, performance, and durability. Additionally, through the Ombraz Shade Project, and with the help of its partner Eden Reforestation Project, Ombraz plants 20 mangrove trees for every pair of sunglasses sold. A member of 1% For the Planet and Carbon Neutral Certified, Ombraz sequesters 330x more carbon than it takes to produce and deliver each pair of sunglasses. Now, Ombraz is ready to introduce two new styles to the market: the Dolomite and the Leggero. Learn more about the full line-up of armless sunglasses, visit Ombraz.com or follow @Ombraz.

The cult-favorite X Ultra 4 hiker receives a complete redesign, while the new Sense Ride 4, S/Lab Phantasm racing flat and expanded women’s hydration collection launch for the run category

Today, Salomon announces its new collection for spring 2021, which includes a number of new products and popular redesigns across the trail running, road running and hiking footwear categories. The line includes the revamped X Ultra 4, a fan-favorite and award-winning hiker that borrows light weight and comfort cues from Salomon’s trail running collection, as well as the latest iteration of the Sense Ride 4, one of Salomon’s most successful trail running footwear launches to date. Salomon will also introduce the S/Lab Phantasm, the brand’s first-ever road racing flat designed with its athletes to expand its road running collection, as well as expanded line of the women’s-specific Advanced Skin hydration packs.

“Participation in outdoor sports like running and hiking is growing significantly, and with our new and improved product offerings, we aim to continue to inspire users of all levels to play outside, from beginners to skilled adventurers alike,” says Jenny Taylor, VP of marketing for Salomon in North America. “This new 2021 collection is designed with this idea of accessibility in mind, drawing from our athletic heritage and leadership in sports like trail running to deliver products that are durable, lightweight and purpose-built for activities.”

The X Ultra collection from Salomon has consisted of top-selling hikers for years, thanks to its lightweight protection and grip that make it perfect for everything from day hikes to extended backpacking trips. The redesigned X Ultra 4 is lightweight and agile like a trail running shoe, but with all of the stability, grip and protection needed for technical, uneven terrain, with a streamlined aesthetic. The X Ultra 4’s new ADV-C Chassis, which targets articulations on the outer foot to optimize stability without compromising freedom of movement, is the result of in-depth biomechanical studies aimed at delivering enhanced stability and reducing ankle injuries. The X Ultra 4 is available in low and mid versions and in both GORE-TEX® and non-GORE-TEX® versions, as well as wide and midsize widths.

On the trail running side, the most exciting launch is the Sense Ride 4, the latest edition of the Salomon classic developed for runners in need of a do-it-all cushioned yet responsive ride for a variety of terrain and distances. In this iteration, footwear developers redesigned the heel collar to include slightly more padding and improve the overall heel hold. The Sense Ride 4 also incorporates Optivibe™ foam, a technology borrowed from Salomon’s road running range, to absorb vibrations and decrease muscle fatigue without weighing the user down for a cushioned, comfortable ride. A full rubber Contagrip® outsole gives the shoe confident grip in any terrain while the decoupled rockplate protects feet from sharp objects without compromising flexibility.

For road running, Salomon delivers the S/Lab Phantasm, a dynamic racing flat developed with some of the world’s top athletes to focus on weight, breathability and fast transitions. With a curved, rocker profile and Salomon’s lightest, most responsive foam, Energy Surge, the Phantasm is built to feel effortless when running fast on the roads. A near-weightless upper made of airy TPU Mesh gives it a breathable, featherlight design. With a 6mm drop, the S/LAB Phantasm features a bottom unit employing R. Camber geometry, meaning you’ll spend less time on the ground and transition quicker from stride to stride.

On the gear side, Salomon will add several new women’s-specific hydration packs to its gear collection, building upon the success of its first women’s-specific vest, the ADV SKIN 8 SET W, to deliver additional sizing and volume options for runners to choose from. The most exciting of which is the new Sense Pro 5 W, a women’s-specific pack in the new Sense Pro collection, purpose-built for trail races where comfort, convenience and lightweight design are essential. The minimalist Sense Pro 5 for women is ultra-comfortable with no friction points, a precise fit and instant access to trail essentials. The Sense Pro packs are also available in 10L W, 5L M and 10L M sizes.

The new collection will be available in February 2021 at www.salomon.com and at select retailers. For more information, please contact Emily Banks, senior account manager: Emily.banks@rygr.us

###

About Salomon: Born in the French Alps in 1947, Salomon is committed to pushing the boundaries of mountain sports through the creation of innovative equipment that allows people to play, progress and challenge themselves in their chosen outdoor sports. The company produces and sells premium footwear, winter sports and mountaineering equipment, hiking equipment, and apparel specifically designed for all of those disciplines. Products are developed in the company’s Annecy Design Center, where engineers, designers and athletes collaborate to create innovative solutions that continually improve the outdoor experiences of those who see nature as a vast playground. 

 

GERBER, an industry-leading manufacturer of knives and multi-tools announced today a new collaboration with legendary public land hunter and conservationist Randy Newberg. The Randy Newberg collection is now available on www.gerbergear.com, and features two new tools: the Randy Newberg DTS (Dual Tool System) and the Randy Newberg EBS (Exchangeable Blade System).

From the early stages of conceptual development to extensive testing of prototypes in the field, Randy has been engaged in every part of the product development process. What results are the most technically advanced hunting products Gerber has made in its 80 years of knife making

The Randy Newberg DTS (Dual Tool System) features two folding blades in one tool. In addition to a primary blade, the built-in Tendon Tool is designed to handle tough cuts like opening thick hide, separating the atlas joint and cutting tendons against the bone. This saves the edge on the primary blade from dulling while field dressing big game, whether using the gutless method or the traditional open cavity method. Fold it down and open up the primary knife for finer, more precise work. The smaller size of the Tendon Tool lends itself to ease of use in those hard-to-reach areas, whether inside the cavity or reaching deeper tendons. 

The Randy Newberg EBS (Exchangeable Blade System) refines the traditional exchangeable blade model to create a quiet, more compact carry system and lighter weight construction. On backcountry hunts, where every ounce counts, the EBS offers a high performing solution that you won’t notice until you need it. The EBS features three blade types: a backstrap blade, task blade, and breakdown blade for the various stages of field dressing. When not in use, the handle and blades nest in a Quiet Carry Box free from rattling. The system features Gerber’s SplitSec Tech for safe, easy blade replacement.

“It’s been so rewarding working with Gerber through the years,” said Randy Newberg. “I’ve hunted alongside the Gerber team and developed product alongside them. I hope the EBS and DTS tools provide other hunters with solutions to the same problems we faced in the field.”

Ten percent of www.gerbergear.com purchases of the Randy Newberg EBS & DTS will be donated to RMEF now through August 19, 2020.

Learn more about these innovative field dressing knives at www.gerbergear.com.

###

About Gerber: Gerber is a leading global supplier of activity specific knives, multi-tools and problem-solving gear. Built on the pillars of craftsmanship, innovation, and an unrelenting commitment to quality and service to others, the trusted brand features a diverse portfolio of equipment for recreational and professional end users. For more information please visit www.gerbergear.com.

Gregory, a global leader in pack fit and comfort for more than four decades, announces today another industry first with the launch of a long-awaited plus-size backpack collection. With over 20 products across the day hiking, hydration, multi-day backpacking and lifestyle categories, the new plus-size collection addresses sizing gaps and provides pack solutions currently not available. Plus-size packs will be available to consumers beginning spring 2021 at REI Co-op and other select specialty retailers. 

The Gregory design team worked hand-in-hand with Jenny Bruso and her organization, Unlikely Hikers, to listen to and understand the fit and comfort needs of plus-size hikers. 

“Gregory was literally founded on the concept that backpacks should be able to adapt to and be comfortable for a wide variety of body shapes and sizes,” said John Sears, VP of Gregory Mountain Products. “As the category leaders in pack fit and comfort, we love that this initiative helps make sure that our product collection fits and works for all hikers and backpackers. This new line has been years in the making and we couldn’t be more excited to launch this new Plus Size collection, not just with two or three products, but with a line that represents the breadth of our entire backpack collection. And we’re thrilled to have a partner in a group like Unlikely Hikers to help us make sure we nailed it out of the gate.” 

Unlikely Hikers, which is a “diverse, anti-racist, body-liberating outdoor community featuring the underrepresented outdoorsperson,” aided the design team with prototype testing, fit testing and product reviews during the product-development process. Unlikely Hikers will also act as an engaged partner in the launch and promotion of the collection, as well as being featured in the collection’s marketing materials. 

“People of diverse body sizes and shapes have had to ‘make it work’ with gear that wasn’t made for us for too long now. We’re out here! We’re climbing these same mountains, we’re thru-hiking these same trails and our money spends the same way,” said Jenny Bruso, founder of Unlikely Hikers. “A backpack made with my unique needs in mind tells me that I am seen as an adventurer and that’s the kind of empowerment I want to take to the trail.” 

The launch of a plus-size product offering is the newest pillar in Gregory’s ‘Gateways’ program — a longtime brand initiative that promotes inclusivity through nonprofit partnerships and strategic product engineering to ensure everyone has the opportunity to experience the great outdoors. 

“Our mission has always been to get more people outside,” Sears said. “To do that, we have to take every opportunity we can to do something about it. For Gregory, a product-driven company, this means more than just partnering with and supporting groups that support inclusivity in the outdoors, but taking the next step to design and launch new products that can support all of our consumers. This initiative falls under Gregory Gateway’s strategy, which is all about the actions we take to be more inclusive and enlighten more people on the incredible benefits of discovering and experiencing the outdoors.”

The highly inclusive product offering gives customers a choice of activity, style, color and price point, all with significantly enhanced fit geometry that includes wider shoulder harness angles, extended shoulder harness lengths and a much larger hip belt fit with easier pocket accessibility on the trail.

For more information about Gregory and its collection of award-winning backpacks and adventure travel pieces, visit www.gregorypacks.com.

About Gregory Mountain Products
For more than 40-years, Gregory Mountain Products has been the leader in expedition, backpacking, daypacks, and travel gear. World-renowned for fit, durability, and performance in all of its products, Gregory has won awards for its pack designs from such diverse media outlets as Outside Magazine, Backpacker, National Geographic, Popular Science and Men’s Journal. Responsible for many industry firsts in backpacking fit and design, the Gregory research and design team continues to lead the way in innovative backpack technology and performance.

SylvanSport, the Brevard, NC-based maker of the innovative and award-winning GO™ camping trailer, has retained Asheville, NC-based Darby Communications as its PR agency of record. Darby Communications will work to introduce SylvanSport’s innovative lineup of towables and camping gear to a larger audience while amplifying their voice within the outdoor industry.   

SylvanSport was founded in 2004 by Tom Dempsey, a kayak industry veteran who saw an opportunity to bridge the worlds of RV camping and adventure camping. “The RV industry was not developing in the direction it could develop,” says Dempsey. “Meanwhile the outdoor gear industry was just booming, and these two industries didn’t really speak to each other. SylvanSport was created to bridge that gap, to basically reinvent the RV and be a piece of gear that just happens to be a vehicle.”

SylvanSport launched with the GO™, a first-of-its-kind towable billed as a next-generation pop-up camper with multifunctional hauling capability. With its sleek, multifunctional design and its lightweight, low-profile construction, the GO™ became an instant hit with RVers and adventure campers alike. “The SylvanSport GO is the camp trailer for people who’ve never even thought about camp trailers,” remarked National Geographic Adventure. “Coolest. Camper. Ever.”

In the 16 years since its founding, SylvanSport has continued to innovate, improve, and expand, by optimizing the GO™ and developing other useful, innovative, quality gear, covering everything from cooking and lighting to sleeping and transportation. “Everything that a good foray into the outdoors may require, we can meet those needs,” says Founder Tom Dempsey.

In 2020, SylvanSport has worked to meet other, more urgent needs as well. As COVID-19 swept the nation early this Spring and the growing need for personal protective equipment (PPE) became clear, Dempsey and his leadership team knew they had an obligation.

“We have a great team of designers, engineers, and fabricators,” says Dempsey. “Let’s put that to work for our community.” Since then, SylvanSport has been working to create counter guards, face shields, and safety equipment to meet the evolving needs of healthcare workers and others nationwide.

Kara Errickson, Creative Director at SylvanSport, sees the importance of the outdoor industry’s role in this current climate. “It’s so important to be able to get outside for stress relief, for recovery, for relaxation,” says Errickson. “There’s a broader mission for the Outdoor Industry, which is to enable people to access nature.” In many ways, the time seems right to go camping. Given current travel restrictions and widespread concerns over flying, people have been looking closer to home for their vacations, and interest in camping is at an all-time high.

With that in mind, Errickson felt the time was right to tap fellow Western North Carolinians Darby Communications to help promote the SylvanSport brand and its growing collection of outdoor gear. “We know Darby Communications; we know the role they’ve played in supporting and growing the outdoor industry which is flourishing here in Western North Carolina,” says Errickson. “We’re thrilled to be partnering with them to help us tell our story and bring our unique products to a wider audience.”

If you would like more information on SylvanSport, please visit their website at www.sylvansport.com. For media inquiries, please reach out to Dan Arnett at dan@darbycommunications.com.

About SylvanSport

Tom Dempsey founded SylvanSport in 2004 in Brevard, NC, for one reason: to make outdoor adventure accessible. With a background in medical supply manufacturing and kayaks, Dempsey possessed the ideal combination to launch this US-based manufacturing company and take it to national prominence. What started as an idea to create the next generation, lightweight pop-up camper has evolved into a line of the best-designed camping and gear trailers ever made. The company lives by the idea that creating local jobs and sourcing locally is their responsibility, which is why 80% of the GO and GO Easy is from within 70 miles of the Western North Carolina area. Visit sylvansport.com to learn more.

About Darby Communications

Darby Communications is a boutique PR & digital marketing agency serving the outdoor, fitness, and wellness industries through impactful content creation, media placement, email marketing, and social media management. Headquartered in Asheville, NC with a coast-to-coast portfolio, Darby Communications takes a team approach to everything they do for clients and have worked with many of the outdoor and fitness industries’ most respected companies. Their current client roster includes: 360 Adventure Collective, Appalachian Gear Company, Astral, Feetures, Hyland’s, Ignik, Industrial Revolution, Johnson Outdoors, LifeSaver, Nantahala Pisgah Forest Plan Partnership, Ombraz, Outdoor Economy Conference, Poppy, Sierra Designs, Tarpestry, and Wildwater. Learn more at www.darbycommunications.com or follow on social @darbycomm. 

ust, maker of camping and outdoor essentials since 1936, has announced a major brand “refresh” with the goal of creating a company that brings the outdoors closer to people of all backgrounds and experience levels, and encourages them to share their stories to inspire others. The first major step in this process is the launch of ust’s new website, www.ustgear.com, which features the brand’s updated aesthetic, new mission statement, and a variety  of new content designed to give consumers an inside look into ust.

Over the past 80 years, ust has built a reputation for creating the most essential adventure and survival gear. Recently transitioning from its Jacksonville, Florida location to a new headquarters in Columbia, Missouri, ust also began an in-depth brand refresh process with the ultimate goal of inspiring and cultivating people’s love of all things outside. The team’s mission is to create reliable, problem-solving gear for adventurers who want to share their stories with the outdoor community.

“Storytelling will be at the core of everything we do on all levels,” says John Holdmeier, Brand Manager of ust. “Our employees and fans feel connected to us by seeing our outdoor stories and sharing their own. ust will continue to tell stories from the water, trail, camp, and mountain, as well as feature inspiring people, companies and worthy causes. We not only want to create gear that allows everyone to enjoy the outdoors, but also provide the infrastructure for people to join our community and share their voice and inspiration. We want to bring people together by creating a space for storytelling.”

To support this mission, ust recently launched its “Storyteller Series” on instagram, featuring outdoor enthusiasts from various backgrounds. It also serves as a platform to promote organizations, adventures, and passion projects that are important to the ust Storytellers. In addition, ust has launched the “re:fresh” docuseries, which follows the brand refresh process, as well as “the shakedown,” a podcast that offers consumers an inside look at what’s happening within ust. These individual campaigns are meant to offer supporters different ways to connect and engage with the newly refreshed company.

“The previous version of ust was one of those gear brands that everyone has probably used at some point in their life, but never really knew the brand name “ says Holdmeier. “Our goal is to breathe new life into ust, and to create a lifestyle around the brand that speaks to adventurers of all levels and welcomes them into our community. We are intent on creating a brand that outdoor enthusiasts from all walks of life will get excited about and want to be a part of, and today marks the first step in that process.”

UST values sustainable and socially responsible supply chains, inclusion and diversity in the outdoor community, quality equipment and customer service, and supporting a network of outdoor storytellers to achieve its vision of inspiring and cultivating all people’s love for the outdoors. ust’s mission is to work relentlessly towards its goals and champion others who do the same.

For more information about ust and its new brand direction, please visit www.ustgear.com. For media inquiries and additional information regarding ust brand refresh, please contact Logan Waddell / logan@groundswellpr.com. 

About ust

Since 1936 ust has been creating survival, camping and outdoor equipment. Recently, we moved headquarters from Jacksonville, FL up to Columbia, Mo…and we’ve taken this opportunity to re-imagine what ust can be moving forward. The ust crew is driven by our calling to explore outdoors. We feel incredibly lucky to have the rolling hills and hollers of the Ozark Mountains for our backyard…product testing, exploring, work, play…. the lines get blurry. Our ever-present drive to “be outdoors” translates into reliable, problem-solving gear for you to use in your own outdoor adventures. As a brand, our goal is to inspire and cultivate people’s love of all things outside. We set out on this path with strong intention going forward… to create gear that allows EVERYONE to enjoy the activities that give us so much happiness.

Luno, creators of gear for a comfortable and convenient life on the road, has named JAM Collective as its public relations agency of record. JAM Collective is an accomplished boutique agency specializing in public relations, social media, communications and strategic partnerships.

Luno’s products transform vehicles into a mobile campsite, allowing users to explore new destinations from the safety of their vehicles. Luno gear allows adventurers to make bedrooms out of Subaru’s and campers out of Chevys, so the thrill of exploring is accessible, safe, and comfortable as campers venture into the great outdoors.

JAM Collective will work to collaboratively build and support the communications strategy for Luno. The agency will employ both traditional and emerging public relations tactics to strengthen Luno’s relationship with its core consumers, broaden its appeal to new audiences and elevate the brand as a thought leader in the adventure travel space.

“The team at JAM Collective has a magnetic passion for connecting outdoor brands with the people who will love their gear,” said Peter Ducato, founder of Luno. “We are thrilled to partner with them in bringing Luno products to consumers who are eager to explore freely and comfortably.”

“We’re so excited to share Luno’s messaging, which speaks directly to so many people right now; encouraging users to recreate and adventure responsibly from the safety of their own vehicle,” said Julie Atherton, founder of JAM Collective. “Luno’s products are the perfect complement to our lifestyles and our roster of brands. We are honored and thrilled to be chosen as their agency of record.”

Working alongside Atherton will be JAM Collective’s Amy May. The team brings years of experience and fresh ideas to the partnership.

Luno joins the band of JAM Collective clients representing some of the world’s best active lifestyle, outdoor, bike and fashion brands including glerups, IceMule, Osprey Packs, OtterBox, prAna, Snow Peak and Vasque Footwear.

______________________________

About Luno

Luno is a movement in the way people travel. Built on exploration and innovation, we create gear to enable you to sleep wherever the road takes you, by transforming your car into your campsite with vehicle-based camping gear. From weekend warriors to backcountry overlanders, our products are designed to bring comfort to wherever your travels may take you. www.lunolife.com

 

About JAM Collective

Founded by Julie Atherton and based in San Francisco, California, JAM Collective focuses on strategic planning, effective social media networking and influential product placement to initiate brand visibility and further connect its clients with consumers. Over the past 20 years, JAM Collective has evolved into a versatile and accomplished public relations and media agency with an impressive roster of nationally and internationally recognized clients, all the while maintaining a deep level of client involvement. Current clients include: Osprey Packs, OtterBox, prAna, Snow Peak and Vasque Footwear. www.jamcollective.net

Today, Dakine announces the launch of Ohana Means Family, a nationwide campaign designed to recognize students, educators and families who have helped to foster community, and inspire learning amidst the heavy emotional and financial impacts caused by the coronavirus pandemic. To participate in the contest, individuals are encouraged to nominate elementary, middle school, high school, college or trade school classrooms in their community that have shown communal resilience over the past few months. Dakine will select 100 classrooms and giveaway 3,000 backpacks across the U.S. in time for the upcoming school year.

“Community has always been a pillar for Dakine. With schools being closed and communities unable to come together in traditional ways, the economic divide in the U.S. has become more apparent than ever. Students and their families faced significant adversity and learning challenges while teachers have been forced to adapt on the fly. We’re inspired by those who found creative solutions to keep the education process moving forward during these unprecedented times,”says Pam Levine, SVP for Dakine.

To nominate a classroom, a video (30 seconds or less) must be shared on one’s Instagram feed, telling the story of a teacher, classmate, student or administrator who inspired, or helped someone overcome remote learning challenges or positively impacted a classroom during the global pandemic. The post must include the hashtag #DakineOhanaContest and tag @Dakine. To finalize the nomination, applicants must submit the contest form on www.dakine.com/ohana-means-family/ with a link to one’s Instagram handle.

“Ohana is a Hawaiian word meaning family, community and unconditional love. Born in Hawaii over 40 years ago, the Dakine Ohana has always been at the heart of everything we do and our products have always played a key supportive role in students’ back to school season,” adds Levine. “We want to bring to light great community stories and support students getting back on their feet this upcoming school season, whether it is in person or remotely. If we can bring a good day to the educators, students, parents and leaders who have inspired us and others through this difficult time, that’s what counts.”

Contest nominations will be accepted beginning at 12:00 a.m. Pacific Daylight Time (“PDT”) on July 7, 2020 and the contest ends at 11:59 p.m. PDT July 31, 2020. Winners will be announced the week of August 10, 2020. For more details or to nominate a classroom, please visit, www.dakine.com/ohana-means-family/. For more information about Dakine and the Ohana Means Family campaign, please contact Account Manager Katie Hostetler at Katie.Hostetler@rygr.us.

###

About Dakine

Founded in Hawaii in 1979, Dakine creates trusted packs and bags, accessories, apparel, and outerwear for people who love to surf, snowboard, mountain bike, ski, windsurf, kiteboard and travel.For more information, please visit https://www.dakine.com/