Lokai Asks People to #ChooseToChange with Breakthrough Initiative and Black & White Pair
Featuring Olympic Fencer Miles Chamley-Watson, the global campaign explores how he chose to change his world
NEW YORK, Feb. 8, 2017 /PRNewswire/ -- This February, Lokai®, the socially responsible balance brand, launched its new Black & White bracelets with #ChooseToChange. The multi-channel campaign supports the brand's first product that allows people to make a difference by choosing which charity their Lokai will benefit.
"For so many, these last few months have been a time of uncertainty and change," said Steven Izen, Lokai Founder & CEO. "With the launch of the new Black & White Lokai, we are giving people a wearable reminder that you have the power to make a difference."
For the launch of the Black & White pair, Lokai is teaming up with Autism Speaks, National Pediatric Cancer Foundation, The Nature Conservancy, The American Society for the Prevention of Cruelty to Animals, The American Society for the Prevention of Cruelty to Animals, The Women's Alzheimer's Movement and The American Heart Association. Consumers can choose which of these charities their Lokai will benefit.
The #ChooseToChange campaign is built around a series of life stories that celebrate those who have chosen to change their own world. In the first film, we follow the World Fencing Champion and two-time Olympian, Miles Chamley-Watson, as he revisits his high school, where he first picked up fencing, and walk with him through his personal journey so far.
Watch the first film https://youtu.be/b7LuBK1Uvfc
The content was developed using a 360 camera, capturing a series of seemingly "tiny world" visual effects. The videos offer an intimate glimpse into the worlds of each individual, focusing on the challenges they each had to face in order to get to where they are today, and how choosing to change their perspective ultimately changed their entire world.
Subsequent chapters of #ChooseToChange will feature fitness instructor and motivational speaker Jacy Cunningham, as well as model Diandra Forrest, as both offer their untold stories, focusing on the highs and lows they have each faced in order to ultimately achieve greatness today. Jacy brings his personal identity issues to light as he discusses the high and low points of becoming a professional football player, while model, mother and activist, Diandra, shares her experiences growing up as one of the only children in her neighborhood with albinism.
The Black & White Lokai retail for $36 and are available on Lokai.com and through all wholesale partners. Each Black & White Lokai purchased in 2017 comes with a unique code. By entering your code and selecting one of the charities on Lokai.com/mycause, Lokai will donate $2 to the charity of your choice. Lokai has committed to a minimum donation of $10,000 to each charity listed. Limit one code per Black & White pair.
About Lokai
Lokai is a socially responsible lifestyle brand that represents the importance of finding balance along life's journey. Steven Izen founded the company in 2013, on the heels of a deeply emotional and transformative experience. Realizing that life is a cycle of highs and lows, he grew to appreciate the importance of remaining both humble and hopeful. The company infuses its trademark bracelets with elements sourced from the highest and lowest points on Earth – water from Mt. Everest and mud from the Dead Sea. The Lokai lifestyle is devoted to finding balance, sharing success during life's peaks and gaining perspective during lows. Lokai supports this message by donating 10% of net profits to various charitable organizations. Since launching, Lokai is sold in over 160 countries. Please visit www.lokai.com for more information.
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SOURCE Lokai
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