Sanuk Launches Global Brand Campaign, 'Always…Sanuk'

Footwear brand expands its Never Uncomfortable promise with disruptive new creative

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Apr 30, 2015, 08:00 ET

IRVINE, Calif., April 30, 2015 /PRNewswire/ -- Sanuk®, a division of Deckers Brands (NYSE: DECK), the not-so-typical footwear brand, today announced the launch of its multi-platform, global marketing campaign aptly titled, Always…Sanuk. Rolling out in April, the campaign is an evolution of the brand's 2014 campaign aimed at educating the consumer about the Sanuk® brand's 'Never Uncomfortable' message and the inspired lifestyle it is built for.

Always…Sanuk is a celebration of the human spirit through unadulterated freedom in self-expression showcasing examples of people being comfortable in their own skin. The campaign leverages real life situations and fun, fearless emotions through images of friendly motorbike races, archery challenges, desert golf and other smile-inducing activities.

"Our new campaign delivers upon our strategy of expanding the brand philosophy to new consumers, while strengthening our bond with our core audiences," said Ethan Anderson, vice president of global marketing for Sanuk®. "The campaign embodies our aspirational message through warm, visually-driven creative executions that capture the energy of our brand. We're really excited about the progressive direction it is headed."

Captured in Joshua Tree, California, Always…Sanuk was developed by Ignited and leverages a number of paid and native platforms including:

Online lifestyle and endemic media partners such as Pandora, Spotify and GumGum
Numerous social media influencers
On-site event activations including Wanderlust Festivals, Greenroom Festival, Portland Boulder Rally and various tradeshows
Throughout the brand's owned and partner retailers including Journeys, Urban Outfitters and Sun Diego

"When the name of the company translates to fun, the campaign better be fun," said Eric Springer, chief creative officer for Ignited. "We captured that feeling of slipping on a pair of Sanuk shoes and hanging out with a group of eclectic, like-minded, loving friends of all ages that are always game for anything that happens and always comfortable in their own skin."

The Sanuk® brand's campaign features several talents from their diverse and growing arsenal of brand ambassadors including newly announced artist Susan Wickstrand, surfer/musician Donavon Frankenreiter, surf sweetheart Kiana Fores, photographer Steve Sherman and surfing top talent legend Torrey Meister.

The campaign showcases the brand's multi-season, evolved offering with standout new styles like the Kat Collection for women and the Boulevard Collection for men as well as iconic favorites such as Yoga Mat sandals and Sidewalk Surfers®.

About the Sanuk® brand

From its early roots in Southern California surf culture to the global lifestyle brand it is today; Sanuk® continues to deliver lo-fi innovation and comfort through its full range of footwear for men, women and kids. Founded in 1997, the brand takes its name from the Thai word for "fun" and continues to stay true to its "Never Uncomfortable" attitude. Taking cues from its iconic Sidewalk Surfer®, the first-ever shoe/sandal hybrid, the brand has expanded into vulcanized footwear and street-style inspired casual canvas. As part of Deckers Brands, Sanuk currently owns and operates five freestanding stores in the U.S. and is sold in over 40 countries worldwide. For more information please visit www.sanuk.com or follow @sanukfootwear #NeverUncomfortable

About Deckers Brands

Deckers Brands is a global leader in designing, marketing and distributing innovative footwear, apparel and accessories developed for both everyday casual lifestyle use and high performance activities. The Company's portfolio of brands includes UGG®, Teva®, Sanuk®, Ahnu®, and HOKA ONE ONE®. Deckers Brands products are sold in more than 50 countries and territories through select department and specialty stores, 142 Company-owned and operated retail stores, and select online stores, including Company-owned websites. Deckers Brands has a 40-year history of building niche footwear brands into lifestyle market leaders attracting millions of loyal consumers globally. For more information, please visit www.deckers.com.

Media Contact:
Katherine Kulczyk / Turner PR / 212.889.1700

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SOURCE Sanuk