Deep's Last Year in Video - 2011 recap
Holy moly 2011 was a whirlwind for Deep Communications. Not only did we work with top tier brands including Quiksilver, Red Bull, Lib Tech, Gnu, Jones and Olukai, but also on the film sensation "The Art of FLIGHT" and debut of Travis Rice's first-of-kind contest Red Bull Supernatural. It's hard to put the last year into words, luckily our friends at Death Cookie Entertainment did a beautiful job of putting it into a video. This isn't everything from last year, just a few highlights that we're awfully proud of.
Jeremy Jones and Jones Snowboards featured in Men's Journal
Men's Journal features Jeremy Jones, the splitboarding movement and the 2013 Jones Snowboards Solution in the March 2012 issue on stands now. Click on the cover image below to read the feature and see more of the photos used in the online post that accompanied the magazine piece.
Quiksilver Cypher Heated Jacket featured on 'Wake up with Al'
The Weather Channel and Steve Mazzuchi did a segment on tech winter gear for the holidays during 'Wake up with Al.' The Quiksilver Cypher was heavily featured just nine days before Christmas. You can watch the clip here: http://www.weather.com/weather/videos/on-tv-43/wake-up-with-al-362/al-pulls-the-ripcord-22967
Mademan.com Chooses the Jones Flagship as 'Awesome Gifts a Man Should Ask For'
THE WEEK features Lib Tech's T.Rice Pro HP as a 'Best Gift for Skiers or Snowboarders'
From the December 9, 2011 issue of THE WEEK, a magazine designed for the way busy executives live today.
Jones Hovercraft Wins Men's Journal 'Gear of the Year'
Outside Magazine's Gift Guide features Lib's LTD T.Rice and The Art of FLIGHT
Travis Rice, Lib Tech and The Art of FLIGHT have a big day in Outside Magazine's Holiday Gift Guide. The Art of FLIGHT book is a collector's edition read that also contains the film on DVD and Blu-ray in a pop-up 3D box. But guess what? The LTD snowboard comes with a copy of the book! Double win.
A nice looking page...
A nice looking page...
CBS Eye on New York Features "The Art of FLIGHT" book
"The Art of FLIGHT" book is shown starting at 4:00. Check it out at http://newyork.cbslocal.com/video?auto&topVideoCatNo=default&clipId=6472908
Complex Magazine features Lib's Dark Series with Bent Metal Bindings
There's some other gear on the page, but who gets front and center? The Dark Series. Stoked to share Lib and Bent with a more mainstream, tastemaking audience in Complex.
They say about the package:
"This shred stick has loads of flex and big pop for hucking in the terrain park thanks to a basalt and fiberglass core. The bindings have a bat wing ankle strap for extra support when you're stomping landings."
They say about the package:
"This shred stick has loads of flex and big pop for hucking in the terrain park thanks to a basalt and fiberglass core. The bindings have a bat wing ankle strap for extra support when you're stomping landings."
Travis Rice and "The Art of FLIGHT" on the Weather Channel's morning show
Rice may be on tour, but he woke up really early a few weeks ago to go live on the Weather Channel to talk about "The Art of FLIGHT," whether the film will go to 3D and of course, weather. The spots ran throughout the morning with different spots recorded live at 5:40AM and 6:40AM PST. The producer I worked with told me that during Hurrican Irene, the Weather Channel morning show had over 160 Million viewers.
What do "The Art of FLIGHT" and "Moneyball" have in common?
The Fanfair page in October 2011's Vanity Fair! The one with Angelina Jolie on the cover. For full page, click on download link below.
| vf_oct2011_flight.pdf |
Lib Tech Ecomotional Outerwear on ESPN.com
100 percent recycled outerwear: Many companies are stepping into the eco-friendly outerwear game, but Lib Tech is leading the way with its line of outerwear made completely (down to the zippers) from recycled bottles ($175-280). Why bottles? "Hemp technology isn't quite there yet to make it as waterproof as we need it to be," says Lib Tech's Trevor Phillips. "Bamboo is a good renewable resource, but it takes a lot of chemicals to break down. We found that recycled bottles worked best." Why doesn't everybody jump on the bandwagon, then? "Cost," says Phillips. "It just costs more."
Travis Rice on "The Art of FLIGHT" in September's TransWorld SNOWboarding
"The thing is that this is the best shit I've ever done. Hands down," says Rice in the 'Proform Spotlight' interview.
ESPN.com spotlights Quiksilver's Travis Rice Backpack
When Mike Horn headed up to the PNW for a board test with Lib Tech (one of Deep's clients), we kitted him out with some other great new accessories to also test in the field. He made good use out of the next season's Travis Rice backpack made by Quiksilver and shared the experience on ESPN.com in a raving review. Click the image to link directly to the full gear post on ESPN.com.
OluKai in Outside Buyer's Guide. TWICE!
In this May (2011) Summer Buyer's Guide, Outside editors say of OluKai, "OluKai just might be our new favorite shoemaker. Like almost all of its offerings, the Kama'ainas nail the look and, thanks to top-shelf materials and smart construction, are comfortable for all-day hoofs around town." On the women's side, the gorgeous Kukuna is featured. I just wore an identical pair honeymooning in Mexico and they performed fabulously in fashion and function.
Born Near Canada (in the USA). Lib Tech Attack Banana in Outside, March 2011
OluKai's Women's line in FOAM Magazine
You've probably heard me talk about how gorgeous OluKai's new women's line is. This month Foam recognizes the line online and in the May issue in 'OluKai: Hawaii Five-O.'
Here's what they had to say:
Hawaii-based shoe purveyor OluKai has been making sandals for just over five years (they’re the official footwear of the Hawaiian Lifeguard Association)—though their past offerings were rather no-frills. This season, to our great delight, they’ve added downright beautiful beach sandals to their slate of classic cool-and-comfortable styles. “We drew our inspiration from the richness of the Hawaiian landscape,” says Trisha Hegg, OluKai’s brand director—such as, in Hegg’s poetic words, “vibrant hits of color from an underwater glance at a fish or a tropical hike through bright, blooming flowers.” Sandals from the new line play well both on the beach and off, with their versatile leather silhouettes in decidedly un-shy colors. Bonus: These shoes are eco-friendly, plus they last (the workmanship behind them is rock solid). “We use natural latex gum rubbers, repurposed compounds and recycled packaging,” says Hegg. Okay, enough: any more reasons to buy these and our heads would explode.
Here's what they had to say:
Hawaii-based shoe purveyor OluKai has been making sandals for just over five years (they’re the official footwear of the Hawaiian Lifeguard Association)—though their past offerings were rather no-frills. This season, to our great delight, they’ve added downright beautiful beach sandals to their slate of classic cool-and-comfortable styles. “We drew our inspiration from the richness of the Hawaiian landscape,” says Trisha Hegg, OluKai’s brand director—such as, in Hegg’s poetic words, “vibrant hits of color from an underwater glance at a fish or a tropical hike through bright, blooming flowers.” Sandals from the new line play well both on the beach and off, with their versatile leather silhouettes in decidedly un-shy colors. Bonus: These shoes are eco-friendly, plus they last (the workmanship behind them is rock solid). “We use natural latex gum rubbers, repurposed compounds and recycled packaging,” says Hegg. Okay, enough: any more reasons to buy these and our heads would explode.
OluKai named 'Breakthrough Brand of the Year'
This week OluKai won Breakthrough Brand of the Year. That's a pretty cool honor. And in this case it's spot on. OluKai's new women's sandal and closed toe collections are on point. It's fun (and an honor) to work with new, growing and innovative brands. Cheers to the OluKai 'Ohana.
I'm a Banana
After a decade of working trade shows, I finally had the opportunity to wear a costume. Deep joined the bunch of bananas at Lib Tech's SIA booth. From experience, I can now say that wearing a costume at a trade show is more comfortable and fun than not wearing one. Here's an awkward video showing both the banana suit and Lib Tech's Travis Rice Horsepower Splitboard with C2BTX.
Elevation Outdoors Awards Editor's Choice to Jones Mtn Twin and Lib's Rasta NAS
It's good to be a winner. Especially when two clients can win.
Good Bye Old Friend
The action sports world is in mourning this week, as surfer Andy Irons left the world way before his time. At the exact moment that news of his very sad and untimely departure hit, Deep received news of another passing. ASR.
I've worked with ASR for nearly nine years. The confidence people at ASR had in me from early on allowed me to build Deep and create my own business. Short of the 2000 campaigns, I never worked harder or cared more for a task at hand than I did during ASR. Those incredibly long three days twice a year pushed me to the edge, but also allowed me to meet hundreds of creative, passionate and talented people. Budding entrepreneurs brought forth an idea and were taking a risk to bring it to life. I saw brands like AMBN, O'Quinn and Atwater launch their first lines at ASR and grow them over the years as more retailers took notice and gave them a shot. It's a 29 year legacy that deserves some respect in an industry now-dominated by lightening fast changes based on trends.
It wasn't always easy. But, I'll miss ASR and working with the hardworking, smart people there tremendously until we cross paths again.
I've worked with ASR for nearly nine years. The confidence people at ASR had in me from early on allowed me to build Deep and create my own business. Short of the 2000 campaigns, I never worked harder or cared more for a task at hand than I did during ASR. Those incredibly long three days twice a year pushed me to the edge, but also allowed me to meet hundreds of creative, passionate and talented people. Budding entrepreneurs brought forth an idea and were taking a risk to bring it to life. I saw brands like AMBN, O'Quinn and Atwater launch their first lines at ASR and grow them over the years as more retailers took notice and gave them a shot. It's a 29 year legacy that deserves some respect in an industry now-dominated by lightening fast changes based on trends.
It wasn't always easy. But, I'll miss ASR and working with the hardworking, smart people there tremendously until we cross paths again.
Men's Journal Features Jones and Lib Tech
Spot on write ups for freeride board the Jones Flagship and all-mountain charger Lib Tech's Banana Magic. Check out the November issue of Men's Journal to find your ride for the season.
Voila! Lib Tech's a Winner for National Geographic Adventure's Gear of the Year
Check it out! Lib Tech's Voila, a split version of the Travis Rice C2BTX horsepower (lighter weight, lots of pop), just won National Geo's Gear of the Year. It's the only core snowboard or snowboard product period on the list.
Award Season! Jones Mountain Twin Wins Outside Magazine's 2011 Gear of the Year
Outside Magazine is a rarity in the media world today in a number of ways. It provides in-depth, often core oriented outdoor stories and gear to the mainstream. It is also one of the few magazine's still dedicating a significant amount of pages to product and doing so successfully. Finally, Outside puts gear through fairly rigorous testing before handing out awards.
For Jones Snowboards' debut line, winning Outside's highest honor is a big deal. Congrats to Jeremy and the Mountain Twin, a freeride twin tip snowboard made for slashing, spinning and burning all-mountain.
For Jones Snowboards' debut line, winning Outside's highest honor is a big deal. Congrats to Jeremy and the Mountain Twin, a freeride twin tip snowboard made for slashing, spinning and burning all-mountain.
ASR Dominates the Cover of California Apparel News
ASR was a fantastic event this August, with new dates, four trade show platforms and a mind boggling number of events. The runway was a standout with tons of edgy swim styles. Here's some of it as covered in California Apparel News.
Chilling out with Quiksilver snow in NYC
Deep had the pleasure of working with Starworks, Mervin and Quiksilver and Roxy's internal PR teams on a fantastic snow preview event at Polar in midtown Manhattan last week. Thanks to everyone for stopping by.
Jones' Wins Backcountry Magazine's Editors' Choice
Congrats to Deep client, Jones' Snowboards, with the brand's win of Backcountry Magazine's Editors' Choice award for The Solution, a splitboard in the debut line from Jones.
Raves for OluKai from Outside and Runner's World
The editors at Outside Magazine call OluKai's Kia'i (guard) Trainer their favorite water shoe this year. Meanwhile, Kate Sieber calls out the 'Ohana in Runner's World as a new breed of flip flops with support - a great running recovery option. Below are the online versions, but also find them in print in the Summer Buyer's Guide and July issue respectively.
Making the Hometown Paper
There's nothing quite as rewarding as making the cover of the hometown paper. Friends and neighbors see it and the community can share in what you and your company do. This week Asymbol Gallery grabs the cover of Jackson Hole News & Guide's 'Stepping Out' section with a painting by Mike Parillo. Inside Katy Niner writes a soulful piece on the gallery, its inspiration and the motivations behind creating it. And in Orange County, the Register covers OluKai's 'Ohana Giveback Day food drive. The crew gathered over 20 shopping carts full of donated food for StandUp for Kids.
Tastemaker Blogs Are Feeling Asymbol Gallery
All the marketing heads are really fired up on the tastemaker blogs. While Deep still believes that there's also value in traditional media ie TV, news, mags, for a project like Asymbol these blogs are the perfect audience. The readers (and bloggers) are hip, young, web savvy and can quickly relate to an all online gallery. In the last month Asymbol's been called out on most of my favorite tasty blogs including CoolHunting.com, CtotheJL.com's Street Level, Rad Collector and even what is often considered the holy grail of this genre, HypeBeast.com. Check out the coverage below.
ASR Runway on the Cover of California Apparel News
Outside Chooses Quiksilver and Jones as 'best new products'
It's an honor to work with companies and people who I really respect. In fact, that is the only type of brands that I work with. So, when media outlets that I respect, like Outside Magazine, call out my clients it makes my day. At SIA last January, Deep was booked solid bouncing between Quiksilver and Jones Snowboards' booths. It was a debut of Jones Snowboards and retailers and media alike were thrilled to see Jeremy Jones showing the boards firsthand. Quiksilver's launching a new core collection and has some amazing artist collaborations for 2011 throughout the line. Click on the clip to see Jones and Quiksilver make the top products of SIA where That's It, That's All also gets a shout out.
Quiksilver's Travis Rice Backpack on BNQT.com
Last spring I had the opportunity to work with Travis Rice on his first true backcountry signature pack. So at SIA when no one would step up to James Sullivan's camera for BNQT.com I took one for the team. Here's a quick and dirty 60 seconds on the pack.
It takes a village, ASR/Class@ASR/Crossroads
Deep's been a one woman band for quite some time, on purpose. I like to be hands on with my work, relationships and clients and have been afraid that growth would hurt quality. Last week ASR staged with not only the return of Class@ASR, but also Jamie Thomas' Crossroads. Deep was now running PR for three very diverse events in three different locations simultaneously. While I've had great help from Kelly LaPrade on local SD media and media credentialing, which is a challenge at ASR, it was time to build a team.
Michelle Esposito is the perfect fit for Crossroads, she's passionate about skateboarding, an amazing journalist and knows the industry inside and out. Kelly brings her classy style, TV producing finesse and attention to details to Class@ASR. And Death Cookie Entertainment created over two dozen witty, informative video blogs. As a team, we provided the best media work ASR has ever received. Perhaps it's time for Deep to grow in 2010? 2/9
Michelle Esposito is the perfect fit for Crossroads, she's passionate about skateboarding, an amazing journalist and knows the industry inside and out. Kelly brings her classy style, TV producing finesse and attention to details to Class@ASR. And Death Cookie Entertainment created over two dozen witty, informative video blogs. As a team, we provided the best media work ASR has ever received. Perhaps it's time for Deep to grow in 2010? 2/9
OluKai Joins with Deep
Good products supported by an authentic brand story. OluKai is what I hope for in a client. Passionate, patient, talented people with a clear direction on what their brand is and where it's going. The sandals and footwear are completely unique in their quality, fit and look. But what is as impressive is the Ohana giveback program, which has a clearly focused vision and the commitment to becoming a partner to the Hawaiians in all areas; environment, safety (the Hawaiian Lifeguard Program) and lifestyle.
Tearing Out a Brick Damages the Whole Wall
My former editor at Transworld Snowboarding told me something once that's stuck with me in communicating about action sports and beach/mountain lifestyle over the years. "No one wants to read a negative story about snowboarding." At the time I was covering the closing of Jackson Hole's iconic tram for the magazine. While bummed about losing the red box (it's back now), I kept my coverage straightforward and as positive as possible on his advice.
Basically, outside of our little industry bubble, surfing, skating and snowboarding/skiing are what people do strictly for fun. It's what people choose to do in their limited spare time as an escape from the many daily obligations. That's why we buy a new board or read an enthusiast magazine. Lately it seems that with every piece of news released, an angry insider's first reaction is negative. Then posted everywhere for consumers to read. By tearing out one brick, they seem to be forgetting that they're damaging the whole wall. Times are tough and the only way for the action sports industry to prosper into the future is to do so as a whole and remember that a relaxed, fun front is what will appeal to consumers. No one wants a Debbie Downer or Negative Ned at their party.
12/8/09
Basically, outside of our little industry bubble, surfing, skating and snowboarding/skiing are what people do strictly for fun. It's what people choose to do in their limited spare time as an escape from the many daily obligations. That's why we buy a new board or read an enthusiast magazine. Lately it seems that with every piece of news released, an angry insider's first reaction is negative. Then posted everywhere for consumers to read. By tearing out one brick, they seem to be forgetting that they're damaging the whole wall. Times are tough and the only way for the action sports industry to prosper into the future is to do so as a whole and remember that a relaxed, fun front is what will appeal to consumers. No one wants a Debbie Downer or Negative Ned at their party.
12/8/09
Gossip Girl Goes to Deep for Beach Episode
This afternoon I got an e-mail from Gossip Girl's Wardrobe Dept looking to outfit the cast for a beach party. How does this boutique beach/mountain firm know Gossip Girl? Research and out reach. Over the summer, we went full throttle to find new mainstream media to attend ASR in search of new looks. After calls to Gossip Girl's production company, set and eventually the wardrobe dept, I spoke with someone who was stoked on finding new surf/skate brands for the show. While they couldn't attend ASR, because of a date conflict with NYC Fashion Week, the Wardrobe Dept did hit me up today.
Since Deep doesn't currently rep a surf/skate/swim line, I couldn't directly help a client. But, I was able to stoke out some friends and make sure that authentic action sports brands are represented in the mainstream.
11/12/09
Since Deep doesn't currently rep a surf/skate/swim line, I couldn't directly help a client. But, I was able to stoke out some friends and make sure that authentic action sports brands are represented in the mainstream.
11/12/09
Jones Going with Deep
Jeremy Jones just chose Deep Communications to represent his new company Jones Snowboards. I’ve enjoyed interviewing Jeremy over the years and working with him during the release of “That’s It, That’s All.” Many athletes can excel in their sport, but true athletes go beyond to evolve film, companies, non-profit efforts and contests that progress their sport on and off-hill.
Jeremy’s not only the world’s preeminent big mountain snowboarder, but also a talented businessman and a visionary for environmental causes with his non-profit Protect Our Winters. The new board line is sure to push the level of all mountain riding with innovative shapes, eco-sensitive designs and new concepts.
10/26/09
Jeremy’s not only the world’s preeminent big mountain snowboarder, but also a talented businessman and a visionary for environmental causes with his non-profit Protect Our Winters. The new board line is sure to push the level of all mountain riding with innovative shapes, eco-sensitive designs and new concepts.
10/26/09
