Continuing their dedication to bring the aloha spirit beyond the geographic boundaries of Hawaii, ocean lifestyle brand OluKai continues their #AnywhereAloha campaign in 2016 with a new elite list of characters. Anywhere Aloha is OluKai’s way of communicating a brand mission of generosity, connectivity, and a joyful sharing of experiences. On the heels of a highly successful launch last year, OluKai has evolved their roster of creative individuals to include characters from the outdoor, adventure and design worlds to serve as the inspiration for their spring release.
OluKai develops footwear that embodies the spirit of adventure; the brand creates the highest quality product, using premium materials to ensure that explorers everywhere can spread Aloha across the globe.
THE MARINE SCIENTISTS
OluKai has always had a deep connection with water, and thus, the first journey follows Kaiwi Berry and Saiward Turnbaugh–two people who share an unbreakable bond with the ocean and the creatures within. Kaiwi and Saiward come from opposite oceans with different lifestyles, but are living proof that Aloha is just as strong on the East Coast as it is in the Hawaiian Islands. Oahu native Kaiwi works as a North Shore lifeguard, though he spends most of his time leading visitors out on his boat, the Mo’o, for deep pelagic dives and shark tours. Kaiwi’s grandfather was one of the original black coral divers in Lahaina, Maui and Kaiwi soaked in many years of knowledge from his teachings. Saiward works as an accomplished Marine Scientist in Nags Head, North Carolina. To celebrate their mutual respect for the ocean, the two connected by Kaiwi taking Saiward out on his boat to partake in a free dive with sharks. They realized that although each education was extremely different, their shared love, reverence and understanding for the ocean trumps all. OluKai outfitted Kaiwi and Saiward with new Spring 16 styles, with Kaiwi wearing the Mohalu, Moku and Nohea Moku and Saiward repping the Luana, Moku Leather and Ho’opio.
THE GUARDIANS
Joining the 2016 ambassadors is North Shore native Kamu Davis, a Hawaiian lifeguard who has endless knowledge of water and uses his comfort in the ocean to empower kids with autism to ride waves with the organization, Surfers Healing. To compliment Kamu’s knowledge of his homeland, he teamed up with Idaho local outdoorsman, Kyle Smith. Kyle’s deep knowledge of mountain life explains how he became a Swift Water Rescue guide at the age of 18. Kyle can handle the river rapids, find his way through the woods as well as stay calm when saving a life before tragedy strikes. The two outdoorsmen found common ground rafting down the Payette River in the Idaho Mountains, sharing unique perspectives, tricks of the trade and creating a lasting bond. OluKai’s Spring 16 styles the Holona, Nui, Hiapo and Mano were featured in this story.
THE MODERNISTS
Sticking to their supportive background in design, OluKai spreads Aloha far to the northeast corner of the US, traveling to New York City for their last and final stop to connect Hawaiian design star, Michelle Jaime and New York based interior designer Larah Moravek. In Honolulu, Michelle designs with the goal to connect people with the built environment through the rich narrative of Hawaiian experience and Larah similarly approaches her interior design work as creating human connections to a physical space. The two met up to share thoughts on method and influences, and to wander around the city with fresh eyes soaking up the kaleidoscopic cultural landscape. During their journey, the duo swapped design ideas, drew inspiration from local vintage shops, and ventured out to seaside city while wearing OluKai’s key Spring 16 styles, the Upena, Pua, and the Loea.
All campaigns will feature the OluKai design philosophy that celebrates contrast —embracing a diversity of landscapes and experiences. The stories will be told through OluKai’s national advertising partners both in digital and print, with events, retail tours/collaborations, on OluKai social channels by tracking #AnywhereAloha, as well as live on a dedicated landing page on www.OluKai.com/AnywhereAloha. A full video summary of The Marine Scientist campaign can be viewed, here.
About OluKai
OluKai is a sought after lifestyle brand that believes everyone, no matter where they are, can live Aloha. OluKai products feature thoughtful design elements and handcrafted details inspired by the ocean lifestyle. We are committed to partnering with best-of-class retailers with whom we share an unwavering pursuit of excellence. OluKai’s spirit is shared by others through the Ama OluKai Foundation, a 501(c)(3) created to formalize the company’s giveback initiatives. Every OluKai sold supports Ama OluKai Foundation’s mission in Hawaii. For more information visit www.OluKai.com or #AnywhereAloha.
