Wow, the landscape of the top action sports brands sure has changed in the last five years. As the industry is in flux, PR can be very valuable to brands by connecting with consumers and retail buyers in an authentic way, building awareness, and protecting reputations.
The most influential skate, surf, and snow brands’ images were built on a truly independent spirit and authentic lifestyle. Shifting to a licensing model or new ownership opens these brands up to tarnishing their images. However, proper PR strategy can maintain their reputations.
As brand leaders evaluate their plans for marketing communication in 2025, the power of PR is something to consider.
PR is establishing and maintaining relationships with the people and groups upon which a company’s success, or failure depends. There are many reasons why a strategic PR campaign can build and protect a brand’s reputation, too many for a short Industry Insight on Shop-Eat-Surf. But there is one imperative PR tactic that can help brands in the action sports industry thrive in the midst of change:
On-Brand Earned Media Coverage
It is time for brands to be proactive and land on-message media coverage in mainstream, lifestyle, and endemic media as well as regular social media coverage through influencers that connect with their consumers.
Unlike advertising, securing a brand’s place in your desired media outlet is based on newsworthiness. There’s no question: a free third-party editorial endorsement is way more valuable than an expensive advertisement. In other words, are your products and company activities new and unique enough to grab the attention of objective editors, writers, and other media influencers who will want to cover them?
The effect of having your company positively featured in targeted media in an authentic way can build upon a skate, surf, or snow brand’s existing credibility – and even boost its sales to new heights.
That’s what PR firms do best. They are experts in media relations. They know what’s newsworthy and can talk the talk with journalists, making them aware of your brand’s products, campaigns, and authenticity.
The action sports industry looks very different today than it did just five years ago, and brand leaders that want to thrive in the coming years should consider the power of PR.
To learn more about the power of PR for action sports brands, visit masterplancommunications.com and set up a time to talk with PR pro Ashton Maxfield.
