Sanuk Launches Global Brand Campaign

Sanuk Launches Global Brand Campaign

Sanuk, a division of Deckers Brands, announced the launch of its multi-platform, global marketing campaign 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.