Marketing and Creative Direction for Active Outdoor Product Brands
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Do Radical Collection

The Do Radical Collection is inspired by Hannah Fuller’s lifestyle of traversing the earth in search of skate spots, waves, and powder. It’s a positive perspective aimed at joining the movement towards making the world a better place, all while having fun and riding boards. 

To get radical on boards, we need fresh air, snow, and a clean ocean. The Do Radical Collection recognizes this connection and keeps the planet in mind.

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PROJECT OVERVIEW
One of a series of product collaborations featuring independent artists and riders who find inspiration in the ocean, mountains and nature.

PROJECT GOALS
1   Co-create a product story that combines the artists narrative and style with Dakine's to create something unique.

2   Support like-minded individuals that inspire us through their creative contributions to the riding community.

3   Reflect the creative attribute of Dakine's target customer and brand personality.


Story Photography

PROJECT DELIVERABLES
- Go-to-market plan created with design, marketing, product development and sales teams.
- Artist contract and royalty agreement.
- Brand and artist collaboration management.
- Owned, paid and earned marketing strategy.
- Content creation plan, including on-location photo and video shoot during a road trip from Oregon to California.
- Product design deliverables: collection branding, colorway styling, custom packaging.

Sell-in deliverables: Rep and distributor presentation kit, studio product photos, catalog story and product pages, sales meeting and tradeshow presentations and displays, trade PR and industry product seeding.

Sell-through deliverables: Campaign roll-out on social, dakine.com and email, influencer product seeding, 3-minute video, photo lookbook, paid social ads, media partner promotions and display ads, media PR and events, retailer assets launch kit and window displays.


Social


Video


Media Coverage


Dakine.com

Dealer Catalog

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Studio Photography

PROJECT CREDITS
Artists / Riders: Hannah Fuller, Jill Perkins, Katie Nalder
Marketing Director: Scott Koerner
Digital Marketing Director: Colleen Quigley
Art Director: Justin Mooney
Graphic Designer: Alex Erickson
Product Designer: Kristin Gerlach
Photography:  Mark Welsh, Justin Mooney
Video: Tyler Malay, Jon Hechtkopf