With Independence Day in the rear view mirror, Backbone salutes the independent-minded entrepreneurs of our newest brand partners: HOKA, AvaTech, Protect Our Winters and Pat’s Backcountry Beverages. As summer is hitting full stride we are excited to work with these new companies to build their brand stories via paid, earned and owned media.
HOKA ONE ONE is the fastest growing premium running shoe brand in the world. HOKA shoes were quickly embraced by the ultrarunning community, and today, more and more road runners, both everyday and serious competitors, are embracing the unique ride the shoes provide. As a brand, HOKA has been on the Backbone radar since they launched. As an agency of runners, HOKA’s technology coupled with first hand endorsement from many of our colleagues and running friends piqued interest. We are stoked to help continue growing the HOKA community and show how these shoes are revolutionizing the running industry.
AvaTech is a start up out of MIT that was first introduced to Backbone through an athlete who was testing the product. After multiple discussions and meetings on skis and over beers with Brint Markle, one of the founders, AvaTech brought in long time Backbone friend Thomas Laakso, formerly Black Diamond’s ski category director. AvaTech is a proactive solution that quickly and accurately analyzes snowpack and facilitates real-time sharing. AvaTech will debut at Banff’s ISSW in September and be available in Winter 2014/15. AvaTech will set out to solve key needs of military, mining, railroad, highway, hydrology, oil and natural gas markets.
Protect Our Winters is a global nonprofit fighting climate change on behalf of the winter sports community. POW’s mission is to engage and mobilize the winter sports community to lead the fight against climate change. Their focus is on educational initiatives, advocacy and the support of community-based projects. With POW, Backbone will be working to engage and grow POW’s social media channels and outreach through programs such as the Rider’s Alliance, a community of athletes and Olympians who have banded together to amplify their first hand experiences and views on the impact of climate change. A great example of the Rider’s Alliance action on climate #actonclimate last month generated over 100 million in a few days in collaboration with the White House and EPA climate regulations.
Pat’s Backcountry Beverages invented the world’s first Beer and All-Natural Soda that allows outdoor enthusiasts to make delicious beverages anywhere. Pat’s patented, portable Carbonator Bottle replaces your standard water bottle with the added feature of being able to carbonate any liquid you put in it. The system significantly reduces the weight of carrying canned 12oz beverages by 87% and space in your backpack by 89%. Pat’s Backcountry Beverages also produces five gourmet, all-natural soda concentrates, made with pure cane juice, key replenishing vitamins and no preservatives
I mean seriously. We love beer and we love doing cool stuff. Pat’s is a perfect solution to every climber, hiker and paddler out there.