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Details on Industry Insight.
Today, with check in with a SRH, a smaller brand that targets the surf, skate, moto and music sectors.
National Sales Director Sammy Nigh tells us about SRH’s new interactive ad campaign, the brand’s growth and its interesting, crossover positioning.
SRH started in 1991 as more of an events and promotions company in Mission Beach, Calif. SRH stands for Supporting Radical Habits.
Owners Ryan White and Kevin Zinger put on shows with bands like Pennywise, Offspring, and Sublime, and the clothing evolved from there.
We started sponsoring our friends who were surfers and skaters that were pushing the envelope. Not typical contest surfers, but guys like Christian Fletcher who were doing airs, and more progressive moves.
From there we started getting guys who rode moto coming to our shows, and we started hooking them up with clothes.
These guys were part of a new breed of moto guys who weren’t into racing but more into free riding like Tommy Clowers and Jeremy “Twitch” Stenberg.
Kevin Zinger still runs Suburban Noise, a record label that has bands like Unwritten Law and the Kottonmouth Kings.
He also has Regime Inc., a management agency with bands and talent like Jason Ellis (former pro skater now on Sirius radio), Unwritten Law and the B-Side Players. Zinger is still part owner of SRH with Ryan White, but Ryan mostly runs SRH, and Kevin focuses more on Suburban Noise.
Our target audience has always been those pushing the boundaries - surfers, skaters, and musicians.
Our newest ad features Alex “Zadda” Zawadzki charging a crazy wave at Shipsterns Bluff in Tasmania.
We are using this ad to launch a new marketing initiative that ties in print media with digital/video.
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