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Rusty Welcomes LJ O'Leary as New Marketing Brand Manager
O'Leary will jump in head first to promote Rusty's 'Single Life' campaign
through assets in U.S. and abroad
Irvine, CA, August 2, 2011 - Rusty North America (http://rusty.com/us/index_intro.php) has welcomed Joseph 'LJ' O'Leary to the Rusty family in a newly created position as Marketing Brand Manager to oversee all elements of Rusty apparel and other marketing efforts.
In this new role, LJ will be fundamental in supporting and streamlining brand positioning and marketing, starting with the Spring 2012 collections. He will ensure that the marketing message is translated to the consumer from retail partners through advertising and point-of-sale, including cross-promotion via Rusty's social media, athlete and event assets.
LJ will also serve as the liaison between the brand's creative group in Australia, Rusty North America and Rusty Surfboards, communicating trends and helping to identify creative needs in the U.S.
"I'm thrilled to have LJ on board and bring his passion to the team as we continue to move Rusty into new directions," said Charlie Setzler, President, Rusty North America.
"Rusty has created a lasting legacy for more than 25 years and LJ will help steer the next chapter of our brand's forward-thinking marketing approach."
LJ started his action sports career at Fox, where he led efforts to promote and launch Fox's lifestyle brand, and succeeded in opening doors to new consumer groups outside the company's roots in motocross.
LJ started at Fox as a designer, was quickly recognized by the Marketing Director and promoted to Lifestyle Marketing Coordinator, then Brand Ambassador.
After six years at Fox, LJ worked and collaborated with DVS, Matix, Ezekiel and Element Skateboards. In addition, he spent time at OKAY!! OKAY!!, a full-service boutique marketing, creative and design agency, owned and operated by his mentor, Luis Calderin.
"I am honored that Rusty created a position that allows me to channel the super duper nuclear love, steeze and passion that identifies directly with my lifestyle," said O'Leary. "We are making moves so stay tuned....here's to The Single Life!"
O'Leary will directly report to Charlie Setzler, and work in tandem with Marketing Manager, Steve Reiley. He will be based out of the La Jolla Group offices in Irvine, California.
For more information about Rusty, please visit www.rusty.com.
Founded in 1985 by iconic surfboard shaper, Rusty Preisendorfer, Rusty is a brand with its roots firmly planted in the pursuit of the surfing lifestyle. Known worldwide for its top-quality, progressive product and distinct R-dot logo, Rusty features an apparel mix for men and women that includes boardshorts, hoodies, tees, knits, dresses and accessories.
Inspired by surf, art, music and design, Rusty is sold by leading youth sportswear retailers and core surf shops worldwide. La Jolla Group, Inc., the world's premier apparel licensing company, holds the license for Rusty North America and is based in Irvine, CA. For more information, visit www.rusty.com.