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Details on Industry Insight.
Rip Curl and Skullcandy have teamed up to create the Mick Fanning Signature Audio-Enabled Hoodie, Rip Curl’s first collaboration with an endemic company.
We asked Rip Curl Marketing Director Dylan Slater some questions about the new effort, including how the launch will be tied into the upcoming Rip Curl Pro Search Somewhere in San Francisco contest.
We started talking with Skullcandy last February about the collaboration. We both sponsor Mick Fanning, who's a two-time ASP World Champ, so it made sense for us to collaborate together around him, and launch a product unique to the marketplace and authentic to him. Mick loves a good soundtrack. Whether he's at a contest, on a plane, at his house, or training, he pretty much has his music going at all times.
The concept of the product is combining a Rip Curl hoodie with Skullcandy's sound technology to make a “Mick Fanning Signature Audio-Enabled Hoodie.”
There are two removable speakers in the hood that are connected with an easily accessible iPod jack in the pocket. There's one style, three colorways, and it's essentially a reflection of Mick's taste - his input was taken on board from start to finish.
We ended up getting Steve Sherman to shoot Mick in New York City. We ended up getting some amazing photos that represent the essence of the product perfectly. We're really happy with how the creative turned out, so the visual component of this project matches our enthusiasm for the product.
We will launch this product at the Rip Curl Pro Search “Somewhere in San Francisco” on November 3. One of the main product messages of the event will be promoting this collaboration, and we will have an official “Product Launch Event” on November 3. A microsite will be going live on ripcurl.com, as well as an advertising campaign that will be seen across both print and digital platforms.
This was definitely one of the first endemic collaborations we have explored. Being able to partner with another category expert has been a great opportunity, and hopefully there will be more down the road.
We are partnering with a handful of specialty retailers; however, the complete list is still being finalized. We have some great partners already on board, and the full partner list will be available when the microsite goes live on November 1 at www.ripcurl.com/fanningcollab.
We'll be hosting a group of retailers the first week of the waiting period. Our retail partners will be treated to the unique experience of The Search, as well as the distinct energy of San Francisco. Additionally, they'll have the chance to be a part of the official launch of the collaboration hoodie.