K2 Sports Expands Partnership with Verde PR & Consulting

Verde tapped to help bring increased broad market exposure,immersed endemic awareness, to full portfolio of K2 brands

SEATTLE, Wash. (May 2, 2012) –K2 Sports, a leading global manufacturer of outdoor sports gear, today taps Verde PR & Consulting as its agency of record. The partnership will bring added broad market and endemic exposure to K2 Sports and its international portfolio of 16 world-renowned brands and more than 40 consumer product categories.

“Verde’s proven track record in the active outdoor sports industries and its diverse offerings in traditional public relations, social media, and paid media makes it an ideal partner for the full portfolio of K2 Sport brands,” said Anthony DeRocco, president and CEO of K2 Sports. “The Verde team demonstrates a passion and authenticity for our core markets that parallels the culture here at K2 Sports. That, combined with Verde’s depth of experience with broader consumer media, will help greatly increase visibility for and engagement with K2 Sports.”

Based in Seattle, K2 Sports has held a leadership position in skiing and outdoor sports for 50 years. It oversees a diverse global operation that spans numerous outdoor product categories, including skiing, snowboarding, inline skating, Nordic skiing, snowshoeing, and triathlon. Its brands include K2 Skis, K2 Snowboards, K2 Skate, 5150, Morrow, Ride, Line, Full Tilt, Atlas, Tubbs, Madshus, and Zoot.

Verde PR has managed public relations for Madshus skis and Atlas and Tubbs snowshoes since 2009. It will work in the same capacity for the entire K2 Sports brand portfolio moving forward, employing both traditional and digital public-relations strategies and campaigns. The Verde PR team will work closely with individual brand marketing teams at K2 Sports to communicate about distinct product lines and business initiatives, as well as help grow awareness at the top line around K2 Sports as a leading global outdoor sports company.

“Verde is a tight team of strategic-thinking PR practitioners with core market fluency and broad-market reach, and we couldn’t be more excited to partner with such an influential, strongly-rooted company as K2 Sports,” said Kristin Carpenter-Ogden, founder and president of Verde PR. “Our team is genuinely passionate about the lifestyle we work and play in, and K2 is a great match not only because of the innovation it has driven in its categories, but because its culture aligns with ours. We look forward to building a long-lasting partnership.”

Verde PR was founded in the active lifestyle, outdoors, travel, and sustainable-products markets and celebrates its 10-year anniversary this year. Verde PR offices are located in the mountain sport hotbeds of Durango and Boulder, Colo., and Jackson, Wyo.

About K2 Sports

K2 Sports, based in Seattle, Wash., has achieved unparalleled success through innovative product offerings, marketing programs, and multiple brand acquisitions. The company operates 16 brands and is globally renowned for its non-traditional advertising, graphics, and high performance products throughout its portfolio. With wholly-owned subsidiaries in Canada, Central Europe, Japan, Korea, and Scandinavia and distribution in more than 60 countries, K2 Sports continues to assert its position as a global leader across multiple categories of sporting goods. For more, visit: http://www.k2sports.com.

About Verde PR & Consulting

With offices in Durango and Boulder, Colo. and Jackson, Wyo., Verde PR & Consulting is a full-service traditional and digital public relations, marketing, branding, and consulting agency, with an emphasis in sustainability. Verde’s clients are rooted in the outdoor, bike, and snowsports industries, as well as the health and wellness and Lifestyles of Health and Sustainability (LOHAS) markets. For more, visit: http://www.verdepr.com.


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