Men shop on Mars, Women shop on Venus

Sparked by a new website design, Ahnu Footwear initiates a strategic shift in how it communicates with male & female consumers

ALAMEDA, CALIFORNIA -- With the launch of a new website and a series of upcoming branding initiatives, Ahnu Footwear ( is making a distinct shift to allow gender-specific communication to male and female audiences.

While traditional marketing pushes for a consistent look and feel across an entire brand to all audiences, Ahnu will embark on a different path … honing their brand for two constituencies with distinctly different desires.

“The reality is that men and women are seeking different things, even from the same brand. At Ahnu, we're acknowledging that reality not just through product with technical features and color palettes, but with the overall brand experience as well,” said Jim Van Dine, president of Ahnu Footwear.

Ahnu's gender-specific approach begins with their products. Since their launch in 2007, Ahnu's unique men's and women's collections have embodied distinct aesthetic and performance attributes . And in coming seasons, that edge will become even sharper.

The Ahnu branding difference continues with a shift in art direction, which began with subtle changes to their new website,, which launched this week. In the new website, the delineation between Ahnu's men's and women's collections – in both structure and execution – lays the foundation for gender-specific branding and outreach.

Ahnu will also unveil a new packaging strategy in the coming months that will directly affect the hands-on experience of male and female consumers. The look, feel and informational content will be shaped and micro-branded to appeal to specific genders.

“The immediate comfort and noticeable style of Ahnu designs have continually drawn a strong, positive reaction from both men and women,” added Jacqueline Lenox, vice-president of marketing and design. “Through these branding adjustments, we're simply continuing that conversation in a way that makes sense.”

About Ahnu Footwear

Ahnu Footwear is built for uncompromising performance in all environments, including trail running, outdoor cross-performance, and travel. Ahnu's unique “go anywhere” design philosophy is centered around the balance of performance and lifestyle and a commitment to the highest possible environmental and social standards. A portion of Ahnu ownership is held in an outdoor trust, permanently committing a portion of their future success to conservation and advocacy work.

For more information regarding Ahnu Footwear, please our website at, or contact Drew Simmons at Pale Morning Media,, 802.583.6069.



Ahnu Footwear introduces Norden & Norden Mid light hiking shoe

ALAMEDA, CALIF. (July 15, 2007) – With the cooler days of autumn on the horizon, the original outdoor lifestyle footwear brand, Ahnu Footwear, is introducing the Norden and Norden Mid, a pair of waterproof light hikers with trail-ready outsoles and the brand's signature easy more

Eastern Mountain Sports Introduces Workhorse Pack Series for Men/Women

PETERBOROUGH, N.H. (April 19, 2007) – Expanding its backpacking product range targeted at core to novice enthusiasts, Eastern Mountain Sports, one of the nation's leading outdoor specialty retailers, today unveiled the EMS® Workhorse Pack Series for men and women. The more

Ahnu Footwear commits $10,000 to the Breast Cancer Fund

ALAMEDA, CALIFORNIA (November 9, 2009) -- Continuing its commitment to protect the environment as well as its inhabitants, Ahnu Footwear has pledged $10,000 to the Breast Cancer Fund and its work to eliminate the environmental causes of the disease.Ahnu Footwear will provide more

Turn Miles to Conservation Dollars with "Make it Count" At ORSM

ALAMEDA, CALIFORNIA (For Immediate Release)- Ahnu Footwear, Plus 3 Network & The Conservation Alliance are rewarding ORSM journeys with a chance to win a Specialized mountain bike and up to $2500 for the Conservation Alliance. Each summer, more than 100,000 miles are walked in more


Footprint Discovered on Mars

Scientists in Massachusetts are looking closely at a new photo recently published from the Mars Rover. The magnified photo appears to show an outline of a human footprint. The footprint shows up near the Aeolis quadrangle on Mars. Among all the controversy, one of the most more

Tarma Designs Takes Away "Taboo" of Men's Jewelry

PETALUMA, CA (February 14, 2008) – Some things in life go hand in hand: women and shopping; kids and dirt; men and – jewelry? Ok, so maybe the majority of the male species hasn't yet become married to the idea of accessorizing, but jewelry for men is a trend that's currently more

Pale Morning Media inks project contract with Vermont Fish & Wildlife

WAITSFIELD, VERMONT (for immediate release) – Pale Morning Media LLC, a public relations and strategic communications agency specializing in the outdoor world, was retained this week by the Vermont Fish & Wildlife department for spring 2011 project work.The Vermont Fish & more

ZOIC™ Unveils Spring 2013 Men's and Women's Styles

ZOIC has announced several Spring 2013 product highlights that include men's and women's Nirvana and Collins Plaid woven riding shirts, stylish Grove cargo shorts that perform on and off the mountain, the radically enhanced Ether Premium DWR shorts for men, and the Women's Aura more

Image placeholder title

National Association of Women Business Owners honors Purnell co-founder Brita Womack

SANTA BARBARA, CA – In recognition of the rapid evolution, growth and success of the Purnell clothing line, Brita Womack has been named “Entrepreneur to Watch in 2016” by the National Association of Women Business Owners (NAWBO), Santa Barbara Chapter.  A full line of versatile more