Tech protection company expands action-sports ambassadors
Surfersvillage Global Surf News, 14 August, 2014 - Incase has formed the SYNDCT, a group of unified brand advocates to be the faces of its Pro User experience. Bound by the demands of constant mobility, tech dependence and excellence in their disciplines, the SYNDCT will be made up of elite athletes, professionals, creatives and cultural advocates who represent the pinnacle of their crafts and demand the best user experience possible in the choice of protective products.
“We’re taking a different approach to brand advocates and giving a creative voice to the Pro Users we design product for,” commented Kelly Magrath, senior vice-president of marketing at Incase. “The initial crew is made of elite athletes who will challenge the boundaries of our newest products and tell personal stories of their user experience through various forms of media we touch.”
Newly appointed Director of Marketing Braden Dahl will oversee the SYNDCT programming with immediate focus on creating both individual and collective ambassador campaigns. Joining the original voice of the brand, Paul Rodriguez, Incase has aligned with pro surfers Kelly Slater and Craig Anderson, pro skateboarder Sean Malto and BMX pro Nigel Sylvester.
P-Rod was the first athlete ever affiliated with the Incase brand and has supported it since 2008. Damon Way, a shareholder and now creative advisor for Incase, brought his former DC Shoes co-founding partner and professional rally car driver Ken Block to the SYNDCT as well. Block and Slater will be supporting a significant new product category the brand is set to announce in Fall 2014.
In addition to being featured in brand campaigns, the SYNDCT will engage Incase’s social communities and drive the brand in multiple ways through providing direction and feedback in product design to R&D, experiential marketing and original content development. Select SYNDCT products will be announced at a later date.