p4,6,8 News:SGBGolf_NEW_template 27/04/2009 14:45 Page 4
NISTEX
SGB News
30th June 2009
The first in a series of monthly columns
Street Surfing partners
City Surf campaign
Street Surfing UK is to become a major partner in a new campaign to take
surfing-related sports to children across the UK.
‘Surf Anywhere’ is a national tour over the spring and summer which
ICE Cool Thinking –
aims to introduce children, particularly inner city kids, to surfing. Launched
by Calypso Soft Drinks, already sponsor of the British Surfing Association
with SKINS
(BSA) and the British Junior Surf Team, the tour will expose surfing to
children who have not traditionally been given access to the sport because
of geographical limitations.
The first stage of the campaign launches in April when a collection of
David Ling, Skins UK General Manager recalls the ‘surf’ sports will be taken to inner city schools across the South and South
brand’s early days when some ICE cool thinking West. Street Surfing instructors will work alongside the BSA education
was needed. team aiming to demonstrate the effect of surfing on fitness, core strength
and aerobic capacity.
“When we launched in November ’06 A summer ‘Surf Anywhere’ Tour is planned for July-August, featuring a
everything was pretty much stacked up specially constructed ‘Street Surfing’ arena which will visit city centres across
against us. the whole of the UK to offer kids a Summer surf school.
We were an ‘upstart’ and unknown The campaign will also be featured on 20 million bottles of Calypso’s
brand from Down Under launching into flagship Juicy Water brand, Aquajuice 67 and will be supported with
the world’s most competitive and extensive consumer PR and marketing.
saturated retail environment – and
attempting to take on some of the world’s
biggest sports brands. "On top of all that,
we were creating a new technical sub- Fremont shirt honoured
category in compression clothing that
commanded a premium price point. by red dot
"But, instead of slipping in, going about
our business quietly and hoping to stay Thanks to its innovative
under the radar of the Big Boys, we made design, the Fremont
the decision to go in all guns blazing and Charcoal Shirt was
splashed out an unprecedented £500K on victorious in one of the most
a provocative TV and press campaign. The renowned and difficult
risks were high, as were the levels of international design
anticipation! competitions. Within the
"The campaign resulted in major trade awareness and interest framework of the red dot
– while also managing to collect a few raps from the ad award, in the category
authorities and media owners along the way (helped by using “product design 2009”, the
pictures of hairy women and raising a cheeky two finger salute to shirt was honoured with the
elitism in the world of athlete sponsorship!). quality seal “red dot” for
"The decision to go in hard design excellence by a first-
was born out of the typical class jury of experts. This
Aussie competitive sporting award is only given to particularly creative, innovative and premium
spirit – something that very quality products.
much epitomises what we The new running shirt is based on a natural material: a polyester fiber,
stand for today. Three which has been embedded in the charcoal (carbonated bamboo).
years on, we continue to The high tech material ensures excellent moisture management and
grow from strength to absorption, thus preventing unpleasant odours.
strength – we’re
leading the
compression category,
have seen significant
sales growth, are benefiting from a wide and diverse
An apology
distribution base and are rapidly expanding our product range.” As editor of SGB, I would like to apologise unreservedly to both Karakal
and HEAD after our recent piece on Squash and Badminton. Product for
each manufacturer appeared with the other manufacturer's words,
which may have led to confusion among our readers. I also wish to
emphasise that the error was not the writer Robin Barwick's, rather it
If you're interested in stocking Skins unique heat-defeating ICE
was an error that happened during the layout process that was not
range or any of its products call 01543 420 550 www.skins.net
picked up during proofreading.
Jon Bruford, Editor, SGB – Sports and Outdoor
4 SGB SPORTS APRIL 2009
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