Billabong-owned brand Surf Dive 'n' Ski has released a multi-channel campaign to spruik the launch of its latest denim range.
The winter 2012 campaign, which features Surf Dive ‘n’ Ski’s pro-surfer Otis Carey, will be pushed via print, online, video and social media as the brand prepares to increase its presence in the Australian market.
The new 'We Dye' denim range featured in the campaign, which is now available in-store and online at www.sds.com.au, also offers a wider array of denim jeans in all colours, styles and a few prints, for both men and women.
Surf Dive ‘n’ Ski will also stock a few exclusive ranges; the first being Billabong ‘Stix’ jeans for women in exclusive colour ranges such as pastel lilac, and Globe ‘Goodstock’ jeans for men in teal and camel – exclusive for the next three months.
Board Sports Retail Group creative director Lotte Barnes also revealed that the launch of this latest campaign and the refinement of the brand's core product mix to remain on trend signals a raft of exciting new developments planned for the near future.
“Going into the winter season we wanted to showcase our extensive denim range of uncompromised fits and diverse colours that we have on offer. SDS has a greater denim selection on offer now than ever and consequently is driving a strong creative campaign to push the new direction of the brand,” Barnes said.
“Our creative campaign has been developed to assist in our re-positioning of the brand into the forefront of the surf fashion market.”
Surf Dive ‘n’ Ski is part of the Board Sports Retail Group brand stable, founded in 1964 and curently operates over 44 stores nationally. The group was acquired by the Billabong Group in October 2010 and has since played a vital role in Billabong’s transition from wholesaler to retail giant.
To view the 'We Dye' campaign video please click here.
Online look book available here.