Shred and Slytech hire SOAR

High-end helmet, eyewear and protection brands Shred and Slytech have hired SOAR to handle their PR and brand communications.

SOAR (or Sports, Outdoor, Athletics and Recreation) was founded in 2004 in Salt Lake City, Utah. Key principal Chip Smith formerly handled marketing communications for Shimano American Corporation and Specialized Bicycles. Smith is a 25-year veteran of the sports and outdoor industries and an avid mountain biker.

The agency began working with Shred and Slytech in conjunction with the brands’ exhibits at the Interbike convention in Las Vegas last month. At the event, Shred launched three new helmets and Slytech introduced three new protection products.

"Our company has grown to a point where internally, we can focus on product development, operations and sales, and entrust our communications with professionals," said Shred and Slytech co-founder and chairman Ted Ligety.

"We chose SOAR because it’s well known and highly regarded by journalists in the bike and snow industries. They have a collaborative, go-the-extra-mile approach to PR that won us over," said co-founder and CEO Carlo Salmini.

Shred and Slytech also hired Michael Sudmeier, a freelance journalist and a former managing editor at Teton Gravity Research, to work with SOAR on outreach efforts to the core action sports and snow industry media.

For more information on SOAR, click here.