Press Releases

BlackRapid® Camera Slings Names What’s UP PR as Agency of Record

BlackRapid® Camera Slings Names What’s UP PR as Agency of Record


Company exhibiting at Outdoor Retailer Winter Market 2015 for the first time

SEATTLE, WA – Nov. 13, 2014 – Seattle-based camera accessory company BlackRapid® has engaged What’s UP Public Relations to manage its public relations outreach and specialty market strategy engagement. The company will exhibit at Outdoor Retailer Winter Market for the first time, January 22-25, 2015 in Salt Lake City.

BlackRapid Inc. makers of the revolutionary R-Strap camera sling, a market leader in the professional and prosumer photography market, has identified the outdoor recreational photographer as a large potential market, and has hired What’s UP because of their experience and expertise.


 Ron Henry, founder and CEO, explains his inspiration for the product and the new market expansion. “As we plan our future and where the brand can take our followers and our team, the next step is outside; it is now the time to enter the markets of our passion for outdoor, bike and ski, and we feel that What’s UP can clearly map the way for us.”

The company will show its complete line at OR, including the Sport Strap and the Backpack Strap.

The Sport Strap has a special ergonomic shape that forms to the shoulder and includes an added security strap, called “The Brad,” that runs under the armpit to keep the strap from slipping off the shoulder, hence the tongue in check name.


The Backpack Strap adds camera strap functionality to a backpack. This strap attaches to compatible backpack shoulder pads so the backpack acts as the camera strap. With the Backpack Strap, the camera rests at the side, ready to grab and slide up into shooting position, instead of it being buried in a pack.

What’s UP will introduce the brand to all core specialty markets in trade and consumer news resources, and integrate a social media campaign, athlete programs and events for the company in a comprehensive communications plan.

Founder and Director of What’s UP PR Beth Cochran states, “It is an honor to introduce the innovative brand and energized and capable team of BlackRapid to the outdoor recreation market. They have charged us to not only communicate to the well-educated professional shooter, but the active outdoor user who believes in capturing a quality image on a great trail with great camera gear. We are pleased to have been chosen to launch the brand to the outdoor market!”

About BlackRapid

BlackRapid was founded by Seattle photographer Ron Henry in 2008. After years of shooting regional music, weddings, and other dynamic environments, Henry created a strap where the camera hangs upside down securely at the photographer’s side, ready to maneuver into position at a moment’s notice. The patented ConnectR at the tripod base allows the camera to quickly and safely glide up the strap and into shooting position. BlackRapid, today is a premier camera accessory brand offering products designed to improve the speed, comfort and efficiency of consumer and professional photographers.

About What’s UP Public Relations

Serving national and international clients since 1997, What’s Up is a pioneer in communications and brand marketing for the outdoor industry, ski and sport industries. With expertise in customer-focused, personalized public relations, the firm has built a loyal client base of both new and established high-end specialty manufacturers in the outdoor, ski, and sport industries. In addition to public relations, Cochran’s firm also offers event planning, promotions, and athlete programs. What’s UP Public Relations clients include: Bergans of Norway, Chaos Headwear, Duohtavuohta Clothing, Pakems Shoes, Fabric Link Network, and Medicines Global.

For more information, please contact:

Beth Cochran o: 406.579.7909,

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