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Iconic running brand enlists industry insiders to boost trailrunning products among newbies and enthusiasts alike
Park City, Utah — June 6 2017
In the first of two moves to augment its US marketing, inov-8 has hired Park City-based SIMBOL Communications as their Public Relations agency of record. The running footwear, apparel and gear brand, with roots in the heart of the UK’s fell-running community and a US headquarters near Boston, will be focusing on building its market share in the trail shoe category in the US.
Since the early days of the sport’s North American boom in the early 2000s, inov-8 has been renowned for designing trailrunning shoes with outstanding grip that are also surprisingly light and flexible. They’re enlisting Nic Sims and Scott Boulbol – the long-time outdoor and cycling-industry insiders behind SIMBOL – to redouble PR efforts specific to their trail running shoes primarily, while also pushing their trail running apparel and gear. While inov-8 already enjoys an excellent reputation in the industry and growing sales, they hope this will help take them to the next level in the trailrunning community.
SIMBOL will provide PR and media relations outreach, and work on promotions and events, to help bring the trailrunning segment back in line with inov-8’s indoor-fitness business. They’ll not only work to boost sales and name recognition among the hardcore trail and ultrarunners with whom inov-8’s products have long been revered, but they’ll also focus on appealing to beginning trailrunners and even potential crossover runners who might just want to venture off-road occasionally. SIMBOL also sees major potential with obstacle course and mud racing, which have both seen extraordinary growth in recent years, but are not always associated with the trail community.
“inov-8 was born in the muddy, rugged world of British fell running – a tradition which helped birth the trailrunning boom in the States. While we’re thrilled with our success across multiple categories, trailrunning is in our blood, and we’d love to get that side of our business growing at a more robust rate,” says US General Manager Jim Howard. “Nic and Scott have some great ideas how to grow our popularity among the core, while also introducing the brand to more casual trailrunner and potential first-timers. We’re super confident they’ll help us put inov-8 on the minds and feet of a whole new generation of trail enthusiasts.”
Boulbol and Sims see this as a great opportunity to work with a truly authentic brand with a long heritage of making no-compromise trailrunning products. “I’ve long been a big fan of the brand – since I first discovered them at the OR show almost 15 years ago,” says Boulbol, who knows a quality shoe when he sees one, having also enjoyed a long career as a shoe and gear tester. “We’ve always been really impressed with their commitment to remain authentic and not cave to every passing fad. But we think they also need to build appeal with a much wider range of consumers than their hardcore following, and that’s how we can best help build the brand.”
Signing SIMBOL is designed to coincide with another move to build their US Marketing team, and details of that development should follow soon.
About SIMBOL Communications
SIMBOL Communications formed to help brands tell truthful, authentic stories through exposure in a wide variety of media outlets, developing creative in the outdoor, cycling and fitness industries — as both industry professionals and competitive enthusiasts — the founders of SIMBOL have the all the tools to get powerful stories to the right audience.
Founded in 2003, inov-8 is one of the world’s leading off-road running brands for footwear, apparel and equipment. The brand is renowned for delivering the ultimate is grip. inov-8’s origins and footprints are etched in the muddy British fells and trails but over the years the company has optimized its products to meet the needs of all terrains worldwide. Discover more: www.inov-8.com