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Shred and Slytech Appoint SOAR as PR Agency of Record

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Shred and Slytech Appoint SOAR Communications as PR Agency of Record

Salt Lake City Firm Selected For Its Expertise in Cycling and Snowsports Markets

NEW BOSTON, N.H. – Oct. 18, 2016 – Shred and Slytech, the athlete-born, passion-driven brands that design and produce high-end helmets, eyewear and body protection, has partnered with SOAR Communications to handle their public relations and brand communications.

“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.

SOAR, which is an acronym for Sports, Outdoor, Athletics and Recreation, was founded in 2004 in Salt Lake City, Utah. Its key principal is Chip Smith, who 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 skier and mountain biker.

The agency began working with Shred and Slytech in conjunction with their exhibiting at Interbike last month, where Shred launched three new helmets using its patent pending Infinite R.A.A.™ system, and Slytech introduced three new protection products featuring the innovative Slytech 2nd Skin™ XT technology. Shred and Slytech will also launch several new snowsports products using those technologies at the SIA Snow Show in January.

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.

Olympic gold medalist and world champion alpine skier Ted Ligety co-founded Anomaly Action Sports, home of the brands Shred and Slytech, in 2006 with his friend Carlo Salmini, who has a masters in materials engineering and is a graduate of the Massachusetts Institute of Technology.

Guided by a love for the mountains, Shred and Slytech work to drive innovation empowering action sports enthusiasts to push their limits and have fun. From eyewear to body protection, the brands’ products blend sophisticated materials, fresh technology, and exceptional engineering. Shred and Slytech fuel passion and progression by building products for the action sports enthusiast.

For more information about Shred Optics and Slytech Protection, go to shredoptics.comand For sales inquiries, email

About Shred and Slytech

Shred and Slytech empower athletes to push their limits-and simply have fun. Founded in 2006, the brands create eyewear and protective equipment for dedicated skiers, snowboarders, and mountain bikers. By blending sophisticated materials, fresh technology, and exceptional engineering, Shred and Slytech have earned the trust of these athletes and emerged as quiet leaders. Guided by a love for the mountains and a commitment to innovation, the brands aim to inspire change, reimagining how optics and protective equipment look and perform. Today, Shred and Slytech products are sold and distributed in forty countries and backed by athletes across the globe.To learn more, visit and

About SOAR Communications

SOAR Communications is a full-service, strategic marketing communications and public relations agency comprised of professionals and outdoor enthusiasts who use and enjoy the products they represent. The name SOAR stands for Sports, Outdoor, Adventure and Recreation – its key focus and areas of expertise. Current and past clients include Bergans of Norway, Bike Utah, BlackRapid, Haibike, IZIP, Interbike, Kinetic Trainers, Outdoor Retailer, RockyMounts, SealSkinz, TravelChair, and Trips for Kids. Visit or call 801.656.0472 for more information.

Media Contacts:

Chip Smith, SOAR Communications, o: 801.656.0472 x1, c: 801.597.7515,

Mike Sudmeier, Shred and Slytech, c: 563.581.1238,

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