Injinji, innovator of the patented Performance Toesock™ today announced that it has hired OutsidePR to conduct a broad-ranging branding and product publicity campaign. In a twist that is unusual in public relations, this is not the first time the two companies worked together; OutsidePR was once before the agency of record for Injinji, in 2005.
The rapprochement was brought about in part by Injinji’s recent additions to its management team, with Russell Nadel joining the company as SVP of Operations and General Manager and the hiring of George Schott, VP Sales and Marketing. As the company’s executive team expands, the product line and market segments served will also experience significant growth. OutsidePR will play a pivotal role in this development, helping to unveil exciting new product assortments and packaging at Outdoor Retailer Summer Market.
“We felt, objectively, that OutsidePR was the best possible fit for us, given their deep expertise and experience in the running, outdoor and cycling worlds,” said Nadel. “The fact that they had also initiated the incredible burst of publicity at the company’s inception and are personal advocates for our products proves they know our brand DNA inside and out.” Jason Battenfield, Injinji CEO adds “I am so glad we’ve decided to bring Gordon and his team back into the Injinji family. It’s a great fit for us both”.
“You never forget your first New York Times hit,” said OutsidePR president Gordon Wright. “And for us, that was Injinji. I’ve worn their socks since 2001 and have been an evangelist for the product ever since. They are truly a must-have for any athlete, and every time I walked past their booth at Outdoor Retailer over the past six years, I felt a little pang of regret. We are hugely stoked to be back with them.”
The patented Performance Toesock™ developed by Injinji presents a completely unique foot-to-shoe interface for any athlete. The five-toe-sleeve design offers proper toe alignment, outstanding moisture management, better posture and balance, prevents blisters and allows the foot to perform naturally. OutsidePR represents brands such as Noll Surfboards, GU Energy, Road ID, Pearl Izumi, Hydrapak and DownTek. Together again, at long last, they intend to set millions of toes free to perform up to their highest potential.