w alk new ground I S S U E 1 , FALL 2 0 1 1
W E LC O ME It is hard to believe that weâ€™ll begin our fifth year of business in 2012. We are grateful to all of our retail partners who have stood by us thick and thin! In this short time, weâ€™ve donated over $250,000 to our non-profit partners, become a part of the Deckers Outdoor Corporation family and created wonderful partnerships with the Breast Cancer Fund, the Conservation Alliance and Team Farsight.
This summer has been the most exciting time with Ahnu since the brand was founded. Thank YOU for this opportunity to make our dream a reality. We are looking forward to walking new ground with you. Jenny, Jim and Jacqueline Ahnu Co-Founders
w alk new ground I SSU E 1, FA L L 2 0 1 1
C O NTENT S Ahnu Re-launches with the Spring 2012 Collection. Walking New Ground at Summer WSA! Did You Meet Jackie at OR Summer Market? The Consumer Reviews Are In!!! Ahnu in the News. Fall 2011 is here! Prevention Mission Accomplished! October is Breast Cancer Prevention Month. What’s New with Our Friends at Team Luna Chix? Blind Thru-Hiker Trevor Thomas Treks New Ground. Making it Count on Plus 3 Network. Having Fun Out There with the Coastal Trail Run Series. Welcome Meg! Ahnu’s Reigning Office Foosball Champ. Notes from Our Three Legged Friend.
A H N U R E - LAUNCHES WIT H THE S P R I NG 2 0 1 2 COLLEC T ION Our new tagline, Walk New Ground, marks the exciting new direction for Ahnu as we re-launch our brand with exhilarating styles and fresh colors that express our San Francisco Bay Area roots. From new performance products to fresh new casuals for ever day activities, Ahnu is walking new ground in 2012!
The Jackie of (All Trades)
WALKING NEW GROUND AT SUMMER WSA! Summer WSA 2011 was a pivotal show for Ahnu in celebration of our re-launch and Spring 2012 product line. More than 500 industry guests attended the opening night party at the Encore Beach Club.
Deckers Outdoor Corporation Chairman, President and CEO Angel Martinez received the inaugural ENKWSA Industry Icon Award. During the award ceremony Angel and Ahnu President and Co-Founder Jim Van Dine each spoke about the innovative role that emerging brands play in the footwear industry. We further recognized some of our key retailer partners with the Entrepreneur Trailblazer Award for their support from Ahnuâ€™s beginning, including: Zappos.com, The Tannery, Schnees, Paragon Sports and OnlineShoes. All of our retailers have supported and believed in Ahnu from its inception and we would not be here without them. Thanks to ENKWSA for a tremendous show!
5  Angel Martinez receiving the inaugural ENKWSA Industry Icon Award.  Tarek & Sam Hassan of The Tannery with Jenny and Jacqueline - recipient of the Entrepreneurial Trailblazer Award.  Curt Smith of Schnees with Jenny and Jacqueline - recipient of the Entrepreneurial Trailblazer Award.  Ron Truselo and Dan Gerler of Online Shoes with Jenny and Jacqueline recipient of the Entrepreneurial Trailblazer Award.  Fred Mosler and Steve Hill of Zappos.com - recipient of the Entrepreneurial Trailblazer Award.
 The crowd at the Encore Beach Club celebrating our brand re-launch.
DID YOU MEET JACKIE AT OUTDOOR RETAILER SUMMER MARKET?
TOP: Ahnu co-founders Jacqueline and Jenny flashing their iconic “Jackie-O” sunglasses. BOTTOM: Which Jackie are you?
We had a great time generating buzz with the Jackie (of all trades) at Outdoor Retailer Summer Market in Salt Lake City. The Jackie came to life at ORSM as a celebration of the many roles that todayâ€™s woman plays. Attendees declared which type of Jackie they are, and the Ahnu booth saw consistent and steady walk up traffic! The Jackie lead the way for our Spring 2012 product line, which received incredible feedback from retailers nationwide at ORSM. Thank you for visiting and celebrating with Ahnu! THIS PAGE: Waiting for Jackie at the SLC Airport.
T H E C O N SUM ER REVIEWS AR E IN ! ! ! H E R E A R E A FEW SAM PL ES . . . Regarding the Women’s Montara Boot
Women’s Montara Boot
“As I prepared for a five day adventure to Olympic National Park with my daughter and her sixth grade class, I searched high and low for the perfect hiking boots. The reviews I read turned out to be spot on: no breakin period, super nice-looking, cozy warm, water-proof, butter leather interior. Who knew hiking boots could be so delicious?! I love them and will most definitely be shopping for another pair of Ahnus when the need arises.” ‘Connie the Mom’ Sacramento, CA, 5/15/2011 Regarding the Men’s Elkridge Mid
Men’s Elkridge Mid
“I found the break-in period to be nonexistent. Out of the box these boots fit like a glove and I’m happy to say that after 20 miles in Joyce Kilmer (think rugged trails) I had nary a hot spot, much less a blister. They are so comfortable that I wore them on the 5 plus hour drive back home. Don’t let the light weight fool you...these are serious boots! I think I’ve found a new favorite brand of footwear!!!” ‘Silver Tongue’ Charlotte, NC, 5/8/2011
Womenâ€™s Montara Boot
P R O D U C T F E AT U R E S • Padded Collar • eVent® breathable waterproof bootie • Nubuck upper • Rubber toe protector • Vibram® outsole for traction on variety of surfaces • Mid-cut for added security and protection • Genuine Leather Lined collar and tongue
AH N U I N THE NEW S Backpacker Gear Guide showcased the Women’s Montara Boot with great praise for its style, quality and value! The CBS Morning Show and Prevention Magazine included Ahnu in their “best of” footwear special, praising the Rockridge II OXT as the “best for hiking.” The consistent presence of Ahnu in the press is affirming both our increasing brand awareness and our commitment as a cutting edge performance brand with on-trend aesthetics.
Rockridge II OXT “Best for Hiking”
CBS Morning Show
FAL L 20 11 IS HERE! New Fall & Winter 2011 lifestyle images are available on Deckers Almanac. Contact your rep. for assistance.
The following resources are available to help with your business this season! Get your retail sales staff up to speed on Ahnuâ€™s product features, technology and brand by taking our virtual training at 3Point5.com. Those who pass the training will be rewarded with Ahnu products at steep discounts! To take advantage of this program, please contact your sales rep or log on at 3Point5.com. Have a website? The Ahnu Marketing team would love to work with you to make sure you have the latest and greatest brand assets. Please contact Jon Wilkinson in our marketing department at Jon.Wilkinson@deckers.com POP is in stock and available! Please contact your rep to take advantage of these programs and more!
Logo Block AFPS11
Slatwall Logo Sign AFPS16 Slatwall Shelf AFPS14
$ 10 0, 0 00 FOR B REAST C AN C ER PRE V E N T ION In response to the public health crisis, the Breast Cancer Fund identifies — and advocates for elimination of — the environmental and preventable causes of the disease. The Breast Cancer Fund continues to fund scientific research and raise awareness about the chemical and environmental causes of breast cancer. This year, the Breast Cancer Fund has made a major breakthrough with the release of a scientific study proving BPA, a chemical found in many of our canned and pre-packaged food, is a carcinogen.
With the help of our Partners, Ahnu has Raised $100,000 for the Breast Cancer Fund! It was due to the incredible work of the Breast Cancer Fund that we were compelled to initiate our Spring 11 Prevention Mission and donate $5 for every pair of women’s performance shoes we sold from March through May. With the help of our partnering retailers nationwide, we were successful in reaching our goal of raising $100,000 for the Breast Cancer Fund! Thank you!!!
Looking ahead is the first step to prevention.
$5.00 from each of these shoes goes to the Breast Cancer Fund.
ahnu.com With your support, we hope to reach our maximum donation goal of $100,000. Promotion runs March through May 2011.
OC T O B E R IS B REAST CAN C ER P RE V E N T ION M ONTH We are proud to serve amongst several leading companies in the Breast Cancer Fund’s “Panel in Prevention.” This panel includes industry leaders Kleen Kanteen, Seventh Generation, Luna Bar and Isis Clothing. In collaboration with these remarkable companies, we are collectively working to spread the word that “Prevention is Power.” To support awareness around Breast Cancer Prevention Month, Ahnu launched an online marketing campaign to promote the conversation around the prevention of the disease. There will be lots of activity online and through social media, with an estimated reach of over 2 million people worldwide. To kick off the month of October as Breast Cancer Prevention month, the Ahnu team joined the Breast Cancer Fund at the 16th Annual Peak Hike at Mt. Tam on October 2, 2011.
Breast Cancer Fund President, CEO, and friend of Ahnu Jeanne Rizzo (center) with fellow Peak Hikers in 2010.
For the month of October, Ahnu will continue to give back to the Breast Cancer Fund by doubling our donation to those who log activities on the Plus3 Network.
WH AT ’ S NEW W ITH OU R F R IEN DS AT T E A M LUNA CHIX? Ahnu is the exclusive footwear sponsor for the local Team Luna Chix. TLC’s platform is based on staying health-minded and fit while raising money and awareness for the Breast Cancer Fund. Nearly thirty teams meet monthly throughout their seven month training season to host clinics on specific types of workouts or maintenance for bicycles and team trainings. 1
 A Happy group of Ahnuclad Luna Chix feet  Team Luna Chix at the annual Luna Chix Summit  A happy winner of a new pair of Rockridge II shoes
TLC has launched a new blog, “Chix Journal,” that tells the story of four of the TLC team members and their struggles and successes. Each blogger discusses what keeps them healthminded, focused, committed, and motivated in their multi-faceted life.
B L I N D T H RU- HIKER TREVOR T H OMAS T RE K S N E W GROUND Trevor Thomas and Team Farsight continue to amaze with their tenacity. After becoming blind at 35 from a rare condition, Trevor struggled with losing his adrenaline fueled lifestyle of fast cars and skydiving. He turned a negative into a positive by completing a solo thru-hike of the Appalachian Trail in 2008. If that wasn’t enough, he completed the Pacific Crest Trail in 2010 with Team Farsight, and was the first blind person to summit Mt. Whitney (pictured right). Still today, Trevor is the only visually disabled person to have done any of these feats and he continues to set future groundbreaking goals. He just completed the Tahoe Rim Trail, and plans to earn the Triple Crown of thru-hiking next year by completing the Continental Divide. His long term goals include starting an outdoor school for the blind, and encouraging people with disabilities to achieve new heights. In May, the Ahnu marketing department developed a new website for Team Farsight where you can follow the progress on the trail, keep in touch and support Team Farsight’s mission. Trevor also is an incredible product tester who helps us ensure our performance products live up to their expectations. We are inspired by and proud to support Trevor Thomas and Team Farsight. Learn More at TeamFarsight.org
Trevor’s old Westridge boots accumulated over 1,500 miles on the PCT… over 3 times the amount of an average for hiking boots
Trevor Thomas (aka Zero-Zero) Summiting Mt. Whitney
H AV I N G FUN W ITH THE C OAS TAL T RA I L RU N S SERIES The Coastal Trail Run series was started by a group of enthusiastic trail runners who wanted to share their passion for fun while racing the Pacific Coast’s most compelling trails. This led them to start a series of events where the goal was education and having a good time, not just being the fastest. They welcome hikers, first time runners and first time trail runners alike. Ahnu was invited to be the exclusive footwear sponsor after the founder, an ultra-marathon running veteran, ran the Quad Dipsea race in our Men’s Firetrail runner – climbing over 9,200 feet in a 28.4 mile race.
Learn more, and have fun out there at CoastalTrainRuns.com.
Some of the Ahnu team goes just for the love of trail running – Jeremy (Sales Ops) and Jonathan (Marketing) are pictured above, taking third overall at the Ayala Cove Race on Angel Island race in July.
MA K I N G IT COUNT ON P LU S 3 N ETW ORK We are proud to support two incredible organizations through the activity logged on Plus 3 Network, a “health meets philanthropy” social networking site. Whether you enjoy running, hiking, swimming, walking, biking...or almost any activity you can dream of…log in your miles or hours on Plus3Network.com and we donate. It’s that easy! So far, thousands of active people have logged enough activities to raise:
$28,639.24 for the Conservation Alliance* $28,379.64 for the Breast Cancer Fund* *as of September 20, 2011
T H E L AT E S T NEW S W IT H T H E AH N U T EAM Welcome Meg! Meg Scheidler joined the Ahnu team in June of 2011 as sales rep for the Midwest territory. States she covers include: ND, SD, MN, IA, WI, IL, MO, OH, KY, IN, MI and NE. Meg just celebrated five years of marriage to her high school sweetheart. She has two pups, Daisy and Ozzy, affectionately known as “the lazy” and “the crazy.” Meg is a Butler University graduate who continues to reside in the great state of Indiana “because the Midwest is awesome.” She loves long hikes through the wilderness, summer days spent on a lake and autumn evenings by a bonfire with friends and family. Her hobbies are gardening, cooking and art. We are proud to have her walk new ground with us!
Ahnu’s Reigning Office Foosball Champ
Notes from Our Three Legged Friend
To maintain balance at the office, we enjoy a game (or three) of foosball. After our inaugural round-robin tournament, Jeremy, our Sales Operations guru, came out on top to hold bragging rights as “Office Foosball Champion.” He attributes his victory to his superpower right arm. Will he maintain his title, or will a new name adorn the foosball trophy next time?
Our rescued three-legged office dog, Tripoli, also is about balance. Despite having one less leg than most hounds, she still loves walks near the San Francisco Bay and the weekend hike. She has been known to skip breakfast because Tiffany, our Office Manager, often spoils her with treats.
walk new ground
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