PUBLIC RELATIONS HIGHLIGHTS December 2019
MONTHLY OVERVIEW In the month of December, Momentum populated the Outdoor Retailer Snow Show calendar with media appointments for all three days of the show. MMPR continued pre-show outreach to outdoor trades and ‘Gear of the Show’ editorial award opportunities. The Momentum team brainstormed creative activations and requested media samples for January’s Jackson Hole Winter Rendezvous Media Event where NYC media will test and learn about Darn Tough’s in-line and FW20 products. Coverage highlights include… Holiday Gift Guides continued to be a focal for December coverage with Darn Tough as the sock of choice for gifting. Mentions were seen in Popular Mechanics, Gear Patrol, Best Life, Brit + Co and SELF. Gear Patrol named the Element Crew sock as one of the ’25 Coolest Accessories Release in 2019’. The Vertex Micro Crew was picked by Outside Online Gear Guy as the Ideal Pair of Men’s Everyday Socks.
ACTIVITY OVERVIEW | PRESS MATERIAL Three news releases were distributed this month – Giving Tuesday release, Ryan’s New Hire release and the Waterbury Expansion news release. These releases were distributed to outdoor trades, footwear trades and Vermont Regional outlets. Momentum continued fine tuning the Fall 2020 Seasonal Release with the Darn Tough team for distribution in January. The Giving Tuesday and Ryan’s New Hire release were picked up by:
The Waterbury Expansion news release was picked up by 10 outlets in the month of December. The Momentum team organized in-person interviews with WCAX3 and WVNY. An interview with Burlington Free Press will be held in January. Follow ups and outreach continue into the beginning of 2020.
ACTIVITY OVERVIEW | EVENTS + PLANNING Planning and preparations forâ€Ś The team continues to prepare for the January ORSS show, and perform outreach. Media appointment scheduling is underway and MMPR will continue populating the online schedule leading up to the show. Planning and brainstorming for event activations continues for Jackson Hole Winter Rendezvous Event in January 2020.
MONTHLY IMPRESSIONS With 40 pieces of coverage garnered in December 2019, we amassed over 117 million media impressions. The year-to-date total is over 1 billion. Total Impressions, 2018 + 2019 350,000,000 300,000,000 250,000,000 200,000,000 150,000,000 100,000,000 50,000,000
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December 2018 + 2019
CATEGORY COVERAGE Of the coverage in December the majority of the stories were led by Brand, while Hike, Athletic, Vertex, Lifestyle and Work were also mentioned. The overall yearly trend shows Hike/Trek and Brand mentions lead, with Vertex following, making up the majority of the coverage.
YTD Product Categories
December Product Categories
Athletic / Endurance
Athletic / Endurance
SENTIMENT This month’s coverage was either neutral (strictly reporting ‘news’, such as a press release) or positive (glowing remarks in a review, for example). There were no negative media mentions uncovered this month.
KEY MESSAGE PULL-THROUGH When reading reviews and stories about Darn Tough brand and products, we also track which of our key messages are gaining traction with media. The key messages weâ€™re currently monitoring: (1) Made in the USA, (2) Lifetime Guarantee, (3) Comfort/Durability/Fit.
Message Pull Through comfort, fit, durability
Made in the USA
WHERE TO BUY After reading a review and/or recommendation for Darn Tough socks, weâ€™re also looking at where a media outlet is directing consumers to buy. In December most of the coverage was directing readers to DarnTough.com to buy, followed by Amazon, REI and Backcountry.
Where to Buy Backcountry
COMPETITIVE LANDSCAPE SynchroKnit.com, website for the first true contoured, no-slip sock is Live. SynchroKnitâ„˘, the latest technology driven brand from the sock innovators at Wigwam Mills Inc., the family-owned maker of premium, made-in-the-USA socks since 1905, has launched a unique website for the new technology. SynchroKnit.com will serve as a homebase for the new brand providing a thorough explanation of the new patent-pending knitting technique, a purchasing platform, and videos and blogs featuring SynchroKnit Ambassadors. Injinji Launches Everyday Upcycled Collection in North America. The new Injinji Upcycled Cotton collection features an Everyday Lightweight Crew Upcycled Cotton style (MSRP $13.00) and Everyday Lightweight Hidden Upcycled Cotton style (MSRP $11.00), offering two colors in each model. Each sock is constructed of a unique fiber blend called RecoverÂŽ Blue, which is constructed of upcycled cotton fibers and recycled polyester that is sourced from post-consumer rPET (recycled polyethylene terephthalate) bottles. Dynafit Launches Lifetime Guarantee. In response to that growing demand, and with the unique ability to position themselves as the first manufacturer to produce pin bindings, Dynafit is offering a lifetime guarantee on their bindings purchased from this season onwards.
INDUSTRY + RELATED NEWS How Hipcamp Became the Airbnb of the Outdoors. Camping, on Hipcamp, is loosely defined. The company’s mission is simple—“Get more people outside”—and its marketing tends to take a gentle, inclusive tone. Rent The Runway Ventures Into Athleisure And Ski Apparel. RTR will offer a “range of styles from leading athleisure and ski brands such as P.E. Nation, Monrow, LNDR, lululemon, Terez, Fila, Champion, Phat Buddha, Bogner, Perfect Moment, Aztech Mountain and more American-made, eco-friendly adventure brands Nalgene Outdoor, maker of reusable water bottles, and Corbeaux Clothing, maker of eco-conscious adventure apparel, announced a partnership to support safe domestic drinking water. Levi’s New Retail Experience Features a Tech-Fueled Merch Drop. Levi’s launched the pop-up mainly to introduce consumers to Future Finish, the brand’s newest customization feature that uses laser technology to print designs on denim in 90 minutes.
COVERAGE HIGHLIGHTS December 2019
HEREâ€™S HOW TO SURVIVE SITTING IN THE BLEACHERS THIS WINTER You need thick, warm socks (even in winter boots) when you're spending long stretches of time not moving, because you're not generating heat when you're sitting down. The merino wool cuts down on stink and keeps your feet warm when damp, and the nylon blended into it helps them dry out a bit faster.
MONTHLY IMPRESSIONS: 19,185,865 DECEMBER 2019
12 GIFTS FOR EVERY KIND OF OUTDOORSY TYPE Socks may be a tired, disappointing cliché of a Christmas gift, but that’s only if you give the wrong ones. Everyone wants warm feet on a cold day, and these mid-weight hikers will give them that forever. (Yep, forever. They’re guaranteed for life.) Darn Tough socks, a favorite of Strategist writer David Notis, are soft, won’t slide or bunch, and wick away any sweat that would otherwise lead to blisters.
MONTHLY IMPRESSIONS: 514,631 DECEMBER 2019
23 HELPFUL GIFTS FOR HIKERS Socks as a holiday gift? Groundbreaking. But really: a wellmade pair of wool socks makes all the difference between dry, warm feet and a miserably soggy, uncomfortable trudge. (They also transition into Netflix and couch time really well.) Darn Tough is renowned among seasoned hikers for making some of the best and longest-lasting, and this new hiker-optimized design includes breathable panels, stay-put uppers, and extra cushioning at the Achilles.
MONTHLY IMPRESSIONS: 3,163,303 DECEMBER 2019
PRODUCT PREVIEW Darn Tough Vermontâ€™s Prism Crew Light Cushion Merino wool athletic sock provides mesh on the forefoot for breathability, engineered fit and segmented cushioning.
CIRCULATION: 5,892 DECEMBER 2019
OUR QUEST FOR THE IDEAL PAIR OF MEN’S EVERYDAY SOCKS The Darn Tough Vertex Micro Crew has a just-right amount of cushion in the heel and forefoot to soften the jarring blows of an eight-mile road run or from hitting the ground after a box jump. The rest of the sock is extremely thin—you can see through the thin parts under a light—which delivered excellent breathability for everyday and athletic use.
MONTHLY IMPRESSIONS: 3,801,533 DECEMBER 2019
THE GIFTS OUR EDITORS ARE GIVING THIS HOLIDAY SEASON We are living in the golden age of wool, and for that, I am thankful. And this holiday season, my family will be, too… … And everyone on my list might just get Darn Tough Socks in their stockings.
MONTHLY IMPRESSIONS: 3,801,533 DECEMBER 2019
WE TESTED THE BEST NEW WINTER GEAR FOR TRAIL RUNNERS Knitting techniques make a huge difference when it comes to socks. Snug toe boxes mitigate excess material and chafing. Articulated heels fight blisters. Integrated arches lend additional support. Crafted from merino wool and boosted with an extra layer of cushioning underfoot, you’ll forget you’re even wearing the Vertex Micro Crew Ultra-Light Cushion. And that’s the key to keeping your dogs from barking after a long day on the trails.
MONTHLY IMPRESSIONS: 3,466,849 DECEMBER 2019
THE 25 COOLEST ACCESSORIES RELEASED IN 2019 Available now in the two colorways, the Elements channel oldschool aesthetics but wonâ€™t fall apart after one too many tennis court stunts. Instead, they boast all the qualities that make Darn Tough socks great, including breathable, comfortable merino wool, fine-gauge knitting for unmatched durability and undetectable seam fusion for a fantastic feel.
MONTHLY IMPRESSIONS: 3,810,992 DECEMBER 2019
THE BEST SKI SOCKS A family-owned company, Darn Tough has been knitting socks in Vermont for almost 40 years. Its focus is making the most comfortable, durable and best-fitting socks, and the brand backs up its claim with an unconditional lifetime guarantee-if you can wear out Darn Tough socks, theyâ€™ll replace them. These nylon, merino and Lycra skiing and riding socks feature light cushion underfoot and on the shin, with mesh on the back of the leg and top of the foot. Outer Limits, a brand-new design in the Padded Light Cushion line, is named for the legendary double-black mogul run at Killington. MONTHLY IMPRESSIONS: 23,040,308 DECEMBER 2019
24 GIFTS FOR THE FITNESS FANATIC IN YOUR LIFE A true sign of being an adult is appreciating socks as a gift. Once you try a pair of Darn Toughs, you won't want to put anything else on your feet. They actually stay in place — no more chafing or blisters — and they're antimicrobial, moisturewicking, and guaranteed for life.
MONTHLY IMPRESSIONS: 6,710,679 DECEMBER 2019
30 BRILLIANT LAST-MINUTE GIFTS UNDER $30 FOR 2019 Even if they're a regular runner, hiker, or just someone who spends a lot of time on their feet, it's still easy to forget that putting on the right socks is nearly as important as grabbing the right pair of shoes. This pair of Darn Tough socks is made of merino wool, which keeps feet a comfortable temperature on both hot and cold days, and features a seamless performance fit that will never slip, slide or bunch. The best part? They're guaranteed to last for life! MONTHLY IMPRESSIONS: 1,060,347 DECEMBER 2019
THE BEST OUTDOOR GIFTS FOR THE ADVENTURER IN YOUR LIFE Don’t let anyone tell you socks aren’t great gifts. These have plenty of cushioning, merino wool to wick moisture, and a thick weave for toasty warmth.
MONTHLY IMPRESSIONS: 11,851,242 DECEMBER 2019