Public Relations Highlights December 2019
Monthly Overview In December, Momentum Media PR 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 ECCO’s in-line and AW20 products. Coverage highlights include… ECCO’s Roxton and Biom AEX were featured in the Outdoor Insight OR SS Preview December Issue to highlight new and upcoming footwear. ECCO DriTan Technology was named ‘Best of What’s New’ in the recreation category by Popular Science.
Activity Overview As part of the DriTan’s award of Popular Science’s Best of What’s New in the recreation category for 2019, MMPR drafted and distributed a press release to announce the recognition.
The release was picked up by:
Plans + Preparations The team continues to prepare and perform outreach including pre-show editorial deadlines and Best in Show award opportunities for ORSS. As part of the ORSS show, Momentum is requesting time with media to participate in the DIY Leather Workshop, taking place in the ECCO booth.
Planning and brainstorming for event activations continues for Jackson Hole Winter Rendezvous Event in January 2020. Planning and preparations begin for ECCOâ€™s Global Sales Meeting in Denmark in March.
Monthly Impressions The month of December garnered over 920 thousand media impressions bringing the year-to-date total media impressions to over 356 million. Total Impressions 2018 + 2019 90,000,000 80,000,000 70,000,000 60,000,000 50,000,000 40,000,000 30,000,000 20,000,000 10,000,000
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Product Categories Of the coverage in December, the stories were led by DriTan Technology while Outdoor products were also mentioned. The overall yearly trend shows Outdoor makes up the majority of coverage, as well as the Exostrike and Exohike collections, have been called out separately.
Exostrike / Exohike
YTD Product Categories
Exostrike / Exohike
Where to Buy After reading a review and/or recommendation for ECCO shoes, weâ€™re looking at where a piece of coverage is directing consumers to buy. In December the coverage was directing readers to ECCO.com.
Where to Buy ECCO.com
Competitor Landscape Danner’s Wild Hiking Boot. In tandem with Danner Japan, the wild take on the classic six-inch hiker boot features a pig suede upper with cow leather lining. It comes with a detachable suede fringe collar as well as fire zip lacing and side zip entry. To finish, the premium upper is fixed to an EVA sole via durable stitch down construction.
Puffer Boots Are the Next Big Winter Shoe Trend. Rihanna and Bella Hadid certainly have — and we have a very strong inkling that once you test this season’s newest shoe trend, you’ll never go back to your boring black boots again.
The brands working to make footwear more sustainable. Footwear brands are picking up on recycled and eco-friendly materials as the damaging effects of the footwear production process come to light.
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
Fast & Furious With a sole design inspired by a zipper, the Zipflex offers flexibility and comfort to go along with its distinctive aesthetic. It features ECCO DriTan Leather technology, which uses less water during the tanning process. And its DYNEEMA Bonded Leather by ECCO material delivers street style to the upper. The new Biom AEX (Athletic Exploration) from ECCO delivers lightweight comfort along with rebound and natural motion. The shoe works with the natural curvature and shape of the foot, with an anatomical last, for a barefoot feel. Available in waterproof Gore-Tex and water-resistant versions. Circulation: 5,000
The 100 Greatest Innovations of 2019 Tanning leather demands copious quantities of H2O and a nasty thing called chromium sulfate. Ecco’s DriTan technique needs only the moisture in the hide, and minimizes the chemicals by tweaking factors such as temperature and pH. The company says the process saves about 5 gallons of wet stuff per hide—it tans 1.24 million of them annually—and eliminate 600 tons of waste and sludge at its tannery in the Netherlands, one of several using the technique.
Monthly Impressions: 4,772,798