Flexfit Headwear
Full Scale Media Public Relations Case Study of Leading Headwear Company Flexfit Headwear.
PR Goals
Flexfit Headwear is the leading headwear company with its patented flexfittechnologyTM, creating the ideal fit for both casual wear and athletic activity.
With clients including Tiger Woods, Puma and Nike white labeling Flexfit hats for their respective brands, Flexfit’s aim was to create more awareness within the headwear, accessories and apparel industries to gain more high-profile wholesale accounts, and to create awareness of Flexfit’s charitable contributions to various sports-related initiatives.
In addition, Flexfit was eager to spread the word about new and improved product developments, including dry fit, moisture wicking hats, convertible style hats and youth and women’s hats.
Challenges
Flexfit needed to publicize its brand to the headwear and apparel industries and to the public, without stepping on the corporate toes of its big-name wholesale accounts/clients.
Strategies
We focused our traditional media coverage for specific Flexfit hats on the market pages of apparel, accessories and athletic industry trade publications. We also continuously pitched story angles focused on the headwear, athletic and apparel industries with Flexfit’s executive team as quotable experts for each proposed story.
We forged strategic partnerships with 501c3 non-profit organizations, including Mauli Ola Foundation, Pow Wow School of Music, Justin Timberlake Shriners Hospitals for Children Las Vegas Golf Tournament and Hawaii’s Habilitat rehabilitation retreat, among others. These alliances, along with their participatory events, ingratiated Flexfit headwear into the surfing, golfing and board sport communities, creating a prominent presence and consumer following.
We created the slogan, “Flexfit: It Fits Your Life,” to drive home the branded message that no other headwear company has Flexfit’s patented Flexfittechnology, for extra durability and comfort to accommodate any head shape or size.
PR Results
Countless Flexfit headwear products feature prominently in industry trade publications including: Impressions Magazine, Wearables Magazine, Promowear Magazine, Stitches Magazine among other widely read apparel and accessories publications. Members of Flexfit’s executive sales team and members of their marketing team were also extensively quoted throughout the above publications regularly. Several enterprise stories were also successfully placed about the Flexfit headwear brand.
Flexfit became the official headwear of the Justin Timberlake Shriners Hospitals For Children Open, a part of the PGA TOUR, for three years running.Flexfit hats emblazoned with the JT Shriners Open logo were prominently featured throughout the annual event, and Flexfit hats were worn by celebrated golf pros, including Masters Tournament winners; Pro Am participants, staff, children’s golf clinic attendees and by Justin Timberlake. Branded photos and product information was picked up by local Las Vegas media and by the Associated Press.
Flexfit became the official headwear sponsor of the Mauli Ola Foundation and their annual Surf Experience Day U.S. tour – where celebrated surf pros teach surfing to children living with Cystic Fibrosis. By taking advantage of natural saltwater therapies like surfing, those with CF can have a chance for improved lung function, better health, and an overall increased quality of life. Professional surfer instructors included: Kelly Slater, Makua Rothman, Sunny Garcia and many others.