Industry News 3/2/2015

B$Z: Aloha Was Born in Hawaii But Is A Spirit Not Bound by Geography: OluKai Presents #AnywhereAloha

Bringing the aloha spirit beyond the geographic boundaries of Hawaii, OluKai proudly launches its spring ‘15 campaign, #AnywhereAloha, an experiential and content-creation initiative that celebrates cultural collaboration. Demonstrating the simplest connections binding all of Island Earth, the country-spanning campaign connects an islander with a mainlander in Joshua Tree, California, Cannon Beach, Oregon and Miami, Florida.

Identifying a shared connection between each individual, OluKai’s first story begins with Austin Kino and Ben Horton in Joshua Tree, California. Recognizing the traveler and pioneer spirit in both of them, OluKai has deemed this collaboration “The Explorers”, bringing together Austin, a crewmember on the legendary Hawaiian sailing canoe, Hokule‘a, who is born and raised in Honolulu, Hawaii and Ben, an incredibly well-traveled National Geographic photographer based in Los Angeles. OluKai outfitted Austin and Ben during their time exploring the desert with key new S15 styles, the Nui, Polani and Hokua Pahu: OluKai’s first multi-sport full foot adventure sandal. Making a unique entry into the adventure sandal market, OluKai proudly partnered with the worldwide voyage of the Hokule?a to wear-test the Hokua Pahu. Crew members aboard the double-hulled voyaging canoe are exclusively wear-testing OluKai’s adventure sandals while circumnavigating the globe over the next three years. 

OluKai also spread aloha to the Oregon Coast as they brought together “The Surfers”: Ha‘a Keaulana, a descendant of one of the most respected watermen families in Hawaii, with Oregon native Lisa Sheldon, to explore the rugged coastline of Oregon and share in their communal love and appreciation for the ocean. The two connected by surfing together on one of Lisa’s favorite breaks at Short Sands and walked the beaches to share their aloha spirit with one another. OluKai outfitted the girls with spring ‘15 premium artisan sandals, the Mana Lua, Wana, Pouli and the feminine Momi.                                                                                                                    

Traveling to Miami, Florida, OluKai’s last and final stop on the #AnywhereAloha journey brought them to a preemptive celebration of the Hokule‘a’s forth coming dock in 2016. Tagging the Miami excursion “The Artists”, OluKai joined Kamea Hadar, Honolulu-based co-leader of the Pow! Wow! Hawaii Arts Community, and Miami-based artist, Tati Suarez to create a public mural in Little Haiti.

Celebrating the momentous occasion of the Hokule‘a’s journey, Kamea and Tati spent hours discussing various concepts for their collaboration, each bringing their own unique approach to the process. As a result, they shared their aloha spirit creating a memorable image of Hina, the Polynesian goddess of the moon who guides all those who venture into the open seas. Painting over the course of several days until completion, the two were outfitted in OluKai’s key spring 15 styles, the Kekoa, Nohea Mesh, and Wana.

The stories will be told through OluKai's national advertising partners both in digital and print, with events, retail tours/collaborations, on OluKai social channels, as well as live on a dedicated #AnywhereAloha landing page on A full video summary of the campaign can be viewed, here. Through #AnywhereAloha, OluKai will activate the six ambassadors through social media and in person appearances as they continue to spread the spirit of aloha. The campaign will officially launch with a kickoff celebration on March 5th where key retailers, media and family and friends will be invited to experience each story and join the brand for a night of music, food and drinks at the Holding Co. in Los Angeles. Guests will be greeted with Miami, Oregon and Joshua Tree-inspired libations and eats as Kamea Hadar and Los Angeles-based artist, Tristan Eaton, collaborate on a live mural.