Industry News 8/4/2016

K2 appoints HayterComm as Agency of Record

K2 Sports announced today that Hayter Communications will return as its agency of record for the 2016/17 season, rekindling a relationship that spans nearly two decades. Hayter Comm will resume responsibility for editorial coverage surrounding K2’s portfolio of globally recognized brands, including K2 Skis, K2 Snowboards, Ride Snowboards, Line Skis, Full Tilt Boots, BCA, Madshus and K2 Skates.


With brands that set precedents in their respective categories, Seattle-based K2 Sports is a cornerstone of the winter sports community both in the Northwest and throughout the world. Also based in Seattle and with offices in Boulder, Tahoe, and New York, the Hayter Comm team shares a passion for snow-covered peaks, and holsters a network of journalist friends to help tell K2’s many stories.


“K2 gave me my start in the winter sports and outdoor industries in 1998 when they hired me to serve as the company’s first in-house PR manager,” Hayter said. “The brands and company have been in the blood of my company since day one. It’s a privilege to be back on board and to discover all the new technologies, creative marketing campaigns and dealer programs that they have in the works. Get ready. This is going to be fun and loud.”


K2 Sports is the latest addition to Hayter Comm’s winter sports and adventure brand lineup that includes Helly Hansen, MSR, Superfeet, uvex, lululemon men, Therm-a-Rest, SealLine, Coleman, Platypus, Ural Russian sidecar motorcycles, Sony and many others.


For information on K2 Skis, K2 Snowboards and K2 Skates, contact Tara Yant at tara@hayterpr.com. For information on Ride Snowboards, Line Skis, Full Tilt Boots, Madshus or BCA (Backcountry Access), contact Jake Hanson at jake@hayterpr.com


ABOUT K2 SPORTS: 54 years ago, K2 was born as America's ski company on Vashon Island in Washington State's Puget Sound. Renamed in 2003 as K2 Sports, the company today is an international portfolio of 15 world renowned brands and over 40 consumer product categories. Our brands and businesses are world renowned as leaders in design, production, and sales and marketing. Driven by innovation and a passion for the sports enthusiast looking for unique and authentic lifestyle experiences, we market snowboards, snowshoes, in-line skates, alpine, telemark and Nordic ski equipment, apparel and accessories. K2 Sports is what happens when fun meets science and technology.