NEW BOSTON, N.H. (BRAIN) — Shred and Slytech, brands that design and produce high-end helmets, eyewear and body protection, have hired SOAR Communications to handle their public relations and brand communications.
“Our company has grown to a point where, internally, we can focus on product development, operations and sales, and entrust our communications with professionals,” said Shred and Slytech co-founder and chairman Ted Ligety.
SOAR, which is an acronym for Sports, Outdoor, Athletics and Recreation, was founded in 2004 in Salt Lake City. Its key principal is Chip Smith, who formerly handled marketing communications for Shimano American Corp. and Specialized Bicycles. Smith is a 25-year veteran of the sports and outdoor industries and an avid skier and mountain biker.
The agency began working with Shred and Slytech in conjunction with their exhibiting at Interbike, where Shred launched three new helmets and Slytech introduced three new protection products. Shred and Slytech will also launch several new snowsports products using those technologies at the SIA Snow Show in January.
Shred and Slytech also hired Michael Sudmeier, a freelance journalist and a former managing editor at Teton Gravity Research, to work with SOAR on outreach efforts to the core action sports and snow industry media.