Dakine makes products for 5 distinct sport pillars, plus lifestyle products and apparel.
They have fans on beaches, mountains, trails, schools, and college campuses across the world. Fans of this legacy brand are extremely loyal, but with such a separation of sports, communities, and interests, there wasn't a common thread around what they stand for.
Dakine needed a rallying cry to unite their disparate communities.
Uniting a 40 year old legacy outdoor brand
We gave this 40 year old brand their first tagline.
What was true across all sport pillars is that the brand and the team athletes always want to push the boundaries of their sport. To break away from what's known, and redefine what is possible.
Then we created inspiring videos to spread the word on social.
pointed to our
Fear the Known
After updating their online presence,
we made a physical brand book as well.