Sealskinz

Keeping Sealskinz front of mind, season after season

the challenge

Sealskinz appointed us to build and sustain their presence with UK media and influencers over three years, driving consistent coverage that connected directly to sales.

Sealskinz products have long been trusted by athletes for performance in the toughest weather conditions. But trust with media and consumers needs to be earned and maintained. The brief was to deliver always-on PR that kept the brand front of mind across key titles and communities, while ensuring every campaign could demonstrate a clear contribution to commercial performance.

our solution

We built a sustained PR programme around a combination of always-on press office activity and seasonal campaign bursts — always aligned with central sales and marketing strategy:

  • Always-on press office: Maintained consistent year-round visibility through proactive media outreach, keeping Sealskinz on the radar of the UK's most relevant cycling, running, outdoor and lifestyle titles.
  • Seasonal campaign activity: Developed targeted campaigns around key trading periods, ensuring PR effort aligned with the moments that mattered most commercially.
  • Strategic product seeding: Put the right products in the hands of the right people at the right time, generating authentic coverage and reviews from credible media and influencers across Sealskinz's core categories.
  • Sales and marketing alignment: Worked closely with the Sales Director to ensure PR activity was directly tied to central sales and marketing strategies, building a reporting framework that consistently evidenced the commercial impact of earned media.
  • Immersive media events: Complemented the always-on approach with standout experiential moments, including an outdoor launch event at Denbies Wine Estate in Surrey, where media and influencers tested products on mountain bike routes and trail runs in real conditions.

the impact

Over three years, we built Sealskinz into a brand that media wanted to cover and consumers wanted to buy.

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Consistent coverage across cycling, running, outdoor and lifestyle titles drove sustained visibility, and our reporting approach meant the commercial value of that coverage was never in question.

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their perspective

“I’m delighted you represent our brand and are such an important cog in our team. On behalf of the company: thank you, you are making such a positive difference.”

Gareth Jolly

Head of Sales, Sealskinz

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