K2 Names the Sideways Life as PR Agency of Record For K2 Ski

February 21, 2024

Seattle, WA /OUTDOOR SPORTSWIRE/ – K2, the original American Ski and Snowboard Brand, has named The Sideways Life as its public relations agency of record for K2 skis and boots. The Sideways Life will support K2’s brand and product communications beginning with the launch of its new collection for the 24/25 winter season and the eminent product testing that dedicated journalists will begin this month.

“After partnering with The Sideways Life to bring BOA technology to the ski market last year, it was a no-brainer to solidify our partnership to include our full ski collection. Their connections across endemic outdoor and lifestyle media noticeably helped to drive traffic to our e-comm and to our retail partners, converting sales and driving awareness, and now they have all the tools at their disposal to take it to the next level,” said Matt Miller, Marketing Manager K2 Skis.

Celebrated for its pioneering spirit and innovative products, K2 was founded in a garage in Washington State in 1962 and over the past several decades has continued to push the envelope of what is possible on the mountain. The brand’s commitment to quality and bold technical innovation quickly established K2 as a leader in the snowsports market and its early adoption of fiberglass technology revolutionized ski design. This breakthrough paved the way for further advancements, including the development of shaped skis in the 1990s. In addition to skis, K2 expanded its product line to include snowboards in 1987 and was the first brand to specifically engineer products for women starting in 1999. Most recently K2’s decades long partnership with BOA® brought a brand-new fit technology to alpine and freeride ski boots, providing skiers unprecedented precision fit and performance, innovations that have the potential to redefine future ski boot fit and performance.

“K2 is a stalwart of Pacific Northwest snow sports. I’ve been a fan of their products since my early days working on the shop floor, selling skis and snowboards in Portland, Oregon. To be able to partner with such an iconic brand as they innovate and enable peak life moments is, as hokey as it sounds, a dream come true. This is why we do what we do,” said Rian Rhoe, Founder of The Sideways Life.

About K2 – K2 is the original American ski and snowboard brand, founded in 1962 in Washington state. For more visit k2snow.com and follow @k2.skis

About The Sideways Life

Founded in 2020 by Rian Rhoe, The Sideways Life offers brands a bespoke public relations & social media approach, tailored to reach an adventure-seeking, active audience with a keen sense of style. We’re storytellers, creators and connectors. We’re media-fans who love great brands. Let’s make some noise. For more visit thesidewayslife.com and @thesidewayslifepr

Media Contact:

Rian Rhoe

The Sideways Life

Email: Rian@thesidewayslife.com

Phone: 971-282-5899