industry news

O’Neill Honored for Best Marketing Campaign at 2012 SIMA Awards

60th anniversary campaign celebrated founder Jack O’Neill and brand’s ongoing passion for innovation, performance and the outdoor lifestyle

| posted on February 13, 2013

Irvine, Calif. (February 12, 2013)–- O’Neill, the original surf, snow and youth lifestyle brand, was recognized with the ‘2012 Men’s Marketing Campaign of the Year’ award by the Surf Industry Manufacturer’s Association (SIMA) during its annual SIMA Image Awards on Thursday, February 7th at The Grove in Anaheim, Calif. The SIMA Image Awards identify the surf industry’s most influential companies and recognize them for their efforts to advance and grow the industry over the past year.

For more than six decades, O’Neill has been instrumental in the progression of surfing, opening the world’s first surf shop, inventing the wetsuit, surf leash, board bag and four-way stretch boardshort. In 2012, O’Neill proudly celebrated its 60th anniversary with a comprehensive marketing campaign, titled ’60 Years of Innovation,’ which encapsulated the brand’s creative spirit and passion for outdoor sports through the years. Launching with a series of ads that showcased the legacy of founder Jack O’Neill and the surf empire he has inspired, the award-winning retrospective consisted of print and online advertising, in-store programs and special retro-inspired product, all utilizing a historic collection of Jack O’Neill imagery, paired with bold tag lines. All elements represented Jack’s way of life as an adventure-loving innovator, pioneer, surfer and fearless entrepreneur.

“The legacy of O’Neill and the 60 Years of Innovation is an inspiring brand story,” commented O’Neill Clothing CEO, Toby Bost. “We are truly blessed to share in the pursuit of Jack O’Neill’s vision of ‘just wanting to surf longer’. We are stoked to be recognized for our efforts in 2012 and appreciate the entire O’Neill team for their hard work, and the support from within the industry.”

In addition to the advertising and in-store elements of the campaign, O’Neill showcased ’60 Years of Innovation’ with a worldwide art tour that included photo depictions of Jack and references to his first surf shop that opened in Northern California. The brand also sold out of the Jack O’Neill Originals collection, which consisted of men’s tees, fleece, wovens, bottoms and boardshorts, all featuring the iconic surfer logo from the brand’s early days.

“Last week’s honor was truly for Jack O’Neill,” said O’Neill Clothing General Manager, Steve Ward.“ His vibrant passion inspired our marketing team to create a campaign that captured Jack’s rebellious spirit. I congratulate Garth Tarlow, Ben Brough, Shaun Moody and Brian Kilpatrick for making this concept a reality.”

“We’ve always had an unflinching commitment to quality, fit and function,” added Pat O’Neill, CEO of O’Neill Wetsuits. “From the very first suits Jack built to our current, amazing product line. Our approach has always been to focus on building the best product. Sixty years of innovation hits the nail on the head. We’re proud of our heritage and excited about the future.”

Reinforcing O’Neill’s leadership in innovation and progressive products, the company continues to offer the best wetsuits and boardshorts on the planet, featuring the Psycho 3 wetsuit with the exclusive Technobutter Neoprene that is 20% lighter than any other Neoprene on the market; and release the newest of the XT2 boardshort series, featuring proprietary anti-microbial Hyperfreak Stretch fabric woven with pure silver.

For more information about new products, athletes and events, visit O’Neill’s website and follow daily updates on the brand’s social media pages: https://www.facebook.com/ONeill, https://twitter.com/teamoneill, and Instagram @teamoneill.