Creating a Cultural Phenomenon

Our insights-driven approach started with Kaplow’s proprietary ONE Strategy Session, uncovering the white space that only Stanley 1913 could own. Both Stanley 1913 and Kaplow knew its products had relevance beyond the worksite and the campground and with Kaplow’s strategic PR and influencer marketing muscle behind it, Stanley 1913 has catapulted into a brand at the center of culture with its hit collaborations with pop star Olivia Rodrigo, Barbie™, the soccer GOAT Leo Messi and the fashion brand LoveShackFancy that expanded Stanley 1913’s reach to millennial and Gen Z women. 

We took an audience-first PR approach focused on product curation and seeding, strategic earned media relations and authentic influencer partnerships that grew to include brand partnerships and collabs and consumer pop-ups and activations across the country including Stanley 1913’s Holiday Cafe in NYC, a Creator’s Cabin at the Sundance Film Festival and a pop-up in Venice Beach, California.

We also laid the foundation of Stanley 1913’s resurgence by leveraging former Global President Terence Reilly, with an executive thought leadership strategy resulting in 1:1 interviews and feature stories with The New York Times, The Wall Street Journal, Inc., WWD and more. This robust thought leadership program and a dedicated PR program for Stanley 1913’s key retailers repositioned the brand as a stylish, on-trend, everyday essential for consumers and a “brand with staying power” within the CPG and retail industries.

Stanley 1913 isn’t just another outdoor gear brand – it's become a cultural phenomenon, most notably listed as one of Fast Company’s 12 objects that defined the year and one of Ad Age’s Hottest Brands.