OluKai steps up marketing with investment in adventure lifestyle brand

By

Cassidy Mantor

Published
Jun 30, 2017

Southern California's OluKai has announced a new investment in an adventure lifestyle brand that will lead to expanded lifestyle product storytelling for the wanderlust-inspired brand.

OluKai has aligned itself with Roark Revival, an Orange County-based adventure travel company and lifestyle brand. The brand makes apparel, bags and accessories that are showcased by "Roark," a traveler on numerous wanderlust adventures. With the new interest in Roark, OluKai expands its lifestyle brand portfolio. OluKai also owns premium headwear brand Melin and eyewear brand Kaenon.

Ryan Hitzel, Roark’s Founder and CEO said of the partnership with OluKai that they have "demonstrated the ability to grow a premium brand with a story through distinct distribution channels without compromising their brand." The executive added that OluKai's strategy is aligned with Roark's marketing mentality.

Each Roark campaign features Roark and friends on a unique travel story. The inspiration for the brand started with a San Francisco to Mexico road trip, and the brand has been recognized in the action sports industry for several years now. It received the 2015 "Breakout Brand of the Year" award and has won best men's marketing campaign awards from SIMA four times. Roark is sold across North America, Europe and Japan. Its wholesale partners include action sports, men's and outdoor retailers.

Roark's founder Hitzel and current president, Mark Tinkess, will retain their existing roles with Roark under OluKai's umbrella.