Kelly Slater - Surf God

Red Robot worked with world champion surfer Kelly Slater to create a brand alignment with Pentax and Pentax’s line of waterproof digital cameras.
 
As the world’s most successful surfer, Kelly Slater has endorsed very few brands and/or products. Therefore, aligning Kelly with any brand or product had to begin with it meeting his high standards for performance and quality.

The Red Robot team leveraged its pre-existing relationship with Pentax to “match” their waterproof digital cameras with Kelly and the active/healthy outdoor lifestyle that he represents. This led to a relationship with Pentax whereby the brand became the official camera for the annual Kelly Slater Invitational (a made for TV event) and even helped Kelly launch the Kelly Slater Foundation. The relationship was also activated via a series of print advertising and a micro-site (http://www.thekellyslaterinvitational.com).