NEFF HEADWEAR

Neff Headwear
1230 Calle Suerte
Camarillo, Ca 93012
Phone: 978-821-7854
E-Mail: [email protected]
NEFF HEADWEAR
Contents
1. MPR Roadmap
2. Media Alert
3. Company Backgrounder
4. Press Release 1
5. Pitch Letter
6. Press Release 2
7. Speaker Biography
8. Event Factsheet
9. Company Factsheet
10. Speech
Neff Headwear
1230 Calle Suerte
Camarillo, Ca 93012
Phone: 978-821-7854
E-Mail: [email protected]
Janelle Levesque
MPR Roadmap
1. Situation Analysis
The company: Neff Headwear is a headwear, clothing, and accessory company that is leading
the way in unique, fun fashion for teens and young adults. Their personality is strong and apparent
in all that they do by promoting having fun and being you.
The product: Neff products are sold in over 45 countries worldwide, as well as on many online
platforms and specialty stores. Currently, Neff’s headwear makes up 60% of their sales, which is
projected to drop to 40% as Neff continues to expand other product lines. Additionally, Neff’s
recently launched watch line is expected to grow to be a $50 million business within the next three
years. Neff’s sales have expanded almost 300% from 2009 to 2011.
The price: An important aspect of Neff is their ability to keep pricing low and reasonable. This is a
main point of differentiation between Neff and major competitors like Burton or Hurley who keep
prices high and unattainable to many consumers. Neff’s price
point is designed to create brand loyalty at a young age,
creating products that the average high school or college
student can buy with their own money.
The consumer: The primary consumer of Neff products are
teen and young adult boys ages 13 to 25. They are physically
active, listen to new hit music, and often are interested in
skate culture, regardless if they can skate or not. However,
Neff has products for all ages and genders; from cupcake
1
Neff Headwear
1230 Calle Suerte
Camarillo, Ca 93012
Phone: 978-821-7854
E-Mail: [email protected]
shaped hats to children’s backpacks. Neff consumers are fashion orientated, yet aren’t willing to
overspend on style that will be quickly changing. Instead, they prefer having more style options in
their closet so they can play with their wardrobe.
The competitors: Neff is the first company to establish itself as solely a headwear brand before
branching out. Therefore, at Neff’s conception, they had very little competition within the
snowboarding market, which is where their company began. Since expanding, Neff’s competitors
have shown to be Hurley and Volcom.
→ Hurley: Hurley consumers are less well rounded than Neff’s, and focus more
solely on their main sport of surfing. However, Hurley is big with older teens and
young adults who either surf, are near surf culture (beach houses, ect), or want to present
themselves as the type. Hurley products are sold in just under 30 countries worldwide, with yearly
sales reaching $170 million in 2013. Hurley products are more easily accessible, sold in
department stores including the TJX franchise and Macy’s.
→ Volcom: Volcom’s roots in skateboarding have made their brand image more
focused on the culture of such, rather than being able to move on completely as a
lifestyle brand. Sold in stores such as Pac Sun and TJX stores, they are
attempting to be more accessible to youth. However, this tactic has created a loss of value for its
customers, as sales dropped 20% from 2008 to 2011. Volcom is sold internationally in select
cities. However unlike Neff, Volcom has 38 brick and mortar stores, of which Neff has none.
2
Neff Headwear
1230 Calle Suerte
Camarillo, Ca 93012
Phone: 978-821-7854
E-Mail: [email protected]
Strengths:
distinguishable logo,
loyal consumer base,
unique designs,
exclusive
sponsorships with
celebrities
Opportuities:
associated with
uniqueness, carefree
ideology could lead
to interesting
marketing
campaigns, colebrity
sponsorship mutually
beneficial
Weaknesses:
minimal marketing,
lmited brand
awareness, dificult
to access products
Threats:
growing compeitior
base of sport to
lifestlye brands,
similar clothing
designs found in
higher end clothing
at times
3
Neff Headwear
1230 Calle Suerte
Camarillo, Ca 93012
Phone: 978-821-7854
E-Mail: [email protected]
2. Objectives
a) Create major brand awareness of Neff as a lifestyle brand
b) Position Neff as the premiere brand for street fashion
c) Promote Neff’s established personality as a fun and innovative
company
d) Enhance the association between Neff and their signed
celebrities
3. Strategies
a) Use celebrity endorsements to promote Neff’s image and brand
awareness
b) Create newsworthy events to get Neff into fashion blogs and popular on social media
c) Use social media to create brand and user experiences through collaboration and
competitions
d) Use print and banner ads to increase brand awareness
e) Sponsor music events to reinforce personality of Neff
4. Messages
a) Neff’s #ForeverFun campaign promotes an ideology that should be carried throughout
all aspects of life
b) Neff represents a bigger movement of young people’s expression of themselves and
their culture through fashion
c) Neff is a brand for teens and young adults who crave excitement and innovation
d) Neff is the only brand who represents all aspects of youth culture and supports their
artistic expression
e) Neff allows consumers to express themselves with unique style that you can’t find
anywhere else
4
Neff Headwear
1230 Calle Suerte
Camarillo, Ca 93012
Phone: 978-821-7854
E-Mail: [email protected]
5. Tactics
Month→
tactic
Sept
Oct
Print Ad
x
x
Mar
Apr
Neff Spring break
x
x
Press Release 3
x
Media Alert
x
Pop up stores
x
Nov
Pitch Letter
x
Press Release 1
x
Music Video
x
Dec
Jan
Press Release 2
x
Banner Ads
x
x
YouTube Competitions
x
x
Feb
May
Jun
Jul
Aug
x
x
Conference
x
Speech
x
Press Release 4
x
Tour
x
x
x
H&M X NEFF
x
x
x
Print Ads
x
x
x
Forever Fun Fest
x
5
Neff Headwear
1230 Calle Suerte
Camarillo, Ca 93012
Phone: 978-821-7854
E-Mail: [email protected]
Break Down of Tactics
Print Ad: In September and October Neff will launch a series of
print ads to be displayed in all major cities on public transportation
systems. They will each have a common theme and design but will
have many different images. The theme will be a series of ‘extreme
fun’ and daring activities such as sky diving, snorkeling, skateboard
tricks, concert scene, and so on. The hash tag #ForeverFun will be
on each along with the question “How do you have fun?” A QR
code will lead those interested to the Neff website.
Media Alert: In October Neff will send out a media alert to local newspapers about Neff pop-up
stores.
Pop-up Stores: At the end of October Neff will have pop up shops for one weekend only, in the
cities where the print ads were displayed. These will be close to big college campuses in order to
get college students involved in the brand. October was chosen because of the influx of college
students, who have expendable income, will be returning and looking for the new fall styles.
Pitch letter: In November Neff will send a pitch letter to Rolling Stones writer Daniel Kreps about
Mac Miller. It will alert him of Miller’s sponsorship with Neff, some of their big plans for the
following year, and about Miller’s fashion line.
Press Release 1: In November Neff will also send out a
press release about Mac Miller’s new music video.
Music Video: At the end of November, Mac Miller will
release a new music video where he and everyone in the
featured will be wearing exclusive Neff products that
were designed with Miller.
Press release 2: In December Neff will send out their second press release about a YouTube
competition to be held from December through February.
Banner Ads: Through out these three months Neff will have banner ads on Facebook and
relevant websites promoting the competition and Neff products in general.
YouTube Competition: From December through February Neff will be holding a YouTube
competition for college students. The grand prize will be to work for Miller during his four-month
6
Neff Headwear
1230 Calle Suerte
Camarillo, Ca 93012
Phone: 978-821-7854
E-Mail: [email protected]
tour this summer, from May through August, with his official videographer. In addition, the
students who produced the top five video submissions will be invited to Neff’s headquarters to
work on their latest ad.
Neff Spring Break: In March and April Neff will attend
beach parties in popular spring break destinations,
specifically in Florida, the Carolinas, and California.
One of Neff’s sponsored celebrities, Riff Raff, will be
performing at these beach parties wearing Neff
products. Pop up stores will be selling Neff tanks
specialized for each location. For example, the Miami
spring break destination will be selling tanks with the
Neff smiley face, stamped with ‘Miami Spring Break’
that can only be purchased on location.
Press Release 3: In March, Neff will launch their third press release announcing a conference
they will be hosting for college students.
Conference: In May Neff will be hosting a three-day conference for college students involved in
the arts where they will receive one-on-one portfolio development.
Speech: At the conference Shaun Neff will give a speech on the final day’s wrap party
announcing their big event Forever Fun Fest. Media and press will be present.
Press Release 4: Following the conference announcement, Neff will release their fourth and final
press release about the festival.
Tour: Mac Miller’s summer tour will go from May 1st, through the end of August. The tour will
feature exclusive Neff merchandise.
H&M X NEFF: In May, June and July Neff will partner will H&M to design a line of clothing to be
sold exclusively at H&M. This will help get Neff products more easily accessible to the general
public, as well as increase brand awareness. Much like the COCHELLA X H&M clothing line, it will
simultaneously promote the Forever Fun Fest.
Print Ads: From May through the beginning of August, Neff will launch print ads all over California
cities promoting the festival.
Forever Fun Fest: Forever Fun Fest is the final event of the year-long campaign to be held the
first weekend of August in Camarillo California.
7
Neff Headwear
1230 Calle Suerte
Camarillo, Ca 93012
Phone: 978-821-7854
E-Mail: [email protected]
7. Evaluation
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.
k.
l.
m.
Number of QR scans on print ads
Pop-up store sales
Music video views
Number of YouTube video submissions
Number of views and shares of YouTube videos
Banner ad click-through
Spring break sales
Tour merchandise sales
Applications for conference
H&M X NEFF sales
Forever Fun Fest ticket sales
Social media action using #ForeverFun
Website traffic and sales
USP: Neff Headwear is the only company who promotes having fun as an ideology, by
creating one-of-a-kind styles that allows their consumers to express themselves.
Positioning Statement:
To:
Teens and
young adults
who are fun
and creative
Neff:
is the leader in
unique designs
and styles
That:
will allow you
to express
your truest
self
Because:
they promote
passionate art
and chasing
your dreams
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Neff Headwear
1230 Calle Suerte
Camarillo, Ca 93012
Phone: 978-821-7854
E-Mail: [email protected]
FOR IMMEDIATE RELEASE
***MEDIA ALERT***
***PHOTO OPPORTUNITY***
NEFF TO LAUNCH POP-UP SHOPS FOR ONE WEEKEND ONLY
WHAT: Neff will hold pop-up stores on the streets of major cities as a welcoming to
college students. There will be stand set up near campuses to launch Neff’s new fall
fashion line.
WHO: At each pop-up store, a Neff sponsored athlete will be present including Taylor
Gold, Sage Kotsenburg, Moose, Dakota Servold, Jordy Smith, and Noah Beschen.
WHEN: October 23-26th
WHERE: Participating cities: Boston, New York, Seattle, Charlotte, Miami, Ft.
Lauderdale, Los Angeles, San Francisco, Chicago, and Detroit
BACKGROUND: Neff, the world's first authentic core snow and skate headwear
company, is a growing lifestyle brand dedicated to having fun and expressing an active
and unique style.
For more information, contact:
Janelle Levesque
Emerson College PR
Phone | (978) 821-7854
Email | [email protected]
9
Neff Headwear
1230 Calle Suerte
Camarillo, Ca 93012
Phone: 978-821-7854
E-Mail: [email protected]
COMPANY BACKGROUNDER
NEFF HEADWEAR
Shaun Neff, current CEO, founded Neff Headwear in 2002 while he was
attending Brigham Young University in Utah. Neff has grown into one of the leading
headwear, clothing, and accessory brands in the United States and has grossed over
$100 million in sales globally. Neff has a unique personality, representing fun and
ambition. With roots in snow sport clothing, Neff is a symbol of daring behavior, to be
worn by those who put what they love first. Neff is now headquartered in Camarillo,
California. Neff Products are currently sold in over 45 countries worldwide, as well as
online and on their active website.
At conception, Neff was exclusively a headwear company. However, has quickly
expanded into clothing and accessories. As Neff ventures into new product lines, sales
are multiplying. In 2010 sales grew 170% from the following year, and the following year
showed an additional 180% growth in sales. In addition, Neff recently decided to move
into the watch market, which due to much attention is expected to be a $50 million
business on its own within three years.
Since Neff focused on skate and snow clothing in the beginning of its run,
celebrity sponsors were at first heavily saturated with talented snowboarders and skiers.
However, as Neff grew into a lifestyle brand, Shaun Neff began signing big names in
music. Starting with signing Snoop Dogg in 2009, Neff has since added contracts with
celebrities such as RiFF RAFF, Lil Wayne, 2 Chainz, Mac Miller, deadmau5, and Kid
Cudi.
Neff joined up with celebrity Scarlett Johansson and City of Hope to create ‘Neff
Hope’ in 2011. This campaign is designed to raise money for cancer patients and
research while hoping to involve Neff’s younger market in charity causes. Johansson
worked with Neff to design two beanies. For each beanie purchased one would be
donated to City of Hope patients and survivors, as well as 10% of the profit. Neff chose
to sell these exclusively on Zappos!.com which helped to target a different and more
broad audience than that of Neff’s typical consumer base.
Neff, the world's first authentic core snow and skate headwear company, is a
growing lifestyle brand dedicated to having fun and expressing an active and
unique style.
10
Neff Headwear
1230 Calle Suerte
Camarillo, Ca 93012
Phone: 978-821-7854
E-Mail: [email protected]
Janelle Levesque
Emerson College PR
Phone | (978) 821-7854
Email | [email protected]
Shaun Neff
Neff Headwear
Phone | (631) 547-9985
[email protected]
FOR IMMEDIATE RELEASE
NEFF HEADWEAR PARTNERS WITH MAC MILLER TO HOLD NATIONAL VIDEO COMPETITION
CAMARILLO, CA -September 5, 2015- Neff Headwear, a young adult clothing and accessory brand,
announced today that their recent sponsorship with Mac Miller would include a national YouTube
competition for college-aged students, to launch next week. The grand prize will be to work for Miller
during his four-month tour this summer, from May through August, with his official videographer. In
addition, the students who produced the top five video submissions will be invited to Neff’s
headquarters to work on their latest ad.
11
Neff Headwear
1230 Calle Suerte
Camarillo, Ca 93012
Phone: 978-821-7854
E-Mail: [email protected]
Video submissions must answer the question “How do you have fun?” which is a major part of
Neff’s campaign #ForeverFun. The submissions are open from December 1st through midnight of
February 29th. The winners will be based off of number of shares, likes, and views.
This is an amazing opportunity for college students and a great alternative to the typical
‘hands-off’ internships many spend their summers doing. At the end, the top winner will leave with not
only an amazing portfolio of work, but immeasurable connections. The next top five students will get
professional one-on-one teaching from Neff’s marketing and cinematography crew.
“When I dreamt up Neff Headwear I was just starting out in college. I struggled with figuring out
how to get my footing and making connections with the right people.” Shaun Neff, CEO and founder
commented on the competition. “This is a way to get to know our consumers and see their take on
#ForeverFun. I’ve worked with college kids in the past on ads because they’re the freshest minds out
there. Having this sponsorship with Mac Miller I wanted to use it to help college kids who had and
have a dream, like me.” When asked about why he wanted to get involved with aspiring filmmakers
Neff said “It’s all about the art. Plain and simple. I want young artists involved with my brand in every
way. Fashion is just one tier of art I love and support.”
Shaun Neff is not only promoting young artists and filmmakers with the competition, but he is
also allowing for a huge social media takeover to arise. With plans to launch Facebook banners and a
twitter campaign to promote the competition, Shaun hopes to get people talking about what Neff is all
about. In addition, Neff will then own hours of video footage promoting their brand and their brand’s
story.
About Neff Headwear: Neff is a leading headwear, clothing, and accessory brand that attracts teens
and young adults who are creative and thrill-seeking. Neff combines quality and comfort with unique
and daring designs that allows their consumer to express themselves. Neff represents an ideology
of having fun and enjoying what you do every step of the way. Neff products are currently sold in over
45 countries worldwide through a wide range of retailers, online, and in specialty stores.
12
Neff Headwear
1230 Calle Suerte
Camarillo, Ca 93012
Phone: 978-821-7854
E-Mail: [email protected]
Janelle Levesque
Emerson College PR
Phone 978.821.7854
Email [email protected]
John McNamara
The Rolling Stone
Phone 765.644.2083
Email [email protected]
Dear Daniel Kreps,
Mac Miller is Back and He’s Flyer Than Ever
Mac Miller has been creating a buzz since releasing his first record at the young
age of 15. As his fame grew, he began partnering with big name artists like Wiz Khalifa.
Miller is known for his crazy ways in that he has multiple personas, raps of partying and
having fun, and has a stage presence of energy and excitement. In early 2013 Mac
Miller founded his own label REMember Music, to produce his own mixtape Delusional
Thomas. Later, Warner Bros Productions sighed Mac and his label for a reported $10
million. Miller will be going on tour across America and Canada from May through
August.
Mac Miller signed with accessory and apparel brand Neff Headwear in 2013 to
release a line of Miller-influenced tees and hats. Mac Miller aligns with Neff’s mission,
which is to always remember to have fun. On stage and off stage, Miller demonstrates
this mind set. Neff has just announced that they will be co-sponsoring Miller’s summer
2016 tour. Neff will work with Miller to create exclusive clothing and accessories to be
sold as merchandise at concerts. Neff Headwear products will be seen in Miller’s
upcoming music videos, as signed in their three year sponsorship deal.
In 2016 there will be a giant music and fun festival held by Neff in California.
Details are being kept under wraps for now, but it has been confirmed that Mac Miller
will be at least part of this giant festival.
Sincerely,
Janelle Levesque
13
Neff Headwear
1230 Calle Suerte
Camarillo, Ca 93012
Phone: 978-821-7854
E-Mail: [email protected]
Janelle Levesque
Shaun Neff
Emerson College PR
Neff Headwear
Phone | (978) 821-7854
Phone | (631) 547-9985
Email | [email protected]
[email protected]
FOR IMMEDIATE RELEASE
NEFF HEADWEAR TO HOST WORKSHOPS AND EVENT-PACKED CONFERENCE FOR
COLLEGE STUDENTS
CAMARILLO, CA -September 5, 2015- Neff Headwear, innovative fashion brand, has
announced that it will be hosting Neff a three day long conference for college students.
Shaun Neff, CEO and founder, along with industry professionals will be teaching
workshops for students studying marketing, fashion, and art, but applications are open
to all majors. From May 6th through the 8th, students who are accepted will have the
opportunity to tour Neff Headquarters in Camarillo, California and get one-on-one
feedback about their portfolios.
14
Neff Headwear
1230 Calle Suerte
Camarillo, Ca 93012
Phone: 978-821-7854
E-Mail: [email protected]
“This is just as much a teaching experience as it is a learning experience,” says
Marketing director for Neff, Cabot Peterson, who will be working with the marketing
students to learn about street level marketing and event planning, as well as get
feedback and critiques of their portfolios. Peterson went on to say “Me and Shaun (Neff)
are always looking for ways to get young kids involved and hear what our target market
is doing.”
More than a learning opportunity, students who attend will be given interviews
from Shaun Neff himself. “It’s more about getting them experience and to see what a
real interview and hiring process is like in this industry,” says Neff about the workshop,
“but we’re not opposed to hiring someone at the end- or finding an awesome intern for
the summer.” In addition to the chance to work for the company, Neff has set incentives
for each branch including collaborating on an actual ad campaign for marketers,
production of a design for fashion students and art students.
This workshop is highly selective. From all over America and Canada, Neff will
accept 5 marketing students, 5 fashion students, 5 art students, and 5 students who are
studying other majors who will pitch why their studies make them a good fit for the
conference. The application requires an extensive artist portfolio, resume that
demonstrates exceptional work ethic, and a personal essay that is open ended. Neff
expects that submission numbers will be in the hundreds. Shaun Neff reports that “Day
in and day out we get emails, phone calls, tweets, from college students who want to
get involved with the brand and work for us. It’s flattering and demonstrates where Neff
15
Neff Headwear
1230 Calle Suerte
Camarillo, Ca 93012
Phone: 978-821-7854
E-Mail: [email protected]
sits in our consumer’s hearts. We felt it was time to implement a way to interact with
these kids and start some killer conversations.”
Application submissions will be open from March 1st through the end of April.
Travel expenses will be all inclusive for winners.
About Neff Headwear: Neff is a leading headwear, clothing, and accessory brand that
attracts teens and young adults who are creative and thrill-seeking. Neff combines
quality and comfort with unique and daring designs that allows their consumer to
express themselves. Neff represents an ideology of having fun and enjoying what you
do every step of the way. Neff products are currently sold in over 45 countries
worldwide through a wide range of retailers, online, and in specialty stores.
16
Neff Headwear
1230 Calle Suerte
Camarillo, Ca 93012
Phone: 978-821-7854
E-Mail: [email protected]
Shaun Neff
CEO and Founder
Neff Headwear
Shaun Neff, 35, is the CEO and founder of the popular clothing and apparel
company Neff Headwear. The company has expanded from its humble roots in a small
Utah college town, into a national, multi-million dollar brand. Neff works on clothing
design and their marketing campaigns. He keeps his hands in every aspect of his
company, as it is still privately owned by
Neff and his father, he has complete
creative control.
Neff has spent all of his adult life
creating his brand. When he was in
college he would spot trend-setting
students and give them his t-shirts to
wear. He reportedly had never been
previously employed. Neff was awarded a great honor and much attention in 2012. Neff
was invited to speak at NASDAQ’s Next Great Consumer Brands conference. Despite
this creating massive investor attention, Neff Headwear is still privately owned.
Neff’s products are now being sold in over 40 countries worldwide. Shaun Neff
has also had impressive success in growing his brand and its profit. In 2011 he
managed to obtain 170% growth, and 180% growth from that the following year. In
2012, Neff decided he wanted to make watches. Despite not having a marketing
strategy or business plan, 600,000 units were sold, and it is now projected that Neff’s
watch line will be a $50 million business in as little as three years.
Shaun Neff attended Brigham Young University in Utah, where he started his
company. Neff has a wife and two children and is a practicing Mormon.
17
Neff Headwear
1230 Calle Suerte
Camarillo, Ca 93012
Phone: 978-821-7854
E-Mail: [email protected]
Neff Forever Fun Fest
ABOUT THE EVENT:
Neff #ForeverFun Fest is a three day outdoor event
consisting of a large range of musical performances,
trick parks, rides, food, and more. Activities will
include skate trick competitions, a trampoline park,
bounce house obstacle course, etc. At night, there
will be performances by Deadmau5, Mac Miller, 2
Chainz and Snoop Dogg on each of the nights.
Nighttime activities will include keg stand
competitions along with other drinking games,
music, and dancing, to switch gears into a festival
club setting when the sun goes down.
DATE AND TIME:
Ocean Parkway, Camarillo California
Friday August 1st | Noon-Midnight
Saturday August 2nd | Noon-Midnight
Sunday August 3rd | 9am-8pm
PRICE:
One day pass (general) | $100
One day pass (student) | $50
Full Weekend pass (general) | $250
Full Weekend pass (student) | $150
LOCATION:
Ocean Parkway, Camarillo California
ATTENDEES:
All ages are welcome until 7 pm on Friday
and Saturday, at which point the event will
be closed to 21+
SPONSORS:
GoPro
Corona
Ketel One Vodka
NEFF HEADQUARTERS
1230 Calle Suerte Camarillo, CA 93012
Phone 805.644.6333
Fax 805.644.6350
Email [email protected]
Service [email protected]
18
Neff Headwear
1230 Calle Suerte
Camarillo, Ca 93012
Phone: 978-821-7854
E-Mail: [email protected]
Neff Headwear Factsheet
FOUNDER:
Shaun Neff (CEO)
FOUNDED:
2002
WHAT THEY ARE:
Neff Headwear started as a snow and skate headwear company and quickly expanded
to all clothing and accessories, growing into the general public as a lifestyle brand.
THEIR MISSION:
Tie the fun of extreme sports with the fun of everyday life to create a style for
consumers to demonstrate a #ForeverFun state of mind.
WHERE THEY ARE SOLD:
You can find Neff products in speciality skate and snow shops all over the United
States. They also have significant merchandise in fashion and music shops. Their
website is a giant hub for their new product that demonstrates the Neff lifestyle and all
its implications.
NEFF HEADQUARTERS
1230 Calle Suerte Camarillo, CA 93012
Phone 805.644.6333
Fax 805.644.6350
Email [email protected]
Service [email protected]
19
Neff Headwear
1230 Calle Suerte
Camarillo, Ca 93012
Phone: 978-821-7854
E-Mail: [email protected]
Speech
Take a moment to think back and remember your first notebook. Maybe you were given
it as a present or bought it yourself at a book fair. Think about the smell of the new
pages and the satisfaction you got when you filled in the “This notebook belongs to” on
the first page. Think about writing in it; crafting words you just recently acquired into
sentences and stories. Growing up you probably got wicked excited when you got
writing assignments that let you write freely or like a journalist. When did that pure
excitement and simple joy of writing end? Maybe it didn’t- and I hope you still find as
much happiness as you did that first day in your first notebook. But what happens way
too often is that we become professionals. You would think that when you start getting
paid for what you love to do that it would be great. But when you add deadlines and
pressure from the higher ups into the mix people get bogged down and lose sight of the
magic. You forget why you’re doing it all in the first place.
When I was growing up I lived on the slopes. Every waking minute I could spare would
be spent on my snowboard. When the snow melted my skateboard would come right
out. When I got to college, I went to school in Utah right by some great mountains, I saw
all these kids passionate about boarding, getting so bogged down and corporate. They
were getting stressed out about competitions and races and started getting upset about
loosing. Upset! Imagine that- upset about the sport you love? I vowed to never stop
having fun and to never let myself get to the point where I would dread going to work.
I started my brand Neff with this idea in mind. That’s what we are all about here at Neffjust have fun. If it’s not fun then why the hell are you wasting your time with it? In the
past our consumer base has been heavily saturated with boarders. Nothing is easier
than marketing products you love to kids just like you. But I say the hell with it- having
fun shouldn’t be limited to just snowboarders, I want the Neff personality to be present
in all people. When a kid puts on a Neff tee or slips on a Neff snapback I want them to
be instantly reminded that we’re on this Earth for one thing first and foremost- to have
fun.
We’ve been working on a giant expansion initiative to get Neff into the public eye, get
every kid wearing it and more importantly living it. Starting with #ForeverFun we began
promoting these ideas on twitter and social platforms. But it’s about time we turned this
on big time. We’ve been expanding our sponsored celebrities from only tops athletes to
include big music names. To date our music celebrities include 2 Chainz, Steve Aoki,
Deadmou5, Snoop Dogg, Mac Miller, and Riff Raff. So we think it’s about time we really
launched something big with these guys.
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Neff Headwear
1230 Calle Suerte
Camarillo, Ca 93012
Phone: 978-821-7854
E-Mail: [email protected]
So the reason I brought you all here is to get the word out about a giant three day
Forever Fun Fest that Neff will be hosting in our hometown of Camarillo California on
August 1st-3rd. This three day festival will bring the Neff brand to life in the best way.
During the day, it will be open for all ages of people. We have insane never before seen
attractions from bounce house obstacle courses to a pop-up skate park. My all time
favorite is the ‘Neff Catch’ where you’ll be able to dress up in these jumpers covered in
velcro and will run up to a slanted trampoline and send themselves soaring onto a blow
up wall, also covered in velcro. Other great stuff includes a trampoline park, skate t
rick competitions, and a pool. All will be accompanied by local artists and DJs. But that’s
just during the day. At 7 pm we are going to close the event to only those 21 and up.
Which is where our great celebrity sponsors come in. Friday night will be headlined by
Deadmau5, followed by Mac Miller on Saturday and then we will wrap up the festival on
Sunday night with Snoop Dogg and 2 Chainz. The bar stands will open up and some of
our big attractions will be a keg stand tournament, beer pong, bobbing for nips, an ice
luge, and that’s just the beginning.
It’s all very exciting. The Neff Fun Fest has been in the works for years. After pushing
some of my high-ups to actually consider this we realized it would be too fun to pass up.
Forget Coachella and Bonnaroo- the Neff Fun Fest is the new destination festival. If this
year goes well we hope to make this a reoccuring spectacle.
This all couldn’t have been accomplished without the help of our awesome sponsors
including our platinum sponsors GoPro, Corona, Ketel One Vodka, and Bank of
America.
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