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RYU Apparel breaks backpack campaign

Vancouver-based athletic apparel company RYU Apparel has begun a new marketing campaign for its range of backpacks. The effort is intended to promoted the products as “go-anywhere packs” to a broader audience. The campaign uses the tagline “How Far Will You Go?” The seven-week campaign will introduce seven packpack products using online ads and a dedicated website page. It will also make use of content marketing and contests on third-party websites.

“We will execute an aggressive new digital marketing campaign to secure premium positioning for our content and reach a new target audience,” said Zachary Beers, director of marketing at RYU. “Our social strategy will leverage key partners in new movement spaces so we can introduce RYU to an expanded audience, leading with one of our best product collections, backpacks.”

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