Aspire – the UK’s leading agency specialising in the active lifestyle space – has been reappointed as Sealskinz’s consumer and trade-facing PR agency following the purchase of the brand by founder and former CEO of Ted Baker, Ray Kelvin, at the end of 2022.

Aspire was first awarded the Sealskinz brief in August 2020 with a remit to increase profile, awareness and visibility of the brand across core performance, outdoor and adventure sectors, and introduce the brand into the consumer lifestyle arena. Following the success of the strategic media relations campaign, the initial 12-month contract was subsequently renewed year on year as the agency’s work resulted in a direct increase in sales.   

Sealskinz, that supplies the British Military with the best-in-class waterproof socks, is based in Kings Lynn, Norfolk where the brand has a factory which produces all its artisan waterproof accessories by hand.  Kelvin’s ambition is to develop Sealskinz from a technical, waterproof accessories only business into a brand that includes fashion with technical attributes. The new Sealskinz Vitae collection showcases contemporary clothing and accessories designed with functionality at its core; adventure-ready apparel, designed for urban environments.

The new brief kicks off with a strategic media and content creator relations programme to shine a light on the development of the brand whilst maintaining the very credible profile and reputation of the brand’s heritage products. 

Commenting on the reappointment, Ian Blackman, CEO, Sealskinz said: “Aspire delivered significant value and positive impact for the brand from 2020 until the point of sale in the autumn of 2022 and we have always been impressed by their energy, enthusiasm and understanding of briefs and objectives. As a result, Aspire PR was the obvious agency to support Sealskinz in its future plans.”

Layla Smith, Aspire’s founder and managing director added: “We are excited to have been reappointed to represent Sealskinz and support the brand on its new journey and I am very proud of what has been achieved by our team.  Our reappointment is testament to our hard work, the strong partnership we have built, the strategic and creative value we have added, and the results we have delivered.”

For more information about Sealskinz visit or follow @sealskinz

For more information about Aspire visit or follow us on Instagram @aspire_pr_uk


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