Reef, the industry leader in beach and surf footwear, is launching its new brand mantra that seeks to unite the world around the fun, freedom and spirit of the beach – Beach Freely.
Beach Freely encourages everyone who steps into the sand or into Reef products to experience the beach in their own way – whether that’s surfing, barbecuing, swimming and enjoying other water sports – and take that fun spirit of the beach with them wherever they go.
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| Local’s Perspective, the country’s first ever surfing coffee table book was launched during Reef’s Beach Freely event. Written by Michael Eijansatos from My Life on Board and published in partnership with Reef, the book covers the best surfing spots in the country and around Asia. |
With its pristine white sand beaches and surfing spots hailed around the globe as some of the world’s finest, the Philippines has a vibrant beach-loving and surfing community who were there to witness the launch of the campaign at Alabang Town Center. Featuring games, music and all the other things that makes beach parties memorable, Reef invited the crowd to get into the Breach Freely spirit.
The event also kicked off the launch of “Local’s Perspective” – the first Philippine Surf Book to be published. Created in collaboration with Reef’s long-time partner, My Life on Board, the book compiled the best surf images together with some of the finest wave chasers of our time, not only in the Philippines, but also across Asia - immortalizing those moments and telling the story of the history and culture of the locals who shaped the Asian surfing scene.
The book features images from the best surf photographers in Asia and Oceana like Giang Wardani from Batu Karas in West Java Indonesia, Bali based National Geographic photographer Tommy Schultz, Mentawai Island based surf photographer from Japan Hatsumi Ishibashi, World Longboard Championship Chaplain and photographer Andrew Carruthers from Australia and Siagrao based surf photographer Oliver Bayer.
It also highlights work from the Philippines’ own local surf photographers like Red Bull Ilume finalists and Sony World Photography National Award winner Gaps Sabuero, surf photographer from Samar Abdel Elecho, La Union based surfer and photographer Jeferson Ganuelas, Baler Based surf photographer JP Sarmiento and My Life on Board founder Mike Eijansantos.
Mike was inspired to create this book because as he said, “Everything is digital already. So I want to create a book that immortalize the beauty of the images.”
Lovers of Reef can look forward to feeling this new, invigorated spirit in Reef’s latest products.
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Reef featured new their newest products during the launch: the Fanning Low sandals which has a built it bottle opener and ultra-soft support cushion soles, and the perforated board shorts which gives ultimate breathability and dries almost instantly after you step out of the water.
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Perfect for surfers who are feeling the heat this summer, Reef’s perforated boadshorts feature light breathable polyester fabric created from woven soluble yarn and have perforated holes allow for water and air to freely pass through the fabric, speeding up the dry time and enhancing breathability. Complete with a zipper closure back pocket, key loop and non-velcro fly make this perfect for surf or other high intensity water sport.
For the trendy beach-goer, Reef has created a slimmer, sleeker version of the ever-popular Fanning sandal. The Fanning Low has the same all-day comfort, arch support, and thirst quenching technology as the Fanning; but with slimmer straps and a lower side profile for a more youthful and fun vibe.
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| Michael Eijansantos from My Life on Board talks about how the surfing community has grown in the country, given that we have some of the best beaches and surfing spots in the world. His book, Local’s Perspective, was inspired his dream to immortalize the beautiful blue waves of the Philippines and spots around Asia. |
The Fanning Low has a super soft yet supportive EVA footbed, an airbag under the heel for even more support, and a rubber outsole for top of the line traction and durability – and it even has a bottle opener to ensure you are always able to quench your thirst! The new Fanning Low will be available in 6 six fun colors, right in time for one’s next beach adventure.
The new mantra also lends itself to the Reef’s updated impact strategy to help keep beaches clean for everyone to enjoy. Environmental and social impact has been a priority for Reef since the company’s founding in 1984 and has continued to grow throughout the years through the global Reef WeHeart program.
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At the Beach Freely launch, Reef Chief Operating Officer Jane Ortega talks about how Reef continues to be a brand that always strives to create innovative products while making beach time fun and free. |
Reef Marketing Supervisor Marnelli Gaerlan said that Reef aims to “…promote responsible travel by always seeing to it the [we] Reef always have the planet in mind.” She also encourages everyone to always plan beach trips with a conscience by enjoying the beauty of the ocean without leaving a trace.
Here in the Philippines, Reef continued to promote responsible travel and environmental conservation in Free the Sea Movement 2, a fun-filled three day event and coastal clean-up in Baler done in partnership with WWF Philippines.
Reef pledges to support efforts to preserve and restore beaches so that everyone has the opportunity to Beach Freely.
Embrace the spirit of fun, freedom and the beach with Reef – for more updates on Beach Freely and Reef’s products and activities, follow www.facebook.com/reefphils/.
ABOUT REEF®
REEF is the global brand that encourages people everywhere to Beach Freely. United by the spirit of the beach since 1984, REEF designs innovative and comfort-driven products to celebrate the freedom and fun of the beach lifestyle.
REEF® and Reef Beach Freely™ are trademarks of South Cone, Inc.
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