Dakine has just launched a major global marketing campaign through...

Dakine has just launched a major global marketing campaign through the social media and other channels under a rather captivating tagline, “Fear the Known.” It calls on consumers to be more adventurous, breaking free from their daily routine to seek new experiences with the product solutions offered by Dakine for the four different sports pillars it covers, like surfing new wave breaks, riding steeper terrain or going where the wind howls. The integrated campaign, which will continue for several seasons, features the new tagline in Dakine's logo and in updated retail fixtures. Flavien Foucher, a former Rossignol manager who joined Dakine as European marketing manager one year ago, participated in the development of the campaign and is running its execution in Europe. He says the “Fear the Known” tagline is also being applied to the product development process and other aspects of the company's culture.