Eco-Shopping for A Cause – Jack’s Surfboards Irvine Supports Project Blue

Retail is tough right now, that’s not news.  One way you can build affinity for a store or brand is through events, promotions, etc.  Give consumers a reason to support you versus the other guy and you’ll hopefully be able to maintain through this lousy downturn.

project BLUE is one of my our latest clients and really enjoyable to work on.  It merges my personal passion for surfing with what should be everyone’s new passion, going green (being green, eco-friendly, whatever you want to call it).  Since we have a long history of helping green and eco-friendly brands (Maku Furniture and IPATH being two under our umbrella) break into the mainstream non-endemic media, project BLUE is a perfect fit.

Down the road, I predict going green won’t be called out as much as it is today.  Green marketing will probably disappear from agencys’ list of services the same way new media will as well.  Consumers will expect brands to make their products and operate in a way that’s as environmentally friendly as possible.  For now though, it’s a good strategy to call out your green marketing to the masses… assuming you have something worth calling out!

Press release on Jack’s Surfboards taking a step in the right direction below:


Jack’s Surfboards Irvine Celebrates Grand Opening with Support for project BLUE

San Clemente, CA (November 10, 2008) – To help protect and preserve the world’s oceans and beaches, Jack’s Surfboards is donating a portion of every purchase made from their new Irvine location’s grand opening event to the project BLUE initiative.  From November 14-16, any purchase made at the Jack’s Surfboards 5581 Alton Parkway location will be donated to the Surfrider Foundation as part of the project BLUE initiative.

Project BLUE is a harmonization of leading and competitive brands in the multi-billion dollar surf industry, who have come together with a complementary product line to benefit the non-profit Surfrider Foundation.  Billabong, DAKINE, Electric, Famous Wax, Nixon, O’Neill and Reef have partnered together to create a line of special-edition, co-branded merchandise for both men and women, specifically for the project BLUE initiative.  Proceeds from products sold under the project BLUE will help Surfrider in its mission to protect the world’s oceans, waves and beaches.

“At Jack’s Surfboards, surfing is part of our passion, as well as our livelihood.  It’s incredibly important for us at to make sure our oceans and beaches are kept safe for the enjoyment of future generations,” stated Jamal Abdelmuti from Jack’s Surfboards.  “Through our grand opening event, we’re giving our customers a way to help support the project BLUE initiative by purchasing any product in our new store, not just the great brands under project BLUE.  Regardless of if you’re looking for a new pair of sneakers or gloves to take snowboarding, Surfrider Foundation will see the benefit.”

This is the first time any retailer has opened an entire store’s inventory to support Surfrider through the project BLUE initiative.

“Jack’s Surfboards is leading the conscious shopping trend that people are looking for from retailers,” commented Vipe Desai, founder of project BLUE and strategist at the youth culture brand consultancy Propaganda Headquarters.  “To survive in today’s economy, you not only have to provide a great value and customer service to your shoppers, but also give back in a way that affects the local community.”

Other activities taking place at the new Jack’s Surfboards retail location include skateboard demos, autograph signings and a Nike sponsored laser lounge.

More information on project BLUE, the partners and products involved can be found online at Additional information about Jack’s Surfboards and the upcoming event can be found at

ABOUT project BLUE

project BLUE is an unprecedented collaboration of leading and competitive brands in the multi-billion dollar surf industry.  Each of the project BLUE partner brands has created special edition product specifically for the initiative, with a portion of the proceeds from each sale going towards the non-profit Surfrider Foundation.  Billabong, DAKINE, Electric, Famous Wax, Nixon, O’Neill and Reef have all pledged their long-term support for the program.

Project BLUE products can be found worldwide at leading surf retailers. More information on project BLUE and its partners can be found at


~ by doubleb on November 10, 2008.

One Response to “Eco-Shopping for A Cause – Jack’s Surfboards Irvine Supports Project Blue”

  1. […] Original doubleb […]

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