Vuarnet, a hugely popular sunglass brand in the 1980’s, focuses on repositioning and relaunching their brand in the US. JAM devises a multi-tiered PR Strategy to target the core ski/snowboard market where the brand is rooted while expanding the brand’s presence in the fashion, luxury and lifestyle audience.


JAM's Role

  • Host a special lunch during SIA with core ski/snowboard media declaring Vuarnet is back!
  •  Design an experiential media event in Sun Valley bringing together both core ski/snowboard journalists and fashion/lifestyle
  • Dedicate a NY based JAM team member to focus on fashion media
  • Schedule frequent one on one meetings with NYC media via desksides and seasonal showroom events
  • Execute a seasonal seeding program to get Vuarnet on the faces of key media via desksides and seasonal showroom events.
  • Manages Vuarnet’s global social media presence, from strategy to digital influencer partnerships to ad buys.


Over 200 press hits YTD across a broad range of outlets including InStyle, Popular Science, Powder, WWD, Refinery29, Vogue

online, Freeskier, GrindTV, NY Post, Gear Junkie, Esquire, Men's Fitness, Men's Journal, Gear Patrol, Wired, SNOW, Uncrate, SKI,

HiConsumption, Backcountry Magazine