prAna
After years of handling media relations in-house, JAM Collective was brought on by prAna to increase visibility of the brand among its target audience and to gain traction with new customers. Over the years, our partnership with prAna expanded beyond media relations to include a range of services from consumer facing event conception, creation, and execution to corporate and crisis communications.
Brand Reintroduction to Climbing Industry
In 2023, prAna returned to the brand’s climbing roots with a bold reintroduction into the category co-sponsoring the HBO Max series, THE CLIMB, hosted by prAna Adventurers, Chris Sharma and Meagan Martin, as well as the launch of a gender-neutral Heritage apparel capsule. As part of our PR strategy for the season, JAM Collective developed and produced two consumer-facing events with a VIP-media component as well as surprise & delight media gifting program.
THE CLIMB Finale Watch Party
JAM Collective created a Finale Watch Party to connect with the prominent climbing community in Boulder, Colorado. A sold-out theater was packed with 850 attendees including journalists and professional climbing celebrities, Tommy & Becca Caldwell, Jesse Huey, and Sasha Digiulian. Live music from DJ Phil.I.Am spinning 45s filled the space to hype the crowd leading up to the finale. The engaged audience watched the season finale together and when the winner, Cat Runner, appeared on stage for a Q&A everyone rose to their feet with a roaring applause! A VIP Meet & Greet afterparty wrapped up the evening and gave the prAna team the opportunity to connect with journalists over drinks and pintxos.
Boulder Attendees + Community Stoke
Total Hits
Monthly Traffic
Print Readership
Surprise & Delight Viewing Kits
To build excitement around THE CLIMB series and connect with journalists nationwide, JAM Collective collaborated with HBO’s PR team. JAM engaged media in the outdoor, active, and local Colorado space while HBO connected with entertainment and lifestyle media. Twenty-five select JAM targets received Surprise & Delight Viewing Kits in advance of the series, encouraging engagement and sparking editorial coverage.
PRESS HITS TO SHARE FROM THE CLIMB & BOULDER EVENT
GQ, 2023
The Real-Life Diet of Rock-Climbing Legend Chris Sharma, Who Eats What the Locals Eat
Outside, 2023
Cat Runner, Winner of ‘The Climb,’ Is Reaching New Heights
Climbing, 2023
Louisville Transgender Climber Wins HBO Show ‘The Climb’
prAna Originals Launch Party
JAM Collective created and produced an event at Long Beach Rising climbing gym, to create buzz around prAna’s new gender-neutral climbing apparel collection, prAna Originals. With a goal of securing 120 of the “coolest Cali kids of climbing”,, the event drew an even larger crowd with a final guest count of 170 including stars from The Climb, Cat Runner and Dominique “Dom” Barry.
The event transported attendees back to the 90s with a totally rad experience from start to finish. A time-traveling corridor, complete with printouts of archival prAna designs and a TV playing a VHS of Rampage, lead to the gym. Attendees headed to the custom climbing wall for the evening built with household items found at Home Depot, the ultimate throwback to the early days of climbing walls where routes were set using any items that could be attached to the wall and held onto. To generate even more stoke, prAna donated $10 for each climber who completed the OG routes to the ALL RISE, a local non-profit that works to make climbing more accessible. When not climbing, attendees played old school video games on vintage TVs or created customized prAna totes, chalk bags and tees.
Long Beach Attendees + Community Stoke
Social Impressions
Social Engagements