REEF, the industry leader in beach and surf footwear, called upon Coyne PR to help make their upcoming Spring and Summer seasons their best yet for PR!  Rooted in surf and beach culture since 1984, REEF’s innovative and comfort-driven products celebrate the fun and freedom of the beach lifestyle and encourage people everywhere to embrace the brand’s mantra to “Beach Freely.” Coyne PR was tapped to help tell the brand’s rich stories, from the commitment to inclusivity to their support to clean up beaches worldwide, as well as launch a variety of new collections to create energy and momentum for REEF.  From the brand’s famous Fanning beer bottle-opening flip flop to new Pride footwear collection, REEF truly offers something for everyone in the family to enjoy.  Having already landing a coveted spot on The Today Show, Forbes and Yahoo!, the season is off to a great start!

Coyne PR conducted deskside editor and influencer meetings with REEF ambassador, Dr. Heidi Hanna, Executive Director of the American Institute of Stress, to talk about “Beach Brain” – the scientifically backed state that occurs when we’re immersed in the sights & sounds of the beach. An authority on brain-based health, Dr. Hanna share with the media how to take your brain to the beach even when you’re stuck in the office, led them in creating their own Beach Blend essential oil combination that mimics the experience of breathing ocean air, and taught them how to detox their brains and bodies by getting into a “beach brain” state of mind.
Coyne PR invited media and influencers to step foot first into Pride season with REEF’s brand new limited-edition collection celebrating the LGBTQ+ community. From boat shoes to flip flops, the options are festive while keeping max style & comfort in mind. 100 percent of proceeds from this collection purchased through will benefit PFLAG National, the nation’s first and largest organization for LGBTQ+ people, their parents and families, and allies.
In honor of Bridal Market Week, Coyne PR seeded REEF’s new bridal styles to appropriate media from bridal publications and those attending market week events to ensure they got from appointment to appoitment in comfort and style.
For April Fool’s Day, REEF got in on the action by unveiling a spoof of its fan favorite bottle opener-enabled Fanning Sandals. The sandals, named for pro surfer Mick Fanning, were turned into the “Fanning Pack” – a fanny pack for your sandals! Coyne PR shared this new ‘ launch’ with key media and received great fanfare around the clever prank!