Jones Soda Co. partners with K2 Sports

Posted By: The Ski Channel on April 5, 2011 1:26 pm

Ah, K2.  The memories of growing up have K2 ingrained in my brain.  Glen plake, remember the poster of him on top of that car, Mike Hattrup and Scot Schmidt, need i say more? For starters.  I thought I was so cool rocking my K2 extremes and jump turning like my heroes did.  Then came guys like Shane McConkey and Seth Morrison, pioneers of the sport who were and are ambassadors to the iconic brand.  K2 skis have meant something to almost everyone in the world of skiing.

Jones Soda Co., a leader in the premium soda category and known for its innovative marketing, announced a partnership with America’s top-selling winter sports brand K2 Sports to pursue new snow-inspired initiatives. As part of the partnership, K2 will wholly integrate the Jones brand throughout its marketing initiatives as well as create some one-of-a-kind Jones Soda skis and snowboards.
“Our sodas hav
e always been popular with the snow, surf and skate cultures,” commented Mike Spear, Director of Marketing for Jones. “The alignment with K2 is one of Jones’ biggest cross-marketing initiatives to date, as both brands will mutually integrate one another through multiple avenues including digital, retail, and events.”
“K2 and Jones have a history of connecting with consumers on a deeper level through groundbreaking marketing programs and products,” said Jeff Mechura, Vice President of Marketing for K2 Sports. “We’re made for each other. The partnership is an excellent opportunity for both companies to jointly reach our fans in new and unexpected ways.”

The two brands have agreed to a two-year alignment that will involve cross-brand presence via digital marketing, as well as mutual appearances at snow sport events, demo centers, movie premieres, retail displays and more. In addition, the companies will develop cross-branded merchandise for Jones to use as incentives and prizing.

The Jones brand has long been known for its grassroots marketing approach. Historically, the Company achieved popularity through its alternative distribution strategy that included product placement at extreme sporting events and in skate and surf shops, piercing parlors, music stores and more. Today, Jones soda products are found in major retailers all throughout North America, while the brand still enjoys a strong connection with its loyal audience through its fan-submitted labels, engaging promotions and innovative soda offerings. To learn more visit