Once a symbol of style (particularly on the slopes), Skullcandy had lost its edge—seen as a low-quality, budget brand in a crowded CE market. With inconsistent, reactive PR, the brand struggled to cut through & needed to rebuild awareness, demand & cultural relevance.
TBA implemented an aggressive, always-on PR strategy anchored by a strategic annual roadmap. Product launches were supported through embargoed pitching, pre-briefings & robust seeding. Collabs, limited editions & seasonal storytelling fueled cultural relevance, while cause marketing initiatives highlighted Skullcandy’s sustainability efforts. This disciplined, proactive approach ensured consistent messaging, narrative control & year-round visibility.
In three years, earned impressions rose 40% YoY, surpassing 50B. Media relationships shifted from reactive to inbound, with top-tier coverage in TODAY, BuzzFeed, Forbes, Rolling Stone, The Strategist, Sports Illustrated, USA Today & more. The sustained momentum reestablished Skullcandy as a trend-forward, culturally relevant brand in the CE & lifestyle spaces.
