HI-TEC LIQUID MOUNTAINEERING

Press Release / 03.06.2010

After two weeks of worldwide buzz, Hi-Tec, the Global Outdoor and Sports brand has revealed they were the team behind the ‘Liquid Mountaineering’ viral video which has taken the Web by storm.

The documentary-type film features three guys who run across a lake thanks to the water-repellent qualities of their Hi-Tec shoes.

Simon Bonham, Hi-Tec Group Head of Marketing comments: “We wanted to create a piece of entertainment around our hydrophobic footwear and get people talking about the footwear brand again.”

He added, “However after the initial buzz, we thought it was finally time to come clean and unveil to the world that Hi-Tec were behind the viral. The idea was to take a traditional form of marketing and totally turn it on its head, in the process capture the fun, spirited side of our brand. The reaction to the viral has surpassed all expectations; with people all over the world trying to do their own Liquid Mountaineering.”

To create the viral, Hi-Tec worked with CCCP, an independent ad agency in Amsterdam known for their award-winning work for Dutch retailer HEMA. It has featured on thousands of blogs and has had 4 million views on YouTube to date. Television coverage of the film has been flighted in Japan, Brazil, Germany, the US, Australia, Korea, Spain, France and Georgia.

To view the Hi-TEC Liquid Mountaineering viral video, you can click on the following link: http://www.youtube.com/watch?v=Oe3St1GgoHQ