Reef® Announces Its Purpose to Unite the World Around the Fun, Freedom and Spirit of the Beach

CARLSBAD, Calif., April 12, 2018 -- Reef, the industry leader in beach and surf footwear, today announced its new purpose of uniting the world around the fun, freedom and spirit of the beach.  The brand will express this purpose through a reinvigorated mantra: Beach Freely. Beach Freely encourages all who step into the sand or into Reef products to experience the beach in their own way – whether that’s surfing, barbecuing, metal detecting, or sand castle building – and take that spirit of the beach with them wherever they go. “The beach doesn’t care about what you look like, what you are wearing, or what music you listen to,” says Roger Spatz, President of Reef. The new mantra also lends itself to the brand’s updated impact strategy to help keep beaches clean for everyone to enjoy.  

Beach Freely Beach Freely

The relaunch will be reflected in an overhaul of the existing Reef.com retail website, revamped brand creative and design, product offerings, and new internal guidelines and slogan. Consumers will be seeing more pops of bright colors, fresh innovation across all product offerings, and more vibrancy in the product lines. Internally, Reef will be revamping their office space and hosting more experiences on the beach as well as focusing efforts to bring the beach mentality into the workspace.

Environmental and social impact has been a priority for Reef since the company’s founding in 1984 and has continued to grow throughout the years through the Reef WeHeart program. To maintain and strengthen corporate social responsibility efforts, Reef pledges to help preserve and restore beaches so that everyone has the opportunity to Beach Freely. “Reef has always cared deeply about the environment, people, our team members and how we do business.  Since our Purpose is clearer, we can focus on what matters most to us and our consumers,” says Spatz. Among Reef’s impact plans, the brand is partnering with the Surfrider Foundation, a nonprofit organization dedicated to the protection and enjoyment of the world’s ocean, waves and beaches, to sponsor beach cleanups every year. Also, Reef is continuing its long-lasting partnership with Urban Surf 4 Kids to help foster youth enjoy the beach and demonstrate the value of giving back to their local communities. 

Reef is proud to lead the way in the beach footwear industry creating premium, comfortable and innovative products while harnessing the brand’s enthusiasm and drive to make a greater environmental and social impact around the world.

Embrace the spirit of the beach.
Beach Freely.

ABOUT REEF®
REEF is the global footwear and apparel brand that encourages people everywhere to Beach Freely. United by the spirit of the beach since 1984, REEF designs innovative and comfort-driven products to celebrate the freedom and fun of the beach lifestyle.

REEF® and Reef Beach Freely™ are trademarks of South Cone, Inc.

Contact: Maggie Stankaitis [email protected] 585-507-8253

Photos accompanying this announcement are available at
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