OluKai is tapping Hawaiian lifeguards as brand ambassadors and product testers

Hawaiian-inspired footwear brand OluKai is making waves in ocean sports by working with professional lifeguards.

For about two decades, OluKai has been the official footwear partner of the Hawaiian Lifeguard Association, equipping hundreds of lifeguards with several pairs of sandals and sneakers each year. The lifeguards also play an active role in product development by field-testing OluKai shoes on the beach, in the ocean and on trails. More recently, the lifeguards have started doubling as content creators, appearing in OluKai series like “On Guard” and working with the brand on ocean-safety videos.

“From a narrative or story standpoint, we’re really focused on developing this authentic point of view in Hawaii,” Kerry Konrady, the brand’s chief marketing officer, said in an interview. “Being a lifeguard in Hawaii is a very revered career path,” he added, saying, “You could consider them our athletes.”

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