BlackStrap Signs The Sideways Life As PR Agency Of Record To Elevate Brand Awareness

May 5, 2025

The strategic partnership will elevate brand awareness to core and new audiences

BEND, OR (May 5, 2025) /OUTDOOR SPORTSWIRE/ — BlackStrap, a mountain lifestyle brand best known for its technical and playful balaclavas and headwear, has named The Sideways Life as its new public relations agency of record. This strategic partnership is set to power BlackStrap’s ambitious growth plan across North America, including expansion into new product categories, connecting with broader audiences, and amplifying overall brand visibility.

Born in Bend, Oregon, BlackStrap was built on the spirit of adventure and the love of the outdoors. What started in 2008 as a small collection of winter facemasks has evolved into a four-season collection of technical gear designed to enhance every mountain experience— from snow-covered peaks to dusty trails. Proudly independent, BlackStrap leads with purpose and a deep commitment to mountain culture and community.

The Sideways Life is known for its bespoke approach to public relations and social media, and its ability to connect with active, adventure-seeking individuals who value performance, style, and authenticity. With a strong track record of building compelling brand narratives and engaging influential communities, The Sideways Life is well-positioned to help BlackStrap extend its reach and impact among core fans and the next generation of outdoor enthusiasts.

“BlackStrap has a lot of brand momentum right now. While well-known as a winter accessory brand, we are excited to lean into our new positioning as a four-season technical layering brand. The Sideways Life brings the experience, energy, and cultural context to amplify our brand to new audiences. We are excited to begin this new partnership, adding fuel for this next chapter, “ says Trever Hayes, BlackStrap Marketing Manager.

The Sideways Life will focus on developing innovative PR campaigns, engaging community-building strategies, and best-in-class activations to highlight BlackStrap’s exceptional products and their role in enriching outdoor adventures. By leveraging The Sideways Life’s deep understanding of the ever-evolving media landscape and outdoor lifestyle trends, the partnership aims to increase brand awareness and cultural cache.

“The best partnerships start with a clear vision, and the team at BlackStrap has its eye on the future, with a plan to shape and grow its business. Our shared cultural heritage in the snowsports space makes for a mutual understanding and natural camaraderie that lays a strong foundation for a great partnership. Can’t wait to share their new stories,” says Rian Rhoe, founder of The Sideways Life.

BlackStrap is an independently owned and operated mountain lifestyle brand based in Bend, Oregon. Founded in 2008, Blackstrap has steadily grown as an industry leader, supporting mountain culture through initiatives such as their partnerships with park building crews across North America and USASA (United States Association of Snowboarding and Freeskiing).

About Blackstrap:

BlackStrap Headwear is a mountain-lifestyle brand born in Bend, Oregon, built on the spirit of adventure. Since 2008, we’ve grown from a grassroots idea and a small collection of facemasks into a layering brand supporting four-season pursuits– from snow to trail and everything in between. We are committed to enhancing every outdoor experience while staying true to our independent roots.

About The Sideways Life:

Founded in 2020 by Rian Rhoe, The Sideways Life is a bespoke public relations and social media agency tailored to reach an adventure-seeking, active audience with a keen sense of style. We’re storytellers, creators and connectors. We’re media-fans who love great brands. Let’s make some noise. https://www.thesidewayslife.com/

Press Contacts:

Sierra Domaille
sierra.domaille@thesidewayslife.com

Rian Rhoe
Rian@thesidewayslife.com