Roark Selects JAM Collective as Public Relations Agency of Record

June 1, 2026

The outdoor lifestyle agency will support Roark’s next phase of growth in the U.S. market.

SAN FRANCISCO (June 1, 2026) /OUTDOOR SPORTSWIRE/ – JAM Collective, a public relations agency specializing in outdoor and active lifestyle industries, has been named agency of record for Roark. The appointment increases JAM Collective’s portfolio of premium adventure brand partnerships.

The agency will lead strategic communications, media relations, brand storytelling, and integrated PR campaigns for Roark, helping to grow brand awareness across outdoor, travel, and active/run audiences in the U.S.

“Roark has built something rare, a brand where durable, high-performance gear meets iconic style, all anchored by a genuine spirit of adventure,” said Julie Atherton, CEO and founder of JAM Collective. “Adventure Never Fails isn’t just a tagline; it’s a worldview that resonates across outdoor, travel, and active communities. We’re proud to help bring that narrative to earned media in a bigger way.”

“At Roark, storytelling and authentic adventure have always been central to who we are as a brand,” said Mike Wallace, Global Marketing Director, Roark. “As we continue to grow across outdoor, travel, and running categories, we were looking for a PR partner that deeply understands both performance product and culture. JAM Collective brings strong media relationships, strategic thinking, and a genuine passion for the industries we serve, making them a natural fit for this next chapter of growth.”

Roark joins the family of JAM Collective brands, including nationally and internationally recognized clients such as Snow Peak, Mountain Hardwear, LifeStraw, Red Wing Heritage, and deuter.

For Roark media inquiries, please reach out to roark@jamcollective.net.

About JAM Collective

JAM Collective is a boutique public relations agency specializing in outdoor, active lifestyle, and premium consumer brands. With a focus on strategic storytelling, media relations, and culturally relevant campaigns, JAM partners with brands to build awareness, credibility, and long-term brand equity. www.jamcollective.net

About Roark

Founded from a desire to tell authentic stories born of adventure and discovery, Roark creates purpose-built travel and lifestyle gear inspired by destinations around the world. Each season, the brand explores new landscapes through surfing, climbing, running, skating, and other pursuits, testing products designed to move seamlessly from the trail to the city. Guided by durability, comfort, and versatility, Roark continues to expand its use of sustainable materials and Fair Trade partnerships across its collections. Driven by a spirit of exploration and self-discovery, Roark equips modern adventurers for life on the road and beyond. For more information, visit https://roark.com/

Media Contact

Julie Atherton
JAM Collective
roark@jamcollective.net
415-839-7546