Reef Names Haymaker as Creative Agency of Record

By Erik Oster 

“Surf lifestyle leader” (and sandal maker) Reef appointed independent Los Angeles agency Haymaker as its creative agency of record, following a review.

“Our passion to forge deep emotional connections through our brand story and product line is what drives us here at Reef,” Reef vice president, marketing Mike Matey said in a statement. “Haymaker is the perfect partner to push us to the next level and make a huge impact. Their insights, instincts, and creative horsepower are second to none, and we’re excited for the road ahead.”

Haymaker will be tasked with leading brand creative and social duties, launching a new brand campaign some time next year. The appointment marks the first agency of record assignment for Haymaker, which was founded by 72andSunny veterans Jay Kamath and Matt Johnson in February.

“We love to partner with brands with big ambitions. From our first meeting, to our first project, and throughout the pitch process, it was clear that Reef wanted to swing big. I’m happy Haymaker gets to play a role in their brand story moving forward,” Kamath, who serves as chief creative officer for Haymaker, said in a statement.

“Reef has been an innovative company since day one. Whether it’s building bottle openers into the sole of their sandals or transforming four classic Surfer Magazine covers into sandals you can pop out and wear, Reef has consistently pushed the boundaries of beach culture,” added Johnson, who serves as chief strategy officer. “We couldn’t be happier to help them rethink and reimagine the role their brand can play.”

Since its launch in February, Haymaker has worked with clients including 23andMe, KaBOOM! and Lionsgate Entertainment, as well as Reef.