Deckers Initiates Agency Search

Deckers Outdoor Corp., makers of athletic and recreational footwear, is conducting an agency review, according to sources. Billings are estimated in the $3-5 million range.
The Goleta, Calif.-based company held chemistry checks with 10-12 agencies in California and “a few” outside the state, according to Jim Van Dine, vice president of sales and marketing. Cohn Godley Norwood in Boston, which recently won an assignment for Decker’s Simple brand, is among the contenders, Van Dine said.
Orange County consultant Steven Stocks is conducting the review. A short list of two or three shops will be announced this week.
The review includes Deckers’ Teva sports sandals, Simple casual and athletic footwear and Ugg sheepskin boots.
The company spent about $1 million advertising Teva sandals last year, according to Competitive Media Reporting. Deckers executives have said they plan to slowly increase the ad budget this year.
Van Dine said the brands may be divided among shops or consolidated at one shop. A decision is expected in May.
Agency executives declined to comment. –with Jane Irene Kell