Small, but a winner

One of the great things about the SIMA Image Awards is that literally, ANYONE can win. It doesn’t matter if your company is big or small, if you produce fins or boardshorts, you can still be in the running. There’s a category for almost every type of product and the voting is done by your Industry peers (see yesterday’s entry to read about the exact process). And, if you’ve ever attended the SIMA Surf Summit in Cabo, you know it’s all about the camaraderie. Everyone is swigging tequila together, and they are all stoked that you’re a winner, and are ready to celebrate after the awards ceremony by patting you on the back and swigging more tequila.

To demonstrate that the awards aren’t all about the Big Five companies, I compiled a list of what “little” companies are. (Little by my opinion, no scientific research was done here.) It’s pretty cool to see. You can read the breakdown below, as well as what category they’re in, but to break it down even further, I did a head count. The small companies with the most nominations (they each happen to be up for three awards) are Insight and Sanuk, with Firewire and Matix following close behind with two. Not too far off from the big guys as most of them have an average of five. Isn’t that something? Goes to show, you can be a small player and still be heard.

I’ve bolded the small companies (again, small by my opinion) that are nominated. I also combined the nominations for the brand’s men’s and women’s categories, i.e. Quik and Roxy. Confused? Let me know and I can break it down further.

Breakthrough Brand of the Year This, obviously, is a category for the smaller brands.
Criteria: Recognizing the small- to mid-size men’s or women’s brand that experienced breakthrough growth between January 1 and December 31, 2007. Consider surfboard, apparel, footwear, wetsuit and accessory brands that had a breakthrough year through product development and/or increased brand recognition and appeal. Nominated companies can be new or established brands, but must have annual
U.S. sales of at least $1 million and no more than $25 million.
Firewire Surfboards
Insight
MADA
Matix
Sanuk

Men’s Marketing Campaign of the Year
Criteria: Awarded to the men’s apparel, footwear, wetsuit, hardgoods, accessory or media brand that produced the most creative marketing campaign between January 1 and December 31, 2007. Consider men’s brands that displayed a creative, cohesive and consistent brand message in print, digital and point-of-purchase materials throughout January 1 and December 31, 2007.
Hurley’s “Essence of Surf” Campaign           
Insight’s “ZOUP” Campaign
O’Neill’s “In It For Life” Campaign
Sanuk’s “This Is Not a Shoe” Campaign
Vestal’s “Time is What You Make of It” Campaign

Men’s Apparel Brand of the Year
Criteria: Awarded to the men’s apparel brand that featured the most exciting designs, increased its brand appeal, and grew its business between January 1 and December 31, 2007.
Billabong
O’Neill
Quiksilver
RVCA Not the first time they were nominated—in 2005 they were stoked to be in the running that they sent a whole team down to accept, if they had won.
Volcom

Women’s Marketing Campaign of the Year
Criteria: Awarded to the women’s apparel, swimwear, footwear, wetsuit, hardgoods, accessory and media brand that produced the most creative marketing campaign between January 1 and December 31, 2007. Consider women’s brands that displayed a creative, cohesive and consistent brand message in print, digital and point-of-purchase materials throughout January 1 and December 31, 2007.
Billabong Juniors “Overload” Campaign
Hurley Girls “Young Contemporary” Campaign
Insight Girls “ZOUP” Campaign
Roxy “The Get Outside Tour”
Volcom Girls “The Only Constant is Change” Campaign

Women’s Swim Brand of the Year
Criteria: Awarded to the women’s swim brand that featured the most exciting designs, increased its brand appeal, and grew its business between January 1 and December 31, 2007.
Billabong Girls
Hurley
L-Space Well, maybe not so small now that they’re partnered with C and C
Roxy
Volcom

Accessory Product of the Year
Criteria: Awarded to the accessory product at retail between January 1 and December 31, 2007  that featured the most exciting design, appeal or innovation. Accessory products such as watches, eyewear, bags, fins, etc. can be considered.
51-30 Watch by Nixon
7’6” Triple Wheelie Board Bag by FCS
Dave Rastavich/Sea Shepherd Vector Keel Fin by Future Fins
Mutant Boot Series by O’Neill
Shane Dorian Kona Gold Signature Face Stick by Vertra Great example—this is a little sunscreen company—wonder if they’ll be replacing the Shiseido stick used by so many surfers?

Footwear Product of the Year
Criteria: Awarded to the footwear product at retail between January 1 and December 31, 2007 that featured the most exciting design, appeal or innovation.
B4BC Stash Sandal by Reef
Duke Aloha Shoe by Vans
Hiapo Sandal by OluKai
Landmark Series by DVS
Sidewalk Surfers by Sanuk