King Eider Communications and Popskull Forge Strategic Partnership

Houston,Texas – Outdoor communications, marketing and public relations firm, King Eider Communications, and digital marketing and design agency, Popskull, have formed a strategic partnership to bring scalable growth to outdoor brands.

Brands face an uphill battle in today’s rapidly evolving marketing landscape. From social media to SEO, packaging to press mentions, trade shows to experiential events, knowing what to do, where to do it, and how much to do is more difficult than ever. Worse yet, if not done right, marketing dollars get spent without driving growth.

What’s needed is a marketing and advertising agency that has the specific industry experience and capabilities to develop unique, relevant, and emotionally driven content across marketing touchpoints. A one-stop-shop that continually tests and optimizes the work to ensure marketing dollars are driving revenue. A single place to call that can scale the work as the business grows.

“I’ve known Dena Vick for years and am amazed by her extensive expertise in the outdoor space. Dena and her team are simply unparalleled in how hard they work and the experiences they create for their clients,” said PJ Rashid, founder and managing partner of Popskull. “We’re very excited to add our design and digital marketing chops to their incredible work to help outdoor brands grow.”

King Eider and Popskull bring decades of proven experience in growing brands to the outdoor space. Founded by leading outdoor public relations executive, Dena Vick, King Eider has delivered public relations, media communications, content creation, field photography and videography, and trade show work to brands across the outdoor space. Recognized work has included many top brands in the outdoors space, including KastKing, Shimano North America, Mustad, LIVETARGET, and Smith’s Sporting Group, among others.

“Dena and the team at King Eider have been an incredible asset to KastKing as we’ve focused our efforts on positioning ourselves as a premium brand in the world of fishing. Their incredible relationships and experience in the industry make them a tremendous strategic partner and fantastic extension of our marketing team,” says Joe Woodward, marketing director of KastKing.

Since 2009, Popskull has helped dozens of consumer brands grow through defining brand strategies and branding, best-in-class social media and search engine marketing, packaging, e-commerce, websites, and more. Their work doesn’t rely on creativity, channel experience, or performance marketing but a combination of all three. They are best known for taking SkinnyPop Popcorn from a start-up to their $680 million IPO and Lyft’s disruptive beer campaign design. They’ve also worked with Mossy Oak, Jacuzzi, and Blue Sky Family Farms.

“Popskull was able to translate (and help clarify) our vision to transform our customers into better cooks. What I most appreciated is their ability to unite our company goals with our customers’ aspirations in a way that feels authentic and relevant,” states John Steen, strategy manager for Tramontina USA.

“We are very excited to be partnering up with Popskull. Both agencies have tapped into shared knowledge for a number of years and have discussed collaboration on several occasions. We share overlapping strengths and expertise in multiple industries. As King Eider has grown, we have become more focused on content creation, go-to-market retail strategies and public relations. While we continue to provide digital and social media strategy and execution, we recognize that in today’s environment, you must be laser-focused on the ever-changing technological changes affecting the digital landscape. Partnering with Popskull is a no-brainer. I am confident this mutually beneficial relationship will allow us to elevate the success of our clients by providing premium services,” said Dena Vick, CEO of King Eider Communications.

Together, this strategic partnership delivers a one-stop-shop that is able to strategize and execute comprehensively to get target markets to pause, consider, and engage. Best yet, they have the experience and capabilities to track the effectiveness of the work to ensure marketing dollars are delivering growth.

To find out more about King Eider and Popskull, please contact Dena Vick at

About Popskull

Founded in 2009, Popkskull is a full-service boutique agency located in Chicago. With a deeper understanding of today’s audiences, strategic thinking, and creative chops, Popskull delivers focused brand experiences across traditional, digital, and social platforms. Popskull has helped brands like SkinnyPop Popcorn, Lyft, and drive sales and connect with consumers amid today’s massive amount of marketing messaging.

About King Eider Communications

King Eider Communications is a full service agency focusing on the fishing, hunting, and outdoor marketplace. With decades of experience in public and media relations, brand strategy development and execution, and deep connections with both endemic and non-endemic brands, King Eider delivers excellence with every piece of editorial content. We elevate clients’ products and amplify their message, driving consumers to make informed, enthusiastic buying decisions.