Reef has announced that they have come to terms with current world champion Mick Fanning on a new 5 year deal. Mick’s partnership with Reef dates all the way back to 1995. Since then, he has established himself as one of Reef’s elite footwear team riders, along with the likes of Rob Machado and Sofia Mulanovich.

“I’m so stoked to continue my relationship with Reef, they have been my longest sponsor along with DHD. I have been wearing Reef shoes and sandals for as long as I can remember. The people who work there are like family which makes the partnership that much easier.”

Mick’s journey to the top has been a long, arduous trek. Reef has seen him progress through National titles, Pro Junior series, and the grueling WQS on his way to winning the ASP title last year. Mick is as hard a worker and as dedicated a surfer as you’ll see on the tour. Reef has to be especially stoked on this deal, seeing that Mick’s consistency will almost undoubtedly keep him at or near the top of the standings in every one of those five years. Congratulations, once again, Mick Fanning.

Reef, whose best known as a footwear company, has been making a strong push into apparel with the latest being their full line of girl’s swim and sportswear.

Reef first launched its full line of girls-specific sandals 10 years ago. They have since expanded into closed-toe footwear and handbags. They’re now planning a massive launch that includes both swimwear and sportswear for females. Girls Brand Director, Trisha Hegg has this to say about the line…

“Our target consumer is 17 to 24 years old and wants hip styling that still ties back to the beach. She has an active lifestyle connected to the water, but still wants to be fashionable.”

The swimwear collection will launch with 34 suits with tops prices from $38 - $46 and bottoms from $36 - $44. The sportswear line will launch with around 90 pieces in the $24 - $78 range.

Reef says they are backing the launch with a huge marketing campaign and in-store push. This will include a new logo, a new trade show booth, premium retail fixtures, and an ad campaign in Teen Vogue magazine. I haven’t seen any mention or evidence of an online marketing campaign yet which would be a huge mistake for Reef.

New media channels offer a great place to create mindshare and connect with consumers on a more personal level. Most 17 - 24 year-olds spend a good amount of time on social networking sites like MySpace, Facebook, and YouTube. Lets not forget search either; Reef will be missing out on the opportunity to reach the millions of people who search for girl’s surf wear on Google.