Let Her Rip

On International Women’s Day back in 2021, MasterCraft Boat Company launched its “Let Her Rip” campaign to support the ongoing push to empower women in the water sports industry. In partnership with MasterCraft athlete and wakeboarding champion Meagan Ethell, the inaugural campaign year began with two complimentary on-water clinics in Orlando, Florida. In the years to follow, it would grow to a multi-city event series, with more brand partners, additional athletes, and more opportunities for women to gain confidence in boating.

My Role

I was a key stakeholder and creator of a nationwide, multi-city brand awareness event centered
around women empowerment in boating. For two years, I managed event production, athlete involvement, and a well-rounded earned and owned social strategy to uplevel brand presence in five major markets for the company.

Marketing Strategies

BUILD BRAND EQUITY IN MAJOR MARKETS

Working in tandem with the sales department, I targeted five top selling wakeboat markets across the country to spearhead the “Let Her Rip” tour. Not only did the campaign show the brand’s commitment beyond selling boats by offering free clinics, but it positioned MasterCraft as an industry leader in inclusion.

CHAMPION FEMALE ATHLETES

Women in water sports have battled for equality in a male-dominated field for decades. Featuring wakeboarding world champion Meagan Ethell as the hero of the “Let Her Rip” campaign, MasterCraft was able to transcend typical perceptions of the sport and show their commitment to female athletes. In addition, I was able to work with Meagan’s sponsors like Red Bull, Body Glove, and Nomadix to jointly support inclusivity in action sports.

EMPOWER WOMEN ON THE WATER

Strong communities last, and brands that continuously show up to support those communities create lifetime value. Creating a space for an underserved community in the boating world, MasterCraft was able to challenge industry norms in a traditionally male-dominated space and build a supportive, women-focused learning environment that continues to grow each and every year.