(Orange County, Calif.) – On June 3, 2013 OluKai will partner with Austin-based retailer TYLER'S for Dam That Cancer, a premiere fundraising event benefitting the Flatwater Foundation, a non-profit organization that provides access to mental health services for those affected by cancer. Taking place on Lake Austin, Dam That Cancer is centered around a 21-mile SUP race and celebration. As a core ethos of OluKai's Giveback Program, from May 15th to June 15th, a portion of proceeds from OluKai sales at TYLER’S will go directly to the Flatwater Foundation.
Dam That Cancer participants are cancer survivors, brothers or sisters, sons or daughters, mothers or fathers, or even the best friend of someone touched by the disease. The Flatwater Foundation is an Austin-based, non-profit dedicated to providing those in the community diagnosed with cancer, as well as their families and loved ones, access to therapy and physical activities to improve their mental health. Aligning with OluKai's ongoing Giveback Program, this unique collaboration and sponsorship is one of many retail collaborations that the brand is rolling out this year.
“OluKai is proud to join TYLER'S and support Dam That Cancer’s mission," says Kerry Konrady, OluKai’s marketing director. "Tyler's cultural values are closely aligned with our ‘Ohana Giveback Program; striving to make a local and meaningful impact to the community.
Along with local reps, OluKai mentor and member of the Hawaiian Waterman Hall of Fame, Archie Kalepa will be in attendance, inviting influential paddlers and local heroes to join him on his "SUPsquatch," an oversized SUP, to collectively race the 21-mile route through the entire length of Lake Austin. "We have a saying in Hawaii that I think encompasses OluKai's Hawaiian cultural values and our passion to help those in the community around us through our 'Ohana Giveback Program: 'Malama Pono,' which means take care do right," says Archie Kalepa, OluKai brand ambassador and mentor.
Paddlers entering in the race are showing their individual dedication in the global fight against cancer by raising over $1,500 each for The Flatwater Foundation. Riding standup paddleboards from Mansfield Dam to Tom Miller Dam, this group of committed paddlers will travel the entire length of Lake Austin, 21 total miles. Along the route, TYLER’S Dam That Cancer sponsors and volunteers will accompany the paddlers onboard the "sponsor-ships," donated party-boats that will provide water, food, and plenty of encouragement. Everyone will have the opportunity to participate and show support by attending the "We Paddle, You Party" fundraising celebration at the finish line, located at the one and only Hula Hut.