In 1975, JAWS sank its teeth into movie history with what is now considered one of the greatest films ever made. Shot primarily on Martha’s Vineyard, the movie featured quintessential New England living – a lifestyle synonymous with Sperry, which was the footwear worn in the original film. Forty years later, Sperry and Universal collaborated on the Sperry x Jaws collection honoring JAWS’ decades of frightening audiences. For the collaboration, Hunter PR executed a media relations campaign to build excitement and demand surrounding the launch. Shark-themed packages were sent to editors, social influencers, celebrities and movie buffs who were known fanatics of the JAWS franchise. Media outreach to movie, entertainment, and fashion editors announced the collection, and an integration with IFC network during Memorial Day Weekend cemented the collaboration’s timely and cultural relevance as America headed into the summer season. Hunter PR secured 95 placements and 94 million impressions in top-tier media outlets such as Mashable, InStyle, and Mental Floss, and Sperry saw an average sell-through rate of 57% on all Sperry x JAWS product.