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Founder, Kim Overton, conceived the idea for SPIbelt™ on September 17, 2006, while jogging with her key tucked into her bra top. Thinking, “there’s got to be a better way”, she went home that day and assembled the first sleek, no-bounce small personal item belt in red.

In 2007, Spibelt partnered with Avalon to drive awareness and acceptance throughout the consumer marketplace. Over the years, the PR challenge has evolved along with SPIbelt’s product line. With new products for tech gadgets, pets, diabetics and even children, the demographic of potential consumers expanded and the challenge became to create brand awareness within the emerging markets while solidifying the overall Spibelt brand in the United States.


Avalon immediately created a clear set of objectives for SPIbelt’s PR program that would raise brand awareness. The goals of the program included:

  • Create clear, simply, yet differentiated messaging to educate potential consumers about SPIbelt’s product line and establish SPIbelt as a must-have for a hands-free lifestyle;
  • Introduce SPIbelt’s product line to relevant media contacts at national and regional magazines, national and regional television programs, newspapers, online sites and trade publications;
  • Secure media coverage on a national and regional level to increase brand awareness among potential consumers.


In 2008, SPIbelt had just one employee and revenue of $1.1 million. In just three years, SPIbelt added 11 employees and its revenue had grown by 325% to $4.6 million in 2011. This incredible growth has in part, been fueled by Avalon’s success with media placements and establishing brand recognition in the marketplace.

Since working with Avalon, SPIbelt™ has been featured on CNN, The TODAY Show, The Rachel Ray show, Good Morning America, INC Magazine, Austin Business Journal, SHAPE magazine, SELF magazine, Runner’s World, Better Homes & Gardens, MORE Magazine, Energy Times, Oxygen Magazine, Chicago Tribune, Orlando Sentinel and countless other national and regional publications.

Available in over 30 countries, SPIbelt™ has become the recognized brand people turn to when looking for a simple and secure means to carry their small personal items.

Honored with the #175 spot on the Inc. 500 list of America’s Fastest Growing Companies in 2011 and the #979 spot on the Inc. 5000 list in 2012, SPIbelt’s goal is to continue to create products that help keep things in your life simple and safe.


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To launch a new, emerging brand and product line in the U.S. and Canadian marketplace.


Bambooee came to Avalon with a limited understanding of how Public Relations would support the extension of the brand and product line in the consumer market place. Avalon implemented a targeted strategy throughout the U.S. and Canadian consumer media to communicate the benefits of using the reusable, washable Bambooee product.

The strategy was two pronged in its approach. First, Avalon launched the brand and products as must-have component to any home and kitchen. Second, Avalon actively targeted health and environmental media for coverage of the brand and product as an important component to preserving the environment. By coordinating the official brand launch with Earth Day, Avalon was able to effectively pursue both opportunities for exposure at once.


Avalon’s efforts throughout the 18 month program to date have solidified the Bambooee product line in the consumer marketplace in the United States and Canada. By driving media awareness of the product line and driving sales to key retailers including Williams Sonoma and Costco in the U.S. and Giant Tiger and Sobeys in Canada, Avalon supported Bambooee’s sales efforts to expand the brand’s reach into the retail chain while also increasing overall consumer acceptance.

To date, Avalon’s efforts have generated hundreds of media impressions for the Bambooee product including national exposure in Good Morning America, Oprah.com, USA Today, Chatelaine, Woman’s World, Veg News, Parenting Magazine, Natural Health, Delicious Living, Modern Dog, City Style & Living, AM New York, Indianapolis Star, Cincinatti Enquirer, Sacramento Bee, Kentucky Enquirer, Seattle Times, and others.
Environmental and trade coverage are also very instrumental for Bambooee and Avalon’s successes have included placements in Natural Foods Merchandiser, Whole Foods Magazine, Natural Awakenings, Organic Authority, Tree Hugger, Envirothink, Center for a Better Life, New Hope 360, Record Searchlight and others.

Recently, the Avalon team has been focused on generating broadcast TV exposure for the brand and in addition to Good Morning America, coverage has included Fox 25, Fox 31, Fox 5, New Day, Morning Blend, King 5 and others.

Ready to talk about driving exposure for your brand and products? Contact us today