Bothell, Wash.-based functional water brand Essentia Water will be keeping yoga and music fans hydrated this summer as the official water of the 2014 Soulshine Yoga & Music Tour.
Many Essentia consumers are yoga enthusiasts who appreciate the product’s functional and high-alkaline properties that absorb nicely and tend to reduce stomach swish for an ideally hydrated yoga session, according to Paul Curhan, Essentia’s vice president of marketing and innovation. For this reason, the partnership with the Soulshine Yoga & Music Tour is a good fit for the brand.
Kicking off June 19 at the Santa Barbara Bowl in California, the nationwide tour is expected to attract up to 10,000 people at each event. The tour will visit 31 cities across North America, wrapping up Aug. 2 at The Woods at Fontanel in Nashville. During the daytime portions of these events, attendees can participate in optional yoga classes that are geared toward all ages and experience levels. Some of yoga’s most inspiring instructors, like Baron Baptiste, Seane Corn and Ryan Leier, will lead the classes that flow along to acoustic music by Michael Franti and other musicians.
The functional water’s high-alkaline properties absorb nicely and tend to reduce stomach swish for an ideally hydrated yoga session, according to Paul Curhan, Essentia’s vice president of marketing and innovation.
At night, the tour will host an evening concert series featuring headline Michael Franti & Spearhead along with Soja and Brett Dennen, several DJs and many others.
Each venue also includes a Soulshine village where attendees can relax between shows, socialize, and interact with show sponsors.
“Bringing people together to celebrate with music is very powerful,” said Michael Frantil. “When I started practicing yoga 13 years ago, I found that inviting people to practice together has that same effect. With Soulshine, it is important that we align with partners who are also advocates for healthy living. Essentia shares our passion for this project and we’re happy to have them on board for our summer tour.”
Essentia’s partnership with the Soulshine Yoga & Music Tour provides the brand with sampling opportunities, as well as a presence in the event’s advertising, social media and other promotions, the brand says. Essentia also will launch regional in-store and online promotions around tour stops in select markets.
In anticipation of the tour, Essentia is giving away tickets to the various events across the country to its Facebook fans. Now through July 13, consumers age 18 or older can enter to win a pair of tickets to select Soulshine events in California, Oregon, Washington, Illinois, New Jersey, Massachusetts, New Hampshire, New York and Pennsylvania. Two winners for each event will be selected at random on the dates specified. Details are available at www.facebook.com/essentiawater.
“Essentia is thrilled to be involved with 2014 Soulshine Yoga & Music Tour,” said Paul Curhan, vice president of marketing and innovation for Essentia, in a statement. “Both Essentia and
Soulshine share a commitment to inspiring people to lead a healthy and more balanced lifestyle. So in both demographic and vision this is a perfect partnership.”
In the spirit of community, a portion of the Soulshine Tour’s proceeds will be donated to three non-profits: Do It For the Love Foundation, which brings musical experiences to people in advance stages of life threatening illness, wounded veterans and children with severe challenges; Love Hope and Strength, an international music-centric charity dedicated to providing support for cancer centers and patients; and Reverb, an organization that educates and engages musicians and fans to take action toward a more sustainable future.
