HUUB
Driving brand impact for HUUB founder Dean Jackson MBE
Truly the most original storytellers and amplifiers I have ever met. Imaginative, strategic and 100% focused on their clients’ best outcomes.
Dean Jackson MBE, Founder, HUUB
The brief
Dean Jackson MBE is one of the UK’s most respected sports entrepreneurs, having founded HUUB, a globally recognised performance sportswear brand worn by elite athletes around the world.
Our brief was to identify and amplify the human stories behind the brand, showcasing the people, partnerships and projects making a difference both locally and nationally.
The Penguin approach
Rather than focusing solely on commercial announcements, Penguin PR developed a storytelling strategy centred on purpose, community impact and personal achievement.
We then secured media coverage across regional, national and sector-specific publications, positioning the client as a business leader with a meaningful story to tell.
Campaign highlights
From national media coverage to community campaigns, Penguin PR helped position HUUB and Dean Jackson MBE as a brand with purpose beyond performance.
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01
Celebrating a Royal honour
The best PR has always been about people. We build genuine relationships with journalists, businesses, community leaders and influencers because connections open doors that emails alone never will.
Whether we’re introducing you to the media, helping you reach new audiences or bringing the right people around the table, we create connections that make a difference.
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02
Supporting Comic Relief
Penguin PR promoted HUUB’s involvement in Radio 1 presenter Greg James’ Comic Relief fundraising challenge, helping showcase how Derby businesses came together to support a nationally significant charitable campaign.
Results
Through a consistent programme of strategic storytelling, Penguin PR has helped:
- Strengthen Dean Jackson's profile as an entrepreneur, innovator and community champion.
- Showcase HUUB's charitable, social enterprise and community-focused activities.
- Generate positive regional, national and industry media coverage.
- Reinforce HUUB's reputation as a brand that delivers impact beyond sport.
- Create a pipeline of meaningful stories that engage customers, stakeholders and the wider public.
Why it matters
By uncovering and sharing authentic stories of achievement, innovation, and
community impact, Penguin PR has driven the positioning of Dean Jackson as a founder
of a globally respected sports brand and leading advocate for community engagement,
charitable initiatives and sporting innovation.
The result has been sustained positive media coverage that reflects the full impact of
both Dean and the HUUB brand.
Working with Penguin PR has restored my faith in the agency model. I have been fed up in the past of my business coming second to the agencies. I want an agency that has my business's best interests at heart, a group who want to deliver the best results possible for the client.
Dean Jackson MBE, Founder, HUUB
