born free, the new direct-to-consumer offering from Rhode Island-based SUMR Brands, has chosen Adam Ritchie Brand Direction as its U.S. public relations agency of record. The agency will support the brand’s mission to liberate modern family living with a curated selection of premium, design-centric and affordable baby essentials.

Its first collaboration with born free is the Find Your Free pop-up event in New York City, where together they’re creating an “influencer inversion” approach to give real people without social followings a top-tier influencer experience. Other services will include brand strategy, content marketing, media outreach and partnership development.

born free liberates modern family living with a curated selection of premium, design-centric and affordable baby essentials. Its line includes the kova baby bouncer, nisa playard, wima baby carrier, liva stroller and more.

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