December 6, 2018

Uproar PR Chosen Once Again as Agency of Record for North, previously Thalmic Labs

Orlando agency spearheads launch of new smart glasses, results in nearly 700 million impressions in first week

ORLANDO, Fla. – December 6, 2018 – Uproar PR, an international, full-service public relations, digital and creative agency, today announces that it once again serves as the agency of record for North (previously Thalmic Labs), a Waterloo, Ontario-based consumer technology developer that aims to build a future where technology is human-centric, discreetly built into fundamental parts of our lives that already exist. The company partnered with Uproar PR to assist with the rebrand and unveiling of its newest product – Focals, smart glasses for everyday wear with a transparent, holographic display that only the wearer can see.

North came to Uproar PR to assist with the company’s rebrand from Thalmic Labs, and announce the launch of Focals. The agency planned a press tour in New York, San Francisco and Toronto, securing interest and in-person meetings with top-tier publications, like The Wall Street Journal, USA Today, Tech Crunch, CNBC, The Verge, The Associated Press, The Canadian Press and Financial Post to demo Focals the week before the new product launch.

Results from the first week of Focals’ launch included more than 50 articles publishing online and nearly 700 million total impressions around Focals, with 1.2 million views stemming from a single CNBC video. Focals presents a new take on smart glasses, prioritizing form and design first, function and technology second. Therefore, Uproar PR strategized with North to prioritize a balance of technology, business and national coverage.

“We were proud to be a part of the Myo launch five years ago, and once we learned about Focals, we knew that North had once again developed a product that would completely disrupt the market,” said Catriona Harris, CEO of Uproar PR. “Leveraging our expertise in both national and international media markets, we were able to bring the launch of this game-changing technology to the attention of millions.”

North originally partnered with Uproar PR in 2013 to launch its gesture-control armband, Myo. Through a strategic media relations campaign, Uproar PR positioned Myo to be one of the most highly anticipated wearable technology products. Beyond the product launch, Uproar PR continued to secure top-tier press coverage around Myo and the device’s use cases, including applications in music, healthcare, gaming, manufacturing and more.

“Uproar was there with us when we were in the early stages of starting out as a young company, and with the huge success around Myo, we knew it was a natural fit to have Uproar help introduce our newest invention to the world,” said Stephen Lake, co-founder of North. “It was great being able to pick up our relationship with Uproar from where it left off, and we’re excited to continue to work alongside each other once again for another successful launch.”

Uproar PR is currently ramping up for North’s upcoming showroom and store openings in Brooklyn and Toronto, coordinating top-tier press and influencers to attend the interactive retail experience and get sized for their own pair of Focals to review.

To learn more about North and their newest technology, Focals, visit

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