iFitness, Inc., a maker of hydration belts, running belts and accessories, has changed its name to Fitletic.
Founder Shify Pomerantz lead the charge for a name change to better
capture the company’s mission of providing premium ergonomically
designed endurance accessories that allow fitness athletes to unleash
their performance potential.
“We have really matured as a
company and refined our mission and purpose,” said Pomerantz, Founder of
Fitletic, Inc. “Our products are designed to eliminate distractions
that keep fitness athletes from maximizing their athletic performance,
so Fitletic seemed like a natural expression of that ultimate goal.”
Fitletic
unveiled a new color palette, packaging, branding and a website. The
company’s products already provided premium quality with the use of
silicone grippers and Dura-Comfort Technology to reduce bounce and
increase comfort. The company’s imagery will evoke aspirational
feelings of balance, trust, strength, and premium quality.
The
company cites tremendous growth and demand as a primary component in its
branding transition, and despite the change, believes Fitletic will
resonate to a greater degree with retailers and customers who may have
been confused by the previous moniker.
“We know Fitletes want the
most enjoyment out of the fitness activities they love,” said
Pomerantz. “We will continue our dedication in providing a high-quality
and dependable line of products designed to eliminate all the
distractions that come with carrying essential items like water, gels,
keys, mobile phones, and identification while engaging in some of our
customer’s athletic endeavors; whether it’s running, walking, hiking, or
cycling.”
Fitletic’s offerings include ergonomically designed
hydration belts, armbands, and belts with variety of pouches and
features that hold phones, race numbers, gels, and items necessary for a
variety of outdoor activities. Fitletic products feature Dura-Comfort
technology and an ergonomic design that helps to eliminate bounce,
providing the most comfortable fit possible. Some of the most notable
products consumers can currently find from Fitletic include the Quench
Retractable Hydration Belt and the Ultimate II Fuel Belt. Slated for
release this year, Fitletic will offer updated water-resistant single
pouches and armbands to accommodate larger phones such as iPhone 5® and
Samsung Galaxy series, as well as upgraded Hydration Belts with silicone
grippers to eliminate bounce.
Source IFitness through SportsOneSource
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