London Fitness Community Helps Bring New Reebok Brand Mark To Life With Spectacular Workout At Marble Arch

On 22nd April in London, United Kingdom, Global Fitness Brand, Reebok, brought London's fitness communities together at Marble Arch to celebrate its new brand mark – the Reebok Delta symbol. Hundreds of fitness enthusiasts took part in simultaneous CrossFit®, BODYCOMBAT™ and Spartan Race workouts, creating a living, breathing and sweating, physical manifestation of the new Reebok brand mark.

For centuries, the Delta has been a symbol of change. Reebok's new brand mark symbolizes the brand's mission to help people change for the better and be the best version of themselves through fitness. Reebok believes that living a fit life creates physical, mental and social changes - each of which are represented by the three independent sides of the brand mark.

To bring this to life, Londoners from the CrossFit, Les Mills and Spartan Race communities came together to work out, celebrate Reebok's new brand mark, and offer people the opportunity to experience their unique brand of fitness.

Each side of the brand mark was represented by one of three bespoke workouts. Members of the local CrossFit community participated in workout consisting of kettle bell swings, box jumps and squats; Les Mills hosted a high-energy BODYCOMBAT™ session and Spartan Race created a bespoke obstacle course training session including high knee marches with sandbags and burpees. This first-of-its kind fitness event was captured in a spectacular aerial photograph via helicopter against the iconic backdrop of London. 


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Reebok Chief Marketing Officer, Matt O'Toole, commented: "With the launch of our new brand mark we are signalling a big change at Reebok as we focus all of our efforts on fitness. We want to celebrate those who share our beliefs and want to demonstrate to the world how you can achieve a better life through fitness – physically, mentally and socially.

Source Reebok

Kwik Tek Launches New Stand Up Paddle Board Accessory Store, AIRHEAD SUP

Kwik Tek, owner of the AIRHEAD® and SPORTSSTUFF® has branched out to offer there own brand of stand up paddle board accessories. 

Denver, CO  April 28, 2014

Kwik Tek Inc., owner of the AIRHEAD® and SPORTSSTUFF® brands, has long been recognized as the industry leader in towable tubes and a “one-stop shop” for wake boards and other boating watersports items.

In recent years Kwik Tek branched out to cater to the fast rising popularity of stand-up paddle boarding (SUP) with inflatable boards and now, an entire website dedicated to stand up paddle boarding accessories and gear: http://www.airheadsup.com.

AIRHEAD SUP will be supported with print advertising, product reviews, and an active social media presence.

The recently launched Airhead SUP offers SUP enthusiasts a one-stop shop for all their stand-up paddle boarding needs. The online store gives stand up paddle board lovers the ability to find everything they need to get on the water, all in one convenient spot. Offerings include paddles, leashes, board carriers and even non-slip platforms for canine companions. You have to see the new inflatable pontoons (“training wheels”) they developed that add stability and balance to any stand up paddle board. Airhead SUP™ also offers a wide range of safety gear including life lines, leashes, Coast Guard approved paddle sports vests and first aid kits.

In addition to SUP accessories, AIRHEAD SUP™ offers the well-established AIRHEAD® brand line of inflatable stand up paddle boards. The Na Pali Stand Up Paddleboard measures in at 10’6” with a rugged construction that holds 15 lbs of air pressure, giving it the same feel and handling as a fiberglass board. Also available is the rock solid SS (“Super Stable”) Stand Up Paddleboard. This 10’8” inflatable SUP with integrated side stabilizer pontoons provides one of the most stable platforms in the industry, making it the perfect choice for beginners, SUP fishing, yoga, and larger paddlers.

AIRHEAD SUP promises to be the ultimate resource for stand up paddle boarders nationwide with competitive prices, exceptional products and convenient shipping options. Keep an eye out for more innovative SUP accessories, to be released in the near future. For now, be sure to shop the store’s complete line of waterproof solutions including floating electronic cases, roll-top dry bags and duffels. Airhead SUP also offers inflatable floating coolers, water guns, and floating river tubes to complement your adventures on the water.

Located minutes from the Rocky Mountains in Denver Colorado, Kwik Tek has manufactured fine watersports products and accessories for over 20 years. This proven history of building quality products has strengthened the brands' identities and grown Kwik Tek to be a leading manufacturer of inflatable tow tubes, floats, and marine accessories. In addition to AIRHEAD® and SPORTSSTUFF®, Kwik Tek also offers these brands: DRY PAK® floating waterproof cases, JET LOGIC™ personal watercraft products, ATV LOGIC™ ATV accessories, SCOOTR LOGIC® scooter accessories, and HULL HUGR™ boat fenders and dock bumpers.

Be sure to check out http://www.airheadsup.com.

By press release

Accell Group Tells Shareholders Results Improving

Accell Group N.V. told its shareholders Thursday that sales and profits improved in the first months of 2014 compared with the same period of 2013 as favorable weather in Europe stimulated sales of its bicycles.

“We have seen a positive start to the year 2014,” Accell Group NV CEO René Takens tol the company's shareholders at their annual meeting meeting. “Revenues in most markets developed positively.

 Electrically-assisted bikes continue to be popular and they are gaining popularity in countries where the market is still in its infancy, including the United States. Furthermore our sports bikes are also proving highly popular.”

Takens affirmed the Dutch company’s previous forecast for 2014, which calls for increases in sales and profits over 2013, when the company had sales of €849.0 million.

Takens said integration of production facilities for its Batavus and Sparta bike brands at its headquarters facility in Heerenveen, The Netherlands, is progressing according to plan. He also disclosed the company will invest in an automated warehouse system for the spare parts deliveries of Juncker, Batavus, Sparta and Koga. This new system will be based at the company’s facility in Apeldoorn and become operational in January, 2015.

Accell booked a profit of €3 million on its €20 million sales of its Hercules brand to the German buying group Zweirad-Einkaufs-Genossenschaft eG (“ZEG”) during the quarter.

Takens said the company's subsidiaries, which include manufacuturing operations in the Netherlands, Germany, France, Hungary, Turkey and China, have considerably reduced their working capital compared to 2013 by reducing inventories. The sale of Hercules, meanwhile, reduced debt.

Accell Group N.V. design, manufactures and markets mid-range and premium bicycles, parts and accessories and fitness equipment in more than 70 countries and is Europe's largest seller of bikes, parts and accesories in terms of revenues. It is also a major supplier in Turkey, the United Kingdom and the United States, where Kent, WA-based Accell North America (ANA) markets Raleigh, Diamondback and Lapierre bikes.

ANA is preparing to launch its first electrically-assisted sport bikes under the German Haibike and French Lapierre brands this summer.

Accell Group and its subsidiaries employ approximately 2,900 people worldwide in eighteen countries. The company has production facilities in the Netherlands, Germany, France, Hungary, Turkey and China. Accell Group products are sold in more than seventy countries. The company’s headquarters are located in Heerenveen (the Netherlands).

The Accell Group shares are traded on the official market of NYSE Euronext in Amsterdam and are included in the Amsterdam Midcap index (AMX).

By press release


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Boxman Studios Teams up with TaylorMade to Create Unique Golfing Experience

The ‘Tuned Performance Studio' hits the road to provide custom golf experiences to golfers 

Charlotte, NC April 30, 2014

Boxman Studios, the global leader in shipping container modification, created an immersive brand experience for TaylorMade Golf Company. The Tuned Performance Studio is a one-of-a-kind mobile golfing experience that features a fully appointed club-building workshop complete with state-of-the-art tools, fully-stocked product inventory, and expert technicians.

The Studio is crafted from two 20’ intricately customized decommissioned shipping containers.

“We have been looking to improve the consumer experience and ultimately change the way golfers interact with our equipment at demo days,” said Brad Holder, TaylorMade Golf’s Director of Marketing. “The Tuned Performance Studio is a total re-invention of the driving range experience. Similar to the treatment a Tour pro would receive, consumers can interact with a company representative, get a comprehensive fitting and watch as their clubs are built on-site.”

Currently located at the Haggin Oaks Golf Club in Sacramento, California, the Tuned Performance Studio is set to visit major markets and golf destinations across the United States in 2014, and beyond. The space is divided into two areas to serve golfers, an 8’ x 20’ custom build shop, and a 16’ x 20’ retail space.

When the Studio arrives at a location with a driving range or hitting bay experience, golfers will have the opportunity to:

• Purchase products exclusive to the Tuned Performance Studio like special make-up t shirts, sweatshirts, leather headcovers, and hats.
• Demo TaylorMade’s newest products and technologies with the expert assistance of a highly trained technician.
• Get fit using the new Tuned Performance fitting applications, featuring TaylorMade R&D logic.
• Watch as their clubs are built onsite by a TaylorMade Technician.

After the golfer’s product recommendation is validated via the Tuned Performance application, he or she will feel like a Tour pro as their new TaylorMade driver is built to their exact specifications right before theireyes. The mobile structure is also fully outfitted with custom lighting, flooring, and a full range of digital capabilities.

Aside from the mobile tour, two permanent build shops will set up in Orange County, CA and Las Vegas, NV. “We’re excited about helping TaylorMade roll out this unique experience that will no doubt help raise the bar for golfing demos across the country.” Said Boxman Studios CEO David Campbell.

For a photo gallery of the Tuned Performance Studio, click here.

About Boxman Studios

Founded in 2009, Boxman Studios offers design, development, and deployment services of customized shipping containers for some of the world’s top brands, modifying them for a range of markets and applications. In 2013 Boxman was named Fastest Growing Private Company in Charlotte with three successive years of 500% growth.

About TaylorMade-adidas Golf

Headquartered in Carlsbad, California, TaylorMade-adidas Golf Company sells golf clubs, balls, clothing and accessories under the TaylorMade, adidas Golf, Adams and Ashworth brands. TaylorMade-adidas Golf Company posted 2013 sales of over €1.3 billion.

Contact: Boxman Studios - 704-333-3733                
David Campbell - dcampbell(at)boxmanstudios(dot)com - 704-333-3733        
Jim Mitchem - jmitchem(at)boxmanstudios(dot)com - 704-333-3733

Tapping into the full potential of Latin America, for Amer sports

Growing economic prosperity coupled with the trend towards leading a healthy lifestyle as well as the increasing popularity of activities such as cycling and running makes Latin America an attractive market for Amer Sports.

Juan Carlos Aziz, General Manager for Amer Sports Latin America, discusses the potential and Amer Sports’s strategies to tap into the full potential of the region.

“We added Salomon to our brand portfolio at the end of 2006, and since then we have expanded our footprint to most Latin American countries and all relevant capitals. We have chosen two different business models to develop our growth plans: directly, like on the Mexican market or through our distributors, which we have done in basically five regions within Latin America. We have strong distributors and partners covering the region. One way of developing the brand has been through Salomon and Wilson Brand Stores. We are proud to have at least one brand store in most major capitals in Latin America.”

“My primary responsibilities lie in pursuing every single opportunity that will yield brand positioning, brand recognition and improving revenues in a profitable way”, Juan Carlos sums up.

Growth driven by expanding middle class and development of retail business

According to Juan Carlos, there are four main factors behind Latin America’s business potential: consumer spending, increasing interest in sports and wellness, retail development and e-commerce.

Economic and demographic growth can be regarded as one of the main drivers in Latin America during last five years. For example in Peru and Brazil, poverty has decreased dramatically. Moreover, the growing middle class is more and more interested in a healthier lifestyle in terms of sports and wellness activities.

“Brazil will soon be hosting the World Cup and Olympics, so there is a boom in the sports apparel and equipment industry. This means Amer Sports needs to be at the top of the game in this region”, Juan Carlos adds.

Retail business is developing fast with big investments in the largest countries, especially in Brazil and Mexico. Apparel, electronics, sporting goods and luxury brands are growing aggressively in own retail, providing an outstanding opportunity to project an upscale brand image and increase sales and margins. Also e-commerce is growing rapidly, especially in Brazil. For example, today the largest sporting goods retailer in the region with more than 120 stores gets more than 15% of their total revenue via e-commerce.

Opportunities and challenges

To succeed in Latin America, Amer Sports focuses on own retail and especially developing its Apparel and Footwear business. Growing the number of Wilson and Salomon brand stores provides the company an excellent opportunity to present its brands as a whole concept in the mass merchant driven market. This is particularly important for Wilson, because of the diversity of various sports the brand is involved in, and also an excellent opportunity to develop the Apparel and Footwear business.

The biggest challenges that need to be taken into account in Latin America are increasing competition and economical factors. The competition is particularly fierce in Brazil, with a growing economy, fast growing consumer spending and sophistication. “We support our distributors and develop more local sourcing to compete in this high duties and high taxes market”, Juan Carlos explains.

“Two years ago, we changed our business model in Brazil from an Amer Sports subsidiary to a business run by distributors. This new business model allows us to increase our EBIT in the region with a better brand development”, Juan Carlos Aziz explains.

The biggest challenges are currently in Venezuela and Argentina. Venezuela is currently facing deep social, economic and political problems which limit business opportunities, and Argentina, one of Amer Sports’ main markets, is also facing imports restrictions and a high inflation process, which makes it more difficult to grow the business. Also increasing protectionism could be a critical factor in the future years in the region.

“Mexico is a rapidly growing, mass merchants driven market with a stable economy and high team sports participation. Our own retail for Wilson and Salomon has been a tremendous success there. We have been able to improve brand perception and grow our Footwear and Apparel business. For example, the special Inflates collection has brought us to a dominant position in this extremely competitive market.”

For Wilson, most potential lies in own retail and apparel and footwear. Retail is developing and growing fast as a business opportunity and we have strong brand concepts. Apparel and Footwear are growing faster than hardgoods, and the market size is very attractive.

For the mountain brand Salomon, the biggest potential lies in the Andean countries, led by Peru. Also Colombia and Costa Rica represent good opportunities as well as Chile, which has a very solid economy.


Driving scale and synergies

Salomon has a solid retail platform to develop the business in Latin America, while Wilson has a strong brand concept. For Wilson, retail has been successful in terms of sales but also bringing a better brand perception as an upscale sports brand. Multibrand stores have been a success for both brands. At the same time, having distributors in main countries provides synergy benefits, allowing to maximize market opportunities with a controlled opex budget.

The operations and marketing of Amer Sports’ brands in Latin America are led from Mexico City.

“Strong cooperation between our regional marketing and commercial teams and our local distributors is key to participate in major sports events such as ATP Tournaments in Acapulco, Buenos Aires, Sao Paulo and Rio de Janeiro, just to name a few”, Juan Carlos Aziz highlights.

“Our region is rich in talented baseball, soccer and tennis players, so we need to work closely with our local marketing teams to find the next Juan Martin del Potro, Carlos Beltran or Miguel Cabrera. Moreover, we are working with a new online training program to assure good knowledge about our products and technologies and a consistent communication with our regional and local commercial teams.

“In the end, the most important ingredient for our continued success in this challenging market is our great team. Without these professionals, we would not be where we are today.”

Source  Amer Sports

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Harvard and Stanford Examine NIKE, Inc.’s Approach to Sustainable Innovation

Two new case studies document Nike's corporate responsibility journey.

Harvard Business School (HBS) and the Stanford Graduate School of Business (GSB) recently published two separate case studies that examine the history of NIKE, Inc.’s work to embed and scale sustainable innovation across the company and its contract supply chain.

Yesterday, in front of 900 Harvard first-year MBA students in the School’s required course on Leadership and Corporate Accountability, Eric Sprunk, NIKE Chief Operating Officer, and Hannah Jones, NIKE Vice President, Innovation Accelerator & Chief Sustainability Officer, introduced Harvard’s new NIKE case study, entitled Governance and Sustainability at Nike, for the first time at HBS.

The new case studies trace NIKE’s journey as one of the first companies faced with issues in its global supply chain to one that now actively pursues sustainable innovation as a part of the company’s long-term growth.
 
The new cases include first-person accounts from Hannah Jones and Eric Sprunk, who both sit on NIKE’s CR Committee of the Board, and draw upon commentary from NIKE President and CEO Mark Parker and former NIKE Board Member and CR Committee Chair Jill Ker Conway, to give readers a behind-the-scenes look at the people, processes and programs that helped drive and continue to transform the organization.

Both case studies can be accessed from the respective schools at the links below:

Harvard Business School

The Harvard case study places particular emphasis on NIKE’s governance processes and approach to embedding sustainability into the business, embracing transparency and pursuing innovation as a means to help achieve long-term growth. More information on the HBS case study.

Stanford Graduate School of Business

The Stanford case study examines how the company moved from an approach of managing risk and reacting to criticism related to labor and sustainability practices to pursuing an agenda of innovation as a means to make systemic, lasting change throughout NIKE and its supply chain. More information on the Stanford GSB case study.


Source Nike


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SheShreds.co 2014 Spring/Summer Signature Line and Wakeboard Collection Are Here

Salt Lake City, UT, April 30, 2014 – SheShreds.co today announced the release of spring line of apparel and gear for females in action and adventure sports. With spring in the air, SheShreds.co crew and fans trade the snowboard for the wakeboard and skateboard to keep women and girls looking good and riding sideways as the warm weather ensues.

Utah-based SheShreds.co releases its spring and summer signature line and partner product offerings exclusively at www.SheShreds.co — providing fashion and gear specific for the nation’s female athletes of all ages. With passion for snow, wake, skate and moto sports — and the dedication to bring awareness, participation, and growth for females — the company is quickly growing a global community to break culture and gender-based boundaries.

In addition to LOTS of new little girl’s apparel in the new spring line, SheShreds.co Founder Gina Duffy has put together some fun little girls wakeboard collections.

“The little girls love all the bright fun colors, the empowerment messages on the tees that say things like, ‘Girl By Birth, Fierce By Choice’ and ‘I don’t ride like a boy, I’m BOSS.’” Duffy goes on to describe how, “they get a kick out of those and want everything in the collection. Each piece is super soft, comfy on your skin and well made. They love wearing the gear.”

Women’s have some really cool snap backs that say things like “Shred On” and “Killing It.” As Duffy describes some of the new line, she is excited about the “cute little shorts, lightweight hoodies that are as light as a t-shirt, cropped hoodies and tees that are all perfect to throw on over your bikini after a set.”

“Girls who participate in these sports are going to really connect with the new line. Their passions and lifestyle are literally expressed through the apparel with the new ‘I Shred Therefore I Am’ tee and hoodies with the honorary ‘Shred On’ on the back,” Duffy explains in regards to the general feel of the new line.

“As women and girls head out to have fun on the water, trails, skate parks and beyond, we definitely know they’re ready to put on some fun summer clothes and get in some bright colors after the long winter, and everyone will know where a girls stands when she wears our gear.”

Female-owned SheShreds.co celebrates and embraces ladies of all ages getting their shred on, loving life, being daring, pushing the guys out of the way, and breaking the gender divide in action sports. Duffy states, “You can be stylish and a badass rider; those things are not mutually exclusive. No one can hold you back now. Shred on, sisters. Shred on!”

Born from an insatiable passion for both fashion and action sports, this cultural and retail experience is for the style and progression-conscience outdoor and action sports female enthusiast who wants to look good and feel good while skateboarding, wakeboarding, off-roading, mountain biking, snowboarding, skiing, surfing, or in sum, shredding!

About SheShreds

SheShreds, a Northern Utah based action and adventure retail company, speaks an audacious message to adventurous women and girls across the nation, that, despite what someone “told you, you could or could not do, Shred On Sisters. Shred On.” Founded in 2013, they provide a robust line of “built-for-female” gear, including clothing and equipment as well as a powerful voice. SheShreds founder, Gina Duffy, was part of the international team that brought the first Moncler to Aspen, CO, possesses 15 years in lifestyle and hospitality marketing, has wicked talent for fashion design and styling. She brings over 10 years of action and adventure sports background to the table including coaching wakeboard/wake surf, and riding boards that range in style from mountain top to valley lake.

For more information please visit www.sheshreds.co/pages/press.

By press release

ASP Announces Acquisition of Billabong XXL Big Wave Awards

ASP International is pleased to announce the acquisition of the Billabong XXL ® Big Wave Awards. Following this 2014 event, the XXL Big Wave Awards will enter into a fresh ownership with ASP which will see the popular action sports property expand its reach and co-sponsorship opportunities well into the future while Billabong maintains a key naming rights position.

Held annually at the Grove Theatre in Anaheim, the Billabong XXL Awards has traditionally honored a cross-section of big wave accolades, including: Paddle Award, Biggest Wave Award, Men’s and Women’s Performance Award, Wipeout Award, Biggest Tube Award and the top-line Ride of the Year. This year’s XXL Awards will also incorporate the official crowning of last season’s ASP BWWT Champion – South African Grant “Twiggy” Baker.

“This is a night to celebrate big wave surfing and we’re very pleased on the partnership between Billabong XXL and the BWWT Awards and the acquisition of the XXL Property,” Paul Speaker, ASP CEO, said. “This is a platform to honor the brave men and women who dedicate their lives to the art of big wave surfing and we are honored to continue this tradition in future years.”

A truly global event, historic XXL entries have come from Hawaii, California, Oregon, Washington, Mexico, Peru, Chile, Brazil, Tahiti, Fiji, Australia, South Africa, Ireland, Portugal, Spain, France, Morocco, Canary Islands, Azores — and even international waters at the Cortes Bank.

“The Billabong XXL Big Wave Awards is a progressive event that has been instrumental in elevating the profile of big wave surfers to a global audience,” explained Billabong Brand President, Shannan North. “We are extremely proud to remain a sponsorship partner in the XXL for many years to come and are confident in ASP’s ability to take the event and profile of big wave surfing to the next level.”

“The XXL Property is now in its 15th year – over this time period the event has gone off every year and over $1.5 million of prize money has been awarded to the big wave surf community,” Graham Stapelberg, ASP CMO, said. “The property has evolved over this period as the big wave surfers continued to push the boundaries from big wave tow-in surfing to going back to putting themselves at their very limits by paddling into the biggest waves ever ridden. Throughout this period of change Billabong was there supporting the big wave surfers.”

Surfline, a key partner in the XXL event since its inception in 2000, will remain in position as the official surf forecaster of the event and the sponsor of the Surfline Best Men’s Overall Performance category.

“Fifteen years ago, The XXL was all about capturing epic performances at places like Jaws, Mavericks, and Cortes, said Surfline’s CEO, Jonno Wells. This year, surfers are chasing XXL waves beyond the North Pacific, and the event has evolved to capture and celebrate the best big wave surfing world-wide. Surfline is honored to have been involved from the beginning and we see a natural fit for The XXL under the ASP’s wing. We’re looking forward to working with the ASP team to continue inspiring XXL surfers, photographers, and fans around the world.”

Finally, Bill Sharp, the founder and event director for the XXL Big Wave Awards event is stoked to see his creation growing yet again and taking its place on surfing’s biggest stage.

“When I created the XXL concept in the 1990s, big wave surfing did not seem to get the respect it deserved,” said Sharp. “That was when action sports on TV was the new big thing. But I feel like the XXL Big Wave Awards, working so closely with the surfers and the photographers for the last 15 years, have helped to show the world how incredible the sport truly is and now a huge swell hitting anywhere in the world will routinely make global headlines. We have achieved a lot so far, but I think there is more work to do and I look forward to pushing hard to expand the opportunities for the sport and for all the top surfers and photographers involved.”

The Billabong XXL ASP BWWT Awards will take place this Friday, May 2, 2014 at the Grove in Anaheim, Southern California. The event will be webcast LIVE via aspworldtour.com beginning at 7:45pm PST.

For more on big wave surfing’s night of nights see the list of nominees for the Billabong XXL Big Wave Awards.

By press release


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Alternative makes its East Coast debut with SoHo store

LOS ANGELES, Calif. (April 14, 2014) – On the heels of opening its third California retail location in San Francisco’s Hayes Valley, sustainable lifestyle brand Alternative is pleased to announce the opening of its first East Coast store in New York City. Located in the city’s SoHo district and marking the brand’s fourth retail location nationwide, the store will have a soft opening in April and host a grand opening event in May.

“Our retail expansion process is deliberate and thoughtful,” said CEO Evan Toporek. “We are targeting communities in diverse and influential cities that authentically reflect our brand values. As we like to say, our brand will cast the winning vote.”

Leading up to the opening, Alternative will partner with Andrew Lyon of The Functionality, a Brooklyn-based artist collective that specializes in creating spatial installations from unusual materials to generate visual interest and new forms. In conjunction with the store’s soft opening, the team will unveil a bespoke sculpture on the store’s façade that speaks to Alternative’s fabric first ethos. The installation will tie the “fabric of the city” to the creation of fabric as a material, using a natural rope as its medium.

“Our New York City customer is globally connected and locally engaged,” said President and Chief Merchandising Officer Erik Joule. “Given such, we have designed our SoHo space to serve as a platform for joining culture, community and commerce through simply designed and innovative fashion basics, offered alongside a curated arrangement of brands and artists that share our values.”

SoHo was a clear fit for Alternative’s Manhattan location, given the neighborhood’s rich history in retail and its industrial aesthetic.

Interior designer Danny Gonzales, who has worked on all of Alternative’s stores, once again took the reins to create an environment that highlights the history of the turn of the century building as well as Alternative’s sustainable design philosophy. A former New Yorker, Gonzales enlisted the help of the SoHo community, working with local craftsmen to introduce more sustainable materials within the store located in the former Tiffany & Co. manufacturing facility. Alternative will share a block with Ben Sherman, Scotch & Soda, WeSC and Steven Alan, among others.

Alternative SoHo will open its doors with a selection of its Spring/Summer line, including its Made in Peru collection that features six proprietary fabrics sourced from a single organic yarn. Also from the Made in Peru collection will be a capsule of naturally dyed tees that were created in partnership with Ecotintes, a Peruvian family-owned business. Additionally, the store will feature a wide range of the brand’s iconic apparel for men and women, along with a selection of third party brands who share Alternative’s ethos of sustainable and innovative design.

In addition to serving as a permanent retail space, Alternative SoHo will host events and initiatives aimed at local engagement. Alternative Grants, a traveling program designed to encourage grassroots community improvement projects, will make its New York City debut in the months following the store’s opening.

The Alternative SoHo store will open in April 2014 on 281 Lafayette Street. Store hours will be Mondays through Saturdays, 11:00 a.m. to 7:00 p.m. and Sundays, 12:00 p.m. to 6:00 p.m. For further information, customers can call 212-226-8210.
 
About Alternative

Founded in 1995, Alternative is a fashion lifestyle brand best known for comfort, simplicity and its commitment to sustainability. Through innovative apparel design and involvement in purposeful causes, it aims to connect people, inspire creativity and catalyze change. Alternative’s design studio and flagship stores are in Los Angeles, California. Corporate headquarters are in Atlanta, Georgia.

To learn more, visit alternativeapparel.com


By press release

Kästle Austria (GmbH) Announces the Formation of Kastle USA

Kästle, storied Austrian ski manufacturer, announces effective July 1, 2014 the establishment of Kästle USA.  The creation of Kästle USA will greatly benefit retailers with new investments in marketing and other tools to help elevate brand awareness while improving logistics and communication by adding customer service support based in the U.S.

"What the U.S. team has done in a relatively short time period with the Kastle brand is amazing," says Alexander Lotschak, international sales director for Kästle GmbH. “Kästle has always been committed to a partnership business model and by investing in the North American Subsidiary, thus moving to an independent platform, retailer partners coast to coast will benefit immensely through a direct connection to the brand.”

Current National Sales Director, Jesse Pomerantz, who has been with brand since the re-launch in 2008 moves into the role of President. Kästle USA will also add a full time sales and marketing manager to focus brand efforts across the country. All sales reps and support staff will remain unchanged, providing stability and consistency to existing retailers.

“Kӓstle is making this move to better serve the U.S. dealers and consumers, solidifying how serious the brand is about our market, it’s a crucial element to elevate Kästle to the next level in the marketplace,” states Jesse Pomerantz, president Kästle USA.  “Kӓstle has a fascinating history since the company started in 1924 and there are strong connections within the U.S. ski industry forged over the last 50 years, so naturally I’m honored to be part of the evolving story.

The brand’s commitment to creating the highest quality products and their commitment to specialty retail is something that I really respect and I’m looking forward to strengthening the brand in the USA over the next years.”

By press release