The leading footwear brand in endurance sports set to join forces with XTERRA, the nation's premier off-road triathlon and trail running series, as a Presenting Sponsor in 2012
January 25, 2012 (Honolulu, HI) – AVIA, the leading footwear brand in endurance sports, will join forces with XTERRA – the nation’s premier off-road triathlon and trail running series – as a Presenting Sponsor in 2012.
The partnership puts AVIA in prime position to connect with XTERRA’s active, national audience of adventure seekers, weekend warriors and competitors via the XTERRA America Tour of more than 100 off-road triathlons and trail runs held across the U.S., and at least ten nationally syndicated television programs including the XTERRA USA Championship, XTERRA World Championship, and XTERRA Adventure series.
“Through these last few years we have observed AVIA’s commitment to endurance and participation sports, and we are honored that they have chosen XTERRA to become their partner,” said Tom Kiely, the CEO of TEAM Unlimited/XTERRA. “Our combined efforts will produce more opportunities for training, competition, and fun for the active lifestyle market in the future.”
AVIA, a global brand rooted in multisport since 1979, has a proud history of creating great footwear for the runner, triathlete, weekend warrior, and endurance enthusiast.
“The XTERRA partnership extends our aggressive commitment to aligning AVIA with today’s concept of the Outdoor Gym. As we evolve our brand and innovate technologies for today’s fitness minded consumer, XTERRA participants provide a meaningful extension of the AVIA platform,” said Tim Joyce, Senior Vice President & General Manager-American Sporting Goods.
Armed with this presenting sponsorship AVIA will be able to showcase their footwear to thousands of XTERRA participants across the nation, and will also expose their brand to national television audiences and online via XTERRA’s web portals XTERRAPlanet.com, XTERRATrailrun.com, and XTERRA.TV.
“AVIA is the perfect footwear and apparel sponsor for the XTERRA Tribe. AVIA’s commitment to providing compelling and innovative product to consumers, and the XTERRA Series – which provides what we see as the Outdoor Gym – align perfectly. You just couldn’t find a better fit,” said David Howitt, CEO of the Meriwether Group who assisted in forging the partnership between XTERRA and AVIA.
In 1979, AVIA was founded on a passion to provide footwear for serious athletes. As technology advanced, so did AVIA, developing innovative shoe designs that revolutionized athletic footwear. With such designs as the Cantilever Heel, the Anatomical Cradle, and FOM Technology, AVIA proved to be passionate, progressive, and at the top of the game. Today, AVIA continues to lead the performance training movement and further its dedication to endurance sports performance.
AVIA Media Contact:
About TEAM Unlimited/XTERRA
TEAM Unlimited is a Hawaii-based television events and marketing company, founded in 1988. It owns and produces XTERRA and in 2011 produced more than 100 XTERRA off-road triathlon and trail running races in 15 countries worldwide. In the U.S. alone nearly 200,000 participants took part in the XTERRA lifestyle last year while XTERRA’s TV, publicity, advertising, online, and grassroots marketing efforts generated more than 400 million impressions. In addition, TEAM TV has produced more than 300 adventure television shows resulting in three Emmy’s and 42 Telly Awards for production excellence since 1990. View samples at www.xterra.tv, and learn more at xterraplanet.com and xterratrailrun.com.
XTERRA Media Contact:
Trey Garman, Vice President
About Meriwether Group, LLC
Meriwether Group, Inc. is a private equity investment and business acceleration firm headed by seasoned senior executives with decades of operational experience with some of the world’s most iconic brands, including Nike and Adidas, who are also entrepreneurs and founders as well. Meriwether has the unique capability of efficiently accelerating strategy and outcomes for extension, licensing, distribution, and mergers and acquisitions in a brand-centric and relevant way. Meriwether knows that the heart and soul of any business is the founder’s vision. The mission of Meriwether Group is to look through the eyes of the founder(s) and guide them to manifest the brand’s destiny. We partner with our clients to determine the optimal strategy for progressive growth through brand management, market research, competitive landscape analysis, brand and business valuation and acquisition strategy. For more information visit http://www.meriwethergroup.com/.
Meriwether Group Media Contact:
David Howitt, CEO/President