TRENDCAST 07
Fun, Fitness and First!
This made for the media event takes place on May 17th this year as we've found that editors are looking for fall and winter story ideas earlier than ever! Editors attending the event are looking for the latest in fitness products, lifestyle apparel and outdoor gear.

This unique media event is only open to a maximum of 20 brands. At TrendCast 2006 nearly 70 members of the media were in attendance from outlets such as Oprah Magazine, CBS Morning Show, Men’s Journal, Self, Shape, Maxim and Playboy to name just a few. For more details on TrendCast 2007 and to reserve your space please contact Mark Tedeschi, True North Brand Group, 781-740-4050 or mark@truenorthpr.com.

OTB SELECTS TRUE NORTH TO OVERSEE ITS PUBLIC RELATIONS EFFORT

HINGHAM, MA. - OTB, a new footwear brand that stems from a series of shoes and boots built for the Navy SEALS is launching this summer and has selected True North Brand Group, Inc., to spearhead its public relations efforts.

OTB, headquartered in Scituate, Ma., is the brainchild of footwear industry veteran Dan Ellis who has held senior product roles at brands such as Sperry Top-Sider and Reebok. Over the past few years Ellis has been making footwear for the Navy SEALS and their feedback has been instrumental in the development of OTB – a military acronym for “Over the Beach.”

The shoes allow water in and out of the soles providing comfort and stability for anyone who may be around the water, from fisherman to search and rescue.

“After seeing the collection of shoes that Dan had built in conjunction with the Navy SEALS we were thrilled to begin working on this business,” said Mark Tedeschi, president of True North Brand Group, Inc. We’ve worked with a lot of footwear brands over the years but none that offer the kind of innovation offered by OTB.”

Ellis said he reaching out to a range of different dealers as he is making footwear targeting three different markets: fish, dive and government.

“OTB is a proven footwear collection that has passed the toughest test on earth. Our next challenge is to make sure retailers and consumers understand what we’re trying to do. We’re thrilled to have True North on our team to help spread the word,” said Ellis.

To learn more about OTB please visit www.otbboots.com

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TRUE NORTH TAKES PART IN INDUSTRY LOBBYING EFFORT
True North was honored to take part in the SGMA Industry Leadership Summit held March 5-7 in Washington, DC. On hand were executives from many of the industry’s leading brands to talk about financial, internet and retailing issues facing the industry but the highlight of the summit was on March 7 when the SGMA held its National Health-Through Fitness Day on Capital Hill.

True North President Mark Tedeschi joined industry executives and athletes to lobby for the PEP (Physical Education Program) and PHIT (Personal Health Investment Today) Bills.

True North was a part of a delegation that included former Wimbledon and U.S. Open tennis champion Stan Smith; Heisman Trophy winner Tim Brown (Notre Dame); current NFL quarterback Chad Pennington; former major league infielder Ted Sizemore; current NFL linebacker Jonathan Vilma; current WBA Lightweight World Champion Juan Diaz; and ex-Boston Celtics guard Jo Jo White. Some of the sporting goods brands which also participated in the lobbying process included Accusplit, Cramer Products, Easton-Bell, Heelys, Horizon Fitness, Rawlings Sporting Goods, Russell Athletic, and Spalding.

More than 110 meetings with U.S. Senators, Representatives and their respective staffs took place in their offices on Capitol Hill. Every year since 2000, SGMA has organized a lobby day on Capitol Hill to help drive physical activity legislation.

The PEP Bill provides grants to local school districts to purchase equipment and train teachers in innovative physical education methods. The PEP program has successfully enhanced K-12 physical education programs across the country through grants used for training in state-of-the-art health and wellness-based physical education methods which include the addition of new technology such as heart-rate monitors, pedometers, and the acquisition of state-of-the-art PE equipment and facilities.

The PHIT Bill would change current federal tax law to allow for the use of pre-tax dollars to cover expenses related to sports, fitness and other physical activities. Americans could invest up to $1,000 annually to pay for physical activities by investing money in existing pre-tax Flexible Spending Accounts (FSA), Health Savings Accounts (HSA), Medical Savings Accounts (MSA), and/or medical reimbursement arrangements. PHIT would only expand the eligible expenses. It would not increase contribution limits to these accounts.