WINTER SPORTS, FITNESS AND OUTDOOR BRANDS TAKE NEW YORK BY STORM TO INTRODUCE NEW PRODUCTS TO THE MEDIA

True North’s TrendCast provides media with an opportunity to preview Fall / Winter 2007 Products

NEW YORK, NY – May 22, 2007 -- More than 50 members of the media covering fitness, health and sports gear attended True North Brand Group's 7th annual TrendCast, held May 17 at the Sports Club LA in Rockefeller Center in New York City. TrendCast, a made-for-the-media new product expo, is held so the media can meet with key executives in the sports industry in order to learn about the latest innovations in the marketplace.
Among the media attending TrendCast were fitness, gear and outdoor editors from Oprah, O Magazine, Weight Watchers, Women’s Health, Men’s Health, Family Circle, Powder, Sports Illustrated and The New York Times to name just a few.
Once again, the Sporting Goods Manufacturers Association (SGMA) was the presenting sponsor of TrendCast. While there, SGMA used the event to inform attending media about its upcoming SGMA Spring Market (June 11-13 at the Sands Expo and Convention Center in Las Vegas, Nevada) which will feature over 350 leading sports, fitness and team brands. To learn more about Spring Market and to register, please visit: http://www.sgmamarkets.com/
As a follow-up to TrendCast, SGMA Director of Media Relations Mike May made an appearance on the Fox News Channel’s Fox and Friends show on Sunday, May 20 where he showcased five of the items on display for the media at TrendCast.
On display at TrendCast were the latest sports, fitness and outdoor and ski products for Winter ‘07 and beyond, giving attending media a head start on their Winter ‘07-‘08 story ideas. Among the trends highlighted at TrendCast were:
INNOVATION - The integration of technology into sports equipment and apparel. ICON Fitness continues to connect entertainment and exercise with new treadmills featuring flat screen televisions and MP3 players along with elliptical trainers featuring on board gaming (http://www.iconfitness.com/ess.com/). Octane Fitness has made working out on an elliptical trainer like walking up a set of stairs. Its new Q47 Home Elliptical Series is a collection of three fully loaded home ellipticals built to offer a better workout by simulating real life work-outs. The series hits retail in August 2007(http://www.octanefitness.com/). The integration of technology into apparel was also on display. IllumiNITE, the leading maker of reflective performance based apparel has expanded their product line with new lifestyle pieces and new reflective patterns. (http://www.illuminite.com/) Textronics, maker of the NuMetrex Heart Sensing Sports Bra, has introduced a new men's shirt, and a new women’s tank top, like the sports bra, these tops feature built in sensors to help track your heart rate while you work out. (http://www.textronics.com/) McDavid, a leader in sports training equipment and apparel, has taken their patented HexPad protective apparel into new sport specific styles including lacrosse, baseball and soccer. HexPad is padded compression wear that is lightweight, breathable and conforms and moves with your body and is used by pro teams such as the NBA to the active team player (http://www.mcdavidusa.com/). Todd Langer, MSc, Health & Fitness Specialist, CEO and Founder of Functional Innovations, LLC introduced a new 2-in-1 Exercise System, called PAST (Posture, Agility, Strength, and Total Body Integration) it is comprised of two dynamic balance boards with a unique fixed center of axis that stimulate your natural postural reflexes; which in turn transfers to real-life improvement in how you look and feel (http://www.balance2posture.com/).

· SNOW SPORTS - With many media members already outlining their upcoming fall and winter publications, winter sports were on full display. Tecnica, a leading maker of winter ski boots, showed a new collection of Free Ride ski boots, called THE AGENT, the collection consists of four boot models that have different fit, flex and performance characteristics with technologies to match the rigors of skiing park n 'pipe, deep powder, steep chutes, and landing big air. Tecnica also boasts a noted collection of Italian designed footwear and continues to define the après fashion footwear category with expanded offerings for Winter 2007. The line ranges from fine furs to the original Moonboot that are perfect from the mountain to the city (http://www.tecnicausa.com/). In Ski’s, Volkl showed its new 2007-08 collection which features the all-new Tigershark Series. These skis feature Volk’s new Power Switch, giving skiers the ability to change the power in their ski to adapt to changing conditions on the mountain (http://www.volkl.com/). Marker used TrendCast to show the media the significant ski binding breakthrough in years with two new models aimed at the growing market for freeskiing products - the Duke and Jester. These binding models combine safety, security, and performance, and will be a must-have for big mountain and park and pipe freeskiers (http://www.marker.com/). Kombi, a leading maker of gloves has been expanding into base layers and showed new products in both segments that expand on the company’s focus on fit while keeping technical design at the forefront throughout. A highlight was the I-Rip glove for music loves with special remote and toggle switch; and the new Gore-Tex 2 in 1 technology found in the Freeform. In base layers, Kombi highlighted its Windstopper PDF using Gore WIndstopper on the front and a wicking material on the back (http://www.kombi.com/). Alpine Skiing wasn’t the only category to receive attention at TrendCast, Tubbs Snowshoes spoke to editors about the continued growth of the snowshoeing category and unveiled an all-new collection featuring lighter weight and more durable materials coupled with easier to use and more supportive bindings. While there are expanded kids and women’s offerings in the new line, the top end of the line features a new collection of backcountry snowshoes, the Mountaineer and Couloir Series featuring the all new Momentum SuperLite 7000 and Lite 6000 sleek frame designs, R2 toe cord system, patented gender specific Active Fit bindings with new ActiveLift heel lift, and new Viper/Talon and Python stainless steel traction (http://www.tubbssnowshoes.com/). Cross Country skiing was also represented well at TrendCast, Alpina showed a range of new products from summer training products to new Nordic titanium carbon composite boots that are not only light weight but help provide more power. In backcountry skis Alpina highlighted its Scuff-Tuff material that keeps skis looking new longer which also helps to displace snow. Its biggest story at TrendCast was the introduction of two new children’s packages, boys and girl’s specific skis and boots called Zoom (http://www.alpinasports.com/).

ACCESSORIES for sports and fitness activities were also capturing a lot of attention. SIGG, maker of aluminum water bottles, has been taking the hydration market by storm over the past year and showed no signs of slowing down with a range of new designs on display at TrendCast. SIGG President Steve Wasik said that recent appearances centered on Earth Day that featured the bottle on shows like Oprah, Ellen and Regis and Kellie have had a tremendous effect on demand for the brand (http://www.mysigg.com/). Dermatone introduced a combination sunscreen and all natural insect repellant that has proven to be as effective as DEET for over 3 hours. It’s new Double Action Sunscreen and Insect Repellent, which is kid friendly, provides a broad spectrum of UVA and UVB and is waterproof and sweat proof. In addition it is enriched with Aloe and Vitamin E (http://www.dermatone.com/). For those who are jumping into the pool Sable was on hand to introduce a new collection of WaterOptics eyewear which offer high-end swimming goggles for prescription and non prescription users. Its prescription lenses can be customized on the spot to provide proper correction for each eye. Full prescription range is offered for near sighted vision from -1.5 to -6.5 in .5 increments, -7.0 to -10.0 in whole increments (http://www.seeworthyinc.com/). Getting your gear to the mountain has never been easier now that Transpack has introduced its Isosceles Storage System which makes it a breeze to pack boots and skates into specially made Transpack bags and backpacks. For ice skates and in-line skates, Transpack offers a range of colors and prints while its extensive snows sports collection features stylish backpacks that make it easy to carry skis boots to the mountain. The Isosceles Storage System makes this series unique as each boot can pack into separate compartments making it easy and less cumbersome to carry boots. The system is also available in kid’s sizes and ranges in price from $89.95 for the Pro Series to $29.95 for its kids bags (http://www.transpack.net/). For over thirty-five years, Underwater Kinetics or UK International has been the market leader in the Dive and Industrial lighting markets. For 2007 the company whose innovative technologies have received numerous industry awards - has set it sights on the outdoor market. - releasing a new collection of protective cases and recreational lighting products designed to fulfill the unique needs of backpackers, climbers, kayakers and campers. UK’s new UltraBox™ line will take protective cases into a new field. Traditionally outdoor enthusiasts have opted for soft-sided bags and stuff sacks to transport gear- the belief being that soft-sided cases are lighter, but the trade-off has been the lack of any real protective value. Soft and semi-soft casing possess no ability to absorb and protect against mild to hard impacts and are, at best, only water- resistant- not waterproof. It is rare that gear in the outdoors experiences just gentle bumps and soft springtime rain drops. With all the new expensive digital cameras and GPS systems and important medical, safety and rescue gear you need more than just a mild protection against sudden downpours and accidental whacks. The UltraBox™ collection is made of UKtekmat 1.0™ material- UK's proprietary non-corroding engineering grade ABS plastic blend, making the new line indestructible and durable as well as incredibly light weight (http://www.uwkinetics.com/).

True North Brand Group is a public relations and marketing firm specializing in cost effective solutions to building brands. For more information please visit http://www.truenorthpr.com/

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