True North News

2009-07-31T14:14:00.001-05:00

CONCAVE SELECTS TRUE NORTH BRAND GROUP TO SPEARHEAD ITS PR EFFORTS

TORONTO (July 31) - Concave footwear, maker of a proprietary advancement in soccer footwear that has the ability to change the way the game is played, has selected True North Brand Group, Inc., to lead its public relations efforts.

“To really understand how a new technology can give players more confidence to make shots and passes they never thought possible we needed to find a firm that not only understood our marketplace - having the ability to speak to dealers and players - but a firm that could also support the grass root efforts needed to put the product in front of players,” said Billy Bacci, director of marketing for Concave. “We really believe that once players try this product we’ll own them.”

Concave has spent the past 8 years refining its technology and will launch in the US later this summer.

“It’s not very often you get to align yourself with a brand that can change a sport,” said Mark Tedeschi, president of True North Brand Group, Inc. “Prince Racquets did it in tennis, Callaway and its Big Bertha driver did it in Golf – and Concave is poised to have that same kind of impact in soccer. We’re thrilled that we get to help tell their compelling story!”

2009-06-08T09:00:00.002-05:00

Media Event Promotes Healthy, Active Lifestyles
at Sports Club/LA

True North’s TrendCast gives media first look at new active lifestyle gear

New York, NY (May 13, 2009)- Nearly 50 members of the media attended True North's annual TrendCast event held at The Sports Club/LA on May 13th to preview the latest trends for Fall/Holiday 2009. TrendCast, an intimate new product expo for the media, featured 15 brands from the fitness, fashion, and active lifestyle categories.

Representatives from media outlets like Health Magazine, Oprah Magazine, MTV, AOL.com, CBS News, and Men's Journal could be seen testing products and learning about new fitness and style trends. New to TrendCast this year were members of social media networks; Editors of mom blogs as well as twitter users were in attendance.

Back this year, the Sporting Goods Manufacturers Association (SGMA) announced their 2009 Sports and Fitness Participation Report as well as their push for a Health Care Reform called “The Personal Health Investment Today (PHIT) Act of 2009.” PHIT strives to prevent illness and improve health in America by encouraging more active lifestyles. (www.SGMA.com)

Fitness:
With so much focus on getting back into shape and leading healthy lifestyles, fitness products are in high demand! ICON Fitnesswww.getpoerbells.com) ICON also demonstrated their NordicTrack Incline Trainer that goes to an incline of 40% which provides an astounding range of workout options even at walking speeds. (www.nordictrack.com)
demonstrated their kettle bells- a "retro" fitness product that was extremely popular in the 40s. (

Octane Fitness continues commitment to delivering breakthrough, performance cross training. Low impact cardiovascular equipment is the sole focus of Octane Fitness' extensive research, development, testing, and manufacturing- all ultimately to benefit exercisers with superior quality products; innovative, effective workouts and unparalleled personalized service. (www.octanefitness.com) McDavid is the leading manufacturer of sports medical products, protective equipment, and protective apparel. Their innovative HexPad technology had been worn by a majority of college football teams, professional basketball teams, as well as a large and growing number of high school and recreational leagues and athletes in sports categories. (www.mcdavidusa.com)

Winter Sports:

Winter gear, a staple at TrendCast, was on full display this year, also promoting healthy, active lifestyle. Gordini displayed the latest line of gloves, mitts and goggles-encompassing all of the ski and ride trends in fantastic color and style. Also, displayed were Gordini’s line of goggles which are a part of GASP - Gordini Artist Series Project. They took the new Sprock frame and let two of today’s most prominent artists go wild with the graphics. The result? All the Sprock features and tech, with a limited-edition look you can only get from Gordini— the next step in the Gordini Artist Series Project. To compliment individual style-Gordini also displayed its new line of base layers at the event. (www.gordini.com) Marker paid tribute to the royal family displaying their latest in binding technology. Featured at TrendCast was the Jester Schizo along with the Griffon Schizo. Showing off your latest tricks in backcountry or blazing through powder requires a different technique, now with the Schizo- Marker lets you do it all -with a simple twist at the toe- your binding can be placed exactly where you want it. At TrendCast, attendees were able to see first hand the advanced technology behind the Schizo design. Also, featured was the Duke, Baron, Jester and Griffon. (www.markerusa.com) Volkl also showed its new line of skis. Whatever your style-Volkl meets your needs offering the most advanced in ski designed on the market today. Among those featured at TrendCast were the Chopstick, Gotama, Katana, Kuro and Mantra.(www.volkl.com/ski)

Fashion and Active Lifestyle:

Fashion and active lifestyle brands were a major focus at TrendCast 2009- covering everything from footwear to all natural hand sanitizer. These brands compliment the healthy and fit lifestyles promoted by the fitness and winter sports brands. KangaROOS footwear delivers market-right styling, with each silhouette featuring a unique pocket story, and an adventurous twist on color. The brand features styling for a wide range of women, a stand alone line for children, and a collection reminiscent of the shoes worn by the great Walter Payton. (www.kangaroosusa.com) Randolph Engineering, the original sunglasses for the military, became the prime contractor for military- style aviation flight glasses for the U.S. Department of Defense. Each of the seven styles are customizable and come with a lifetime warranty. (www.randolphusa.com) Thule is the world leader in sports and utility transportation. Their extensive line of carriers for bicycles, skis, kayaks, surfboards, and cargo are all tested to the strict European standards which are not found in the US. (www.thuleracks.com) AnneMarie Borlind produces a complete line of personal care products and cosmetics designed to address the needs of all types of skin, but the product line has received international recognition for its anti-ageing treatments, having been awarded the French Victoires de Beaute, Prix Beaute Sante and Better Nutrition Best of Beauty. (www.boerlind.com) All Terrain is a leading maker of all natural performance skin-care products developed by and for outdoor enthusiasts who expect the most from themselves and the products they use. All Terrain 's products are effective, disproving the myth that if it's natural, it can't work as well as chemical based products. (www.allterrainco.com) Victoria Tane, artist, entrepreneur, and inventor of the patented hair accessory, Headbenz, creates one-of-a-kind and limited edition jewelry and accessories using vintage, handmade, and recycled components. (www.victoriatane.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/

2009-06-05T15:24:00.005-05:00

Recent Successes Within the Tech Space

True North has expanded its portfolio into the technology sector and have hit the ground running. We are really excited to be working closely with such a promising new start-up, ClickFuel (Click Fuel). Former, President of the Monster North America, Steve Pogorzelski, has launched this new Boston-based company and has taken on the role of CEO. Although True North has primarily specialized in the consumer marketplace in the past, we are now aggressively diversifying our client portfolio and are proud to have ClickFuel as a partner. In just two short weeks, True North introduced ClickFuel to the New England Technology sector by working closely with contacts at Mass High Tech. This resulted in an excellent piece of coverage (Mass High Tech) as well as a follow-up piece citing ClickFuel in it’s "Startup Watch: Five you should follow.”

We look forward to bringing ClickFuel unbeatable success with all public relations initiatives!

True North’s staff is made up of high level PR professionals who are experienced within consumer, technology and professional services industries. The key to our success is the common mindset among our professionals. We believe in cultivating and fostering relationships with members of the media and understanding the needs of both our press contacts and our clients and aligning those objectives to make a perfect match. Our team’s strengths are all encompassing and we consider ourselves among the finest of full service agencies.

2009-03-23T08:49:00.002-05:00

Twitter

It is starting to happen, you see it creeping up all over the place - Twitter... The latest buzz word for communications. Just this morning a major morning show mentioned how Twitter is a new up and coming tool. So what has started this new craze of information on Twitter and how did it end up on my morning show? People tweeting (a short micro-blog message, much like a text message, that goes out to your entire follower -subscriber- list) things they really shouldn't be tweeting. Insulting a town where one of your biggest client is, tweeting a jury verdict before the court's doors are opened and others are just some of the famous cases being talked about right now.

Like all other forms of social media, Twitter really has been around for a while, fixing itself here and there (those of use who have been on it for a while remember the cute messages that Twitter is tired because too many people were signed on at once). It seems that medias are being picked up by a larger audience faster than in the past, but there is still a learning curve. Someone on the news today called that learning curve 'social mors' (GREAT description) or the social morale thinking behind a new technology. Besides the technical aspects of a new social media, there is the unknown morale compass that must be discovered. What is too much? How will this effect other people? Was Aston K right to tweet a picture of Demi Moore's bikini clad butt? [That is another discussion I have seen in the blog scheme]. It will take some time for people to really create a code by which you should Tweet.

In no way am I saying don't start on Twitter.. Twitter is wonderful, people are finding jobs, they are finding new hires, products are being found and shared, individuals are becoming HUGE celebrities and sources for the media, people are more informed more easily than every before. Social Media is a wonderful thing. BUT like I said about Facebook, you want to explore, but be a bit careful.

Are you thinking of venturing into Twitter? Great! Do it! If you are wondering how to get started or what to say, start by following people on Twitter. The common courtesy on Twitter is to follow those who follow you. Start with the NYTIMES, Facebook, CNN, NPR politics, and other publications or news stations you watch and listen to. Find friends on Facebook. Find products you like. Use Twitter to help keep you informed as well as to inform others. A great way to start a network is to search your companies name on Twitter, then follow those people who mentioned you in a Tweet.

Yes, social media can make something small become something big very quickly. Yes, it can be scary, but it can be a strong and powerful tool - for sales, for your communication team, for crisis communications, for customer service, for really just about everything in your company.

If you have any questions or would like some help getting started, my team and I are happy to help.

2009-03-13T11:47:00.002-05:00

Facebook.... does it still sound a bit scary to you?

Even for those of us who have been on Facebook for a while, there is aLOT to learn. Look at the growing number of applications- quizzes, stickers, videos, SuperPokes, etc. Really, it is a beautiful micro-case of Social Media ( for many Facebook is making the introduce to the world of social media).

In March, Facebook has announced a change to the latest News Feed page (the first page you see upon entering Facebook), to sorting methods and the introduction of Public Profile Pages. In a one hour (and 5 minutes) media event and Q&A, the founders and creative minds at Facebook revealed the big 2009 plan and changes -some of which I just mentioned.

For businesses, the biggest change is the introduction of Public Profile Pages in place of the old Fan Page set up -- President Obama, CNN and others have already launched this new profile style. This allows the company, individual, etc to have a profile on Facebook, to set privacy settings and to reach more people. This will allow companies to, not connect personally to over 5,000 people, but to allow over 5,000 people to connect to them' (Facebook Video). Over 5,000 people will be able to receive notifications, information and postings on their new feed and highlights, allowing more people to stay informed with (really) less work on the business side.

Original Profile Pages (like mine) are capped at 5,000 friends which lead to the development of the Fan Pages which allowed fans of a company to read updates, be updated via Messages or the Message Board, meet other fans, enter contests, etc on the Fan Page.

What is this going to mean for companies?

It's going to depend on how you use Facebook. One of the important things about Social Media is that people really put themselves out there. In putting themselves out there, people may feel more violated if they are being spammed. If you are interested in how Facebook can be helpful to you and your company (or just how to use Facebook), my team and I are happy to help.

Remember, Social Media is a wonderful, powerful (and fun) tool. It can connect you and promote you, but when misused, it can be dangerous. At True North we will work with you to help you better understand what you are trying to do and what opportunities are available to you.

2009-02-18T10:44:00.001-05:00

NYC Mercedes Benz Fashion Week

Our visit to New York City for Mercedes Benz fashion week (fall 2010) was a crazy 36 hour trip! Mary of Randolph Engineering and I took an early-ish Amtrak train down to NYC (luckily not at 630am train like normal!) and stayed in a brand new Holiday Inn.

Once we had checked into our awesome hotel, Mary and I went down the block to the Starbucks to meet with stylist Sandra Staayer. Sandra has done styling for everyone from Cingular Wireless commercials to aiding fashion designers with their fashion shows to working on the Sex and the City series. She had a lot of great ideas on where RE fits into the fashion world as well as ways to get RE celebrity seeding and on major TV. shows and movies.

That evening, we attended the Michael Bastian fall 2009 fashion show which was held in a loft in Chelsea. The show was really cool and very different from other shows- instead of having assigned seating, everyone stood around the runway and the show ran three times instead of just once. This allowed people to come and go as they pleased. After the first run through, we ran into Kanye West (Mary tried to get him sunglasses) and chatted with Michael and everyone at Michael Bastian. It was a fun night that ended with a big Italian dinner in the West Village- hopefully we will be back in the fall for the Spring 2009 show!

On Tuesday, we did a small media tour with a few trade publications in the morning and afternoon then heading back to Boston. Definitely a fun and fast trip!

2009-02-02T10:48:00.001-05:00

Walter Payton Collection Launch Week

Talk about a crazy week! I just spent the past week traveling to Chicago and Tampa for the launch of the Walter Payton Collection from KangaROOS. The week started in Chicago with a party on Tuesday night hosted by the Walter Payton Foundation. The party was held at the Navy Pier and attended by members of the media, friends of the Payton family, and some ex-NFL players including Jerry Azumah.

Wednesday I spent all day in the Chicago airport due to a snow storm in Boston and finally made it back around midnight! Thursday was spent in the office preparing for the Superbowl launch party on Friday.

I ended up taking a 6am flight on Friday to Tampa, connecting through Washington DC. My flight was late getting into Tampa and since I always fear for the worst, I did not think that I would get everything set up in time for the event. So, while carrying McBody (our plastic male mannequin) and Walter (the poster) under my arms, I ran to the taxi area where I managed to get a cab in 2 minutes and arrived at the hotel 10 minutes later- only to find that everything had been set up for the event the night before. Perfect! I did not attend the Man of the Year luncheon (that happened before the launch party) so I sat in the other room for 2 hours before anyone came in to see the shoes- apparently Kurt Warner was running late and you can’t start lunch without Kurt! I got to meet all three Man of the Year nominees which was definitely cool. They all were really interested in the shoes and I believe we sent them each a pair or two. After the event, the Payton’s did a huge media run and gave out the extra gift bags to reporters- the sweat bands were a big hit!

2008-11-05T10:43:00.000-05:00

We're delighted to announce a partnership with Randolph Engineering, maker of aviator sunglasses worn by military pilots since 1982.

Randolph Engineering represents a timeless American styling as they are the maker of the original, authentic aviator sunglass.

"We're delighted to be able to work with them as they enter the next phase of their business and expand their busienss beyond the military and offer RE glasses to any consumer that wants to purchase them," said Mark Tedeschi, president of True North Brand Group, Inc.

RE, which makes its glasses in Randolph, Ma., offers not only aviator style glasses but also is a leading maker of glasses for the shooting indutry - making glasses for all diciplines from clay to trap shooting.

Just recently, the New York fashion scene has taken notice of REs unique styling.

"Certain things are just so perfect I can't do it any better," said Michael Bastian, noted fashion designer and columist in an October 2008 New York Times article. "There are things that are perfection in their genericness...I'm not going to touch them. It's like Coke. You can't improve it."

To learn more about RE please visit www.randolphusa.com

2008-09-03T14:21:00.000-05:00

INTERNATIONAL FUND FOR ANIMAL WELFARE SELECTS TRUE NORTH TO HELP KEEP WHALE HUNTING BAN IN PLACE

The International Whaling Commission, which sets international whaling regulations, has scheduled closed door meetings for this month to consider lifting the ban on commercial whale hunting.

True North Brand Group, Inc., has been retained to assist the IFAW on spreading the word about these meetings and the impact these meetings could have on the future of the worlds whales.

The commission, a global body of eighty-member nations, first adopted the whaling ban in 1982 to prevent dwindling whale populations from becoming extinct. Now, just as some studies indicate certain whale species may be showing initial signs of recovery, whaling countries are eager to re-open the discussion about allowing commercial whale hunting to resume.

"Whales face more threats today than at any time in history and Americans from sea to shinning sea want to see them protected. The last thing we need is a secret deal to re-open whaling," said Patrick R. Ramage, Global Whale Program Director of the International Fund for Animal Welfare (IFAW)

2008-06-18T12:23:00.000-05:00

ANOTHER SUCCESFUL NYC MEDIA EVENT
Wow. Busy couple of weeks – following our annual TrendCast™ event in May where we had more than 50 members of the media visit us and our client partners at the Sports Club LA in New York - we just held our Media Day on June 11 where we had one on one meetings with another 24 editors / producer and webmasters.

Unlike TrendCast™, which is more like a trade show for editors to see the latest products and speak directly with high level executives from each of the brands we work with, our media day gives us an opportunity to meet individually with editors and talk about trends, editorial calendars and upcoming stories.

Held once again at the Bryant Park Hotel, this action packed day featured over a dozen different brands represented and we were able to give the media an update on the trends that our clients are seeing as we head into the Fall / Winter 2008 season as well as offer ideas for the holiday gift guides that are coming up.

Members of the media ranging from Best Life and Men’s Journal to Parents, Newsweek and the New York Times all attended and left with new ideas for the fall / winter season.

2008-05-23T09:13:00.001-05:00

FOCUSED ON THE ECONOMY AND THE ENVIRONMENT; SPORTS AND FITNESS BRANDS LAUNCH WAVE OF NEW PRODUCTS FOR HOLIDAY/WINTER 2008

TrendCast 2008 highlights innovations in sports, fitness and lifestyle products

NEW YORK, NY. (May 22, 2008) Fifty select members of the media were treated to a first look at new sports, fitness and lifestyle products for the Holiday/Winter 2008 season where the economy and the environment took center stage at an invitation only event held at SportsClub LA in New York.

TrendCast 2008, held last week, featured 15 leading brands that offer products made for those who live a healthy and active lifestyle. Taking a look at next winter’s products and style direction were a wide range of media from Men’s Journal and Oprah Magazine to MTV and CBS News.
Some of the emerging trends included products that help you travel more efficiently with your gear to clothes made with natural fibers to fitness machines that require little or no power.
“As more and more people are downsizing their vehicles due to gas prices, they are looking for safe and convenient ways to carry their gear. TrendCast was a great way for us to get one-on-one time with the national media regarding our complete line of vehicle racks, boxes and accessories,” said Karl Wiederman of Thule Rack Systems. Others introduced home work-out equipment that is self-generating requiring no power to use such as the Green Elliptical from NordicTrack which has a console featuring an onboard battery grid to capture the “power” generated when the user uses the elliptical product during exercise. The console display lights up with user generated power.

In addition to products that do not require power, brands also showcased products that can be recycled. SIGG, maker of reusable aluminum bottles spoke about the waste associated with single use plastic water bottles and showed a collection of aluminum bottles that can be recycled after their long use.

The use of regenerating resources was also a prevalent trend. Nordic Track launched a new line of bamboo fabric fitness apparel combing the best in comfort and durability. The new collection offers relaxed fit styles for both men and women in natural fabric and fashionable colors which not only look good but feel great. The bamboo fiber is breathable, comfortable and antimicrobial.

Gordini expanded the story to the winter season. Using advanced materials to make some of the highest performance gloves available, Gordini’s designers have produced a new line made from recycled materials and then combined them with natural materials such as goose down, silk, pure wool, natural leathers, charcoal and bamboo. The new line is not only warm, dry and eco-friendly, but stylish too. Kombi, makers of quality, high performance gloves and base layers, is also moving towards using more sustainable fabrics such as merino wool, charcoal and bamboo in a selection of product ideal for on and off the slope comfort for men, women and kids.

Other prevalent trends seen at TrendCast that consumers will see in stores this fall include:

THE USE OF TECHNOLOGY IN APPAREL – Aside from the economy and the environment the next most prevalent trend consumers will see at retail next fall and winter is the convergence of fitness and technology. “We are certainly witnessing a trend towards personal monitoring,” said Meg Burich, director of marketing at Numetrex, maker of sports bras and tank tops that include built in heart rate monitors. “Web communities and technology that support data collection including calorie burn, activity monitoring and heart rate are great motivators for people who are looking to achieve health and wellness goals.” illumiNITE, a leading maker of reflective apparel also showed an expanded collection of apparel and accessories. illumiNITE uses a patented technology to make apparel that reflects – not just piping on the sleeve but the entire garment gives a reflective glow making it possible to stay safe while you work-out even if you’re workout expands beyond daylight hours.

YOUNG AND OLD - Many of the brands that showed at TrendCast highlighted more products made for younger athletes as well as older consumers. Spalding Sports, for example, introduced a new line of Rookie Gear – a collection of balls for soccer, football and basketballs that are 25 percent lighter that help children build more confidence, Seeworthy, a leading maker of performance swim goggles made for competitive swimmers and triathletes that can be easily customized for prescription lenses introduced a collection of goggles for younger swimmers in the 4-8 age range. On the other end of the spectrum, many were looking at older, affluent consumers and introducing products that help reduce wear and tear on the joints. One example is the new Octane xRide, a new exercise modality, a seated elliptical trainer, which is hitting specialty fitness retailers later this month. It delivers all the cardiovascular, total-body, low impact benefits of a traditional standing elliptical, but with the comfort and support of a seat. Plus, unique to the xRide, exercisers can engage in upper and lower body strength training while using the leverage from the seat.

FASHION FORECAST - TrendCast also gave some fashion editors and stylists a sense of what to expect in the lifestyle market. Eyewear took a giant step forward with bigger bolder frames. Native Eyewear was on-hand to show an expanded collection - all made with athletes in mind – but showed new polarized styles with bolder looking frames that perform just as strongly whether you’re entering a triathalon or heading to the beach. KangaROOS, a major player in the footwear market during the late 70s and 80s re-emerged at TrendCast and gave editors a sneak peek into the Holiday 2008 season. The Classic KangaROOS Lotus is updated with 70's inspiration by offering the original retro jogger in a slip on silhouette; bringing a 'tailored, tomboy' look to an original KangaROOS style. Look for a trend for shine, satin and translucent to continue into Holiday 08 season. Italian designed, Tecnica, maker of the fun-loving Moon Boot™, unveiled a women’s ‘country’ collection of shoes and boots in a variety of styles using vintage suedes and subtle accents.

WINTER WONDERLAND - As TrendCast was focused on the holiday season, winter / snow products were a dominant theme. Simplistic performance is the premise of Tecnica’s newest ski boot collection – Dragon, available in five new models, including a freestyle boot and a women’s specific model. Engineered and designed for comfort and performance, the Dragon series is ideal for the expert, all condition skier. For the skier who wants a personalized, custom ride, the ‘power’ of the Volkl Grizzly can be altered by a switch of a dial. Add Marker’s new Wide Ride iPT binding system to accommodate fat skis and you have a ski that will out perform the best on the groomed trails to powder. Marker continues to address the freestyle market with the Baron and Griffon bindings that offer maximum in safety, performance and power to backcountry enthusiast to park and pipe riders. With changing snow conditions and light, the Marker Kamaleon goggle addresses this issue with three interchangeable lenses. Skincare during the harsh winter months was also discussed. Dermatone is the only sunscreen manufacturer to offer a line of water free sunscreens for cold weather sports. Using 100% all natural ingredients to provide lip and skin protection, Dermatone sunscreens are perfect for year-round activities offering minimum and maximum SPF sunscreens for all climates. At TrendCast, Dermatone introduced a new Green Tea Flavored lip balm with real green tea.

2008-05-22T21:07:00.000-05:00

True North has been a part of the SIGG story since its current regime took office and it's been an exhilerating ride as we've helped SIGG grow from an item into a full-fledged brand over the pat few years. We recently put CEO Steve Wasik in touch with a reporter from Reuters - We'll let this story explain what the power of PR can mean for a company.

Sigg, the little company with the big brand
Deborah L. Cohen
20 May 2008

How a Swiss aluminum water bottle became a stylish fashion accessory.
CHICAGO (Reuters) -- A company doesn't have to be big to go global, but it helps to catch the right wave.
Up until a few years ago, Sigg, a Swiss aluminum water bottle maker, was just a fledgling manufacturer with roughly US$1-million in sales and limited distribution in European markets. It's still a small company with only about 100 full-time employees and a single production plant at its headquarters in Frauenfeld, Switzerland, a town some 30 miles north of Zurich.
Yet today Sigg bottles are cropping up in some 40 countries. In the US, they can be found everywhere from major retailers like Whole Foods to local yoga studios. Fashion designers Donna Karan and Michael Kors have created one-of-a-kind designs and the Sigg bottle has a place of honor in New York's Museum of Modern Art.
With apologies to Malcolm Gladwell, Sigg appears to have reached a tipping point in recent months. The bottles are positioned as environmentally-friendly products over single-serve, throw-away plastics. A recent focus on chemicals leached by some of the plastics used in some competing products may also bolster Sigg's place in the eco spectrum.
These are the market conditions most small companies would kill for."It's really a perfect storm," says Steve Wasik, the branding expert installed as Sigg's US president in September of 2005. Wasik, an American whose background includes stints for Naya water, Chanel and Cadbury-Schweppes, became Sigg's global CEO in January.
Fashion accessory
The company's momentum has been driven in part by behind-the-scenes muscle. In December 2003, Riverside Co., a US private equity firm purchased Sigg from Afinum, a German fund manager. The price wasn't disclosed. With about US$2-billion under management in industries from recreational boating to hospice care, Riverside bills itself as "the largest private equity firm investing in premier companies at the smaller end of the middle market."
Wasik and his backers knew that Sigg had the potential for growth. But they needed to create broader brand recognition for the product, which had little cache beyond hikers and other outdoor enthusiasts. "We saw that it could be more than a functional product," Wasik says. "We saw that it could be a fashion accessory."
He began with market research, sending Sigg bottles to a host of test users and asking them to record their experiences in personal logs. Before long, the company was evolving beyond its narrow role of manufacturer and knocking on the doors of specialty retailers, hosting design contests and developing new channels of distribution.
In many ways, Sigg still operates like a small company. Wasik, who won't discuss financial details, says he has not pumped a lot of money into traditional marketing. Outside of limited print advertising, the company relies primarily on public relations campaigns for product placement and alliances with environmental groups to build consumer awareness.
Production remains under tight control; the single Swiss factory churns out some 100,000 bottles a week. Sigg's pricing is tailored to an upscale image at about US$20 for the popular 20-ounce size. Reusable plastic bottles can cost half as much. Of late, the company has had to turn down calls for new business, Wasik says. Meanwhile, customers like Whole Foods have had to contend with sporadic deliveries, due to tightening supplies of product.
"There have been some instances we have heard of lately where demand has exceeded supply," confirms Ashley Hawkins, a spokeswoman for the Austin, Texas-based organic foods grocer, via email. On May 1, Wasik made a public appeal to customers, asking them to remain patient, saying "I am sure most of you are aware of the current challenge we face."
Riverside is not complaining. It won't disclose specifics on Sigg's sales but says they are somewhere between US$30-million to US$100-million and growing at more than a double-digit pace.
"We're not in a hurry to make decisions," says Tony Cabral, managing partner for Riverside Europe, when asked about the firm's exit strategy. "We have absolutely no pressure to sell this."

2008-05-22T20:41:00.001-05:00

THE VALUE OF PR
When we start talking with a new company there are a host of questions that we're always asked...in fact, if we're not asked we're almost skeptical because they are great questions for a brand to ask if they have not worked with a PR firm before. The questions include topics such as, what will ou ROI be? How long does it take to see the effects from a good PR campaign? What kind of effect will it have on our sales?

Again, these are all great questions - but rather than listen to us answer these questions - we're going to let one of our clients answer this question. Check out the link below to see how one of our PR campaigns changed a company almost overnight!

http://watch.ctv.ca/news/canada-am/consumer-alert/#clip54390

2008-04-22T14:02:00.002-05:00

SABLE WATER OPTICS FEATURED IN OPRAH MAGAZINE

Congratulations to Sable Water Optics, a division of See Worthy Inc., which was recently singled out in the May O List of Oprah Magazine. Sable is a maker of high-end swimming goggles used by world class swimmers and triathletes that offers customizable lenses that makes it a snap for those with perscription lenses to swim with the correct lenses.

2008-04-22T09:23:00.003-05:00

KANGAROOS AND TRUE NORTH - TOGETHER AGAIN!
After assisting in the brands re-launch into the US market and helping the brand explode back into the US five years ago, True North has been called back into action to help generate exposure for KangaROOS.

Now operating under a new management team called one7, led by Jared Carver and footwear veteran Mary Taylor, KangaROOS is once again poised for dramatic growth and True North is thrilled to be a part of the team once again.

"KangaROOS is a brand that combines a heritage of athletic with a new infusion of trend and market-right style; rooted in athletic, driven by lifestyle. Brand styling features a sense of fun; a quirkiness and irreverence," said Mary Taylor, Chief Marketing Officer for the brand.

2008-04-22T08:49:00.001-05:00

VEZZEO LAUNCHES MOBILE VEST AND SELECTS TRUE NORTH
We're delighted to partner with Vezzeo Mobile Vests, an innovative new brand that has developed a collection of mobile vests that allows commuters, travelers and the like to comfortably and easily take all of their technology with them when they are on the go.

"We believe that as airlines continue to tighten baggage restrictions Vezzeo is ideally positioned to help travellers conveniently stow all their gear and keep all their electronic gear with them," said Mark Tedeschi, president of True North Brand Group, Inc.

The vest features ten versatile pockets and accessible compartments:

* The front pockets offer easy access and protection for electronic gear (like an MP3 player)
Specially designed Front Pocket Exit Ports help to contain extra wires, providing tangle free enjoyment.

* A convenient Hide-A-Way pocket inside the vest secures a wallet, passport or other valuables.

* Lightweight padding provides an extra layer of comfort for the shoulders and back, even when the vest is packed.

* Compact, yet roomy dual Bonus Back Pockets expand to fit a 17-inch laptop and provide extra room for personal items.

2007-12-12T08:27:00.000-05:00

SEE WORTHY INC CHOOSES TRUE NORTH AS ITS MEDIA RELATIONS REPRESENTATIVE

(December 12, 2007) – See Worthy Inc., North American distributors of SABLE® WaterOptics, a leading product line of performance optical gear, has selected True North Brand Group, Inc. of Hingham, Mass., to handle all of the company’s marketing communication efforts- including strategy, branding, and media relations.

SABLE® WaterOptics products are recognized by both eye doctors and swimming professionals for their safety and optical quality- combining superior optics with superb sporting performance and comfort.

“Since 2005 SABLE® WaterOptics has built strong relationships amongst optical professionals and competitive swimmers in North America through word-of-mouth and now we are ready to take our company to the next level”, said Paul Lantinga, the company’s founder. “We need experienced PR professionals to assist us with reaching out to consumers, getting our products media exposure and making more people aware of what our company has to offer,” said Lantinga. “The team at True North Brand Group has a proven tack record for assisting emerging companies like ours in defining their strengths and sharing that information with the media and consumers. The time is right for us and True North is simply the right partner”, said Lantinga.

True North Brand Group is a full-service public relations, marketing and strategic planning company based in Hingham, Mass. specializing in performance and technical products for the industrial, outdoor, athletic and fitness markets.

“What attracted us to See Worthy Inc is their commitment to making water recreation more fun and safe,” said Gigi de Young, account representative from True North Brand Group. “I look forward to applying my past industry experience in helping See Worthy Inc reach the next level of its development,” said de Young.

2007-11-28T16:20:00.000-05:00

GORDINI LOBZ FEATURED IN OPRAH

This year's O List, in the December 2007 issue of Oprah Magazine, singled out Gordini Lobz as a great choice for your "teenager who's permanantely connected to her iPod and leery of hats."

Featured on the great gifts in the $25-$50 section of the magazine Oprah's influence, as it did last year when we helped a small sweater company called Neve gain recognition, Gordini has been pleasantly overwhelmed by the power of Oprah! Gordini Lobz are state of the art earmuffs made with the same insulating properties found in their gloves but these aren't jusr ordinary ear-muffs. With an audio imput you can plug your Mp3 player into a pair of Lobz and feel the beat no matter how cold it gets out there.

2007-11-14T08:59:00.000-05:00

ADVERTISING AGE RECOGNIZES SIGG!
Congratulations to SIGG for being placed along side the likes of Coke, HP, Heineken, Doritos and the Energize Bunny in Advertising Age's salute to 50 Sharp Marketing Ideas. In the piece president Steve Wasik and VP Sales Robert Rheaume were singled out for their positioning of the brand as a smart alternative to plastic bottles. Nice job guys!!! In case you missed the piece that ran in the November 12, 2007 issue we've included it below.

Fifty Sharp Ideas and the Visionaries Who Saw Them Through
It's hard to get cool, but it's harder to stay cool. Just ask Robert Rheaume. The Sigg USA VP-sales and marketing, along with Steve Wasik, president-general manager, had been peddling a $20 reusable metal bottle, but consumers didn't get it. This fall, after a summer packed with headlines about the millions of tons of plastic water bottles flowing into city landfills, those same buyers are calling back wanting bottles -- yesterday. In addition to brisk online sales, the number of outlets selling the bottles has grown to more than 1,300 from 400 in two years. While privately held Sigg declines to give more specific figures, it says sales are up 250% from last year. "Someone told me recently that it's so cool the product isn't everywhere," says Mr. Rheaume, 40, adding that most of the company's sales spike was built on blogs and working with outdoor enthusiasts. He started posting comments on the blogs, and now bloggers are sharing news about Sigg bottles. "They do it for us," he says. A contest for a new design drew 30,000 votes, Mr. Wasik says, adding that the design will be for sale at Patagonia stores in time for the holidays.

2007-11-02T08:44:00.000-05:00

WE MADE THE COVER - TWICE!

We're still waiting for the snow to land but we were stoked to kick the season off with clients featured on the cover of both the October issues of Ski and Skiing Magazine. While Gordini was honred by our freinds at Ski with their new goggles gracing the cover of their publication we were thrilled when we picked up our copy of Skiing the very next day and saw the very educated team of writers and testers at that publication opted to feature a pair of custom Volkl Bridges on the cover of their magazine that were going to the winner of the letter of the month, written by a woman from Big Sky Montana who caught of glimpse of "Naked Guy" streaking down the North Summit Snowfield at Moonlight Basin.

2007-09-25T07:54:00.000-05:00

GLOBAL LEARNING PARTNERS SELECTS TRUE NORTH

True North has been selected by Global Learning Partners (GLP) to develop an entirely new branding for its organization. It’s a complete “makeover” that will further clarify GLP’s positioning, relating its uniqueness and reason for being. At the same time, True North will create a new brand identity through design that elevates GLP presence—while embodying its “personality.”

For over 20 years, Global Learning Partners have worked with academic, government and non-profit organizations internationally, sharing an effective method of adult learning called “Dialog Education.” This utilizes principles that create engagement and learning that is accountable to everyone’s needs.

2007-09-25T07:39:00.000-05:00

HITTEN THE BIG APPLE OVER THE SUMMER!

It’s been a busy summer here at True North with numerous trips to New York to visit with our media friends to highlight leading winter sports gear. Following one of our most successful TrendCast events that took place in May and had numerous products featured on the national broadcast of Fox and Friends, True North then took over the Bryant Park Hotel for two days of meetings with over 20 editors and producers who were invited to see more than a dozen winter brands for their holiday issues.

New skis, hi-tech sleds, snowshoes, cool winter gift ideas and smart-fabric apparel where just some of the items that were scooped up by publications like Men’s Journal, Maxim, Self and Shape, as well as our favorite on-line sites like Cool Hunting, which are all featuring products from this trip. Some individual trips to meet with editors who couldn’t make these events rounded out our busy summer in the city. Now bring on the snow so we can finally put some of these cool items to use!

2007-05-22T15:01:00.000-05:00

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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2007-03-27T15:59:00.000-05:00

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.

2007-03-23T16:29:00.000-05:00

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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2007-03-23T10:59:00.000-05:00

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.

2006-11-03T11:53:00.000-05:00

THE “OPRAH EFFECT"

HINGHAM, MA (November 3, 2007) – We were delighted to see the November issue of Oprah Magazine which gave a glowing endorsement to one of our clients - Néve Designs.

A relative new comer to the world of fashion – specifically winter-wear sweaters for men and women – Néve Designs received the coveted stamp of approval in the latest issue of O, The Oprah Magazine where the Annabelle style sweaters received a first-page, full-page treatment of November’s “O List.” O, The Oprah Magazine has a circulation of more than 2.5 million readers.

“This was no small feat for a new company,” acknowledges Tom Irvine, CEO of Néve Designs. “Knowing that we needed a slam dunk endorsement to secure significant consumer awareness, we partnered with True North Brand Group for our marketing efforts which included participation in their annual TrendCast event.”

TrendCast Opens Doors

TrendCast is an invitation-only annual event designed and organized by True North Brand Group that gives select brands an opportunity to showcase upcoming products to an elite group of fashion writers. For the past two years, TrendCast has been conducted in conjunction with the Sporting Good Manufacturers Association (SGMA). This partnership provides editors the opportunity to learn from Tom Cove, president and CEO of the SGMA, the most recent fitness trends that American’s are participating in and from Rocketfish Design, a team of designers who can speak about fashion trends – color palettes, trends in fabrics, etc.

“The idea behind TrendCast is to maximize an editors time and give them an opportunity to see a group of brands in a three hour time%2

2006-10-12T10:25:00.000-05:00

SGMA SELECTS TRUE NORTH BRAND GROUP TO MANAGE PUBLIC RELATIONS FOR SGMA SPRING MARKET
New industry trade event set to debut June 11, 2007 in Las Vegas

WASHINGTON, DC. – October 12, 2006 - The Sporting Goods Manufacturers Association has selected True North Brand Group, Inc., Hingham, Ma., to oversee public relations efforts for SGMA Spring Market.
SGMA Spring Market is a focused industry event that provides manufacturers direct access to specialty and trendsetting retailers, independent, regional and small retailers, as well as team dealers. SGMA Spring Market is an opportunity for those retailers to see athletic footwear, performance apparel, team apparel and equipment, and fitness equipment and accessories—all under one roof. Leading brands such as Asics, New Balance, Franklin, Under Armour, Everlast and Riddell are just some of the big name brands that have already committed to the event.
“True North Brand Group brings great depth and talent to the SGMA Spring Market. SGMA and our member brands have had very positive results working on a number of joint media events, and we are very confident True North will deliver unparalleled media coverage for companies exhibiting at SGMA Spring Market," expressed SGMA President and CEO Tom Cove. "We look forward to leveraging True North's breadth of experience across industry segments and among leading consumer media."
SGMA Spring Market is scheduled for June 11-13, 2007 at the Sands Expo & Convention Center in Las Vegas, NV. In addition to the trade show, SGMA Spring Market will also host an aggressive conference schedule including the ELITE Running Specialty Store Conference produced by The SportsOneSource Group.
“There is a void in the industry that needs to be filled and SGMA Spring Market fills that void,” said Mark Tedeschi, president of True North Brand Group, Inc., “We are thrilled to be a part of the team and to help spread the word about this much needed industry event.”
True North will work hand in hand with SGMA and Universal Event Management, Braintree, MA, which is responsible for all sales, marketing, programming and show logistics.
For more information on SGMA Spring Market, please visit www.sgmamarkets.com.

2006-10-11T15:01:00.000-05:00

UK International Selects True North Brand Group as its Media Relations Partner

POWAY, CA. (October 11, 2006) – UK International, a leading designer and manufacturer of performance lighting products, protective cases and accessories has selected True North Brand Group, Inc., Hingham, Mass., to support its public relations efforts.

True North will assist the company with media relations, marketing communications and other PR activities in the US as it looks to expand the reach of the brand into other markets.

UK International, already a market leader in the Dive and Industrial markets, specializes in dependable high quality lighting products designed for utility, safety and fire and rescue as well as personal lighting products for scuba divers.

“I have had the pleasure of working with the True North Brand Group once before in my career and I admire the team’s sense of integrity and work ethics”, said Michael Fattori, Director of Sales and Marketing of the US Outdoor Recreation & Government division for the company. “True North is committed to their clients and consistently delivers exceptional results. I know through first-hand experience, that UK has made an excellent choice in partnering with the True North team,” said Fattori.

Led by a world-class team of innovative and technical designers, UK has plans to expand the company’s product categories and in turn aggressively expand its US retail and consumer base in 2007.

“What attracted us to UK International is the level of innovation they bring to the table,” said Gigi de Young, the account representative from True North Brand Group, Inc., who will represent the company. “The innovation they have brought to the dive and industrial markets is unparalleled and we’re excited to help spread the word as they enter other performance markets,” said de Young.

2006-09-05T13:32:00.000-05:00

iMEASURE FITNESS™ SELECTS TRUE NORTH TO SPEARHEAD ITS PUBLIC RELATIONS EFFORTS

BELMONT, MA. (September 5, 2006) – iMeasure Fitness™, launching later this year, has selected True North Brand Group, Inc., Hingham, Mass., to spearhead its public relations efforts.

iMeasure Fitness™ is the result of years of research from an extensive list of nationally recognized physiologists, physicians, and fitness trainers that gives consumers an easy and accurate way to check their fitness level.

“Simply put, you can go to the doctor’s office and find out your cholesterol score, iMeasure gives you the keys to measure your fitness level,” said Jennifer Guckel Porter, CEO of iMeasure, a division of Galileo Health Partners, Inc.

By taking a series of easy tests in six key areas – Cardio, Strength, Flexibility, Lifestyle, Balance and Body Composition – and then sending the results into iMeasure via their web site – consumers can immediately receive their fitness score and a full report and learn how to improve their score.

Porter said True North will be responsible for helping to generate awareness at the trade level in all target distribution areas, ranging from food and drug channels to sporting goods. In addition, iMeasure is looking for strategic partnerships with the right fitness oriented brands that share iMeasure’s commitment to keeping fit.

“We were captivated by how easy the test was to take and how impactful and accurate the results could be to someone who may not have a read on their overall fitness health,” said Mark Tedeschi, president of True North Brand Group, Inc.

True North Brand Group is a full service public relations, marketing and strategic planning company based in Hingham,Mass. specializing in performance products for the outdoor, athletic and fitness markets. For more information about True North Brand Group, Inc., please visit http://www.truenorthpr.com/

2006-07-21T11:08:00.000-05:00

WHY SKIS, GEAR AND NYC CABS JUST DON”T MIX
“If only we had a camera!”

If you’re one of the many who tripped over our luggage in Time Square last week we apologize.

True North hit the Big Apple in mid-July and saw nearly 30 key media members over two days. These editors were all working on their winter issues and TN was in town to introduce them to some cool winter gear during a heat wave in July.

What made this trip unique wasn’t the fact that we had so many great meetings – it’s that we had enough winter gear on hand to outfit a few families.

Our inventory included a bag full of the latest skis from Volkl, ski boots from Tecnica, snowshoes from Tubbs, après sweaters from Neve Designs, SIGG bottles, Tecnica MoonBoots and Fur boots, Kombi and Gordini gloves, base layers and earmuffs, Princeton Tec headlamps, Textronics sport bras, Turtle Fur hats, Marker goggles and ski helmets, Volkl tennis racquets and illumiNITE jackets to name a few of the items that filled our bag of goods.

It was best summed up by one of New York’s finest cab drivers who looked at our pile of goods that we tried to hide until the last moment and said: “What are you, crazy!” before refusing to allow us into his cap and pulling away. He was just one of many who left us stranded in the New York muggy heat with our pile of winter gear and our next meeting supposed to be starting in five minutes - some 20 blocks away.

2006-06-13T08:48:00.000-05:00

CUTTING EDGE SPORTS BRANDS ON DISPLAY AT TRENDCAST
Big Apple New Products Expo Draws Strong Media Interest

NEW YORK, NY – June 12, 2006 - More than 60 members of the media kicked off the summer season by checking out the latest in next year’s winter gear and equipment at TrendCast, a made-for-media event that showcases gear, lifestyle and fitness products in advance of those products being shipped to retail. TrendCast was held on Thursday evening, June 8 at the Reebok Sports Club in New York City.

This year, a new event, called FitCast, was added to the TrendCast schedule. At FitCast, the editorial media were invited to preview the latest exercise equipment and workout equipment alongside representatives from the manufacturers of the fitness equipment.

Organized by True North Brand Group, Inc. and supported by the Sporting Goods Manufacturers Association (SGMA), TrendCast is an opportunity for the media to meet with key executives and learn about the latest innovations in the sporting goods industry/marketplace. Also, the media received the latest sports and fitness participation trends – courtesy of SGMA.

A range of premium fitness, outdoor and lifestyle brands gave media members (representing more than 45 different publications, television stations and websites) a sneak peak into next winter’s lifestyle pieces and gear. The equipment on hand ranged from the latest in skis and snowshoes to new workout equipment, as well as fashionable apparel for the après ski scene.

The attending media were wide ranging from the CBS Early Show and MTV to The Wall Street Journal, Oprah Magazine, Martha Stewart Living, Prevention, GQ, Women’s Health, Best Life, Good Housekeeping, Vogue, Elle, Health, Cosmo Girl, Family Circle, Popular Science, FHM and Stuff Magazine, to name just a few. They had an opportunity to see and hear about the latest trends within the sporting goods and outdoor industry.

“Events like TrendCast provide a unique opportunity for the sporting goods industry to foster relationships with the trade and consumer media,” said SGMA President/CEO Tom Cove. “This is also a dynamic venue to showcase the type of technology being used in fitness, outdoor, and sporting goods industries these days.”

Leading industry designers were also on hand to help show media members and producers where the market is headed. “The trend toward more user-specific products as well as customizable, lightweight products continues to grow within the sports performance and lifestyle marketplace,” said T.J. Gray, one of the principles of Rocketfish Product Design Studio, who was on hand at TrendCast to talk with media members about emerging trends, colors and fabrications.

Some of the new products introduced at TrendCast included:

Outdoor Zone: Tubbs Snowshoes kicked off its 100th year and introduced an entirely new collection of snowshoes in celebration of the century benchmark. The new shoes include a wide array of graphics and colors, as well as price points aimed to fill the needs of all levels of snowshoers. New skis in the all-condition, free skiing and women's category were showcased from Volkl. Their built-in, integrated ski/binding system, Motion iPT, has been expanded into the women's only, Attiva collection. Tecnica ski boots introduced its new Modo Series for the 06-07 season that has been built for comfort and convenience. Kombi, maker of winter and backcountry gloves, was on hand to launch a new collection of gloves that have jacket to cuff compatibility with a new cuff design that eliminates excess materials and streamlines the fit. Princeton-Tec, a leader in LED technology, has introduced a new hand-held flashlight, the Genesis, which features 3 watt LED quantum lens technology. Priced at $84.99, this outdoor accessory can be conveniently carried in a backpack or attached to your belt. Dermatone’s sunscreen will protect you from the summer (and winter) sunshine. Its coffee-flavored lip balm and hands-free applicator on its traditional lotion will protect the skin in all types of weather. IllumiNITE has greatly expanded on its line of fitness apparel suited to active people. While the company has been a leader in reflective technology, IllumiNITE is also offering a new collection of pieces called DAYglow that offer improved visibility for people who are outside during dusk and dawn.

Lifestyle Zone: Neve Designs introduced a new line of fine merino wool, winter sweaters that are soft, comfortable AND machine washable. This sweater collection for men and women is equally suited for the slopes, the lodge and a night on the town. Gordini introduced a new piece of headwear called Lobz, which wraps around the user’s head to keep your ears warm and include integrated headphone speakers compatible with MP3 players. Hummer Global Footwear launched a new line of footwear at TrendCast that includes comfortable go-anywhere styles of shoes and boots. Hummer, inspired by the go-anywhere approach set forth by the SUVs, will be available at retail later this summer. Turtle Fur, presented its new product Fog Free, headwear that solves the problem of keeping one’s face covered in cold weather which keeps fabric away from the mouth and nose and also prevents glasses or goggles from fogging up. FU-R, a new lifestyle headwear brand that will hit stores for the first time this fall, showcased its line of quality hats which come in fun, youthful styles and colors. SIGG, maker of aluminum water bottles that have a unique blend of style and function, has been taking the water market segment by storm over the past year. Based on the reception that new styles received at TrendCast, look for that surging growth to continue. As Tecnica's Italian designed and made après collection continues to grow in popularity, chic new styles in fur and fur/wool/leather blends for men and women were showcased. Fans of Tecnica's Moon Boot® will also be delighted with the new patterns and designs being offered in that segment of the line.

Fitness Zone: Horizon Fitness introduced its new line of treadmills. One of them was the WT 951 Wireless Pedometer Treadmill which was particularly popular. Priced at $999, this treadmill allows you to use a special pedometer to track your daily steps to complement your treadmill workout. The Q37E elliptical motion trainer – priced at $2,000 to $2,800 -- from Octane Fitness provides the user with a wide variety of exercise routines which give you a diverse upper and lower body workout. Icon Health & Fitness showcased the Pro-Form 900 elliptical motion trainer which will be sold for $599. It contains 10 resistance levels and 10 different fitness programs. Also on display was the Nordic Track Elite 3200 treadmill. It features a cable ready TV screen and an I-Fit Card which gives you access to 24 different workouts. The Numetrix Sports Bra from Textronics is a traditional sports bra with heart-rate monitor technology built into the fabric. Priced at $45, it can be washed and dried like any traditional sports bra. Concept 2 is taking indoor rowing to new heights. Its new Model E indoor rowing machine – priced at $1,250 – will be seen in gyms and homes. This new model sits 20 inches off the ground, six inches higher than the current rowing machine, Model D. Volkl Tennis has a new tennis racquet built with carbon fiber technology – priced at $300. The construction of this racquet is 25 times stronger than any other racquet on the market. Its Power Bar, located at the bottom of the racquet head, gives the end-user more ball control and the ability to put more spin on the ball.

For more information about the next TrendCast in New York, contact True North’s Mark Tedeschi (781-740-4050; mark@truenorthpr.com)

True North Brand Group, Inc. is a full service marketing and public relations firm offering brand building solutions for brands in the athletic, outdoor and lifestyle marketplace. More information about True North can be found at http://www.truenorthpr.com/

The Sporting Goods Manufacturers Association, owner of the Sports Research Partnership, is the global business trade association of manufacturers, retailers, and marketers in the sports products industry. SGMA enhances industry vitality and fosters sports, fitness, and active lifestyle participation. More information about SGMA can be found at http://www.sgma.com/.

2006-05-10T15:49:00.000-05:00

NEVE DESIGNS SELECTS TRUE NORTH TO OVERSEE PUBLIC RELATIONS
Boulder, Colorado - (May 10, 2006) - Nevé Designs has selected True North Brand Group, Hingham, MA, a full service PR and Marketing firm specializing in outdoor and casual lifestyle brands, to handle its public relations campaign.Nevé Designs specializes in fine gauge sweaters and accessories and distributes their line to specialty market retailers in the U.S. and Canada.Nevé Designs was founded by Rhonda Swenson in 2002. She is the former creative director for EIR Sports and Chompas Knitwear. “This line is all about quality, fashion and function and we are excited to have True North on board to help us get the word out about our products to retailers and consumers alike," says Tom Irvine, CEO. “Nevé products have a sell through rate higher than 80 percent which demonstrates that once a customer sees a Nevé, they need a Nevé !"Nevé high quality products are made from 100% ultra fine Merino wool which is lightweight, soft and washable. True North is thrilled to help this young company grow by generating product placement and press for Nevé’s amazing line of fine knitwear.

2006-04-13T09:11:00.000-05:00

TRENDCAST/06: HIGHLIGHTING THE BEST OF FITNESS, OUTDOOR AND LIFESTYLE GEAR AND ACCESSORIES
Afternoon Fitness Demo to Precede Evening Event

WHO: Outdoor, fitness and sporting goods manufacturers/vendors and interested members of the media. Open to 20-25 brands who will be displaying their latest product introductions to members of the media.

WHAT: TrendCast/06, founded and hosted by True North Brand Group in partnership with the SGMA, this is a made-for-the-media showcase of new trends and product introductions in the active lifestyle, outdoor and sporting goods industry. Products will range from fitness to footwear to outdoors to apparel to team to extreme. Prior to TrendCast, attendees are invited to attend FitCast.

TrendCast will be broken down into three zones:

Outdoor Zone: This will feature brands who target the great outdoor including gear companies like ski and snowshoe as well as outdoor apparel brands / accessories.
Fitness Zone: Brands who make state of the art work-out gear / accessories and apparel.
Lifestyle Zone: Brands who speak to the above demographics but make products geared toward that person once they get out of the gym or off the trail.

FitCast: This is a separate new event targeted to fitness media, enabling them to sample the latest work-out equipment, programs and apparel. A select list of key fitness writers and producers will be invited to sample the latest fitness equipment and experience unique fitness workouts touted by your brand, key athletes, etc. FitCast is also a great opportunity to allow media members to work out in new fitness apparel and footwear.

WHEN: June 8
3:00 pm to 5:00 pm (FitCast event)
6:00 pm to 9:00 pm (TrendCast event)

WHERE: Reebok Sports Club
160 Columbus Avenue
New York, NY
212-362-6800

WHY: TrendCast is an opportunity for manufacturers/marketers to showcase to the
media the latest trends and product introductions in the sports and fitness
industries. Also, at TrendCast, those in attendance will learn the latest sports
and fitness participation trends in the USA.

True North Brand Group, Inc. is a full service marketing and public relations firm offering brand-building solutions for brands in the lifestyle, outdoor, and athletic / fitness marketplace. For more information about True North please visit: www.truenorthpr.com

The Sporting Goods Manufacturers Association (SGMA) is the global business trade association of manufacturers, retailers, and marketers in the sports products industry. SGMA, owner of the Sports Research Partnership®, enhances industry vitality and fosters sports, fitness, and active lifestyle participation. More information about SGMA can be found at www.SGMA.com.
# # #

2006-04-03T10:51:00.000-05:00

THE MEDIA TAKES ON KILLINGTON
Seventeen Editors from 14 different publications got a head start on the 2006-07 ski season having an opportunity to check out some great new gear for the coming season at Killington Mountain Resort. The event, which took place March 30-April 2 offered up everything from near 70 degree temperatures to monsoon like rain to more traditional spring skiing conditions in the 40s.

Among the media outlets on hand were the likes of Stuff Magazine, Women's Health, MTV, Health Magazine, eCity of Style, Serious Fun Productions, Playboy Magazine, GQ, Best Life, Flaunt, Popular Science and Elite Traveller.

Over the course of the weekend Editors had a chance to hear detailed presentations from some leading outdoor and lifestyle brands followed by an opportunity to demo some of the latest gear.

The weekend also included everything from a dance contest at the Wobbly Barn, some great bands - even if some were playing at the same time - and some great food at the Mountain Top Inn and the Wobbly Barn. Presenting brands included:

Volkl: Leading maker of high end skis, Volkl detailed the changing trend in ski manufacturing that now offers consumers a range of skis that match up to different ski conditions. Most are now made with integrated binding systems. Ski categories range from big powder skis ideal for the Rockies to all mountain carving skis. The media learned about the different types of skis and had a chance to try a range of skis that will be available next winter. For more information please visit: www.volkl.com
Tecnica: Like the changes taking place in the ski business, ski boots have also evolved to not only match up to skier's ability - but foot volume as well. And like the ski business, today's ski boots also offer boots made especially for a women's foot. At both Tecnica and Volkl this women's specific collection is called "Attiva." Learn more at www.tecnicausa.com
Columbia Sportswear was on hand to highlight its new line of high end "Titanium" ski wear. This line, which includes seam-sealed shells, some with integrated yet removable soft shell liners held up to the driving rain as well as the evening chills that swept thru Killington over the weekend. www.columbia.com
Sorel: Owned by Columbia, the assembled media had a chance to test out the latest from Sorel which manufactures some of the warmest winter pack style boots available in the market. Visit www.sorel.com for more information.
Tubbs Snowshoes: Tubbs Snowshoes is celebrating its 100 year anniversary with an entirely revamped product line which includes the most easy to use binding systems in its long and successful history. The assembled media learned about the versatility of the sport which is an ideal family activity on one end to a rigorous fitness activity on the other end that can burn upwards of 750 calories an hour. Pico Mountain was the scene of the morning snowshoe trek. To learn more about Tubbs Snowshoes please visit: www.tubbssnowshoes.com
Killington Mountain Resort: With weather pushing the mercury to 70 degrees, Killington was one of the few places left in the East that was still offering skiing as the calendar turned to April. Killington representatives spoke about its more efficient snow making system as making a difference. Also, the company detailed plans of a major expansion which includes a village at the base of the mountain. Editors stayed at the Grand Resort, located at the base of Snowshed which features a year-round outdoor pool, full conference facilities, restaurant and bar. To learn more about Killington please visit www.killington.com
SWIX: With temperatures soaring it turned out to be a perfect opportunity to test the new bodywear collection from SWIX. The company, which has been outfitting world class Nordic athletes for years, now offers a full collection of apparel for any winter activity that involves perspiration. SWIX now offers a full range of bodywear, activewear, hats, gloves and even shells and coats to keep the active outdoorsman (and woman) comfortable and stylin all winter long! Learn more at www.swixsport.com
Sigg Bottles: There is cool - and then there is SIGG! This maker of aluminum water bottles spoke about the growth of the water bottle business and how it has evolved as people are looking to be more environmentally responsible using less over the counter PET bottles. SIGG bottles can be used over and over, are easily cleaned and virtually indestructible. Please visit www.sigg.com to see all the latest colors and styles.
Walk-EZ: Getting to the lift has never been easier. This innovative new product attaches to the bottom of your ski boot and makes walking in ski boots as easy as walking in running shoes. Called the "Revolution" this new device gives the user a rocker motion and actually makes walking in ski boots comfortable! See them at www.walk-ez.com
LifePlay: A maker of backyard play equipment, LifePlay makes playground quality play equipment for the backyard. With childhood obesity on the rise, LifePlay spoke about the importance of outdoor play time for children and for many, the answer is an outdoor play system. To learn more please visit: www.performancedesign.com
Marker: Fast becoming the leader in goggles and helmets, Marker offers cutting edge technology and design. The all new M4 is an in-molded, double shell helmet that is extremely light in weight and is incredibly close fitting offering less bulk, more style! The M4 is even wired for music, Bluetooth and Ortovox for on the slope tunes, talking and safety. Used in several goggle models, the NXT lens is the same material used in Apache helicopters - its strong, safe and has the closest clarity to glass. www.markerusa.com
Völkl Snowboard: Unique graphics. Superior craftsmanship. Innovation. Volkl snowboards are high top performers on the slopes. The highlight of the line is the Selecta with a unique powder channel making "surfing" the powder easy and fun. The board sports a stylish wood grain top sheet, wood sidewalls with branding and a base with die cuts. Simply put, its a gorgeous board. Volkl also is introducing boards for the park n' pipe crowd and boards for women that are lighter, smaller and feature the same technology and performance features as the men's. www.volkl.com
Kombi: Becoming synonymous with innovation when you talk about the glove market, editors sampled Kombi's new spring gloves and mother nature offered the perfect weather to test out the gloves that not only keep you warm but suck moisture away from the hand like there is no tomorrow no matter how warm the spring skiing conditions get! With a soft, silk finish, Kombi's antimicrobial featherweight baselayer top and bottoms were ideal for the varied temperature experienced throughout the weekend. For more information, www.kombiltd.com
Turtle Fur: You know Turtle Fur - reliable, stylin and warm - not to mention comfortable and soft. But there is more. The brand is also reaching out to a younger consumer with a new brand called FU-R. It's decidedly younger than Turtle Fur but offers some of the same attributes that put Turtle Fur on the map. The brand also highlighted a new technology called Fog Free. For the harshest weather that winter can offer, Fog Free is a technology incorporated into face wear garments that cover your face but keep your goggles from "fogging" up. For more information please visit: www.turtlefurgroup.com
SeeWorthy, Inc. - After a hard day on the hill it was time to hit the pool and fortunately we had SeeWorthy! A maker of high end water goggles, SeeWorthy makes its goggles "customizable" to most any eye prescription - and it can be done on the spot. So whether you wear glasses or not, SeeWorthy ensures that you can jump into the pool without having your vision impaired underwater! Learn more at www.seeworthyinc.com
The Mountain Top Inn: Hosted a fantastic cocktail reception at the Jewel House and dinner at the Inn. Vermont’s classic four season resort, located in Central Vermont, is located just 11 miles from Killington. It's majestically set on 350 acres with sweeping views of a pristine mountain lake and an infinite expanse of National Forest, The Mountain Top Inn & Resort offers an endless array of outdoor adventures, ideal for both couples and families....there’s something for everyone. Please visit: www.mountaintopinn.com
Mercedes-Benz - If you're going to use the best equipment - Volkl, Tubbs, Tecnica, etc...and look great while you use it, Columbia, SWIX, etc., than you should be traveling in style as well and Mercedes-Benz took care of that! The maker of premium automobiles was on hand with a fleet of new GLs, it's brand new answer to getting to the outdoors! The new GL seats 7, has 80 Cubic Feet of storage capacity, a 335 hp engine and all the bells and whistles you could possibly think of. (The Mercedes Fleet, pictured above) www.media.mbusa.com to learn more.