XTERRA License Secured by 20 Degrees North for Performance Sporting Goods; Outdoor-Focused Footwear Line to be Developed by Ex-Nike Designers
Oct 26, 2007
HONOLULU (Oct. 26, 2007) -- According to the Outdoor Industry Association, 33 million people run off-pavement. With category sales -- like the terrain these athletes crave -- considerably less than flat, one company with extensive sporting goods experience starts the race to keep pace with one of the industry's fastest growing segments.
That company: 20 Degrees North, which today announced it has signed a licensing agreement with TEAM Unlimited to design, market and produce performance and lifestyle footwear, apparel and accessories under the XTERRA brand name. All products draw its inspiration from the roots of the XTERRA Race Series.
The partnership will officially be announced at the 12th Annual XTERRA World Championships on Maui this Sunday, Oct. 28, with the first products for running, trail running and outdoor training launching in January at the Outdoor Retailer show.
XTERRA's new line will include footwear designed by two ex-Nike designers who have also developed products for Puma and Steve & Barry's, including the award-winning Marbury I shoe. 20 Degrees North's executives formerly hail from Nike, adidas and Fila.
Said Greg Niel, CEO of 20 Degrees North: "Our passion is to champion human potential. It's at the center of what we do. We are building performance products that meet the needs of the outdoor athlete and enthusiast."
Niel continued: "XTERRA performance footwear is technically designed to react much like a four-wheel drive rally car. Our unique bottom construction allows for optimal traction, balance, comfort, cushioning and weight. With the onset of the new XTERRA Trail Run Global Series we have access to the ultimate testing laboratory for trail running in the world."
More on XTERRA
The XTERRA brand extends to three business facets in the multi-sport world: products, events and broadcast production. The latter -- XTERRA TV -- is a syndicated avenue to bring the message of their events to fans and enthusiasts, as well as highlight the multi-sport lifestyle.
XTERRA's event series started a decade ago in Hawaii and spread across the world. They include a trail run series, a winter series (snowshoe/ski/run/bike) and a multi-sport series (swim/bike/run).
For more information on XTERRA's products, events and broadcast production, go to www.xterraplanet.com.