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Press Releases

Adventure Medical Kits Partners with OIF on Youth Outreach Programs

AMK's Contribution to Outdoor Industry Foundation's Play It Forward Program To Boost Youth Interest in the Outdoors and Combat Childhood Obesity

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Boulder, CO (August 5th, 2007) – The Outdoor Industry Foundation (OIF) announced today that Adventure® Medical Kits, a leading developer of adventure and safety gear for outdoor enthusiasts, has signed on to help fund the Foundation’s youth outreach programs.

Under the terms of the agreement, AMK will donate a portion of all of its pro-deal sales over the next year to OIF’s Play It Forward youth program, a new initiative designed to get more young people engaged in the outdoors.

Adventure® Medical Kits has also agreed to support OIF’s Outdoor Idols program at the Outdoor Retailer 2007 Summer Market by providing all Outdoor Idols in attendance with an Ultralight & Watertight .9 medical kit. The idols will also receive a talk on backcountry safety from noted IMG guide and EMT Dave Hahn, who earlier this year completed his ninth summit of Mount Everest.

By providing financial and educational support to OIA/F, Adventure® Medical Kits is helping to support the active outdoor lifestyle of American youth, while encouraging safe practices when participating in outdoor recreation.

Adventure® Medical Kits is also helping to contribute to an important movement to reverse the youth obesity crisis in the U.S., by introducing kids to outdoor activities at an early age. Through this initiative, OIF and Adventure® Medical Kits are working together to raise awareness about this critical mission.

“We’re happy that we’re able to be part of a solution to the growing youth obesity epidemic in the U.S.,” says AMK marketing director & co-founder Frank Meyer. “By teaching kids and teens respect for the outdoors, and how to enjoy safe outdoor adventures, we’re hopeful that AMK together with Play It Forward can encourage today’s youth to adopt a lifelong commitment to a healthy lifestyle at an early age.”

About Play It Forward

The Play it Forward concept was designed to engage the outdoor community in introducing more youth to the active outdoor lifestyle. Play It Forward gives outdoor businesses and outdoor professionals an easy yet meaningful way to contribute to industry-wide initiatives to get youth involved in the outdoors.

Play It Forward asks participating companies to donate a portion of pro-deal and employee discount purchase proceeds to fund outreach programs that promote the active outdoor lifestyle. The program engages all levels of the outdoor community in reaching out to get youth active in the outdoors.

“As a cause marketing program Play It Forward allows businesses like Adventure Medical Kits, who are concerned about the health of today’s youth, to raise funds for OIF and educate the greater outdoor community about the need to pass on a legacy of active outdoor recreation”, said Michelle Barnes, VP of OIF. “Uniting for a common cause is not new, and we believe our industry will embrace this program.”

All proceeds from Play It Forward go directly to fund three outdoor industry programs managed by OIF: Teens Outside!, Outdoor Idols and The Great American Backyard Campout.

The Outdoor Idols campaign raises the profile of young outdoor athletes who embrace the active outdoor lifestyle and are setting the trends for the next generation of outdoor enthusiasts. OIF will unveil the 2007 summer class of Outdoor Idols at Outdoor Retailer Summer Market this August. The Outdoor Idols will be in attendance at AMK’s booth (#12019) at 3 pm on Friday August 10th.

About OIF
Outdoor Industry Foundation is a not-for-profit 501(c)3 organization established by the Outdoor Industry Association Board of Directors to inspire and grow future generations of outdoor Americans. Learn more about OIF at or email or call 1-303-444-3353

Caroline Colvin
Outdoor Industry Foundation

About Adventure® Medical Kits
Adventure® Medical Kits, a wholly-owned subsidiary of Tender Corporation Inc., is the world leader in innovative first aid and outdoor survival gear that help people enjoy safe outdoor adventures. Co-designed with top emergency, outdoor, marine and travel medicine experts, AMK’s activity-specific products are specially designed to prevent and treat common injuries and ailments that occur during outdoor activities, mountaineering, hunting, sailing, hiking or traveling the world. Many of the kits follow AMK’s unique Easy Careâ„¢ system, which organizes hospital quality supplies into injury specific compartments, allowing the novice or pro to quickly and confidently administer first aid.

Additionally, the company markets a wide range of survival products, including its top-selling Thermo-Lite® 2 Bivvy Sack and Pocket Survival Pakâ„¢, and bug repellants and bite treatments, such as Ben’s® insect repellent and the world-famous After Bite®. More recently, the company has expanded into the hygiene category, with the release of the Adventure® Hands Sanitizer and exclusive distribution into the outdoor retail channel of Fresh Bathâ„¢ Wipes , both of which help reduce the likelihood people will contract an illness while out in the field.
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For more information
Contact: Simon Ashdown
Adventure® Medical Kits
(T) 905.763.7137 (M) 416.560.9016
OR Booth #12019