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Press Releases

EMS Partners with Merrell Footwear for "Women's Fit Nights"

Experts Educate Customers on Proper Fit and Women’s-Specific Technology; Chance to Win Merrell Siren Footwear

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PETERBOROUGH, N.H. (April 24, 2007) – Eastern Mountain Sports, one of the nation’s leading outdoor specialty retailers, is partnering with Merrell to co-host “Women’s Fit Nights” at select Eastern Mountain Sports store locations in May. Hosted by female Eastern Mountain Sports Foot Gurus, in-store experts that fit footwear, and Merrell female tech reps, the interactive events give consumers a chance to have their feet properly measured and to learn about Merrell’s proprietary women’s-specific technologies and footwear products.

Beginning May 1, “Women’s Fit Nights” take place in Rochester, N.Y., Haverford, Penn., Peterborough, N.H., Natick, Mass., West Lebanon, N.H., Nanuet, N.J, and West Hartford, Conn.

Eastern Mountain Sports Adventure Race Team Captain, Jennifer Shultis, will give an inspirational presentation immediately following the Natick event on May 4. Team Merrell/Wigwam Adventure Race Team Captain Robyn Benincasa will host a motivational presentation following the Peterborough event on May 3. The Adventure Race Team Captains will present a slideshow presentation on adventure racing and offer inspirational advice for women who are already active or are interested in becoming more active outside.

“There is a growing need for women’s-specific products in the outdoor industry,” said Scott Barrett, vice president and chief marketing officer for Eastern Mountain Sports. “Merrell, a long-time Eastern Mountain Sports partner, is a proven leader in women’s-specific technology and programs encouraging women’s participation in the outdoors. These clinics, featuring the insight of Merrell’s tech reps and the expertise of our Foot Gurus, give consumers a better understanding of how their footwear should work to enhance their outdoor experience. By sharing the stories of our respective adventure team captains, we hope to provide inspiration to consumers who might like to participate in similar events in their local communities.”

“From technology that performs to style that is trend right, we design products specifically for women,” said Sue Harvey-Brown, marketing manager of Merrell Footwear. “Merrell blends sleeker silhouettes and a more versatile color palette – beyond the predictable pink and baby blues – on a platform that is truly women’s-specific. We address women’s fit differences with our women’s specific lasts, and women’s biomechanic and gait differences with our proprietary Q-Formâ„¢ alignment system. Women experience four times as many foot problems as men; many of their issues can be simply addressed by footwear that fits properly. Proper fit is the foundation of the Eastern Mountain Sports Foot Guru Program. With the introduction of our women’s Siren multi-sport collection, it was a natural for us to partner with them to provide a solid foundation for women to learn about their fit needs hands-on.”

The specific schedule for “Women’s Fit Night” is:

May 1, 7:00pm – 7:45pm, Rochester, N.Y., 585.272.0090
May 2, 7:00pm – 7:45pm, Haverford, Penn., 610.520.8000
May 3, 7:00pm – 7:45pm, Peterborough N.H., 603.924.7231. NOTE: immediately following, Team Merrell/Wigwam Adventure Race Team Captain Robyn Benincasa ( will host an inspirational presentation
May 4, 7:00pm – 7:45pm, Natick, Mass., 508.872.7915. NOTE: immediately following, Eastern Mountain Sports Adventure Race Team Captain Jennifer Shultis will host an inspirational presentation ( )
May 8, 7:00pm – 7:45pm, West Lebanon, N.H., 603.298.7716
May 9, 7:00pm – 7:45pm, Nanuet, N.Y., 845.623.5282
May 10, 7:00pm – 7:45pm, West Hartford. Conn., 860.561.4302

Founded in 1967 by two New England rock climbers and based in Peterborough, N.H., Eastern Mountain Sports is one of the nation’s leading outfitters of outdoor gear, clothing, footwear and accessories with 67 retail stores in 12 states. Eastern Mountain Sports designs and sells products for outdoor adventurers who participate in a variety of sports, such as mountaineering, backpacking, camping, hiking, adventure racing, climbing, kayaking, mountain biking and snow sports. Eastern Mountain Sports product and technology is tested by its product development and quality assurance teams in conjunction with the Eastern Mountain Sports Climbing, Kayaking and Ski Schools. More information is available at

Merrell® is a brand of the division of Wolverine World Wide, Inc. Outdoor Group that also includes Sebago and Patagonia Footwear. Wolverine World Wide, Inc. is headquartered in Rockford, Michigan. The company’s portfolio of highly-recognized brands includes: Bates®, Hush Puppies®, HYTEST®, Merrell®, Patagonia Footwear, Sebago and Wolverine®. The Company is also the exclusive footwear licensee of the following popular brands: CAT®, Coleman®, Harley-Davidson®, Patagonia® and Stanley®. The Company’s products are carried by leading retailers in the U.S. and globally in over 140 countries. Merrell, 9341 Courtland Drive, Rockford, Mich. 49351. Phone: (800) 789-8586; Fax: (888) 746-3329.