Nathan Performance Gear Introduces First-of-its-Kind Emergency ID Band

(SHARON HILL, Pa.) – Nathan Performance Gear, the world leader in innovative hydration, reflective, and performance gear and accessories, today announced plans for the launch of Nathan VITAband, a first-of-its-kind identification band that combines the benefits of electronic emergency contact information and medical records with the convenience of contactless payment technology.

As part of a long-term partnership with the developers of VITAband, Nathan will become the exclusive running and fitness accessory distributor of the identification and contactless payment system, which will hit retailers including Dick’s Sporting Goods, The Sports Authority, REI, City Sports, and independent specialty retailers on Oct. 21.

The band provides access to money via a prepaid debit chip, a feature that distinguishes Nathan VITAband from any other performance accessory product on the market, says Bridgit Lombard, EVP of sales and strategy for Nathan.

“Every athlete stashes cash or a card somewhere for that well-deserved drink, snack, or let’s get real – beer – after a long run or ride,” says Lombard. “This is the easiest, most secure way to stay safe and have money when you need it.

“This is just the first of many products that demonstrates our dedication to innovating with purpose,” Lombard continues. “Simply put, Nathan VITAband rocks.”

“VITA is ecstatic to partner with a first-in-class company like Nathan, who shares the same commitment we do in bringing innovative ideas and products to market,” says Jason Brown, cofounder and president of VITA Products, Inc.

Stylish, durable, and waterproof, Nathan VITAband is designed to withstand extreme conditions, making it perfect for athletes of all levels, focuses, and abilities. A unique identification number, printed directly on the band, will work as a link to an online, fully-customizable emergency response profile (ERP). In an emergency, first responders, who are trained to look for medical ID bands, will access this profile by calling the 1-866-number printed directly on the back.

Accessible and updateable 24-hours a day, 365-days a year, the ERP will house the user’s name, emergency contact information, drug allergies, medical conditions, insurance information, and
any additional pertinent information. The profile is maintained through an annual subscription.

The optional, contactless payment feature is activated during the creation of the ERP. After activation, the user receives the prepaid debit chip, which fits securely into the band, in the mail.

This chip can be used wherever contactless payment is enabled, a technology currently accepted at thousands of retail locations nationwide, including gas stations and convenience stores.

Nathan VITAband will retail for $20 and will come in two sizes with five color options. A one-year subscription will cost $19.95, and a two-year subscription will cost $34.95. Nathan VITAband will be offered in kid-friendly sizes in early 2012.

For more information, contact Ellen Cassidy at ecassidy@penguinbrands.com or visit www.NathanSports.com.