Press Releases

SUGOI Expands Brand Champion Program

Vancouver, BC – SUGOI Performance Apparel, a division of Dorel Industries Inc., (TSX: DII.B, DII.A) is pleased to expand its Brand Champion Program for North American athletes in 2009.

SUGOI’s Brand Champion program supports and encourages outstanding individuals with motivating attitudes who choose to stand out from the average athlete. Currently, there are just over 450 Brand Champions, and SUGOI hopes to see the program grow to 900 by the end of 2009. All levels of athletes are welcome to apply, regardless of age or preferred sport.

SUGOI president Stan Mavis said, “SUGOI is pleased to honor our modern day champions via this program. The program supports and encourages outstanding people who differ from your average athlete – those who set themselves apart from other athletes by their passion and commitment to push themselves to inspire others and totally represent a health, wellness and fitness lifestyle every day.”

The main criterion for inclusion to the program is not always the people who are the fastest in the competition; it is the person who inspires others by chasing their own personal bests. Many SUGOI Brand Champions are podium finishers in major international events; but a majority are everyday athletes whose personal bests come in different forms other than winning. All athletes are successful at what is important to SUGOI: the ability to be inspirational and to make a difference in the way people chose to live their lives.

All Brand Champion athletes are given the opportunity to blog about their training, inspirations, and accomplishments through the SUGOI website.

In addition to the online support community, athletes receive access to special-edition product for both training and racing, along with applicable discounts. The current limited-edition apparel collection features the northwest aboriginal artwork of David Franklin and reflects the Company’s Vancouver origin. The prominent Thunderbird in the design is an aboriginal symbol of power – showing strength and determination.

Lucy Praught, a 29-year-old athlete from British Columbia, has a story that embodies the essence of a Brand Champion. Praught says, “I applied to SUGOI because I believed in their story. I used to be the wife that stood on the side of the road handing out water bottles. At 260 pounds, I decided I wanted to become a life participant instead of a spectator. Now over 100 pounds lighter and the owner of a bike shop, I wanted to share with others that we are all capable of incredible results — not just elite athletes.”

Currently one must be a Canadian or US citizen to apply for SUGOI’s Brand Champion Program, but the plan is to expand into Europe for 2010. The Brand Champion Program application can be found at: or through