Wolverine Becomes Apparel Sponsor of Yakima's Field Marketing Program
Wolverine Signs on as Official Apparel Sponsor of Yakima's National Field Marketing Program Beginning This Month Grassroots program will travel to over 400 Retail Venues in the U.S.
Get access to everything we publish when you sign up for Outside+.
BEAVERTON, ORE. (April 3, 2007) â€“ Yakima, an innovator in vehicle rack solutions for boats, bikes, winter sports gear, home storage and cargo options, today announced its partnership with WolverineÂ® footwear and apparel (www.wolverine.com) as the official apparel sponsor of Yakima’s 2007 Road Warrior Tour, the company’s grassroots field marketing program. Road Warrior staff will wear Wolverine apparel at over 400 retail venues and at 65 pre-qualified consumer events beginning this month through December 2007.
â€œIt is a privilege to partner with Wolverine, a respected brand with a rich heritage, said Mike Steck, senior director of marketing for Yakima. â€œWolverine represents the tradition of quality, hard work and commitment and is especially known for its comfort and durability, essential ingredients to Yakima’s Road Warriors.â€
Yakima’s Road Warrior Program is designed to educate consumer and retailers about Yakima’s products and to engage consumers first hand in product demonstrations. This year, the Road Warrior program is becoming 100 percent carbon neutral as part of Yakima’s company-wide initiative, â€œPlanet Payback.â€ (www.yakimapayback.com). In addition, Subaru will return as the presenting sponsor of the 2007 Road Warrior Tour and Kona bicycle company has signed on for its first year as the official product sponsor.
â€œOur partners help to expand the consumer reach and bring added value to the Road Warrior program,â€ said Joel Grabenstein, field marketing manager for Yakima. â€œThe Road Warrior program has been significant in aligning Yakima with core channel partnerships.â€
“Wolverine and Yakima are brands whose consumers lead active, full-out lives, and we are truly excited to be sharing the spotlight with Yakima on this year’s Road Warrior tour,” said Christina Vernon, marketing manager for Wolverine. “This grassroots initiative gives Wolverine an opportunity to share its rugged apparel and footwear alongside Yakima’s functional and durable product line. We appreciate the opportunity to participate in the great lineup of events in 2007.”
For more information on Yakima’s Road Warrior Program visit: www.yakima.com/roadwarrior.
Yakima is a world leader in the design and manufacture of destination hardware and gear management solutions. Yakima’s products include: vehicle racks for bikes, boats, ski equipment and gear; a line of cargo boxes and bags for a variety of needs; and Ground Control, an integrated gear management system for the home. Yakima Products is headquartered in Beaverton, Oregon. For more information, visit www.yakima.com.
The Wolverine brand is part of the Wolverine Footwear Group, a division of Wolverine World Wide Inc. (NYSE: WWW), manufacturers and marketers of branded and licensed footwear and performance leathers. Wolverine offers a wide range of footwear, apparel and gear in the work, outdoor sport and rugged casual categories. Patented footwear technology systems for guaranteed comfort and performance include Wolverine MultiShoxÃ¤, Wolverine DuraShocksÃ¢, Wolverine CompressorÃ¤, Wolverine DuraShocksÃ¢ SR, and Wolverine FusionÃ¤.