All American Trail Running Association Partners
with The Mountain AthleticsÔ by Timberland Brand
Colorado Springs, Colo., August 8, 2000 – The All American Trail Running Association (AATRA), the nation’s leading central resource for the sport of trail and mountain running, announced today that is has signed on with the Mountain AthleticsÔ by Timberland brand. Launched in 1999 by The Timberland Company, Mountain AthleticsÔ is a new brand of technical, performance footwear, apparel and gear dedicated to the specialized needs of outdoor athletes -- the fastest growing segment of the outdoor recreation market.
The partnership is designed to help raise the overall profile of the sport of trail running, while providing both AATRA and the Mountain AthleticsÔ by Timberland brand with valuable exposure to trail running enthusiasts nationwide. Key elements of the partnership include:
In addition, AATRA will serve as a valuable resource in identifying leading athletes for wear testing and product development programs, and developing content for both Mountain AthleticsÔ Magazine and www.mountainathletics.com.
"Our partnership with AATRA is a major component of our grassroots marketing strategy, as we look to gain visibility for this new brand among trail running enthusiasts," said Erik Burbank, director of brand marketing for the Mountain AthleticsÔ by Timberland brand. "We’re committed to developing superior, technical performance footwear and apparel for athletes who are serious about trail running. This partnership is a great way for us to interact with these enthusiast athletes in a meaningful way, and start to build lasting relationships between them and the Mountain AthleticsÔ by Timberland brand."
"AATRA is very excited about the enthusiasm with which Timberland has embraced trail running through its Mountain AthleticsÔ by Timberland brand," said Adam Chase, president, AATRA. "They have shown a real interest in supporting not only the sport, but also the community and ‘culture’ of trail running. Beyond their dedication to manufacturing top quality trail running product, they have backed the emerging sport with promotional efforts and by providing athletes with financial assistance and incentives. With this partnership, AATRA is better able to continue in its efforts to raise trail running to the next level and expand its base, both geographically and demographically."
About AATRA
The All American Trail Running Association (AATRA) was formed with the Secretary of State, in March 1996 as a Colorado not-for-profit corporation, to serve the trail and mountain running community. AATRA’s mission is to represent and promote trail and mountain running. AATRA offers individual, club, race and corporate memberships. One of the AATRA’s primary benefits is its quarterly newsletter, Trail Times. The newsletter includes a national events calendar, thoughtful articles and timely information about the sport of trail running.
About the Mountain AthleticsÔ by Timberland Brand
The Mountain AthleticsÔ by Timberland brand is dedicated to outdoor athletes on the mountain, river and trail. Leveraging its heritage in the outdoor market, The Timberland Company launched the Mountain AthleticsÔ brand in fall of 1999, equipping outdoor athletes with a technical line of footwear, apparel, and gear designed for aggressive outdoor athletic pursuits. Product categories include trail running, multi-sport (such as mountain biking, fastpacking, scrambling and bouldering) and water sports.
The footwear is lightweight and flexible, while also incorporating the support and stability needed for optimal performance on varied outdoor terrain. The apparel collection provides athletes with advanced technical fabrics and features to help sustain an aggressive pace and meet the physical challenges faced while enduring the elements.
The Timberland Company, headquartered in Stratham, N.H. designs, engineers, markets, distributes and sells premium-quality footwear, apparel and accessories for men, women and children who value the outdoors and their time in it. TimberlandÒ products are sold in the U.S. and internationally through specialty and better-grade department stores, in addition to its own retail locations. Shares of Timberland's Class A Common Stock are traded publicly on the New York Stock Exchange under the symbol TBL.