180s Revamps Company Focus, Largest Product Launch In Brand History

With the largest product launch in its history, its debut of performance winter apparel, 180s (www.180s.com), is setting the tone for future growth at this year’s Outdoor Retailer Winter Market.

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Chantal O'Connell, CGPR
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Expanded Design, Sales, and Marketing Teams Support Growth into Year-Round Offerings; Biggest Consumer Campaign Debuts in January

BALTIMORE, Md. (Dec 23, 2012) – With the largest product launch in its history, its debut of performance winter apparel, 180s (www.180s.com), pioneer of Tec Touch™ technology for gloves and patented Ear Warmer design, is setting the tone for future growth at this year's Outdoor Retailer Winter Market. Not only is the company introducing proprietary QuantumHeat™ thermal performance technology, but is also unveiling its largest U.S. consumer marketing campaign. In addition, 180s has bolstered its product, design and sales teams and significantly invested in its technology development for year-round product offerings targeted at performance athletes.

"180s is changing the way it does business," said Lester Lee, CEO of 180s. "We have always been about pushing innovation, but now we are taking that focus to another level and applying this to year-round products that address the performance needs of committed athletes. Expect to see more technology introductions that enable athletes to achieve their best. We have ramped up our product technology team, our sales teams and heavily invested in technology development. Lastly, our marketing initiatives this year will be our most comprehensive effort to speak directly to consumers since the company was founded.”

180s QuantumHeat uses thermal performance technology to convert body heat, moisture and natural infrared rays into thermal energy. QuantumHeat includes smart moisture management fibers that work to continuously absorb 100 percent of sweat every two seconds, as well as a technical fabric composition that delivers warmth and freedom of movement without bulk. This technology will be featured in base layers, jackets, vests, arm and leg sleeves, gloves, ear warmers, hats and socks for Fall '12.

For its consumer marketing campaign, 180s has invested significant resources that will include TV, print, and expanded online visibility, as well as experiential marketing and event sponsorships, all speaking to the outdoor athlete.

180s has added product, sales and marketing veterans: Terry Snider was named vice president of sales; Anthony Melzi is 180s' new national sales manager, and Sue Torralba is the team's new marketing manager. Snider, Melzi and Torralba will play a pivotal role in continuing to evolve 180s into a four-season company, providing solutions to athletes.

“Our strong team is what's behind 180s' continued success and will be the most critical element to our future,” continued Lee.

About 180s, LLC:
Baltimore-based 180s introduced the original behind-the-head ear warmers in 1995. Since this initial and highly successful innovation, the company has branched into performance gloves, apparel and accessories for an active lifestyle. 180s performance empowers the athlete to keep training year round no matter what the weather conditions. With technical innovation and intelligent design featuring in all of their products, 180s is committed to designing innovative products that create better solutions to solve real problems encountered by real athletes. With nearly 80 patents and patents pending, 180s products are technical, stylish and far from ordinary.