Easley, S.C. – To core paddlers, Adventure Technology’s (AT) whitewater-inspired paddles are easily recognized by their woven carbon and fiberglass shaft. By feel, it’s the ergonomic design driven by the perfect blend of “form meets function” attention to aesthetic detail and high quality materials. And when it really matters, a kayaker knows an AT paddle by the kind of responsiveness and performance that delivers an extra boost in speed or energy. Altogether, it’s the confidence of knowing that every Adventure Technology paddle is built with a passion that has always identified the brand.
For 2011, Adventure Technology is continuing to push the bounds of technology and design, while revitalizing marketing support to drive sales at retail. With a new look and feel to the brand, new product, and game-changing innovation, AT is ramping up its presence for consumers and its return potential for specialty dealers.
A key component of the plan is the newly revamped website, www.atpaddle.com, immersing consumers in the newly defined brand and offering a number of enhancements to improve the consumer’s experience. For example, an interactive paddle selector with its side-by-side comparison feature helps consumers understand how the product line can best meet their paddling needs and gives them a manageable set of choices to consider before they visit their local specialty dealer. Additionally, the new AT pro team now has a presence online with individual profiles and highlights as they attend events around the country.
“For retailers and consumers alike, we have enhanced our online paddling resources to create a full experience - both informative and inspirational,” said Craig Ray, manager of marketing communications at Confluence Watersports.
This increase in marketing focus and support was planned in conjunction with the hiring of a dedicated sales and marketing manager, Lila Thomas. Thomas works directly with the sales team to ensure that retail partners have the product information and support tools needed to capitalize on the momentum of the brand. An avid paddler herself, she will ensure a strong AT presence at consumer events and trade shows.
“Adventure Technology has an amazing level of loyalty from core paddlers because our quality and performance are unparalleled,” said Thomas. “By increasing our marketing support and refreshing the brand look and feel, we are giving our retail partners every support tool they need to grow the significant profit potential of high quality paddles,” she added.
While all of the new marketing measures combine to keep the brand a top retail performer for the industry, Adventure Technology is ultimately all about the product. And the new line-up for 2011 delivers the legendary AT quality, performance and ergonomic feel. A patent-pending new ferrule system, the Synapse (with SmartSet Technology), is a game-changer for the touring market. Sleek, effective and ingenious, this ferrule will be available on all Adventure Technology touring paddles.
New to the whitewater line is the AT2 Superduty, the ultimate in durability and performance for any paddler who expects the most from their gear, every day and over time. The AT2 Superduty is available now at specialty retailers nationwide.
About Adventure Technology:
In 1993, an idea for the first, whitewater-specific, ergonomic paddle was borne. That idea grew into Adventure Technology (AT), a paddle maker who doesn’t seek to “balance” adventure with technology, but rather seeks to push both concepts to the outer limits. Adventure Technology now delivers premium whitewater and touring paddles known for excellence in design, craftsmanship, and innovation in ergonomic comfort. www.atpaddle.com
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