From New Yorker cartoons to Hollywood westerns, the typical victim of Death Valley's torrid heat is depicted as a tattered straggler begging for water. Starting July 23, The Coleman Company, Inc., makers of one of the world's most insulating coolers, is betting the 90 competitors in a California desert footrace will be yearning for ice cream bars as well.
Coleman is the official cooler sponsor of the Badwater Ultramarathon, arguably the toughest footrace in the world: 135 miles uphill and down, nonstop, from North America's lowest point in Death Valley, to the end of the road on Mount Whitney, the highest point in the lower 48.
A ColemanÂ® 82-Quart UltimateÂ® XtremeÂ® Wheeled Cooler will be provided to each team for protecting water and food from the extreme Death Valley heat.
But to truly demonstrate the insulating power of these high performance coolers, Coleman will deliver hundreds of ice cream bars to competitors and their crews during the race, which begins at dawn on July 23, and ends on Mount Whitney 60 hours later, sometime July 25. It is expected that the winner of the Badwater Ultramarathon will finish in 24 to 28 hours. The average finishing time is approximately 48 hours, while the time limit to be an official Badwater finisher is 60 hours.
Coleman sent its new ExponentÂ® performance gear to the top of Mount Everest last May to prove how well it worked, so this latest demonstration involving coolers and ice cream deliveries in Death Valley is not taken lightly. The company devoted a week of testing in their 130-degree Fahrenheit environmentally controlled test chamber at company headquarters in Wichita, Kan., to make sure it had the combination of dry ice and chocolate-covered ice cream bars just right.
Overseeing the ice cream demonstration will be first-time competitor Martin E. Franklin, chairman and CEO of Coleman's parent company, Jarden Corporation. The 42-year-old executive from Aspen, Colo., has raised pledges worth more than $300,000 in support of the Wounded Warrior Project, a non-profit organization dedicated to assisting the newest generation of injured service men and women (www.woundedwarriorproject.org). See separate release for more information.
Coleman officials consider Death Valley a fitting locale to demonstrate its most insulated, highest performing cooler. When word spreads that ice cream was served in the desert from Coleman Ultimate Xtreme Coolers packed days before, the company believes consumers will have no doubt it will perform for them at campsites, beaches, tailgate parties, sporting events, and any other gatherings where the company's coolers are used.
The Coleman Company, Inc. is an international leader in the innovation and marketing of outdoor products, including its legendary lanterns, as well as stoves, tents, sleeping bags, backpacks, coolers, furniture and grills. Its products are sold and used all over the world. Coleman embraces its leadership role as an advocate for the outdoors, contributing to outdoor causes and inspiring people to get outside. Founded in 1900 and based in Wichita, Kan., Coleman is a wholly owned subsidiary of Jarden Corporation, and can be found online at www.coleman.com. Consumers can contact Coleman by phone at 800-835-3278 or by e-mail at email@example.com.
Note to media: Electronic images of the cooler are available upon request. Coleman also maintains a newsroom with downloadable news releases and photos at www.coleman.com/newsroom.
To request media credentials or for further race information, contact Chris Kostman, race director, at 818-597-9008 or firstname.lastname@example.org. For the duration of the race, fans can follow the competition through a live Webcast produced by AdventureCORPS and hosted at www.badwater.com.
ColemanÂ®, UltimateÂ®, XtremeÂ® and ExponentÂ® are registered trademarks of The Coleman Company, Inc.
Jarden Corporation is a leading provider of niche consumer products used in and around the home. Jarden operates in three primary business segments through a number of well recognized brands, including: Branded Consumables: BallÂ®, BeeÂ®, BicycleÂ®, CrawfordÂ®, DiamondÂ®, First AlertÂ®, ForsterÂ®, HoyleÂ®, JavaLogÂ®, KerrÂ®, LehighÂ®, Leslie-LockeÂ®, Loew- CornellÂ® and Pine MountainÂ®; Consumer Solutions: BionaireÂ®, Crock- PotÂ®, FoodSaverÂ®, HarmonyÂ®, Health o meterÂ®, HolmesÂ®, Mr. CoffeeÂ®, OsterÂ®, PattonÂ®, RivalÂ®, Seal-a-MealÂ®, SunbeamÂ®, VillaWareÂ® and White Mountainâ„¢; and Outdoor Solutions: Abu GarciaÂ®, BerkleyÂ®, CampingazÂ®, ColemanÂ®, FenwickÂ®, GulpÂ®, MitchellÂ®, StrenÂ® and TrileneÂ®. Headquartered in Rye, N.Y., Jarden has over 20,000 employees worldwide. For more information, please visit www.jarden.com.