Portland, Oregon (January 7, 2014) –
Hi-Tec Sports, the global sports and
outdoor company, is launching a new
storytelling campaign for 2014 that
highlights its revolutionary Big-Fit System
—a volume ajusting technology— which
allows its kids’ shoes to grow with its
wearers.
“The Evergrowing Monster is a fun,
light-hearted campaign that tells the Big-
Fit System story in a way that engages
kids and retailers alike,” said Ed van
Wezel, Global CEO of Hi-Tec Sports. “As
a family business, kids are close to our
hearts and daily lives, and we are excited
show off that fun side of our brand.”

To bring the Big-Fit System to life, Hi-Tec commissined a Disney illustrator —whose background
includes illustrating for Disney for 15 years, plus Radio Times, Longmans, Anglia Young Books
and Penny Publishing—to create a character based on an often-used, playful description
of kids: “little monsters.” The resulting character, the Evergrowing Monster, will be featured
throughout this robust in-store and digital marketing campaign, which includes point-of-sale
materials, an in-store shoe sizing mat, consumer brochures and online material.

The Evergrowing Monster is also the star of the children’s storybook written and published by
Hi-Tec for its young customers, The Evergrowing Monster with His Evergrowing Shoes, which tells
the tale of a monster who can’t keep up with his growing body.
“We are delighted with our illustrator’s creation. The Evergrowing Monster is playful and highly
appealing, and embodies the spirit of our company,” said Ian Little, USA Marketing Manager
at Hi-Tec Sports. “We are excited to introduce him to our retailers and young customers in
2014, and look forward to phase two of the Evergrowing Monster campaign, which will see
the characters and story evolve onto the digital screen.”
The Big-Fit System is based on a removable
contoured insole that provides volume
adjustability. When new, the child keeps the
detachable green insole in the shoes. As the
child’s feet grow, the insole can be removed
to increase the shoe size by approximately a
half size. This technology, unique to the Hi-Tec
brand, is featured in all kids’ hiking boots and
multi-sport shoes. Noted van Wezel, “As parents
ourselves, we know that it’s challenging
to keep up with growing kids. The average life
span of a kid’s shoe is just six months. Thanks to
the Big-Fit System, our shoes last longer, saving
parentsboth time and money.”
About Hi-Tec Sports
Founded in 1974 by company Chairman Frank van Wezel, and with annual sales exceeding
$250 million, Hi-Tec created the lightweight-hiking category with the introduction of the Sierra
Sneaker and Sierra Lite hiking boot. Today, Hi-Tec remains true to its heritage, offering technical
footwear and apparel for outdoor adventure. With over three decades of product and
performance technology innovation, Hi-Tec is committed to making rugged, durable products
for work, trails and life, authentically inspired by the real outdoor experience.
Hi-Tec Sports USA is a subsidiary of Hi-Tec Sports, PLC, Amsterdam, Holland. Hi-Tec products are
sold in over 70 countries worldwide. For more information, visit www.Hi-Tec.com and follow us
on facebook.com/hitecusa and twitter/hitecusa.