NEWRY, Me. and BEAVERTON, Ore. – American SkiingCompany (NYSE: SKI) and Nike (NYSE: NKE) All Conditions Gear (ACG) todayannounced a five-year retail and marketing partnership that will result insignificant brand exposure and increased awareness among both companies’target consumers.
Through this partnership, Nike ACG will become the official outdoor apparelsupplier to American Skiing Company’s resort personnel. Additionally,American Skiing Company’s retail division will become an official retaillicensee and operator of Nike ACG-branded stores and concept shops. Thelargest operator of alpine ski and snowboard resorts in the United States,American Skiing Company posts more than 5 million skier visits across its 9resorts annually, representing approximately 10 percent of the nation’stotal skier visits.
The partnership will bring one of the world’s most recognized brands toAmerican Skiing Company’s operations and greatly expands the availabilityof Nike ACG products to mountain enthusiasts nationwide. During theupcoming season, American Skiing Company will open the first stand-aloneNike ACG retail store in the Forum area of the resort village at TheCanyons in Utah. Additionally, American Skiing Company plans to openseveral Nike ACG “shop in shops” (stores within a store) at resortsincluding Mount Snow and Killington in Vermont and Steamboat, Colorado.
“This is a remarkable program, in that it offers opportunities to all ofour resorts and touches core segments of our operations,” said Dana Bullen,vice president/partnership marketing for American Skiing Company. “Thisagreement enables us to sell Nike ACG products that are perfectly targetedto the active, performance-oriented clientele that visit our resorts. Inreturn, we’ll benefit from the marketing reach of the world’s leadingsports equipment company and gain exposure for our resorts and programs.”
In addition to serving American Skiing Company’s retail operations, NikeACG apparel will be seen in action meeting the extreme technicalrequirements of American Skiing Company’s resort personnel. Beginning inWinter 2002 and rolled out over three years, Nike ACG uniforms will be wornexclusively by more than 5,000 employees at all nine American SkiingCompany resorts, including Perfect Turn® ski and snowboard professionals,ski patrollers, lift attendants and resort ambassadors.
“From the resort ski patrols to the “Perfect Turn” ski and snowboardinstructors, Nike ACG apparel will be worn under the toughest ofconditions, on the best of riders, all year round, really proving its placein the outdoor sports market,” said Bobbie Parisi, marketing director forNike ACG. “We’re thrilled to be establishing such a strong retail presenceat some of America’s finest resorts and are proud that our sports apparelhas been selected by an industry leader such as American Skiing Company.”
Headquartered in Newry, Maine, American Skiing Company, founded by LeslieB. Otten, is the largest operator of alpine ski, snowboard and golf resortsin the United States. Its resorts include Steamboat in Colorado;Killington, Mount Snow and Sugarbush in Vermont; Sunday River andSugarloaf/USA in Maine; Attitash Bear Peak in New Hampshire; The Canyons inUtah; and Heavenly in California/Nevada. More information is available onthe company’s website at www.peaks.com.
Nike ACG is a Division of NIKE Inc., based in Beaverton, Oregon. Nike ACGtakes Nike to the outdoors with the creation of outdoor athletic footwearand apparel infused with the flavor and attitude of the outdoor athlete.Nike ACG Performance products focus on mountain biking, snowboarding, watersports, trail running and outdoor cross training. For additionalinformation about Nike ACG, its products and business practices, visitnike.com.