December 2, 1999 – Carlsbad, California – Generator Distribution Co; Ltd. Announced plans today to launch snowboarding boots under the TWIST brand name for the 2000/2001 season. The boot launch will represent a full commitment to the category offering three different liner and outsole technologies. The boot line is designed to satisfy a broad spectrum of riders’ ability levels and desired performance criteria. The Twist boot product position will mirror that of the Twist snowboard apparel. That is, to deliver long retail margin progressive products at a tremendous price/value ratio supported with full brand marketing.
This announcement comes only a few months after the appointment of Cec Annett (formerly of Airwalk) as vice president of Generator. Cec commented, “The retailer response and sell through performance of the Twist apparel this season confirms to us that the industry is embracing this brand. The addition of boots with the same brand position and quality of product is a natural brand extension and an integral part of our future growth plans.” John West, Director of Sales and Marketing, added, “The early presentations have proven that the product we have developed will rival boots at twice the price.
The Twist boots will be formally launched December 15, when Twist reps hit the streets. The marketing campaign is to begin shortly thereafter, which will include print advertising, website, event sponsorship, team riders, direct mail, collateral material, and in-store POP.
Generator Distribution Company Ltd., Founded in 1988, is a designer and marketer of highly technical snowboard apparel, streetwear and accessories. “Swag” was launched as one of the industry’s first technical snowboard specific apparel accessory brands. In 1993 Generator introduced “Prom” as a womens’ specific apparel and streetwear brand. Generator acquired the “Twist” brand in 1998 and is currently marketing it as the progressive alternative to entry price point snowboard apparel brands. For more information call (800) 900-SWAG or look us up at www.swag.com.