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GoLite Leans on HUK Founder to Reinvent and Reignite |
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Relaunched GoLite brand marries elite, lightweight performance with environmental sustainability…and offers HUGE Industry Discount |
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HYDES, Md. (August 21, 2020) – As technologies improve and new manufacturing processes are developed, fitness gear is becoming lighter, stronger and filled with new features that improve performance. Whether you’re a cyclist, an adventure trekker, kayaker, runner or yogi, your clothing is more than a frock to cover the body; it’s an essential piece of equipment, and every ounce matters. Ideally, it must wick, move, cool and compress, provide sun protection and control odor – all while remaining comfortable and looking great. That’s a tall order for any piece of clothing. GoLite’s earth-friendly products rise to the challenge by merging new levels of outdoor performance and athletic functionality with a focus on recycled materials. |
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Each piece of GoLite gear is designed to be as light as possible without sacrifice to sustainability and performance. Recycled fibers, eco-friendly finishes and earth-friendly dying and printing techniques are utilized, while high-performance stretch fabrics and ergonomic fit work together to ensure comfort and mobility. All GoLite apparel products are designed to complement one another in endless layering combinations that support a wide range of activities in any climate. Led by outdoor apparel and marketing veteran, Ben Verner, Critical Mass Brands began working on a relaunch of the customer-acclaimed but underrecognized GoLite brand on July 1, 2020. “After involving GoLite customers in an in-depth assessment, our team saw a great opportunity to take the company back to its roots—making lightest-in-class, environmentally conscious gear for the backcountry,” Verner says. “We’ll give it an updated look and feel with exciting new direction and vision guided by the passions of GoLite users,” he adds, “while striving to be the lightest products of their kind in the world.” Thru-hikers, mountaineering enthusiasts, athletes and outdoor adventurers of all types should rejoice over the rebirth of the GoLite brand. A fresh new look to golite.com launches the week of August 17, 2020. |
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“GoLite came to Critical Mass Brands with uncommon products and common problems,” Verner reveals. “The brand’s line of technical active performance apparel and outdoor gear is sustainably sourced and environmentally friendly, superbly-engineered and constructed, and extremely lightweight. But they have been trying to win in a rigged game,” he continues, alluding to the challenges that come from competing for voice, distribution and ultimately sales in traditional channels that favor large, established brands. Verner and Critical Mass Brands are helping GoLite get back to its roots, while reaching new customers and increasing market share in non-traditional ways. The GoLite ReGreen Windshell is one example of the company’s commitment to delivering gear that performs at the highest levels while minimizing its environmental footprint. Winner of aBackpacker® Editors’ Choice Green Award and an Outdoor Industry Innovation Award for sustainability, the GoLite ReGreen Windshell leverages 100% recycled polyester reclaimed from green plastic bottles. This cuts total embodied energy (the amount of energy required to manufacture the garment) by 50%. Similarly, by not dying the fabric, water consumption necessary for manufacturing is reduced by up to 80%. |
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“A single person can easily go through 20 plastic bottles a month. That’s how many green bottles it takes to make the GoLite Regreen Windshell,” Verner says. “Active people will quickly realize that they can enjoy the benefits of lightweight, super-comfortable outletic gear that performs at the highest levels, while also respecting the environment we’re all so passionate about. Our simple goal is to have everyone try our recycled clothing.” Verner’s “simple goal” is more than standard press release fodder. He’s offering members of the outdoors trade and active media below wholesale pricing on GoLite products now until August 31, making it easy for industry influencers to try this exceptionally light, breathable and sustainable gear. Use the code below to order, wear the gear, then help spread the word. |
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OUTDOOR INDUSTRY DISCOUNT ENTER CODE GoLiteIndustry and receive better than wholesale prices! |
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ABOUT CRITICAL MASS BRANDS The confluence of perfect product, brand positioning, marketing, and an A+ acquisition model has typically been reserved for those who have already achieved scale or are folded into an outdoor conglomerate. However, achieving that critical mass is no longer reserved for brands with private equity partners or those who have been acquired. The Critical Mass model is simple: build a collection of authentic, complementary and adjacent brands in the outdoor market – high price and low price, shirts and shoes, backpacks & fishing rods – then leverage an elite team to build your brand with the efficiencies of a portfolio company. Our shared cost model provides incredible savings to our brands while building product, marketing, and acquisition programs to drive momentum and velocity. We extend the shared cost model to address rising customer acquisition costs, too. Our brand selection process allows us to share acquisition costs across our client base, while creating incredible sales velocity and economics for your business. Our collective size and scale allow us to access the most innovative targeting technologies available today. Learn more at criticalmassbrands.com. |
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Inquiries: Ben Verner Media Contact: Dena Vick Traditions Media |
