(Reporter7.com 2007-06-29) At their best, anniversaries offer a chance for celebration, reflection and rejuvenation. In 2007, Sugoi Performance Apparel is celebrating 20 years of fuelling personal bests, and inspiring confidence through incredible athletic products in a variety of ways.

New branding, a vintage poster program and anniversary parties are just part of Sugoi's 20th Anniversary Celebrations which will allow time to enjoy the achievements of the past and envision the continued growth of the Sugoi mission and idea.

The most obvious outward symbol of this occasion is Sugoi's comprehensively revamped brand identification. Working closely with Vancouver agency Rethink Communications to achieve the final design, the branding is now reflected in a wide array of new marketing expressions and emanates from the company's core values and the characteristics of its employees. It is solidly grounded, yet independent, passionate and authentic.

'The new logo reflects the brand's forward momentum,- says David Murphy, Sugoi's director of marketing, 'Supported by the custom word mark, the new brand embodies the energy, power, quality and technical innovation found in Sugoi products.-

The branding is now reflected in a wide array of new marketing expressions, all custom-created right down to a new proprietary type font. The logo is key to expressing the newly-inspired branding, according to Murphy, 'The new icon represents a stylized figure striving ahead and represents core strength emanating from within.-

Sugoi has also commissioned a series of retro posters for instore and consumer distribution. The three posters are both kinetic and classic, and by containing both the original Sugoi Bolt and new branding, they capture the movement and power of the Sugoi idea.

Finally, Sugoi will be throwing parties at EuroBike and Interbike, commemorating the occasion with specialty dealers whose unwavering support has been vital to Sugoi's growth through the years. 'We're not going to tell you yet what we're up to, but we promise that the parties are going to be worth a visit,- said Murphy.



>>
The word Sugoi is a Japanese term for 'Incredible.- For 20 years, Vancouver-based Sugoi Performance Apparel has been working diligently to make sure that their products, people, and organization live up to that name. From humble basement beginnings, Sugoi products are now used worldwide by runners, cyclists, triathletes and fitness enthusiasts who demand the best apparel available.
For more information on Sugoi, visit www.sugoi.com

About Sugoi

Started by David Hollands and Carol Prantner in Vancouver BC in the mid-80s, Sugoi began as a bike racing apparel brand. David was a road bike racer and Carol a fashion student and recreational rider. They began with a single producttechnical bike shorts to meet the demand created by sporadic and inadequate supplies of European brands.

Sugoi quickly expanded into custom sublimated team apparel and from there began to build a complete line of cycling apparel. The year-by-year expansion of the brand grew to include Triathlon and Run apparel, and the line now includes strong collections of technical lifestyle and outdoor apparel.

Sugoi's growth has been closely shaped by its Vancouver setting; where the trails, mountains and weather make sport a 365 days a year part of the lifestyle. Whether its mountain biking or yoga, Vancouver has been on the leading edge of many sport trends and this has helped Sugoi to become a recognized leader in the technical apparel market.

Over the roughly 20 years of Sugoi, the brand has established some core values, which remain to this day:
· Strong visuals, colors and fashion sense
· Outstanding women's collections
· Dependability and durability
· Innovation in design and function
· Thoughtful and functional detailing

The growth of the brand has come from building great and consistent products and delivering above and beyond service to retailers. Most marketing efforts have gone toward sponsor-and partnerships and consumer events.

Sugoi has sponsored World Champions and Olympic medalists along with some of the most compelling personalities in their respective sports. Sugoi has also been the 'clothing behind the logo- for world-class athletes who get their paycheques elsewhere but insist on our apparel.

Currently Sugoi is the official apparel supplier to Ironman North America and sponsors a number of elite cycling teams. In addition, Sugoi has presence at most of the World's major marathons including NYC, London, Chicago, Berlin and Boston.

In July 2005, Pegasus Partners, the owners of Cannondale Bicycles, bought Sugoi from the original owners and the management transition was completed January 1, 2006. With new management comes the commitment to take Sugoi's great products and brand fundamentals to a higher level with a new focus on PR and marketing.

For more information please visit www.sugoi.com