Cathe Fitness Equipment and Accessories

altus_logoDuring the road trip we announced to everyone that we have signed a long-term license and partnership agreement with Altus Athletic to launch a line of Cathe branded fitness equipment accessories that will start to appear in stores in Spring of 2008. The official “edited” press release is listed below.

Altus Press release:

Altus Athletic™ will launch a new branding and product strategy. Altus Athletic has recently signed a long-term license and partnership agreement with Cathe, the leading innovator of the home exercise video industry. As part of this integrated marketing strategy Altus Athletic and Cathe will co-brand a line of Fitness by Cathe home exercise accessories that will be launched in the spring 2008.

Keith Johnson, the President of Altus Athletic said, “The new Cathe brand asset is based on the Altus Athletic brand ethos of Be Fit, Look Fit™. Cathe represents to her core and loyal following the same basic fitness principles of the Altus Athletic brand: fitness, strength, dedication, individuality, and hard work precedes success – which collectively define the Altus Athletic brand. Cathe branding makes sense, the core values of Altus Athletic brand are based on healthy, active lifestyles. Cathe IS the face of female fitness today. Market research supports that 80% of all fitness accessory purchases are bought by females. We feel our long-term deal with Cathe will provide and ensure excellent quality product selections offered to this core consumer.”

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