Excitement Builds for Athletic DNA Launch
July 2, 2009
Focused on Superior Product, Unique Athlete Owned Business Model and Dedication to Grassroots
Bellevue, Washington (Athletic DNA), July 2, 2009 – More than a year in development, Athletic DNA plans to make product available to the public today. The high performance apparel line, previously available only to pros and sponsored athletes, will be on sale at athleticdna.com.
“Athletic DNA is designed specifically for competitive tennis players,” said Athletic DNA CEO Dan Willman. “Each product was tested by pros in the harshest of conditions. Nothing like playing on Center Court at Wimbledon against Andy Murray (as Robert Kendrick did last week) to know whether you‟re really going to stay cool and dry,” he said.
Athletic DNA‟s release line utilizes the latest in textile technology. Their “Helix Tech” is ultra comfortable and lightweight, anti-odor/bacterial, performance cut for maximum range of motion, and offers UV protection and rapid dry moisture management. “The pros keep commenting on the lightweight feel,” Mike Calkins, Director of Player Relations, said. “Players can‟t wait to get their hands on it!”
However, superior product is just one part of the story for this new apparel company. Athletic DNA‟s unique „athlete-owned‟ business model is creating a stir in the industry. Athletic DNA is the only company in tennis where local influential coaches, academies and touring professionals can own a part of the company they represent.
The athlete-owned company gives equity share to professional athletes and coaches. According to Sales and Sponsorship Manager, Evan Zeder, the phone has been ringing off the hook with players, agencies, and aspiring juniors wanting to be part of the innovative start-up. “They respect that we‟re a grassroots company founded and owned by players and coaches,” he said.
Peter Smith, 2009 NCAA Champion coach, and well-known fitness trainer Paul Pisani are the latest to become equity owners in the company. “These guys see the potential in what we‟re doing and share our passion for the sport,” Zeder said. They join a long list of professional and junior players involved in the Athletic DNA brand. Athletic DNA touring pros include Robert Kendrick, Peter Luczak, and Ryler De Heart. Its board of advisors boasts Jim Baugh, former CEO of Wilson, and a host of tennis insiders. “Everyone is really excited about the launch,” Zeder said.
No one will be more excited about the launch than the loyal junior following the brand has quickly built up. Athletic DNA is clearly committed to the grassroots of the sport. Zeder can often be found courtside at junior tournaments throughout the country. The company‟s sponsorship program, ADNA Select, is extensive and recognizes athletes whose rankings and results demonstrate hard work and dedication. “We‟re looking for true competitors who can take their game to the next level,” Zeder confirmed.
Athletic DNA‟s launch line includes performance T‟s, training T‟s, long sleeve shirts, shorts, socks and hats. It is available at athleticdna.com.