Industry: News
TOETOE appoints Boom! A
UK leading manufacturer of innovative hosiery has appointed consumer brand and entertainment specialists Boom! with a consumer and B2B PR brief to build the profile of its market leading brand TOETOE.
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TOETOE has been one the UK’s leading manufacturer of toe socks since 1999, and the company is seeking to capitalise on the upsurge in consumer interest in toe-separated footwear. Toe socks are socks that have been manufactured with individual ‘toe pockets’ for each toe, like a glove. Boom! will focus on building awareness of the benefits of toe separation in footwear outside the yoga and Pilates communities, where TOETOE’s sustainable produced cotton toe socks have become established as the market leader. “Our innovative products can benefit feet during everyday use as well as during sporting activities. Wearing TOETOE helps prevent skin abrasion and blisters, improve foot hygiene, provide warmth through increased toe circulation and research shows can improve body posture and balance” said Sinan Yilmaz, CEO of TOETOE. ”We’re looking forward to taking our message to a wider audience and Boom! are the right agency to help us do that”.
“Barefoot running is one of the fastest growing
Leading Brands Back BETA International
B
ig names are backing BETA International with leading equestrian brands TopSpec and Caldene signing up to sponsor the trade fair for another year.
TopSpec, trusted and respected for its high- quality range of equine balancers and feeds, is to sponsor the Coffee Shop for a fourth consecutive year while Caldene, famed for its stylish equestrian clothing, will lend its name to the visitor carrier bags for the eighth time. They will join Virbac Animal Health, which returns as main sponsor for the 2013 show.
“These companies have been great supporters of the trade fair for many years and I am extremely pleased that they have decided to continue their sponsorship,” said Claire Thomas, commercial manager of EMC, organiser of BETA International. “They are each household names, enjoying an enviable reputation for their quality products and service, and we are very proud to be associated with them.”
BETA International is the leading trade fair for the equestrian, pet products and country clothing markets. The 2013 show will take place at the NEC, Birmingham, from 17 to 19 February.
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www.sgboutdoor.co.uk
fitness trends in the UK, and exercising with toe- separated socks is no longer the preserve of elite athletes. To date there has been relatively little innovation in this sector and we’re looking forward to highlighting how everyone can benefit from wearing TOETOE’s whether for everyday use or down their local gym.” said Justin Crosby, Boom!’s Founder.
The agency will focus on media relations with national and specialist consumer sports titles and seek to leverage TOETOE’s brand ambassadors who include leading UK ultra-marathon runners, podiatrists and bio mechanists. Boom! will also support the company’s drive to increase its retail presence by raising its profile in trade publication.
Lowe Alpine’s UK distribution of Asolo to end
L
owe Alpine and Asolo have reached a mutual agreement that the current distribution contract for Asolo footwear in the UK will not be renewed when it expires at the end of December 2012. Both parties have reached this decision mutually and amicably, in recognition that their paths will diverge for the future. Lowe Alpine, which was recently acquired by Equip Outdoor Technology Holdings, wishes to concentrate on the development of its Packs and Clothing business and Asolo Spa intends to focus on its footwear business going forward.
The current distribution agreement between the companies will continue unaffected through to the end of 2012. However, Asolo Spa plans to finalise its new distribution for the UK in the coming weeks and has appointed David Udberg (former MD of Lowe Alpine UK Ltd) on a consultancy basis to advise them through this process. David will work with both Asolo and Lowe Alpine to effect a smooth transition over the coming months. Asolo Spa is open to hear from any well- established UK distributors who have a strong interest in representing Asolo, one of the world's highest quality footwear brands.
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