MODA Announces New Le Tour de France License for Headwear
(New York, NY – December 18, 2008) Le Tour de France offers a great opportunity to refresh product lines with one of the most relevant and exciting brands available at retail. HEADSWEATS, a leading manufacturer of performance and sports branded headwear has been granted the license by Amaury Sport Organization (referred to as ASO, owner and organizer of Le Tour de France) through the efforts of its licensing agency MODA International Marketing. A new line of Le Tour de France licensed headwear including technical hats, caps, visors and made from moisture-wicking materials or high-quality cotton twill will launch in Spring 2009 through bike shops, sporting good stores, mass merchants and online retailers in the US and Canada.
“Le Tour de France is the most recognized brand in cycling in the US and around the world. HEADSWEATS will take advantage of the three-week event, which this year, with the re-entry of Lance Armstrong and other very strong American cyclists, will surely capture even greater attention of American consumers. ” said Michelle Alfandari, President of MODA. She added, “HEADSWEATS will give U.S. consumers the opportunity to purchase “Official” Le Tour de France headwear while the event is happening, and also throughout the year. Le Tour de France transcends the event as a symbol of the emergence of cycling as lifestyle brand. Cycling has become more than a sport. It is a growing alternative form of transportation, a popular leisure activity, and an important tool for health and fitness.”
“Cycling is America’s number one outdoor activity and Le Tour de France is the single most recognized brand associated with cycling,” added John Fraser, MODA’s Senior Vice President.
“We couldn’t be more excited to develop headwear that represents the energy and spirit of Le Tour de France,” said Alan Romick of Headsweats as a both a fan and industry insider.
According to Frédéric Viargues, Chef de Groupe Commercial et Licences Service Marketing Operationnel, ASO, “We are pleased to have the quality product that Headsweats produces and an ability to deliver product on a timely basis to the American public.”
About Headsweats:
Headsweats is the leading manufacturer of performance Headwear for consumers worldwide. The Headsweats brand is synonymous with innovation, function, fit and quality and is sold through premium channels of distribution; specialty bike dealers, specialty running and triathlon retailers, specialty outdoor stores and specialty motorcycle dealers. Headsweats enjoys a loyal following of consumers, athletes and retailers interested in improving their athletic experience by purchasing the highest quality headwear available.
About ASO:
Amaury Sport Organisation belongs to the French press group, E.P.A (Philippe Amaury Publications), which owns the newspapers and magazine publications l’Equipe, France Football, l’Equipe Magazine, Vélo Magazine, Le Parisien and Aujourd’hui in France. The group has also developed an audio-visual branch, with the creation of l’Equipe TV, and new technologies with the web-sites www.lequipe.fr and www.leparisien.fr, to such an extent that it is today one of the key figures in the French media world.
A.S.O., created in September 1992, is specialised in the organisation of renowned sports events, such as the Tour de France, the Dakar and the Paris Marathon. Over the last few years, the company has expanded, A.S.O. having intensified its activities in the domain of cycling and taken up new disciplines, such as golf and equestrian sports.
Behind the range of internationally renowned and recognised events, Amaury Sport Organisation is focused on a precise goal : the design and management of spectacular top flight competitions respecting the sporting code of values and ethics, with long-term dedication.
About MODA International Marketing, Inc.
MODA International Marketing, est. 1988, is an international licensing agency that uses licensing to leverage existing assets such as trademarks, brands and patents to meet its clients’ marketing, business development and revenue goals. MODA offers its broad client base customized strategic planning, implementation and management of turnkey licensing programs.
For over 20 Years, MODA has distinguished itself by identifying and implementing opportunities, generating incremental revenue; strengthening and extending our clients brands and technologies throughout the global marketplace.
For more information about MODA International Marketing, Inc., please visit www.modaintl.com.
