180s has named Lester Lee, a veteran of consumer brands including Philips, Pacific Bell Wireless, Rayovac and Remington with over 20 years of management expertise, as CEO. The apparel and accessories provider also announced a re-launch of the brand.
The relaunch and hiring follows a significant increase its investment in product development with the first result being the launch of QuantumCool at this year’s Outdoor Retailer Summer Market in Salt Lake City this August. In addition, the company has revamped its sales strategy to nurture and grow its account base with retail channels that service this level of athlete.
“180s has always been about innovation and technology,” said Lee. “We are now going to concentrate our product development on providing solutions for committed athletes who demand the highest level of performance throughout the year. Our sales strategy will be intimately focused on retailers that appeal to this active consumer. To make this happen, we are expanding our product development process and bringing in talent with proven expertise. This expansion represents a significant investment in our future. This is a new 180s with a renewed vision and purpose.”
180s QuantumCool line focuses on athletes specific performance needs, addressing three warm weather challenges, including overheating, exposure to sun, and decreased performance. The technology is activated as soon as the user begins to sweat.
Its cooling effect is maximized by focused coverage at pulse points throughout the body, decreasing skin temperature by up to three percent to help maintain an athlete’s desired performance level in hot and humid weather. The 180s QuantumCool line includes Compression Arm and Calf Sleeves and a variety of Head and Sweat Bands to complement the cooling compression sleeves.
180s has hired Amy Tankersley, with over 15 years of product development and marketing expertise, to lead its product development process. She has worked at global brands including Reebok and Under Armour. Tankersley is building a product team that is following a timeline designed to produce new technologies at least once a year. 180s expects to double their design/development department by 2012.
“Our consumer testing validated the direction of QuantumCool,” said Tankersley. “Our retailers are just as enthusiastic and we are seeing strong orders coming in indicating that we have found a sweet spot. We are also seeing that athletes and outdoor devotees are demanding more from their apparel and accessories, which they now view as gear. This marketplace is becoming much more competitive, which means more consumer choices. We want 180s to be their first choice and are working extremely hard to exceed their expectations.”
Baltimore-based 180s introduced the original behind-the-head ear warmers in 1995. Since then, the company has branched into gloves, apparel and accessories for an active lifestyle.
