180s, known for its Tec Touch technology for gloves and patented Ear Warmer design, is launching performance winter apparel with the introduction of its proprietary QuantumHeat thermal performance technology. The Baltimore-based company is also unveiling its largest U.S. consumer marketing campaign and said it has bolstered its product, design and sales teams and significantly invested in its technology development for year-round product offerings targeted at performance athletes.
“180s is changing the way it does business,” said Lester Lee, CEO of 180s. “We have always been about pushing innovation, but now we are taking that focus to another level and applying this to year-round products that address the performance needs of committed athletes. Expect to see more technology introductions that enable athletes to achieve their best. We have ramped up our product technology team, our sales teams and heavily invested in technology development. Lastly, our marketing initiatives this year will be our most comprehensive effort to speak directly to consumers since the company was founded.”
180s QuantumHeat uses thermal performance technology to convert body heat, moisture and natural infrared rays into thermal energy. QuantumHeat includes smart moisture management fibers that work to continuously absorb 100 percent of sweat every two seconds, as well as a technical fabric composition that delivers warmth and freedom of movement without bulk. This technology will be featured in base layers, jackets, vests, arm and leg sleeves, gloves, ear warmers, hats and socks for Fall ’12.
For its consumer marketing campaign, 180s has invested significant resources that will include TV, print, and expanded online visibility, as well as experiential marketing and event sponsorships, all speaking to the outdoor athlete.
180s has added product, sales and marketing veterans: Terry Snider was named vice president of sales; Anthony Melzi is 180s’ new national sales manager, and Sue Torralba is the team’s new marketing manager. Snider, Melzi and Torralba will play a pivotal role in continuing to evolve 180s into a four-season company, providing solutions to athletes.
“Our strong team is what’s behind 180s’ continued success and will be the most critical element to our future,” continued Lee.
