Athlete's World, which is part of The Forzani Group Ltd., is launching a redesigned website that fuses the sports lifestyle
with music. AW is also creating in-store, movie theater, and online
buzz with back-to-school  and online contesting promotions.

Forzani said that given the highly competitive category for street and
lifestyle fashion sport, AW needed a differentiating message in order
to reassert and confirm its position as being the speciality retailer
for modern sport. The underpinning objective is to create cross
platform marketing campaigns that truly resonate and motivate this
illusive youth segment, it said.

“AW wants to be the brand which leads and encourages what it means to
'Stand Out' with a unique personal style,” comments Mark Hindman, Vice
President Corporate Marketing of The Forzani Group Ltd. “From the style
of the website to the sound of the music, each and every part of our
campaigns are orchestrated for its specific and unique ability to
resonate with our audience in a meaningful, targeted and strategic

The new website,, designed by Suitcase Interactive
Inc., launches August 4th and encompasses bold graphical treatments to
showcase a snapshot of AW's latest fashion trends for that month. Along
with seeing upcoming events and promotional information, users can rate
products as 'Hot, Not or Bought'.

The site features a unique and engaging application, the “Style Mixer”,
which utilizes rich media to create an interactive DJ mixer board.
Visitors can blend their sense of style with their taste in music to
create unique looks from AW's new product arrivals. The resulting
collage mixes can be saved and shared with friends through email,
Facebook, Myspace, Twitter, Digg, StumbleUpon and Delicious
communities. Visitors can also get their music fix by registering with
AW to receive three free Sony music downloads (while quantities last)
or by plugging into AW's complimentary music library, offering winning
and nominated DJ mixes and tracks from the recently AW sponsored 2009
Stylus DJ Awards.

AW representatives can also be seen at Wakestock, August 7-9, 2009 in
Collingwood, Ontario socializing with the youth, promoting the new
website and giving away custom designed AW temporary tattoos. Moving
into the height of back-to-school, AW's strategy moves to mobile
marketing with a text to win campaign, to be promoted throughout
Cineplex Theater screens in major markets and in-store.

To keep enhancing the customer experience and building its online
community, AW presents “The Wicked-Awesome Rock Out Contest,” from
August 17 to September 27, 2009. Customers have a chance to win a trip
for two to see either Franz Ferdinand or P!nk, live in concert in
London, England. With a heavy geo-targeted digital media buy, in-store
promotion and SPC Card partnership support, the contest is sure to hit
AW's loyal fans and bring in new ones.