Yakima inked a partnership with Wolverine footwear and apparel as the official apparel sponsor of Yakima’s 2007 Road Warrior Tour, the company’s grassroots field marketing program. Road Warrior staff will wear Wolverine apparel at over 400 retail venues and at 65 pre-qualified consumer events beginning this month through December 2007.

“It is a privilege to partner with Wolverine, a respected brand with a rich heritage, said Mike Steck, senior director of marketing for Yakima. “Wolverine represents the tradition of quality, hard work and commitment and is especially known for its comfort and durability, essential ingredients to Yakima’s Road Warriors.”

Yakima’s Road Warrior Program is designed to educate consumer and retailers about Yakima’s products and to engage consumers first hand in product demonstrations. This year, the Road Warrior program is becoming 100 percent carbon neutral as part of Yakima’s company-wide initiative, “Planet Payback.” (www.yakimapayback.com). In addition, Subaru will return as the presenting sponsor of the 2007 Road Warrior Tour and Kona bicycle company has signed on for its first year as the official product sponsor.

“Our partners help to expand the consumer reach and bring added value to the Road Warrior program,” said Joel Grabenstein, field marketing manager for Yakima. “The Road Warrior program has been significant in aligning Yakima with core channel partnerships.”

“Wolverine and Yakima are brands whose consumers lead active, full-out lives, and we are truly excited to be sharing the spotlight with Yakima on this year's Road Warrior tour,” said Christina Vernon, marketing manager for Wolverine. “This grassroots initiative gives Wolverine an opportunity to share its rugged apparel and footwear alongside Yakima's functional and durable product line. We appreciate the opportunity to participate in the great lineup of events in 2007.”