About GoLite

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About GoLite
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Who Is GoLite?

• GoLite is the worlds premier producer of
  lite-weight, technical clothing and equipment for
  active outdoor sports. Inspired, designed, and
  tested in beautiful Boulder, Colorado, GoLite
  clothing, backpacks, tents, sleeping bags, and
  accessories offer uncompromised head-to-toe
  performance, durability, and versatility at the
  lightest possible weight to maximize your
  enjoyment and performance in the outdoors.
  GoLites commitment to product innovation and
  quality is backed by a lifetime warranty.
• Since GoLite was founded in 1998, we have been
  pushing the envelope of theory, practice, and
  design innovation, and the company has led a
  lightweight gear revolution that has changed an
  entire industry. GoLite is more than a name it
  is philosophy, a lifestyle, and a commandment to
  do more with less.
• GoLite athlete Ambassadors in the sports of
  backpacking, trail running, and adventure racing
  regularly share how to GoLite techniques in
  outreach seminars around the world.
• Environmental stewardship and social
  responsibility have been fundamental to GoLites
  mission and core values since its founding. We
  are committed to minimizing their environmental
  footprint to GoLite on the Planet - through
  innovation, resourcefulness and partnership.

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History

• 1992 1994
• Founders, Demetri Coup and Kim Coupounas climb
  Kilimanjaro for their honeymoon
• Coup Kim take miserable heavyweight
  backpacking trip in Maine the seed is planted
• 1995 97
• Coup Kim climb 50 U.S. high points,
  including Denali in Alaska hauling 60 lb packs
  and 100 lb sleds
• 1998 1999
• Kim Coup launch GoLite in outdoor athletic
  Mecca of Boulder, Colorado
• First 12 products launched at Outdoor Retailer
  Summer Market (the Tornado show)
• Ten page feature article about GoLite in Outside
  Magazine

• 2000 2004
• GoLite grows worldwide. Many product awards and
  accolades.
• 2004
• GoLite co-founder, Demetri Coupounas, set world
  record for longest known thru-hike without
  re-supply 470 mile Colorado Trail
• 2005
• Kim elected Chairman of the Outdoor Industry
  Board
• 2006
• GoLite trademark sold to Timberland GoLite
  Boulder continues to operate as normal
• GoLite Footwear launches at O.R. Summer Market

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Awards Accolades

• 2000 2002
• Backpacker names Den2 Tent of the Future
• Outside designates Gust Pack top of Evolution of
  Pack Design
• Outdoor Writers Guilds Chrystal Bowl Award for
  Innovation (UK). 1st U.S. company to win award.
• TGO magazine (UK) names Flow jacket Best Buy
• 2003
• Polartec Apex Award for Product Excellence
• GoLite feature article included in book Outside
  25 (best articles of 1st 25 years)
• 2004
• Backpacker Editors Choice Award (Kinetic Jacket)
  
• Adventure Sports Editors Choice Award (24 Pack)
• American Tri Editors Choice Award (Fruita Pack)

• 2005
• Backpackinglight Lightitude Award for
  Excellence in Design (Momentum Jacket)
• Mountain Bike Eye Candy award (Rage Jacket)
• 2006
• Backpacker Editors Choice Award (Xirtam Jacket)
• Backpacker Readers Choice Awards Favorite
  Ultralight Packs
• Backpacker Best Buy (Perspective Pack)
• TGO (UK) Best Buy (Feather sleeping bag)
• 2007
• National Geographics Best of Adventure Gear
  (Sun Dragon trail running shoe and Chrome Dome
  hiking umbrella)
• Outside Magazines Green Gear of the Year
  Award for The DriMove Sleeveless top

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Brand Positioning

• GoLite commandment do more with less. This ideal
  infuses every design, concept and idea
• Uncompromised head-to-toe performance,
  durability, versatility at lightest possible
  weight
• Maximizes outdoor performance enjoyment
• All the serious outdoor enthusiast needs nothing
  he/she doesnt
• For wide range of outdoor enthusiasts not just
  the elite
• Inspired, designed, and tested in Boulder,
  Colorado

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Who We Serve

• Our Design Inspiration
• Designed for the most demanding outdoor athletes
• Those for whom product weight quality have a
  direct impact on their performance, comfort,
  safety, and fun

• Our Target Consumer
• THE authentic brand enhancing the outdoor
  experience of the broad range of outdoor
  enthusiast

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Why Consumers Buy the Brand

• Functional
• Maximinimalism - maximum performance, lightest
  possible weight
• Supremely functional and versatile ideal for
  multiple sports
• Cutting edge, premium materials workmanship,
  proprietary technologies
• Superior durability comfort at very low weight
• Simple, straight-forward, intuitive designs
• No bells whistles all you need, nothing you
  dont
• Affordable (not over-engineered)
• Designed and tested with and for pinnacle outdoor
  athletes

• Emotional
• Freedom
• from heavy gear / burden
• to perform and connect to self nature
• More comfort, speed, mobility, safety, FUN
  outdoors
• Association with a pioneer, innovator, market
  leader, market maker The Best
• Affiliation with a rebel, a brand that encourages
  you to seek out your own truth, your own
  individuality, your own way
• Connection to the outdoor athlete to Boulder,
  Colorado

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The Opportunity

• The number one barrier to outdoor participation
  is lack of time
• Americans are spending more time doing activities
  that have easy access, are easy to learn, require
  less specialized gear, and can be done in a day.
• Many Americans are looking to simplify their
  lives and reduce their environmental footprint.
• Hiking / backpacking is one of the top five
  gate-way activities for all outdoor enthusiasts.
• Trail running one of the Top 5 most popular
  outdoor activities among Americans with a 22.1
  increase in participation from 1998 to 2005. Over
  40 million (1 in 7) Americans trail run, or 14
  of the US population.
• Trail running is easy to access with low barriers
  to entry. Can be done on any unpaved road / trail
  without significant travel or time
• Sales of done-in-a-day merchandise and less
  technical equipment has increased along with
  clothing sales and accessories used for short
  hikes with increased sales of fast and light
  equipment, apparel and footwear.
• Americans need an outdoor brand that will
  simplify their lives and make the time they do
  spend outdoors more fun.
• Source OIA Top Line Retail Sales Report,
  November 2004 and August 2006
• Outdoor Industry Association Exploring the
  Active Lifestyle study by Harris Interactive,
  2004

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Why Buy GoLite?

• LEADERSHIP
• GoLite is the original, the market leader, and
  the standard in award-winning, lightweight,
  technical gear
• GoLite is the solution (and in some instances the
  driver) of major trends in outdoor participation
  and retailing

INSPIRATION Elite Backpackers, Trail Runners,
Adventure Racers the Best Outdoor Endurance
Athletes in the world use GoLite gear, footwear,
clothing because it enhances fun, performance,
and experience of the outdoors. While inspired by
the elite, going lite benefits all outdoor
enthusiasts.
INNOVATION Obsessive clean slate design process
leads to award-winning, break-through
products Premium materials and fabrics are
sourced and used to maximize performance while
minimizing weight
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GoLite on the Planet

• We are committed to minimizing our footprint-- to
  GoLite on the Planet -- through innovation,
  resourcefulness and partnership.
• Our long term objective is to eliminate our
  environmental footprint and to be a net
  contributor to the health of the planet. We are
  striving to be a carbon neutral, zero waste
  company that uses a majority of environmentally
  preferred materials in our products by 2010.
• We are taking the steps to take full life-cycle
  responsibility for our products through
  sustainable materials, ecologically intelligent
  design, and innovative recycling processes. In
  this endeavor, we will sacrifice no product
  performance or aesthetics.  
• Our headquarters is 100 carbon neutral through
  both energy efficient practices as well as carbon
  offsets through NativeEnergy. We utilize
  certified Green-e renewable energy, energy
  efficient lighting, zero waste recycling
  practices, and eco-friendly office products. Our
  full sustainability efforts include commitments
  to community-based polyester recycling,
  alternative transportation, volunteerism,
  environmentally-friendly packaging and printing,
  and supporting environmental non-profits
• Our staff-driven GoLite on the Planet Task Force
  provides internal accountability to our goals and
  commitments.
• To learn more, visit www.golite.com.