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The Genesis Agency, a unique sales and distribution program tailored to the specialty running, cycling and outdoor markets has set up offices in New York, Chicago and Austin.
The Genesis Agency, led by Paul Perrone, the former Director of Running at Fila, will focus on pioneering fresh brands in specialty markets emphasizing consistent service and engaging marketing to differentiate within the industry. The national agency will consist of current and former Fila running representatives and will connect venders, retailers and consumers with innovative products in sport specialty.
"We envision The Genesis Agency as the hub of profitable relationships between vendors, retailers and consumers," Perrone explained.
Andrew Hersam, Executive Publisher of Runner's World and Running Times Magazines, said, "The specialty channel demands that vendors be experts in the products they make, the retail environment they sell into and the consumers they target. The Genesis Agency is a resource for all three parties. So the retailers are well served, as are the brands. In the end, it's the consumer who will ultimately benefit."
The Genesis Agency's inaugural clients include Fila footwear, Craft performance apparel, Balega socks and additional to-be-announced accessories lines.
The Genesis Agency will work closely with Fila's new management team on product, sales and marketing to make Fila a major player in the specialty running market.
When asked about Fila's commitment to running, Jon Epstein, President of Fila USA, noted, "We are excited to continue to make running a focus at Fila. With product improvements and running-specific marketing, our team of dedicated running reps, The Genesis Agency, will quickly establish Fila as a force in the running category. I am confident that The Genesis Agency's passion for running is unrivaled in the industry."
Craft performance apparel will be The Genesis Agency's anchor clothing line for run, tri and bike in key markets. "The creation of this agency gives us immediate and established coverage in critical running markets," said Eric Schenker, Director of Sales and Marketing for Craft apparel and Karhu footwear "After meeting the full Genesis team, it was a no-brainer to join forces with Paul and his crew."
For specialty retailers, The Genesis Agency's dedication to the channel will be a breath of fresh air. "We're excited to have such an experienced and well respected team serving the specialty retail community," said Tom Raynor, Chairman and CEO of Fleet Feet, Incorporated. "With their track record and their passion, we are confident the creation of the first independent rep agency to serve specialty retailers nationally will pioneer innovation in our traditionally inefficient supply chain. All of us at Fleet Feet look forward to working with Paul and his team in the future," he added.
The Genesis Agency will "go live" on June 1. Additional reps are being added to the team to service markets based in DC, Nashville, Southern Cal, Atlanta, Michigan / Ohio and North Texas. Current members of the team are Ian Connor (Carolinas), Nick Rector (Northwest), Louis Rufo (Florida), and Abbi Gleeson, VP of Marketing (NYC) and Steve Kindred, VP of Sales (Chicago) round out the team.
Ryan Lamppa, Running USA Media Director
(805) 696-6232; Fax = (805) 659-0016
Ryan@RunningUSA.org
www.RunningUSA.org.
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