COON VALLEY, Wis. (BRAIN) — Borah Teamwear has launched a new promotion built around the idea that custom store riding clothes are a key way to build a retailer's brand.
The Wisconsin clothing company will be promoting the idea through Interbike this year, with dealer mailings and a special pdf page on its website.
Marketing director Ben Wizner said custom clothing is an investment in brand building.
"The truth is, beyond all the brands' a dealer may carry, they cannot forget their core identity, who they really are, as seen by their customers and even suppliers," Wizner said.
Custom clothing also is an exclusive product for each store, he pointed out.
Last year, Borah changed its name from Mt. Borah and roughly doubled its manufacturing and office space. The company also is sponsoring and supplying a top men's and women's road team, Optum, which is providing insights into the needs of top cyclists and leading to product improvements, he said.
All Borah's clothing is made at its own factory. Besides cycling gear, the company makes custom clothing for running, triathlon, nordic and alpine skiing, and corporate wear.
More information: mtborah.com.
