Hammer Strength® Signs Exclusive Performance Wear Licensing Agreement

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New Hammer Strength Apparel brand to launch through lifefitness.com website and specialty retailers in Summer 2014.

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Consumers familiar with the Hammer Strength brand are serious athletes that train like professionals. They will appreciate the superior moisture management of Drywear TRANSPOR® technology.

Hammer Strength®, a Life Fitness brand, announced it has signed an exclusive licensing agreement with DryWear Apparel, LLC. to market a line of base layer clothing with innovative moisture management technology under the Hammer Strength® Apparel label. The new line is now available online at http://www.hammerstrengthapparel.com.

“We lay claim to be the world’s driest performance wear…guaranteed,” said Peter Durment, President of DryWear Apparel. “Consumers familiar with the Hammer Strength brand are serious athletes that train like professionals. They will appreciate the superior moisture management of Drywear TRANSPOR® technology, which helps our apparel outperform some of the most popular brands for moisture management.”

Hammer Strength Apparel works with a bi-layer fabric construction to keep a continuously dry layer, featuring innovative TRANSPOR® yarns, closest to the skin. The TRANSPOR® yarns relentlessly wick moisture from the athlete’s skin one-way only--to the outside wicking layer of the fabric, which evenly distributes and quickly evaporates the moisture. The result is a garment that feels constantly cool next to the skin as it dries effectively on the outside. The apparel is designed for anyone needing exceptional moisture management such as extreme athletes, fire fighters, police officers, the military and more.

“Hammer Strength equipment is rugged and reliable, and is designed to allow exercisers to focus on enhanced performance and movement,” said Chris Clawson, President of Life Fitness. “We’re excited to partner with DryWear to bring that same focus to the new line of Hammer Strength Apparel and help serious exercisers train to be their best.”

A recent independent test of the MMT™ (Moisture Management Technology) Index comparing performance wear on the market ranked Hammer Strength Apparel first among a comprehensive list of popular, high-performance brands. Their test results blew away the competition, earning more than 900 times the index points for moisture management effectiveness compared to the leading brands.

The product is now available at http://www.hammerstrengthapparel.com.

About Hammer Strength and Life Fitness:
Life Fitness is the global leader in commercial fitness equipment manufacturing. The company manufactures and sells strength and cardiovascular equipment under the brand names Life Fitness and Hammer Strength and distributes its equipment in more than 120 countries. Headquartered outside Chicago, in Rosemont, Ill., Life Fitness is a division of Brunswick Corporation (NYSE: BC).

About Hammer Strength Apparel:
Hammer Strength Apparel offers performance athletes and those in extreme heat conditions the world’s best moisture management, powered by Drywear TRANSPOR® technology. The innovative, bi-layer construction of the apparel keeps the wearer drier and more comfortable for ultimate performance. The apparel is available in three different performance lines. For more information, visit HSA at http://www.hammerstrengthapparel.com.

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Marie Lazzara
JJR Marketing
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