18 Sep Chinese Brand 361 Readies for U.S. Launch
361, the second largest athletic brand in China, announced its expansion into the United States with 361° USA. To launch the brand, 361 has hired Jim Monahan, former vice president of footwear for Asics America, as president of 361° USA. Rich Bourne, past president and COO of Asics America, is serving as a strategic business advisor. The North American division of 361 will debut with a variety of athletic and lifestyle footwear and apparel for men and women, which will be available in select retailers this winter, with a full collection following in Spring 2015.
“We are building a brand in the U.S. from the inside out,” says Jim Monahan, president of 361° USA. “Our goal is to build quality performance product through extensive research and development while paying attention to the demands of the consumer. Our success in the United States will contribute to 361° becoming a top five global sports brand in the future.”
“361° is One Degree Beyond” is the mantra behind the brand’s core vision. Whether it is performance, innovation, style or service, the brand’s mission is to raise the expectation “One Degree Beyond.” This mantra has rung true for the brand in China and other international markets, with product that meets and exceeds the needs of consumers, and a global presence affiliated with leading athletes such as NBA All- Star Kevin Love.
Chromoso 361 Sensation Obsession Hi 361° USA will continue the legacy founded in China in 2003 with innovation continuing to be an important component for the brand. For Spring 2015, 361° USA will introduce proprietary technology with its Quick Dynamic Defense (QDD) which will be a key feature of footwear in the brand’s performance running, training and trail collections. QDD is a unique three-layer process in the midsole that will provide stability, rebound and comfort while maintaining a lightweight feel. Key styles will include the 361 Sensation, Chromoso and Impulse, and retail prices will range from $65 to $120.
The Spring 2015 collection will also include performance apparel and an extensive lifestyle footwear collection for men and women.
In October, 361° USA will launch its first marketing campaign focused on out-of-home media featuring the NBA’s Cleveland Cavaliers All-Star Kevin Love as well as traditional, grassroots and digital initiatives. The communication strategies will include a long list of strategic partners and brand ambassadors as part of an aggressive attack on the performance running and training communities. The brand has teamed up with a crew of experienced and savvy art directors with an energetic and youthful vision to lead the creative platforms across all marketing campaigns.
361° is the second largest athletic manufacturer in China and founded in 2003. The company went public on the Hong Kong exchange in 2009 and continues to give back to the community by supporting athletes and charities. For more information visit www.361usa.com.