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Expansion of XTERRA branded products via new deal with Daden Group


TEAM Unlimited, LLC, owner of the XTERRA brand of events, media and licensed products, has entered into an agreement with the Daden Group to design, produce, distribute and market the full line of XTERRA branded apparel and accessories.

“We are excited to form this partnership with the Daden Group, especially considering the outstanding track record of success and their enthusiasm and plans for the XTERRA brand,” said Tom Kiely, CEO of TEAM Unlimited/XTERRA. “We are also appreciative of the efforts of David Howitt of the Meriwether Group to bring about this alliance.”

“I have had the great pleasure of working with Daden at adidas and was impressed at their ability to drive the growth of adidas’ licensed apparel business,” said David Howitt, CEO of the Meriwether Group, which assisted in forging the partnership between XTERRA and Daden. “XTERRA is among the most authentic and cool sport brands out there – that, combined with Daden’s expertise at driving winning apparel and accessories businesses, makes this a very powerful partnership.”

“We find the world of triathlon and off-road racing a sport poised for explosive growth,” added Dana Rupe, Daden Group President and founder. “We are pleased to be able to work in such an exciting industry and with a world class organization like XTERRA. The passion of the brand and its’ participants is unsurpassed.”

Rupe continued, “We look forward to expanding XTERRA’s product reach to include more technical performance gear and updated lifestyle merchandise. These new products can be found on XTERRAShop.com.”

TEAM Unlimited is a Hawaii-based television events and marketing company, founded in 1988. It owns and produces XTERRA and in 2011 produced more than 200 XTERRA off-road triathlon and trail running races in 15 countries worldwide. There are 40,000+ competitors from all 50 US states and more than 40 countries competing in XTERRA. In addition, TEAM TV has produced more than 300 adventure television shows resulting in three Emmy’s and 42 Telly Awards for production excellence.

Daden Group was formed in 2005 by the former President and Vice President of adidas Team Inc. Daden currently partners with top sporting goods brands through license and supplier agreements; and the company’s products are sold to major retailers and team dealers throughout the United States, Mexico and Canada.

The Meriwether Group Inc, which brokered the deal between XTERRA and Daden Group is a private equity investment and business acceleration firm headed by seasoned senior executives with decades of operational experience with some of the world’s most iconic brands, including Nike and adidas.