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KELTY PRESS RELEASES

American Recreation Products hires Matt Sungy as director of marketing for Boulder-based outdoor specialty brands

October 14, 2008

Fresh from Celestial Seasonings, Sungy will take charge of marketing responsibilities for Kelty, Slumberjack and Sierra Designs, amplifying the unique character of each brand

BOULDER, COLO. (For Immediate Release) – With a background steeped in marketing, consumer promotion, and advertising at Celestial Seasonings teas, Matt Sungy will infuse his experience with a fresh perspective on the outdoor industry and bring a variety of talents to his new position as Marketing Director with American Recreation Products (ARP).

Sungy officially started on October 1, 2008 working from ARP’s Boulder offices, assuming full marketing responsibilities for Kelty, Slumberjack and Sierra Designs brands.  Central to Sungy’s job responsibilities will be maintaining brand individuality by emphasizing the unique essence of each brand.

“I’m certain the experience he will bring from beyond the outdoor industry will yield a variety of new ideas and energy for our brands,” said Kenny Ballard, president of Kelty.  “We considered over a hundred applicants before deciding Matt was the best fit for the job.  We’re looking forward to working with him.”

Sungy’s job description will involve a variety of responsibilities including print, online, and social media marketing, advertising campaign and grass roots initiative development, creation of strategic marketing partnerships, and oversight of the entire marketing team.

“This is a fantastic opportunity for me to grow professionally and take on new challenges in the fast paced and ever changing outdoor industry,” said Sungy.  “The Kelty, Sierra Designs and Slumberjack brands have a very rich history, great brand equity and distinct identities.  I am looking forward to contributing to their continued success.”

Prior to working with ARP, Sungy was the head of marketing for Celestial Seasonings.  His most recent accomplishments include developing the latest Celestial Seasonings advertising campaign and managing the recent packaging redesign.

KELTY is based in Boulder, Colorado, and uses the natural backdrop of the Rocky Mountains to test, create and continually innovate within their diverse outdoor product families of Backcountry, Trail, Basecamp, KIDS and Travel. Kelty combines the best in new technology with a healthy dose of common sense to create exceptionally well made, affordably priced outdoor products. For more information on Kelty, please go to www.kelty.com.  For media inquiries, please contact Scott Kaier at scottk@madriver.com or 802.583.6070.        

For more than half a century, Slumberjack® has been a leading provider of outdoor sleep systems and camping furniture. The company’s product portfolio includes a full line of sleeping bags designed for a wide variety of outdoor activities. The company also offers sleeping bag liners, mats, bivies and camping furniture, including tables, cots and chairs. Slumberjack (www.slumberjack.com, 800-233-6283) is a division of American Recreation Products (ARP), St. Louis, which owns a variety of high-performance outdoor brands, including Kelty®, Sierra Designs® and Royal Robbins®.  For media inquiries, please contact Brian Meehan at brianm@celticinc.com or 262.789.7630, ext. 133.

Founded in 1965, at the beginning of the golden age of backpacking and climbing, Sierra Designs is one of the original brands for the eco-conscious outdoor enthusiast. We have always had a passion to protect where we play, and our tents, sleeping bags, and apparel have been to every corner of the world, from the highest peaks in Tibet to your local greenway around the corner. We model and design our products for high performance adventurers, but make it attainable for you. Sierra Designs’ gear and apparel fits in with your daily life, no matter where it takes you. Visit us online at SierraDesigns.com or see us on Facebook.  For media inquiries, please contact Kris Versteegen at Kris@verdepr.com or 704.962.9942.

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