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Discovery Channel partners with Woolrich.

Discovery Channel and Woolrich have teamed up to create Discovery Channel Quest by Woolrich, a new line of outdoor exploration gear to launch nationwide in Spring 2003.

The exclusive, long-term partnership follows Discovery's recent announcement regarding the launch of Discovery Channel Quest (DCQ), a programming initiative aimed at promoting and showcasing world exploration.

"This exciting partnership offers consumers products that create a natural link to the real world," said Sue Heilbronner, director of licensing for Discovery Communications. "With Woolrich, one of the nation's oldest and most respected names in outdoor apparel and gear. Discovery will strengthen our bond with customers and encourage even more Americans to experience an outdoor discovery."

Woolrich officials are extremely pleased with the co-branding partnership.

"Reaching 86 million households, Discovery Channel already has a connection with Woolrich, providing programming viewed and enjoyed by the Woolrich customer - the everyday explorer," said Todd Yates, Woolrich vice-president, sales & marketing. "The partnership also offers us many tremendous opportunities to participate in and with Discovery's programs and personalities who will be wearing and field-testing DCQ apparel, and makes the connection a direct one to the very best in outdoor clothing and accessories.

"Our early pre-lines with retailers of all sizes clearly indicate the tremendous upside of this product line. It has created a wave of excitement not often found in the marketplace. It's a remarkable story in the making," Yates said.
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Publication:Shooting Industry
Geographic Code:1USA
Date:Oct 1, 2002
Words:230
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