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Mass customization and personalization news
2005-03-29 - Brookfield, IL, USA: Custom clothing company Athletique has launched the JClark range of sportswear for women. The JClark name reflects Athletique's partnership with Jamie Clark, a professional fastpitch softball player and member of the new Chicago Bandits NPF expansion team. Jaime was a member of the 2004 U.S. Olympic Team that captured a gold medal in Athens. In college, Jaime led the University of Washington to four College World Series appearances from 2000 to 2003. She was also a three time member of NFCA All-American teams.
Athletique was incorporated in July of 2004 and officially launched in November. As the name suggests, it focuses on providing clothes for athletes, in particular those whose natural physique and training regime make it difficult to find well-fitting clothes. The company started off with classic clothing, but due to a high demand, has now expanded into sportswear. This first designs being introduced are in the Women's line. The Men's collection will be introduced in June at Athletique's Power Players Charity Fashion Show.
Jamie Clark says: "When I was approached about promoting Athletique I was apprehensive about representing something marketed as plus size. Working with Terry on the athletic line has clearly defined the product for me as a custom line of clothing. All women are built different and the market for Athletique works especially well for athletes because of the way our bodies are developed. Most female athletes at the collegiate and professional level, are wearing a unisex warm-up because that is what we are issued through our teams, but mainly because that's what is available. Athletique offers the option of a custom fit and a more professional look."
Terry Cawley, CEO of Athletique added, "We are very excited to be working with Jaime on this new line and to be supplying travel warm-ups to the Chicago Bandits. Athletique started out focusing on classic clothing, and planned to offer more designer labels, made to order, in 2005. We are still hoping to do that, but we had so many requests for sportswear that we have given that a higher priority this spring."
"The requests have come in for the same reasons as the classic wear" stated Terry, "that clothing that athletes spend a great deal of time in often doesn't fit their proportions well. We are introducing a limited selection of Men's and Women's Sportswear, the JClark collection, with styles and fabrics that provide the ultimate combination of Fashion, Function and Fit."
The styles will be available to teams, groups and individual consumers, custom made to their specifications. The customers have the option to choose color combinations as well as to have them made to fit.
The styles are being offered initially to retail partners, including apparel stores, sporting goods outlets and pro shops. Retailers wishing to obtain style and pricing information should visit the Athletique website at www.myathletique.com and register as a Retail Partner.