Industry News 11/1/2004

Action Sports Duo Launch Global Sunscreen Brand

Action Sports Duo Launch Global Sunscreen Brand

WILLISTON
, VT.  November 1, 2004 -- Two former snowboard industry leaders, Stuart Knowles and Dave Schmidt, have teamed up for the global launch of Himaya Sports Sun Protection, a new action sports brand dedicated to protecting outdoor athletes from overexposure to the sun. 

Available in specialty stores in mid-November, Himaya has been formulated for effectiveness in the most demanding conditions and has been tested by an elite team of action sports athletes both on snow and in the surf.   Sales territories have been assigned to reps dedicated to helping shops grow their accessory business.

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Stuart Knowles, founder of Himaya and creator of Duotone Snowboards for the B&M Group, enlisted former competitor Dave Schmidt, previously the vice president of global sales for Burton Snowboards, to form Himaya, Inc.  Both believe there is a great opportunity in action sports to provide a sunscreen product that exceeds athletes’ expectations with a brand to which they can relate.

Himaya products have been specifically developed to meet the demanding requirements of the world’s top outdoor athletes and to provide complete broadband UVA and UVB protection using the nanotechnology of microfine zinc oxide.  Himaya sunscreen’s unique formulation allows application to dry or wet skin and bonds to the skin incredibly well, making it water and sweat proof.  Himaya leaves hands dry, and contains skin- revitalizing moisturizers and antioxidants.

"I was tired of stinging eyes and sunburn on all my surf trips.  I just couldn’t find any sunscreen products on the market that worked well under intense conditions," says Knowles.  "So I started working with a lab and some snowboarders, surfers, and climbers to develop a new product. With continuous testing, development, and feedback over two years, we’ve produced a product that works incredibly well, no matter how intense the environment is.”

Himaya Sunscreen is available in SPF 15, 30, and 45.  “The SPF 45 is our signature product.” added Knowles.  It’s ideal for anyone demanding the most protection either at altitude or in the surf.” 

The product comes in 175ml (6oz) or 45ml (1.5oz) bottles, 4ml single use sachets, and one-half or one gallon pump containers.  An Aloe Vera AfterSun revitalizes and moisturizes the skin.  SPF lip balms and other new products are due out this winter.

Currently, Himaya supports the North American snowboarders known as The Collection: Ross Powers, Kelly Clark, Andy Finch, and Gretchen Bleiler; as well as Tina Basich and skier Chris Davenport. In Europe snowboarders Gigi Ruff, Xaver Hoffman, Michi Albin, Stefan Gatt, and Stine Brun Kjeldass use Himaya.

Himaya will focus on the winter and water sports markets first and then extend into other outdoor sports - targeting specialty retail distribution.  

“We see a great opportunity in providing specialty sport shops with a brand that is designed for their customers.  Most sunscreen brands are widely distributed and do not focus on the needs of the specialty shop” says Schmidt.  “Himaya will help educate retailers and younger athletes about the real risk of overexposure to the sun.  The use of sunscreen by this group is less than 40 percent.”

Himaya will be available in stores by mid November.  The web site, www.himaya.com, is live and loaded with information about the product, the team and the danger of UV radiation from the sun.   

Knowles, based in Innsbruck, Austria, will focus on Himaya’s European market while Schmidt, based in Williston, Vermont, will handle the North American market.  Together they have over 30 years of experience in action sports. 

For rep contact information or additional product information, email Himaya at usa@himaya.com.