Industry News 8/17/2006

Sports Specialists Limited Launches New Website & Corporate Identity

Sports Specialists Limited Launches New Website & Corporate Identity

New Tagline - Dynamic Market Solutions - Adopted To Represent SSL's Mission

Victor, NY - August 17, 2006 - Sports Specialists Limited (SSL), the leading marketing, merchandising and purchasing organization in the specialty snowsports, outdoor and casual furniture industries, announced the launch of their new website and corporate identity today.

A retailer-owned specialty buying group, SSL has been offering retailers and suppliers mutually beneficial business solutions for over 35 years. During that time, SSL's business model has evolved and the SSL management team felt it was time for the company's corporate identity to reflect those changes.

The new website - features improved navigation and usability, updated and enhanced graphics and photos as well as a tone that is completely reflective of SSL's culture and mission.

"Our new tagline, 'Dynamic Market Solutions' is very indicative of our overarching objectives," said Steve Rogers, President & CEO of Sports Specialists Limited. "While our previous tagline 'Connecting Buyers and Sellers of Fine Snowsports Products for Over 35 Years' still speaks to our primary function, our business model is continuously evolving and our new tagline and logo are much more reflective of our organization's direction."

The new tagline is prominently featured on SSL's new, chain link-inspired logo, designed to represent the connection between specialty market retailers and suppliers. The logo was redesigned as a statement to the current trends in the outdoor and snowsports industries, yet stays true to SSL's brand promise.

Steve Rogers said, "We needed to redefine the image of our brand and keep it as current as our business strategies. We enlisted the help of Factory Design Labs, experts in strategic brand management in the sports industry, to develop an identity more aligned with the industries we represent."

Established in 1971, Sports Specialists Limited (SSL) is a retailer-owned specialty buying group committed to offering programs and services that are mutually beneficial to retailers and suppliers. The group is comprised of 53 retailers representing 140 retail storefronts and $200 million in total retail sales throughout North America. To learn more about SSL, please visit