The Forzani Group Ltd./Le Groupe Forzani Ltee

The Forzani Group Ltd./Le Groupe Forzani Ltee

July 29, 2009 18:45 ET

The Forzani Group Ltd.: Athletes World Rejuvenates Brand Targeting the Youth Market

CALGARY, ALBERTA--(Marketwire - July 29, 2009) - Athletes World ("AW"), the premier specialty retailer of footwear and apparel in athletic and street fashion (a corporate banner of The Forzani Group Ltd. (TSX:FGL)), is excited to rejuvenate its brand presence and strike a cord with Canadian youth with a series of youth marketing initiatives for back-to-school.

Given the highly competitive category for street and lifestyle fashion sport, AW needed a differentiating message in order to reassert and confirm its position as being the speciality retailer for modern sport. The underpinning objective is to create cross platform marketing campaigns that truly resonate and motivate this illusive youth segment.

"AW wants to be the brand which leads and encourages what it means to 'Stand Out' with a unique personal style," comments Mark Hindman, Vice President Corporate Marketing of The Forzani Group Ltd. "From the style of the website to the sound of the music, each and every part of our campaigns are orchestrated for its specific and unique ability to resonate with our audience in a meaningful, targeted and strategic manner."

Targeting youths aged 15-25; AW is launching a redesigned website that fuses the sports lifestyle with music. AW is also creating in-store, movie theatre, and online buzz with back-to-school SMS and online contesting promotions.

The new website,, designed by Suitcase Interactive Inc., launches August 4th and encompasses bold graphical treatments to showcase a snapshot of AW's latest fashion trends for that month. Along with seeing upcoming events and promotional information, users can rate products as 'Hot, Not or Bought'.

The site features a unique and engaging application, the "Style Mixer", which utilizes rich media to create an interactive DJ mixer board. Visitors can blend their sense of style with their taste in music to create unique looks from AW's new product arrivals. The resulting collage mixes can be saved and shared with friends through email, Facebook, Myspace, Twitter, Digg, StumbleUpon and Delicious communities. Visitors can also get their music fix by registering with AW to receive three free Sony music downloads (while quantities last) or by plugging into AW's complimentary music library, offering winning and nominated DJ mixes and tracks from the recently AW sponsored 2009 Stylus DJ Awards.

AW representatives can also be seen at Wakestock, August 7-9, 2009 in Collingwood, Ontario socializing with the youth, promoting the new website and giving away custom designed AW temporary tattoos. Moving into the height of back-to-school, AW's strategy moves to mobile marketing with a text to win campaign, to be promoted throughout Cineplex Theater screens in major markets and in-store.

To keep enhancing the customer experience and building its online community, AW presents "The Wicked-Awesome Rock Out Contest," from August 17 to September 27, 2009. Customers have a chance to win a trip for two to see either Franz Ferdinand or P!nk, live in concert in London, England. With a heavy geo-targeted digital media buy, in-store promotion and SPC Card partnership support, the contest is sure to hit AW's loyal fans and bring in new ones.

About The Forzani Group Ltd.

The Forzani Group Ltd. (the "Company") is Canada's largest national retailer of sporting goods, offering a comprehensive assortment of brand-name and private-brand products, operating stores from coast to coast, under the following corporate and franchise banners: Sport Chek, Coast Mountain Sports, Sport Mart, Athletes World, National Sports, Sports Experts, Intersport, Econosports, Atmosphere, Tech Shop, Pegasus, Nevada Bob's Golf, Hockey Experts, The Fitness Source, S3 and RnR. The Company also has websites for several of its corporate and franchise banners which can be accessed through its main website at

This news release contains certain statements that may constitute forward-looking information within the meaning of applicable securities laws. This forward-looking information involves known and unknown risks, uncertainties and other factors which may cause the actual results, performance or achievements of the Company, or industry results, to be materially different from any future results, performance or achievements expressed or implied by such information. Such information involves the use of such words as "may", "will", "expect", "believe", "plan", "intend", "are confident" and other similar terminology. This information reflects current expectations regarding future events and operating performance and speaks only as of the date of this news release. Forward-looking information involves significant risks and uncertainties, should not be read as a guarantee of future performance or results, and will not necessarily be an accurate indication of whether or not such results will be achieved. A number of factors could cause actual results to differ materially from the results discussed in the forward-looking information including, but not limited to, the factors discussed in the Company's Management Discussion and Analysis and Annual Information Form filed with the securities regulatory authorities in Canada, available at Although the forward-looking information in this news release is based upon what management believes are reasonable assumptions, the Company cannot assure that actual results will be consistent with this forward-looking information and, therefore, you should not place undue importance on this information. While the Company may elect to do so, unless required by applicable securities laws, it does not undertake to update this forward looking information to reflect new information or circumstances at any particular time.

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