Thursday, March 13, 2014

Argus Expo as popular

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The Cape Argus Momentum Lifecycle Expo – South Africa’s largest cycling, fitness and healthy lifestyle expo – is as popular as it was last year. This year  approximately 80 000 visitors attended the expo  held 6-8 March, the three days leading up to the main event, the Cape Argus Cycle Race. The event that last year attracted a similar amount of visitors is also the registration point for the 35 000 cycle race riders that entered the race.
The Lifecycle Expo held on the three days before the Cape Argus Cycle Race (6-8 March) attracted big crowds.
This year there were approximately 170 exhibitors with 349 stands - 29 more than last year and the most they have ever had -  showcasing new products and selling items to cycling fans at the Good Hope Centre in Cape Town.
It has certainly come a long way since event organiser Eddy Cassar approached the Cycle Tour organisers in 1991 after seeing a cycle apparel company selling their products beside the Camps Bay soccer field.

Discounts offered on the Cape Union Mart stand were popular.

Retailers such as Chris Willemse Cycles, Maillot Jaune, Coimbra Cycle House, Cape Union Mart, and Sportsmans Warehouse were among the stores with discounts, specials and variety to offer visitors that approached their stands.

Customers queued outside the Chris Willemse Cycles stand to benefit from the expo specials.
The big Sportsmans Warehouse stand had plenty to offer.
Evert Ferreira (middle) explains the benefits of Skins compression to a customer.
Popular brands such as adidas, Trek (locally distributed by The Bicycle Company), GoPro (locally distributed by Omnico), Thule, Osprey and Buff ( locally distributed by Adventure Inc.),  Skins and Nathan (locally distributed by Super-Brands), Rapid Sports, Polar and Second Skins were among the many to give consumers the chance to view items on their stalls.

Consumers made use of the opportunity to inspect what top brands like Trek and adidas offer.

There was also plenty for non-shoppers who like to listen to lectures and talks, or find out more about the various charities and cycling organisations participating in the race. The newly added lecture series featured various topics such as the medical aspects of the Cycle Tour, bike set up to suit your build, compression as a recovery solution, as well as the history and future of the Cape Argus Pick n Pay Momentum Cycle Tour. These were free for visitors and gave them an opportunity to ask any questions related to health, cycling, nutrition, etc.
Osprey packs and Buff technical scarves attracted attention on the Adventure Inc stand.
Cyclists could visit the Mediclinic Medical Village where they could have their blood pressure, cholesterol or glucose levels tested free of charge. Members of the general public also had access to these services for a small fee.

Last minute clothing shopping from Second Skins.
This year there was also a specified secure parking area on the Grand Parade with security and a free shuttle service (sponsored by Avis) taking visitors to and from the venue. The park-and ride facility that had six mini buses running from 8.30am-19.30pm every day of the Expo was added due to the limited parking available at the venue itself.

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Friday, March 7, 2014

Brand ID sponsors new marathon

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A new marathon, new distributorship, new sponsors and interesting new partnerships are the ingredients of the first African “city marathon” - the Cape Town Marathon, to be inaugurated on 21 September 2014. Brands Skins, Nathan, Mizuno, SiS and Canterbury will share the technical sponsorship with the iconic 46664 brand – which will all all be distributed by Brand ID from 1 April.

Local distributor Du Toit Botes introducing the technical sponsor brands.
The Cape Town Marathon – which will be run from the Greenpoint stadium, through Camp’s Bay, over Signal Hill, through the Bo-Kaap, city centre, Company Gardens, District Six, to Newlands and Rondebosch and back to the stadium – is the brain child of sporting icons Francois Pienaar and Elana Meyer. They formed a partnership, called ASEM, when they decided that Cape Town deserved to have a city marathon, on par with the other major city marathons (Boston, New York, Chicago, London, Berlin and Tokyo).

The city is, after all, the Design Capital of the World this year and plays host to some of the world’s biggest events, like the Cape Argus Cycle Tour, The Cape Epic, the Two Oceans ultra marathon skirting the city, to name a few. The Cape Town marathon will be a qualifying event for the Two Oceans.
Francois Pienaar and Elana Meyer, here with Du Toit Botes, will host the marathon.
When Meyer met Botes to discuss possible sponsorship of the Endurocad academy, which trains endurance athletes, she proclaimed the brands they distribute “a perfect fit” for the Cape Town marathon, says Botes. “It was a one-stop perfect partnership.” The brands they offer are all associated with top global sporting events – for example, Mizuno is the official sponsor of the Amsterdam marathon, Nathan is involved with the Ironman Kona championships, Tour de France cyclist Mark Cavendish  is a director of supplement brand SiS, etc.

 In addition, 46664 is known world-wide as the “Madiba peace brand” and “Peace” will be a big component of the marathon. Not only will it be run on International Peace Day, but a 10km Peace Run will form part of the weekend-long runfest.
WP Athletics president Jakes Jacobs, brand manager Paul Copson, Meyer, Pienaar and Botes celebrate their partnership in the new marathon.

Pienaar and Meyer also formed a partnership with WP Athletics, whose grassroots athlete development programme will be one of the beneficiaries of the marathon. According to president Jakes James, the Cape Town marathon will further widen and broaden their reach into grassroots communities – and will eventually benefit all by attracting more tourists to Cape Town.
WP Athletics president Jakes Jacobs believes the marathon will help grow running in grassroots communities.
The marathon weekend will include several side events, like a 5km fun run, trail runs in the Table Mountain National Park, a team-building relay and Prestige Mile Races. An expo will open on Friday, the 19th. Spectator zones along the route, food booths, bands and other entertainment will further involve the people of Cape Town in the event.

By attracting top global elite runners this event will be elevated to achieve international status – which will form part of the broader plan to position Cape Town as “the events capitol of the world,” mayor Patricia de Lille explained why the city agreed to partner with the event. “The route will offer spectacular views of the city and the prize money will attract the world’s top runners.” In order to achieve their objective of  achieving bronze status after the first year, the marathon will have to attract a strong international field and they hope to attract a field of 30 000 runners within the first few years.
Cape Town mayor Patricia de Lille explained why the city became a partner of the marathon event.

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