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Launch of UK apparel brand supremebeing in US
21
Feb '12
The Peloton Group, the new brand marketing company founded by Richard Prenderville, is to be the exclusive US distributor of fashion brand supremebeing.

Prenderville, former vice president of global brand marketing at Reebok and previously head of global media at adidas recently founded The Peloton Group to work with international retail fashion and sports brands. The Peloton Group will exclusively distribute the supremebeing range to US stockists.

Richard Prenderville, founder of The Peloton Group explains, “supremebeing is a fun yet strong UK fashion label influenced by street culture that is well suited to the US market. With its attention to design, detail and great quality fabrics, supremebeing consistently releases complete and edgy ranges for men and women with stylish outerwear, original footwear and amazing graphics. Supremebeing's ranges are exclusive and not widely available to mass consumers that can dilute brands.”

Prenderville brings 20-years plus experience from the sports, sport apparel and fashion realms being massively influential with some of the most memorable and successful marketing international initiatives created for adidas and Reebok. Prenderville will be exclusively responsible for marketing the supremebeingTM brand for the US with plans on how it will be rolled out to be revealed.

“The brand oozes passion and individualism, spurned from the ethos that everyone is a supremebeing, individual, but doesn't court elitism. I'm passionate about the brand because it has massive potential with its sophisticated street edge,” concludes Prenderville.

David Newman, Founder and Managing Director at supremebeing comments, “Having The Peloton Group to manage the important US market for supremebeing is critical. Richard Prenderville's global experience at two of the biggest brands in the world is an incredible asset and will be paramount in supremebeing translating its brand presence into sales. The Peloton Group are best placed to help us succeed in the US market and help customers identify with a fresh brand that they will want to be seen in and enjoy.”

Richard Prenderville is the former Vice President of global brand marketing at Reebok International, where he was responsible for marketing, media and advertising for the brand on a global scale. He joined Reebok in September 2006 from Reebok's parent company adidas where he was vice president of media and new media.

In 2009, Richard launched the “Easy Tone” campaign that led the industry in toning communication and dramatically increased sell thru of the advertised product to never seen before levels. In 2010, he and his team launched “REE”, the company's first new branding effort in two years. This brand campaign has been iconic for Reebok because it puts the brand's point of view right in the center of the consumer conversation. This campaign was the centerpiece for the industry leading Reetone campaign for Easytonetoning shoes and the ReeZig launch for the Zig Tech line of footwear. In addition to that, he also oversaw the brand's communication efforts with the Emporio Armani product collaboration.

Supremebeing, established 1999 in Cambridge UK, has its roots firmly in British street culture. Offering a complete apparel range, specializing in detailed outerwear, original footwear and striking graphics.

Well known for its choice of fabrics and build quality, each new design strives to be a little deeper and a step beyond the norm with subtly subverted detail and considered application of colour to create innovative, but accessible, products for the unique individual.

supremebeing

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