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Sum unveils exclusive fashion headwear line
Nov '09
Major League Gaming, hat manufacturer SUM, and Hat World, Inc., which operates primarily under the LIDS retail brand, announced the placement of MLG's new, exclusive fashion headwear line at 250 LIDS stores starting November 15, 2009. The program represents the first nationwide retail footprint for the video game league's fast growing licensed product business and reflects the growth in recognition of the MLG brand and lifestyle.

To reward fan support for MLG and LIDS, SUM is launching the "Show us SUM Love for LIDS and MLG" contest which will reward four winners with a Xbox 360 Elite Gaming System and four XBOX games. The picture can be of consumers in a LIDS store with one or more of the four different MLG hats, or showing their collection of MLG hats, or someone standing in front of a LIDS store with a MLG sign. Four winners will be chosen from the images received before November 30, 2009.

Expanding upon apparel lines previously available only online and at MLG's Pro Circuit events, MLG and SUM designed and market tested over 30 hat and t-shirt designs to ensure appeal and authenticity, ultimately selecting four hats exclusive to LIDS that will be available in time for the holiday shopping season.

"Our fan base is made up of diverse lifestyle leaders who have demonstrated their passion for the MLG brand--whether it be on apparel, high-end gaming equipment, or on the consumer products of our partners," said Mike Sepso, chairman & co-founder of Major League Gaming. "The SUM team has been a truly collaborative partner and shown great insight tapping MLG's extensive understanding of and resonance with the youth market and a strong capability to communicate that to retail partners."

SUM is the new Action Sport division of ABG, a licensed apparel manufacturer with over 60 years in the market. The company has more retail floor space than any other headwear manufacturer in the kids market. Major League Gaming, along with Star Wars and Activision, make up the anchor brands that SUM is leveraging to reach the coveted young male demographic.

"We've worked with some of the largest global brands and the intensity and passion of MLG fans is extraordinary," said Michael Brett, SVP of SUM. "Like any other fan community, they want to show the world who they root for, what it means, and how it defines their personalities. We're thrilled to be partners with MLG and their community."

"The Major League Gaming consumer represents a different, untapped, and extremely brand loyal customer within LIDS' core demographic," said Hat World, Inc. Vice President of Merchandise and Marketing Charlie Brodt. "LIDS' line of MLG headwear is the latest example of our goal to offer our customers new, fashion forward lifestyle brands."

SUM is one of the preeminent professional grade accessory manufacturers in the world. SUM is the flagship division of ABG Accessories, based in Northern New Jersey. With multiple offices in the United States, Canada and China, SUM is the largest manufacturer and importer of headwear and accessories in the U.S. The SUM division focuses on professional grade tournament product, when customers are in front of their screen at home they can wear the same thing the world's elite gamers wear on the main stage. SUM's products encompass all the top brands in the entertainment and gaming industries and are constantly evolving to meet its discriminating consumers' needs.


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