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NEWS

An Ace Equals 10,000

Adidas Golf: Introduces its Powerband 3.0 footwear with a promotion at this week's Waste Management Phoenix Open. If either Adidas Golf tour staffers Kenny Perry or Pat Perez registers a hole-in-one on the par-3 16th hole during tournament play, 10,000 people will receive a free pair of the shoes.

Glove It Adds To Accessory Line

Glove It: Adds a birdie belt and a new collection of bling metallic visors to its 2010 accessory offerings.

AHEAD Cries S.O.S.

AHEAD: Introduces an S.O.S. (Smart Ornamentation Sells) campaign. "Our design and sales team took a look back at the most successful logo designs over the last 15 years, coupled them with some extraordinary new designs for 2010 and created a S.O.S. resource book for each of our reps," said Jeff Waller, National Sales Director, AHEAD. "With this book, the reps are better able to help their accounts visualize and select designs that will showcase the club logo and pop off the shelf."

F&G, Pebble Beach Create Invitational

Fairway & Greene: The apparel company partners with Pebble Beach Co. to create the Fairway & Greene Pebble Beach Pro Member Invitational, March 21-24, at three Pebble Beach Resorts (CA) golf courses.

By Janice Ferguson
GPA Writer

What occurs when combining a luxury sportswear maker with the world's foremost cashmere wool manufacturer? The answer is a perfect combination of quality and practicality in Peter Millar's Loro Piana Storm System collection for fall 2010.

The collection takes natural fabrics and makes them totally waterproof and wind resistant by combining inherent fibers with the most advanced fabrication technology. Such a collection is not your typical rain jacket that is often stuffed in a golf bag's zip compartment as a precautionary measure on those iffy weather days. The process is meant for Peter Millar to provide a functional quality to its luxurious men's outerwear pieces.

Storm System, which is a registered mark of Loro Piana, consists of a double barrier - the water-repellent rain system, and the exclusive hydrophilic membrane that is resistant to water, windproof and allows the skin to breathe. Rain system treatment ensures that drops of water slide on the surface of the fabric, enhancing its impermeability and protecting it against dust, dirt and liquid stains.

The thin and extremely light micro molecular and micro porous absorbent membrane is applied to the back of fabric. Like the principle of osmosis, the aqueous vapor produced by perspiration wicks outward while moisture in the surrounding environment is prevented from entering. This guarantees a garment made using Storm System will stay dry and offer optimal wind protection.

Peter Millar uses the Loro Piana Storm System in its Hitchcock and Sebastian doeskin jackets, as well as the Jack doeskin links vest and the Aspen seven-gauge merino wool reversible snap vest. The feel of the doeskin pieces are nothing short of sumptuous, and to think fine styling can be worn while still being protected from the elements is a luxury in and of itself. Retail prices for the pieces range from $450 to $850.

In addition to the Storm System collection, Peter Millar's commitment to providing exceptional head-to-toe clothing and products - including tailored and dress furnishings, footwear, scarves and even fragrance - signifies its focus on timeless, quality styling for men, women and children.

Its 11-x-13-inch, 150-page fall catalog looks more like an art book than a smattering of product, and features real models showing buyers how to layer, combine and merchandise the clothing pieces. Educational seminars were conducted by Peter Millar staff experts at the PGA Merchandise Show to show attendees techniques on turning a pro shop into more of a haberdashery.

Also look for Peter Millar's on-course outfitting of the 2010 U.S. Ryder Cup team in October.

For information, visit www.petermillar.com.