SARASOTA, Fla., Aug. 29, 2006 (PRIMEZONE) -- What do speed, femininity and New York fashion have in common? PitStopShop.com, the new e-commerce Web site that is spicing up female race fans' wardrobes. The non-traditional line of women's race-themed apparel is showing up on and off the track since the Web site launched earlier this month. With its eye-catching style, intelligent marketing, exclusive driver-licensed designs, and a relatively untapped market niche, PitStopShop.com is in a 'pole position' to grow exponentially.
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Parent company, Commitment Line Apparel, Inc., launched the niche retail site to literally outfit this demographic with apparel that is stylish, clever and unique. What distinguishes PitStopShop.com's apparel in the industry is its edgy and trendy fashion, tied in with fun and fresh race sayings meticulously imprinted and/or embellished with Rhine studs, beads and glitter on women's tank tops and panties, as well as imprinted on men's boxers; sayings like "Let's Trade Paint," and "Bump Drafting Allowed." The race phrase "Wedge Adjustment" becomes an appropriate parody when it is written across the seat of underwear. The company plans to add to their sayings and phrases and even encourages suggestions from fans by offering them the opportunity to "Submit a Phrase" on the Web site.
The products are the first of their kind among other race-themed apparel, which typically uses the same or similar design over again differentiating only by a driver's name, number, face and/or colors, as with most sports fan apparel: the "jersey" scenario. "Not everyone has a favorite driver and might want to express their love of the sport in a different and creative way. These fashion-forward designs will put a new spin on race apparel," says the brand's New York fashion designer, Pam Esteves, who also notes race fans are hard-pressed to find track-wear or loungewear that is this "stylized and refined."
NASCAR auto racing is now the number one sport in the country and the second-most watched sport on television (second to the NFL), and has more Fortune 500 companies involved than any other sport. It is also one of the most sophisticated sports in terms of its sponsor affiliations and its rapport with fans. 40% of those fans are represented by women ages 18-45. The PitStopShop.com line of apparel is leveraging the connection with this demographic of fans by giving them something different to express their enthusiasm and support for the sport, yet distinctive enough as not to get lost in the crowd.
The company recently licensed famed NASCAR driver, Robby Gordon, along with his own unique design, to be used in a collection of apparel sold on the Web site. And they hope to do the same with other NASCAR drivers.
The Web site is the only place to get the apparel for now, however they are working on vendor partnerships and affiliate programs. They are designing new items, including high-end tailor-fitted polo shirts and t-shirts for men and women, as well as a new kid's line. Various teams and raceways have already expressed an interest in buying the polo shirts so they can have their own team or raceway logos embroidered on them. They are also in negotiations with major department stores to carry the products next year.
About Commitment Line Apparel, Inc.
Commitment Line Apparel, Inc. is a Sarasota, Florida-based company whose mission is to provide quality, non-traditional, products for trackside and bedside. For more information about Commitment Line Apparel, Inc. and PitStopShop.com, visit http://www.pitstopshop.com/, e-mail commitmentline@verizon.net, or call (941)377-5009.
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