MBT Footwear will present free-to-the-public Lifestyle Festival at the 2010 Amgen Tour of California
LOS ANGELES (April 21, 2010) - MBT, the creator of the physiological footwear category, and AEG today announced that MBT will be the official sponsor of the fifth annual Lifestyle Festival at the Amgen Tour of California, which will be located in each finishing city of the race. The MBT Footwear Lifestyle Festival is an interactive, eight-day, free-to-the-public festival that will travel, once again, with the internationally sanctioned professional cycling stage race.The popular MBT Footwear Lifestyle Festival gives cycling enthusiasts a place to experience the spectacle of race day in the hours leading up to the exhilarating stage finish. Located near the finish line of each daily stage, the festival will feature race-day activities such as health screenings, cancer awareness education, live music, food, entertainment, sweepstakes drawings, bicycle safety, family activities, interactive displays and presentations featuring dozens of participating vendors.
In addition to the creation of a special MBT Footwear Lifestyle Festival logo, which will be incorporated in signage throughout the festival, on collateral assets, on the official race website and in television and radio broadcasts, MBT will receive prominent placement of their branded "Shoe Store" booth onsite.
"The opportunity to participate in a world-class event such as the Amgen Tour of California and provide the athletes the best technology for their recovery is something MBT is very proud of," said Molly Heaney, director of marketing for MBT. "We are looking forward to having a bigger presence at the Lifestyle Festival and offering the MBT experience to the spectators and cyclists."
MBT's popularity among recreational and elite athletes and their commitment to promoting both the sport, as well as overall health and fitness, makes the company the perfect fit for the 2010 Amgen Tour of California. MBTs are one-of-a-kind shoes that help engage the entire body in a way no other shoe can. MBT soles create an instable, fluid movement, which improves post-workout recovery, reinforces proper posture and helps engage muscles that often are neglected in traditional sport-specific training, infusing a competitive edge second to none.
"The MBT Footwear Lifestyle Festival is a very important piece of the Amgen Tour of California," said Andrew Messick, president of AEG Sports, presenter of the race. "It provides the perfect opportunity for many of our partners and dedicated companies to share the message of health and well-being with the race communities and fans, as well as gives race goers a place to meet and experience the free entertainment the festival has to offer."
The festival also will give the public an opportunity to explore professional cycling while awaiting the peloton. A big-screen TV featuring live coverage of the race along with commentaries by race experts and interviews with local dignitaries and racing insiders will help keep spectators apprised of the exciting race action. Fans also will be able to watch the explosive sprint to the finish and the awards ceremony where jerseys will be presented to the day's top riders and overall race leader.
The MBT Footwear Lifestyle Festival will offer a unique experience each day, showcasing the local flavor of each of the eight finish cities. Visitors will be able to:
- Get physical with health and fitness tests at the Health & Fitness Expo
- Be a part of Amgen's Breakaway from Cancer™ initiative, raising awareness of the important program and services offered by the National Coalition for Cancer Survivorship, Patient Advocate Foundation, Prevent Cancer Foundation and The Wellness Community
- Collect freebies from Amgen Tour of California sponsors and participating companies
- Learn bicycle safety, check your bike at the bike valet and enjoy great bargains on gear, gadgets and more in the Cycling Center
- Pick up cool race merchandise and a commemorative program in the Amgen Tour of California Race Central Pavilion
- Stay connected with fellow fans and the day's race with live coverage on the big-screen TV near the finish line
The MBT Footwear Lifestyle Festival will take place in each of the finish cities (Sacramento, Santa Rosa, Santa Cruz, Modesto, Bakersfield, Big Bear Lake, Los Angeles and Thousand Oaks) from 11 a.m. until 4:30 p.m.
For information about getting involved with the MBT Footwear Lifestyle Festival, please contact Russell Chase at (213) 763-2652 or rchase@aegworldwide.com . For more information about the 2010 Amgen Tour of California, please visit www.amgentourofcalifornia.com.
About the Amgen Tour of California
The largest cycling event in America, the 2010 Amgen Tour of California is a Tour de France-style cycling road race presented by AEG that challenges the world's top professional cycling teams to compete along a demanding course from May 16-23.About MBT,
MBT, creator and innovator of the physiological footwear category, is the first and ONLY brand that features exclusive, revolutionary and patented worldwide technology designed to limit harmful impact to joints, improve posture and tone muscles. Despite other products attempts to claim similar results, no footwear offers MBTs innovative comprehensive benefits and has the science to prove it, which is why MBTs are backed by extensive independent research and endorsed by medical and sports professionals alike.The MBT line, the seminal brand and product of Masai USA Corporation, a wholly owned subsidiary of Masai Group International, Ltd, is now available in 28 countries around the world. Introduced into the U.S. market in 2003, MBTs can be purchased at finer specialty retailers nationwide. Visit MBT on the web at www.mbt.com.
About Amgen
Amgen discovers, develops, manufactures and delivers innovative human therapeutics. A biotechnology pioneer since 1980, Amgen was one of the first companies to realize the new science's promise by bringing safe and effective medicines from lab, to manufacturing plant, to patient. Amgen therapeutics have changed the practice of medicine, helping millions of people around the world in the fight against cancer, kidney disease, rheumatoid arthritis, and other serious illnesses. With a broad and deep pipeline of potential new medicines, Amgen remains committed to advancing science to dramatically improve people's lives. To learn more about Amgen's pioneering science and vital medicines, visit www.amgen.com. To learn more about Amgen's Breakaway from Cancer initiative, visit www.breakawayfromcancer.com.About AEG
AEG is one of the leading sports and entertainment presenters in the world. AEG, a wholly owned subsidiary of The Anschutz Company, owns or controls a collection of companies including facilities such as STAPLES Center, The Home Depot Center, Sprint Center, The O2, Nokia Theatre L.A. LIVE and Nokia Theatre Times Square; sports franchises including the Los Angeles Kings (NHL), two Major League Soccer franchises, two hockey franchises operated in Europe, management of privately held shares of the Los Angeles Lakers, the ING Bay to Breakers foot race, and the Amgen Tour of California cycling road race; AEG LIVE, the organization's live-entertainment division, is a collection of companies dedicated to all aspects of live contemporary music performance, touring, and a variety of programming and multi-media production. For more information, visit AEG today at www.aegworldwide.com.Contacts:
AEGMichael Roth
213-742-7155
mroth@aeg-la.com
GolinHarris
Nicole Okoneski
213-438-8793
nokoneski@golinharris.com
MBT
Raphaella Chiaramonte
MHA Media
5709 Melrose Ave
Los Angeles, CA 90038
(323) 461-1100
rrose@mhamedia.com
