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Underground Products Surfaces

Media Contact:
Dawn Hamilton


New Advertising Campaign, PR Program and Sales Force Expected to Generate
Increased Awareness and Sales for East-Coast Based Action Sports Brand

SANFORD, Fla., Jan. 23, 2008
- Underground Products (UGP) is pleased to announce the launch of a new marketing campaign and enhanced sales effort for 2008. The streetwear brand, which launched in 1986 in Orlando, Florida, as a BMX apparel brand and later diversified adding wake products, has remained relatively underground with a solid endemic following for more than 20 years. However, 2008 promises to be a stepping stone as the brand looks to share its apparel, accessories, footwear and hardgood products with a broader lifestyle audience.

"UGP started in the BMX industry and maintains strong roots in that category, but has evolved into a complete streetwear collection," says Creative Director, Sebastian Surroca. "What makes UGP unique is how we develop the product and the passion we pour into it. We are a small company and it shows in our attention to detail, quality and construction. We're excited to share our secret with a broader audience and drive awareness of our brand while maintaining our core roots and authenticity."

This year, UGP has launched its first-ever full-scale marketing effort. An advertising campaign is in effect for the 2008 season, which includes full-page print and online ads in endemic magazines such as Ride BMX, BMX Plus, Vital BMX, Alliance Wakeboard Magazine and Wakeboarding Magazine and lifestyle publications such as Vapors.

The brand has also hired west coast-based lifestyle public relations agency KHPR to lead the PR efforts with both consumer and trade publications and additional outside sales representatives to reach out to new markets and increase the retail doors where UGP can be purchased.

UGP is unique in that their staff is made up of athletes who live and breathe the lifestyle. The designers, team managers and sales team typically serve dual purpose as they both work for the brand and ride for the team. Originating BMX team rider Chad DeGroot is now the BMX team's manager, original wakeboard team member Kyle Schmidt is the wake team manager and apparel designer Stef Tor is an integral member of the wakeskating team. This translates into product that is created by riders for riders with their hearts and souls. The passion is conveyed in the end product.

About UGP
Underground Products was launched in 1986 in Orlando, Florida. The brand has a full roster of BMX, Wakeboarding and Wakeskating athletes that travel the world doing what they love, but also developing and designing the UGP product. UGP makes apparel, accessories, footwear and gear. Check out UGP at

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