Ahnu Footwear surpasses 800-door milestone with The Walking Company and Eddie Bauer

Bay-area brand continues steady growth with major retail additions for spring 2009

ALAMEDA, CALIFORNIA (December 8, 2008) – Heading into their second winter with unseasonably warm news, Ahnu Footwear (www.ahnufootwear) this week announced two new retail partnerships that will send the young brand past the 800-retailer milestone in spring 2009.

Both The Walking Company and Eddie Bauer will begin carrying Ahnu men’s and women’s designs, bringing the brand’s inspired lifestyle and performance footwear to a diverse national audience.

“Although much has changed in the marketplace since Ahnu arrived, one constant has been consumer eagerness to find the right value for their money,” said Jim Van Dine, president of Ahnu Footwear. “By linking social responsibility, lightweight comfort, cutting edge performance and forward-looking fashion to a realistic price tag, Ahnu continues to be well received.”

The partnership with The Walking Company will add 50 retail doors for Ahnu, while Eddie Bauer will deliver the brand to 213 storefronts in North America.

Ahnu Footwear debuted in spring 2007 in 263 storefronts. Today, just 18 months later, the brand has steadily grown their retail base by more than 90 percent to a mark of 500 storefronts. The growth to 800 retailers by next spring will reflect more than 200 percent growth.

The manageable pace of growth set by Ahnu has been achieved through a consistent commitment to specialty retail storefronts.

Specialty outdoor, running and fashion retailers account for 85% of Ahnu’s face to the public and, according to Van Dine, will always be at the core of the Ahnu brand presence.

“As much as I enjoy giving credit to the Ahnu team for our growth, there’s no doubt that our retailers are an essential part of our brand’s success,” added Van Dine.

Ahnu Footwear is built for uncompromising performance in all environments, including trail running, outdoor cross-performance, and travel. Ahnu’s unique “go anywhere” design philosophy is centered around the balance of performance and lifestyle and a commitment to the highest possible environmental and social standards. A portion of Ahnu ownership is held in an outdoor trust, permanently committing a portion of their future success to conservation and advocacy work.

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Men shop on Mars, Women shop on Venus

Sparked by a new website design, Ahnu Footwear initiates a strategic shift in how it communicates with male & female consumers

ALAMEDA, CALIFORNIA (December 3, 2008) – With the launch of a new website and a series of upcoming branding initiatives, Ahnu Footwear (www.ahnufootwear.com) is making a distinct shift to allow gender-specific communication to male and female audiences.

While traditional marketing pushes for a consistent look and feel across an entire brand to all audiences, Ahnu will embark on a different path … honing their brand for two constituencies with distinctly different desires.

“The reality is that men and women are seeking different things, even from the same brand. At Ahnu, we’re acknowledging that reality not just through product with technical features and color palettes, but with the overall brand experience as well,” said Jim Van Dine, president of Ahnu Footwear.

Ahnu’s gender-specific approach begins with their products. Since their launch in 2007, Ahnu’s unique men’s and women’s collections have embodied distinct aesthetic and performance attributes . And in coming seasons, that edge will become even sharper.

The Ahnu branding difference continues with a shift in art direction, which began with subtle changes to their new website, www.ahnufootwear.com, which launched this week. In the new website, the delineation between Ahnu’s men’s and women’s collections – in both structure and execution – lays the foundation for gender-specific branding and outreach.

Ahnu will also unveil a new packaging strategy in the coming months that will directly affect the hands-on experience of male and female consumers. The look, feel and informational content will be shaped and micro-branded to appeal to specific genders.

“The immediate comfort and noticeable style of Ahnu designs have continually drawn a strong, positive reaction from both men and women,” added Jacqueline Lenox, vice-president of marketing and design. “Through these branding adjustments, we’re simply continuing that conversation in a way that makes sense.”

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