New Attitude Sports International

New Attitude Sports International - History

by Tony Peters Co-founder

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The idea for the business came from a chance comment made by my wife in July 1996 while we were attending the biennial National Black Arts Festival in Atlanta. As I was getting dressed one morning to go to the festival events, my wife asked if a pullover shirt with an African pattern I planned to wear that day was a "golf" shirt. I said "No", but thought, "What a terrific idea! -- Afrocentric golf apparel!"

My wife and I had just begun to play golf and Tiger Woods was also just breaking onto the scene. The time seemed right for such a product. And I theorized that if the idea had been launched, Atlanta would be the perfect location. So, to my wife's dismay, we got into the car and drove around to a number of the pro shops and sporting goods stores to do some on-the-spot market research instead of going to the art exhibits. My research found nothing even remotely similar to the vision quickly forming in my brain for a bold, expressive, new style of golf apparel reflective of the energy being unleashed in the historically conservative game of golf by Tiger Woods.

Upon my return to Connecticut, I continued my market investigation by scouring magazines, pro shops, and the Internet, but once again found nothing similar.

The Creator works in mysterious ways and as it turned out, the woman I worked for was quite a seamstress. She, in fact, made the first three prototypes. The shirts were an instant sensation. It has been a mad scramble since then to keep up with the demand and to continue to expand the line while still holding down a full-time job.

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New Attitude Sports International, Inc. is a minority firm wholly-owned by Suzanne and Tony Peters. We design, manufacture, and distribute a full line of upscale yet affordable golfwear and sports apparel for both men and women. We use colorful African-inspired patterns in our designs thus giving you the opportunity to wear more expressive attire. The look, fabric, sizes, price points, and distribution strategy are programmed to reach a major portion of African-American males and females in the U.S. Our fashion forward styling uniquely positions us to capture significant market share in the underserved segments of the golf apparel and sportswear market recently energized by the emergence of exciting, young, multicultural sports personalities.

At New Attitude Sports International, our vision is to create styles that make it easy for you to feel good about looking good. Our mission is to build a strong brand name for quality products from multi-cultural designs and to actively support the multi-cultural communities we serve and sell to. Our motto is "Even if you play bad, you can still look good!"

The name for the company actually started out as Gangsta Golfwear -- Golfing with an Attitude! We felt that was a little too "in your face" and shortened it to Golfwear With an Attitude. Since everything about our product was "new" we changed the name to Golfwear with a New Attitude. We didn't want to limit our growth potential to just golf so the name became New Attitude Sports. "International" was added to the name to capture our vision of a global company drawing on multi-cultural designs from around the globe for its products and simultaneously selling to customers all over the world.

The backgrounds of the principals are about as far from the retail fashion business as can be imagined. Both have long careers in banking and finance. Tony was a U.S. government bond trader on Wall Street for one of the premier investment banking firms, while Suzanne's career spans more than 20 years in the international finance division at one of the world's largest banks. Tony, however, has always had entrepreneurial aspirations and has launched several ventures including a computerized investment analysis system which he developed and successfully marketed nationally.

The distribution strategy for New Attitude Sports International, Inc. is to initially use direct response channels such as the Internet, magazines, catalogs, shows, and direct mail. This will be followed by a move into boutiques and specialty shops and finally a move into the mass merchandisers.

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In the meantime, our immediate goal is to be the Number One online supplier of Afrocentric golf wear and sports apparel. While we do have some competitors who are minority sports apparel suppliers, their offerings tend to be similar to what one might find at most other golf apparel sites -- white, knitted cotton polo shirts with color accent trim and a breast insignia.

When you tire of looking at the same old stuff, click on http://www.new-attitude.com for the new look in golf apparel and sports wear for men and women. Your search has finally ended. Break the pattern by changing your attitude. Order securely online. Our site is fully interactive. We unconditionally guarantee your complete satisfaction and have a no hassle refund policy.

If you are looking for a unique item for your next corporate or group outing, contact us. We have volume discounts and also welcome resellers. Contact information is available on the website. What are you waiting for? Click here now http://www.new-attitude.com.

Please call toll free 877-639-8833 if you have further questions.

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