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Mark Mathews Named Director of Sales

July 26, 2006

For Immediate Release

Contact Information
Dana Pluss
Scream Agency
303-893-8608 ext. 204
dana@screamagency.com

Mark Mathews Named Director of Sales

Louisville, Colo (July 26, 2006) - Sierra Designs, a technical leader of innovative outdoor clothing and gear and Ultimate Direction, a manufacturer of high-performance hydration systems today announced that Mark Mathews has been named its new director of sales, effective July 31, 2006.

Mathews brings over 15 years of outdoor industry sales and management experience to Sierra Designs and Ultimate Direction. Most recently, he was director of sales for Vasque Footwear and Irish Setter Footwear. In this role Mark was responsible for managing sales for two separate brands and led and directed a combined total of 60 independent sales reps.

"Mark has a proven track record in both sales and product management in the outdoor industry and is the perfect person to direct the sales team at Sierra Designs and Ultimate Direction," said president Paul Gagner. "His extensive past experience in the area of product development, including concept to launch execution, inline product management, product presentations as well as overseeing product development make him a tremendous asset for our two brands. We are very happy to welcome him to our team."

Starting off his career as a financial analyst and a field biologist, Mark took his knowledge of finance and business and led himself into his greatest passion — the outdoors and the outdoor industry. Prior to his work with Vasque Footwear and Irish Setter Footwear, Mark worked a as a territory sales representative in Kansas City, MO for such brands as: Vasque, Eagle Creek, Cascade Designs, Smartwool and BlueWater to name a few. Previous to his time as a rep, he worked on the floor of several outdoor specialty retailers in the Kansas City area where he conducted sales training, supervised employees, and purchased and developed advertising and promotions strategies.

"I am very excited to be joining the Sierra Designs and Ultimate Direction team," said Mathews. "Throughout my career, the outdoor industry in general and Vasque specifically, have given me the chance to work with great brands and great people, and I am looking forward to taking that to the next level with Sierra Designs and Ultimate Direction. This is a tremendous opportunity for me to bring my experience and energy to these two premier and iconic brands in the industry, and to help these brands achieve their full potential."

An avid participant in outdoor activities including backpacking, climbing, trail running, mountaineering and skiing, Mathews looks forward to moving back to Colorado.

About Sierra Designs
Established in 1965, Sierra Designs is a leading manufacturer of high performance products, including tents, sleeping bags and technical and casual outdoor clothing. The company is dedicated to producing technically superior, innovative products that offer function as well as style. Created by innovators. Used by people in the know. For more information visit their website at www.sierradesigns.com.

About Ultimate Direction
Ultimate Direction manufactures a complete line of bottle and reservoir hydration systems to meet the needs of any athletic training, competition or sport. Ultimate Direction has been a revolutionary player in the hydration pack market for over 25 years and continues to create exceptional hydration systems and technical packs for active athletes. For more information visit their website at www.ultimatedirection.com.


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