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Road ID Turns to Athletes to Spread the Word on Safety

FORT MITCHELL, KY. - Sept. 3, 2003 - Road ID®, the leading provider of identification for active people, has turned to endurance athletes to spread the word about the importance of wearing identification during outdoor sports and activities. More than 600 athletes nationwide, including runners, cyclists and triathletes, are wearing branded Road ID apparel and Road ID identification products while educating peers at weekly workouts and weekend races. The program also provides sales incentives that include monthly cash prizes to top-selling athletes and product discounts to athletes' peers. Athletes can also compete for a grand prize, four-day cruise at the end of the year. The sponsored athletes, managed through a program developed by The Active Sports Marketing Group (ASMG), will interact with more 2,400,000 athletes at more than 4,200 events this year. ASMG provides integrated marketing programs for companies that want to reach active consumers.

"These sponsored athletes are not only getting the safety message out, they're selling our products onsite at running trails, beaches, group rides and weekend races. The best testimonial for the importance of wearing identification during outdoor activities is from one athlete to another. ID for endurance athletes has been overlooked for too long. Our sponsored athletes are helping their peers understand the importance of making identification part of their gear," said Edward Wimmer, president and co-owner, Road ID.

According to statistics from Road ID, each year over 450,000 people are taken to hospitals unconscious and without identification. Last year alone, over 122,000 runners, walkers, and cyclists were hit by cars. Thousands more fell victim to blackouts, concussions, heart attacks, heat strokes and other serious accidents.

"Wearing identification provides safety and peace of mind for athletes and their loved ones. Identification can prevent serious delays in medical treatment and possibly save lives," added Wimmer.

All sponsored athletes receive a free Road ID tag and a custom sales kit that contains order forms for selling tags to their peers. Kits contain product information, a $2 discount, and an order form. Top-selling athletes can earn $100 cash each month and be entered for a chance to win a four-day Carnival Cruise at the end of the program. For every five Road ID products sold, athletes receive one entry into the program's grand prize drawing.

A father and son business (Edward and Mike Wimmer), Road ID started out of Mike's concern for his son Edward's safety while training for his first marathon. Road ID was founded to educate runners, cyclists, walkers, hikers, rollerbladers - anyone active - about the importance of wearing identification in case of unexpected accident. The company's line of customized, laser engraved stainless steel identification tags can be worn as an integral part of anyone's gear: on the wrist, shoe, ankle or around the neck. They are fashionable, durable, lightweight and can be worn under clothing so as not to affect performance. For more information about Road ID, visit or call 1-800-345-6336.

Marketing services from The Active Sports Marketing Group (ASMG), part of The Active Network, help brands develop meaningful relationships with active consumers. Through integrated marketing programs that include event marketing, product sampling, licensing, sponsorships, peer-to-peer promotions, and online and traditional media, ASMG provides unique access to the nation's largest aggregated participatory sports community. Clients include Beiersdorf, CNS, ConAgra, Nike, Pepsi-Cola North America, Procter & Gamble, Schering-Plough, Timex Corporation, Unilever and others. To find out about ASMG services, e-mail For information about The Active Network and its properties, visit

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