The Future Of Performance

MEDIA RELEASE
28 August 2007
For immediate release

The Future Of Performance

Canterbury, a world leader in technically advanced sporting apparel and official sponsor to five of the world's elite rugby teams, is set to revolutionise the technical sports apparel market with the launch of IonX™ - a range of high performance garments designed to give athletes a competitive edge.

Many of Canterbury’s elite sponsorship properties including Air NZ Cup teams, and professional golfers including US Open winner Michael campbell will use this specialist technology incorporated as part of their respective playing kits.

The specialist sport clothing uses a state-of-the-art Ionised Energy Fabric™ which ionises the body through a negatively charged electromagnetic field. This process improves the delivery of oxygen to the muscles through the bloodstream, which in turn increases average output by 2.7% and accelerates recovery.

Ionisation is a natural process which occurs when atoms become positively or negatively charged, such as during electrical storms or in the vicinity of waterfalls. When worn next to the skin, Ionised Energy Fabrics™ provide two key beneficiary effects – an improved level of performance and a faster rate of recuperation.

The increased level of performance occurs as a result of the improved flow of oxygen-enriched blood which creates more energy in the body’s muscles. This helps to raise an athlete’s average power output and in turn improves speed and strength.

The greater transfer of oxygen from the blood to the muscles also has a beneficial effect on the body’s anaerobic energy system, removing excess residual waste such as lactic acid more efficiently. With recovery rates increased training or competition can begin again more quickly.

Canterbury of New Zealand was established in 1904 to manufacture and supply rugby jerseys to the New Zealand All Blacks. The company is now the world's largest and most technically advanced rugby brand and provides official playing strips to many of the world's top rugby teams including the South African, Australian, Irish and Scottish national teams.

Beyond rugby, Canterbury has established itself as the market leader in sports performance apparel with Canterbury BaseLayer and other technical sports equipment now being worn by leading International athletes in the fields of golf, cricket, football, hockey and many more sports.

Hugo Venter, CEO Canterbury of New Zealand - Australasia, said:
“As a company, Canterbury prides itself on the forward thinking and technologically advanced apparel it develops. The IonX™ range not only marks a key moment for Canterbury but also for the technical sports clothing market as a whole.
“This is the first occasion that a sportswear manufacturer has used this level of technology in the development of its products and the IonX™ garments also represent the first time a clothing product has had such a direct, tangible effect on the level of performance and rate of recovery”.

Prof Mike Caine, B.Sc., Ph.D., Director of the Sports Technology Institute at Loughborough University, said:
“The preliminary findings of a study carried out by a team of Sports Technologists at Loughborough University have indicated that athletes wearing IonX treated garments demonstrate an improved level of power output during repeated, short duration maximal efforts."

“With the benefit of time and further studies it should be possible to understand how to maximize the potential of IonX, however it is already clear that the garments have the potential to make a valuable contribution to the performance of athletes during training and competition."

Stockists: 0508 222636 or www.CanterburyNZ.com

ENDS

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