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Article

LIFETIME LAUNCHES HIGH-PERFORMANCE BASKETBALL BRAND

June 13, 2000

CLEARFIELD, Utah -- Lifetime Products, Inc., has launched Mammoth Basketball Equipment, a brand of high-performance basketball systems dedicated to the sheer strength and power of arena-style play with exclusive innovations.

Mammoth Basketball Equipment is comprised of three massive bolt-down units, each housing a series of never-before-seen features that provide the purist of the game with strength and stability, as well as a sense of grandeur.

Lifetime, a leader in home basketball equipment with an established reputation for quality mid-grade basketball systems, named the new stand-alone brand for its enormous size and enhanced attributes. Initial thoughts were to promote the brand under the Lifetime umbrella, but Lifetime believed that "Mammoth" better exemplified the characteristics of the equipment.

"The Lifetime brand is to basketball what Honda is to cars. Both very reliable and trustworthy," says Lifetime Marketing Director Aaron Hill. "Mammoth, on the other hand, is the Mercedes-Benz of basketball equipment. The embodiment of strength, dependability and quality."

Mammoth exclusive innovations include the patent-pending Rapid-Cam Adjustment System. Consisting of dual air shocks, counter-balance springs and twin-cams, the system makes lifting and lowering the backboard smooth and effortless.

"Rapid-Cam is another instance of Lifetime recognizing home basketball industry demands and relentlessly pursuing a qualified answer," says Communications Manager Darcie Liptrot. "The system allows even small players to adjust a 350-pound backboard instantly and without strain."

The Mammoth brand is a progressive strategy addressing the recent surge in high-end basketball systems.

"Upper-end systems have become a significant part of the basketball equipment business. Today consumers are investing in units that are loaded with features that didn't sell five years ago," says Hill.