FORM Athletics Announces Launch

    LAGUNA BEACH, CA, January 12, 2010 /24-7PressRelease/ -- Fresh for the new year, we proudly announce the official launch of FORM Athletics - from the minds of Action Sports powerhouse Mark Miller and champion athlete Urijah Faber. FORM Athletics apparel pays tribute to hard working and dedicated athletes.

FORM Athletics recognizes that athletes and fans alike are ready for something new - apparel reflective of their lifestyle. Free from angry tough-guy graphics of skulls and destruction, FORM Athletics focuses on the positive aspects of being an athlete: performance, commitment, discipline, and heart.

For nearly three decades, FORM Athletics president, CEO, and co-founder Mark Miller has built businesses for iconic brands. Focusing on action sports and youth culture, Miller was responsible for launching the insanely successful M3 snowboard line, and his work with DC Shoes helped make the trademark a household name. When Miller identified the underserved market and huge potential of Mixed Martial Arts and likeminded sports, he seized the opportunity to "build a business, lead a team, and do something meaningful."

Miller tapped fellow visionary Urijah Faber, known for bringing a surf-and-skate style to Mixed Martial Arts and the WEC as "The California Kid." One of the most successful fighters and unfailingly popular athletes in the history of the sport, fight cards with Faber achieve WEC record-breaking viewership and continue to double typical event attendance. As testament to Faber's skill and perseverance, he fought through 4 rounds at WEC 41, despite a dislocated thumb and a broken hand! Coming back from this injury, he's eager to show the fans - and his competitors - just what they've been missing. With his positive attitude and passion for the "art" of mixed martial arts, Faber exemplifies everything FORM stands for.

FORM Athletics is infused with surf-and-skate aesthetic, Miller comments, "We see FORM as a merger between performance and lifestyle, and we offer clothes you can wear both in competition and in everyday life. Expect premium products with great materials, great fit, and great style." Miller says, "Urijah and I are both passionate about doing something meaningful and making people aware of the positive benefits of sports and a healthy lifestyle."

FORM Athletics is partnering with Urijah Faber's sponsor AMP Energy, designing Faber's walk out gear. FORM Athletics has also created a limited co-branded collection with AMP Energy. Check out the website for more details.

FORM Athletics is available January 10, 2010 through FORMathletics.com, Zappos.com, and MMAwarehouse.com and will be on the floor of other select retailers later in the month.

View the collection at: FORMathletics.com

About FORM Athletics (FORMathletics.com)
Founded in 2010 in Laguna Beach, CA, FORM Athletics produces apparel that is a tribute to hard working and dedicated athletes. FORM Athletics supports and promotes a healthy and active lifestyle. Founded by sportswear veteran Mark Miller and WEC former Featherweight Champion (and contender) Urijah Faber, FORM Athletics merges the ease and comfort of the California lifestyle, with the discipline and techniques of martial arts. FORM Athletics is committed to premium quality, superior materials, and perfect fit apparel.

About AMP Energy (ampenergy.com)
AMP Energy is a product of Purchase, N.Y.-based Pepsi-Cola North America Beverages (PCNAB). PCNAB is a division of PepsiCo, which offers the world's largest portfolio of billion-dollar food and beverage brands, including 18 different product lines that each generate more than $1 billion in annual retail sales. Our main businesses - Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade - also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in over 200 countries. With more than $43 billion in 2008 revenues, PepsiCo employs 198,000 people who are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. For more information, please visit pepsico.com.

Media Contact:
Piney Kahn
[email protected]
M: 503.260.8697

Milk Milk is a marketing and public relations firm, working as a collective and focusing on youth culture, the arts, fashion and action sports. For further information, please contact us at: [email protected] or 503.213.3510

# # #