The Professional Squash Association (PSA) is celebrating a joint clothing collaboration with Yellow Dot, a brand that is defined by heritage and integrity in the squash market place.

From its early roots in the 1970s, Yellow Dot established a unique reputation as a successful manufacturer and retailer of high performance squash apparel for both the traditional player and the professional user.

PSA has long been seeking a suitable partner to endorse a range of clothing textiles that exploits and enhances the specific experience of the best players in the world, to assist in the development and production of the most appropriate materials and designs that will suit squash players of all standards to maximise the enjoyment and comfort of their game.

PSA Chief Executive Gawain Briars explained: ‘It has made sense for some time for the PSA to find a key clothing partner to brand the players’ Association with high performance textiles to suit the modern game. I am very pleased to announce an exclusive three-year licence agreement with Yellow Dot clothing, whereby squash clothing, products and accessories will be designed, manufactured and retailed to both the general squash market and performance players at all levels.

‘Yellow Dot founder Brian Hewitt has established well-respected pedigree in this field and I am also fully confident in the capabilities of John Howarth, Sales Director of Genesis, who will conduct the operational process of the agreement,’ Briars added.

‘When you consider the wealth of experience we have in PSA from professional players who know exactly what it is they require from squash garments to suit the demands they expect of their clothes, from fashionable images to rugged reliability, then it seems a logical fit that a clothing company should wish to engage our services to commence production of what should be bespoke squash equipment for the 21st century,’ Briars continued.

The PSA and its top players have already gone through many months of design and test meetings with Yellow Dot, which have resulted in a launch range that is certain to impress squash consumers.

‘We have every confidence in our new Yellow Dot partner to deliver the quality product and to quickly establish customer-friendly systems of purchase, including on-line sales and via local clubs, that means the best clothing for squash will be available to those that wish to use it as soon as possible,’ Briars concluded.

John Howarth commented: ‘Genesis have been providing technical kit, training wear and leisurewear solutions to many sporting organisations over the past nine years and we are delighted to announce this partnership with the PSA. We have been working with Brian Hewitt, brand owner of the Yellow Dot trade mark, for a number of years and when the opportunity came along to re-launch Yellow Dot as ‘the brand’ in the squash market place, the opportunity was too good to miss.

‘We will be producing a full range of Yellow Dot/PSA co-branded merchandise which will be ready to launch in August 2004 and will include garments such as t shirts and polo shirts through to tracksuits and training tops. The range will utilise cutting edge design with some of the finest sports fabrics available, providing a range that is both eye-catching and highly practical for the sport,’ Howarth added

The PSA/Yellow Dot range will initially be available to buy via the internet at www.yellowdot.net (site not live until late May) and also through local club shops and major tournaments thereafter.

Yellow Dot was the brainchild of Brian Hewitt who, three decades ago, saw a gap in the market in which all other clothing was essentially for the tennis market or ‘secondary’ merchandise produced by racket or shoe manufacturers, without being tailored to the specific demands of squash. Hewitt’s marketing expertise and ‘design savvy’ was sufficient for him to achieve the ultimate endorsement of the very best players at that time, including Geoff Hunt, Gogi Alauddin, Qamar Zaman, Mohibullah Khan and Hiddy Jahan – all of whom wore Yellow Dot on the international circuit.

For further information:
Howard Harding
Tel: (44) 1737-243333 or (mobile) (44) 7773-325130
Fax: (44) 1737-222787
Email: HowHard@aol.com