It will revolutionize races & draw millions (maybe billions) of new participants into events
LOS ANGELES, CA – APRIL 1, 2014 – Coeur Sports, a provider of women’s endurance sports apparel announced today that, in an effort to combine its love of endurance sports and coffee and to provide a much needed service to runners, triathletes and cyclists, it has developed a revolutionary new garment.
It is well known that a large number of endurance athletes are fond of coffee, lattes and other caffeinated drinks.
In addition, it is common to have a pacer (also known as a “Rabbit”) involved in running events. The Rabbit is frequently employed by race organizers in an attempt to set the pace and to reduce excessive tactical racing by the competitors.
With that as context, Coeur is thrilled to announce that it has successfully tested a prototype garment that has a full latte, cappuccino & coffee dispensing system attached to it. The garment is called a Java Jacket (the “JJ’) and it is designed to be worn by pace setters during running, triathlon and cycling events. The JJ can provide delicious and much needed caffeine to race participants over a variety of track and road conditions at speeds up to 30 mph.
Coeur worked with Race Directors Jack Murray of High Five Events (www.highfiveevents.com) and Lance Panigutti of Without Limits Productions (www.withoutlimits.co) to test the device and all parties involved are confident that it will work flawlessly.
Murray, an industry veteran stated “At High Five, we believe the JJ will not only improve the race experience for veterans it will likely draw new entrants into the sport of triathlon.” He went on to add “I mean, who wouldn’t want to do an event if they knew a Triple, Venti, Half Sweet, Non-Fat, Caramel Macchiato was available at mile three on the run?”
Panigutti, a former professional triathlete, went on to note “At Without Limits, we knew the market was ready for an “in-race coffee experience”. We just didn’t know who would develop it first. We had heard rumors that several Silicon Valley start-ups were meeting with Venture Capital firms to discuss the concept but progress was stalled due to the fact that all the parties involved were over 25 years old. This was an issue due to the recent passage of a city ordinance requiring all start-up CEOs in the Silicon Valley area to be younger than 24 years of age.
While the JJ is designed to be a self-service device by race participants, it is important that the individuals wearing it have the athletic ability to stay at the front of the pack for the majority of the event. Consequently, races making use of the JJ will employ specially trained athletes to wear the unit.
These individuals will fill the roles of pace maker and coffee expert and will be called Rabbistas. The Rabbistas’ job will be to dispense not only life-giving caffeine but to also provide detailed knowledge about the nature of the beans used in the preparation of the drinks.
While only the running version of the JJ has been successfully tested, a cycling version is expected to be released in the fall.
The JJ and the Rabbistas are expected to make their debuts at the Skeese Greets triathlon (www.skeese.com) in Austin and at the Tribella (www.tribellas.com) and Outdoor Divas triathlons (www.withoutlimits.co) in Denver.
More information and pictures of this revolutionary product are available on the Coeur Sports website at www.coeursports.com.