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Pharmaceutical industry

Etonic Athletic and American Diabetes Association Forge Alliance to Promote Diabetes Prevention and Awareness

Strategic Insights

— 1 min read

In a collaborative effort, Etonic Athletic and the American Diabetes Association (ADA) have formed a new alliance to fund the prevention and cure of diabetes. The partnership aims to raise awareness about the devastating disease, which affects an estimated 18.2 million people, and to promote healthy lifestyles through foot health and regular exercise. The ADA, founded in 1940, is the nation's leading nonprofit health organization dedicated to diabetes research, information, and advocacy.

Key Takeaways:

  • The alliance between Etonic Athletic and the ADA is expected to generate upwards of $250,000 to benefit people affected by diabetes.
  • Etonic's sponsorship program includes the introduction of the Pro Health Walker, an ultra-lightweight and comfortable walking shoe that will prominently feature the ADA logo.
  • The Pro Health Walker will be available at select retail locations in March 2004, with full national distribution by July 2004.
  • Etonic will donate $1 per pair of Pro Health Walkers sold to the ADA in the name of the retailers where the shoes were purchased.
  • The program involves the participation of Etonic's national retail customers, who will provide advertising, in-store messaging, and point of purchase materials with information about diabetes, foot care, and foot health.
  • The alliance also includes the sponsorship of local ADA walk-a-thons and expos, which will take place in 16 cities across the country, providing diabetes education and medical products on-site.
  • Etonic's Hall of Fame marathoner, Bill Rodgers, will make appearances in four ADA/Etonic-sponsored events in 2004 to raise consumer awareness of diabetes and to increase participation in the walk-a-thons.

Statistics:

  • An estimated 18.2 million people are affected by diabetes in the United States (Source: ADA).
  • Etonic's sponsorship program aims to generate upwards of $250,000 to benefit people affected by diabetes.
  • The Pro Health Walker will be available at select retail locations in March 2004, with full national distribution by July 2004.
  • Etonic will donate $1 per pair of Pro Health Walkers sold to the ADA in the name of the retailers where the shoes were purchased.
  • Over 100,000 people participate in the ADA walk-a-thons and expos per year.
  • The ADA conducts programs in all 50 states and the District of Columbia, reaching more than 800 communities (Source: ADA).

Sources:

  • American Diabetes Association (ADA), founded in 1940
  • Etonic Athletic Worldwide
  • Keith Miller for Etonic Athletic Worldwide
  • PR Newswire (January 20, 2004)

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