RAPALA® CONTINUES TO GROW ELITE ICE FORCE™ BRAND

Rapala Forms Strategic Marketing Alliance with Polaris® Industries Inc.

MINNETONKA, Minn. (October 12, 2012) - Rapala®, the world’s favorite fishing lure and Polaris, the recognized leader in the powersports industry, have formed a strategic marketing partnership, further elevating Rapala’s ICE FORCE brand, which serves the ice fishing market.

This partnership completes Rapala’s fifth business alliance with a Minnesota based company throughout 2012, adding the renowned Polaris brand to Rapala’s industry leading ICE FORCE line of products, the dominant brand in the ice-fishing industry.

ICE FORCE consists of the ice-fishing industry’s premium brands including legendary Minnesota-based Rapala, StrikeMaster, MarCum Technologies, Otter Outdoors and now Polaris, providing consumers and tackle dealers with a complete line of ice-fishing products, including augers, shelters, sleds, electronics, lures, line, accessories, snowmobiles and off-road vehicles.

“The ice fishing industry is a large and growing market,” said Tom Mackin, president of Rapala USA. “Polaris is synonymous with ice fishing enthusiasts as the top brand for getting them and their gear on and off hard water. This partnership is the perfect addition to our premium ICE FORCE brand.”

“Over the years, Polaris has evolved its offerings and have become number one in the off-road industry with the best and most-innovative Snowmobile, ATV and Side-by-Side offerings,” said Marc Hoffman, corporate marketing manager at Polaris. “We are excited to partner with the iconic Rapala brand and it’s prominent ICE FORCE line of products. This is the perfect marriage of premium brands serving frozen water fishermen.”

Polaris is a recognized leader in the powersports industry with annual 2011 sales of $2.7 billion. Polaris designs, engineers, manufactures and markets innovative, high quality off-road vehicles (ORVs), including all-terrain vehicles (ATVs) and the Polaris RANGER® side-by-side vehicles, snowmobiles, motorcycles and on-road electric/hybrid powered vehicles. Information about the complete line of Polaris products, apparel and vehicles accessories are available from authorized Polaris dealers or anytime at www.polaris.com  or www.facebook.com/PolarisOffRoad or  www.facebook.com/PolarisSnowmobiles.

Rapala was unofficially founded in 1936 when Lauri Rapala invented the Rapala fishing lure. Rapala has grown from humble beginnings to become a market leader in the fishing tackle industry.  

The Rapala brand’s functionality and high quality are known by fishermen around the world. Rapala maintains its strict standards of craftsmanship while delivering its fishing products to anglers in more than 130 countries.

For more information on Rapala, please visit www.rapala.com or www.facebook.com/RapalaUSA.