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October 15, 2012
Rapala Continues To Grow Elite Ice Force Brand
Rapala forms strategic marketing alliance with Polaris Industries
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,” Tom Mackin, president of Rapala
“Over the years, Polaris has evolved its offerings and has become number one in the off-road industry with the best and most-innovative snowmobile, ATV and side-by-side offerings,” Marc Hoffman, corporate marketing manager at Polaris, said. “We are excited to partner with the iconic Rapala brand and its prominent Ice Force line of products. This is the perfect marriage of premium brands serving frozen water fishermen.”
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