Rapala Continues To Grow Elite Ice Force Brand

Rapala forms strategic marketing alliance with Polaris Industries

News, Polaris

Minnetonka, Minn. - 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, 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," Tom Mackin, president of Rapala USA, said. "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 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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