PADI dives into licensing

Marathon Projects to develop and manage programme for scuba diving organisation.
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The Professional Association of Diving Instructors (PADI) has named Marathon Projects as the licensing agent for the brand.

The scuba diving training organisation is given Marathon the rights to develop and manage the programme. It will focus on the PADI brand for swimwear, beach apparel, footwear, waterproof watches and cameras, luggage, dolls, action figures, Halloween costumes, video games, educational toys, health and beauty aids, boats, calendars, travel books and lottery tickets.

"PADI has become synonymous with the sport of scuba diving and dive travel," said Craig Kalter, president of Marathon Projects. "By developing a complimentary line of licensed PADI branded products, our objective is to extend the aura of the PADI brand to other recreational water and beach-related products."

Kristin Valette, PADI Americas VP of marketing and communications, added: "Since its inception, PADI has endeavored to bring the beauty and joy of scuba diving to more people."

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