Posted: October 12, 2006

Athletics: Follow the Historic 50-50-50 Challenge of Ultra Marathoner Dean Karnazes

WiggleWireless, Cytomax, The North Face and Timex partner to track journey SAN DIEGO - WiggleWireless, a mobile media company connecting mobile phone users to relevant and requested information, joins forces with Cytomax, The North Face and Timex to track the challenging journey of Dean Karnazes as he attempts The North Face Endurance 50 (E50), 50 marathons in the 50 United States within 50 consecutive days. Since September 17th, WiggleWireless has offered fans and athletes alike the opportunity to monitor Dean's 1,310 mile challenge with real-time updates delivered instantly to their mobile phones. The E50 campaign utilizes WiggleWireless' Mobile Media Portal, which joins together Cytomax, The North Face and Timex while maintaining each unique brand identity. WiggleWireless is making it possible for people to journey with Dean and experience his highs and lows over the 50 day challenge. "Those who track Dean on their mobile phones through WiggleWireless can expect to be intrigued, entertained and inspired," said Jeff Pokonosky, President of WiggleWireless. WiggleWireless, Cytomax, The North Face and Timex will give mobile participants a front row seat at this most extreme endeavor. Cytomax is the official performance drink for the E50 and has helped Dean achieve many of his ultra-endurance running goals over the years. As the lead sponsor of the mobile marketing campaign, Cytomax will report directly to consumers on how Dean is doing each day and the latest behind-the-scenes happenings with the event. Cytomax will provide daily insight on Dean's hydration plan, recovery efforts each afternoon and the unpredictable things that are bound to happen as the E50 runs across the country. The North Face will provide information on Dean and The North Face Endurance 50 events, delivering relevant content on: * Dean's physical condition as he completes each marathon; * The Finish Line Festival at each event finish line location, including highlights from each day's run and post-run event; * Dean's gear, including The North Face Arnuva 50 Boa and other apparel from The North Face Endurance Collection. Timex will provide information on Dean's heart rate and run times during the challenge to mobile phone users. For updates on Dean's progress during the Endurance 50, go to: TimexTracker.com.

Ryan Lamppa, Running USA Media Director
(805) 696-6232; Fax = (805) 659-0016
Ryan@RunningUSA.org
www.RunningUSA.org.

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