Japan market - PHENIX

Brand positioning

In 1953, "PHENIX" was established by Mr. Tajima Kazuo, an outdoor sporting enthusiast, and quickly earned high praise and widespread fame in skiing, alpinism, gliding and kayaking. Mr. Tajima devoted his whole life to his favorite outdoor sports at which he not only excelled but also gave his best efforts to help those who loved them, too. PHENIX DNA brings together all his ideas and passes them on from generation to generation.

Like its founder, the PHENIX company itself has been deeply devoted to all extreme outdoor sports, including skiing, and hopes to provide the finest support for outdoor sports enthusiasts through its fine line of products. The Company's technical R&D Centre with over 25 years' history has professional development techniques for creating advanced sportswear based on years of research into sports dynamics and physiology. Over the years year, this knowledge has been applied to a wide range of functional materials to meet the demands of leading athletes across the world.

PHENIX revels in the joys of sporting competition. How to extend techniques and function to aid sports is the DNA of PHENIX which has been passed down until now as taught through Mr. Tajima's words and deeds. Combining function that provides the body with comfort and protection as well as a fashion sense that makes people feel stylish and happy results in the "creative idea" of feasting on sports. This is how PHENIX has opened up a brand new world!

Product Introduction

PHENIX owns a number of popular brands such as PHENIX, X-NIX, INHABITANT and KAPPA which have been widely hailed by consumers.

• PHENIX
  As an international top brand within the industry, PHENIX focuses closely on product function and fashion, seeking perfection in every detail. Function and fashion blend beneath simple designs and beautiful shapes. The wide application of functional materials allows PHENIX to respond quickly to environmental changes during different seasons. The result is excellent resistance to cold even in freezing conditions. With PHENIX, we can see the detail-oriented mindset of the Japanese and the R&D philosophy of emplying the designs of other products and industries. These products are more than just outdoor gear, they represent apparel that reflects today's fashion trends.

• X-NIX
  "X-NIX" is a snowboarding apparel brand that has rapidly grown in popularity. Created by fusing function and fashion, the brand includes various styles of gear and accessories. Multiple tests with the full support and co-operation of top snowboarders, this professional brand offers excellent water resistance, flexibility and heat preservation, which allows for greater snowboarding enjoyment under any weather conditions.

• INHABITANT
  "INHABITANT" literally means "aborigines" which is an apparel brand mainly for young people covering almost all extreme sports like surfing, snowboarding, wakeboarding unleashed, BMX and skateboarding, as well as entertainment and lifestyle activities, like DJing. Just as the name name implies INHABITANT includes the individual spirit and passion of X generation; that is, we are all INHABITANTs. INHABITANT commits itself to constantly providing "aborigines" with various unique and fashionable sportswear and regular apparel, such as diving suits and snowboard suits made of high performance materials, as well as casual sportswear made of renewable cotton and sweat-releasing materials.

• KAPPA
  Since launched in Japan in 1983, KAPPA has been focusing on sports and committing to provide people who enjoy sports with fashion and comfort during sports. It is what KAPPA has focused for a long time to sense every athlete's hot breath, to subtly detect any change of their facial expression, to correctly respond to the climatic and environmental changes where they are, and to extend a maximum presentation of their healthy and energetic moment as well as their personality. The spirit and passion in athletes are the power promoting KAPPA to achieve continuous progress and development. In 1994, PHENIX Company bought all rights of KAPPA in Japan so that PHENIX's philosophy based on sports obtained a better development and extension. Currently, products of KAPPA (Japan) include collections of athletics, casual and golf.

Distribution Network
Currently, sales outlets are located at popular skiing areas in Japan, Korea, Australia, Europe, Canada and United States. In 2009, our group will be expanding the brands to the mainland China market, providing high quality and well designed ski wear.

Marketing and Promotion
Sponsoring professional skiers and teams is the major marketing and promotion strategy of PHENIX which was appointed the official supplier of the Japan National Ski Team at the 2010 Vancouver Winter Olympics. Moreover, the Norwegian Alpine Ski Team and many excellent Japanese skiers, including Akira Sasaki, Seika Matsuzawa, Daisuke Sasaki and Yasuko Kono all sponsored by the PHENIX brand while top skiers like Daisuke Murakami, Katsufumi Matsui, Daniel Frank, Zi Fujinuma, Keiko Inamura, Qiki Tosaki, Kohei Kawaguchi and Takayuki Fujiwara and others have long been sponsored by X-NIX.