So Goodbye Lowe Alpine Adrenaline...
... and hello Lowe Alpine 'Rush' - the name's changed but the kit remains exactly the same lightweight, Triplepoint Mica waterproof gear it always was
Posted: 12 September 2003
by Jon
If you take a look through the latest Lowe Alpine catalogue, you
might be forgiven for wondering what on earth's happened to the
longstanding lightweight Adrenaline jacket, pants, smock and so on.
It's simply not there...
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The jacket formerly known as
'Adrenaline'
now answers to the name of 'Rush'
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... or rather it is, just with a different name. Yep, from this
winter onwards, all the items previously known as 'Adrenaline' are
now called 'Rush', so we get the 'Rush Jacket', 'Rush Tech Jacket',
'Rush Anorak' and so on.
The fabric, designs and intended use are the same, it's just
the name that's changed. Why? Turns out someone had sneekily
registered the Adrenaline product name and as a result Lowe Alpine
can no longer use it. Mad really, and let's face it, there's quite a
few products out there called 'Adrenaline', including, rather
ironically, the Adrenaline Rush adventure race.
Right now we're off to register as many potential outdoor kit
names as we can: Pinnacle, Phantom, Ridge, the word 'Lite', Crag etc.
Please forward any enquiries to our patent attorney, we'll be sunning
ourselves in Bermuda...
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