NBC's Biggest Loser, Season 11 winner, Olivia Ward, and runner-up, Hannah Curlee will join Power Force Apparel CEO Guy Savage at the Power Force Apparel booth at the Magic Show.
According to Savage
, "Professional athletes don't hold the secret to happiness for everyday people.
and company hope that this show will enlighten national vendors, media, and customers to the solid foundation of the Power Force Apparel brand in terms of quality, philosophy and branding efforts.
Guy Savage, CEO, founded his dream company after building a successful career as a real estate investor.
Despite the arduous path he
has endured, Savage
has always believed in the vision of his
inspired and well made apparel.
positive outlook, determination and eagerness to confront potential challenges, he
is the embodiment of his
Founder and Chief Executive Guy Savage is the driving force behind Power Force.
said getting into sneakers and apparel was always a goal for his
company, but it took the money and branding of the bands to propel Power Force
to this point.
"I wanted the Power Force
name out there to help people start to recognize it, but I wanted that to lead to the apparel business to see what we could create," Savage
The shoes and apparel include the same negative ion technology as the arm bands - which many pro athletes believe in but scientists remain dubious of.
makes no claims as to the science or health benefits of his
For those who believe negative ion energy helps them, Power Force products will have it.
For those who don't, the shoes and the clothes should be bought and used for what they are, Savage
"Our message is going to be: 'It's all about you.
It's about your drive, your determination and how that translates into your life," Savage
That's why the shoes will not only come with the ion magnetic chips, but will also include a motivational quote that the wearer can carry with him.
"It's all about, when you put it on, it triggers something within yourself," he
Even the Power Force
logo denotes the "inner force" that Savage
The logo combines the "P" and the "F" of "Power Force" while also displaying radiating energy waves.
"I was exercising and talking to a partner of mine," Savage
"We were talking about inner drive and commitment and discipline - even as it relates to the small things in life.
That's how we came up with the name.
Our tag line is 'power your inner force.' God gave us all these inner forces to work with and we've got to use them, not just waste them."
knows a few things about tapping into that inner force.
"I've been up and down so many times, you can't count," he
"I've been homeless before, living out of my car.
I slept at rest stops, bathed at rest stops.
I worked at any job I could to get gas money and any small amount of food to eat."
finally put down roots in Birmingham and made a small fortune doing real estate deals.
then used that money to help finance Power Force, which began operating 18 months ago.
"I'm a firm believer that we're always going to have struggles in our lives every day, probably three big ones every year," he
"It's how you handle it, how you get up and dust yourself off and get back at it.
Rejection is normal in our lives.
It's how you deal with that rejection and how you turn it into something that's a motivator for you."
, the motivation was realizing a vision for Power Force
Negative ion bracelets were already reaching the point of saturation when Power Force
saw a niche by making the bracelets a way for sports fans to show allegiance to their teams.
"In the very beginning, what we saw was a need out there to show support as a fan," Savage
"You can't really wear your jersey to church.
You can't really wear your school's ball cap to work.
We thought, 'Let's put this on a bracelet and you can wear it all the time and show your support for your team."
The bracelets went on sale in October 2010 and in the last three months of that year generated nearly $800,000 in sales, Savage
said 2011 was just as impressive, though he
didn't release yearly sales totals.
A big boost came when Hibbett Sports agreed to sell the bands at its stores, Savage
Now, the Power Bands bracelets carry the marks of 82 collegiate teams.
Who sells more on a consistent basis?
said believe it or not, it's Kansas University
if you're talking consistent sales over time.
However, the overall biggest seller is the University of Alabama
when you consider the biggest peaks in sales.
and other Southeastern Conference teams also are among the biggest sellers, Savage
The bands are also sold on the company's other website, mypowerforce.com, and sales online are now outpacing store sales by more than two-to-one, Savage
"You're competing with so many other companies in the retail stores," he
"Our target is literally everyday people who can feel the achievement inside themselves and that they're accomplishing things," Savage
"We want that to translate to when they see the Power Force
brand, it's something positive."
Every pair of shoes will come with a set of white shoelaces and a set of colored ones that match the color of the shoe.
In addition to its website, Power Force
has more concrete plans for retailing with brick-and-mortar stores starting in Birmingham.
The location of that store will be announced soon, Savage
said, and he
hopes to have it open as soon as January.
The goal is to have five stores open in the first year.
In addition, Savage
is in talks with three national sports retailers with the goal of naming one of them as the exclusive carrier of the Power Force product line in its stores.
That alliance will help spread the brand nationally while maintaining some degree of exclusivity as Power Force
opens its own stores and expands its website, Savage
"It's not the typical approach to all volume and saturating the market," he
"I want people to seek us out."
The shoes are produced in China and Power Force's warehouse and distribution operations are off U.S. 280 near Greystone.
Overseeing the quality of his product line from far away is the biggest challenge, Savage said.
"The hardest part, honestly, is that," he
"Creating the shoes, getting them here on time and making sure the quality is perfect is hard when you're dealing with someone overseas."
is projecting between $1 million and $2 million in sales in the first year.