Nikwax Waterproofing, Bridgedale Socks and Superfeet Footbeds have joined forces in a marketing program that focuses on total foot comfort. The three companies have sold footwear accessories for years and share a similar dealer base in both the Ski and Outdoor markets.

Key to the co-operative plan is joint Point of Purchase displays which will highlight the benefits of all the products and make it easy for both customers and sales people to add these items to a footwear sale.

"It just made good sense for us to share both our expertise and floor space in the dealer store. Most have high regard for our products individually and now we think they will have even more reason to devote space to these products", say Mark Samuelson, Director of Marketing at Nikwax and Bridgedale.

Evan Wert, Sales and Marketing Director at Superfeet says, "This will make a perfect combination of add on sales to increase the margin on foortwear for the dealers and make the customers more satisfied with their purchase."

The Point of Purchase displays will highlight "Sole, Socks and Sealant", three necessary parts of foot comfort while walking or hiking on the trail.

The debut of the program will take place at the summer Outdoor Retailer Show, booth 2490 at 6pm on Friday, August 13, 1999. The POP displays will be unveiled and the companies will host a celebration, complete with Murpheyıs Irish Stout and Irish music. All press are invited to lift a pint in celebration and get information on the program.