A “Sweet & Powerful” Female Athlete

More changes are in store for The Female Athlete. Safety Harbor, FL-based Matrix Group Ltd. bought the intellectual property of Catalog Group, which included The Female Athlete, through a private foreclosure sale in July.

Under its new owner, Female Athlete is absorbing Matrix’s Sweet & Powerful catalog. Both titles sold athletic clothing and accessories for females 11-22 years old. This holiday season only Female Athlete will mail, says Matrix Group president Louis Orloff.

For its spring 2004 mailing, Female Athlete will mail as a standard-size catalog, as Sweet & Powerful had. Traditionally it has been a slim-jim. And while Orloff says Female Athlete is performing “in line with expectations” so far, if by next year it isn’t performing better, Matrix Group will position the title to go after an older women, ages 28-45.

Matrix Group also operates volleyball supplies catalogs Spike Nashbar and Volleyball Express, as well as the WrestlingOne catalog.

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