The focus of the Pearl Izumi line remains dedicated to meeting the needs of the serious sport enthusiast. The company's long-term plan for the Pearl Izumi brand has been to strengthen its position in cycling and apply the same formula for quality, innovation and technical performance into other sport categories. These categories now successfully include cross-country skiing, triathlon, duathlon, running and other outdoor sport activities. In 1997, the company purchased the Pearl Izumi USA, Inc. brand name and trademarks for the United States. This will ensure continued opportunity for the brand.