Kiddo! Launches Branded Sportswear for Cyclists

First Kiddo! took on funding physical education for Mill Valley schools. Now, they’re outfitting cyclists with sportswear to support the district. 

If you see riders with the giant red exclamation point on the back of their jerseys and shorts, you’ll know they’re helping to raise money for Kiddo! by purchasing the organization’s new Primal Wear custom branded cycling race kits, where 15 percent of sales go to the Mill Valley School district.

Oh, and Kiddo! also sell socks.

“It’s our first foray into doing Kiddo! branded clothing,” said Business Programs Manager Amy Coleman. With a $2.7 million and growing annual campaign, the school district has come to rely on the fundraising organization for all art, music, dance, drama, poetry and physical education programs, as well as some technology initiatives and mini-grants to support innovative teaching in the classroom. 

While individual donations play an integral part, Kiddo! has also created ongoing partnerships and revenue streams in the community, and sportswear is a great opportunity to raise both money and awareness, Coleman said.

“In addition to the financial benefit, there’s certainly the visibility and people feeling part of supporting the school district,” she said.

The jerseys and shorts are available online through January 22, and will be sold at Tam Bikes starting in March. Tam Bikes also currently carries Kiddo! socks through its own, separate program. 

The cycling kits were the brainchild of parent and cyclist Mark Marinozzi of Criterium Marketing.

“It dawned on me that quite a few other parents at the schools were into race kits when taking their kids to school or riding on the weekends,” he said. Larger organizations like Susan G. Komen for the Cure and Livestrong were successful with branded sportswear, so he approached Coleman with the idea during the Measure B campaign for a parcel tax increase for the school district, which voters passed in November

“One thing led to another,” he said.

The garments are high quality Primal Wear jerseys for $70 and shorts for $80, for a total of $150 for the race kit. Kiddo! needs to sell a minimum of 15 in the next two weeks, and will continue with the program if successful.

Coleman said she’s not sure yet how much the kits may raise for Kiddo! but it’s about more than just money.

“There are a lot of local parents that ride on Mount Tam, to work or to our schools with their kids every day,” Coleman said, “so buying and wearing a custom race kit that promotes Kiddo! out on the roads and trails is a win-win.”

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