American Premium Water Corporation (OTC:HIPH) Subsidiary Gents Announces Distribution Agreement with SoulCycle 

PLAYA VISTA, Calif., March 05, 2018 (GLOBE NEWSWIRE) -- American Premium Water Corporation (OTC:HIPH) subsidiary Gents announces its first collaboration with the boutique fitness chain SoulCycle across all of its 83 studios.

“I am real excited about this collaboration. This is something Gents has been working on for a long time. The Gents brand fits well with SoulCycle’s demographic, and it will expose the brand to a group of consumers whom otherwise might not be aware of it. Although we are traditionally a men’s brand, 35% of Gents customers are female, and this collaboration was designed with SoulCycle to have unisex appeal,” commented Ryan Fishoff, CEO of HIPH. 

SoulCycle (www.soul-cycle.com), a subsidiary of Equinox Holdings, Inc., is a chain of fitness studios that feature 45-minute indoor cycling classes incorporating high-intensity cardio, muscle-sculpting strength training, and rhythm-based choreography. Founded in New York City in 2006, the chain has developed a massive following, expanding to 83 studios across the US and Canada.  SoulCycle’s growth and popularity is partially attributed to the retail brand that they have created, introducing new collections on a monthly basis, further cementing the bond with its large community. 

Mr. Fishoff, added, “I’m confident that this collaboration will be the start of regular monthly collections and purchase orders. Gents has the creative and manufacturing capability to develop monthly drops for SoulCycle. This partnership and its potential growth will be the keystone of the Gents boutique fitness studio organic growth initiative. I see a huge opportunity to do private-label and collaborations for the thousands of studios nationwide.”

Equinox Holdings, Inc., SoulCycle’s parent company, also includes the Equinox, Blink Fitness, and Pure Yoga branded fitness studios. The company has over 300 locations worldwide, catering to the upscale, luxury market. The number of doors and its engaged community represent a huge opportunity for HIPH. 

Mr. Fishoff concluded, “One of the reasons that I have identified boutique fitness studios as a growth driver is the ability for us to cross sell LALPINA Hydrogen and LALPINA Hydrogen CBD into these channels. The same consumer who is buying Gents product will most likely be health conscious. LALPINA beverages will appeal to this consumer, as studies have shown that hydrogen and hydrogen CBD infused products may provide benefits before a workout and may aid in the post-workout recovery. I am pretty confident that if we can leverage our SoulCycle distribution and cross sell LALPINA into one of these other channels, we’ll be able to scale our LALPINA business.”

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Gents, the New York-based Gents is a producer of luxury hats and other fine accessories and apparel. Their line is carried in over 200 retail outlets internationally, including Bloomingdale’s, Nordstrom, and Saks Fifth Avenue).

Visit www.gentsco.com to learn more. www.GentsCo.com @GentsCo   #GentsCo 

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Certain statements contained herein are “forward-looking statements” (as defined in the Private Securities Litigation Reform Act of 1995). American Premium Water Corporation cautions that statements made in this news release constitute forward-looking statements and makes no guarantee of future performance. Forward-looking statements are based on estimates and opinions of management at the time statements are made. These statements may address issues that involve significant risks, uncertainties, estimates and assumptions made by management. Actual results could differ materially from current projections or implied results. American Premium Water Corporation undertakes no obligation to revise these statements following the date of this news release.  Additional details of the Company's business can be found in its public disclosures as a reporting issuer under the Securities Exchange Act of 1934 filed with the Securities and Exchange Commission's ("SEC") EDGAR database.

This press release is issued on behalf of the Board of Directors by Alfred Culbreth, CEO and Director.

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