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TIME OUT | MARK SULLIVAN
Letter from Paris
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arlier this summer when I should have been attending trade shows, I spent nine days in France. You might think that I was goofing off and relaxing, but in fact I was visiting stores. My family has had numerous vacations interrupted when I stop the car and say “Oh, I just want to look at this store for a few minutes,” and this trip was no exception. Paris is architecturally a beautiful city, but the inside of most of the stores I visited didn’t measure up to the exteriors. The merchants there opt for a straightforward approach, simple window displays and straight up fixtures inside. That most likely has to do with the small size of the stores. Most of the boutiques I visited were less than 1000-square feet, which didn’t leave much space for fancy displays. I loved that there were so many independent stores that reflected the taste of the owners. Unlike my hometown of New York, Paris has maintained the individual personalities of its neighborhoods and that was evident in its retail mix:
If Rodin were alive today, he’d probably say “Competition est partout,” and he’d be right. He was, after all, quite a thinker. stylish boutiques in The Marais, tourist shops on the Ile Saint Louis and fancy boutiques on the Champs-Élysées. Also, Paris appeared to have more lingerie stories per capita than any city I have visited. That’s not a complaint, just an observation. Most of the stores were crawling with sales help, which I loved. Sales associates were helpful, but not overly aggressive. In fact, I got the impression in most cases they couldn’t care if I bought anything or not. It might be part of the Socialist ethos in France. I’m a capitalist — I like it when people buy stuff. When I walked out empty handed, I got the impression the sales associates would just go light up a cigarette and read some Sartre. Amazingly, many stores were closed for weeks in August, which was mind boggling to me. If I were a
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retailer, I’d be afraid that if I shut down for a few weeks my customers would all run elsewhere for their running shoes, badminton racquets and soccer gear. I know it’s a European tradition and the French probably think we’re workaholics who don’t smell the roses, but shut doors with “Ferme” signs taped to them don’t make for good business under any circumstances. A colleague of mine who works for a major American brand says that at his company’s store in Paris, employees work 35 hours a week and receive five weeks paid vacation, plus one personal day a month. Staying late or working extra is not part of the ethos. “If you’re carrying a box up a flight of stairs and the employee reaches 35 hours on the clock halfway up the stairs, he or she will leave you alone with the box on the stairs and go home right then and there.” I’m sure he was exaggerating. I’m sure the employee actually stops at a café for a smoke and a glass of wine and then goes home. That sensibility would make it difficult for me to run a store in France. I believe you have to outwork the competition. And today, the competition is everywhere. “La Beaute est partout,” said Rodin, which means “beauty is everywhere.” If Rodin were alive today, he’d probably say “Competition est partout,” and he’d be right. He was, after all, quite a thinker. I saw a lot of things I liked in French stores. The French are very slick on the checkout process. Almost every store I visited had mobile devices that made the cash wrap process easy and fast. And I was impressed how sales associates were fluent in a number of languages and knowledgeable about currency conversions. Many of the footwear boutiques in particular had great looking product from brands that are not widely distributed in the United States. As much as we talk about global trends in fashion and footwear trends, Europeans dress differently from us. By the end of the trip, my children and I were joking that we could recognize the Americans by their shoes — brightly colored sleek running shoes as opposed to the retro styles and hiking shoes favored by the French and Germans. By the end of the trip, we were also ready to come home. Paris is beautiful, but nothing beats home. O
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IN THE MARKET
Reebok’s True Hub Concept
Clockwise from bottom left: The new Reebok FitHub in New York City features a screenprinting station; the store’s footwear and apparel offerings reflect a diverse fitness environment; the exterior of Reebok’s new FitHub store in Union Square.
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E
arlier this summer, Reebok opened a FitHub store in Manhattan’s Union Square, its fifth store in the New York metro area and part of its global roll out of the concept. There are FitHub stores in Paris, Korea, Russia and Dubai and Reebok is getting ready to roll out seven more FitHubs in Southern California starting later this year. The FitHub stores offer a “diverse fitness environment,” according to Paul Froio, vice president of Reebok FitHubs and Concept Stores. While the stores are closely associated with CrossFit, FitHubs will also carry footwear and apparel for walking, running, training, yoga and studio activities, primarily dance and cycling.
In the FitHub stores that are open thus far, footwear accounts for 47 percent of sales and apparel generates 44 percent of revenue. Froio says sales are equally divided between men and women. The new Union Square store features a lively layout with women’s on one side and men’s on the other and the shoe wall in the back of the store. There is a legging bar for women, which features full length pants and tights in basic and fashion styles. The front of the store emphasizes different concepts each month. In July, it was CrossFit, in August it was running and in September the theme is terrain and obstacle racing. The front of the store also features a screenprinting station
at which shoppers can customize any piece of apparel they buy in the store with one of eight New York graphics. The customization can be done by a store staffer or by the consumers themselves. “It’s been very popular so far,” says Froio, “and really adds to the experience of shopping in the store.” The FitHubs also offer an “endless aisle,” an online shopping service that allows consumers to shop online at reebok.com for items that may not be available in the store. Each of the stores will have ambassadors who will build relationships with local gyms and fitness-related businesses. “We want the stores to be true hubs of the local fitness communities,” says Froio. O www.sportsinsightmag.com
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IN THE MARKET
Can you out-Amazon Amazon? Same-Day Delivery Service Allows Independents to Compete on Delivery. By Emma Johnson
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peedy delivery is on the verge of being expected. Amazon is leading the trend with 20 million reported members of its Prime program, which offers free twoday shipping with an annual $99 fee, made possible thanks to its giant push to build more warehouses near urban centers. Meanwhile, eBay competes with its own in-house, same-day delivery service and the 2013 acquisition of Shutl, the London-based startup that connects retailers with local couriers to promise “delivery within minutes.” Even Walmart is on board with its “To Go” service that promises to carry home purchases for a flat fee of $5 to $10. How can independent retailers compete? Enter Deliv, a Silicon Valley based startup that earlier this year received $12 million in funding, including from U.S. shopping mall conglomerates Westfield Group, Macerich and General Growth Properties. For the past year Deliv has operated out of shopping malls. It works like this: shopping centers identify a singular hub at which customers can drop off their merchandise throughout the day. “The retailers and the mall can offer a bag-free shopping experience,” explains Daphne Carmeli, Deliv’s founder. “At the end of the day the customer can pick up their stuff, or they can have it delivered home if they have strollers or are taking public transportation.” Deliv charges retailers $5 per address – with unlimited packages – for the technology. The malls are responsible for supplying the hubs and the couriers. That $5 fee is typically passed on to the customer, though Chicago’s Water Tower Place, a recent Deliv customer, offers it as a free perk for the first month with the hopes of getting customers hooked on it now. Deliv relies on independent drivers who are crowdsourced
Deliv allows retailers to offer same-day delivery.
Deliv charges retailers $5 per address – with unlimited packages – for the technology. The malls are responsible for supplying the hubs and the couriers. using Deliv’s technology — all of them free agents paid $12 to $15 per hour plus a mileage stipend. There is no set-up or usage fee for the retailers, who can integrate the technology with a simple web form, Carmeli says. “It is a pay-as-youuse-it service,” she explains. Deliv also allows retailers to offer their online customers the option of same-day delivery, allowing
10 • Sports Insight ~ September/October 2014
them to compete with the national retailers. The customer can track their purchase in real-time with GPS technology. “Amazon has changed the retail landscape and put the customer at the forefront, offering speed and flexibility for delivery,” Carmeli says. “Today the retail landscape is a battleground for market share.” Deliv can offer an advantage to small retailers by allowing them to close a sale on what would normally be a phone inquiry. “If someone calls and asks if you have a size eight-and-a-half in the new Clark loafer in brown, you can put the order in and have it delivered to the person’s home
within hours,” and not run the risk of hoping the caller later appears in the store, Carmeli explains. The technology is also useful in inventory management, allowing multiple-location retailers to deliver stock from other addresses in the area directly to customers’ homes on the same day — or use the technology for store-to-store inventory balancing. Deliv also allows retailers to offer new services. For example, one Deliv retailer is a shoe repair service in Chicago that now has a competitive advantage by offering pick-up and delivery, which it previously did not. Sport Chalet has set itself apart for several years by offering sameday delivery for a fee of $25 to $35 within certain hours and a certain radius of each of its 50 locations in California, Nevada, Arizona and Utah. “You can’t ignore the trend of fast delivery,” says Craig Levra, CEO of Sport Chalet, which runs this delivery service in-house. “But you don’t have to be huge and collect big data to steal your customer. If you are small and nimble it can be amazing.” Sport Chalet, for example, will pick up rented gear for the same delivery fee, a personal touch that goes a long way with his customers. “There is nothing worse than having a fantastic time with your friends and family on the ski slopes, only to have to come home tired and sore and worry about returning your gear,” Levra says. Sport Chalet has recently partnered with Deliv at its San Jose, mall store, furthering the exposure to speedy delivery for all its products. Deliv currently partners with about 200 retailers, mostly in San Francisco, Los Angeles and Chicago. The company opens where there is a critical mass of shopping, mainly in the form of big retailers like Foot Locker and Macy’s. Independent retailers can plug into the system, leveling the retail playing field. “It’s a way to out-Amazon Amazon,” Carmeli says. O
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#hot products
IN THE MARKET
Going Big with Hoka One One Hoka One One Challenger ATR, MSRP $130.
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oka One One will introduce its largest collection of new models yet in Spring 2015. The flagship shoes of the line are the Constant, a smooth-riding, stable road shoe, and the Challenger ATR, a lightweight trail runner. In the past two years Hoka has opened over 500 new doors in the U.S. alone, according to Jim Van Dine, Hoka One One president. “We’ve dramatically increased our line to meet the needs and demands of a
broad spectrum of the running community, incorporating our signature cushioning technology into every shoe we offer,” he adds. “Every shoe has its own unique characteristics of ‘ride’, cushioning and inherent stability. We believe we now offer a line of shoes that will meet the needs of the vast majority of runners.” The new Constant road shoe offers the most stable ride and generous fit in the Hoka One One lineup. It has a combination of cushioning EVA and RMAT
high-rebound material for guided stability, while an oversized active foot frame provides support. The Constant will have a suggested retail price of $160. For off-road runners, the new Challenger ATR trail shoe is lightweight like the brand’s Clifton shoe, but also adds increased support in the upper and a more aggressive outsole. The all-terrain shoe weighs in at 8.6 ounces and will be available for a suggested retail price of $130. The Vanquish, Valor and
Odyssey will be available at running specialty as well as select outdoor and sporting goods retailers in Spring 2015. The Valor, MSRP $150, features an ultra-sized, over 30 mm, midsole; the Vanquish, MSRP $170, is a responsive performance road running shoe; and the Odyssey, MSRP $130, is a lightweight, smooth-riding road shoe. In addition to these new releases, the brand’s Conquest and Bondi 3 will see updates to improve durability and fit. O
Speedo Making Waves in Footwear AS BARRY MCGEOUGH, SPEEDO’S VP–HARDGOODS, tells it, Speedo has “brand permission” to make any product that has to do with water. If athletic shoe brands can make
Speedo Upswell, MSRP $65.
swimsuits, he reasons, certainly Speedo can make performance sneakers. The Upswell sneaker, new for Spring 2015, is “more than an aquasock” but still less than a “running shoe” in McGeough’s estimation. The shoe is lightweight, cushioned and drains well. It is good for light workouts, such as on the elliptical, but at its core is meant to be a true hybrid shoe. In addition to full drainage capabilities, the shoe has lightweight mesh uppers and slip resistant traction. The Upswell is designed to work from the training class to the beach run or weekend trip to the lake. It has seamless construction for comfort with or without socks and a knock down heel that allows it to convert into a slipper style shoe. MSRP $65. O
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#hot products
IN THE MARKET
Saucony Goes ‘Woah’ for the Perfect Fit
Saucony Zealot, MSRP $130.
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unners often say that “fit” is the most important criteria when selecting a running shoe. (A Running USA 2013 National Runner Survey actually had fit as the top criteria named by runners.) But according to Saucony, there are two different types of fit to take into account. There’s “fit” and then there’s “fit in motion.” With this in mind, the brand’s new ISO-Series footwear features a new “dynamic fit” system called ISOFIT that the brands says adapts to the runner’s foot regardless of foot shape, stride mechanics or ground surface. The ISO-Series launches at retail on November 1. The ISO-Series consists of the re-engineered Triumph and Hurricane and the all-new Zealot. The shoes feature a mesh, inner fitsleeve that morphs to the foot for
a sock-like feel. A floating support cage sits like a saddle over the fitsleeve, cradling the midfoot and adapting to the foot’s size, shape and movement, allowing the shoe to respond to the individual runner’s gait throughout the run. “Our design philosophy has always been to look at the dynamics of the runner’s entire stride, not just the moment of impact,” says Pat O’Malley, senior VP of global product for Saucony. “Runners continue to tell us that fit is the most important criteria in their choice of a running shoe. But there’s fit and then there’s fit in motion. ISOFIT provides a sustained dynamic fit−a truly personal connection between the runner and their shoe no matter foot shape, stride mechanics or ground surface. The ISO-Series’ fine-tuned approach is engineered to make you want to
run, fully enjoying the experience like never before.” To support the new ISOSeries product launch, a global, multichannel marketing campaign called “Whoa” will debut on November 1 at the New York City Marathon. “The Whoa campaign concept was really an unintended, genuine creation by our athletes and community of wear-testers,” says Mary O’Brien, VP-global marketing for Saucony. “Every time one of these runners stepped into an ISO-Series shoe, their first reaction, consistently, was Whoa. It was a moment of truth, an absolute expression of delight and surprise. And it’s these moments, linked together, which ultimately create not only an unforgettable running experience, but a sharable one as well.”
Images of Saucony elite athletes Molly Huddle, Ben True and Duane Solomon will be featured in print ads and on digital banners, each revealing their personal Whoa facial expression. The national print campaign will break in the November issue of Runner’s World, coinciding with the retail launch of the Triumph at the New York City Marathon. The brand’s social media channels will act as the hub of engagement for the campaign, encouraging the running community to showcase and share their own facial images of Whoa for a chance to win Saucony product, including footwear from the new ISO-Series. In-store elements at key retailers will include window displays, pointof-purchase, product displays and consumer brochures. O
Kaenon Unveils X-Kore
Kaenon X-Core sunglasses, MSRP $249.
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Performance sunglass brand Kaenon has launched the X-Kore, its next generation sunglass style. The X- Kore's performance design functions with flattened arms that easily slide under a helmet or flex to be worn outside a hat. The semi-rimless swept-back lenses provide the most coverage in Kaenon’s Kore Performance lineup. The design aims to offer greater peripheral vision and protection. Equipped with Kaenon’s polarized SR-91 lenses that offer impact and UV protection, clarity, light weight and glare elimination, X-Kore is available in a full range of lens tints and Light Transmission Levels. The retail price for the sunglasses is $249 and includes a microfiber cleaning/storage bag and protective hard case. www.sportsinsightmag.com
#hot products
IN THE MARKET
Ogio Packs in Performance The Endurance Collection from Ogio.
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his isn’t your father’s gym bag. Duffel bags that convert to backpacks. Lightweight packs with easy-open zippers and “dry compartments” for wetsuits and swimsuits. The traditional gym bag is being taken to new levels thanks to styles targeting endurance athletes with specific needs for their bags. Ogio is targeting the performance market with its latest endurance collection of packs and bags. The bags are designed with smart features and are light and durable. Features include details such as crush-resistant pockets, backpack conversion straps, helmet storage, an oversized main compartment, a mesh shoe compartment and pockets to organize snacks and water bottles. The collection also takes post-workout needs into account by offering ventilated compartments and a wet/dry pocket with a ventilation gusset for dirty clothes or swimwear. O
Brooks Pushes the Apparel Envelope
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he brand that has established itself at the front of the pack in running footwear in the specialty channel is taking some chances with its apparel collections. The PureProject apparel from Brooks for Spring 2015 is fashion forward indeed. The risks seem like a good fit for a market that now has brands such as Lululemon and Athleta setting the athletic fashion mark with items as bold as Cashmere yoga pants and shimmering, sheer workout tops. One of the more ambitious pieces in the women’s PureProject apparel line from Brooks is the new Run Jumper. The marriage of “fashion and function” is apparent in this piece which the Brooks design team explains is not just about “function” but is also about “emotion” and how the wearer feels when wearing it. The brand does not see its PureProject apparel customer as different than the customer for the rest of its performance apparel line. It’s one runner who wears different things on different days for different reasons. It’s described as “premium product that needs to be able to be used for more than just the run.” O
Brooks PureProject Jumper, MSRP $110.
Cardiac Kicks from TNF
N The North Face Ultra Cardiac, MSRP $110.
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amed for Cardiac Hill at the top of the world famous Dipsea Trail, the Spring 2015 Ultra Cardiac trail shoes from The North Face are designed to stand up to the toughest ascents and steepest descents in the world. Product manager Mark Magruder explains, “Cardiac Trail is at the highest point of the Dispsea Trail. This is the perfect shoe for that trail because you cover a wide variety of terrain from concrete steps to pavement to technical trail. You need a lot of cushion. This shoe provides great cushioning in a lower profile.” O
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IN THE MARKET
Longworth Continues Growth and Relocates to Bigger HQ LONGWORTH INDUSTRIES, PARENT COMPANY
Longworth recently opened a new 30,000-square-foot facility.
of Polarmax and XGO next-to-skin active apparel, has relocated its offices and distribution center to Southern Pines, NC. The new, larger 30,000-square-foot facility will accommodate both brands’ expected growth in the next few years. Its state-of-the art technology will also allow Polarmax and XGO to provide all of their customers with more efficient and timely service, according to company execs. “We moved in 2003 to a new warehouse/distribution center and office space in West End, NC, to support our growth plans, “ says Randy Black, president and CEO of Longworth Industries. “We needed space and had run out of it by the end of 2002. Now we are continuing that growth by moving into a new and even larger facility in Southern Pines to support our future growth plans for our two brands — Polarmax and XGO. This is indeed a very big, very exciting and very much a transformational move for our people, our company and our brands.” Customer service, warehousing and distribution and all corporate activities will be at the Southern Pines location. Polarmax and XGO manufacturing will still continue at the Longworth plant in Candor, NC. Southern Pines is located 30 miles south of Sandford, NC on US1 and five miles east of Pinehurst, NC. O
Cutters Gloves Signs Jamaal Charles
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utters Gloves, the creators of C-Tack performance grip material, has added All-Pro Kansas City running back Jamaal Charles to its roster of athletes. As part of the multi-year partnership, Charles will be wearing Cutters Gloves exclusively on the field and will also be featured in upcoming marketing campaigns via digital, social, print, and in-store displays. Charles is coming off a career year during which he amassed 1980 total yards from scrimmage, earning All-Pro status for the third time. One of the league’s most dynamic offensive stars, the sixth year back is generating numbers thus far in his young career that rival those of some of the best running backs in pro football history. “His electrifying Charles, the league leader in career skills and commitment yards-per-carry, is considered to be one of the league’s top running to excellence make backs, generating more than 30 him a perfect fit for percent of his team’s total yards from scrimmage. A truly “allthe Cutters brand.” purpose” running back, Charles is just as valuable as a pass catcher as he is in the backfield. “Jamaal is an amazing athlete,” says Tony Armand, Cutters’ CEO. “His electrifying skills and commitment to excellence make him a perfect fit for the Cutters brand.” Charles joins a growing Cutters Gloves athlete roster that includes San Francisco wide receiver Anquan Boldin and running back Frank Gore, along with Washington wide receiver Pierre Garcon. O s 3PORTS )NSIGHT ^ 3EPTEMBER/CTOBER
NFL star Jamaal Charles
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NSGA Launches Job Board
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he National Sporting Goods Association has launched the NSGA Job Board, an online career center designed specifically to connect employers and talent in the sporting goods industry. The Job Board is powered by JobTarget, a provider of job websites and career centers for organizations that serve niche audiences, and can be found at www.nsga.org/jobs. The service is free for job seekers and member organizations to post jobs. The NSGA Job Board, similar to many of the nearly 1500 JobTarget-powered career centers, distinguishes itself from generalist job boards in a number
of ways; including: s ! HIGHLY TARGETED FOCUS ON employment opportunities in the sporting goods sector. s 4HE ABILITY FOR EMPLOYERS TO easily post jobs, track activity on those postings, send job opportunities to NSGA members via email, generate brand exposure and expose jobs via NSGA’s social media channels. s 4HE ABILITY FOR JOB SEEKERS TO utilize anonymous resumé posting and job application, enabling candidates to stay connected to the employment market while maintaining full control over their confidential information. s !CCESS TO INDUSTRY SPECIFIC JOBS and top-quality candidates, often not seen on the mass job boards. O To visit the Career Center, log onto the NSGA website at nsga.org and click Jobs in the top navigation. Once there, member companies can post job openings free of charge. Job candidates can post resumés at no cost as well.
Some Good News in SFIA Report
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FIA’s State of the Industry Report reveals that boosting sports participation is still a priority, while tech products are key to future growth. Wholesale sales of sporting goods equipment, sports apparel, exercise equipment, athletic footwear and sports licensed products in the U.S. rose to $81.4 billion in 2013. The two biggest growth categories were sporting goods equipment and exercise equipment. “One of the biggest trends we’re monitoring in the sports and fitness sector is wearable technology,” notes SFIA president Tom Cove. “Whether for fitness tracking or head impact monitoring, wearable technology is penetrating our marketplace and becoming the new normal, with an arms race well underway.”
www.sportsinsightmag.com
Acquiring new technology ranks second only to increasing market share as top business concerns for the sporting goods and fitness industry in 2014. “In recent years, the industry has been concerned with business factors such as constrained consumer spending, material costs and product sourcing volatility,” adds Cove. “While those concerns are still present, we’re seeing a positive shift in attitude towards incorporating technological innovations into sports and fitness product as a big growth driver.” The 2014 SFIA State of the Industry report also provides insights into participation, consumer spending, the importance of sports safety and current distribution trends. The report is available at SFIA.org. O
Q&A
IN THE MARKET
An Insider Looks Back Cramer Products’ Tom Rogge Reminisces as He Readies for Retirement This Month.
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Tom Rogge, CEO, Cramer
Cramer Names Mogolov GM WITH THE RETIREMENT OF LONG-TIME
president and CEO Tom Rogge at the end of this month, Cramer Products has appointed Robert Mogolov to the newly created position of general manager. He will report to Rocco Mango, Performance Health’s president and COO. Mogolov, 38, has been with Cramer since 2005, serving as director of marketing since 2012. He has worked in marketing and product development for all Cramer product categories. Mogolov is a graduate of the University of Kansas. “I am honored and grateful for the
om Rogge, 67, joined Cramer in 1991 when it was a well-respected but struggling supplier of sports medicine and athletic training products. He is credited with leading the company out of a five-year sales slump and in 1995 received the Ernst & Young Turnaround Entrepreneur of the Year Award for the Kansas and Western Missouri region. That same year, Cramer received the U.S. Chamber of Commerce Blue Chip Enterprise Award, recognizing small businesses for their dedication, resourcefulness, and perseverance. Under his leadership, Cramer acquired Cosom Sporting Goods in 2004, Active Ankle in 2008 and Stromgren Athletics in 2011. Last year he oversaw Cramer’s merger with Performance Health. Rogge’s impact reached beyond Cramer. He served for 12 years on the board and six years as chairman of the Sporting Goods Manufacturers Association, now the Sports and Fitness Industry Association (SFIA). He was at the helm of SGMA when the difficult decision was made to abandon The Super Show, the multi-million trade show that brought hundreds of thousands of sporting goods executives to Atlanta back in the 1980s and 1990s. Sports Insight contributing editor Michael Jacobsen caught up with Rogge as he prepared to step into retirement at the end of September and hand over the reins to Rob Mogolov.
opportunity to fill this leadership role for Cramer,” says Mogolov. “I have a deep respect for the Cramer family, the company’s 95-year history and all that the name and brand stands for in this industry. I am sincerely humbled to have been asked to lead the company and look forward to working with the talented Cramer team and Rocco to build on the remarkable success we’ve achieved under Tom’s leadership. Without a doubt, his will be big shoes to fill.”
It was sometime in the early 1990s, shortly after you joined Cramer Products, that I first interviewed you for an article in a now-defunct sporting goods trade magazine. Did you think then that you would still be at Cramer more than 20 years later? I hoped to still be here, because that would mean we had been successful in achieving our growth goals, plus Cramer is a great place to work with outstanding people to work with.
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In the past two decades, what one thing has changed the most about the way you go about your job? Definitely it has been the increasing use of technology and the amount of information available to everybody. Has anything stayed the same? That being said, relationships are still very important in our business. Cramer Products wasn’t in such good financial shape when you took over in 1991. What was the secret to turning it around and making sure it didn’t slump again? We focused on doing what we do best — providing products to the institutional sports medicine market (athletic trainers). We also set a goal of 25 percent of our sales should come from products less than five years old. In 1992-94 we added more new products than we did in the prior 10 years combined and new product development continues to be a priority. We reorganized management to create a flatter organization and gave increased responsibilities and accountability to key managers. What makes Cramer such a unique company that you were able to stay there for 23 years? I enjoyed being part of continuing the Cramer legacy and contributing what I could to the company’s success. However, my tenure pales in comparison with others at the company. The lady who signs our checks started with Cramer in 1949, giving her 65 years of service. The fact that we were an employeeowned company for 28 years was significant, as well. With our new partners, I am confident the future is even brighter. You were on the board and chairman of SGMA (now SFIA) during some fairly challenging times. Is it true you were the man who killed The Super Show? After the large shoe companies pulled out of The Super Show, the total participating vendors and attendees went into free fall
to make the event economically unsustainable. And, yes, I was chairman of the SGMA when we killed the show, or, more accurately, signed the death certificate. What do you see as the role of SFIA now and in the future? The SFIA will continue to be a strong trade association with appeal beyond just manufacturers. With its research capabilities, strong board of directors and great connections and relationships on Capitol Hill, the SFIA can be of value to anyone interested in fitness and physical activity. Cramer has been busy in acquisitions the past few years, both acquiring and being acquired. Is that a necessity these days? For Cramer it was. With a high market share in a mature market, we pursued growth opportunities through new product development and acquisitions. Cramer merged with Performance Health a year ago. Did that change in ownership and management have anything to do with you deciding to retire at this point? Performance Health has acquired two other companies since merging with Cramer Products and roles are changing in all of the companies. You are retiring. Many of your contemporaries are as well. How do you think that will change how business is done in sporting goods? With the next generation I think there are fewer personal relationships among dealers, agents, factories and media. There are fewer events to bring people together. Also, as my peers retire or sell their businesses, there will be continued consolidation in the industry. What’s on Tom Rogge’s calendar for October 1? There is a senior golf tournament at my golf club that day that I will enter, plus I’ll probably work out around 6:00 a.m. rather than 5:00 a.m. O
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FRIDAY SATURDAY SUNDAY
Saranac Glove / 800-727-2622
SPORTS MEDICINE
Support Group
McDavid
Making the Most of the Braces and Sleeves Market.
By Michael Jacobsen Why should sporting goods retailers sell braces/supports and sleeves? Darci Eckermann: Unfortunately, when it comes to sports, injuries are a part of the game. These injuries can be minor to major and athletes need solutions to help them recover and get them safely back in the game sooner. Retailers that offer athletes a complete solution in terms of apparel and accessories, equipment and yes, sports medicine, are well positioned as a one-stop-shop for athletes. Mary Horwath: They are proven top sellers that generate yearround revenue, with no seasonal dips and excellent turns. Products are designed for all athletes, all sports, all sizes.
22 • Sports Insight ~ September/October 2014
Theresa Wong: Braces/Supports and Sleeves are all part of a growing category. Drug stores offer braces and supports for sports injuries prevention or protection and now sporting goods retailers have been covering that category and expanding it to combine functionality and style with apparel that incorporates compression sleeves, compression tops, tights. Fred Hernandez: We’ve seen a general shift in attitude by athletes towards braces, supports and sleeves. In general, it used to be that athletes only wore these pieces post-injury when they were managing pain, protecting against aggravating an injury or recovering/ rehabbing an injury. Now we’re seeing athletes wearing these pieces as part of a preventative/ protective approach rather than just as a reaction to an injury. We’re
seeing participants in all sports and activities thinking of themselves as athletes and following this general trend. Jeremy Gesicki: All athletes can be challenged by an injury. Braces, supports and sleeves are the products that help an athlete overcome the injury and allow them to stay in the game or continue to participate in the activity they love. When an athlete needs a brace, the consideration for purchase tends to be decisive, with the only questions being which price point and level of protection. Craig DiGiovanni: Braces are still one of the most efficient resources consumers have to treat many of the common injuries they may suffer. Laura Cleveland: It is an opportunity to sell a product that www.sportsinsightmag.com
performance, recovery, injury prevention and/or care. Kent Chen: Because overall sports is progressing it means athletic ability is improving. And support is on the radar more now. To stay relevant, braces/supports and sleeves, as any other valuable product, needs to be available at the retailer level. There’s demand for this stuff because it works.
Vendors have something up their sleeves as the compression and brace market now offers something for virtually all physical activities. The Sports Insight Vendor Roundtable tackles the issues and tells retailers how to make more money selling braces and sleeves to today’s athletes.
athletes need to customers they are already servicing. Bracing and supports are a simple add-on. Debbie Shannon: The sports market has been a natural consumer of braces and supports for a long time, though more often in a sports medicine, post-surgery, post-injury, rehab environment. The evolution of the products available are what’s new and exciting and they align with the emergence of a prehab audience. Ed Christman: This category continues to be a popular buy for active consumers. Although it may not be a destination purchase, the likelihood for a brace to be bought on impulse is very common. Susan Eastman Walton: Customers enter sporting goods retailers with the expectation that shop personnel will have answers to their questions and the products to fit their needs, whether it’s for www.sportsinsightmag.com
Jennie Habersetzer: Athletes are looking for retailers to meet all of their equipment, performance and recovery needs. Braces and supports are a necessity for these athletes to stay healthy and prevent common sports injuries. This market continues to grow as manufacturers educate athletes on preventative and recovery care. How should products be displayed at retail? In a sports medicine section, with specific sports, or in a combination of these? Walton: It should be in both sections, for convenience and for education purposes. Often customers don’t know what they need, so making products more accessible is key. It is equally important that an informed salesperson is available to direct them to the correct product. Chen: This ultimately depends on the brand and product. There’s no cookie-cutter formula. If a brand produces a product intended for a specific sport, then it should go in the sport-specific section. Sports med sections are growing as well, so by default this would be a good place to merchandise. Eckermann: If space allows, multi-placement merchandising is always the best strategy to cover the widest variety of shoppers at retail. Some customers are looking for supports and braces to help their recovery from minor to major sprains and strains and would shop a centralized sports medicine section, while other customers are looking for sport-specific solutions that provide additional support during training or competition. Habersetzer: A sports medicine section is a great way to allow athletes to see all of their options and determine which product specifically addresses their injury. So while a sports medicine section is our first recommendation in retail display, having sport-specific products in their applicable sports
category also makes sense. For example, displaying an IT Band wrap in the Sports Medicine section and the Running section of the store will increase the chance of the athlete finding the product.
Shock Doctor
Josh Higgins: We are still wrapping our arms around where to best place the product at retail. It’s rare to see it outside of a sports medicine section. Christman: This category should be displayed within a sports medicine section yet some sport-specific products could be displayed in the appropriate section of the store. For example, elbow straps in tennis. Gesicki: We have found that a comprehensive selection of sports medicine products provides the most efficient retail display and delivers the best experience for consumers. A well thought out sports medicine display offers a consumer the most options for selftreatment. Hernandez: A combination presents the best option for potential customers finding the right equipment. For example, a baseball player might head straight to the baseball section of a store to find all their relevant equipment from gloves and bats to braces and sleeves. And yet another player might feel like a sleeve should be in the sports medicine section with braces, pads and tape. Wong: If the size of the store allows to have a complete section for sports medicine, it will allow the customers to see a full range of products dedicated to prevent or protect from sports injuries or to provide effective rehabilitation after minor injuries. Shannon: Generally, these products should be in the sports med section of the store, but only the retailer knows its consumer. Since some of these products are not very large and are found on pegs, it’s important for the retailer to understand how their customer shops. This is where customer service becomes important and makes the difference.
At the Table Fred Hernandez Director of Marketing 2XU Ed Christman VP-Marketing Cramer Products Josh Higgins President Hickory Brands/New Balance licensee Debbie Shannon VP–Sales and Marketing OrthoSleeve from ING Source Theresa Wong Executive Vice President La Pointique Mary Horwath VP-Global Marketing McDavid Craig DiGiovanni Vice President Medi-Dyne Jeremy Gesicki Director of Marketing Mueller Sports Medicine Kent Chen Marketing and Planning Manager Phiten Jennie Habersetzer Director of Marketing Pro-Tec Athletics Susan Eastman Walton Owner RecoFit Compression Gear Darci Eckermann Senior Director of Marketing Shock Doctor Sports Laura Cleveland Marketing Manager Zamst
What factors are driving sales in the category? Price, performance, style, display? Chen: Real growth should come from performance and style. Form follows function. If you can make a functional product look good and you are innovative, you win.
Zamst
September/October 2014 ~ Sports Insight • 23
SPORTS MEDICINE Everything else to me is secondary. Focus on a performing product that looks good. This will drive long-term sales in any category.
New Balance
Cramer
Hernandez: Style certainly has something to do with it as professional athletes tend to drive fashion trends, particularly with sleeves in basketball and baseball. Performance is a strong factor as well. These are specialty pieces with highly specific functions in the mind of the buyer and should address those needs. Shannon: If there is an orthopedic condition causing discomfort, pain or a performance drag, customers are looking for products that solve that problem. Style, price and display become less important than selling a product that solves their problem.
2XU
Phiten
Eckermann: Of course there are multiple factors that impact sales, but we believe performance is a major factor. Athletes are seeking low-profile, well-fitting braces, supports and sleeves in comfortable materials that don’t impede their performance. Gesicki: While price tends to always drive a share of sales of braces and supports, we have also recognized a growing segment of consumers who are receptive to innovative styling and demand performance. There will always be a price sensitive consumer, but the growing segment of consumers responding to brace styling and performance is driving sales.
LP Support
OrthoSleeve/ING
Cho-Pat
Mueller
Habersetzer: Product design advancements are continuing to drive sales within sports medicine. Another factor contributing is athletes becoming more educated on injuries and feeling more confident in finding the right products for their specific needs. We have found the use of our anatomy images to help the athlete pin point their area of pain, as well as a product image to allow them to see the benefits from each feature of the brace. Providing easily understandable information is key to helping the athlete feel educated and confident that they are selecting the correct recovery tool. What advice do you have for retailers to make better margins selling braces and supports?
RecoFit
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Pro-Tec
Eckermann: The better consumers understand the real benefits of a product, the more likely they will buy up into higher level designs where the retailer can maintain better margins. In turn, the better the education and information at point-of-sale, the greater
likelihood that the customer will make the right purchase decision. Gesicki: A well-planned sports medicine display will offer the consumer multiple treatment options and a variety of price points for consideration. With these options presented to the consumer, a retailer can better hold a margin, as opposed to discounting a single product to serve multiple consumer needs. DiGiovanni: If they are just selling braces they are missing out on improving value for themselves and their consumers. Health care costs are rising and people are looking for better information and products to solve their problems without going to see a doctor. Christman: Educate floor personnel in order to sell higher end products to their buyers. Hernandez: Realize that these are highly specialized pieces of equipment that in the mind of the buyer deliver a valuable benefit that’s medically and health oriented. You can not participate in your sport if you’re hurt — there is nothing more valuable than that. Sell on that benefit, not just on the function. Cleveland: Offer a narrow assortment that serves the broadest range of injury prevention. This will not overwhelm the customers and will provide protection and support to the athletes. Horwath: The challenge is maintaining inventory levels so that sales are not lost. The other key is offering the right assortment, so one needs to understand the magic of the mix and how to best merchandise. Shannon: Education is key. The retailer needs to understand the differences in products and what they will and will not do for their client. If a retailer’s customer has a condition that a brace or sleeve can help, the retailer becomes a turn-key solutions provider. Then the retailer has positioned its store to be the athlete’s resource for performance solutions. Habersetzer: Put in the time to educate and train your sales staff. Sports medicine can often become an area that staff shies away from in fear that they are not knowledgeable enough to confidently discuss with customers. Having a knowledgeable and educated staff in sports medicine leads to a more successful sell through of braces and supports. Chen: At the retailer level, don’t compete on price. Compete on selection and service and the overall retailer experience. Those things last. O www.sportsinsightmag.com
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SHOE CARE
Active Participants Taking Footwear Comfort and Customization to the Next Level.
From innovative products to nifty new merchandising displays and modern social media driven marketing campaigns, insole and shoe care companies are elevating their game not only in product but in strategy and communication as well.
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Hickies Lacing System MSRP $14.95
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ccording to the most recent American Podiatric Medical Association (APMA) report, 77 percent of Americans say they have experienced foot pain and 39 percent say they would exercise more and participate in more activities if it weren’t for their foot pain. Retailers can capitalize on this with a good selection of insoles and other shoe care products. In addition to footbeds and custom insoles, a variety of other items, from new lacing systems to blister-reducing powders, are available to help keep athletes’ feet healthy and happy. Spenco’s Total Support Insoles, the company’s most popular sellers, come in Thin, Original and Max. Each features the company’s patented 3-POD Modulation System. “By positioning pods with varying degrees of hardness beneath key areas of the foot, Total Support Insoles change the ground forces reaching the foot during activity,” says Jeff Antonioli, Spenco’s VP-global sales and marketing. “This tunes the ride for increased performance and superior comfort while helping to reduce overpronation. And there’s no need for break-in.” The Total Support shape has medial, lateral, and transverse arch support along with deep heel cupping to provide comfortable, natural support. MSRP $39.95. CurrexSole’s running specific Runpro features a dynamic and
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CurrexSole RunPro MSRP $49.95
Spenco Total Support MSRP $39.95
Archmolds Maximum MSRP $40.95
Superfeet CARBON MSRP $49.95
Lynco L100 MSRP $44.95
SOLE Softec Response MSRP $45
Sof Sole Work MSRP $17.99
Footbalance Quickfit Yellow MSRP $45
individual specific fit that is right in line with current footwear science and technology that both respects the technology of the shoe and the biomechanics of the runner. The Runpro features a zero mm drop as well as a unique sizing system that measures foot type, knee and hip axis to ensure proper fit and the ideal platform for each runner. The Runpro sole is designed for use in the following activities: running, triathlon, jogging, trail running, Nordic walking and trail walking. MSRP $49.95. Lynco orthotics from Aetrex are available in a variety of styles to provide consumers with a custom selected solution based on specific foot types and footwear styles. Options include metatarsal support to provide additional protection at the ball-of-the-foot and medial posting to gently realign the rearfoot and control over-pronation. The recently released Lynco Fashion – L100 Orthotic for heels is designed to relieve that extreme discomfort we feel when wearing fashionable footwear. Matthew Garoufalis, DPM, past president of APMA, notes that “daily heel wearing can cause the Achilles tendon, the strong tendon at the back of your ankle, to shrink. This increases your risk of an injury while doing activities in flat shoes, including exercise.” Lynco Women’s Fashion Orthotics help provide much needed comfort and support when wearing fashion footwear. These orthotics are flexible, lightweight
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and designed for support and pressure relief. The unique Cobra shape and built-in Lynco support aims to balance the feet and help provide proper body alignment. Made from soft, breathable full grain leathers and state-of-the-art thermoplastic urethanes. MSRP $44.95 Superfeet’s Carbon insoles are helping to drive the brand’s #carbonnation campaign. Superfeet Carbon fits in with the lightweight trend that is growing in performance footwear offerings. The consumer buying lightweight shoes doesn’t want to add bulk with insoles, but often still requires an insole for more support. That is where carbon fits in. Superfeet Carbon insoles are the “result of years of research and field-testing.” Carbon is for “the dedicated athlete who wants an edge.” The insole offers lightweight performance by combining a carbon fiber reinforced stabilizer cap with a durable, ultralight foam layer. The company says that Carbon’s distinct biomechanic shape and low-volume design can help improve the fit and feel of tightfitting, lightweight athletic footwear. MSRP $49.95. Footbalance’s Quickfit Yellow insole is designed for casual and everyday footwear. It is a premolded footbed option that can be further customized at home. It offers shock absorption and comfort with light support. Selfmolding technology allows wearers to self-customize the footbeds at
home in one of two ways: wear mold or heat mold. Benefits: improved shoe fit comfort; perfect for low to medium impact activities and sports; mid-high arch, narrow width footwear; sold off-the-shelf; home-moldable. MSRP $45. Dr. Scholl’s will launch its Edge collection, (a line built especially for the sport and footwear channels by 30-year industry expert F Chris Nelson), with Sport+ and Sport models. These insoles are designed for runners and athletes in mind, using the rich heritage and experience of R&D for which Dr. Scholl’s is known globally. In addition to its top brand position is its “trim to fit” model, which reduces inventory by eliminating the need to carry numerous sizes, which increases turns and requires less space creating greater efficiencies and profits. Three additional styles will be added in February 2015. Initial placement in sporting goods and athletic footwear accounts is planned for October 2014. MSRP $34.99 (Sport+); $24.99 (Sport). Stable Step (Powerstep) recently acquired Archmolds, a privately held company. The acquisition of Archmolds will improve Stable Step’s orthotics offering to existing customers. Archmolds offers a full line of heat moldable insoles including the Ultimate, Maximum, Standard, Lean and Multisport models for optimal performance, health and comfort. They feature polyurethane cushioning over a full-length, heat-
A New Take On Laces
Speedlaces iBungee MSRP $5.95
XTENEX Accu-Fit Compression Laces MSRP $7.99-$14.95
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SHOE CARE
Add On Sales
2Toms BlisterShield MSRP $13
Tectron Performance Polymer Waterproofer MSRP $9.99
Dr. Scholl’s Edge Sport+ MSRP $34.99
10 Seconds Disenfectant and Deodorizer Spray MSRP $8.99
moldable sub-layer that includes a deep heel cup and adequate arch support for motion control. Archmolds provide a customlike, personalized fit and mold to the shape of the foot without compromising support. Archmolds insoles help support and align the body properly during daily activities or while walking, running, skiing and hiking. They also aid in the relief and the prevention of many common problems including heel and arch pain due to Plantar Fasciitis, heel spurs, runner’s knee, overpronation and knee and back pain. Sole offers a variety of heatmoldable custom insoles. The brand’s Softec footbeds offer custom orthopedic support with equalized pressure distribution and improved natural heel cushioning. The Softec Ultra is Sole’s thickest Softec cushioning (3.2 mm). Recommended for high-volume footwear such as that used in hiking and mountaineering boots, work boots, high volume running and walking shoes and snowboard boots. MSRP $45. The Sole Softec Response has 1.6 mm of Softec cushioning. It is recommended for medium volume footwear such as that used for running and walking shoes, athletic shoes (basketball, tennis, golf), snowboard and high volume ski boots. MSRP $45. And the Sole Softec Casual has 1.6 mm of Softec cushioning and synthetic nubuck topsheet for casual wear. It is recommended for medium volume footwear such as casual and dress shoes. MSRP $45. Sof Sole’s Memory Plus Insole features a dense, high-impact memory foam for personalized comfort. The long-lasting memory foam molds to your foot, cushioning every step, and the low profile design fits into almost any type of shoe. MSRP $15.99. Sof Sole’s Work Insole provides ultimate comfort for long days on your feet. The anti-fatigue core redistributes pressure and reduces impact forces. Equipped with a Coolmax moisture wick top cover, this insole is guaranteed to keep your hardworking feet comfortable. MSRP $17.99. 2Toms BlisterShield is an eightounce shaker of BlisterShield powder for easy, no mess dispensing. BlisterShield creates an almost frictionless surface on the foot,
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reducing heat build-up and blister formation. When applied to the foot, the powder repels moisture, keeping skin dry and blister-free for lengthy periods of activity. MSRP $13. 10 Seconds Disinfectant and Deodorizer spray is the only EPA approved Shoe Disinfectant available. “The ongoing dilemma of MRSA in locker rooms and our product’s ability to KILL those germs, is really driving the sell through of this product,” says Josh Higgins, president of Hickory Brands. The product also kills Athletes Foot, odor-causing bacteria, e-coli and much more. As an added bonus, it doesn’t smell like a normal disinfectant spray. “We’ve been told it smells like Fruit Loops, but certainly has a nice citrus aroma,” says Higgins. “It also works great for bags, lockers and cars.” It is available in a 12-pack counter display for retailers. MSRP $8.99. Tectron is a protective product that can be used to help maintain boots or other leather shoes. Tectron has new branding in 2014 and Tectron’s formulations have been improved, according to the brand, and are now made with a higher concentration of active ingredients for maintaining and refining the performance of outdoor gear. Tectron Performance Polymer Water Proofer’s quick-drying polymer formula protects athletic and performance materials from water while maintaining breathability. It repels water, dirt and oil while preventing stains. Restores Durable Water Repellency (DWR) finishes and will not darken or discolor items. MSRP $9.99. Xtenex Accu-Fit Compression
Laces feature enlarged (autoblocking) knots that can be manually reduced in diameter size by stretching the lace apart where the reduction is needed, either for lacing or adjustment, release to set your compression preference. Knots create an adjustable compression zone between each set of eyelets to provide a tuned ergonomic fit. Triathletes, who need easy on-and-off shoes with a secure fit, are among the target markets for the product. MSRP $7.99-$14.95. Speedlaces, which offer advanced lacing options for athletic shoes, recently introduced a display for its iBungee Laces. The new iBungee Display is a small, eight by 11-inch footprint and showcases the colorful product in its modern tube packaging. Speedlaces sales manager Cindy Garbarino attributes the success of the display to a few factors: “Our eye catching display is very sleek, takes up hardly any space and attracts customers. Secondly, our new tube pack smartly presents our laces, and third, consumers love iBungee for their vibrant colors and sizing for a clean, perfect fit.” Hickies is a lacing system that hits on the more casual side of the sneaker market. The product allows wearers to “redesign” their sneakers while eliminating the problems of traditional laces. Hickies come in several color combinations. The product is made of Memory Fit Elastomer and offers a constant, snug fit, that still allows for a slight bit of expansion. MSRP $14.99. O
Powerstep Launches Performance Sleeves and Recovery Socks POWERSTEP, KNOWN FOR ITS INSOLES, HAS ADDED A new product category to the Powerstep brand: Performance Sleeves and Recovery Socks. Powerstep Performance Sleeves are designed with 15-20 mm Hg of compression to enhance circulation and blood flow in lower leg muscles during activity to help reduce muscle soreness and lactic acid build-up in the legs. The moisture-wicking sleeves are available in black or white and are available in four sizes (S-XL) for men and women. Powerstep Recovery Socks offer 20-30 mm Hg of compression to deliver more oxygen to lower leg muscles after running to help speed recovery. The advanced knitting technology features figureeight support around the ankle and arch for increased stabilization, embedded Achilles support, a ventilated design for increased breathability and a seamless toe. Socks are knee-length and are available in four sizes (S-XL) and three colors for men and women. Both products are supplied in full color, retail packaging with care and use information. O www.sportsinsightmag.com
LACROSSE
Sticking To It Retailers Can Score with Lacrosse. By Mike May
L
acrosse remains the new kid on the block in the world of team sports, but in 2014 it is still relegated to specialty sport status. But lacrosse is getting its second wind and gaining in popularity with both boys and girls, two groups that play a game that is as different as it is similar. These young athletes really know their gear and the challenge for retailers is to be as up to speed on the sport as they are if they want to compete with the specialty lacrosse retailers and Internet sites. “Both boys and girls lacrosse have been an important part of high school sports in the northeastern U.S. for many years, but it is spreading west quickly,” says Kent Summers, director of performing arts and sports at the National Federation of State High School Associations (NFHS). From a participation perspective, lacrosse is ranked as the tenth most popular sport for high school
Photo: Scott McCall/US Lacrosse
girls in the U.S. and is an officially sanctioned high school girls’ sport for 25 state associations. Participation continues to expand beyond its Northeast U.S. base. “Serious interest in travel lacrosse is starting at a young age, which poses competition for other popular youth sports such as baseball, basketball, and soccer,” points out VJ Mayor, SFIA’s senior director of communications and research. “The game is gaining in popularity in the South, the Midwest, Colorado, and along the Pacific Coast.” If you ask US Lacrosse, the national governing body for lacrosse since 1998, there’s an upbeat mood and positive outlook. “Lacrosse continues to experience very healthy growth,” says Bill Schoonmaker, VP-strategy and business development for US Lacrosse, which is headquartered in Baltimore, MD. “We are doing everything we can to drive growth in the right way,” pointing out that lacrosse is popular “all over the country.” O
New Products
Women’s 4Sight Form Goggle from STX
Under Armour Command Glove
The Adidas Finalizer
STX’s Cell III Gloves
s 3PORTS )NSIGHT ^ 3EPTEMBER/CTOBER
Surgeon 500 Head from STX
Unequal Technologies Cobalt shirt
Sleeve scrunch from McCrite/Soffe Accessories
Jaypro’s Indoor Box Lacrosse Goal
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FITNESS
S? WHAT IS STUDIO FITNES
WHO’S DOING IT?
Les Mills International Trainer and Presenter Jericho McDuffie wears Reebok’s Aerobics Graphic Tank, Move My Way Leggings and Studio Choice Mid shoes.
? G N I Y U B Y E H T E AR R A E G WHAT
R E M I R P S S E N T I STUDIO F Everyone knows about yoga and its longstanding popularity. You likely even know what people wear while practicing yoga. (Hint: yoga pants have consistently been one of the hottest items at retail this past year.) But what about studio fitness? What is it exactly? It could certainly include yoga. But it also includes activities such as Zumba, Pilates, Barre and Indoor Cycling (or Spinning). With each specific activity comes specific gear and apparel needs. It’s a market with plenty of room for retail growth. By Suzanne Blecher
A
s consumer interest in community-driven studio fitness classes grows, brands are answering the call with activityappropriate offerings. Unlike other activities where any multifunctional sock, sneaker or short will do, several studio classes require special gear. Sock firm Injinji’s San Diego office offers pilates classes once a week. Javier Sanchez-Mariscal, Injinji’s manager of consumer insights and communications, participates and wears the brand’s Yoga Original Weight Micro Sock in black. The sock has grippers to keep feet planted to the floor, as well as moisture management and blister prevention features. While other participants chose the Half Toe variety, “I’ve played soccer and have worn some small cleats, therefore my toes are a little shy,” he joked. At SoulCycle, cycling shoes are mandatory. At barre studio Physique57, grippy socks are a must. Brands are catering to these demands with an ever-growing number of new labels and lines, with looks also sprinkling into local gyms. Attire at a drop-in New York Sports Club pilates class ($70 a month, depending on location) is not much different than that at one $30 boutique class. A number of consumers maintain a gym membership for certain offerings (22 percent of consumers who have memberships participate in group classes, according to the International Health, Racquet and Sportsclub Association Trend Report), but are also very loyal to boutiques for other classes. A pilates or barre class at a gym may be sufficient at times, “but there are also barre aficionados who take a class a day at their studio and are buying packages at the studios to support this,” says Pam Fiske, accessories product manager at ASICS America. Fit for the gym or the boutique studio, here is a rundown of a few studio classes to watch and their respective wares.
ZUMBA What you do: Dance. Zumba combines low and high intensity moves in an interval-style workout, often set to Latin or upbeat tunes. Classes combine cardio, muscle conditioning, balance and flexibility. Over 14 million people a week in more than 150 countries
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attend Zumba dance-fitness classes, according to Zumba Fitness. What you wear: “With so many different women participating in Zumba, it’s important to offer a wide variety of products and colors,” says Kimberly Shane, a designer for Ryka. In sneakers, Ryka focuses on lateral support, pivot points (for less friction) and flexibility. New for Fall 2014, the Flextra allows the foot to naturally flex, while also providing cushioning (through a proprietary foam compound called Re-Zorb) and traction. The fashion-forward Tenacity takes cues from street wear with its high cut for extra support and mid-foot strap for a secure fit. Research by Reebok found that many women wear the wrong shoes for classes. “You can’t go in wearing a running shoe to a Zumba class, as they are built for vertical movement not involving spins and turns in a dance class,” says Barbara Ebersberger, VP of Reebok’s Studio Group. Looking to 2015, Reebok has a new shoe in development that is “style-driven and catwalk-inspired” to cater to consumers with a “certain swagger” at Zumba, the exec says. The brand’s Dance UrTempo is a basketball-looking shoe that allows for unique lacing techniques and colors. It will be available in December 2014. Apparel is a big “part of your expression” in Zumba, according to Ebersberger. Key looks for the season include Reebok’s Dance Denim Cargo Pant. Designed to look like a pair of jeans, the pants pair an “indigo dye and functional, zip fly with a drop-crotch silhouette for style and mobility,” according to Reebok.
PILATES What you do: Controlled movements that improve flexibility and build strength, while also developing control and endurance. Emphasis is on alignment, breathing, balance and coordination. Pilates can include mat exercises as well as the use of machines. Sample mat exercises include The Hundred (engaging abdominal muscles while pumping the arms and practicing a dynamic breathing pattern) and One Leg Circle (keeping the trunk still while circling one leg in the air). Yoga blocks, pilates circles, fitness balls and straps are also used. What you wear: Like in yoga, slim-fitting leggings and tank tops are popular in pilates. Focusing on the fluid movement of the body, at prAna, design director Ellen Krimmel “starts with quality ingredients like
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FITNESS
prAna Meadow Top and Linea Pant
FUTURE FITNESS
What is the next craze in studio fitness? Since May, Reebok and fitness training program company Les Mills have been traveling around Europe with The Project: Immersive Fitness, which is a 3D studio experience where participants watch cinema-quality video content projected on screens and exercise to music and graphics. Examples include cycling up a glacier and running through a forest. “You are in the club on center stage kicking objects and ducking down,” says Reebok Studio group VP Barbara Ebersberger. While fitness struggles to attract millennials who grew up with gaming, Reebok and Les Mills hope that the video component will attract attention and bring new consumers to the studio. Reebok is looking to bring The Project: Immersive Fitness to the United States next year.
2XU Air Racer Back Top and Cross Sport Short
fabrics that stretch, hold their shape over time, dry quickly and feel incredible on.” For Fall 2014, Krimmel is excited about the Phoebe Top, Meadow Top and Roxanne Legging. At Lucy, new offerings for holiday include the Flexibility Legging featuring a ribbed legwarmer with stirrup and a Feel The Beat Tank showcasing an XY back strap detail, shelf bra and knit top/woven bottom design. Since inversions are common in pilates, tanks are often designed close to the body. Sports bras are important and often can be customized to the class. Zobha’s Candace Bra has removable cup pads and adjustable straps for desired fit and coverage. The bra can be worn alone or layered. Both the Dara Top and Grommet Capri are designed with the right mix of stretch and support to prevent riding up. The Marika Fitness Ball – which can be used for roll-overs and bridges – is designed to improve core body strength and coordination.
BARRE What you do: Ballet-inspired isometric movements to strengthen muscles. The
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horizontal barre, which is mounted on mirrors and is where many exercises are done, helps provide stability and balance. A class can include plie squats and tondu series (controlled leg extensions), as well as pilatesand yoga-inspired movements. Equipment often includes hand weights, a pilates circle and fitness ball. What you wear: While apparel takes cues from pilates and yoga – your standard capri and tank combo – footwear is of utmost importance in barre for precise movement. Most studios require either shoes or socks. ASICS’ new Studio line includes a No-Slip Single Tab and Single Tab Toeless variety. While the traction on the sole makes it easier to hold poses, “classes can get warm, so having moisture management and mesh through the top of the foot helps your feet feel comfortable,” says Fiske. Kushyfoot Yoga Socks combine cotton and nylon to “fit like a glove” and keep feet warm, according to the brand’s site. “Women are saying, make something that goes with my outfits” for the studio, comments Michael Martin, business unit
director for Vibram FiveFingers. So for Spring 2015, the brand will introduce the Alitza Loop (a barefoot experience with optimal traction) and the Alitza Breathe (featuring calf wrap lacing). The shoes are preferable to socks for barre fans wanting an option for both in and out of the studio.
CYCLING/SPINNING What you do: Students sit on stationary bikes and practice movements in and out of the seat/saddle. A typical workout can entail climbing a hill, doing jumps, high intensity intervals and sprinting. Spinning (a variety of cycling) is available in 80 countries around the world, according to Mad Dogg Athletics, owner of the Spinning trademark. What you wear: A lot of what works out on the path or trail also works inside the studio. Pearl Izumi’s women’s X-Road Fuel II combines a cycling shoe experience with run shoe styling. The shoe is designed to be stiff while pedaling “with just the right amount of flex at the toe for off the bike walking comfort,” says Andrew Hammond, global brand manager of Pearl Izumi’s www.sportsinsightmag.com
FITNESS Ride category. A built-in lace garage eliminates the possibility of getting laces caught while riding. While class attire can range from tees, tanks and capris to padded shorts and jerseys, options that eliminate discomfort and chafing are key. For Pearl Izumi, the women’s Sugar Short captures these qualities, while the Ultrastar Short adds a little flare with color splices and a flip up leg band. The Symphony Cut Short, which will be available for Spring 2015, is being positioned as the “highest quality short inseam cycling short available,” according to the brand, with Elite 3D Chamois and a flattering V waistband. Giro’s bottom options for Spring 2015 are decidedly more casual, with an emphasis on functionality. The women’s Ride Legging With Pockets is a lightweight, fulllength legging with room for essentials, while the Mobility Cuff Pant features a woven fabric that moves with you and elastic cuffs. Up top, the Mobility Polo has a classic American polo style, yet with body-skimming fit and moisturewicking merino wool. O
Vibram FiveFingers Alitza Loop Shoe
YOGA’S STAYING POWER Nike Dri-Fit Knit Pant
Pearl Izumi Sugar Short
At this stage in the game, yoga doesn’t need to be included in a “studio fitness primer” because most retailers and vendors are well aware of what yoga is and what types of products related to yoga are available at retail. You may have heard of this little store called Lululemon being somewhat of a success. With 20.4 million active yoga participants and $27 billion annually spent on yoga products per Yoga Journal research, yoga’s staying power continues to impress. And this past year the notion of yoga pants as a wardrobe staple reached new levels. The athletic apparel industry has grown four times as fast as the clothing industry as a whole, according to the NPD group. And as activewear trends continue to become the new “casual style,” yoga and yogainspired apparel are playing a big part.
38 • Sports Insight ~ September/October 2014
Giro Mobility Cuff Pant
Pearl Izumi X-Road Fuel II
PrAna Roxanne Legging
Injnji Yoga Original Weight Micro
Ryka Tenacity
ASICS Studio No-Slip Single Tab
Reebok Dance UrTempo
www.sportsinsightmag.com
running cardio indoor cycling cross-training swim yoga dance cycling strength training SUP trail
Returning to Chicago next summer!
June 29 - July 1, 2015 Navy Pier & W Chicago Lakeshore Mark your calendars now. Join us in Chicago for the business-to-business event designed to focus retailers and brands on the most powerful consumer in the market place. Conference Presentations
Networking
Trade Show
Sunrise Fun Run
Demos
Contact Information Beth Gordon, Show Director 949-293-1378
[email protected]
Jeff Gruenhut 404-849-4156
[email protected]
Christina Henderson 212-305-4710
[email protected]
Troy Leonard 352-624-1561
[email protected]
Jeff Nott 516-305-4711
[email protected]
Sam Selvaggio 212-398-5021
[email protected]
Mark Sullivan 646-319-7878
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Andy Tompkins 949-278-6712
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Updates on 2015 speakers and trade show happenings: therunningandfitnesseventforwomen.com
Matt Mauer 516-305-4710
[email protected]
HOME FITNESS
Individual Performers 10 Functional Fitness Products That Pack a Big Punch
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key buzzword in fitness circles right now is “community.” The growth of studio fitness classes and continued interest in activities such as CrossFit are often attributed to a desire to work out in a group or with friends. But home fitness products are also hot right now. Small, easy-to-use fitness items can play a part in this “community” vibe. This is because training at home, even by one’s self, no longer means being “home alone” as the growth of online fitness sharing has enthusiasts Facebook updating, tweeting and Instagramming their individual workouts like champs. And handy dandy fitness apps on our phones let the world know exactly what fitness activities we’re up to whether at the gym, on the track or in our living rooms. Below are a few product standouts for the home routine.
SKLZ Elevation Ladder Knowing that agility ladders are already very popular with athletes, SKLZ decided to innovate and create a ladder it describes as being unlike any on the market. The Elevation Ladder is a combination of a ladder and hurdles. Athletes can use the ladder flat or flip it so it is raised like hurdles for a variety of agility and speed drills.
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Banyan & Bo Dri-Lite Microfiber Towel Designed specifically for heated yoga practices, the towel helps users maintain a steady stance on the yoga mat as temperatures soar. It fits perfectly on top of a mat and dries quickly. MSRP $24.98.
MSRP $49.99.
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GoFit Contour Kettlebell Ergonomically designed to wrap around the wrist and forearm, each Contour Kettlebell comes with an introductory DVD that helps the user become familiar with the product. The Kettlebell Workout helps in developing functional strength. MSRP $29.99 and up.
40 • Sports Insight ~ September/October 2014
www.sportsinsightmag.com
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Spri Dynamic Recovery Balance Pad The Spri Dynamic Recovery product assortment is designed to prepare the body to get the most out of every workout and help with recovery afterwards. Soft foam on the Balance Board creates instability when performing exercises to improve balance, ankle stability, coordination, and core and lower body strength.
Perfect Ab Carver Pro The Perfect Ab Carver Pro takes one of the toughest ab exercises – using an ab wheel – and makes it attainable. Inside is the Ab-Carver’s kinetic engine, consisting of an internal carbon steel spring that coils up and then springs back to keep the workout going. It adds resistance as you roll out and provides assistance as you come back up. MSRP $39.99.
MSRP $59.98.
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SKLZ AccuRoller This product falls under the recovery portion of functional fitness. This is a massage stick that can be used for trigger point release, rolling larger muscle groups and stretching. The balls on the stick can be removed to be used for trigger point release. The balls can also be rearranged to hit different muscle groups. Additionally, there are stretching straps on each side. MSRP $39.99.
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HumanX by Harbinger X2 Beaded Rope Designed for jumpers of all levels, from beginners to double-under aficionados. The Human X collection is a specialized line of training tools specifically designed for functional fitness workouts at home, in the gym or on the road. MSRP $25
www.sportsinsightmag.com
Perfect Tendon Tech The newest home fitness product from Perfect Fitness, out this fall, the Tendon Tech is designed for resistance training. It offers interwoven elasticity with numerous movements for total body sculpting. Users simply move hands closer together to increase resistance. The web design allows for a variety of different workout options, including single leg lunges, reverse fly, tricep kickback, bicep curl, lawn mower and dead lift. MSRP $19.95.
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HumanX by Harbinger Balance XT Instability training on the Balance XT is meant to be a fun, challenging workout that can be done inside or outside. The textured surfaces enhance user “feel.” It is also moisture proof and wipes down easily. MSRP $30.
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Perfect Pushup: The Original Rotating Pushup Designed to engage more muscles and to increase strength and definition in the arms, shoulders, chest, back and abs. Featuring a large, ergonomic grip as well as the patented steel ball bearing system that provides smooth rotation. MSRP $29.95.
September/October 2014 ~ Sports Insight • 41
SOCCER
Kickin’ it Up a Notch Argentina’s Sergio Aguero is one of Puma’s key soccer endorsers.
A Banner Year for the Sport Has Soccer Scoring at Retail. By Michael Jacobsen
Seattle Sounders Fuzzhead Wig by Bleacher Creatures.
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n early August, a record crowd of 109,318 turned out for a pre-season friendly match between two European soccer powers — Manchester United and Real Madrid. But this game wasn’t played in England or Spain, or anywhere in Europe for that matter. It took place in the Big House, the gigantic football stadium at the University of Michigan and it was the largest crowd ever to watch a soccer game in America. If each one of those more than 109,000 fans bought a Nike U.S. replica jersey, or an Adidas soccer ball, or even a scarf made by an official licensee, that adds up to … well, you do the math. What it does certainly add up to is unprecedented interest in soccer in America, which is coming of age as a generation of young Americans makes this previously “foreign” sport their own. It certainly hasn’t hurt that the U.S. National Teams are among the best in the world — the women are ranked number one and the men are 15th. A strong showing by the men at the FIFA World Cup in Brazil over the summer sets the stage for the women’s team as it heads into the Women’s World Cup in Canada next year. It has been a banner year for soccer in America and the major players are enjoying the ride after years in the shadows of the other major team sports. For proof look
no further than Soccer American, a soccer specialty shop in Maryland, which saw record sales increases over the summer that manager Michael Lansing attributes both to the World Cup excitement along with the growing mainstream acceptance of the game. Lansing reports that Soccer American saw noticeable impact at both of its store locations, as well as its online site. Working with major vendors such as Nike, Adidas, Puma, Premiership Soccer and Panini, retail sales compared to the same period in 2013 were up 217 percent at its Kensington location and 197 percent at Columbia, while its website saw a 225 percent increase. While a World Cup year almost always results in some bump in sales, Lansing says the 2014 numbers were unprecedented. (The Kensington store saw “only “ a 193 percent increase for the previous World Cup in 2010; the Columbia store, 140 percent.) Again, he attributes it to the growing acceptance of the sport in America going beyond hard core futbol fans. “We saw a tremendous amount of casual consumers becoming more interested in soccer and buying soccer products, especially the jerseys,” Lansing says, pointing out that the United States Away Jersey was the most popular jersey. “We would get a new shipment in one day and be completely sold out the next.” Soccer American expects this sales growth to continue into the fall and winter as the stores and the website continue to see triple www.sportsinsightmag.com
digit sales increases. The story is much the same on the other side of the country, where Far Post Soccer Supply, with two locations in the heart of soccer country in Portland, OR (right down the street from both Nike and Adidas), benefitted not only from World Cup this summer but also from the Major League Soccer All-Star Game being played in its backyard a few weeks later. Combined, the two contributed to a record summer for Far Post and owner Sonny Jepson remains bullish on the future. “Most definitively World Cup had a positive impact on business this summer,” he says, reporting increased activity in specific team apparel, particularly U.S., Mexico, and Argentina jerseys. “This World Cup produced more sales than
Major League Soccer markets the league’s World Cup stars.
any previous one and we believe this is a result of the overall growth of soccer in the U.S., as well as the game times being more accessible to the U.S. audiences,” Jepson says. “We had several first-time customers during this World Cup and I was amazed by how much coverage was on local/national TV.” Jepson says Adidas was supportive enough to update its existing concept shop layout within the stores just prior to the World Cup and he received excellent feedback from his customers that helped drive sales of Adidas product. Far Post also has special Nike fixtures, but they were not updated prior to the World Cup or MLS All-Star game. The Big Boys Battle As the 32 teams from around the world fought on the pitch, Adidas and Nike were fighting their own little battle against each other during the World Cup, with the former being an official sponsor and the latter suiting up 10 of the tournament’s 32 teams. Off the pitch, Nike’s #RiskEverything campaign dominated views, social chatter and engagement leading up to and during the tournament. The three #RiskEverything films – “Risk Everything,” “Winner Stays” and “The Last Game” – racked up 397 million online views. Twenty-three million people engaged with the content by liking, retweeting or commenting, making “The Last Game” one of Facebook’s most shared posts ever. “Our football business has never been stronger,” Nike brand president Trevor Edwards told analysts in a recent conference call. “Our www.sportsinsightmag.com
comprehensive offense on the pitch and in the marketplace drives our leadership as the world’s best football brand,” said Edwards. CEO Mark Parker tends to agree, saying recently that the sport in the U.S. “offers huge potential in particular,” especially compared to other countries where futbol already reigns supreme. Ready to argue with Nike’s claims of dominance, of course, is Adidas, whose heritage is based on the Beautiful Game. As official sponsor of FIFA World Cup it had the inside track for exposure of the brand. “The impact of World Cup was tremendous for Adidas, and also huge for soccer in the U.S.,” says Ernesto Bruce, director of soccer at Adidas. “Adidas had high expectations heading into Brazil, and the results we saw – from product sales to fan engagement – were above and beyond what we had anticipated.” Bruce expects this growth to continue. “Our soccer business is up double-digits in the States and we will achieve an unprecedented two billion Euros in our soccer business globally this year,” he says. A big winner was the Brazuca, the official match ball of the 2014 World Cup, and the company says it will sell more than 14 million balls globally. “We will continue this momentum into 2015 with relentless product innovation with launches of new cleats, soccer balls and uniforms for all of our teams,” Bruce adds. Adidas is the official sponsor of the FIFA Women’s World Cup in Canada next year and it again plans to unveil a new official match ball. Battling with the two big boys in the U.S. and globally is Puma, which had its own presence at World Cup with eight teams in Brazil. Tara McRae, Puma’s senior VP-strategy, brand and marketing, reports that Puma “heavily activated the brand in the social space and combined that with some innovative and progressive product on pitch.” The eight Puma teams in the finals wore its new progressive looking kits featuring ACTV technology and all of its sponsored athletes sported new “tricks’ boots that generated a lot of buzz around colorful pink and blue product. Puma kept its World Cup momentum going when it unveiled its newest partnership with Arsenal Football Club as the club traveled to the U.S. for the first time in 25 years to play a friendly match against the New York Red Bulls over the summer. And last month Puma launched its new brand platform, Forever Faster. A comprehensive multi-media marketing campaign features a few of Puma’s endorsers, including Mario Balotelli, Sergio Aguero and Marta Vieira da Silva. “We have a strong outlook for 2015 with the continued innovation in product and marketing along with continuing to activate our amazing roster of athletes,” McRae adds. “We will have an increase in presence in-store and online and our owned and operated Puma retail locations are having strong sellthrough in soccer product, which allows a new consumer to explore what we have to offer in that category.” O
MAJOR MOMENTUM
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ajor League Soccer celebrates its 20th anniversary in 2015 and it is riding a wave of World Cup momentum. MLS senior VP-consumer products, Maribeth Towers, took some time out to speak with Sports Insight. What does soccer business in the United States look like right now? The World Cup captured the hearts and minds of the U.S. like never before and it reinforced that the United States is a soccer nation. As we’ve seen in the past, each successive World Cup adds more momentum to the sport’s growth. Many of the players from the U.S. team and several others who excited and inspired our country returned to their clubs here in MLS and we welcome soccer fans to join us in supporting the incredible athletes who made us proud. How successful was 2014 at retail? Retailers, like fans, definitely got into the spirit of the World Cup with support for the U.S. Men’s National Team. In addition to the traditional sporting goods channels, many fashion-based retailers, such as Forever 21 and Old Navy, got into the game by bringing in licensed goods. How will MLS keep the success going? We’ll look to continue and expand our retail relationships with both the sporting goods buyers as well as with the non-traditional sports outlets. Are there any retail promotions planned through the end of 2014 season that will promote the sport of soccer in general and MLS in particular? On-going retail promotions are certainly in the works for MLS as we continue to highlight our key players such as Clint Dempsey, Graham Zusi, Matt Besler and Michael Bradley through in-store activations, retail signage and player appearances. How can sporting goods retailers take advantage of MLS marketing opportunities through the end of the 2014 season? There are lots of ways retailers can engage with MLS throughout the season. In-store signage can be supplied to retailers to support their product assortments. Also, as we get further in to the playoff run, we’ll look to offer new product in support. Are there opportunities for smaller sporting goods retailers and soccer specialty shops to work with MLS? Absolutely. We are happy to work with retailers both in and out of MLS markets and can cater retail programs to suit their assortments and store set-ups.
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Superstar Status
The NBA Keeps Rising with Big Stars and Year-Round Global Buzz.
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hen King James decided to come home last summer, he did more than move the line in Las Vegas. He sent sales of all things LeBron and Cleveland Cavaliers soaring, and certainly set the stage for strong business across the NBA brand. After he announced his return to Cleveland, sales of LeBron James product skyrocketed, even before fans knew the uniform number that he would select. When James announced his return to Cleveland on July 11, his Cavs replica jerseys (all three color versions: home, road and alternate) were the top three best-selling items on the league’s digital store on NBA.com. And eight of the top 10 items sold during the dog days of summer were LeBron Cavs items. By the way, he eventually settled on 23, the number that he wore when he started his NBA career with
44 • Sports Insight ~ September/October 2014
the Cavs. He chose the number with the help of his 14 million-plus Twitter followers. Certainly James reigns as the sport’s king, but other key player movements made for an interesting summer and set the stage for NBA sales during the 2014-15 season. “The player movement and free agency always gives us a nice bump,” says Lisa Piken, VP-licensing for the NBA. Interestingly, the NBA is taking advantage of both the popularity of its big-name stars and rising interest beyond the United States. “The growing popularity of basketball has helped fuel sales,” Piken notes. And much of that growth comes from overseas, with more than an estimated one-third of NBA merchandise sold outside the United States, with China and Europe leading the overseas sales roster. Part of that has to do with the increasing number of international players. Last season, NBA rosters
brought the world into its courts with a record 92 international players from 39 countries and territories. The league furthered its global presence with games and programming in 215 countries and territories in 47 languages and NBA merchandise for sale in more than 125,000 stores in 100 countries on six continents. Its e-commerce sales have soared thanks to platforms in China, Brazil, Mexico and Eurasia, Piken notes. Australia soon joins the fold, she adds. Success hinges on working with each country’s e-commerce provider. “Each country is different, so we work with the commerce providers overseas to find out what works.” That focus works. As an example she notes, “For a long time, we were focused on fans and Chinese culture, but we found out they want the authentic NBA merchandise.” Plus, NBA stores are springing up across the globe. MK Trend, www.sportsinsightmag.com
FORECAST FOR 2015 the league’s licensee in Korea, now has some 70 NBA-branded shops. There are another 30 or so brickand-mortar stores in Taiwan and a growing number of stores in China, the Philippines, Australia and New Zealand. Such globalization doesn’t mean that the NBA ignores its key U.S. retail and online market, though. Working hand-in-hand with its licensees, the NBA has a wealth of product displayed online and in store. Additionally, its digital outreach includes NBA TV, available in 60 million U.S. homes. NBA.com set a record last year with more than 9.5 billion page views, with more than half of all visitors originating from outside of North America. And the league claims it’s the sports king of social media, with more than 600 million likes and followers globally across all league, team and player platforms. Run by Fanatics, the NBA store continues to build online sales. Additionally, the league provides direction and best practices for each team, which has helped triple sales over the past 10 years for its 31 teams. The league remains equally committed to U.S. retailers. A program started just two years ago with Kids Foot Locker brings the
The NBA brand is strong at Kids Foot Locker.
www.sportsinsightmag.com
NBA brand to life. Floor-to-ceiling player graphics lead customers to the NBA Pro Zone. More than 300 Kids Foot Locker stores now carry the Pro Zone graphics and NBA merchandise. The chain also uses its flagship store in New York to extend its NBA reach, using the league’s video game, expanded signage, player exhibits and more to score NBA sales. And the chain’s website promotes the NBA Pro Zone to tie it all together. Champs, Kids Foot Locker’s sister chain, is also heavily involved in the hoops game. More than 500 Champs stores carry the NBA Shop, making it a key mall destination for NBA merchandise. The league and its licensees support Champs with merchandising and strategic marketing initiatives. And the mass merchants aren’t ignored, including outof-the box merchandising. A recent partnership with Walmart introduced the NBA to, of all things, the produce section inside 3,600 stores. The clever marketing strategy for NBA FIT Food included oranges with NBA stickers and bags. The stores showcased the league’s push to get adults and kids to eat healthier through in-store displays, social media and clinics and player appearances. The NBA will also look to further its reach into the national discount chains with a longterm licensing agreement with VF Imagewear to produce team and player identified T-shirts, fleece apparel, shorts, pants and lightweight outerwear to mass retailers. Part of VF Corp., the world’s largest apparel company, VF Imagewear is working on the product lines and merchandising for a fall rollout, Piken says. And the NBA shows love to the big-box stores. It works in concert with its licensees to further its brand and sales on the retail floors of the industry’s big boys. Whether in-store, online, here at home or abroad, Piken believes the key to success is to focus on fans. In particular, she says fashion and hot markets push the NBA brand. “We are a fashionable brand,” Piken says. “Pay attention to the hot markets such as Cleveland, and look at those young, hot players who fuel sales.” O
Teams and Players to Watch: s ,E"RON *AMES AND HIS RETURN TO THE #LEVELAND #AVALIERS s ! HEALTHY $ERRICK 2OSE AND THE #HICAGO "ULLS s 4HE 3AN !NTONIO 3PURS AS THEY CONTINUE TO BE A TALENTED AND COMPETITIVE ."! TEAM New Product Line/Licensees: s !DIDAS #HRISTMAS $AY JERSEYS 4HE #HRISTMAS $AY UNIFORM TRADITION BEGAN IN AS AN OPPORTUNITY TO CELEBRATE ONE OF THE LEAGUES MARQUEE GAME DAYS WITH A UNIQUE LOOK FOR ALL TEAMS ON COURT s 4HIS YEAR THE ."! WORKED WITH !DIDAS ON AN ALL NEW LOOK FOR ITS TEAMS JERSEYS 4HE DESIGN IS MORE OF A TRADITIONAL UNIFORM LOOK THAT FEATURES EACH TEAMS PRIMARY LOGO ON THE FRONT ALONG WITH ENLARGED NUMBERS ON THE BACK %ACH PLAYERS FIRST NAME IS FEATURED ON THE BACK OF THE JERSEY A NOD TO ITS PLAYERS FAMILIARITY TO FANS AROUND THE WORLD s 6& )MAGEWEAR 4HE LONG TERM LICENSING AGREEMENT WITH 6& )MAGEWEAR IS FOR TEAM AND PLAYER IDENTIFIED 4 SHIRTS FLEECE APPAREL SHORTS PANTS AND LIGHTWEIGHT OUTERWEAR FOR THE MASS MERCHANT CHANNEL 0RODUCT LINES AND MERCHANDISING WILL BE READY FOR A FALL ROLLOUT Major Marketing Programs: 7HILE THE LEAGUE SAYS PLANS ARE STILL IN THE WORKS FOR ITS MAJOR MARKETING PROGRAMS AND PLATFORMS FOR THE SEASON IT HAS ANNOUNCED EXPANDED TELEVISION PROGRAMMING !DDITIONALLY IT WILL SHOWCASE THE SPORT IN MORE INTERNATIONAL MARKETS WITH REGULAR SEASON GAMES IN -EXICO AND THE 5NITED +INGDOM AS PART OF ITS EXPANDED ."! 'LOBAL 'AMES SCHEDULE FOR THE SEASON 0RESEASON GAMES WILL BE FEATURED IN "RAZIL #HINA 'ERMANY AND 4URKEY Charity Programs: s ."! #ARES (OOPS FOR 4ROOPS IS THE LEAGUES GLOBAL YEAR ROUND PROGRAM HONORING ACTIVE AND RETIRED MILITARY AND THEIR FAMILIES ,ED BY TEAMS AND CURRENT AND FORMER PLAYERS THE INITIATIVE FEATURES A VARIETY OF ACTIVITIES INCLUDING THE (IRING (EROES PROGRAMS IN ARENA NIGHTS MILITARY BASE VISITS TICKET PROGRAMS IN GAME ACTIVATION AND MEET AND GREETS WITH 7OUNDED 7ARRIORS 4HE PROGRAM WAS LAUNCHED IN COL LABORATION WITH THE $EPARTMENT OF $EFENSE s ."! #ARES 3EASON OF 'IVING IS THE LEAGUES PROGRAM THAT INVITES FANS TO GIVE BACK TO THEIR COMMUNITIES DURING THE HOLIDAY SEASON 3IMPLY PUT 'IVE 3HARE )NSPIRE s ."! &)4 IS THE LEAGUES COMPREHENSIVE HEALTH AND WELLNESS PLATFORM THAT ENCOURAGES PHYSICAL ACTIVITY AND HEALTHY LIVING FOR CHILDREN AND FAMILIES THROUGH PROGRAMS EVENTS AND PRODUCTS s ."! !LL 3TAR WILL FEATURE COMMUNITY PRO GRAMMING THROUGHOUT ALL OF .EW 9ORK #ITYS FIVE BOROUGHS s ."! 'REEN IS A LEAGUE WIDE PROGRAM IN PART NERSHIP WITH THE .ATURAL 2ESOURCES $EFENSE #OUNCIL .2$# AND THE 'REEN 3PORTS !LLIANCE THAT GENERATES AWARENESS AND FUNDS FOR PROTECTING THE ENVIRONMENT 4HE LEAGUE AND ITS TEAMS AND PLAYERS ARE TAKING STEPS TO BE MORE ENVIRONMENTALLY FRIENDLY AND ARE ENCOURAGING FANS TO PARTICIPATE IN LOCAL GREENING INITIATIVES
Derrick Rose
Manu Ginobili
Joakim Noah
Kawhi Leonard
3EPTEMBER/CTOBER ^ 3PORTS )NSIGHT s
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Skating Ahead The NHL Is Bullish on Business.
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he fastest game on ice has all the elements in place to become the fastest player in the licensing game. Just two seasons removed from labor unrest and a shortened season, the NHL now skates with stronger legs and a game plan to team up with retailers of all kinds to sell more branded goods whether jerseys or T-shirts, lamps or even a replica of the legendary Stanley Cup. Besides winning Sports League of the Year, Sports Executive of the Year recognition for commissioner Gary Bettman and Sports Event of the Year for the 2014 Bridgestone NHL Winter Classic, the league comes off a year of strong TV ratings, corporate sponsorships and product sales. Such momentum
46 • Sports Insight ~ September/October 2014
will carry over into the 2014-15 season, says Jim Haskins, group VP-consumer products licensing “We are very bullish. We have the wind at our back,” Haskins says about prospects for licensing sales. Such momentum and enthusiasm carries over to retailers. “This has the retailers recognizing our growth and potential. There’s a lot of fodder for the retail community to increase their commitment to NHL licensed products,” Haskins says. Haskins notes three key factors in this commitment. Retailers are increasing the calendar on the sales floor; it’s a year-round business these days. Retailers also are increasing the amount of dedicated space to the NHL brand on the sales floor. And more doors are opening to sell those products, along with strong
online sales. Sure, the economy presents a challenge, recovering slowly and unevenly, Haskins notes. This has reshaped the retail landscape, with winners and losers determined by those that either adapt to changes or find themselves left out in the cold. In particular, winning retailers must get behind key trends to survive in today’s environment. “For us, there is real strategic focus on the trends,” Haskins says as the NHL looks to support all retailers, whether brick-andmortar, online or omnichannel. Brand immersion and visual merchandising play a key role in serving customers and selling NHL product, Haskins says. Consolidation of the retail footprint means retailers need to make a bigger bang with smaller footprints, too. That requires www.sportsinsightmag.com
FORECAST FOR 2015 putting assortments in a collection on the retail floor. Along with this, Haskins sees product as paramount with innovation and quality key considerations coupled with a more efficient supply chain. “Retailers want to freshen up the sales floor. We also see lean manufacturing runs but quicker response. We are always working with suppliers and retailers for efficiencies,” Haskins says. And certainly the customer is king, albeit a changing consumer, with millennial consumers with more purchasing power and an affinity for social media in making both shopping and product choices. “We have to wrap all this together,” Haskins notes. “We look at this as an opportunity. We have wind at our back, customers with money and the plan to take advantage of this.” The league’s licensing arm looks across all retail channels, Haskins notes. “We’ve adopted a strategy that one size does not fit all. It’s incumbent upon us to create brand energy and differentiation by retailer.” It starts with product geared to different retailers. “We listen to retailers on their customer base and how it speaks to their customers’ needs.” Then, various retail solutions are combined to help sell product. Every team is looked at as a flagship, he notes, with arena shops serving as a cornerstone in reaching avid fans. “They consume the sport live at these arenas. This is a key opportunity where we bring sophisticated retail tactics.” Some teams even deploy ice cream trucks to further fan engagement while showcasing product in their communities. The big-box stores also get their share of love. Last year, the NHL teamed up with Dick’s Sporting Goods on a superstore concept in New York, Chicago and Pittsburgh. Visual merchandising of key players drew attention, along with a ring of all 30 teams, televisions to showcase action and mannequins displaying uniforms. Product sections further told the story of key brands — Reebok, Old Time Hockey, 47 Brand and New ERA. The end result: Those Dick’s www.sportsinsightmag.com
locations with NHL superstores posted triple-digit sales gains. The Dick’s program will be expanded this year to Philadelphia in the chain’s store in the King of Prussia Mall. Plans are also underway to locate an NHL shop in a Dick’s store in Colorado, a key and growing market, Haskins says. Sports Authority also will launch a new initiative this season. It’s teaming up with Starter to take a page from an old book by going retro with satin and breakaway jackets. “It’s deploying a retro brand that speaks to licensed products from yesteryear. What’s old is new,” Haskins says. Mass merchants know that sports speak to communities, Haskins adds. The big discount chains such as Walmart, Costco, Target and Canadian Tire are working with key manufacturers to “tell one story.” As examples, Target uses Fan Central while Canadian Tire calls it the Fan Zone to attract NHL fans Those manufacturers are better equipped to go store by store, rack by rack to manage inventory and sell-through. Online plays a key role in the NHL’s licensing strategy, Haskins adds. The league’s site serves as the flagship, offering the broadest assortment, including hundreds of specialty and novelty items. The league also works diligently to marry online product offerings to its key events such as the Winter Classic and All-Star game, as well as player and team milestones. “We work hard to make sure our marketing calendar marries with these events and milestones by the day and by the hour. We want to ensure digital channels provide a visual and emotional connection with the fan.” Social media remains top of mind, too, especially in reaching the Millennials, Haskins notes. “We are constantly looking at consumer needs through social channels. We want that instant feedback.” With its game plan in place, Haskins says retailers of all persuasions can skate to success by also focusing on the customer experience. “It’s all about a great shopping and fan experience. Fan loyalty is high but so is the expectation for the brand. Their experience must be superior.” O
The NHL has made an effort to attract young fans.
Rise Sport’s new NHL Edition sunglasses.
Hockey Fights Cancer Wristers by Fan Fever.
Star players drive NHL licensed sales at retail.
Teams and Players to Watch s !NAHEIM #AN 2YAN +ESLER HELP MAKE THE $UCKS THE 0ACIFIC $IVISION PLAYOFF CHAMPS s #HICAGO #AN "RAD 2ICHARDS TEAM WITH +ANE AND 4OEWS TO GET THE "LACKHAWKS THEIR THIRD #UP SINCE s -ONTREAL 7ITH A NEW LONG TERM DEAL CAN 0+ 3UBBAN LIFT THE (ABS BACK TO THE #ONFERENCE &INAL s .9 )SLANDERS 2ETURNING FROM INJURY WILL *OHN 4AVARES LEAD HIS IMPROVING YOUNG TEAM INTO THE PLAYOFFS s 4AMPA "AY 3TEVEN 3TAMKOS SEASON WAS SHORTENED BY INJURY #AN HE RETURN TO GOAL FORM IN s 7ASHINGTON 7ITH A NEW COACH AND '- WILL !LEX /VECHKIN WIN ANOTHER GOAL SCORING TITLE AND GET THE #APS BACK TO THE PLAYOFFS s %MERGING STARS /LIVER %KMAN ,ARSSON !RIZONA "RANDON 3AAD #HICAGO *OHN 'IBSON !NAHEIM 6ALERI .ICHUSHKIN $ALLAS 2YAN -URRAY #OLUMBUS 2YAN 3TROME .9 )SLANDERS *ACOB 4ROUBA 7INNIPEG s 2OOKIE WATCH *ONATHAN $ROUIN 4AMPA "AY $ARNELL .URSE %DMONTON *OHNNY 'AUDREAU #ALGARY %VGENY +UZNETSOV 7ASHINGTON New Licensees 4HE .(, HAS EXTENDED ITS PRODUCT LINEUP WITH NEW LICENSEES WITH EIGHT ALONE IN THE GIFT AND NOVELTIES CATEGORY TWO IN COLLECTIBLES AND THREE IN PRINTED PRODUCTS Of note s 0RINTS #HARMING 7ALL DÏCOR AND PICTURE FRAMES INCLUDING PERSONALIZED .(, LICENSED ITEMS s !LL "OBBLEHEADS #USTOMIZED BOBBLEHEADS s 0REMIERE 0RODUCT 2ESOURCING 3WAROVSKI
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INSIDE: NHL SPECIAL SECTION
A FORMULA4 MEDIA PUBLICATION / MARCH/APRIL 2014
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TECHNOLOGY RULES THE SOCK STORY BRACE FOR THE TOP HAND IT OVER Dealers Enter the 21st Century
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