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CONTENTS » MONTH 2014 Editor Michael Jacobsen [email protected] 201-396-7005 Editorial Staff Tim Sitek, Senior Editor Nancy Baeder, Correspondent Mike May, Correspondent Keith Lawrence, Researcher Art Director Francis Klaess Associate Art Director Mary McGann Publisher Jeff Gruenhut [email protected] MARCH 2015 404-467-9980
Advertising Sam Selvaggio [email protected] 212-398-5021 Mark Sullivan [email protected] 646-319-7878 Jeff Nott [email protected] 516-305-4711 GIRL POWER Troy Leonard [email protected] 352-624-1561 Beth Gordon [email protected] 949-293-1378
Production Michael Jacobsen [email protected] 201-396-7005 Subscriptions www.teaminsightmag.com Business Manager Marianna Rukhvarger [email protected] 516-305-4709 08 Trends 38 Strong is Pretty Director of Audience Development Women and Leadership; NSGA Sets Team Dealer Fit and function are the key factors in making female Matthew Mauer Program; Pay-to-Play Hurting Youth Sports athletes happy in 2015. [email protected] 516-305-4710 14 Girls Got Games 44 Editors’ Picks How big would the team business be without girls Four pages of the best new team sports products for playing sports? About half the size. girls for 2015. Formula4Media, LLC 18 In The Strike Zone 48 Role Models PO Box 23-1318 Three female athletes who played at the highest Great Neck, NY 11023 Despite some slowing down of participation Phone: 516-305-4710; Fax: 516-441-5692 numbers, fast-pitch softball retains its hold. levels take a look back at how they got there. www.formula4media.com Formula4Media Publications 24 Cheering The D-E-T-A-I-L-S 52 What Dads Want Sports Insight Team dealers with a focused sales strategy can A Team Insight roundtable of fathers of young female Outdoor Insight Footwear Insight W–I–N in cheerleading. athletes. Moderated by editor Michael Jacobsen. Team Insight Textile Insight Running Insight 30 Girls’ Niche Sports Make ‘Cents’ 58 End Zone Trend Insight These four sports are vital to the team business in Shock Doctor Teams With Pop Warner; Zlaket Team Insight ©2015 is a trademark of the 21st Century. Replaces Parish at Rawlings Formula4Media, LLC, Great Neck, New York. All rights reserved. The opinions expressed by authors and contributors to Team Insight are not necessarily those of the editors or publishers. Team Insight is not responsible for unsolicited manuscripts, photographs or artwork. Articles appearing in Team Insight may GET MORE INSIGHT! not be reproduced in whole or in part without the express permission of the publisher.
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4 Team Insight / March 2015 teaminsightmag.com SUBLIMATION MADE EASY BUILD IT. DESIGN IT. ORDERORDER IIT.T Holloway’s Sublimation Designer is configured to provide you high quality sublimation as fast and efficiently as possible. Visit HOLLOWAYUSA.COM/CUSTOMSUBLIMATION to build your design and view our latest lead times. Holloway Custom sublimation is also available for Basketball and Hockey uniforms.
HOLLOWAYUSA.COM/CUSTOMSUBLIMATION 1-800-331-5156 MICHAEL JACOBSEN Thanks for all of the memories, keep up the good work and please keep making female- specific product better for our girls. Saving the Date A coach and father thinks back to the good old days of girls’ sports.
received one of those Save The spending hundreds of dollars on sey and tie it off so it didn’t get in Date notices in my email box shoes, clothes and gear. Here’s how I the way. And don’t get me started the other day, making sure I think I would have responded. on how her soccer shorts fit. I was available on a Saturday this UÊ ÞÊ`>Õ} ÌiÀÊÜ>ÃÊ`iwÌiÞÊÊ UÊ7iÊà ««i`Ê>ÌÊÕÀÊV>ÊëÀÌ}Ê May for a ceremony in Arlington, charge when we went shopping. I goods store, which amazingly is VA. You know the drill — church knew my stuff because I was in the still in business and remains one of wedding, reception following, more business, but she knew what she my favorite places to stop in and information to come. wanted and that’s what we got. chat with the owners. A Sports This particular wedding is for Fortunately, this was before the Authority was right down the a girl I used to coach in soccer, day of the $400 softball bat. road, but when we went there I basketball and softball when she UÊÊ«>`ÊvÀÊÌÊ>ÊÜÌ Ê>ÊÃi°Ê usually ended up writing to them was young. She was a middle-of- What better investment is there with some complaint or other the-pack talent, better in soccer than spending a few bucks so about the service. than softball, and basketball was happier for them. your daughter could have fun, Finally, what would I tell sporting definitely not her sport even I have been thinking about the get exercise and build a little goods companies about my though she was tall and thin. But good old days of coaching her teams self-esteem? daughter’s experience? I would she played with enthusiasm, rarely a lot as I put this special Girls’ and UÊ/iÊÞi>ÀÃÊ>}ÊÜ iÊà iÊÜ>ÃÊ£xÊ say thanks for the memories, keep missed a practice or game and Women’s Sports Issue together, there was very little female-specific up the good work and please keep was definitely in it more for the especially as I interviewed the product. Her uniforms were making female-specific product exercise and social aspect than for fathers for the “What Dads Want” usually ill-fitting and the shoes she better for our girls. But above all, the competitive side of it. She wore roundtable discussion on page 52. I wore were almost always hand- keep making it possible for these number 18 most of the time. want to tell them to slow down and me-downs from her older brothers young girls of all shapes and sizes, That’s because that was my enjoy it and be sure to make it to as anyway. We did buy her one of skill level and desire to have what uniform number back in college and many games as life and their bosses the first Schutt ponytail batting my daughter had with her father — this girl I am saving this date for is will allow. Sooner than you know helmets, though. time together. my now grown-up daughter, who left it there will be no more games — UÊiÀÊLÕÞ}Ê`iVÃÃÊÜiÀiÊ>Ü>ÞÃÊ Now excuse me, I have to go work years ago to go to college, meet her replaced by high school and college based on performance, except on my speech for the wedding. O future husband, travel the country graduations, moving days, Sunday when it came to apparel. Then it and finally settle down. And even phone calls and then, a Save the was all about style and what was though it will be sort of a mixed Date notice. “in” those days. marriage – she is from a family that I also thought about how I would UÊÊ«iÌÊ«iiÛiÊÜ>ÃÊÌ iÊwÌÊvÊ iÀÊÕ- roots for the Yankees and her fiancée have answered the questions I forms. As a coach I learned how to is a Red Sox fan – I couldn’t be asked these dads back when I was twist the bottom of a too-long jer-
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TEAM / TRENDS
Women and Leadership: How to Get There The team sports business needs to look more like its customers.
By Ruth Crocker Times are changing. Women are entering leadership ranks and The team sports business does not demonstrating that those qualities have a strong female presence at attributed to the female gender the executive level. Need proof? enhance productivity. If you are a Look around any industry meeting woman who has gained access to or buying group show and count the a leadership position, hold on to number of women in the audience those qualities that are the secret or walking the aisles. In this annual to your success: Girls’ and Women’s Sports issue UÊ ii«ÊÞÕÀÊiÞiÃÊ«iÊvÀÊÌ iÀÊ of Team Insight, the author takes talented people who may a look at what the team sports need a foot in the door. They industry – indeed, any industry may become an asset in your – needs to do to become more organization. representative of its customer base. UÊ ÌÛ>ÌiÊÌ iÀÃÊLÞÊÃ Ü}Ê personal appreciation and t appears that more women approval rather than neglect or than ever are stepping up to no energy by being shared and charismatic, reliable and inspiring. disapproval. positions of leadership, but are paving the way for women to Interestingly, when female UÊ ÌÕiÊÌÊLiÊÃiÃÌÛiÊÌÊÌ iÀÊ I the path in male-dominated assume leadership roles. executives were asked what people’s feelings and be willing businesses such as team sports is Alison Levine, who was the qualities were present in women to provide interpersonal support. still not as clear and unobstructed team captain of the first American who have risen to the highest This can be as simple as a as we might think. One of the Women’s Everest Expedition and ranks in their organizations, many sympathetic look or a message of challenges is that there are so served on the faculty at West qualities echoed those heroic support. few women in the business in the Point, says that finding those traits. They listed confidence, UÊ ÕV>ÌiÊÜÌ ÊÃÌ>vvÊÃÊ first place to serve as mentors for people, both men and women, grace, diplomacy, tact, insight, that they know you are aware younger women. who will help women gain access listening with good eye contact, of what kind of stress they are To understand, it helps to take is crucial. Levine feels that our moral integrity, global intelligence, experiencing on the job. a look at what Ella Fitzgerald, the warmth, compassion, authenticity, UÊ >ÀvÞÊÞÕÀÊÕÌ>ÌiÊ}>ÃÊ>`Ê queen of jazz, said when she was Women can be leaders in passion for work, competence, allow people on the day-to-day asked the secret of her success: the team sports business, good communication skills, self- operational level the autonomy “It’s simple, I owe it all to one but access to opportunity assurance, being welcoming, and to work within that goal without woman, Marilyn Monroe. She stood to lead is a crucial step. seekers of the best outcome for micromanaging them. up for me. She went to the owner of all parties. UÊ ÌÀÊÞÕÀÊÃÌ>vvÊ>ÃÊÌÊÌ iÀÊ the Mocambo Club in 1955 and told responsibility is to show people Personal behavior is the most assignments and abilities. Match him that, if he gave me a gig for one what’s important by actions important source of motivation job assignments with workers, week, she’d be there every night at and demonstrating a leadership for managers, especially in a fluid allowing them to work at the top the front table. And she was. I never philosophy on a daily basis. In her system where groups of workers of their competency. had to play a small club again.” case, her mantra is: Be the person are brought together to manage a All of these qualities are There is no question that that others can count on. specific project over a certain time attributes in which women leaders women can be leaders across all There is a connection between period. (Sound like a team dealer’s have excelled. As Joseph Campbell professions, even in team sports heroism and leadership. Heroism office in football season?) said, “follow your bliss.” You will where few women currently hold is a trait that is rarely associated Management of anxiety find your place. Q top-level posts, but access to with being female, but the among staff is a crucial part of a opportunity to lead is a crucial acknowledgement that women manager’s role and women seem About the Author step before considering individual leaders often behave heroically to understand this intuitively. Ruth Crocker, Ph.D. is an author and leadership style and goals. More could move us closer to recognizing The heroic aspect to this is the expert on recovery from trauma and and more women have helped to that women are natural leaders. atmosphere of safety that is personal tragedy. Her book, “Those discard the myth that women can In a survey of beliefs about generated and the message that, Who Remain: Remembrance and only have success at the expense heroes and what heroism “this is a workplace where you will Reunion After War,” describes her of another woman. More women represents, eight traits were be asked to bring your best, and I experience following her husband’s today (and men) are realizing identified as predominant: smart, will support you however I can so death in Vietnam. She can be that they have power that loses strong, resilient, selfless, caring, that you can do that.” reached at www.ruthwcrocker.com.
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NSGA Sets Team Dealer Program Industry will gather for three days of education and networking.
eam dealers are in a business with tools on closing nington Performance Group and will have an opportunity to give constantly evolving and deals, discounting, processing, author of “Make Change Work,” back to the community and support highly competitive segment prospecting and more. will provide practical tools to sports participants by helping the T of the sporting goods UÊUsing Social Media to More help leaders and organizations Austin Parks and Recreation Depart- industry and the 51st Annual NSGA Effectively Market Your Team meet the challenge of continuous ment with cleanup and repair proj- Management Conference and 17th Business. Eve Mayer Orsburn, change. This session will provide ects at the multi-use Roy G. Guerre- Annual Team Dealer Summit, to be founder and CEO of Social Media seven change leadership strate- ro Park. Attendees are encouraged held May 3-6 at the Omni Barton Delivered, will give an interactive gies to turn intentions into action. to arrange their travel plans around Creek Resort & Spa in Austin, TX, presentation on how team dealers this volunteer opportunity. will provide them with the tools and can reach their target audience Four Team Summit NSGA will also unveil its inaugu- knowledge they need to succeed. through social media. The focus sessions will focus on ral Innovations Arena to showcase “We always look to support team will be on using tools such as You- helping roadmen, using new sporting goods and retail dealers the best way we can,” says Tube, blogs, Twitter, Facebook, social media, attracting technology products. In addition, NSGA president and CEO Matt LinkedIn and other social media younger talent and two deserving companies will be Carlson. “The four sessions focusing platforms. embracing change. recognized for their contributions on helping roadmen, using social UÊAttracting Younger Talent to the to the industry at the fourth annual media, attracting younger talent to Team Business. Team dealers are These Team Dealer Summit NSGA All-Star Awards Luncheon the business and embracing change facing a serious issue with the sessions are in addition to general and on the evening of May 5, David will be very valuable to all team generational shift in the work- track sessions open to all Manage- Beckerman of Starter and the late dealers.” force. Bruce Tulgan, who spoke ment Conference attendees. The Bill Jackson, of Bill Jackson’s Shop Among the program highlights: to attendees in 2010, returns to keynote speakers who will start For Adventure, will be inducted into UÊGenerating the Most Sales from talk about what it takes to attract each morning session are baseball the Sporting Goods Industry Hall of Every Contact — A Strategic and keep the current generations Hall of Famer Cal Ripken Jr., and Fame. Q Approach for Team Dealer Road- productive. former professional golfer and men. Matt Rister, a VP at Sandler UÊMake Change Work: Staying popular golf analyst and author For more details on the 2015 Training, will provide solutions for Nimble, Relevant and Engaged David Feherty. Management Conference & Team some of the challenges in start- in a World of Constant Change. In a new aspect of the Conference, Dealer Summit visit: ing and/or growing a team dealer Randy Pennington, owner of Pen- attendees and NSGA staff members www.nsga.org/conference.
Pay-to-Play Hurting Youth Sports
ONE IN SEVEN PARENTS substantial differences in indicate that cost is In addition to the whose children did not play participation based on keeping their kid out of participation fees, parents middle or high school household income. the game,” says Sarah in the poll reported an sports cite cost as reason, Only 30 percent of Clark, M.P.H., associate average of $275 in other according to a University lower-income families research scientist at the sports-related costs like of Michigan National Poll (those making less than Child Health Evaluation equipment and travel. “The on Children’s Health. $60,000 per year) have and Research (CHEAR) average cost for sports In addition to the cost a child playing school Unit at the University of participation was $400 per of equipment, pay-to- sports, compared to 51 Michigan and associate child. For many families, play fees were cited as percent among families director of the National that cost is out of reach,” a significant hurdle to earning more than Poll on Children’s Health. Clark says. participation. $60,000 per year. Notably, The poll found the Surprisingly, among The poll found that among the 58 percent of average school sports parents in households although 42 percent of parents whose child did participation fee was earning more than parents said at least not play school sports at $126 per child; while 38 $60,000 a year, nearly 10 one of their middle or all, 14 percent cited cost percent paid nothing in percent said their child high school children as the reason. participation fees – some had decreased sports participated in school “It is significant to have receiving waivers for those participation because of sports during the 2013-14 one in seven parents of fees – 18 percent paid cost — twice as high as school year, there were non-sports participants $200 or more. reported in 2012. Q
10 Team Insight / March 2015 teaminsightmag.com
TEAM / TRENDS
More Concussion Discussion The team sports business continues to react to a major challenge.
Girls and Concussions Model R and Warrior Regulator lacrosse helmets last November. While the number of female In the first, NOCSAE fully reinstat- athletes is large and growing, recent ed its license agreement with Cas- research from the Women’s Sports cade, which was suspended in late Foundation shows that female November, as part of its decision to athletes participating in many high void certification of the company’s school sports now have a higher Model R lacrosse helmet for failure incidence rate of sport-related to meet the NOCSAE standard. concussions than do males in simi- NOCSAE also partially reinstated lar sports. Other top-line findings the license agreement with Warrior include: to allow production of its Regulator UÊ VÕÃÃÊÀ>ÌiÃÊÊ } ÊÃV Ê II helmet. The company completed girls’ soccer are double that of all necessary internal and external boys’ soccer. testing of the helmet, including by UÊÊ VÕÃÃÊÀ>ÌiÃÊÊ } ÊÃV Ê an independent NOCSAE-approved girls’ basketball are one-third exposures among 20 Pop Warner tification will enhance the integrity laboratory in late December. higher than in boys’. football teams in two states, Pop of all NOCSAE standards,” says Mike UÊ VÕÃÃÊÀ>ÌiÃÊÊ } ÊÃV Ê Warner Little Scholars executive di- Oliver, NOCSAE executive director. Schutt and Brain Sentry girls’ softball are triple that of rector Jon Butler says Pop Warner is “This gives athletes and manufac- boys’ baseball. planning to conduct a larger study turers alike confidence their athletic UÊ ÛiÊÀiÊ>>À}ÊÃÊÌ >ÌÊÌ iÀiÊ with more teams and players using equipment has been tested by a is emerging evidence that younger Unequal in the 2015-16 season. neutral, independent body.” female athletes experience con- Over the course of the 2014 All manufacturers were required cussions at much higher rates season, 546 players participated in a to sign agreements with SEI by than their high school counter- pilot project using the Gyro, Un- January 31. NOCSAE will stagger its parts. Female soccer players who equal’s supplemental head padding transition to third-party certification are 11-14-years old experience for football helmets. through early 2016. Baseball and concussions at four times the rate softball equipment will be the first, of high school soccer players. NOCSAE: Third-Party Certification, requiring compliance by the end of Youth Requirements, Lacrosse August. Football, polo and lacrosse Taking a major step into wearable NFL Concussions Down equipment will require compliance technology, Schutt Sports will be In January NOCSAE began requir- by the end of October, with the selling sensor-enhanced football After a tough year off the field, ing third-party certification for exception of football gloves, which helmets using BrainSentry technol- the National Football League finally athletic equipment to meet NOC- will comply by the end of Decem- ogy starting with the 2015 season. got some good news early this year SAE standards, in accordance with ber. Soccer shinguards are the final The sensor technology is designed with a report that the number of ANSI/ISO national and international standards to implement third-party to assist coaches in the identifica- recorded concussions dropped 25 guidelines. certification, in January 2016. tion of athletes whose technique percent during the 2014 regular sea- Under the new requirement, In other NOCSAE news, research involves excessive head/helmet son. Data showed that there were manufacturers will contract with continues into a separate standard contact. Selling for $40, the sensors 111 concussions in games during Safety Equipment Institute (SEI), for youth helmets. Currently, small- will be certified to NOCSAE helmet the 2014 regular season, down from an independent certifying body, to sized helmets are required to meet safety standards. 148 in 2013, and 173 in 2012. In all, certify their equipment as compli- the same standard as medium- and The sensor-enhanced Schutt the concussion rate was down to ant with NOCSAE standards. As large-sized helmets. Recent research helmets will count each time the 0.43 per game. part of the process, SEI will conduct indicates that youth-sized helmets helmet experiences accelerations onsite quality audits, evaluate test- have a lower helmet-weight to head- or decelerations at or above 20g. Pop Warner is Optimistic ing procedures and randomly select mass ratio than adult-sized helmets. The technology inside each of the products to test for compliance. At this time, there is not enough Brain Sentry sensors is designed to Following what it labeled as “posi- Previously, manufacturers were data to suggest a helmet mass limit provide a consistent impact count tive results” from a 2014 season- responsible for testing and self- for youth-sized helmets. regardless of the direction of the long pilot study testing Unequal certifying their athletic equipment Also in January, NOCSAE released impact. Each of the sensors weighs supplemental head padding, where to NOCSAE standards. two updates related to its decision only one ounce and affixes to the there were more than 11,000 athletic “Transitioning to third-party cer- to void certification of Cascade back of the helmet. Q
12 Team Insight / March 2015 teaminsightmag.com
TEAM / GIRLS’ SPORTS Girls Got Games
How big would the team business be without girls playing sports? That’s an easy answer — just about half the size it is today. Team dealers and vendors should look at the numbers and make sure they are putting at least 50 percent of their time and effort into girls’ sports.
By Mike May legiate numbers as well. According to the NCAA, female participation in f for some reason there is college sports has grown consider- a team dealer out there ably in the past three decades. Dur- somewhere in America still ing the 1981-82 college season, there I considering how much of an were 4776 women’s college teams effort to put into selling girl’s sports, representing 74,239 female student- one number should change his athletes who played 23 sports. By mind: 11 million. 2013-14 school year, those numbers That’s the number of female team had grown substantially — 10,173 sports participants in the United women’s teams representing States, according to the SFIA’s U.S. 203,565 female student-athletes who Trends in Team Sports report (2014 played 20 championship sports and edition). That, indeed, adds up to a eight emerging sports. lot of gloves, uniforms and hair rib- bons to sell. What’s It All Mean? But wait, there’s more. According The importance of these numbers to the National Federation of State grows beyond sales figures. A big- High School Associations (NFHS), picture look at the concept of girls there were 3.3 million girls who playing sports shows that the ben- played high school sports in 2013- efits are well beyond the concept of “Title IX has been a game changer development through winning 14. (There were 4.5 million boys winning and losing games. in terms of girls’ athletics from and losing. It is the relationship playing high school sports during “Organized sports have long scheduling to practice time to facili- between sports skills and life skills that same time period.) been an integral part of American ties. Girls’ athletics are an integral that provide our young athletes And the girls continue to push culture,” says Steven Tellefsen, part of our total athletic program. with the fundamentals they need those growth numbers and it is president/CEO, Babe Ruth League, Girls’ athletics make a tremendous to succeed in life’s journey.” worth noting that the number of Trenton, NJ. “There are many ben- impact on school and community “Young female athletes fully girls playing high school sports in efits that come from participating spirit. Our boy athletes, pep band understand the many benefits of the U.S. has risen every year since in youth sports, such as having a and cheerleaders all support our playing sports that the boys have 1988-89. Believe it or not, back in positive impact on a child’s psy- girls’ teams.” realized for decades,” adds Elliot the good old days of the 1971-72 chological well-being and physical “By playing sports, young Hopkins, director of sports, sanc- school year, when participation condition, the opportunity to make girls get to experience, learn tioning and educational services figures started being tallied, there friends, learn valuable life lessons and comprehend the values of at NFHS, who adds that there were only 294,015 girls and 3.7 and experience many memorable teamwork, integrity, exercise and are many benefits of playing high million boys playing high school moments in a fun environment.” personal responsibility,” echoes school sports for girls — getting sports. Since then, participation by “Girls’ sports have made monu- Sally Johnson, executive director fit, earning better grades, im- girls has risen by more than 1000 mental strides since the days of of the National Council of Youth proving self-confidence, learning percent; for boys, growth was 23.5 GAA (Girls Athletic Association),” Sports, based in Stuart, FL. “Girls discipline, learning time manage- percent. says Greg Prange, principal at Sey- who play sports, especially team ment, experiencing hard work, This growth is mirrored in col- mour High School, in Seymour, IN. sports, also learn about character understanding a sense of loyalty
14 Team Insight / March 2015 teaminsightmag.com From a participation perspective, national interpreter. the top 10 most popular sports for In the 2007-08 school year, 346,545 high school girls, based on figures girls played high school soccer on from the NFHS: 10,543 teams. In 2013-14, there were 374,564 girls on 11,354 teams. 1. Outdoor track and field Of note: In the 2011-12 school year, 2. Basketball participation by girls playing high 3. Court volleyball school soccer surpassed the number 4. Soccer playing fast-pitch softball, making it 5. Fast-pitch softball the fourth most popular high school 6. Cross country sport for girls. 7. Tennis 8. Swimming and diving Girls Playing Basketball 9. Competitive spirit squads High school basketball is in good 10. Lacrosse shape, from a participation perspec- tive. While outdoor track and field and “The number of schools provid- basketball have the most female ing the opportunity for girls to play high school participants with high school basketball has gone up 478,885 and 433,344, respectively, in the last seven years, except in basketball ranks first in number of 2012-13 where there was a slight de- teams (17,754) and outdoor track cline,” says Theresia Wynns, direc- and field is second with 16,217. tor of sports and officials education From a state perspective, the five for the NFHS. states with the most girls play- The actual number of schools ing high school sports are Texas, that sponsor high school teams California, New York, Illinois and has increased slightly since 2007- Pennsylvania. 08 — growing from 17,564 schools “Female participation in high in 2007-08 up to 17,754 schools in school sports is a major part of 2013-14. amateur athletics in this country,” According to Wynns, overall par- states NFHS’ Hopkins. “It is clear ticipation by girls in high school and extremely noticeable that the basketball has dropped in recent and learning about teamwork. sports in the U.S., which have the recent increases in participation years – from 449,450 in 2007-08 “By playing sports, it represents a largest overall number of female over the last several years have down to 433,344 in 2013-14. “There great opportunity for young women participants, are basketball (5.8 been because of the increase of girls was a period of time that fresh- to share in the invaluable experi- million), outdoor soccer (4.6 mil- in high school sports.” man and junior varsity programs ence of representing their school lion), court volleyball (3.9 million), Let’s take a sport-by-sport look at were dropped because of too few and their community in the athletic gymnastics (3.4 million), fast-pitch participation in nine key sports. participants to run the programs,” arena,” says Hopkins. softball (2.8 million) and cheerlead- reveals Wynns. ing (2.5 million). Girls Playing Soccer Of note: High school basketball for Numbers Don’t Lie Since 2008, the three sports The sport of soccer appears to be girls is offered in all 50 states and the Recent SFIA research (U.S. Trends that have had the largest statisti- riding a positive wave of popular- District of Columbia. The states with in Team Sports) reveals that there cal increases in overall participa- ity, which has been supported by the most girls basketball programs are six team sports where more tion among females are rugby (up recent World Cup successes. That is are California (1326 schools), Texas than half of the participants are 18.9 percent), ice hockey (up 16.9 positively impacting participation in (1304), Ohio (795), New York (731) female — cheerleading (76 percent), percent) and lacrosse (up 13.4 soccer at both the club/travel and and Illinois (679). gymnastics (68 percent), court percent). Since 2008, the two sports high school levels. volleyball (61 percent), fast-pitch that have had the largest percent- “Girls’ high school soccer has Girls Playing Field Hocky softball (60 percent), swimming on a age declines in overall participation continued to increase in overall At the high school level, field team (56 percent) and grass volley- among females are wrestling (down participation over the past six hockey for girls is available in 21 ball (51 percent). 3.3 percent) and slow-pitch softball years,” reports Mark Koski, the states and just four states for boys. The top six most popular team (down 3.2 percent). NFHS’ soccer rules editor and “Girls’ field hockey participation teaminsightmag.com March 2015 / Team Insight 15 TEAM / GIRLS’ SPORTS
remains steady with more than At the high school level, in ad- that are relatively affordable, fun, increase. Sixty percent of all court 60,000 participants at the high dition to the regular cheerleading youthful, safe and enable the young volleyball players and 61 percent of school level,” says Hopkins. “Field squads at football and basketball athletes to perform at high levels.” core participants are females. hockey is a wonderful celebration of games, competitive spirit squads According to U.S. Lacrosse, the Of note: Two states – Texas and Cali- finesse, speed and eye/hand coordi- make it a year-round, high-level sport has grown faster at the NCAA fornia – have more than 1000 high nation. It is refreshing to watch gen- activity. During 2013-14, there were level over the past decade than any schools that have a court volleyball erations of women play the sport on 120,593 competitive cheer partici- other sport. And, club lacrosse is programs for girls. The other states the same team with their daughters pants from 4919 schools. growing just as quickly. New varsity where the sport of high school girls’ and granddaughters.” While the NFHS does not track the programs have appeared in states volleyball is a big draw are Ohio Of note: The states with the most number of non-competitive cheer- as diverse as Arkansas, Colorado (794 schools), Illinois (700), Michi- high school field hockey programs leaders, there are quite a few of and Mississippi. gan (662), Florida (646), New York for girls are Pennsylvania (284 them. “Nearly every high school in Based on research conducted by (631) and Pennsylvania (579). schools), New York (230), New America probably has at least one LaxPower.com, there are 776 colle- Jersey (229), Massachusetts (216) cheerleading squad that cheers at giate women’s lacrosse teams in the Girls Performing Gymnastics and Virginia (140). football and/or basketball games,” U.S., spread over multiple divisions The vast majority of high school gymnastics teams are for girls. NFHS reports that 27 states have gymnas- tics teams for girls, while just seven states offer gymnastics for boys. Currently, nearly 20,000 girls are members of a high school gymnas- tics team in the U.S. “Although girls’ gymnastics does not rank within the top 10 sports for girls, either participation or school- sponsored programs, the program continues to maintain steady participation numbers,” says Becky Oates of the NFHS. Of note: The hotbeds of high school Girls Playing Fast-Pitch Softball says Susie Knoblach, director of of play. girls’ gymnastics are Minnesota Right now, fast-pitch softball is of- performing arts & sports at the According to data from the NFHS, (195 schools), Ohio (146), New fered as a high school sport for girls NFHS. from 2008 to 2013 621 schools York (108), Massachusetts (97) and in 49 states and is the fifth most Of note: The largest education demo- added lacrosse teams for boys and Washington (84). popular sport for high school girls graphic among core level cheerlead- 588 schools added teams for girls. in the U.S., based on figures from ers is those who are in the 8th grade Those figures represent 34 and 36 Girls Swimming the NFHS. Since 2007-08, the num- or less — 48 percent. percent growth, respectively, easily According to the NFHS, girls ber of schools that offer fast-pitch outdistancing other sports in terms swimming and diving is the eighth softball has hovered around 15,000, Girls Playing Lacrosse of percentage growth. most popular girls’ sport based while the number of fast-pitch soft- The $64,000 question in lacrosse Of note: Since 2001, the number on the number of participants and ball players is nearly 370,000. is this: When did girls lacrosse of high schools that sponsor a girls’ is ranked ninth in the number of Of note: Many girls first get an oppor- emerge as a viable sport? Answer: In lacrosse team has grown by 198 per- schools sponsoring this program. tunity to play softball through Babe the early 2000s, says U.S. Lacrosse. cent. And, the number of girls playing Currently 48 states offer high school Ruth Softball, which made its debut in According to Ann Kitt Carpen- high school lacrosse since 2001 has swimming and diving for girls. 1984 and continues to show a slow, etti, VP-lacrosse operations for U.S. grown by 153 percent. During the 2009-10 school year, steady increase in participation. In Lacrosse, headquartered in Balti- there were 158,419 girls participat- 2013, Babe Ruth league officially more, MD, the current hotbeds of Girls Playing Volleyball ing in high school swimming and launched Xtreme Fastpitch as a divi- lacrosse in the U.S. are New York, Girls are playing high school diving. By 2013-14, that number sion of Babe Ruth Softball. New Jersey, Maryland, Massachu- court volleyball in all 50 states rose to 165,779. By comparison, setts and Pennsylvania. California, and the District of Columbia. With there were fewer boys’ high school The Cheerleaders Florida, Georgia, Illinois, Minnesota, nearly 430,000 high school girls swimmers (138,373) in the 2013- There are now 2.5 million female Missouri, North Carolina, Colorado participating, the sport is the third 14 school year than their female cheerleaders in the U.S., based on and South Carolina are showing the most popular high school sport for counterparts. figures from the SFIA. Of those, 93.4 most growth. girls both in the number of schools Of note: The hotbeds of high school percent of are core participants “The lacrosse tournament and sponsoring the sport and the total girls swimming in the U.S. are Cali- who are involved in the sport more camp market has exploded with number of female participants. fornia (872 schools), Texas (479), than 26 days a year. In addition, 96 opportunities for girls to play,” says The sport is on the rise, as there Florida (449), Ohio (380), New York percent of those core cheerleaders Carpenetti. “Equipment and apparel were 403,985 girls playing high (327), Pennsylvania (325), North are female and nearly 72 percent innovations have kept pace with the school volleyball in 2009-10. During Carolina (305), Michigan (260), New of all female core participants are evolving nature of the game and the 2013-14 school year, that number Jersey (256), Illinois (251), Indiana between the ages of 6 and 17. athletes — making custom products grew to 429,634, a 6.3 percent (236) and Georgia (235). Q
16 Team Insight / March 2015 teaminsightmag.com
TEAM / SOFTBALL
In The Strike Zone
Despite some slowing down of participation numbers, fast-pitch softball retains its hold on America’s young girls, who continue to buy high-end products for their year-round play. A push from the Olympics would certainly go a long way to growing the game in America.
By Tim Sitek softball manager for the Parker January from the previous year. ment in Orlando where 100 teams Ford, PA-based team dealer and re- She points out that Longstreth played. She’s partnered with a hen Ali Lowe joined tailer that caters to women playing had lost its softball manager be- national tournament organizer, Longstreth Sporting softball, field hockey and lacrosse. fore she took over, so she quickly too, all to spread the word that Goods last summer, It’s a sport she’s played since began to reach out to the softball Longstreth caters to women soft- W she landed what she the age of eight and continues to community. She visited local ball players. calls her dream job. After gradu- play. And her passion for the sport colleges and schools and began “That’s part of my five-year plan, ating from Villanova University, has turned into business success. traveling around the country. She to really extend out our presence,” where she played softball during Sales of women’s softball gear and attended the coaches’ convention Lowe says. “We are getting out to her four years, Lowe became the apparel doubled at Longstreth in in Las Vegas. She went to a tourna- those tournaments and visiting
18 Team Insight / March 2015 teaminsightmag.com Jessica Mendoza has been one of the greatest stars in softball for the past decade. To read how she got there turn to page 50.
as many independent sporting goods retailers went of business. The consolidation taking place in the team dealer business also has helped his retail. “The big corpora- tions in the team business don’t want anything to do with retail,” Fawley notes. Capitol Sports capitalizes on sales to travel teams, Fawley says. “We probably do more in our stores with our travel teams. I would say that the pool of money for these teams is bigger in our stores,” he notes. Club business is big for Baum’s as well, Camen notes. “Club busi- ness is key. There are recreational leagues where we do a fairly good number, but it’s price driven. The club teams aren’t as price- conscious.” Women’s softball has long been popular in the warm weather area where softball is played year-round. Plus, there’s a fair amount of turnover that generates volume at the club level. Players are added. Teams split into two. “They are Softball continues its pitch for young girls constantly adding uniforms and they buy the best equipment that money can buy.” Even at the high school level, our local colleges and schools.” year-round. “Softball is pretty growing reconditioning business, Camen sees some vast differences Across the country, another strong. It gets more popular and reports Bob Fawley, owner of the between schools that play the long-time dealer caters to the there’s been steady growth,” Ca- team dealer. sport more for recreation than women’s softball business, along men notes. competition. The schools that are with baseball. Started in 1984, To keep up with the demand, Softball or Baseball? more competitive have those trav- Baum’s Sporting Goods bills Baum’s has increased its mer- Sure, his roadmen call on el team players, so these schools itself as the place for players and chandising and selection of schools, too, but he admits that buy better gear, he notes. teams to find the right gear and women’s softball gear and ap- there’s a tendency to pay more Longstreth goes across the apparel throughout southern Ari- parel, Camen says. “We now are attention to the traditional team board, from the rec player up to zona. With two stores in Tucson nearly even on stocking as much sports, including men’s baseball colleges, Lowe notes. She is focus- and one in Tempe, Baum’s has product for softball as we do for where the numbers are just bigger. ing more attention though on the upped its game to service the baseball,” he says. While it’s not a big part of the collegiate, high school and travel women’s business, says general In the Midwest, Capitol Varsity business, Fawley says its two team business. manager Andy Camen. Sports, in Oxford, OH, doesn’t team-oriented retail stores still Focusing solely on the female Women’s softball has long been ignore the women’s business, generate enough sales to make an market, Longstreth prides itself popular in the warm weather but it does get overshadowed by impact. He attributes much of that on carrying the best equipment area where softball is played its football sales, including its to the demise of other retail stores suited to players. “We are a female teaminsightmag.com March 2015 / Team Insight 19 TEAM / SOFTBALL
brand. All of our bats are high- batting practice in tight spaces go downward. My infield went and it’s economical.” end composites. We carry gloves has hit the mark for travel teams. from all the infielders to one girl Camen is starting to see a that have the bigger pockets for The protection side continues wearing a mask. Part of that is move to sublimation, but the softball. We are focused on cater- to grow as well for Longstreth. confidence. We don’t seem to sell decoration’s higher price tag ing to the women.” Elbow guards, rib guards and as many as we did two to three has kept it from taking off with On the hard goods side, Lowe more are gaining attention, Lowe years ago,” Camen says. his customers. “It’s starting to sees players buying what works, notes. On the uniform side, sublima- emerge as the price is coming with price a secondary issue And Lowe has noticed that down,” Camen says. “Cost is many times, whether it is a bat, younger players wear defensive Protective facemasks for number one. You can still get a glove or catcher’s gear. “They facemasks. “When I was in col- pitchers have become more nice jersey screenprinted and find what is comfortable and lege, I didn’t see this as much,” prominent, especially at the pants for $40 to $50,” he notes. works best for them,” she notes. she notes of protective gear for recreational level. And pants are the rule on the Sure, the women may be a little fielders. “Now, I see it all the hard desert ground. “We have more selective, Camen adds. “If time. It makes sense with so tion has taken hold, Lowe says. started to sell more sliding knee- she wants a particular bat, you much focus on concussions. It’s Besides lighter weight jerseys, pads. Our ground is really hard, can’t change her mind.” become more of the norm.” sublimation opens up more so they need protection,” Camen As for bats, Camen says all Protective facemasks for pitch- creative options, a big plus since says. eyes and dollars gravitate to ers have become more promi- women’s teams want to stand In the end, women may want the bat that sends the ball the nent, especially at the recreation- out. And pants rule, she adds. the right gear for their needs and farthest. Other than that, nothing al level, Fawley agrees. Fawley sees sublimation as a a particular look and certainly really stands out except train- Confidence and skill level play popular option, too. “It allows something that fits, dealers say. ing aids, which are a huge busi- a big part in defensive protective you to do it in a way that adds Fortunately, most equipment ness for Baum’s. As an example, wear, Camen notes. He coaches creativity. Sublimation rules the and uniform manufacturers have Easton’s new portable net for two travel teams. “I’ve seen it day because it gives them a look heard this loud and clear. Q
20 Team Insight / March 2015 teaminsightmag.com
TEAM / SOFTBALL
Olympic Fever Can Softball What can the industry do to support this effort? Catch It The first thing the industry could do to help our campaign would be to provide us with statistics on how softball and baseball rank within the Again? industry on the amount of equipment that is purchased to participate in both sports. Popularity is an important number for the IOC as it translates into viewership and increased television rights for the IOC. It also shows the commitment of individuals to pay for When women’s softball was dropped from Olympic competition after the 2008 summer games equipment to participate, so financial in China, many tears were shed among up-and-coming teen-agers looking to follow role models numbers showing the amount spent such as Jennie Lynch, Cat Osterman and Jessica Mendoza. They dreamed of their day to on softball and baseball in comparison represent their country on the biggest stage for the women’s game. to other sports has value. I can set up meetings with the SURE, THERE ARE STILL OPPORTUNI- some changes that just may see the a group of other sports including WBSC (World Baseball Softball ties on the collegiate level, even inter- sport, along with baseball, return to baseball and softball. Confederation) to discuss this nationally, and in some pro leagues. the competition. The ladies will have point further. Baseball and softball But the gold of the Olympics was the to wait, but there’s light at the end What’s the status of returning combined into one sport enhance ultimate prize for years of practice and of the tunnel and several torches of women’s softball to the Olympics? the chances to gain a spot on the hard work. support to reinstate the game during What are the challenges? Olympic Program. By combining, Ali Lowe, at Longstreth, sees the the 2020 games in Tokyo. In December 2014 the IOC we are looked upon as one sport sport gaining some traction but it still Team Insight asked Ron conducted an extraordinary meeting by the IOC and not two sports. It needs support to keep momentum. Radigonda, executive director of the of the membership and passed a new also provides the bid with gender That’s a big part of the push to see International Softball Federation, to agenda presented by new president equality plus the horsepower of the the sport return to the Olympics. Lowe share his perspective on the past and Thomas Bach. The new agenda popularity and broadcasting power of believes this would go a long way in future prospects for the sport’s return eliminated the 28-sport maximum professional baseball. increasing participation and sales. to the Olympic field of dreams. for the Summer Games and opened “It would definitely increase our the door for additional sports to be What impact will this have on sales,” Lowe says of the sport’s Why was the sport initially dropped added to the program in Tokyo 2020. participation in the United States? possible return to the Olympics from the Olympic competition? It is now up to the Local Organizing The loss of the Olympic Program in 2020. “More people would be There’s no specific answer that I Committee for the Games, the IOC hurts participation because inspired to play.” can give here. In essence, the IOC and the Sport Federations that are youngsters lose the opportunity She knows too well that it really conducted an evaluation of all sports to view the sports of baseball and dampened enthusiasm when women’s on the Olympic Program (28 in the The loss of the Olympic softball during the Olympic telecasts. softball got cut after the 2008 games. Summer Games) in 2005 and the IOC Program hurts participation If you see the game on television and “It was really sad when this happened. members voted on the sports to see because youngsters the support athletes get by playing I had always dreamed of playing in the if they should stay on the program. lose the opportunity to for their country, a youngster could Olympics, so it was pretty deflating Since neither sport had a majority they view the sports of baseball aspire to play the sport and obtain when they dropped the sport.” were dropped from the 2012 Olympics and softball during the that acclaim. I have always believed While he’s not sure if softball’s role in London. Both competed in 2008 that if you are on television it leads in the Olympics will translate into more in Beijing. The IOC conducted the Olympic telecasts. youngsters into telling their parents sales, Andy Camen at Baum’s knows 2012 games with 26 sports and then currently not on the 2020 Program that they want to play that sport. I it will bring more attention to the sport. went through a lengthy procedure to make proposals to the IOC think Jennie Finch and her popularity “The Olympics does drive a lot to add two sports for the 2016 membership on adding sports. The as an Olympian was huge as she of things,” adds Bob Fawley at Games in Rio to get to the max of 28 process is underway and, I suspect, made playing softball cool and Capitol Sports. The sport does see sports. While baseball and softball if sports are to be added they would showed that you could be an athlete, some glimmer of hope since the campaigned for reinstatement, be approved at the next IOC Meeting wife, mom and celebrity all at the Olympic Committee announced golf and rugby were selected over in July 2015. same time. Q
22 Team Insight / March 2015 teaminsightmag.com
TEAM / CHEERLEADING
Team dealers with a focused sales strategy can W-I-N in cheerleading. CHEERING
By Nancy Baeder what they want. It’s just the way their own biases.” general sporting goods store, the it is. Football is more of a ‘yeah Uniform sales in particular chal- category seems to go to people heerleaders often get a that works’ mentality. Cheerlead- lenge dealers. Varsity’s domination who take the time to specialize in bad rap. They’re demand- ing is more specific. It’s all in the makes it difficult to get a leg up on it,” says Sandy Heldman, owner of ing, way too focused on details.” the uniform sales that generally Gee & Bee, Auburn, ME. “We are a Cfit, detailed about decorat- Effort pays off at Hadfield’s open the door to other business. small dealer, half team and half re- ing, overly concerned about the Sports, Berlin, CT. “Cheerlead- Dealers looking for a good uniform tail, and I no longer use road reps. overall ensemble and way too sure ing is a growth area for us and option have struggled over the If I did I would hire a woman to do of what they want. But in fact, it’s we’d like to do more of it for that years to find one. But times change cheerleading in order to keep up reasonable for fit and fashion to very reason,” says owner Brian and team vendors have stronger with trends and stay on top of the rule the day. These athletes know Teske. “Cheerleaders are a little offerings with fabrications to meet customer year round. That’s how what they need to be comfortable particular, but not really that dif- their needs. to succeed with that market.” performing stunts and look good ferent from other teams. We took “Many team dealers have been Gee & Bee has a full retail wall doing it. the time to sit down with vendor challenged to secure a cheer ap- committed to cheerleading and “Cheerleading definitely takes representatives to understand the parel brand that matches up with does well selling briefs, bodysuits added effort,” says Scott Eriks, market, which is basically what we the competition, specifically for and socks. “In the community they owner of Varsity Sport, Griffith, do for every sport. Many dealers the uniform component of the know that Gee & Bee stocks local IN. “The girls want it a certain way are sports guys who choose not to sale,” says Lydia Hicks, cheer colors. People still need a local and you have to adhere to exactly work with cheerleaders because of sales manager for Motionwear. store where they can get what “We encourage dealers to take an- they need at the last minute,” says other look at the opportunity and Heldman. view this as another team uniform Heldman appreciates the sale. “The cheer market is chal- strength of the girls’ market, which lenging, but show me a sport that now accounts for half his busi- isn’t today,” she adds. ness. “In my experience the female “It takes knowledgeable sales coaches know what they want. people,” says Andy Nickerson, They want it right and they want owner of Wights Sporting Goods, it on time, but they are less likely Hamden, ME, a full-service team to price haggle,” he says. “For dealer. “We are a long way from women’s sports in general it’s good 25 years ago when we were the to have a female to deal with the experts taking orders. Today your female coaches because I believe customers know more than you the men leave a lot out there.” do. You need to offer good pack- At Academy Sports, Midvale, UT, age for any sport and hope that cheerleading sales consist mainly they understand the value you of spirit pack items. “It’s a tough provide.” market and we haven’t pursued it much this year. We had a woman Selling Cheer to handle cheer for a short time The performance apparel market but she is no longer with us,” says is more focused than ever on owner Jared Snell. “Having some- designing products to serve the one who understands the trends female athlete, and cheerleading and sizing and can relate to what is no exception. Many dealers sell the girls want is key to going down cheer practice wear, undergar- that road.” ments, shoes and accessories, cat- Snell has found sales to be egories that fit in well with other specialized on the uniform side, team business and decorating with many squads looking for one-
rhythms. Others take cheer to the stop shopping. “Getting the girls Photo : Mot i onwear next level by hiring cheer expertise together for uniform fittings can be to focus on the sport and go after problematic and time consuming the uniform business. and they want to order uniforms, “From my perspective as a bows, undergarments and practice
24 Team Insight / March 2015 teaminsightmag.com ROCKS
wear from one place. It’s easier for cheer uniform sales ebb and flow us to handle spirit wear items such depending on school budgets, we as hoodies, shorts and T-shirts can always sell the other things because that’s the business w e’re they need.” comfortable with. We take what Eriks has been selling cheerlead- comes in from referrals, but are not ing since opening the doors 26 actively going after that business.” years ago. “We sell it all, uniforms, Cheer requires a certain focus shoes, spirit wear and accessories. and for many team dealers, it’s easy It’s definitely a category that is to walk away from when you’re worked closer profit-wise than in busy with other sports. “We’re the past because there is more com- not doing cheer right now. We just petition out there,” says Eriks. started to get into the sport when “Our sales have grown over the the person that was managing it for years in part because where they us left,” says Barry Cory, owner used to buy a top and a skirt, now of Decker Sporting Goods, Mason they buy an extra set of uniforms, City, IA. “To be honest, we have warm-ups and practice wear,” been so busy with everything else he adds. “We’ve also seen more that we have it on the back burner schools separate cheerleading sea- now.” sons for football and basketball and more girls participate in competi- A Cheer Focus tions and camps. All that requires Teske pursues cheer sales the more merchandise.” same way as other sports. “There Beyond high schools, cheerlead- are two of us handling team sales ers at middle schools, little girls on and we don’t feel the need to hire the sidelines of youth leagues and someone special for cheer. It’s All-Star teams all need lots of stuff about getting the right vendors, — uniforms, camp packs (shorts understanding what the girls want and T-shirts), practice wear (hood- and delivering just like any other ies and sweatshirts), warm-ups, sport,” he says. accessories (bags, poms, bows), Nickerson hired a local cheer undergarments (body liners, briefs, coach about eight years ago to socks) and shoes. The list goes on. serve the category. “Cheerleading is what it is and dealers find it a chal- The Uniform Sale lenging category because the expec- Dealers reluctant to handle cheer tation for the uniform is different uniform sales have good reasons. from other sports. In girls’ or guys’ The competition is tough, their basketball, we outfit X number of sales force is not normally familiar kids and the uniform is used for with cheer apparel and the percep- years. In cheerleading we outfit that tion is that cheerleaders are tough particular team,” says Nickerson. customers. All true to an extent, so “The traditional sales reps in our a critical part of the game plan is to industry are mostly men. I believe team with vendors that offer what it takes someone who understands they need. the sport to take on the challenge “Over the last few years, I see because there are other options out team dealer sales teams gaining there.” confidence in their ability to open Wights cheerleading sales are that conversation with the school’s strong. “Sales grow out of aware- AD or cheer coordinator,” says ness of quality products and a Motionwear’s Hicks. “We work with knowledgeable sales rep,” says team dealers and their sales forces
Photo : Alleson Nickerson. “Even when high school on a daily basis to educate beyond
teaminsightmag.com March 2015 / Team Insight 25 TEAM / CHEERLEADING
What’s Trending the fear of cheer. There is a great with when there are issues, and opportunity for every team dealer there are always things that hap- in cheer. Finding the right partner pen,” says Reed. “The high school and getting up to speed are the team I coach has one uniform, but first two steps.” we also use a Soffe short and long sleeve top for cheering.” Competing With Varsity Stock uniforms fit the bill at the Team dealers should consider middle school and league level. “A vendors that offer products that typical middle school will order 25 compete well with Varsity in terms stock uniforms for 15 girls and fit of look and fit, can assist them them from that selection. It’s the with fit kits, uniform detailing and least expensive option,” says Reed. artwork, as well as suggestions for “We like Alleson. Stock uniforms accessories and body basics. have come a long way and most “Cheer is hard work. If you vendors offer three-color uniforms want continuous repeat business, now.” you have to sell everything – the uniform, socks, bags – because the Sampling the Fit coach or parent responsible for Sample sizes are important purchasing wants to get every- to getting the fit. “The girls are thing for the team from one place,” definitely particular about fit. We says Donna Turner, manager of get in sample sizes and make sure Eric McCrite Company, a whole- each girl tries on the exact uni- sale distributor of cheer gear and form size. Cheerleading is about a exclusive wholesale distributor specific number of particular girls Nfinity footwear. “What Varsity and you are ordering an exact uni- does so well is come in with a form for each,” says Eriks. “That head-to-toe presentation that is all contrasts to football where they Part of the fun and challenge of cheer is keeping up with the glitz and glamour. To compete you order different quantities of sizes have be that one-stop shop and and hand them out. That approach trends. Stripes, pops of color, sublimated camp wear and provide the level of service that simply doesn’t work with cheer- practice wear, fitted apparel, custom lettering and sequins local team dealers offer.” leading, but you know that and you and glitter are all popular. Understanding the nuances of do what you need do to get it done the market is key. “It’s different to the way they need it.” 1. “Sparkle and shine are popular and we decorate them talk cheer than other sports. Un- Stock uniforms are ordered for in-house with no problem,” says Scott Eriks, of Varsity Sport. der Armour, Adidas and Nike are youth football leagues and elemen- “Screenprinted T-shirts, Soffe shorts and warm-up jackets are still a big not big cheer brands,” says Kristie tary and middle schools. “Custom thing, Our retail store has a cheerleading section stocked with cheer Reed, Wight’s cheer salesperson. uniforms are not an option for the basics such as bodysuits and briefs in local colors that the girls can pick “Cheerleading is all about look and younger girls because they are up, as well as Kaepa cheer shoes.” fit. These two things are equally always adding kids depending on important. It can’t be too small the signups. We like Augusta and 2. The Soffe short is still a staple and the new performance because you have to move, and Teamwork uniforms that seem to Soffe short is selling well. “Think bright and tight. Girls now like it can’t be too big either because have stock that is centered on the performance fabrics, brighter colors, sparkle and shine,” says Donna you’re upside down.” youth market,” says Eriks. Turner, of Eric McCrite. “These young athletes love wearing moisture Most of the high schools she Bee & Gee sells stock uniforms wicking performance fabrics along with colors that pop. The girls are sells order custom uniforms that suitable for youth organizations wearing multiple headbands or wider headbands in bright colors.” are used for both sideline cheering and groups under the high school and competitions. “When teams level. “We sell some Alleson stock 3. Look for fitted practice apparel and compression type buy uniforms, their goal is to be uniforms,” says Heldman. “At the shorts. “The girls want snug clothing so they can perform better while different. They want an individual- high school level, it starts with stunting,” says Stacy Biggs, of Denver Athletic. “One-piece shells and ized uniform,” says Reed. “That customization and it’s hard for me competition tops are still replacing the shell and liner look. Bling has said, there’s one very popular to stay up on that, especially with been big for a few years now and still is extremely popular, as are glitter uniform I sell that you will see 10 all the tighter fitting garments that and foil prints, anything sparkly.” teams wearing in a competition, are popular with the cheerlead- but they all look very different ers.” 4. Cheerleaders want a look that is creative and different. because of the colors.” Teske uses stock cheerleading “The more athletic styles of uniforms with dry fit fabrics are trending. While price is a factor, commu- apparel from Alleson, Motionwear, One-piece long sleeve top and skirt are prominent,” says Kristie nication between the vendor and Soffe and Augusta for recreation
Reed, of Wight’s. “In football cheer, we see a lot of fitted football the rep are most important. “For leagues and highs schools. “For Photo : Soffe jersey tops worn with skorts or shorts. It’s a great look we get from us it’s Motionwear. Their products the rec leagues we like Alleson’s Augusta, but a lot of companies offer them now.” Q are great and they are easy to deal stock uniforms,” says Teske. “For
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the high school level we recently did a C couple of stock jer- Is ForC Change! seys because it was The winds of change continue to blow through cheer. a last minute order New, comfortable performance fabrics and expanded and there wasn’t team vendor offerings, particularly in the uniform time to do custom.” category, match up well against Varsity. Sublimation is making inroads into cheer as more team vendors offer it Building Relationships to deliver on both fashion designs The team business and athletic fabrications. is about building “Motionwear is excited relationships and to roll out our Dye Sub cheer is relation- program in Spring 2015 ships on steroids. to get and keep customers is by just in time for the start “Our cheer busi- building relationships with them of uniform season,” says ness is consis- and making it as easy as you can Lydia Hicks. “Dye sublimation tently growing. for them to purchase from you.” is a huge step and an answer for I believe that Focus on cheer can pay divi- complex designs without the labor intensive many teams dends. “Our persistence has paid production costs.” order from off. We started selling cheer a few “The need for sublimated and personalized uniforms catalog com- years ago and this past year was is increasing,” says Jason Sigala, marketing director for panies like the most by far,” says Teske. “We Teamwork Athletic Apparel. “We see an upward trend in youth Varsity be- find that we can be competitive cheer and dance team uniforms. We have consolidated our cheer cause they do with price and quality with the line and will be introducing new styles in the near future.” not know of an quality brands that are available to The competitive landscape also continues to shift. Earlier this year alternative,” says us, and we can deliver what they Under Armour announced the launch of its ArmourFuse sublimated Stacy Biggs, cheer want. If we can satisfy their needs, cheer uniform. The new line doesn’t seem likely to help team sales representative for Denver they are happy to have a face to dealers, as the sideline uniform Athletic, Denver, CO. “When teams deal with versus an online sale. “ line is to be manufactured and realize that we can get the same A reputation creates sales op- The need for sold exclusively through GK products with more customization portunities. “Our retail floor that is sublimated and Cheer, a growing presence in options, better pricing and with bright and upscale and 80 percent the gymnastics and cheerleading local service, it’s a no brainer.” of the merchandise on the floor personalized apparel industry. Team dealers can win at cheer. can be used by teams. We capi- Meanwhile, as BSN Sports “Realize that it’s about fashion, not talize on last minute sales and uniforms is continues to acquire team dealers a letter or number on a uniform,” people in the community depend increasing. the affect on the cheer market says Turner. “It’s not about red, on us to know the local area, remains nebulous. Its merger black, green and blue — it’s about colors and sizes,” says Heldman. last May with Herff Jones and zebra and leopard prints, sparkle “Last minute needs keep us in cheer giant Varsity brought into and shine. It’s about providing the the cheer game. We get mentioned question the impact on the cheerleading market for team dealers kind of customer service that a when people talk about cheer in Photos : P i zzazz, Alleson given Varsity’s dominant industry position. After rebranding the local company can provide.” our area. I have venders that can three-business enterprise Varsity Brands in November, Herff Jones’ “Building relationships is the ship it quickly. My motto is ‘Gee & parent company announced its purchase by a consortium led by most important thing as a sport- Bee — The way sports used to be.’ Charlesbank Capital Partners in the waning days of 2014. The $1.2 ing goods dealer in the world of We treat people right and satisfy billion deal will no doubt inflate the enterprise with more cash. Q cheer,” says Reed. “The best way our customers.” Q
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By Mike May where the huge participation and Sporting Goods, Lafayette, LA, Maryland. sales numbers exist. Basketball, says interest in girls basketball “All the schools have teams, hatever kind of ball lacrosse, soccer and volleyball is solid in southern Louisiana, beginning in elementary school, you might find on the bring out the best in these girls – but only as a high school sport. and many of them are playing fields and courts of and team dealers – year-round. Larry Foster, owner of Spartan travel ball with the AAU in the W America, there are Sporting Goods, Beckley, WV, summer,” notes Foster. “They are millions of girls who are kicking, Driving the Lane says basketball is probably his top playing basketball all the time. It hitting, chasing, catching, passing, The popularity of girls’ sport for girls in southern West all starts with our local recreation throwing and, most importantly, basketball depends on the region Virginia. And Jason Brooks, owner youth leagues, which are a great buying one. Those girls and their of the country, but for the most of Riverside Sporting Goods feeder program for the travel and parents are spending billions part it is thriving as a year-round in Cumberland, MD, says that school teams.” of dollars every year and it is sport for young girls. girls’ high school basketball is a Basketball remains the number in the so-called “niche” sports Ken Seibold, manager of Bell’s steady revenue stream in western one sport in the state of Indiana
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and that is expected to remain “We’re not selling lacrosse at all Playing Hard Ball for years for both girls and boys. here in southern West Virginia,” “Everybody plays basketball in says Foster. Indiana,” says Jim Brown, of Kratz At PJ Sports, in Bethesda, MD, Sporting Goods, Clarksville, IN. girls walk into the store every “They start in the third grade and day to buy lacrosse equipment, they just keep playing.” apparel and accessories. While Brown says he sells lots of these girls are looking to buy uniforms, warm-ups, socks, shoes, products that perform on the field, accessories and basketballs to there’s another element of the girls’ programs, both high school shopping experience that impacts and club teams. their final purchasing decision — In Delaware, girls’ basketball color. is very popular, but so are field “Colorwise, players want neon hockey, lacrosse and softball. and very vibrant colors,” says At Al’s Sporting Goods in Wilmington, DE, general manager While lacrosse is one Ed Knapper says girls’ basketball of the fastest growing teams are always buying game team sports in the U.S., jerseys and shooting shirts, which especially for girls, it’s not are often customized for each popular in every state. player. In Washington, girls’ high Marsha Rutherford, of PJ Sports. school and travel teams are Rutherford feels that her store’s buying uniforms, team T-shirts, business is 50/50 from a gender sweatshirts, warm-ups and perspective. individual equipment bags. “We Two team dealers in the also sell basketball uniforms and `ÜiÃÌÊqÊ ÀÜ]ÊvÊ À>ÌâÊ accessories to middle schools, Sporting Goods in Indiana, and but they are buying less expensive Randy Nill, of Nill Sporting Goods items,” says Bill Hehn, general Ê >Ã>ÃÊ ÌÞ]Ê "ÊqÊ>}ÀiiÊÌ >ÌÊ manager at H & L Sporting Goods, while lacrosse is not big business Everett, WA. right now, it will be soon. “Lacrosse is not big yet in Girls Like to Re-LAX Indiana,” says Brown. “In our While lacrosse is one of the world, it’s a club sport and fastest growing team sports in the it’s confined to the bigger U.S., especially for girls, it’s not metropolitan areas like popular in every state. According Indianapolis and Louisville. We IT’S WORTH NOTING THAT MORE GIRLS ARE ADDING BASEBALL to the NFHS, high schools in have done some business with to the list of sports they play. only 23 states sponsor girls clubs and teams in Louisville.” “In the past, the only opportunities for girls to play baseball lacrosse — the top five are New “It hasn’t caught on, but it will,” were with the boys,” says Justine Siegel, founder and executive York, Massachusetts, California, says Nill. director of Baseball For All, based in Malibu, CA. “Co-ed baseball New Jersey and Pennsylvania. In northwest Ohio, athletes are is wonderful, but some girls shy from the sport because they are It’s worth noting that Florida, playing lacrosse, but not in great nervous playing with the boys. The more opportunities that girls have with 169 schools, now has more numbers. to play with girls, the more girls will play baseball.” girls’ high school lacrosse teams “We sell to a few girls’ lacrosse Siegel maintains that girls’ baseball is an untapped market with than lacrosse hotbed Maryland teams in the area,” says Chris huge growth potential. “With women making up more than 40 (149 schools). Interestingly, Frey, sales rep at Dan Rodgers percent of MLB fans, it is easy to imagine how many girls would like while lacrosse is big in most Sporting Goods, Toledo, OH. to play the game,” she says. “It is also easy to imagine how many parts of Maryland, in some areas In Delaware, lacrosse is one of fathers would like to teach their daughters a curveball.” of the state it remains a minor the most popular sports for girls, Baseball For All is recruiting 24 girls’ baseball teams from all parts sport for girls. Just ask Brooks, especially with schools. “Our of the country to play in its national girls’ baseball tournament in who says lacrosse is bigger school business in lacrosse with late May in Orlando, FL. The teams are for girls ages 10-13 and near Washington, D.C., around girls is very, very strong,” says the national tournament will be the first of its kind. Many of the Baltimore, and along Maryland’s >««iÀ°Êº7iÊÃiÊiÀÃiÞÃÊ>`Ê participants are the only girls in their local leagues, while others are Atlantic coastline but not so much some sticks.” softball players who would like to play both sports. in his home turf of Cumberland. In lacrosse gear, there appears “This national tournament is historically important because it “I only sell lacrosse to a one to be one big difference when catapults opportunities to create girls baseball leagues throughout or two college teams out here in selling to girls versus boys — the country,” says Siegel. Q western Maryland,” he reports. buying sticks.
32 Team Insight / March 2015 teaminsightmag.com
TEAM / NICHE SPORTS
Rutherford explains that boys (FHSAA) to mandate the use of competitive sport and we must do “The Internet has affected want a more customized stick, headgear for girls’ lacrosse as a everything we can to make it as how I market soccer items,” says whereas girls will buy sticks precautionary measure against safe as possible for the girls.” Godek. “Nowadays, soccer-savvy sitting on the store shelves. Why? head injuries, beginning with the consumers, especially girls and Rutherford says many boys have 2015 spring season. This took Selling the Beautiful Game their parents, are searching for the different needs for what they want effect despite the fact that U.S. This summer World Cup fever best prices on the Internet. We are out of their stick. Lacrosse, the national governing will once again take hold of U.S. In Florida, at the high school body for high school girls’ soccer fans as the Women’s When it comes to selling level lacrosse is one of eight lacrosse, does not require female National Team competes for the soccer, today’s team and new sports adopted since 2003. high school lacrosse players to prize in Canada. For the girls’ retail climate has changed Last April, 65 girls’ teams (and wear protective headgear. business in this country it can drastically, especially for 64 boys’) competed for Florida’s “For the FHSAA, nothing – only mean an increased interest in soccer-specific retailers. first high school state lacrosse nothing – is more important than the sport at all levels, translating championship. the safety of our student-athletes,” to stronger sales for an already- forced to compete with Internet One boon to the lacrosse says FHSAA executive director Dr. healthy niche sport. prices.” business in Florida was the Roger Dearing. “Even though the But when it comes to selling In West Virginia, soccer is rising decision last year by the Florida rules of girls lacrosse are intended soccer, today’s team and retail in popularity, especially with girls, High School Athletic Association to keep it safe, it remains a highly climate has changed drastically, notes Foster. Besides uniforms, especially for soccer-specific cleats and balls, Foster has been retailers. known to sell a few soccer goals Matt Godek, president and and the nets that go with them. BLAZER VOLLEYBALL EQUIPMENT founder of Godek Rugby & Soccer In Indiana, soccer is solid for Supply, Merrifield, VA, says his girls, but it has not blossomed NEW VOLLEYBALL approach to selling soccer is like it has in other parts of the CE P WER STORE ALL drastically different than it was country. VOLLEYBALL POLES EQUIPMENT in the past. Back in the 1980s and “Throughout Indiana, girls’ lightweight CART 1990s, Godek used to sell a large soccer is holding its own,” says EASY TO TRANSPORT & ADJUST NETWINDER BUILT quantity of all soccer-related Brown. “While it is a high school RIGHT IN! items, but now his soccer sales and club sport, it doesn’t have the numbers have declined. Instead popularity in Indiana for girls that of selling everything from soup to basketball and volleyball do.” He nuts, his soccer revenue comes believes part of the challenge is Milled aluminum from shinguards, balls, T-shirts, that soccer is an outdoor sport pulley. customized jerseys, decorating while basketball and volleyball and some cleated footwear. can be played year-round indoors. Multiple height adjustment. NEW
Stores equipment easily. The Sock Game Meets NCAA® USAV NFHS ONE OF THE HOTTEST NICHES Rules Rope rachet is used to within girls’ sports is the evolution tighten the lower net. of what kids call the “sock game” or the “shoe game.” Female athletes, especially in basketball, are always keeping an eye on the fashion statements being made by teammates or opponents with their selection of performance shoes and socks. “If anybody walks into practice with cool-looking sneakers and socks, we Quality USA Made ® say that person has ‘shoe-game’ or ATHLETIC EQUIPMENT ‘sock-game,’” notes Mallory Burton, and socks motivates many of her BECAUSE VALUE MATTERS. a sophomore on the women’s teammates go searching at retail or basketball team at Northwood online for a more unique design or FOR MORE INFORMATION CALL ( 800 ) 322-2731 University, West Palm Beach, FL. pattern, especially among socks. This E-MAIL US AT INFO@ BLAZERATHLETIC.COM She adds that the competition for competition even extends into the the most trendy and special shoes headbands that many girls wear. Q
34 Team Insight / March 2015 teaminsightmag.com jerseys, balls, cleats, nets and of the state of Indiana and many some goals.” «À}À>ÃÊÊÀÌ iÀÊ iÌÕVÞ°Ê Volleyball is probably our second Set, Spike, Score largest sport for girls.” Court volleyball has national The sport of court volleyball is a appeal and seems to be popular big-time sport in the Pacific North- everywhere. Apparently, gyms are west, especially in Washington. no longer the exclusive domain of At H & L Sporting Goods, Hehn basketball teams. says volleyball is his company’s “I don’t know about the rest top-selling sport, followed by of the country, but my volley- basketball and track and field. ball business is really growing “We do a big business with in southern West Virginia,” says middle school, high school and Foster. “When the girls, who are travel volleyball teams,” Hehn serious about volleyball, are not reports. playing for a middle school or In Idaho, the emergence of vol- high school team, they are playing leyball travel clubs has been a big In northwest Ohio, the soccer In Washington, girls are club volleyball.” plus, from a financial perspective. business for girls comes from beginning to catch the soccer Volleyball also has a big pres- “These new travel clubs have the youth organizations. “We fever. “In the last three years, ence in the Hoosier State. caused the sport of court volley- are selling reversible jerseys, girls’ soccer sales have picked “We do a lot of volleyball at the ball to grow exponentially at all shinguards, shorts and soccer up,” notes Hehn. “We are selling club and high school level,” says levels,” says Brady. “The sport has goals,” reports Frey. everything — shoes, socks, Brown. “We sell to two-thirds taken off for us.” Q
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teaminsightmag.com March 2015 / Team Insight 35 TEAM / NICHE SPORTS GIRLS VS BOYS
hen selling team sports to boys W and girls, is there a difference between the two genders? Some team dealers say there is a significant difference and others maintain Goods. “The whole for girls. Girls don’t care they are handled the same. process is the same. The too much about price. If iÊ-iL`]ÊvÊ i½ÃÊ key with any team is to they want it, they buy it. Sporting Goods, falls into have good management in What’s important for girls the latter camp. “There is charge.” is that it feels right and no difference, as long as Frey acknowledges that looks right.” the person handling the what makes the process Brooks, who estimates account knows what he or more streamlined and 40 percent of his business she is doing,” he says. profitable for shopping- comes from females, has Larry Foster, of Spartan savvy girls are online team a unique perspective on Sporting Goods, notes that stores. “Right now, I have the overall business since his store offers girls’ teams he runs both retail and the same products as it “On apparel, a T-shirt team stores. His strategic offers the boys’ teams. is a T-shirt for boys, approach with the retail But, he does notice that but not for girls. Girls store has a definite girls are more decisive in don’t care too much feminine slant to it. their decision making. about price. If they “At my retail location, “Girls know what they want it, they buy it. the fan apparel is more want and they get it,” says What’s important for appealing to the women Foster, adding that for girls is that it feels and the mothers who the most part girls like right and looks right.” walk through the door, the finer things in their since they do most of sporting life. six or seven of them and the shopping,” he says. “The girls like the high- that number will double “Because we stock quality gear and uniforms,” as we get closer to the merchandise that is he says. “They want the season.” appealing to females, our top-of-the-line products. While Seibold, Foster sales of fan apparel are They like to spend money.” and Frey are in agreement, very strong.” Foster does note that there are some team Girls always appear when selling the actual dealers who feel girls interested in looking basketballs, sales are demand a different good while competing — always steady because strategy. whatever the sport. Boys, the girls’ basketball is “There’s a big difference not so much. a different size than the between selling to girls “Girls are more selective balls used by the boys. as opposed to boys,” from a fashion and style “There’s no difference says Jason Brooks, of perspective,” says Jim when doing business with Riverside Sporting Goods. ÀÜ]ÊvÊ À>ÌâÊ-«ÀÌ}Ê girls,” adds Chris Frey, “On apparel, a T-shirt is a Goods. of Dan Rodgers Sporting T-shirt for boys, but not One team dealer likes
36 Team Insight / March 2015 teaminsightmag.com
APPAREL / DECORATING STRONG
IS PRETTY Fit and function are the key factors in making female athletes happy.
By Nancy Baeder Game Gear. “We did a sublimated Team vendors across the board they want. Often this mirrors what uniform for a girls’ softball team have stepped up their focus on the elite teams or the colleges are here’s no arguing that girls called the Predators. The design women’s lines. “As a brand we are wearing, but sometimes teams go take their sports seriously, featured a claw ripping through very cognizant of the importance rogue with a completely unique so it’s not surprising that the back of the jersey paired with of the female athlete and we are look. T performance fabrics and the seam-to-seam camouflage.” expanding our offering of female- Stayton Sports, Stayton, OR, athletic designs are making a The powerful visual validates specific products significantly, is well positioned to serve the strong statement in girls’ athletics. the idea that “Strong is the New more than tripling our offering girls’ market, offering teams a full Team dealers and their vendors Pretty,” a phrase coined to put the across all product categories this range of decorating technologies, continue to sharpen their focus on focus squarely on performance in year,” says Ryan Brown, senior including embroidery, screenprint- girls’ sports, developing distinct women’s athletics. Girls represent director of team sports for Adidas. ing, chenille, direct-to-garment market strategies aimed at women. half the team market and par- With more selection available, printing and, recently, rhinestones. “Unique designs send a powerful ticipate in a wider array of sports dealers can provide the athletic “It’s our business to see that their Photo: McCrite message of expression for girls’ than ever before, and dealers fit girls demand and customize needs are met. A lot of our busi- sports and they appear to eat it serve the market with alacrity. The it with designs and decorating ness comes from word of mouth, up,” says Cade Osborn, COO of girls are in it to win it. technologies that create the look the best and cheapest advertis-
38 Team Insight / March 2015 teaminsightmag.com ing there is. When customers call or come in, they usually know Technology Drives Decorating what we do because they’ve seen it somewhere,” says owner Ron “THE ROLE OF TECH- decorating business. Gower. nology is simple: You “Our online team spirit “In a lot of ways girls are easier embrace it and empow- stores have exploded because they usually have a de- er creativity for custom- in the last three years. sign in mind or a photo on their ers craving custom. It takes a more effort cell phone to show us, whereas Uniform builders are just to set it up on the front guys are more ‘whatever,’” he the beginning, “ says end, but then it’s easy adds. “Girls’ coaches have learned Cade Osborn of Game to process the orders over time to find out what their Gear. and payments,” says girls want and give it to them. Staying up on technol- Horvath. They just put Boys are getting more like the girls ogy is critical for every up a store for a girls’ in that regard.” aspect of the team lacrosse team where Clubs, schools, leagues and decorating business the girls and the coach universities come to Kampus — production, design, decided on nine items Klothes, Ivyland, PA, where owner communication, approv- — a hooded sweat- Tom Gonsiewski helps teams get als, purchasing and shirt, sweatpants, capri the look they want quickly with accounting. Each step is spandex pants, nylon decorating done onsite. “The girls’ a critical link to ultimately running shorts, per- teams around here like a more delivering a quality prod- formance shorts, long athletic look and they want the uct that stands out. sleeve T-shirt, revers- performance garments. They’re “All of our production ible pinneys and full zip not fancy-schmancy, except cheer is done via comput- hooded jackets. “We and dance, ” says Jackie Horvath, ers. I just updated all will decorate everything a sales representative for the my embroidery and with some combination dealer. “Right now it’s popular to screenprinting software of the school name, add color, a little bright neon to so we’re standardized the mascot name, their the logo or neon colors for prac- with Corel Draw,” says hawk head logo and a tice wear and spirit wear.” Ron Gower, of Stayton lacrosse stick,” Horvath Athletic looks and color are not Sports. “Actually, I pur- says. “Everything will mutually exclusive, as teams strive chased updated hard- be ordered and paid for a unique look. ware that required me to online.” “Girls are using more non- run updated software. Online team stores team colors for the logos and Either way, I spend so generate more spirit decoration. Think pink, lime and much time on comput- wear business. “Teams turquoise. They also like more ers that if I can be 10 or tell us what they want ages orders, streamlines designed to make things patterns in their logo, including 15 percent faster, the and we come up with receivables, keeps easy, with online stores plaids, dots and mascots,” says technology pays for itself the artwork. For embroi- production methods up- for schools, leagues Cindy Clyde, director of apparel very quickly.” dery we do the digitizing to-date, helps maintain a and booster clubs sell- at A4. “Women’s and girls’ apparel A dealer’s life is online unless it’s really com- leg up on design options ing embroidered and lines are a key focus at A4 and now. “We do everything plex,” says Steve Hardy, and, more than ever, it’s screenprinted items. we’ve expanded our softball, vol- online, from purchas- of Em-Roe Sporting what customers expect “Teams can choose leyball and track lines this year.” ing to uniform builders,” Goods, who encourages and demand. name brands like Under Wayne Sporting Goods, Wayne, says Kampus Klothes’ his customers to use “We continuously Armour and Nike or from PA, get teams the look they want, Jackie Horvath. “When uniform builders to flesh invest in the most up- tons of other compa- making an investment in embroi- a coach asks for a full- out their design ideas. to-date software and nies to fit their needs,“ dery and screenprinting capacity. button softball jersey “We direct our custom- equipment,” says Roger says Galczenski. From “In the decorating business word design, I go on the ers to go Russell, Under Galczenski of Wayne his website, custom- of mouth can get you a lot of busi- vendor’s uniform builder Armour or Adidas sites Sporting Goods. “We ers can page through ness when you offer a good qual- and create it for them, to build the uniform they offer custom digitiza- vendor catalogs, select ity product,” says owner Roger show them the mockup want and send it to us tion for team logos and the items they want, Galczenski. “We do it all. We just and get approval, all via so we can help them designs, matching old and access the Apparel finished an order for Eastern Uni- email. That way we have make sure everything is logos or designing new Design Studio – com- versity’s girls’ and guys’ lacrosse a record of everything, right.” ones. We always email a plete with demonstra- teams. Last year we did the guys’ too.” Taking advantage of digital proof for approval tion tutorial – to design team and they liked the quality, so Online team stores technology is simply before any decorating is their own garments. It all they gave us year both orders. Our are another way tech- smart business. It cre- done.” helps to keep the orders business runs about 50/50 girls to nology is pushing the ates efficiencies, encour- His website is coming. Q Photo : Charles RIver
teaminsightmag.com March 2015 / Team Insight 39 APPAREL / DECORATING
guys and we don’t notice much order stock,” says Galczenski. “By difference servicing the teams.” doing our own decorating we can Em-Roe Sporting Goods, control the process, the quality Indianapolis, IN, has carved a and the delivery.” niche in the team market provid- In addition to decorating, Galc- ing athletic apparel and a range zenski caters to female customers of decorating services. “These by maintaining strong retail inven- days every high school gets the tory of women’s Under Armour same budget for girls and guys, and Nike apparel, footwear and so there’s not much difference,” accessories. “Our Nike women’s says owner Steve Hardy. “As far department is the largest and most as uniform decorating, everything we do is the athletic look, nothing Brand still matters in the sparkly or girly-girl.” team business, but if you’re catering to girls’ sports you Brand and Style and comfort will often drive Dealers walk their customers have to pay close attention Brand still matters in the team the sale more than brand,” says through the process of selecting to look and fit. business, but if you’re catering Brown. “We focus on fit and fabri- the best brand and style to fit to girls’ sports you have to pay cation, creating, developing and budget and time constraints. “We diversified on the Main Line (Phila- close attention to look and fit. delivering only the very best for find that the high schools and col- delphia) and Under Armour is a “Fit, fit, fit. The girls want the the female athlete. Guys are less leges are more brand conscious brand with a serious athletic core uniforms to not only look great, concerned about fit and comfort and usually order custom uni- for female customers,” he says. they want them to fit great. Fit and more concerned with cool.” forms, while the younger teams Em-Roe Sporting Goods finds that the major brands are in demand at all the high schools, and even some junior highs. “To get custom uniforms you have to order way ahead and a lot of WOMENS COLOR BLOCK schools take advantage of early order specials to get the brands they want,” says Hardy. PULLOVER TOP But long lead times can be problematic. “We’ve seen lead times shrink to the point that a lot of our schools don’t have their budgets early enough to order * a season out,” says Gower. “We AS LOW AS like to use companies that have a similar quality to the brands and carry inventory. Most teams seem $7.25 satisfied with that as long as they DECORATION EXTRA get the quality, design and fit they want.” In fact, he adds, “we see some of the elite teams using decorating designs to build their own brands based on their team logos. They NW3260 / NG3260 Adult: S – 2XL / Girls: S – XL want a distinct look and are less concerned with brand than style.” $ 100% Polyester IBirds Eye Mesh, 4 ounces per square yard Hardy also gets decorating $ Moisture Wicking, Odor Resistant, Stain Release business from colleges and high $ Color Blocked & Contrast edging schools where branded merchan- dise is procured through con- tracts with Nike, Under Armour and Adidas. “Schools quickly
learn that the Big Three don’t Photo : Mot i onwear decorate efficiently and they don’t want to wait, so they have taken to getting the blanks and we decorate for them,” says Gower. *ADDITIONAL CONDITIONS MAY APPLY. CALL FOR DETAILS 888 464 3824 | www.A4.com
40 Team Insight / March 2015 teaminsightmag.com
APPAREL / DECORATING
Sublimation Rules for Girls delivered fully decorated from the Soffe’s New Positioning Girls lead the way when it factory,” he says. comes to pushing the limits of Decorating on sublimated appar- design and color, and sublimation el has posed challenges. “We were delivers pure custom. screening numbers on sublimated “Sublimation plays a big part camo shirts and the camo pattern in color availability and design could be seen through the num- options. It’s provides ultimate bers,” says Gower. “Now they’ve customization and personaliza- developed white and black inks tion for the female athlete,” says to use as an under-base to seal Brown. “It also plays a big role in out the digital camo. We’ve also fit and comfort because there are encountered problems with color fewer cut lines and less bulk then matching pinks and blacks.” screenprints or twill, and all these Despite lingering issues, subli- factor into fit and comfort.” mation is here to stay. “Not only It’s easy to be seduced by the will the technology keep improv- ing, but it will get less expensive Teams have so many as more companies do it,” says design options on the table Gower. “Ultimately the manufac- that the biggest problem turers’ cost structures will deter- may be choosing which mine which direction they will direction to head. push the industry. There are defi- nitely economies of scale regard- look and feel of sublimated gar- ing all-white polyester fabric and ments. “More vendors are offering now they have a heavier fabric it and the kids like what they see,” that can be sublimated.” says Horvath. “They may love it Galczenski agrees. “There is a and want it, but the reality here is definite turn toward it when you that teams usually don’t have the are doing a complex design,” he time to order these custom pieces. says. “But sometimes teams still They have to raise the money first just want a white T-shirt with navy and it just takes too long.” decorating; they don’t want a Sublimation’s unlimited design whole lot of color.” pushes forward the idea of hav- ing it all. “Teams are wowed by So Many Design Options the possibilities of seam-to-seam Teams have so many design op- sublimation,” says Osborn. “In tions on the table that the biggest addition to the fabric, design and problem may be choosing which style options, we’re enhancing the direction to head. Dealer expertise FOR SPRING 2015, Soffe is launching a capris and tank female perspective of design by can guide the decisions with a Soffe’s women’s campaign that aims tops with SoffeDri having diversity within our design wide array of decorating technolo- apparel line is being to connect with moisture wicking team and that is reflected in our gies to customize uniforms, warm- repositioned and women in a more fabrics and features products, including fit preference ups and spirit wear. The recipe for relaunched with new truthful way. new silhouettes, among both genders.” success starts with apparel lines materials, styles Research cited by patterns and ruched “Girls seem to like sublimation that have the fit and fabrications and a focus on Soffe reveals that 81 detail. The line aims more that the guys, who are opting girls are looking for, and then add what the brand’s percent of women to reflect enhanced for the more traditional uniforms,” the designs they love. research says its ages 13-24 say they fit, performance, says Gower, who hasn’t seen a >«ÕÃÊ Ì iÃÊÃVÀii«ÀÌÃÊ>`Ê customers really are more motivated technology and huge demand for sublimated embroiders everything for its cus- want. The women’s to exercise when style. The goal is to uniforms but is using it more for tomers from T-shirts to uniforms, line features styles with friends or on blend performance spirit wear. “Camouflage is huge socks and bags. “D1 colleges such that are expanding a team; 92 percent with the right right now. Every girls’ basketball as Temple, Drexel and Villanova on the SoffeDri believe they are amount of trend, team we did this year had digital get their contracted Nike or Under tech introduced last more powerful as while keeping the camo somewhere, either on the Armour gear and give it to us to spring. a group; and 91 price very affordable. trim or shirts or socks. Vendors decorate for them,” says Horvath. Based in part on percent want to be The brand will also are sublimating tackle twill to get a “The D2 and D3 schools buy uni- research indicating part of something relaunch its website multi-colored look.” forms from us and we decorate. Our that young women bigger than this spring, including Hardy sees an uptick in demand high schools bid out most of the are not connecting themselves. a component that for sublimated uniforms. “A lot uniform business, so we do mostly Photo : Soffe with most athletic The line now will help consumers of teams like sublimation. The spirit wear and practice wear items apparel advertising, includes shorts, find a perfect fit. Q sky’s the limit on design and it’s purchased by the athlete.”
42 Team Insight / March 2015 teaminsightmag.com Much of what they decorate years ahead of direct-to-garment is stock merchandise. “Stock is printers. We also use CAD-Cut so good now that you can make printers to print stickers, window it look custom. Badger can add clings, decals and bumper stick- extra piping to a stock uniform to ers.” add pizzazz, and then we deco- Galczenski finds that teams will rate it. It looks custom and it can choose embroidery over screen- printing if they have the money. Silkscreening remains “We have two four-thread ma- a solid option and heat chines that can embroider eight transfers are offered as items at the same time, including a lower cost option or for sweatshirts, sweatpants, jackets quick turnaround. and hats. With all embroidery done on-site we are able to turn be turned around quickly,” says around orders fast,“ he says. Horvath. Silkscreening remains a solid Embroidery is in high demand. option and heat transfers are of- “There is a ton of business out fered as a lower cost option or for there and we are as busy as we quick turnaround. “We buy sheets can be. Anything I can hoop I in two, three or four colors and can embroider for teams,” says heat press designs onto T-shirts. Gower. “Screenprinting is always Transfer Express and Stahls’ keep a great option because it’s faster, moving the technology forward cheaper and its durability is light and it has come a long way.” Q Photo : McCr i te
teaminsightmag.com March 2015 / Team Insight 43 TEAM / GIRLS’ NEW PRODUCTS
Four pages of the best new products for girls for 2015. Editors’ Picks
3 1. Under Armour’s 2 Armourfuse Volleyball jerseys feature lightweight, four- way stretch and moisture transport fabrication available in 27 colors and V19 prints.
2. The 3N2 full button CFB Jersey allows for normal button placement, eliminating a gap while allowing for a full range of design options.
3. The Lightning Soccer Jersey from High Five has a white V-neck with contrasting shoulder and side inserts with piping and comes in seven color options.
4. A4 has added a two- button Henley for both women’s and girls’ softball. It’s 100 percent polyester, moisture wicking, odor resistant and stain release.
5. The Re:ceptor 1 Ortho Sleek Pro X1 glove 4 from Reusch has longer fingers and a narrower cut through the middle of the hand.
6. The Climalite Seamless three-inch short tight from Adidas Volleyball is a marriage between the traditional spandex short and an engineered body shaping garment.
7. Baden’s Scor is a microfiber game volleyball, featuring an aerodynamic, dimpled cover. The ball plays 5 to the preferences of the player. 6 8. The Nfinity BioniQ Boom 3.0 volleyball shoe weighs 10.1 ounces and features NfiniLock technology to keep feet feeling light and secure.
8 7
44 Team Insight / March 2015 teaminsightmag.com 9. High Five’s Galaxy full- button softball jersey is made with polyester gridlock mesh with essortex. The pinhole mesh side inserts add 9 breathability and comfort. 10. Under Armour’s 10 women’s Marbella features an ArmourFusion frame that is lightweight, adjustable and durable, along with ArmourSight lenses.
11. Russell Athletic’s 11 custom softball jersey allows teams to sublimate the side and back inserts, along with the option of customizing the back insert.
12. The Avenge L150B Axe Bat for fast-pitch softball from Baden is a two-piece composite bat featuring its patented axe-shaped handle, which has been proven to provide better bat control and grip stability.
13. Atec’s T3 Softball Tee features a telescopic aluminum stem with high-density polyethylene base.
14. The Slugger OKC Fast-Pitch Pant from Xone features heavy warp knit fabric, knicker length and two snaps and tunnel loops.
15. The Game Face Sports Safety Mask with protective solid steel cage from Markwort reduces chances of injuries.
16. Varo’s weight and bat protector for fast-pitch softball disperses weight to the end of the bat, providing “barrel feel” through the 12 zone.
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teaminsightmag.com March 2015 / Team Insight 45 2 TEAM / GIRLS’ NEW PRODUCTS
1
1. The 79-inch women’s bar from PowerMax is 4 made of high strength carbon steel and is designed from the 3 women’s international weightlifting rules.
2. Cutters’ Ultra Flex-Cap Elbow Guard protects the elbow from inside pitches with the Flex-Cap Elbow Guard that extends from tricep to forearm. 5 3. The Skins Women’s A400 long tights include strategically placed panels for biomechanical function and injury prevention, along with adaptive technology for temperature control.
4. At only 1.6 mm thin, the Sisu Aero mouthguard allows the female athlete to talk, breathe and drink with ease. Custom fit, slim profile guard stays in the mouth the entire game. 7 5. McDavid’s Women’s 8 Compression Thumbhole Arm Sleeves provide strategic muscle warmth and stability, plus highly visible reflectivity.
6. Zamst’s HA-1 Compression with G-Fit technology delivers vertical gradual compression form the ankle through the calf.
7. Cliff Keen’s Mesh Back Sublimated Singlet in a women’s cut is made with its Compression Gear fabric and is both comfortable and flattering. It features a performance Lycra Mesh Sublimated Back Panel for added comfort.
8. Pizzazz Performance Wear’s Zebra twist top can be paired with its animal print hot short. It features side panel, shoulder and upper back with zebra design. 6
46 Team Insight / March 2015 teaminsightmag.com 9. The sublimated Kinetic fashion shirt with thumbholes 10 from Game Gear is available in both loose fit and form fit.
10. The Adidas TechFit Sports Bra reduces friction and chafing while providing soft and comfortable support 11 for female athletes. 11. GTM’s Charisma warm-up combines brushed SpiritFlex and micro-poly blend to create a durable jacket that allows for 12 seamless mobility, and the stylish color-blocking design is chic and flattering.
9 12. The Team 365 Championship Jacket from Alphabroder has a water-resistant finish, while the Windsmart technology provides a wind barrier fabrication.
13. Russell Athletic’s Women’s Performance Pullover features raglan sleeves with extended length and thumbholes for added comfort.
14. Red Lion’s Micro Camo sublimated print socks are part of its new sublimated print crew sock line. Other new designs include Proud (distressed American flag), Zombies and Strength (Pink Ribbon). 13 15. ProSphere fully sublimated hoodies from 14 Teamwork Athletic offer an option for multiple sports and fans.
16. Jaypro Sports’ Team Pink Program helps support the Terri Brodeur Breast 15 Cancer Foundation. Among products in the program are football post pads, team benches (pictured), soccer goal weight bags, basketball backboard frames and volleyball upright pads and net tape. 16 17. Soffe Accessories/ McCrite offers everything from headbands and hair bows (pictured) to sleeve scrunchies.
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teaminsightmag.com March 2015 / Team Insight 47 TEAM / PEOPLE
Role Models Three female athletes who played at the highest levels take a look back at how they got to where they are today. A Team Insight exclusive.
Hucles Takes Charge ecently appointed presi- wear as a sunblock, especially as a so more female athletes are actually dent of the Women’s Sports youth. If I got into a better routine of buying equipment that looks and Foundation (WSF), an orga- applying sunblock earlier on in my feels good. Rnization founded by Billie playing days, I think my skin would i>Ê }ÊÊ£Ç{]ÊAngela Hucles is be better for it. You don’t realize Where is room for improvement? a two-time Olympic women’s soccer the importance of it when you are One of the areas for improvement gold medalist, a two-time World Cup younger. is in the lifestyle products. We are bronze medalist and a four year All- already seeing this being done with American. She was selected as the Do you have any sports equipment or certain brands that may be targeting US Soccer Foundation’s 2009 Hu- horror stories from those days? the non-traditional athletes, but I be- manitarian of the Year. Now retired, No horror stories, but I do remem- lieve that everyone is an athlete, just Hucles, born July 5, 1978, in Virginia ber the shinguards that I had to slip at varying levels. I’d love to see more Beach, VA, is an ambassador, advisor on over my feet and had protection products that encourage women and and motivational speaker. In addition on the back of the leg as well. That girls of all ages to get active and own to her work with the WSF, Hucles is was a good idea, but it made for their inner athlete. the founder of the Empowerment quite the bulky leg gear protection Through Sports Leadership Series to and felt pretty awkward. What do you see as your role at the show how sports can develop youth WSF and of its role in girls’ sports? to become leaders. What was your favorite sports gear? The mission of the Women’s The cleats. I loved picking them Sports Foundation is dedicated to Tell us a bit about the role that sports out and it was the only piece of providing safe and equitable sports played in your life and how it shaped equipment that I got to choose opportunities so that all girls receive the person you are today? myself. The cleats were always a way the health, education and leadership Sports played a tremendous role that I could place my own expression benefits both on and off the field. When I first started because they affected my entire life where everything else was uniform. My role as president is to make sure competing most of the and have completely shaped who that we stay in alignment with that I am. They provided me self-confi- Where did you shop for your equip- mission, to help and encourage girls equipment was geared dence at an early age when statistics ment when you were growing up? and women to get active and show more for the male body show that important decisions are Growing up my dad would always them all the benefits that doing so type and didn’t fit as well made for young girls and they pro- take me to a local soccer equipment provides, and to help the athletes as a girl or for women. vided me with incredible opportuni- store at the beginning of each season that need resources and assistance ties, including the current role that I to pick up our uniforms and allow in achieving their dreams and goals. have as the Women’s Sports Founda- me to pick out a new pair of cleats I am also tasked with assuring girls tion president. if I needed them. We went there for and women know that the Women’s all of my equipment needs, so much Sports Foundation is here to help. When you take a look at the soccer so that the owner knew us by first products you used and wore, what names. I remember it fondly because Finally, what would your advice be to has changed the most in recent years? it was a special time and treat for me our readers to do a better job in mak- Everything has evolved, especially to go with my dad, and also cool to ing products for female athletes? for women. When I first started com- be able to pick out a brand new pair Continue to stay flexible in the peting most of the equipment was of cleats to wear for the year. evolution of women’s sports and the geared more for the male body type needs of the female athlete and to and didn’t fit as well as a girl or for Are you surprised that the industry has continue to be creative in providing women. Now the equipment fits bet- finally recognized the female athlete the products that help to empower ter and doesn’t have to be a distrac- as a legitimate consumer? female athletes and encourage them tion when playing. I’m just surprised that it has taken to compete, sweat and have fun be- this long, to be honest. The biggest ing active, knowing that the equip- What products do you wish were changes, though, are that equip- ment that they are using provides available to you in your playing days? ment is now being made to fit female them with everything they need to Something effective and cool to athletes more so than in the past, choose healthy practices. Q
48 Team Insight / March 2015 teaminsightmag.com ichele Smith, born industry has finally recognized of injury. If you look at a college Smith Plays the Game June 21, 1967 in the female athlete as a legitimate game these days, the corners Califon, NJ, went consumer and needs to be are now playing behind their Mto Oklahoma catered to as much as the males? base (first and third base). That State University on a softball It’s about time! I say that with never would have happened scholarship and is a double a smile on my face. The female years ago. Olympic Softball Gold Medalist athlete is just as competitive with the U.S. National Team, and is just as concerned about What kind of corporate affiliations having played in the 1996 and the extension of their body have you had in the past and who 2000 Summer Olympics. In 2006, and their gear and the way are you working with now? she was inducted into the ASA it performs. Obviously, men I am still working with Rip It Softball Hall of Fame. She played and women are made very Sporting Goods and 3n2. Both professionally in the Japanese differently. The fact that we now of those companies are based in Professional Softball League have goods that are made with the Orlando area. I’m still doing beginning in 1992 and was the female body in mind is great. some work with Jugs Pitching inducted into the New Jersey It helps us from a performance Machines and Musco Lighting. State Interscholastic Athletic level. I was at the evolution of I am involved with quite a few Association Hall of Fame in 1998. that happening in the 1990s of the sponsors that I had when and to see where it has evolved I played ball, which is super When you examine the hard to today is outstanding for the exciting because they are a big goods side of fast-pitch softball, sport. For the girls to be able to part of our sport. They are what has changed the most about go into a sporting goods store helping get the word out there in recent years? and buy a female-specific glove that it’s not always just about Technology has really or a batting glove is, I think, the softball. driven the sport. Mainly, the fabulous. The female athlete performance of the bats has been With so many young girls getting is just as competitive and incredible over the last 10-15 Where is there is room for involved in travel ball at such a years. Composite bats really improvement? young age, is there a concern that is just as concerned about changed the sport. Technology A lot of it is getting inside the they will experience burnout and the extension of their body has also improved the softballs. sport — hiring more people that lose interest in the sport at too and their gear and the way Back in the day they were made have actually played the sport. young of an age? it performs. The fact that with cork and after they were hit a A lot of times, when it comes to It’s important for kids to be we now have goods that little bit, they kind of got egg-like. design we worry about colors kids at any age and have fun. are made with the female Nowadays, the balls are harder and the prettiness factor instead That spirit of having fun was and they stay hard. They are light. of, number one, focusing on the the one thing that I always had. body in mind is great. performance factor. That needs Young children, though, when How does this impact to be biggest part of it. they are six, seven or eight years participation? old, they don’t get to make those It makes a difference to Any specific suggestions? decisions because the decisions the younger kids and maybe to I wouldn’t mind seeing the are typically made for them by the athlete who is not quite as sport, at some level, start to parents or coaches. I do think strong, because they still have pull back on the exit speeds of that we need to be cognizant the ability to play this game balls off of bats. I think that a of that and need to be very with a lot of power and force certain number of kids play in careful that kids are having the even though they may be fear of being struck by a batted opportunity to play a sport and smaller in stature. Also, the ball — that’s never a good thing. really enjoy it and have fun. Q game has become safer because Maybe there’s a way of figuring of the helmets, the defensive out a limit of exit velocity of This Michele Smith Q&A was facemasks and stuff like that. balls off bats so that our corners conducted by Team Insight Are you surprised that the are less exposed to the potential contributing editor Mike May. teaminsightmag.com March 2015 / Team Insight 49 TEAM / PEOPLE
essica Mendoza, born So, at Stanford we were one of going to stand out and show our Mendoza Lines Up November 11, 1980, is a the first college softball teams personality through our clothing. four-time first team All- to wear pants and we definitely With a lot of young girls, they want J American collegiate softball wore boys’ pants. I can remember the bright green with the leopard player and sportscaster. Originally them being a little baggy in areas socks because they want to stand from Camarillo, CA, she played at that didn’t need to be baggy and out and be that person. To achieve Stanford University from 1999- tight in areas that didn’t need to that, the industry needs to 2002 and was a member of the be tight. The pants didn’t fit and constantly think outside the box. United States women’s national you needed a belt to hold them softball team from 2004-2010. She up. You looked a guy, which, when How would you categorize the joined the National Pro Fastpitch you are a girl, you don’t want. evolution of fast-pitch softball in 2005 with the Arizona Heat. equipment over the last 20 years? Mendoza currently works for What are the product needs and The biggest improvements have ESPN as a color analyst during the demands of today’s female athlete? been in softball bats. There have Women’s College World Series and Manufacturers simply can’t been unbelievable changes and as a sideline reporter for ESPNU streamline for the entire gender. I improvements with the bats in the and last year she began working feel that men are a little easier to last 10 years. The technology with as an analyst on ESPN’s Baseball do that with, but women are very these bats is truly phenomenal. I Tonight. different. You can have a female remember that when I first started that likes it a certain style and playing, we’d get that ping sound How has the gear, equipment another who likes it a different when we’d hit the ball. You had to and uniforms that are used today way. It’s important to find out who get the heaviest bat that you could changed and improved over the your market is. What does today’s possibly use just to get some years? 12-year-old girl want versus the 16- power behind it. With gloves, you Manufacturers simply Specifically, today’s uniforms year old? Don’t make just one type. are finding something that is very can’t streamline for the are more geared to different lightweight yet very, very useful types of weather that we play Do you think that’s still a problem and durable. Before my glove entire gender. I feel that in. I really love the comfort of with girls’ uniforms? would be weighing me down while men are a little easier to today’s uniforms. They are really That’s what I see with a lot of I would be running after a ball in do that with, but women geared to the female in a way women’s clothing. Manufacturers the outfield. are very different. that is super comfortable, but is often think, ‘Oh, we’ll go with the also very fitting and does the job tight look or we’ll go with a real What advice do you have for young you want it to do in the way of loose fitting (in team uniforms).’ athletes – boys and girls – who protection. In softball when you I think you’ll need both because tend to start specializing in one are sliding and diving you don’t you are going to have both body sport at a relatively young age? Are want to get all scratched up. You types on every team. you a proponent of that idea or do want something that is going to be you think athletes should be well- durable, but at the same time not So how does a company blend style rounded athletes who play two or feel durable. and functionality? three sports? With technology now, the I think, hands down, that you Anything specific about the design different types of material allow need to play as many sports as of today’s uniforms? the manufacturers to make possible. For me, I would have Hands down, the uniforms something more form fitting, if picked basketball at an early age. finally do have a feminine look. you want it to be, or a different Obviously, that would not have The last few years, the uniforms color. Women want to be ahead of worked out the way it did. Softball have been designed with the the trends and not just wear pink ended up being the sport that female body in mind, which is because pink is popular. Let’s get a was for me. I think it’s important different than the male body! It’s little bit more creative. to kind of shut it down in one now more fun to put on a softball sport, as well. For me, not playing uniform because you feel as if it Any specific advice? softball year round allowed me to is fit more for you instead of you I can tell you this for sure. love and appreciate the season wearing your brother’s clothes. Women and girls don’t like black that I had for softball because I and white in team uniforms. would be snowboarding in the How long have you had access to Literally. For a lot of guys, winter, playing basketball, playing these female-specific uniforms? everything is black and white soccer, and doing other sports. Q I remember when the sport and grey. That’s the one thing, began switching from wearing across the board, that does not This Jessica Mendoza Q&A was shorts to wearing pants. That apply to females. We like color. conducted by Team Insight happened when I was in college. We like having something that is contributing editor Mike May.
50 Team Insight / March 2015 teaminsightmag.com GET MORE INSIGHT DIGITAL ISSUES NOW AVAILABLE
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For advertising or subscription information, please email Publisher: Jeff Gruenhut at [email protected]. TEAM / ROUNDTABLE “I want my daughter to be happy with what we get. She takes her sports seriously and I want her to have the right gear.”
A Team Insight Roundtable discussion among fathers of young female athletes reveals that dads want the same things their little girls want — more selection, better quality and educated salespeople. These are the guys with the credit cards, so dealers and vendors need to listen to them.
WHAT DADS WANT
52 Team Insight / March 2015 teaminsightmag.com Okay, who is in charge when you Sean: A “B.” The soccer soccer she does use boys’ In the March 2014 Girls’ and go shopping for sports products apparel has really improved equipment, such as her cleats Women’s Sports issue of — you or your daughter? Who has through the years, with the and shorts, because she gets Team Insight we conducted a the final say on the purchase? exception of the socks. They quality hand-me-downs from her roundtable discussion among Mark: I want my daughter to are always ripping because of older brother. mothers of female athletes to be happy with what we get. She the shin pads. For basketball, I Ted: For the most part it is get their opinions on the gear takes her sports seriously and I would give a “B+.” We love the female-specific. and apparel their daughters want her to have the right gear. reversible jersey for basketball. Sean: The equipment we use and wear. So this year The rule in my house is “if you Mark: We tend to buy quality usually buy is female-specific. we went to the fathers of don’t love it, don’t buy it.” She gear, so for the most part I’d The cleats and basketball shoes these girls and asked many has pretty much carte blanche, give it an “A-” or “B+.” My issue are female and the shin pads are of the same questions to see although if she picked out a $300 is more with the availability of universal. where they stand on the cost softball bat, I’d exercise veto product. It makes me crazy when and quality of what they buy, power on something like that. I walk into a store looking to Has the availability and quality of whether they are happy with My daughter is also a reasonable get her a new pair of shoes or female-specific product improved, the selection and just how far shopper. She has been educated something and we don’t have a declined or stayed about the they will go to keep their little by her mother about bargain great choice. same in the years your girls have – and not so little – girls in shopping. We were in Dick’s been playing? gear. Bottom line, they want recently for some softball Do you reach into your wallet to Sean: They have stayed the them to be happy and will gear and I suggested she get pay with a smile or a frown? same. There still seems to be go to (almost) any length to basketball shoes while we were Mark: Shopping for sports a bigger selection of cleats make sure of it. there and pointed out a pair of gear is great quality time for for boys and men and less for Nike Hyperdunks. “Do you like us. She knows I will let her try women. That really does not The Dads Sitting At the Table these?” I asked because I know on 10 pairs of shoes to find the make sense as there seems to Nike’s fit her well. “Not at $140,” right one. So I enjoy the time and be an equal amount of boys’ and Mike M. was her response. don’t mind spending the money, girls’ teams in the two sports my His 11-year-old daughter Sean: Both. When it comes to but the lack of assortment at girls are involved with. The same plays recreation-level soccer buying cleats I have experience retail makes me crazy. can be said for basketball shoes. and softball as well as travel- since I have played soccer for Ted: Definitely a frown. I do Mark: Amazingly, it’s stayed level basketball. years and usually have the final not like to overpay for any the same. She plays in several say. When it comes to any other product. large girls’ leagues and I’m Ted Y. products, especially clothing, Sean: Usually a frown. shocked retailers don’t offer a His twin daughters are now they have the final say. Not because of the price, as broader assortment. Also, kids 18-years old and played Mike: I am ultimately in both soccer and basketball are playing sports all year long, travel soccer for 12 years charge, but I am very covert sports usually have a three- so it makes me nuts when the and high school ball for four about it through dialog and year contract for uniforms in big stores are out of stock on before heading off to college collaboration with my daughter the travel world. My frown is something while the seasons are last fall. on product quality and price. because of lack of options on the still in process. She picks what she wants from gear for women and the time and Ted: I’d have to say it has Sean R. there and leaves the store money I am spending traveling improved slightly. Two daughters, ages 16 and smiling with her great pick. to different stores until we find Mike: Generally it has been 13, have played soccer at all Ted: I have the final say in the right cleat or basketball the same in both cases. levels since they were seven the products but not uniforms shoe. years old. The 13-year old because the coach selects the Mike: I smile, because I know When you shop with your has also played basketball for uniforms. we are purchasing products daughters what is this most the past five years. of good value and it makes my important factor in the buying If you had to give a grade (A-F) to daughter happy to pick out decision — brand, price, style, Mark S. the equipment and uniforms your something new for herself. reputation, recommendations? His extremely active 12-year- daughters use, what would it be Mike: For me it is value, which old daughter plays town, and why? Is the equipment you buy for their is tied to brand. For her, it is all travel and club softball and Ted: A “D.” It is overpriced and female-specific or is it usually about style, specifically colors. I town and travel hoops. She has a lack of durability. boys’ products that fits? am not too concerned regarding recently stopped playing Mike: I generally would rate Mark: We aim to buy “Girl branding, although we do buy travel soccer because some- them an “A” based on best value. Gear.” Again, I’m unhappy when products with strong branding, thing had to give (and he is In general, we receive from her we have to settle and buy men’s such as Nike and Adidas. glad it was soccer). teams and directly purchase or boys’ shoes. Ted: Style rules, unfortunately. products that are good quality Mike: Generally female- Sean: Price, brand, style, Moderated by and fairly priced. specific. In some cases with reputation, recommendations, Michael Jacobsen
AND HOW THEY MAKE SURE THEIR DAUGHTERS ARE HAPPY
teaminsightmag.com March 2015 / Team Insight 53 TEAM / ROUNDTABLE
in that order. My daughters’ Mark: Dick’s and Modell’s order is style, brand, reputation, mostly, although we also try and “For me it is all about recommendation, price. support our local team store – Mark: She makes the choice Farriers – whenever possible. value. For her, it is all on fit. I am surprised how Buying online is a last resort, un-brand conscious she is, which we do when we can’t find although she does have her something in the stores. about style, specifically favorites. She loves Under Armour. She certainly responds If you could tell the companies to style in a way her brother that make your daughters’ sports colors. I am not too doesn’t. Her club team recently gear and apparel one or two offered sweats and flannel PJs things that would make your life in advance of the holidays and better – and this is your chance – concerned regarding she and her mom dropped what would it be? easily $200. But the merchandise Mike: Please focus on selling branding, although we was really nice and well done products that provide good and ultimately I didn’t have a value, are primarily American problem with that. made and last more than one do buy products with season. There is a lot of junk of When it comes to their uniforms, the shelves at large chain stores. are you – and her – happy with the Ted: Improve durability and strong branding.” fit and style? What would you do use one universal sizing scale. to change anything for the better? Sean: First, I would really Ted: No, we are not happy, appreciate if you provided a because sizing varies widely by better selection of cleats and brand so it is difficult to obtain basketball shoes for women. What is your one pet peeve about the the proper fit. Stores usually average three or Mike: I am generally happy four styles and this causes us to equipment you buy for your daughter? based on value and have no shop around to different stores issues with style or fit. to choose a pair of cleats. A Mark: Some of the uniforms supplied by the teams suck. It’s Sean: I am happy with the better selection would result in amazing that it’s included in your team fee, but some teams really fit and style, more so with the more purchases at their store. scrimp on the quality, which is terrible because it ticks me off every soccer uniform. They seem to Women need more selections. time I wash it and see what poor quality it is. have improved on the fabric. The Second, I really need the women new basketball uniform seems sales rep to be better educated Sean: The lack of options for cleats and basketball shoes. They to be tight, but I am not familiar in the apparel. I am not an expert only have three or four styles to choose from, yet I see at least six with basketball uniform/style. on sports bras and compression or seven options for boys. More options initially means less stores shirts and pants for women. I to visit for dad. One horror story is that we bought a compression Where do you shop for your sports need to rely on their expertise shirt and the sales girl was not educated on the style and it gave products? on those items when I am not my daughter hives. I believe if they had more education, it would Mike: Local sports stores shopping with my wife. aid the consumer. that support local sports Mark: As guys, we all recall organizations, provide the first time we tried on our Ted: The lack of durability is without a doubt my pet peeve. exceptional customer service uniform and looked in the mirror and give back to the community. and the pride we’d feel wearing Mike: For the shoes, there are a lot of products that are either I generally avoid large chain our team jacket to school or poor quality and/or over-priced. This includes brand name stores. I would rather pay a around town. That part of the products. I find that many of the products are designed to look little bit more for products experience is very similar for good but function poorly. I find the high cost of many professionally provided by the above types young girls. I know my daughter endorsed product lines to be a joke and will never pay the of businesses. Also, when I buy takes pride in her team and her premium price for such products. My daughter also understands shoes, I know they fit right. uniforms and team gear mean a and appreciates the importance of good value. As for her uniforms, Sean: Sports Authority mainly, great deal to her. I would hope I think that the professional sports organizations have gotten but also Modell’s. We also go to that companies build in the same carried away with the prices they carry on uniforms. For example, a local soccer store called the quality to their girls’ gear as they I agree with my town’s decision to change the baseball/softball Soccer Post do to their boys’, but take into uniforms from professional teams to college teams. We get a much Ted: We shop at local soccer account that girls appreciate better uniform for the same price or less. stores and online mostly. better styling and color. Q
54 Team Insight / March 2015 teaminsightmag.com
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56 Team Insight / March 2015 teaminsightmag.com Reusch High Five Mueller Motionwear
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GO T-E-A-M FASHION FORWARD Cheer Market Is Big Girls’ Looks Move On Xxxxxxxxxxx WHAT DADS WANT ADVERTISER INDEX MARCH 2015 A Roundtable Discussion xxxxx 40 FOR 2015 New Products for Girl s
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Adidas ...... 11, 21 OrderMyGear.com ...... 20
Augusta Sportswear ...... 3 Porter ...... 36
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Bownet ...... 9 Russell Athletic ...... 17
Epson ...... 41 Sanmar ...... 59 DIAMONDS IN THE ROUGH
FEMALE ATHLETES PLAY First Team Sports ...... 35 Stahls’ ...... 6 HARD AND ARE A STRONG MARKET FOR TEAM DEALERS
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A FORMULA4 MEDIA PUBLICATION / MARCH 2015 Jerzees ...... 29 Under Armour ...... 2
Motionwear ...... 27 Uni-Sport ...... 13 Archive issues are now available on our website. Follow Team Insight on facebook. Nokona ...... 23 TEAMINSIGHTMAGCOM s FACEBOOKCOMTEAMINSIGHT
teaminsightmag.com March 2015 / Team Insight 57 ENDTEAM ZONE / TOPIC / NEWS
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COMMITMENT. AFTER ALL THE WINS AND LOSSES, PRACTICES AND TROPHIES, IT’S YOUR TEAMMATES YOU’LL NEVER FORGET.