NOT IT HOOPS HEAVEN CUSTOM CAPS PERFORMANCE ANXIETY Buying Group Exits Finds Its Niche Headwear Gets Personal The Apparel Category Expands

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Editor While the big Michael Jacobsen names continue [email protected] 201-396-7005 to drive the Editorial Staff market, team Tim Sitek, Senior Editor Nancy Baeder, Correspondent dealers are Mike May, Correspondent finding there is Art Director a lot of demand Francis Klaess Associate Art Director for mid-tier Mary McGann brands that Publisher perform without Jeff Gruenhut [email protected] the higher price. 404-467-9980 Page 48 Advertising Sam Selvaggio [email protected] 212-398-5021 Mark Sullivan [email protected] 646-319-7878 Jeff Nott [email protected] 516-305-4711 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

Director of Audience Development Matthew Mauer [email protected] 516-305-4710

8 TEAM TRENDS 40 HOOPS MADNESS TAG is No Longer It; Ripken, Feherty To Headline Dealers are driving to the hoop the strength of NSGA Conference; Adams Schutts Up; The soft goods and accessories, but many are also finding Formula 4 Media, LLC Concussion Discussion Continues big-ticket hard goods a way to score in 2015. PO Box 23-1318 Great Neck, NY 11023 Phone: 516-305-4710; Fax: 516-305-4712 18 PLAYING HARD BALL 56 ON GUARD www.formula4media.com The future of America’s Pastime is driven by core While they don’t – and should not – play a role in Formula4 Media Publications players, but dealers, vendors and organizations are the ongoing concussion discussion, mouthguards are Sports Insight looking for ways to increase participation by getting rapidly becoming a vital part of a player’s protective Outdoor Insight Footwear Insight more casual players in the lineup. gear. Opportunities abound beyond the traditional Team Insight contact sports. Textile Insight Running Insight 28 CAP ATTACK Trend Insight The headwear market is all about customization as 62 SO, HOW DID WE DO? In the January 2014 issue of Team insight we Team Insight ©2015 is a trademark of vendors ramp up their designs for 2015. The Team Formula4Media, LLC, Great Neck, New Insight Vendor Roundtable convenes to see what published an predictions article titled “4 For 2014 — York. All rights reserved. The opinions styles dealers can hang their hats on next season. Looking Back ... Looking Ahead.” Turns out, we were expressed by authors and contributors to much on target (insert pat on the back here). Team Insight are not necessarily those of TAG NOT IT the editors or publishers. Team Insight is Buying Group Exits HOOPS HEAVEN Basketball Finds Its Niche CUSTOM CAPS Headwear Gets Personal PERFORMANCE ANXIETY The Apparel Category Expands FORMULA4MEDIA Let’s take a . not responsible for unsolicited manuscripts, YEARS STRONG photographs or artwork. Articles appearing in Team Insight may not be reproduced 66 END ZONE in whole or in part without the express NYFC In Deal With ; BSN Buys Todd & Moore; permission of the publisher. Team Insight is published six times each GET MORE INSIGHT! Zamst and Curry Extend; Pro Feet Feted; Stahls’ year: January, March, May, July, September HARDBALL! Opens Location and November by Formula4Media, LLC.. facebook.com/teaminsight PO Box 23-1318, Great Neck, NY 11023 Subscriptions: one year, $24.00 insideinsightblog.com (U.S. Funds)in the . All other countries,$54.00 (U.S. Funds) teaminsight.com for surface mail. BASEBALL IS WORKING TO RETAIN ITS POSITION AS AMERICA’S PASTIME

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4 TEAM INSIGHT • JANUARY 2015 TEAMINSIGHTMAG.COM

EDITOR’S PAGE » MICHAEL JACOBSEN Thanks for allowing me to stay in the game. I “ would be falling apart if it weren’t for you guys.

An editor serves as a walking test market for team products. THIS STUFF REALLY WORKS

The editor (second from right) led the Red Team to a Santa felt bad for her nonetheless. Bowl victory, thanks to some key sports medicine products. s)GETAKICKOUTOFTHEEIGHT YEAR OLD!!5SU- perstar who wears a shooting sleeve. I asked ing ground for many of the products we write him why and he said because it looks cool. about every issue. As is usually the case, we But he and his teammates also wear protec- were all decked out in the latest gear — from tive shirts under their uniforms and that high-tech football gloves to all-surface cleats to makes more sense. more than a few layers of . s)HAVEBEENTOLDMYWHISTLEISREALLYLOUD Let me tell you, this stuff does work. I That’s a good thing. know because I had it all … plus a few more s5NIFORMS ESPECIALLYINNON HIGHSCHOOL braces and pads. I am a great advertisement sports where the design is less regulated, for team because in addi- are looking good. I am seeing a lot more tion to the once-a-year old-timers’ football sublimated uniforms that allow teams to game, I officiate soccer and basketball here in push the envelope on their looks. I am the Northeast. From that vantage point, I of- even told our referee shirts will be subli- fer the following observations (brand names mated starting with the 2016 season. intentionally left out). s7HOWOULDHAVEEVERTHOUGHTHEHOTTEST s%VERYSOCCERSEASON)HAVEBEENHAMPERED piece of gear would be socks? Yet technology by a chronic strained hamstring. So this year and fashion have made this once-lowly piece I called in a favor from one of our advertis- of apparel the go-to style statement among I wake up every day thankful for the team ers and grabbed a pair of compression shorts today’s young athletes. Go figure. sports business, and not just because I have designed to alleviate stress on the hamstrings Walking around the bustling Sports, Inc. a great job as the editor of its leading trade and support the muscles around the hip. The Buying Show in Las Vegas in late November magazine. No, I mostly thank it because it result: No hammy problems this season. I saw all of this equipment and apparel on keeps me in one piece. s0OUNDINGONARTIlCIALTURFANDBASKETBALL display and felt good about our industry as we Let me explain. Recently I played in our hardcourts takes a toll on the ankles and into 2015. We make products that work 33rd annual Santa Bowl flag football game. Achilles tendons, so part of my uniform now and are important to the physical well-being You know it — a bunch of high school bud- includes an ankle brace and Achilles support. not only of America’s youths but of aging ath- dies get together, try to rekindle old athletic I am not exaggerating when I say I could not letes such as myself who want to remain active. memories (actually our kids do more of the step on the court without it. So thanks to our industry for allowing me to playing these days) and then we go eat a big s!LOTMOREKIDSINTHEhNON CONTACTv stay in the game this year. I would be falling sandwich, quaff some beverages and watch sports of soccer and basketball are wearing apart if it weren’t for you guys. O some real football on TV. mouthguards. But not enough of them. In addition to being a great way for me to get Just ask the poor high school girl who left together with old friends, the frozen tundra in the field one game holding two teeth in her northern New Jersey serves as a real-life prov- hand. Yes, I called the elbowing foul, but I

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TEAM » TRENDS TAG IS NO LONGER IT With the surprising announcement that it would no longer operate as a team sports buying group – opting, instead, to switch its business model to making and selling its branded products – Team Athletic Goods gave in to the realities of the team business in the 21st Century. By Michael Jacobsen

Purchased by current owner and not a buying group. This will TAG will be using our current Based on the Philip Rosati, Sr., in 2009, also give us a much bigger cover- distributors and adding distribu- TAG’s future now rests with its age of the country as compared tors who fit our model in areas changes in extensive line of TAG branded to our current dealer locations. that need coverage. products — football shoulder the industry pads, girdles, practice pants, So why now? Do you plan to sell direct to schools and the pants and girdles, protective TAG has been looking into and institutions? gear, catcher’s gear, inflatables, this for a few years and wanted TAG will not be selling direct. direction of rubber goods, and to make sure this would work We want to grow the business , and baseball and for our current customers in the and at the same time not take groups as a softball clothing. It has been right way. away sales from our current sup- selling these products through its porting distributors. whole, our dealer members since the 1980s What prompted the decision? buying group and the decision to focus solely TAG wanted to make sure we Is TAG now a direct competitor to on them rather than continue had everything in place with our other team sports brands such as philosophy to operate as a buying group new distribution facility so we Schutt and , the uniform was made, according to VP-sales could provide a seamless transi- companies and others? wasn’t Philip Rosati, Jr., because TAG tion and still provide the best TAG has competing products, had reached a crucial point in its service for our distributors. With but our lines are very different. appealing existence. TAG’s commitment to player TAG has always believed that and we “While we’ve stayed safety we felt that we needed to there is room for these other ven- competitive as a buying group, expand our focus to more dis- dors in the marketplace. It has decided that we’re currently at a crossroads,” tributors. worked for 35 years without any- says Rosati, Jr. “Our primary goal one going out of business. we needed to is to provide the best possible What exactly does that mean that TAG service for our clients and to is now a “brand” instead of a buying Are uniforms a part of the TAG brand refocus our support the team dealer network, group? going forward? direction to regardless of their buying group It now means we can offer our TAG will continue to grow our affiliation. We no longer need products to a much wider popula- uniform line with the help of our continue to be to position ourselves as a buying tion. We will focus on our prod- distributors that have made it a group to offer exceptional pricing uct line and programs that will be success. successful. on high-quality products.” beneficial for our distributors and The management team at TAG alike. What happened to the TAG Team TAG now consists of Rosati, Jr., Uniforms business? Tim Loudermilk and Darcy How do you plan to take the TAG- TAG had a license agreement nd then there were three. Kinder. Team Insight asked them branded product to market? What for many successful years under Team Athletic Goods, to explain in their own words sales reps do you have or do you plan the TAG Team Uniforms label. founded in 1970 and for the reasoning for the move and to hire? Internal or independent? TAG currently has an agreement Ayears the most forward- what the team business can thinking and solid organization expect from the TAG brand going that boasted some of the biggest forward. A PREDICTION COMES TRUE dealers in the business as members, announced late last The first question that comes to mind Team Insight senior writer Tim Sitek year in a simply worded press is simple: Why stop becoming a buy- was right on the mark more than release that it “will not continue ing group? a yeag ago when, in an article on to function as a buying group as TAG: Based on the changes in industry trends in our January 2014 of January 1, 2015.” the industry and the direction issue, he questioned whether TAG Just like that, the number of groups as a whole, our buying could survive the recent defection of buying groups was reduced group philosophy wasn’t appeal- of seven of its members to rival to three – Sports, Inc., the ing and we decided that we Sports, Inc. buying group. Sitek undisputed leader based in needed to refocus our direction asked, prophetically, whether TAG Lewistown, MT; member-owned to continue to be successful. TAG would “be able to continue in its Athletic Dealers of America, has become a major brand and current form” as a buying group. A Melbourne, FL; and Nation’s Best we feel we can service our current year later, that prophesy came true. Sports, headquartered in Fort customers and new customers Worth, TX. in a better way by being a brand

8 TEAM INSIGHT • JANUARY 2015 TEAMINSIGHTMAG.COM DURABILITY STARTS WITH

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with another company making informed? Is there any agreement with any of all our distributors across the custom uniforms for us under There have been mixed the buying groups for former TAG United States and Canada along our label. reviews, but overall very posi- members to join them? with our distributors in Europe tive about the new management There is no agreement; each and Asia. What requirements will you have for team and the direction we plan dealer has the ability to choose team dealers, such as volume or pro- to move forward in. The existing what buying group will be the What are your thoughts on the tected territories? TAG distributors were informed best fit for their business. current state of the team buying We will have customizable of this at our November 10 TAG groups and their role in the future? programs for distributors to fit meeting in Nashville. Were there any discussions with There are very attractive both the distributors’ needs and the other three buying groups about buying groups out there with TAG needs. TAG will still honor Is there any incentive to TAG dealers merging? a solid business plan. With the protected territories in areas and to continue buying TAG products? There were general discussions sign-on bonuses and rebates for new distributors. We will Yes, they continue to get a between TAG, NBS and ADA that they offer, the dealers are not water down the market with quality product at a great price buying groups several years ago, in capable hands and they in thousands of distributors. We along with protected territories. but nothing that was beneficial return feel hard pressed to stay would like to see our distributors for any group. with them. be able to continue to sell our Is the plan for the remaining TAG products and make a healthy dealers going to join other buying What are the details on your DC in Will we see TAG as an exhibitor at a margin. We feel our quality and groups? Tennessee? Sports, Inc., NBS or ADA show? price points are second to none. It will be the decision for each TAG has a 35,000-square-foot We don’t know what the dealer to make. They will need distribution center in LaVergne, future holds yet in this , What was the reaction of your mem- to make the best decision for TN, 15 minutes outside of but are open to listening to any bers to this and when were they their businesses. Nashville. This facility services proposals. O

ASSOCIATION NEWS

SFIA ‘CORE’ PLAYERS FUEL GROWTH Feherty’s combination of candor, charisma and Several team sports, including basketball, tackle comedic timing made him a natural for success football and soccer have seen a shift towards in the broadcast booth and as an author after his greater core participation over the past six years, retirement as a professional golfer. while casual participation has faded, according Also at the conference, looking to provide a to the latest U.S. Trends in Team Sports Report forum for the innovative companies utilizing published by the Sports & Fitness Industry technology to develop the next generation of Association (SFIA). sporting goods, the NSGA’s inaugural NSGA Basketball has seen its core participation Innovations Arena will be held in conjunction composition increase 3.1 percent since 2008, with with the conference sessions. The idea is to give casual decreasing 6.7 percent. Football (tackle, a new company, or an existing company with touch, and flag) had an average core growth of a new product, exposure to some of the top 8.7 percent while experiencing a 7.6 percent executives in the business. decrease in casual play. Soccer’s core composition The NSGA Innovations Arena will be broken rose 5.8 percent with casual participation into two sections. shrinking five percent. s4HE.EW0RODUCTS3ECTIONWILLHIGHLIGHTCOMPA- Cal Ripken (top) and David Pick-up play mainstays like basketball (+3.3 nies that supply or manufacture sporting goods, Feherty will be the featured percent in league play) have undergone a trend nutritional supplements, accessories, athletic ap- speakers at the NSGA towards league- and school-affiliated play. League parel or team licensed products. Preference will Management Conference in May. participation also increased for other popular be given to companies that have limited or no sports from 2008-2013, including soccer (+2.3 distribution and don’t have products in any top percent), court volleyball (+4.1 percent) and 50 sporting goods stores. touch football (+37.4 percent), signaling the s4HE.EW2ETAIL4ECHNOLOGY3ECTIONISOPENTOCOM- emergence of the league-based recreational core panies that supply retail technology. Key criteria athlete over the past six years. include the potential to increase sales and save money, the cost to implement and if the technol- RIPKEN, FEHERTY TO HEADLINE NSGA CONFERENCE ogy represents a new way of doing business. Baseball Hall of Famer Cal Ripken Jr., will The selected companies will display their be the featured speaker at the 51st Annual products in the NSGA Innovations Arena during Management Conference & 17th Annual Team the first two days of the Conference. Dealer Summit in Austin, TX, May 3-6, 2015. Another highlight of the conference will be the He will be joined by television personality 60th Annual Sporting Goods Industry Hall of Fame David Feherty. Dinner and Induction Ceremony. Bill Jackson, Ripken will share his inspirational stories of of Bill Jackson’s Shop for Adventure, and David leadership, commitment and excellence from Beckerman, of , make up the Class of 2015. O his Hall of Fame career, and how these keys to success apply to the business world. For more details: www.nsga.org/conference.

10 TEAM INSIGHT • JANUARY 2015 TEAMINSIGHTMAG.COM THE NEW A400. WE JUST REINVENTED THE TECHNOLOGY WE INVENTED.

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You’re welcome. dealers.us@.net 1-800-99-SKINS Customer Service: 760-203-3630 TEAM » TRENDS ADAMS SCHUTTS UP The iconic Adams brand lives on following the company’s purchase by . By Tim Sitek

chutt Sports extended its It’s a complementary and Adams expands and enhances reach in the team sporting product line to add the relationship with team dealers. goods market late last “I personally believe in the team to our stable and Syear when it purchased dealer and I’m always astonished additional assets of Adams USA. there’s not a lot of that they aren’t doing better,” Based in Litchfield, IL, Schutt had overlap. I believe in he says. “I’m puzzled by the bought the Adams USA football these assets.” consolidation, especially since the helmet and faceguard assets in the team dealer’s principal business is summer of 2011 and now it owns ROBERT ERB serving the local community. We SCHUTT SPORTS a wealth of other Adams brands, know that much of that has to do including Trace (knee pads and with the graying of the business. shinguards), Neumann (gloves), Not too many dealers see their Bolco (bases) and Bucks Belts. The family members stepping in.” acquisition included trademarks But he firmly believes that and intellectual property but suppliers can play a major role in not its manufacturing site sustaining and supporting team (see related story on Adams’ dealers. “The team dealer wants liquidation strategy). to deal with people that they can The latest acquisition gives rely on to deliver what they need, Schutt Sports some new lines when they need it and at fair and to further its presence in the reasonable pricing,” Erb adds. team dealer market, Robert Erb, “If you need a hundred purple president and CEO, tells Team socks, you don’t care about the Insight. “It’s a complementary business model. You want them product line to add to our stable when you need them at a fair and there’s not a lot of overlap. price and at a margin you can Adams has a deep and rich keep the doors open. Those are tradition of product development. the promises that we make to We will supply a more robust line. of its commitment to growing the business model and the team dealers.” I believe in these assets,” Erb says. its business both organically and consolidation in the business To do that, Erb wants to Already well-entrenched in through additional investments. caught them off guard. Their further utilize Schutt’s three U.S. football protective gear and the As for Adams and its product reason for existing hasn’t change,” manufacturing facilities to make baseball/softball market, including lines, Erb believes the company Erb says. “They just didn’t have as many of the Adams products as its position as the official base simply needs some financial the financial wherewithal.” feasible. The acquisition did not supplier to Major League baseball, firepower to maintain its That changes with the support include the 200,000-square-foot Schutt sees the acquisition as part legacy. “There was a shifting of of Platinum Equity, a mergers manufacturing facility of Adams and acquisition firm that bought in Cookeville, TN. “My personal goal is to LOOKING FOR A BARGAIN? Schutts’ assets out of bankruptcy in December 2010. Erb wants manufacture everything in the to revitalize the Adams line-up United States. If we can bend THERE WAS A LOT OF ADAMS INVENTORY inventory located at the facility.” by dusting off what works and the metal and make the plastic, out there at bargain prices late last year, Besides the warehouse sale, scores of finding products to benefit both. that’s what we prefer to do since Schutt’s acquisition did not include products from the Adams line could be To do so, Schutt and Adams here,” he notes. all of Adams’ inventory or its manufacturing found on eBay. will operate as separate divisions. “We are a U.S. manufacturer facility. Schutt had nothing to do with the Liquid Assets also posted a complete list Industry veteran John Bartlett and every product we can make liquidation sale. of available inventory on its website from the here helps. If I can keep our Instead, Adams retained Liquid Asset $10 million factory liquidation. Hundreds will oversee the operations of the Partners to operate an inventory liquidation of items were found on an Excel spread Adams line, including its sales factory floors going year-round, sale. In making the announcement in sheet, ranging from backboard bumpers to force, and reports to Erb. Plans it’s good for everyone. It ensures early November, Bill Melvin, CEO of Liquid mesh bags, belts to bases, girdles to gloves, call for maintaining the existing our flexibility to deliver products Assets, said, “The liquidation does create an facemasks to chinstraps, sales forces for both divisions. when we need them,” Erb adds. opportunity for schools, parents and sports to shorts. According to a customer service “The Adams reps continue to sell Schutt certainly isn’t standing retailers to save on gear for the upcoming representative, the sale was to run through those brands and our Schutt reps still with this latest investment, year, especially since the discounts will December 2014. Discounts were posted on continue to sell Schutt. If there’s either. The company has stated be taken off dealer price and continue to the site based on the purchase price: any overlap, we will divide up that it will continue to look for increase until everything is sold.” snnPERCENTOFF accounts and territories.” opportunities. As to where it will Melvin called the Adams fire sale as snnPERCENTOFF Erb makes it very clear that the find those opportunities, Erb a “once-in-a-lifetime opportunity” where sn nPERCENTOFF dealer network remains at the simply states, “There’s nothing to “customers will have the opportunity to s!NYORDEROVER RECEIVED center of the company’s business talk about, but we are interested if purchase from a large sampling of the percent off or more. model. The combination of Schutt people are interested in selling.” O

12 TEAM INSIGHT • JANUARY 2015 TEAMINSIGHTMAG.COM

When I started playing soccer as a kid, no one talked to me about the risk of head TEAM » TRENDS injury. It simply was not an issue.” — Abby Wambach THE CONCUSSION DISCUSSION CONTINUES Developments in the world of team sports continue to focus on safety issues and, more specifically, the search for protective gear that limits the impact of concussions.

BAUER CHANGES HELMET CLAIMS

laiming that hockey equipment maker Bauer misled consumers about whether its RE-AKT helmets Cprovided enhanced protection from concussions, Canada’s federal Competition Bureau has forced the company to alter the marketing message around the helmets, making sure not to imply they offer heightened protection against rotational force. The bureau also ordered the company to donate $500,000 worth of equipment to charity and pay $40,000 to defray the cost of the Bureau’s investigation. Bauer says it’s all a misunderstanding that began because safety certifications governing hockey equipment haven’t yet caught up to the company’s science. “The Bureau takes representations to the public about performance claims that are not based on prior adequate and proper testing very seriously, particularly when they relate to the health and safety of CONSORTIUM FUNDING CONCUSSION RESEARCH consumers,” said Matthew Boswell, the Bureau’s senior deputy commissioner of eeking to advance traumatic injury. The winners smart materials to connect competition, in a statement announcing research into will also have the opportunity the head to the torso. the ruling. agreed to stop products to deal with to receive an additional $1 s%MORY5NIVERSITYANDTHE claiming its RE-AKT Sconcussions in team million to advance their work. Georgia Institute of Technol- protects players from concussions. sports, Head Health Challenge Among the winners: ogy developed a prototype In its own statement, Bauer said while II, a collaboration between s5NIVERSITYOF7ASHINGTON medical device that can the RE-AKT Helmet represented less than the NFL, GE and Under and its commercial part- screen and assess concus- five percent of its overall hockey helmet Armour, has handed out seven ner, Vicis, are developing a sions in near real-time. unit sales in Canada, it has devoted $500,000 grants to companies designed to s5#,!AND!RCHITECTED significant resources into researching, and research organizations mitigate the forces likely to Materials are developing an developing and testing its helmets and the focusing on the problem. cause concussion. energy-absorbing microlat- RE-AKT helmet meets all CSA and HECC More than 500 proposals s!RMY2ESEARCH,ABORATORY tice material for improved standards. from 19 countries were (ARL) created rate-depen- helmet performance. The Bureau, however, concluded that submitted to Head Health dent tethers that allow free s4HE5NIVERSITYOF-IAMI the testing commissioned and conducted Challenge II, which will motion at low speeds, but Miller School of Medicine by Bauer Hockey as a basis for certain award up to $8.5 million for provide high force resistance is developing an eye goggle performance claims did not meet the innovations and materials that during high-speed events. that gathers and measures standard of an “adequate and proper test,” can protect the brain from ARL proposes using these precise eye movements. O as required by Canada’s Competition Act. Importantly, the Bureau did not conclude that Bauer’s advertisements were WAMBACH ENDORSING HEAD IMPACT SENSOR false or misleading. The Bureau noted that Bauer fully cooperated with the Bureau’s ABBY WAMBACH, U.S. WOMEN’S NATIONAL TEAM STAR, has teamed with Triax Technologies to launch investigation. the SIM-P (Smart Impact Monitor) to support long-term player health and safety. The SIM-P headbands and “While we disagree with the Bureau’s skullcaps count and score each impact. Through monitoring, trainers can identify if a player is sustaining conclusions regarding the testing increased impacts and use the findings to evaluate the potential of head trauma. conducted by and on behalf of Bauer “When I started playing soccer as a kid, no one talked to me about the risk of head injury. It simply was not Hockey, we look forward to putting an issue. Back then, if you didn’t have a headache or feel nauseous, you’d convince yourself that you were fine,” this matter behind us and continuing says Wambach. “As we know more and continue to learn, I want today’s players to take steps to avoid head to provide our customers with the best injury so they are able to advance their game. This is what monitoring is all about.” products possible,” said Rich Wuerthele, Wambach will be engaging in a multi-year effort with a series of educational initiatives. O executive VP of Bauer Hockey. O

14 TEAM INSIGHT • JANUARY 2015 TEAMINSIGHTMAG.COM

TEAM SPORTS » BASEBALL PLAYING HARDBALL

The future of America’s s baseball players, managers, coaches and team dealers sharp- en their spikes and oil their mitts for Opening Day of the Pastime is driven 2015 season, baseball remains a sport with a checkered recent past and cloudy yet somewhat bright future. It is trending up by core players, but at the high school level, on the rise at the travel level and is stable, at best, at the local recreational/youth level. dealers, vendors and While those participation trends are somewhat positive, the overall participation trend in the sport of baseball in organizations are looking recent years indicates a steady decline. But there is a silver lin- for ways to increase ing — a high percentage of core players who are passionately dedicated to the game year-round. The question remains, participation by getting though, will that trend last and is it good for the future of the sport? While leaders in the baseball business – manufacturers, more casual players in retailers, and team dealers – agree that the large number of core participants helps keep the cash flowing, it’s vital for the the lineup. By Mike May long-term profitability and popularity of the sport that a sin-

18 TEAM INSIGHT • JANUARY 2015 A TEAMINSIGHTMAG.COM ALLESON The baseball jersey features 100 percent eXtreme Dura-Light mesh polyester in a two-button Henley with raglan shoulders and inset placket along with contrasting color curved side inserts and undersleeve. cere effort be made to re-introduce the game Valley Sports, Mesa, AZ. “Overall, I’d say less of baseball to more youngsters and to keep kids are playing baseball, but with the growth them engaged and connected to the game well of club/travel teams, more money is definitely into their teenage years. spent per player.” The most recent sports participation study He believes that overall sales will be strong, by the Sports & Fitness Industry Association but margins will continue to decline. “Beating (SFIA) indicates there are 13.3 million base- another company’s price is now the way of ball players in the U.S. The bad news is that doing business,” he says. overall participation in baseball is down 7.9 In Wyoming, there is no organized, sanc- percent from where it was in 2009 and there tioned high school baseball. Thankfully, youth are 14.5 percent fewer baseball players now baseball remains popular and sales are solid. than in 2008. “Baseball is not in the school system,” says The SFIA’s figures indicate that nearly 60 Kirk Nelson, retail manager of Bush-Wells percent of all baseball players are 24 or young- Sporting Goods in Casper, WY. “It should be, er. To break it down even further, 30 percent but it’s not. If we had baseball, it would give are ages 6-12; 16 percent are 13-17; 12 percent students another sport to play and another are 18-24; 16 percent are 25-34; 13 percent are athletic outlet to pursue.” 35-44; and 13 percent are older than 45. According to Nelson, baseball is still a part The sport retains its strong base of dedicated of his sales portfolio because of Little League, participants, as 68 percent of all baseball play- Babe Ruth and American Legion play. Nelson ers are classified as core participants — those says youngsters in his area start playing orga- playing more than 13 days a year. In 2013, nized baseball at age four and continue play- nine million of all players fit this “core” ing until age 14. After playing in local leagues description, but even that number is down 7.2 sanctioned by Little League and Babe Ruth, percent since 2009, and down 16.4 percent boys transition into American Legion Baseball. since 2008. “Legion baseball is big in Wyoming,” states The good news is that better, more expen- Nelson. “We sell these teams everything from sive equipment continues to drive the bot- uniforms to all types of equipment.” tom line of the business. According to SFIA’s Manufacturers Sales by Category Report (2014 The South Florida Story edition), wholesale sales of baseballs, bats, bat- In south Florida, the weather allows players ting gloves, gloves and mitts, and protective to stay on the diamond year round, especially gear in 2013 were $470 million, up slightly for travel baseball teams. from $462 million in 2006. “We sell everything baseball from head to sters, some of whom are hoping to play for toe, 12 months a year,” says Kevin Licata, Around the Horn the Red Sox one day. “Baseball is probably my manager of Medallion Team Sports, Jupiter, Dealers around the country are almost unan- number one sport,” says Bob Beniers, owner FL. “We sell helmets, batting gloves, bats, balls, imously optimistic about the state of their of Beacon Sporting Goods, Quincy, MA. uniforms, protective gear, hats, cleats, socks baseball business as pitchers and catchers get In West Virginia, baseball competes with and fielders’ gloves. And, I think the off-season set to report for the 2015 season. football for the top-selling sport with team for travel baseball lasts two or three weeks. “We think this will be a banner year (2015) dealers. There’s not much of an off-season in travel for baseball across America,” declares Adam “Baseball is right up there with football for baseball in south Florida.” Blumenfeld, CEO of BSN Sports, Farmers me,” says Larry Foster, owner of Spartan The one aspect of baseball in one section Branch, TX. Sporting Goods, Beckley, WV. “In our area, of south Florida that is experiencing a slight There’s good news to report in the youth leagues, such as Little League, are decline is the local recreational league. In a Midwest. Baseball remains healthy and, at strong. High school baseball is big and travel nutshell, everybody who could play baseball times, vibrant. baseball keeps growing.” and who used to play baseball in south Florida “Baseball is one of the top two sports In Kentucky, the combined baseball/softball is not 100 percent committed to baseball. for us,” says Cheryl McLagan, manager of category is number one in sales for Duke’s “Our local spring recreation league will have Black’s Sporting Goods, Alton, IL. “We sell Sporting Goods, located in Elizabethtown, KY. 60 to 80 teams,” predicts Licata. “As recently to local recreation leagues, schools, travel “Baseball/softball is my biggest and busiest sea- as five years ago, we had more than 90 teams. ball and American Legion. We sell the whole son. It’s the best time of the year,” says owner Young athletes are starting to play ball of wax.” Dale Keith, who sells high school baseball, instead of playing baseball.” “Baseball is big here in Topeka,” echoes Ron travel ball, local city leagues and some small Miller, owner of The Team Sporting Goods, colleges in the area. Online and On Base Topeka, KS. He says that half of its baseball In the desert southwest, baseball is experi- Black’s Sporting Goods’ McLagan admits business is to local recreation leagues and the encing a makeover, so to speak. that while her sales to travel teams have been other 50 percent is split between travel teams “In our area, participation in Little League on the rise, these travel teams don’t always and high school teams. has decreased substantially the last several have an allegiance to a local team dealer. For In the greater Boston area, baseball remains years; however, club/travel ball continues to them price rules. a passionate athletic pursuit for many young- grow,” says Dennis Callison, owner of East “We are battling the Internet,” states

TEAMINSIGHTMAG.COM JANUARY 2015 • TEAM INSIGHT 19 TEAM SPORTS » BASEBALL

McLagan. “We are always checking Goods in southern Illinois. Generally Louisville Slugger turns prices online. If a team brings in a speaking, McLagan says that high PLAYING IN deal that appears online, we try to school baseball teams will get new to grassroots efforts to meet it.” She admits that her business uniforms every four years, unless a grow the game does not have an Internet presence booster club gets involved to raise PEORIA and does not build electronic stores money to buy another set. for its customers. Miller says team dealers can make Miller echoes McLagan’s issues with money by selling the many acces- Internet deals. “There always seems to sories that teams are using these days and fast-pitch softball players and be a better deal online,” admits Miller. such as pitching machines, catch nets, their families will be coming here “That’s especially the case with bats, safety balls, whiffle balls and bats, and every year,” continues Schlegel. which are the most researched prod- other generic training tools. “That provides Louisville Slugger uct in baseball.” “Every we sell is to the opportunity to promote the “The Internet is probably our big- an individual,” says Miller. “A team games we love, as well as our gest competition,” agrees Foster. may buy 13 helmets, but each helmet brand and products, to core base- “It’s so easy to sit at home on the is for a specific player on the team.” ball and softball consumers in a computer and check all the prices. very large way.” We keep our high school business The Creative Game While the Louisville Slugger because we have four salesmen on It appears that teams, especially at Sports Complex is expected to the road making personal visits to the high school level, are getting more draw a majority of participants the schools. And our store is capable creative with their uniforms. from the 23 million people who of handing the orders of 30 to 40 “They seem fascinated with sup- live within 300 miles of Peoria, youth baseball teams. We keep the porting our military by purchasing this facility is expected to also business because we always get their camouflage-style jerseys and caps,” attract interest and participants order delivered on time.” reveals Hopkins. “They are also more from across North America. The socially conscious by acknowledging United States Specialty Sports THE KEY IS BASEBALL and recognizing autism, breast cancer Association (USSSA) has agreed IS A SAFE SPORT awareness, Wounded Warriors and to make Peoria its Midwest base- AND PROVIDES THE other such worthy initiatives.” ball tournament hub. OPPORTUNITY FOR THE Hopkins acknowledges that this The Louisville Slugger Sports YOUNG PLAYERS TO creativity with uniforms is resulting in Complex is expected to host purchases of home and away caps and more than 11,000 competitive ACHIEVE AND GROW. uniforms, in some cases. games a year. The experience for For the most part, team dealers ast fall, groundbreaking players and families will include “I wouldn’t say we try to compete agree with Hopkins. The one big efforts began on the a big-league atmosphere with against brick-and-mortar retail- influence on the uniform business is construction of a baseball major-league walk-out-style dug- ers or Internet outlets,” says BSN’s sublimation. L and softball complex that outs, bullpens, lights, electronic Blumenfeld. “We simply try to bet- “We get our fair share of the local will give players the chance to scoreboards and public address ter serve our customers through the uniform business, but team designs play the game 12 months a year. systems. Opening ceremonies will multiple tentacles our family of assets keep changing through sublimation,” And the complex is far from the be second-to-none, with a brilliant brings to bear on the marketplace.” says Miller. Sun Belt. It’s in Peoria, IL, of all laser show and video welcome Medallion Team Sports has taken Sublimation has taken hold in West places. And, this complex has that will be played on the ceiling the philosophy of if you can’t beat Virginia, too. “The uniform business the backing of one of the most of the dome. ’em, join ’em. Licata says his store is changing with sublimated jerseys,” prestigious brands in diamond Louisville Slugger’s branding is building a website that will allow notes Foster. “The players really like sports — Louisville Slugger. and merchandise will be promi- customers to buy baseball (and other the new look for jerseys. Sublimation Dubbed the Louisville Slugger nent throughout the facility. The sports) product online. is one of the biggest areas of change Sports Complex, this facility is company will create a Youth Hall Beniers says that he sells baseball in the baseball business in the last scheduled to open no later than of Fame section on its website gear through the Internet, which year or so.” this summer. where every participant will be complements his brick-and-mortar Licata agrees that sublimation is “We’ve all been anticipating this featured and every player in presence. “My daughter runs that part in big demand in south Florida, but day since our very first meeting Louisville Slugger Hall of Fame of the business,” reveals Beniers. “It’s another key profit center in baseball with the Peoria team last year,” events will receive a personal- big business.” is the trophy and awards business. says Kyle Schlegel, Louisville ized Louisville Slugger bat as a “Most customers still prefer to shop “Awards keep us busy 365 days a Slugger’s VP-marketing. “A tre- keepsake. The partnership agree- local, but most also have the Internet year,” says Licata. “It is roughly 25 mendous amount of planning ment with developers provides price in their back pocket and aren’t percent of our business.” and effort has gone into getting to Louisville Slugger with naming shy to tell us where we need to be In some cases, team dealers only this point. The Louisville Slugger rights, use of the facility for spe- on price to get their business,” says make money at the tail end of a uni- Sports Complex in Peoria is not CIALMARKETINGEVENTSnSUCHAS Callison. “Online companies set the form purchase, only being asked to just a dream anymore.” showcases and product demon- price bar really low, compounded by put team names, player names and The Louisville Slugger Sports STRATIONSnANDPRODUCTMERCHAN- the fact that most do not collect sales numbers on jerseys. Complex will have 10 outdoor dising. The complex will house a tax, thus necessitating that we be an “More customers than ever bring all-synthetic-turf youth base- satellite of the Louisville Slugger extra seven to eight percent less.” in their own jerseys and or caps and ball and softball fields plus a Museum as well as a Louisville From a dollars and cents perspec- just have us decorate them,” states 125,000-square-foot dome offer- Slugger store with baseball and tive, sales of hard goods (helmets, Callison. “A typical club/travel team ing year-round play, softball products, branded apparel protective gear, baseballs and bats) buys at least two sets of game jerseys “A quarter-of-a-million baseball and other items. O are steady sellers for Black’s Sporting and a set of practice shirts as well as

20 TEAM INSIGHT • JANUARY 2015

TEAM SPORTS » BASEBALL

pants, caps, socks, hoods, balls and at Rawlings Sporting Goods, St. with promotional materials and do care about the product details parents’ shirts.” Louis, MO. “As we all know, a con- marketing support. and specifics. They’re searching for There are many ways for deal- sumer cannot try out a product by “We’ve learned the most suc- that type of information on the ers to work with their vendors to visiting a website, so our advice for cessful team dealers are those that Internet and, often times, go to help grow the game through better the dealer is to provide them with are able to comfortably speak to the team dealer location to try it product and awareness. a unique, interactive experience to the technology of each product on, test it out and see it in person. “Several of our team dealers have test drive their gear, so to speak.” and explain its performance ben- It’s imperative that dealers capture experienced positive results with Naber urges dealers to lean on efits versus relying solely on the the sale at the point of purchase product demo days,” says Lindsey their manufacturers to help create brand to sell itself,” Naber adds. by providing the type of data those Naber, senior marketing manager buzz around these types of events “Those buying the products really elite baseball players are seeking.”

Participation Challenges The bright spot in baseball remains at the high school level, where the game is more than just holding its own. “High school baseball is on the rise in terms of participa- tion,” says Elliot Hopkins of the National Federation of State High School Associations, based in Indianapolis, IN. In fact, the sport has experienced 25 years of increased participation. “We are very encouraged with this increase in the sport and we have not touched the ceiling yet,” he says. At the younger age groups, inter- est in baseball remains high, but there is room for more players and teams in local recreation leagues, according to the main governing bodies of youth baseball. “Little League’s participation has been relatively stable over the past five years at approximately 2.4 mil- lion boys and girls playing baseball and softball in more than 80 coun- tries,” says Patrick Wilson, senior VP-operations and development at Little League International, based in Williamsport, PA. However, he points out, “the numbers are slightly lower from our peak in the late 1990s/early 2000s.” “PONY Baseball and Softball had a registration increase in 2014,” reveals Abe Key, presi- dent/CEO of PONY Baseball and Softball, Washington, PA. “Most of the increase came from our younger programs — 12-and- under and girls softball.” “AABC participation has leveled off for the past three years, with slight increases each year,” says Richard Neely, executive direc- tor of the American Amateur Baseball Congress, Farmington, NM, who says the decline in participation has been stopped. “Right now, we are about 60 per- cent from our peak. The main change in baseball today is with

TEAMINSIGHTMAG.COM

APPAREL » HEADWEAR

TEAM INSIGHT ROUNDTABLE CAPATTACK The team headwear market is all about customization as the major vendors ramp up their designs for 2015. The Team Insight Vendor Roundtable convenes to see what styles dealers can hang their hats on next season. By Michael Jacobsen

Is the cap business all about the cap itself and in the decoration method and AT THE TABLE customization in 2015? how that is applied to the cap. If you have the means to accomplish both, you’re able meet the LeeAnn Kim Don DeZarn Joe Rubertino: It depends on the market needs of today’s more particular teams. Marketing Associate, President, Pacific you are servicing. The serious baseball player Flexfit, Brea, CA Headwear, Eugene, OR demands a custom made cap — in the colors Nick Stubbs: Yes the cap business is all about they want with their own custom logo. The quality customization with 3D embroidery. Chad Kennedy Ken Rood recreational baseball or softball player will National Sales Manager, Director of Team Sales, The Game, Phenix City, AL Pukka, Findlay, OH accept an in-line/stock cap, with either stock LeeAnn Kim: Customization has always been or custom lettering and logos. For boosters desired. I mean, who doesn’t want to be able Nick Stubbs Steve Alford or special event headwear, most headwear to have a personalized cap that appeals to their Owner, Headgear Cap, VP-Sales-Team, companies offer a wide assortment of casual, sense of style. Consumers are willing to pay Stillwater, OK Richardson Cap, trendy styles in lots of different colorways. more for a product that is unique to them. Springfield, OR However, suppliers must consider their margins Joe Rubertino Steve Alford: Yes, customization continues and sales. Too much customization will lead to Team Sports Sales Larry D’Amato to drive sales. But customization can be lower efficiencies and, ultimately, higher costs Manager, President/CEO, Team Star accomplished in two ways — customization of and lead times. For the most part, teams will OC Sports, Bentonville, AR Classic, Tualatin, OR

28 TEAM INSIGHT • JANUARY 2015 TEAMINSIGHTMAG.COM

APPAREL » HEADWEAR Clockwise from top left: The MWS1025D digital camo ProFlex cap from OC Sports features a flat visor and structured crown. The MWB-100 from OC Sports is a reversible beanie in digital, team camo. OC Sports’ MWS-600 adjustable, digital camo cap features a black, flat visor that can be shaped to a curved visor if preferred. The 708F from Richardson Cap is a sublimated digital camo poly/spandex blend structured Pro crown and Pro-Stitched finish. The Digital Camo cap from The Game is a 100 percent Ripstop Cotton Fabric. Pacific Cap’s 108C offers a structured Pro crown with a Pro-Stitched finish.

customize their hats with their logo or team name and keep it quite simple and uniform across the board.

Don DeZarn: Customization options will certainly be a key driver in 2015. Being able to offer more retail types of headwear to our team dealers is a trend that will continue to grow.

Ken Rood: Customization is certainly important, but let’s not forget about the other key facets — service, samples, quality, delivery, flexibility, minimums and price. We feel each holds its own weight in the big picture.

Chad Kennedy: Everyone loves to be creative and you might as well get all the bang for your buck. When you are able to get a true custom cap for as little as 18 pieces and as quick as four to six weeks, you should take advantage of the opportunity.

How can team dealers take advantage of this to sell more caps at better margins?

Larry D’Amato: A team dealer must realize that each cap for a

APPAREL » HEADWEAR

high school, college and amateur team is a custom cap and made for that individual team and no one else in his community. The best advertising he has is when that coach gets a compliment on his cap. In return he will tell that person he purchased the cap from his local team dealer. So do not give it away as a throw-in on a uniform deal. Make your mark and your margins.Rood: Don’t be afraid to sell custom. Take advantage of the quality products and aggressive programs/promotions that are out there.

DeZarn: With retail caps setting the baselines prices around $25-30, the team dealer has opportunity to push margins a little higher by pushing pricing limits to their customers. Pushing for repeat orders is also a great way to improve margins on team caps. Choosing cap styles that can be re-ordered easily, delivered quickly and offer good retail looks increases the possibility for repeat team orders.

Kennedy: Definitely get in front of your coaches as early as possible. Most companies offer early ordering incentives with discounts and/or special terms. In addition to taking advantage of those incentives it ensures and on-time or early delivery. Clockwise from top left: Pukka’s custom sublimated five-panel cap features front raised embroidery. The PTS66 Custom Ultra This will allow the team dealer to get back in front from Richardson Cap has two seams of piping. Richardson Cap’s PTS45 Custom Ultra comes with two seams of piping and of the coach again and possible sell additional caps contrast stitching on the visor. Richardson’s PTS65 Custom Ultra with sandwich visor and contrast stitching. or other products.

Alford: Of course technical Kennedy: We are focusing on the a consumer group that is more Kennedy: It has been all about the performance fabrics still play a continued evolution of performance price sensitive and less concerned higher end products and fabrics. major role. Players today demand fabrics in headwear. Also, with sub- with quality, while there will be Caps, especially in baseball, are the performance in all areas of the limation being so important in uni- those who care about better quality most important part of the uniform uniform and headwear is no forms it makes sense that headwear and are willing to pay a premium. to a lot of coaches. They take great exception. Different techniques in makes that evolution. There’s money to be made for both pride in the cap they wear and decoration and application are just Rood: The obvious answer is subli- groups and it all depends on who expect top end products. With that as important. Today’s player wants mation, while lightweight and per- the end consumer is and what they being said, some budgets are tighter to not only play well, but look good formance fabrics are still among the are looking for. than others and you need to have doing it. How the cap looks and fits leaders. Bright florescent colors and some price point products that can has become a critical part of their sun protection are also on the rise. Alford: Both. It all comes down reach any customer. uniform. to how much money each Is there still a market for lower organization has to spend. Booster Rubertino: In recreational baseball/ DeZarn: Technical advances end caps and is there money to clubs can use a less expensive cap softball, non-bid situations, you have allowed us more options be made there still, or is the cap for fundraising. can make decent margins. You also in sublimation, appliqué and business all about the higher end have the opportunity to increase embroidery. The headwear industry product? D’Amato: Low-end caps are usually margins by adding embroidery to continues to be moving away from being used for corporate accounts the sides or back of caps. traditional fabrics to performance Rood: Lower end, no. Lower price, as giveaways to perspective clients. fabrics as well. yes. Although some teams have the We are finding that this is slowly What advice would you give to money to spend, many don’t. It’s going away and now customers team dealers looking to make Stubbs: The technical advance that important for the dealer to know are looking to give away a higher better margins and more money seems to help us service the team their options for all product ranges, end cap to their special customers. selling caps? dealer is the use of art programs and volume price breaks and delivery A high-quality cap given away digitizing programs. It is imperative cost savings. to a future client makes a big Alford: Know the product and to embrace technology to grow impression. services you’re selling. Confidence your business. Kim: There’s always going to be inspires sales and adds value to the

#WEARTHEBEST

www.richardsoncap.com APPAREL » HEADWEAR

whole experience. Pick a manufacturer that hangs their hat, no pun intended, on quality, service and on-time delivery.

D’Amato: Do not give that cap away as thrown in to secure a uniform deal. Sell a high-quality baseball cap with a quality uniform order. Your best advertising and referral is the cap that player or adult wears. Kim: We suggest keeping their caps simple and easy so that they will appeal to a bigger consumer group versus very customized options. The less SKUs and options they carry, they’ll make better margins and more money. They should also be aware of what their consumer base is looking for, whether it is more color options, quality, price, etc.

Kennedy: Definitely get in front of your coaches as early as possible. Most companies offer early ordering incentives with discounts and/or special terms. In addition to taking advantage of those incentives, this ensures an on-time or early delivery. This will allow the team dealer to get back in front of the coach again and possibly sell him additional caps.

Rubertino: Position yourself and your company as the headwear experts. Know your headwear vendors’ different styles, fabrics, fit and custom options, as well as delivery times. Customers The 476F from Pacific Headwear features F3 performance fabric with a structured will pay more if they perceive you to be an expert or the go-to guy. Pro crown and Pro-Stitched finish in a universal fit. And service the heck out of them, because in the end it all comes down to service.

WHAT’S TRENDING? Rood: The best advice we could give is to truly know from the start of the project what your all-in cost is going to be. I’m speaking of the What are kids asking for in caps in terms of product, stitch count, color, and freight. Know your cost upfront and fashion, colors, technology, etc.? be confident about it. Stubbs: Better margins and larger sales tickets are achieved by giving Rubertino: Flat brim, stretch back, D’Amato: Flat visors are still popular, multi-colored crown panels continue to along with visor embroidery, plastic package deals. Coaches seem to like that a lot. trend up. Digital camo remains strong snap-back caps. Our customers are as do the neons — green, blue, yel- asking for and ordering mid crowns Finally, in what direction is the cap business heading in 2015 low and orange. Graphite is holding its instead of the traditional high crown and beyond? own as a secondary color option. caps and we are seeing a less demand for low crown caps this past season. Alford: We see lightweight, performance fabrics as well as new, DeZarn: Neon colors, digital camo, Camo colors and bright prints and cool decoration techniques continuing to lead the category. Also flat visor and trucker mesh are all neon greens have become very popu- we see the trend for our full crown, Pros model shape baseball caps items that we seem to get a lot of lar. The fabric mills are manufacturing continuing to grow. On-time delivery will also drive the player to requests for. colors that are more vivid and have the “Wear the Best,” as we say here. ability to match the new PMS colors Rood: Flat billed caps, bright colors, that consumers are demanding. Stubbs: We are expanding our stock inventory for rapid response. — digital and army camo seem to be a trend right now. Kennedy: Performance fabrics are it is all about in-stock and rapid response. still our number one demand when Stubbs: Kids seem to be returning to it comes to technology, comfort and DeZarn: Customers are going to have more choices than ever before traditional styles. We have noticed the fit. Trucker mesh in both adjustable as the industry continues to push the limits of customization and use of simple 3D embroidery more and stretch fit styles continue to be a styling. This provides a lot of opportunity to grow the headwear and more, opposed to the large huge trend. This of course is more of a business. embroideries that cover the entire fashion then on-field trend. As far as front of the cap. This parallels the colors, digital camo is still huge for us. Rood: Customization is the general direction. With strong trend in baseball uniforms going competition it’s critical for each of us to carve our niche deeper and back to a traditional cut in the base- Kim: It really depends on what market deeper and share our stories as loud and as often as possible. Service ball pant and the use of the tradi- you’re looking at, as each market has and people are the keys to maintaining and growing the custom cap tional baseball stirrup. different needs and wants with head- business. wear. Kids look for fashionable and Alford: Flat visors, full crown shape, trendy caps no matter what market the technical fabrics, customizable color hat is made for. We’re seeing the golf Kennedy: Customization will continue to be at the forefront, with combinations and, of course, the industry make a move towards devel- innovative new performance fabrics and new headwear applications. designs themselves are paramount. oping hats using shapes that are quite Today’s baseball hats are more of a popular in the fashion/street market. Kim: We may see some more technical changes in the coming future. statement about the player’s style, Hats are being made to fit into a life- This includes high-tech fabrics, but also different manufacturing their thirst for cool and what the style so that it can be worn no matter techniques — less construction/sewing, lighter fabrics, sweatbands team represents. what the occasion may be. O and visors. O

36 TEAM INSIGHT • JANUARY 2015 TEAMINSIGHTMAG.COM NEW FOR 2015!

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TEAM SPORTS » BASKETBALL HOOPS MADNESS hile it may not offer the high-ticket sales of protective gear in football or expensive bats and gloves in baseball, basketball’s popularity ensures that it remains firmly entrenched as a key business for team dealers. Call it the softer side of the team business, as in uniforms, shoes, shooter’s shirts, bags and more, which brings a healthy market to sell and service. Of course, inflatables are always a good seller even if margins are squeezed. W“It’s a strong sport, and it will continue to be strong,” says Cliff Schantz, owner of Red Rock Sporting Goods, a Miles City, MT-based dealer that calls on some 600 schools, youth leagues and AAU teams throughout Montana. Schantz does business with all levels, from youth clubs to middle school, from high schools to select teams. And that includes girls’ programs that keep getting stronger, Schantz adds. Across the country, Joshua Miller, VP-sales for Scholastic Sports Sales, Manlius, NY, says the Dealers are driving to the hoop on the basketball business keeps bouncing. Sales went strength of soft goods and accessories, but up slightly last year, which he calls a good show- ing in his market, primarily central and upstate many are also finding big-ticket hard goods New York. a way to score in 2015. By Tim Sitek A few years ago, budget cuts caused many New York state schools to require bids. Consequently, sales became tougher, Miller says. Now, the schools are receiving steady funding and budgets are keeping pace. That helps Scholastic Sports Sales since 70-75 percent of its bas- ketball business is driven by high schools. Its three roadmen hit the pavement hard, Miller notes, calling on nearly 1000 high schools, colleges, youth organizations and coaches. “It’s our strong suit,” he adds about the relationships fostered among its many accounts.

Equal Attention for Boys and Girls That includes making sure the boys’ and girls’ programs get equal attention, since business is nearly even between the two. “In the past, arts and music were much bigger with the women; now, sports are bigger for the girls,” Miller notes. While business is holding its own in basketball crazy Indiana, it hasn’t been easy, says Steve Hardy, owner of Em-Roe Sporting Goods, Indianapolis, IN. Nike has made life tough by courting Adidas: The miTeam Shocklite miCQ uniform is a many of the high school programs, Hardy says. He isn’t a Nike 100 percent polyester, fully sublimated uniform with embroidered team patches on the back neck dealer, but he couldn’t touch the favored pricing given to BSN of the jersey and right leg of the shorts. and Lids anyway. Instead, his five roadmen covering central

40 TEAM INSIGHT • JANUARY 2015 TEAMINSIGHTMAG.COM

simply don’t change much, they note.

Hard Goods Are Harder But that doesn’t mean they don’t sell backboards, systems, padding and more. It really depends on the level of competition for that business in their area. In fact, one team dealer does a big business in outfitting facilities. Take Scholastic Sports. “We don’t go out there with that as our focus,” Miller notes of the court hard goods. “The contractors are out there and doing the specs on the front side. They bid on everything from the sys- tems to the wood floors. We definite- ly go after the replacement business.” Oftentimes, the athletic direc- tor will discuss this with Scholastic

Sports’ roadmen and even let them BASKETBALL PILGRIMAGE know that booster clubs want to replace the backboards. That’s the main way Scholastic gets business for replacing backboards and other bas- ketball hard goods, Miller says. Em-Roe also does a little business ecently, Team Insight and will probably catch Hackman The middle of the court features in hard goods, Hardy says. Most of correspondent Mike barking out instructions to his the big gold H in a sea of maroon. that is for the padding around the May had a chance Hickory High School boys’ The foul lanes have modern backboards, which it buys custom to to visit one of the basketball team. “The movie is configurations, but back in the ensure that it meets the school’s or shrines of high school always being played here, from 1950s the paint was actually organization’s colors. “We will sell a basketball,R the Hoosier Gym in the moment we open every narrower. The backboards and replacement backboard every once in Knightstown, IN. This gym was day,” says Ed Ferguson, one of rims – made by Gared Sports – are a while,” Hardy adds. used in the filming of the 1986 six volunteer tour guides at the the same ones used in the movie. But Red Rock actively pursues the movie “Hoosiers” starring Gene Hoosier Gym. The only significant change to the business, Schantz says. More than 10 Hackman, Barbara Hersey and The experience of visiting the court is the addition of the three- years ago he noticed that Montana Dennis Hopper. Here’s an excerpt Hoosier Gym is surreal. You expect point lines on both ends. Those, of didn’t have a lot of contractors want- of May’s trip to a facility that was Coach Norman Dale (played by course, did not exist in the sport of ing to do the work. “There’s not a lot used for high school basketball Hackman) to appear with a whistle basketball at any level of play in the of new construction, so very few peo- games in Indiana from 1922 to telling you what to do and how hard 1950s. ple do it. A lot of the installers are out 1966. to do it. The gym looks the same If you want to play a game in the of town and the schools still prefer to For sports and movie fans as the day that filming finished in Hoosier Gym or conduct an official work with someone local. We just saw visiting Indianapolis, it’s 1985. practice for your team, it can be a need and filled it.” worth taking a short road trip “I think this place is wonderful,” rented for $30 an hour. It’s also Consequently, Red Rock does it all. to Indiana’s own version of says David Steele, another open for class reunions, birthday “We actually do from new construc- Hollywood. It’s called Knightstown volunteer guide. “I grew up here. parties, anniversary celebrations tion to remodel. We put in the whole and less than one hour’s drive The movie saved our gym.” Steele and other special events. unit from the rafters to the motors. It from Indianapolis you’ll see an played basketball at Knightstown And before leaving it is vital to really isn’t that bad. We lean on our exit for the historic Hoosier Gym, High School and is a member of “take some tradition home.” You suppliers. Bison and Porter stand by Indiana’s version of Iowa’s Field of the graduating class of 1963. can buy a number of items that their dealers. They are always there to Dreams. When you enter the small lobby, you can wear or use that will always help and answer questions. Park your car (for free) along your eyes wander to the many remind you of your basketball “I haven’t done any big solicit- the street, and then walk inside basketball trophies, treasures, pilgrimage — full-size and mini ing,” Schantz adds. “We have good the facility. There’s no admission plaques, pictures and memorabilia Hickory High School relationships with our schools. We charge to the Hoosier Gym. You affiliated with both Knightstown (from Baden Sports), T-shirts, make them aware that we can do this. will quickly realize that it’s the same High School and Hoosiers. One of sweatshirts, hoodies, plastic cups, Anything that’s built or remodeled gym used to produce the 1986 the first things that you will notice is writing pens, lapel pins, basketball then our supplier gives us a referral.” movie “Hoosiers,” ranked by Sports the scoreboard used in the movie, piggy bank, a DVD describing the But Schantz can’t rely on hard Illustrated and ESPN as one of the made by Fair Play Scoreboard. filming of Hoosiers, or a Hoosiers goods. While backboards and systems top five greatest sports movies. Another prominent item in the movie poster. If all of those items lead to some significant sales, it’s When you walk in the door of the lobby is the photo of the Hickory are too expensive for your budget, tough to overtake shoes, uniforms Hoosier Gym, you’ll hear the movie High School basketball team, along you can always buy a postcard. and basketballs. O being played in the background with its Wilson basketball. They are three for a dollar. O

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TEAM SPORTS » BASKETBALL ISSUES THE HARD WAY Two different takes – one from a team dealer and another from two leading vendors – on how to make money selling hardgoods.

1. BUILDING A NICHE overall sale worth the visit in terms Toth Sports is not your typical of an increased profit. team dealer. Based in Victor, NY, the business actually started in Where are the opportunities and how can 1959 as “Toth’s 3 Hour Laundry.” dealers capitalize on them? Eventually, schools started asking Whitmore: They can walk in any if Toth’s would consider cleaning gym in the country and there is and repairing their team uniforms. some opportunity to sell or replace a That also led to reconditioning backboard edge pad, rim, backboard of football helmets and shoulder and wall pads with graphics for pads and eventually the sale of branding purposes. team uniforms and equipment, Livingston: Local schools and col- and a retail store to boot. leges are always the obvious target Then in 1987, the company for team dealers, but I’m continual- decided to get out of the laundry Porter: Porter’s LED lights comply ly surprised by the number of sales business and focus on the team with the latest NBA, NCAA and FIBA that are to churches and commu- recommendations and meet NFHS side of the business, calling on end of period light requirements. nity centers. We ship orders daily schools throughout New York. to these places and most of the And while the team dealer time the sales are through a catalog- sells its share of uniforms to high schools, understand the differences between our brands based account. the bulk of its business is either building, and competitive brands. repairing or remodeling facilities, says owner Why should team dealers make an effort to sell bas- Lanse Toth. That means everything from 2. A HARD SELL ketball hard goods? scoreboards to message centers, basketball to Hard goods may not be the lead sales items Whitmore: It is an easy sale, sometimes it is a volleyball systems, sound to timing systems. in the basketball business, but team dealers safety concern, and the AD or coach just needs In short, nearly everything needed to outfit a can increase their sales, not to mention further it pointed out to them. It also creates more school sports facility indoors or out. their relationships, by pursuing a variety of contact with the person who they are selling Basketball is the driver of this business. “The opportunities. uniforms, balls and other goods to as well. main thing that we do is basketball facilities Team Insight spoke with two suppliers that The sales rep doesn’t have to be an expert on such as scorers’ tables, backboards, timing sys- work with team dealers to ensure that they the equipment side. That is our job. We have tems and padding,” Toth says. “We make sure take advantage of opportunities — Nelson equipment specialists in all of our divisions to it’s safe. We do the maintenance and repair Whitmore, national sales manager of Porter help support our team dealers. They can call or and replacement. So business has been good.” Basketball, and Chris Livingston, national e-mail us a photo of what needs to be replaced. Toth says it’s simply hard to tell what the sales manager of Bison. They provide their We will quote the appropriate product for new year will bring. Fortunately, the budget perspective on how dealers can take advantage them and send it directly to the customer. for repair and replacement typically comes of dual opportunities to boost business and Livingston: Team dealers may go to a school from the facilities side of the business rather benefit from their suppliers’ expertise. to sell them a set of uniforms and warmups, than the athletic budget. “It’s a separate bud- but the margins are so thin that it just makes get that seems to be stable. Plus, more booster How are sales of backboards, systems and other sense to ask the coach or AD if they need to clubs are getting involved.” hard goods in the team dealer business? How well do update their gymnasium equipment. Most of its business is done with the high dealers pursue this business? schools and colleges. Toth has established rela- Whitmore: Sales were great this past year What can dealers do to minimize inventory risks? tionships in these schools, so it is well-known and our team dealer channel is growing by Whitmore: We can drop ship everything to the for its ability to install and maintain sports leaps and bounds. The dealers that sell our customer directly. We do recommend for the facilities. Plus, it attends the athletic directors’ products are doing very well. Each sales team convenience of the customer that dealers do conference in Saratoga Springs and an annual is different, but normally the million dol- keep a small inventory of rims, backboards, New York state school facilities convention. lar reps are the ones who are out selling the edge pads, ball carts for those immediate emer- Part of its success comes from its in-house hard goods and not focusing only on the gency needs. There is always a customer that installation crew, Toth says. “That helps a lot. clothing side. has a need for our equipment, so the risk of We can go in and see what needs to be done. Livingston: We’ve always been fortunate unsold inventory is very minimal. We will list installation as an option. This is a to have a dealer base that has done very Livingston: Bison keeps approximately $2 big advantage. By time they want to replace, well with this type of business. The team million in inventory so the dealers don’t have the facilities staff is too busy to do the install.” dealers we work with understand that the to inventory much at all. We’re able to ship And new construction is always targeted. margins are much higher than soft goods. the same day if needed. We also have pretty A dedicated staff person deals with the 10 or And although soft goods might get them in aggressive specials with free freight options at so key architects in the area. “You hope they the door at a local school, the added sales of the buying group shows as well for the inde- call you for the specs. The architect needs to a backboard, rim and pad might make the pendent dealer. O

2015 46 TEAM INSIGHT • JANUARY TEAMINSIGHTMAG.COM Wilson: The Wilson Evolution Black Edition features the same construction and performance as the traditional Evolution, but with a new look in black. BOUNCING BALL State adoptions dominate the conversation and dealers and vendors have their own strategies for dealing with them.

1. ADAPTING TO ADOPTIONS Not all balls are created equal. Feel out of the ANTHONY DAVIS Dealers are somewhat resigned to state box can be great on all balls, but how long is adoptions. While it usually helps with inven- that ball going to last in the rotation. Schools tory, the ball business still remains challenged are looking to stretch every dollar. The more by slim margins. Balls are simply like milk in balls they need to purchase to run their pro- the grocery business, nearly loss leaders for gram, the more money it will cost. team dealers. Schindler: Our goal is to have a best-in-class “Everybody is happy with Wilson,” says ball at every price point. Specifically, we’re Steve Hardy at Em-Roe Sporting Goods. It’s seeing increased demand in the youth mar- been the state ball for some time now, he ket. More broadly, we’re also finding plenty of notes, which was better than a previous time opportunities to partner with dealers in non- when it seemed to change every year. Of adopted states where we can provide a better course, Hardy wishes he could make a better quality ball at a lower price. margin on those balls, especially since many high schools get courted by Nike. He gets the Dealers voice concerns about the low margins in ball business from those high schools and not the ball business. Any suggestions to increase the much else. profitability of inflatables? Joshua Miller, with Scholastic Sports Sales, Kelly: Selling on bid is a tough business. At says it really depends on the state. In New the end of the day the schools are looking for Hampshire, it works out because there’s one value. One way we have seen to add value ball for the entire state. Not so in New York, is to package all the equipment needed for where the state association has adopted one a season. Understanding what a program is ball for sectionals and another for the state going to need for the season and putting a high school finals. compelling package together with uniforms, “If there’s one brand, then it’s easier,” balls and any other equipment make the Miller notes. “Every sport in New York uses ers in this never-ending story, especially as buying process much simpler for the school. a different ball between sectionals and finals. state adoptions play a crucial role in every Bundling and showing them how it will be a It really makes it tough to manage inventory suppliers’ strategy. Brian Kelly, regional better deal in the long run can also be a boost and it’s unfair to the athletes who have to director of sales for , and Michael to margins for dealers. keep switching.” Schindler, CEO of Baden Sports, address the Schindler: One of our points of emphasis The real problem arises when the adoption ball business and suggest how dealers can find in 2015 is to provide dealers with programs ball keeps bouncing, says Cliff Schantz, of better ways to improve their business and that preserve and increase their margins. For Red Rock Sporting Goods. “They are okay as margins. example, we are implementing MAP pricing long as you can get the ball that is adopted. on our state-adopted basketball line through If you can’t purchase it or purchase it right, What drives the team business for inflatables? the use of customized state logos. And we’re it doesn’t do you any good. If they adopt a Kelly: State adoptions are the biggest driver of also instituting a new bid policy to support good ball that holds up, then it’s good. When sales on the high school side of the business. local dealers and provide price stability with you change too often, it’s expensive.” Most schools don’t like to have to change online dealers. After all, schools prefer to play with the ball balls heading into the biggest games of the that will be used during playoffs. A change season. On the youth side the appropriate State adoptions play a big role in the ball business means big money, Schantz says. When a mix between price and quality is key. Youth and impact the team business. How important is this change takes place, the school needs 24 new programs are very budget-conscious, but the to a vendor’s ball business? balls – 12 for girls, 12 for boys. Compare that lowest cost is not always the best option. The Kelly: State adoptions are very important; to only buying two to three a year since the durability of your product is important. It they have proven over time to be the best school always had several balls to use for may make sense up front to save $5 a ball, way to grow sales for a manufacturer and can practice. but when you are buying 30 percent more make it easier for dealers to only have to stock balls to run your league, the value doesn’t one ball style. 2. INFLATABLE MEN work in the long term. Schindler: Adoptions certainly impact the As in nearly all sports, the basketball Schindler: High school state adoptions and ball business and present their own unique inflatables category remains a strong, yet official ball contracts continue to drive much set of challenges and opportunities. In states puzzling sale for team dealers. Dealers cer- of the team business for inflatables industry- where we have adoptions, it’s typically tainly get their share of sales, but the most wide. Our key differentiators in that environ- because we have the best game ball in every important item often becomes a commod- ment remain quality, innovation and value. major sport, strong share and good relation- ity. Consequently, margins are thin, but it ships on the ground. In states where we don’t remains a must sale for team dealers. Where do you see opportunities in the business for have adoptions we look at that situation as Two of the industry’s top brands certainly inflatables? an opportunity to sell a better ball at a better understand the dilemma that faces team deal- Kelly: The durability story is going to be key. price. O

TEAMINSIGHTMAG.COM JANUARY 2015 • TEAM INSIGHT 47 Photo: Under Armour APPAREL » PERFORMANCE

BRANDOBSESSION

While the big names Branded performance apparel continues to drive the team market. Brands continue to drive the bring innovation and showcase it at every sporting event to create demand. market, team dealers Every team wants what the brand promises. For dealers it comes down to answering that demand since athletes consistently show they’re willing to pay. are finding there is a lot of demand for ike and Under Armour spend the most money to promote their brands, hands down. They put their products out there on the field to get the exposure mid-tier brands that through pro and college athletes,” says John Kashner, Sr., owner of K&S Sports Promotions, Casa Grande, AZ. “It trickles down to schools. The kids want what perform without they see and it drives the market.” the higher price. It’s about getting eyes on the brand. In the $80 billion athletic apparel and equipment business, Under Armour is now the second largest brand in BY NANCY BAEDER Nthe U.S. behind Nike. Its recent contract with Notre Dame may be the most valuable in college sports history, connecting with a huge tradition and an enormous fan base.

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knowledge and let them decide.” Schools these days will change Performance companies go all their colors when they want a out to field new product designs particular look,” says Fehr. “The and innovation. Behind the 100 percent polyester uniforms constant churn is the quest to work well with sublimation, a maintain competitive advantage trend that is driven by logistics and build demand. of manufacturers.” Much of what’s new has A Dynamic Market to do with applying color “Everything keeps improving to performance wear and across whole gamut of sublimating. “That’s the spin on performance apparel. Better fit. what looks good,” says Lloyd. Better function,” says Lloyd, “There’s a crossover into off-field whose family-owned company wear, with UA sweatshirts for has been located in the heart of example. They want the same Philadelphia for over 60 years. brand for weekend wear as their “Under Armour got the ball compression shirt or game shirt.” rolling with its Cold Gear line At the high schools, coaches and is still the leader, crossing and athletic directors want the over into protective padding best stuff for the lowest price. and after-workout gear that help “Teams are still brand conscious muscles recover.” for uniforms, but not everyone Today’s market is flooded with can afford it,” says Read. “I see a innovative products that athletes trend toward branded price-point can’t live without, products that apparel. The brands are offering didn’t even exist just a few short modified custom lines at a price years ago. point, making it more possible “We see more and more for every team to wear Under demand for performance gear in Armour or Nike or Adidas.” general and specifically for the Industry-wide investment in constant stream of new products sublimation printing has made showcased by professional and it more viable from a business college sports,” says Fehr, a full standpoint. “Subtle things create demand selling Badger or Alleson if they service dealer for 30 years. “It’s “My take is that sublimation for one product over another. want Under Armour. That being pricey, but people like to wear decorating has changed things There doesn’t have to be a huge said, most of what we sell to it. It’s what the kids want and and the days of the $180 high difference, just different enough teams is not the name brands. not just the high schools. The school football uniform with that people have to have it,” says The numbers are way higher in younger kids wear the same tackle twill are fading,” says Gregg Fehr, owner of Blue Sky the lower to mid-price range. Under Armour as the older kids.” Read. “Sublimation is cost Sports Center, Pinole, CA. “Every Some are really strong compared Lifestyle changes have made efficient and you can get creative apparel company is working to to bigger brands.” performance apparel one of the with color. It may take four to develop new processes and create Virtually every company offers fastest growing sectors of the six weeks from art approval, but unique products. Everything is performance lines of synthetic global textile industry, not just the inks don’t fade, crack or peel. about performance and making it microfibers. The fabrics are in sporting goods. On and off Uniforms stay lightweight and lightweight, soft, easy care, low the field, people want high- breathable and you can always IN SCHOOLS, THE “B” pill, low shrink and fast drying tech fabrics and apparel that fill in — except that today we and can perform well even in are easy to care for, comfortable were told for the first time that WORD – BUDGET – STILL most demanding applications. and fashionable. Innovative we couldn’t.” DIRECTS MUCH OF WHAT “Everyone is so far beyond yarns and fabrics deliver a wide Kashner offers a practical HAPPENS WITH TEAMS. where this whole thing started range of textures to make it alternative to demand for the with Under Armour ColdGear feasible for performance apparel brand. “In my opinion brand stronger, lighter, safer.” and Nike Dry Fit,” says Brian manufacturers. name merchandise is not The conversation with coaches Read, owner of Read’s Sporting necessary. These companies and teams starts with function, Goods, Bloomington, IL. The Brand Story market to the young because a fresh look and brand. “When “Everything is 100 percent With so many suppliers, brand they know they will have a budget is not an issue, they all polyester with the performance is the standard that everything is consumer for life. By constantly want Under Armour, Adidas, label, but ‘performance’ is measured against. updating their products to keep Nike. Otherwise they want a line overused these days. There are Fehr carries Under Armour it moving, they maintain an with the same characteristics quality differences; some knit in his retail store, along with advantage and gin up demand,” as the upper end brands,” says performance into the fibers while , Wilson and says this retired football coach Ed Lloyd, owner of Lloyd others just spray on a coating, so generic brands such as Sport turned full-service team dealer. Sixsmith’s Sporting Goods, you have to know what you’re Tek. “What has changed is “Under Armour brings the Philadelphia, PA. “We’re not doing. We give customers the what they want printed on it. innovation, but eventually

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every company offers it and the arena of protectives has ankle braces and the leg guards Fehr pushes a lot of the new some are very good,” he adds. exploded. New materials absorb that are worn in college football specialty protectives such as “The smarter consumer looks at impact while flexing with body and the NFL.” pants with integrated pads and products that perform the same movement. Products such as In the schools there is an girdles, and fewer traditional as the brand but cost less.” compression undergarments, ongoing recognition by parents girdles. “We sell Under Armour, For schools and leagues, he shock-absorbing pads under worried about the safety of their McDavid, Shock Doctor, plus encourages using other reputable uniforms and padded sleeves kids, from concussion concerns many generics such as Champro performance companies. “One for elbows and knees are more Sports and United Athletic,” of the things we’ve been trying common than ever as athletes UNDER ARMOUR BRINGS he says, noting a tremendous to do is convince schools to wear protective gear as a second THE INNOVATION, BUT variation in price point. “The market their own brand,” he skin. EVENTUALLY EVERY generics sell well, but not as says. “In that way they highlight “We sell a lot of protectives. well. When they copy another their school logo instead of the We can sell the McDavid HexPad COMPANY OFFERS IT AND product it is not quite as good, Nike or the UA logo for baseball and Under Armour SOME ARE VERY GOOD. not the same fabrics. In our area, and save money on what are sliding short and integrated we are blue collar/middle class, comparable products. It’s not an girdles all day,” says Read. “You and football helmets, to a so there’s not as much money.” easy sell and they’re not always can spend $70-$80 for Nike or move for protective headgear “It still surprises me to see convinced, but we try.” Under Armour, and when the for soccer. “In some cases the what is basically a modified number one consideration is technology is far ahead, like T-shirt sell for $70-$75 because Stylish Protection safety, these companies have McDavid with its HexPad there are pads integrated into With sports gear dominated the edge because they’re on the technology, and parents are it,” says Fehr. “But I’ll say this, by garments that perform or cutting edge. McDavid is quite willing to pay for it,” says they do perform. The fabrics are function for some purpose, a name now in protective gear, Kashner. lighter and more comfortable. The pads are thinner and provide better protection. There are definite advantages to these products.” While there is genuine COMPLETE REVERSIBLE concern by parents about concussions and other safety issues, there are also style SPEEDWAY UNI points at risk. “Across the board people will spend to emulate the colleges and pros by wearing compression sleeves or compression shorts. They want that look,” says Fehr. “It doesn’t * matter whether the kid is riding AS LOW AS the bench or a starter, they all want to look the part. That’s a 75 pretty big part of it.” $ A broad offering of protectives 20 can accommodate any price point. “With budgets nowadays, they’re not likely to pick the high end when they can get three for that price,” says Lloyd. “In affluent areas, we definitely sell more Under Armour protectives, such as the shirts N2349*/NB2349 Adult: S – 3XL / Youth: S – XL with rib pads or shoulder built N5334*/NB5334 in, but it’s not a team issue item. % 100% Polyester Birdseye, 4.0 ounces per square yard They buy it on their own.” % Moisture Wicking, Odor Resistant, Stain Release Lloyd sees a big price % Ultra tight knit resists snagging disparity between companies. % Two color side panel on both sides “Alleson offers a compression girdle that offers a lot of value at a substantially lower price,” says Lloyd, who carries compression girdles from at least six companies. “The true compression factor can be substantially different, but most high schools are not going to spend $60-$70 on a compression *ADDITIONAL CONDITIONS MAY APPLY. CALL FOR DETAILS 888 464 3824 | www.A4.com

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girdle. The middle and high schools OUTPACING THE GUYS are going to spend $25.” Dollars And Sense All indications are that spending on performance gear will continue. People have made it a lifestyle choice and a priority in their lives, not unlike smart- phones, and they cannot imagine life without it. Athletes find the expensive name brands are worth the high price compared to the less expensive look- alikes, and the psychology of wearing name brands bolsters attitude and grit. In the schools, the “B” word – bud- get – still directs much of what happens with teams. “Schools used to buy everything for the teams, but now parents are stuck with the bill. Even when schools pro- vide the uniforms, it’s paid for with pay-to-play fees,” says Fehr. Spirit pack merchandise typically does not include branded product due to availability of merchandise and cost. “We tried to sell the big brands in team packs but it didn’t work,” says Fehr. “I think there’s a point when parents run out of what they are willing to spend.” “If they can afford the brand, that’s what they want,” says Kashner. “The problem is that many times the stock is unavailable because they only make so many of a style and the styles change very rapidly. We use many alternative brands, including Sport Tek, Badger and The Game.” Read is doing a lot of new business in re sales of athletic tech products such as sports increases the price and as a the past few months with Pennant for women’s apparel bras, ponytail hats (athletic rule girls’ athletics don’t have booster club orders. set to outpace men? cap with an opening for the same access to funds.” As a rule, travel teams spend what A Under Armour thinks ponytail) and leggings. Accessories are huge for they have to in order to get what so. Women’s athletic apparel “For the longest time men girls. “Socks are a huge they want. “The travel teams want is a hot market, judging by dominated the performance accessory, such as the Twin the best products. The parents may the growth of companies such category and the products City custom sock, a great want to spend less, but kids want the as Lululemon, the maker generated, but over the complement to a uniform,” name brands. Cutting corners is not of trendy yoga and athletic last few years, women’s says Brian Read, of Read’s an option,” says Read. “They are well clothing for women. At Under performance has come on Sporting Goods. outfitted. It’s the stigma of the travel Armour, the women’s business strong,” says John Kashner, “Girl athletes want a team that everyone is trying to outdo has grown to 30 percent of of K&S Sports Promotions. women’s cut, more tapered everyone else, even though there are so sales and is outpacing the “There’s a new hat company, and shorter, not boxy,” he many of them now. They keep coming overall growth of the company for example, making a pony- points out. “Under Armour up with the money.” as it launches marketing tail hat shaped for women to is a very nice women’s line. In these days when kids are buying initiatives targeting women. wear. There are performance They also wear compression their own jerseys, Read has turned to In recent years virtually all products being developed for undergarments such as shorts OrderMyGear to sell team packs. “They athletic apparel providers have Cross Fit training and yoga.” under their uniforms.” can have a team store set up in four or overhauled their women’s Kashner thinks it’s a “We’re a big football dealer five days, so it’s very simple for us to lines to create designs that fit significant trend. “Women so we sell more boys, but the sell there.” women’s bodies and appeal tend to buy more expensive girls are definitely buying all The never-ending stream of new to their tastes. But it’s moving items because they want the the same stuff, compression products is both refreshing and frus- beyond women’s versions of fit and feel, but first you have shirts and all,” Ed Lloyd, of trating for dealers. “It’s great for creat- tradition guy sports stuff, to to get the look,” he days. Lloyd Sixsmith’s Sporting ing demand for product, but it’s hor- the design of new products “It’s about fashion and when Goods. rible to try and keep up with it all and to solve the specific needs of fashion is involved it always Look for it. The girls are you can never predict the next trend,” female athletes — new high costs more. That automatically coming on strong. O says Fehr. O

54 TEAM INSIGHT • JANUARY 2015 TEAMINSIGHTMAG.COM June 29 - July 1, 2015 Navy Pier & W Chicago Lakeshore Join us in Chicago for the business-to-business event designed to focus retailers and brands on the most powerful consumer in the market place.

running / cardio / indoor cycling / studio fitness / swim / yoga / dance / cycling / strength training / SUP / trail

Returning to Chicago this summer!

Conference Presentations Networking Trade Show Sunrise Fun Run Demos

Scheduled to Appear at the 2015 Event

Erika Napoletano Libby Gill Founder of unstuck.LIFE, a destination for After nearly 20 years in senior leadership roles restless brands and the people brave enough in communications at media giants Universal, to lead them. And if you’ve ever felt stuck, well, Sony and Turner Broadcasting, Libby is now Erika’s the one you call to get unstuck and CEO of executive coaching and consulting firm over all the annoying things that keep you and Libby Gill & Company. A sought-after international your business from being awesome. Erika is speaker, she guides established and emerging also an award-winning, twice-published author, leaders to increase passion and productivity in including The Power of Unpopular (Wiley), a their organizations. current columnist for American Express OPEN The PR & branding brain behind the launch of Forum and Entrepreneur Magazine online, an the Dr. Phil Show, Libby helps individuals and TED-acclaimed speaker from TEDxBoulder organizations “capture the mindshare” – that 2012, and speaks at events all over the world is, the heads and hearts – of their customers, on the inherent power of truth in business… or colleagues and communities. She delivers as she refers to it, the power of unpopularity. keynote addresses, custom training programs, Connect with her uncensored brand at and executive coaching for companies desiring erikanapoletano.com and join her raucous to create cultures of bold leadership and Facebook community. personal accountability.

Contact Information

Beth Gordon, Show Director Jeff Gruenhut Christina Henderson Troy Leonard 949-293-1378 404-849-4156 212-305-4712 352-624-1561 [email protected] [email protected] [email protected] [email protected]

Matt Mauer Jeff Nott Sam Selvaggio Mark Sullivan 516-305-4710 516-305-4711 212-398-5021 646-319-7878 [email protected] [email protected] [email protected] [email protected]

Updates on 2015 speakers and trade show happenings: therunningandfitnesseventforwomen.com SPORTS MEDICINE » MOUTHGUARDS

product development at Shock Doctor Sports, Minnetonka, MN. But, he stresses, there is no valid, scientific, peer-reviewed research that proves that mouthguards can help prevent concussions. “What we know is that mouthguards protect against tooth and mouth tissue dam- age,” he adds, although he admits there remains a belief by some that mouthguards may help prevent concussions. “That rationalization still exists, but we do not foster or support that point of view.” Jeff Padovan, CEO of Bite Tech Sports Group, Norwalk, CT, the licensee of Under Armour Performance Mouthguards, sounds the same tune while understand- ing the need for athletes to find something to help them protect against concussions. He points to a study published in The American Journal of Sports Medicine that showed that con- cussion rates have doubled in the past decade in high school

Photo: Shock Doctor sports. “There is a significant amount of misinformation in the public domain about mouthguards being able to prevent concus- sions,” Padovan says. “Study after study continues to show that claims of mouthguards being able to reduce concus- sions are factually inaccurate.” While he points out that there is certainly work being done to create a mouthguard that contains electronic sen- sors and wireless transmitters ONGUARD to measure in real time the While they don’t – and et’s get this straight right from the G-force impact of a hit, “there is no concussion- start — while they are an impor- preventing mouthguard on the market today.” should not – play a role in the tant part of any discussion about Asked what claims his company makes in regards ongoing concussion discussion, concussions going forward, today to concussion prevention through its mouth- mouthguards are rapidly mouthguards play virtually no guards, Padovan has a one-word answer: “None.” known role in the prevention of A similar response comes from Bruce Angus, becoming a vital part of a concussions. None. CEO and founder of MoGo Sport, Wilton, CT. player’s protective gear. In 2015, Mouthguards are excellent at “MoGo makes no claims regarding the connection opportunities abound beyond protecting and preventing injury to of mouthguards to the concussion discussion.” the teeth, jaw and gums, but – not “The notion or belief that a mouthguard helps traditional contact sports. too sound repetitive – there is no proof that they to minimize head injury seems to have fallen off By Michael Jacobsen Ldo anything to prevent concussions. And you significantly,” agrees Chris Circo, CEO of Active won’t find a single reputable mouthguard maker Brands/Battle Sports Science. “To be frank, ath- who will say otherwise. letes in most sports wear mouthguards because “In the past there was an assumption as well they are mandated. Even though head injury can as limited anecdotal research that suggested that be significant in certain sports such as girls’ soccer, mouthguards could help prevent concussions,” very few players wear a mouthguard.” points out Jay Turkbas, senior VP-marketing and Circo adds that Battle was one of the first mouth-

56 TEAM INSIGHT • JANUARY 2015 TEAMINSIGHTMAG.COM

SPORTS MEDICINE » MOUTHGUARDS

guard manufacturers to remove ensuring that should they available to the consumer helps all concussion related claims receive a blow to the teeth or to grow certain segments within from its packaging and web- jaw, then it will offer appropri- the category. Prices have edged sites. ate protection.” up, flavor is new and exciting, “There is no scientific evi- Despite their limited connec- performance-based products dence that mouthguards pre- tion to the concussion issue, seem to be growing and there vent concussions,” agrees Jan mouthguards are undeniably are more options than ever, Akervall, president and CMO, an important piece of required which is always a good thing Sisu Mouth Guards, Saline, MI. equipment in most contact for the consumer and assists in BRAIN-PAD “We have spent time explain- sports and are now finding non- the growth of the category.” Brain-Pad’s Tactical Training Mouthguard ing this to customers, retailers mandated use in sports ranging Brain-Pad’s Manzo points reduces the impact energy to the base of the and distributors and we don’t from soccer to basketball to to the technical advances of skull and its patented Dual-Arch Design secures make any such claims since even baseball and softball. This today’s mouthguards as the rea- and cushions the jaw to protect the fragile TMJ they are incorrect. All we can growth is being driven by not son for the category’s growth. Socket. MSRP: $24.95 say is that there is no scientific only increased awareness, but “There have been advances in evidence and that it is highly by technical advances as well. shock absorbing materials and unlikely there will ever be any now a high-end mouthguard link between the two.” Not Just Concussions can have up to three different Coming closest to the “Safety, specifically the types of thermoplastic materials line is Brain-Pad, based in protection of the teeth, jaw in its design,” he explains. Conshohocken, PA, where pres- and gums, is and will always “Just as teams are putting ident and CEO Joseph Manzo be the primary driver in the more money into better hel- has seen concussion concerns mouthguard category,” stresses mets, helmets with accelerom- frighten parents and made Padovan, as coaches, parents eters, impact testing and more, them pay much more attention and players are learning that the mouthguard business will to the quality of the protective the mouthguards they receive only get more sophisticated, MARKWORT gear they are purchasing for as part of their issued equip- driving the pricing higher and The Vettex Model 25 DoubleGuard Lip their children. ment provide very little protec- making it a true piece of protec- Protector Series from Markwort is offered in 23 colors and three sizes. MSRP: $10.00 Manzo points out that since tion, fit poorly and just don’t tive gear, not just an accessory the Federal Trade Commission last. item,” Manzo says. “Dealers recently warned all manufactur- “Today, with amazing new need to educate themselves ers that until substantial scien- materials, new technical mold- on the mouthguard business tific evidence is available prov- ing processes, patented designs because this is going to be ing concussion reduction with and the fusing of various mate- one interesting market to be mouthguards, no manufacturer rials and flavors, mouthguards involved with for generations to will or should make concussion provide protection beyond come.” claims. anything most adults ever wore But Manzo’s claim is that as kids,” he says, adding that Flavor Takes Center Stage Brain-Pad reduces jaw impact the introduction of flavor even “Most new mouthguards are forces to the base of the skull makes some of them taste good. combinations of multiple layers, and the jaw-joint complex “These better materials and which we pioneered 20 years MOGO (TMJ). “We all can agree that designs have higher AURs and ago, but there are also new MoGo’s M3 mouthguard features a high durometer any product that reduces are driving double-digit catego- blends of materials that provide outer layer for additional protection and a softer impact forces to the fragile base ry growth,” he points out, and closer and more comfortable inner flavored layer for fit and flavor. The low profile provides comfort along with breathing and of the skull has to be a good the braces/orthodontics and fitting mouthguards, whether speaking ease. MSRP: $14.99 thing,” he adds. flavored mouthguard segments they are single or multiple layer Putting it in perspective, now account for 35 percent of constructions,” says Turkbas. Jeremy Gesicki, director of category sales and have AURs “The addition of flavor in marketing for Mueller Sports that are higher than the cat- mouthguards has also been an Medicine, Prairie du Sac, WI, egory average. interesting technical addition to says that while there is no Active Brands/Battle’s Circo material development.” scientific proof that wearing says that it is prudent to opti- The flavor claim is being a mouthguard will prevent a mize sales in every market and made strongest by MoGo Sport. concussion, “there is still con- the team channel should not “As the innovators of the fla- sensus among several experts be ignored. “Like every chan- vored mouthguard category, in the field that a proper fit- nel, certain products and price we believe that flavor is driv- ting mouthguard is an essential points are applicable and the ing the overall business,” says piece of equipment for kids par- team customer is no different. Angus. “More companies are SHOCK DOCTOR ticipating in contact sports.” Products must be catered to this getting into the flavored space Designed specifically for basketball players, the Mueller’s view, says Gesicki, channel in order to be success- and dealers are allocating more Ultra Basketball mouthguard provides protection is that fundamentally a mouth- ful,” he says. share to the category.” in a low-profile design, which protects teeth and guard should “allow an athlete He adds that since so many Padovan says there are very gums from injury without restricting breathing or to perform his or her given sports mandate mouthguard good technical reasons why speaking. Flavors include ShockOrange, BlueRaz, sport with minimal negative use, the category will grow. mouthguards have become a RocketPunch and Limontensity. MSRP: $24.99 effect on performance while “We think the many options higher margin, higher selling

58 TEAM INSIGHT • JANUARY 2015 TEAMINSIGHTMAG.COM

SPORTS MEDICINE » MOUTHGUARDS

that there is much more to con- improving technology and the enhanced protection and perfor- sider then just protecting the upper increased relative value of safety mance of a better mouthguard.” THINGS GO BETTER teeth,” he says. “Protecting the and performance are giving parents Prices will continue to rise as long teeth is important, but maybe even and athletes the reason to spend as the product value proposition is WITH VETTEX? more important it is about reduc- more and raise the price ceiling there to support it, adds Bite Tech’s ing impact forces to the base of the every year.” Padovan. “Over the past five years skull from jaw impacts and that can He believes that mouthguards the category has grown substantial- only be achieve through jaw stabi- are a “no-compromise product” ly as a result of product innovation lization. and that the consumer seems to be and prices have followed accord- “Performance is always a factor agreeing with the industry. “The ingly. We don’t see the category and if a mouthguard can increase team dealer should take advantage losing its growth trajectory in the airflow and also align the jaw of the opportunity that the con- next three years and in fact will properly to maximize performance, sumer is providing and offer better- likely increase more substantially if Markwort has been selling the that’s just an added bonus on top and-best product.” mouthguards become mandatory in Vettex lip protector mouthguard of the protection benefits,” Manzo MoGo’s Angus agrees. “Like any basketball and soccer, as we believe SINCEANDIN adds. equipment category, technical they should be.” purchased it outright. The improvements will be able to com- Manzo believes that traditional product got an unexpected boost The Price Conundrum mand a price premium and will mouthguards made of a thin single during a 2014 Coca-Cola Super Undoubtedly, all of this protec- find consumers who want the lat- plastic have a price ceiling, even Bowl ad that featured a youth tion and technology comes at est in protection,” he says. But, he if they have stars, fangs or mul- football player wearing the the a price. So far consumers have points out, given the consumable tiple colors on them. And, he says, Vettex running for a touchdown. expressed a willingness to pay for nature of mouthguards, volumes that ceiling will be become lower Markwort president Herb better product, but is there a ceil- drop off significantly with every as consumers, coaches and train- Markwort explains that Coca-Cola ing? Manufacturers, dealers and $10 increase in price. ers become more educated. As a paid for the commercial, “but for everyone in the mouthguard retailers debate that issue con- “That said, why sell a $1 low-end result, high-tech, high-performance business it sure looked like a stantly. product as part of a team pack- mouthguards will continue to have mouthguard commercial.It was “There is common sense as to age?” he asks rhetorically. “The a much higher ceiling. a case of one classic teaming up what the consumer budget is,” equivalent is selling a $25 football “Certain dual arch mouthguards with another.” O Turkbas points out. “However, the helmet. Sell your customers on the have proven to reduce impact

BEYOND FOOTBALL

seriousness of head trauma in contact Athletes not wearing mouthguards and limited-contact sports, such as ARETIMESMORELIKELYTOSUSTAIN soccer and basketball,” he says. damage to their teeth. “The American Dental Association s4HE!MERICAN!SSOCIATIONOF recommends the use of mouthguards Orthodontists says that 84 percent of INSPORTSINADDITIONTOFOOTBALL children do not wear mouthguards lacrosse and hockey,” he points out. because they are not required. “Given the sheer size of basketball and s4HE!MERICAN!CADEMYOF0EDIATRIC soccer participation and the presence Dentistry reports that up to 39 of high-profile athletes wearing mouth- percent of all dental injuries are guards, it seems focusing on these two caused by sports injuries in children. sports would be a great opportunity for Baseball and basketball have been team dealers to make better margins shown to have the highest incidence and build year-round sales.” of sports-related dental injuries in Currently the National Federation KIDSSEVEN TO YEARSOLDAND of State High School Associations basketball was the most frequent mandates mouthguards only for sport associated with dental injuries. football, , lacrosse and s4HEYEARLYCOSTOFOROFACIALINJURIESBY field hockey and for wrestlers wearing young athletes has been estimated upporting the contention LeBron James wearing them, team braces. Today, seven in 10 Americans as high as $1.8 billion. that mouthguards should dealers can grow their sales and build report that their child does not wear s4HE!MERICAN$ENTAL!SSOCIATION be mandated in other profit margins simply by expanding a mouthguard at soccer, basketball, recommends wearing mouthguards S sports, a recent nine-year their seasonal assortment to include baseball and softball practices or for basketball. study by the University of Southern basketball and soccer mouthguards. games. Yet studies show that today’s s%VENINFOOTBALL ONLYSEVENIN California’s athletic department found Jeff Padovan, of Bite-Tech, maker basketball players are 15 times more players wear a mouthguard at both that basketball has the highest rate of Under Armour mouthguards, likely to sustain an orofacial injury than practice and games. Only about four of dental traumatic injuries among all encourages team dealers to football players. Among other facts: in 10 wear one for hockey practice. intercollegiate sports. However, only an merchandise mouthguards year-round s!CCORDINGTOTHE.ATIONAL9OUTH s!CCORDINGTO3AFE+IDS53! MOST estimated seven percent of basketball as add-on sales to virtually every sports Sports Safety Foundation, three organized sports-related injuries players wear mouthguards. Now with participation category. “We are all million teeth are knocked out in occur during practice rather than high-profile NBA players such as becoming increasingly aware of the youth sporting events annually. games. O

60 TEAM INSIGHT • JANUARY 2015 TEAMINSIGHTMAG.COM forces to the base of the skull country. Research the market and MUELLER through jaw stabilization and the find a mouthguard line with data The Mueller Matrix self-fit ones that help in performance that can prove to you that it offers mouthguard features Hyperlite and oxygen flow have no ceiling,” more than just teeth protection and 3 impact absorbing materials, Manzo says. He urges dealers to ask you will be selling a product in the patented OPROfin custom fit for supportive data to be disclosed $30 to $50 price range.” technology and Air Shield air before making buying decisions on Circo advises dealers and retail- cushion barrier for protection. mouthguards, because unlike all ers to simply sell the benefits of The specialized composite other mandated protective items, the product. “Train your people to construction provides protection mouthguards do not have a true explain clearly why one product against front and lower blows while keeping the palate clear for testing standard to live up to. either performs, protects or both improved breathing and speech. better than a cheaper, poor-fitting, MSRP: $23.99 The Future of Mouthguards poor-performing mouthguard,” he “This market has nowhere to says. “The real hope for true growth go but up,” Manzo adds, pointing in the category is for other sports to out that the message is getting out mandate the use of a mouthguard.” the space is going to change,” he technologies and come with higher there that certain mouthguards can More sophisticated materials and says. “Athletes will benefit from the AURs, thus leading the category to play a much greater role than just a more honest discussion about improvements.” higher levels.” providing teeth protection. concussions will drive the business, Padovan believes the mouthguard Second, Padovan believes flavored “Some dealers have been han- says Sisu’s Akervall. “Misleading category will continue to trend mouthguards, which currently rep- dling the same mouthguards for information about concussion pre- upward for the foreseeable future resent 17 percent of the category, 30 years and seeing that business vention is bad for everyone in the due to three key trends. could reach 30 percent market dwindle away,” he points out. “If business and terrible for consumers “First, athletes and parents will share in the next three years. you want to make better margins since players may make wrong pur- continue to want better quality, Finally, limited-contact sports you need to be offering better chase decisions due to false facts.” innovative products that not only such as basketball and soccer rep- mouthguards, because no one is Angus sees continued growth and protect, but also improve perfor- resent the largest source of new going to let you make better mar- increasing competition as bigger mance,” he says. “These better qual- users and quite possibly could gins from the same stuff that can brands focus on the category. “The ity products are designed with more double the size of the category in be purchased at every retailer in the idea that one brand will dominate sophisticated materials and molding five to seven years. O SO, HOW DID WE DO?

In the January 2014 issue of Team insight we published a predictions article titled “4 For 2014 — Looking Back ... Looking Ahead.” Turns out, we were pretty much on target (insert pat on the back here). Let’s take a look. 1 2 3 ‘The Big Dog Of Team Sports’ ‘I’d Like A Ruling’ ‘Playing The Game’

Subject: Rule changes in key team sports were wreaking havoc with ordering for dealers, as virtually no one, including the manufacturers themselves, seemed to know what was legal or what was suddenly obsolete. The baseball bat business bore the brunt of the confusion. What Happened in 2014: The past year saw the dust clear and a return to normalcy for the bat biz, and dealers actually ended up benefitting as a whole new generation of NFHS-approved bats had to be purchased by ballplayers. Wooden bats also made a mini-comeback and brought players back to the sporting goods store more often as they inevitably broke. Subject: Declining participation numbers among youth sports should make team What’s Next in 2015: Some rule changes dealers pause, since fewer kids playing Subject: BSN Sports will continue to grow continue to offer opportunities to dealers, means fewer bats, balls and cleats being its national footprint as it becomes the “big none more so than the NFHS requirement sold. Girls’ participation continues to rise dog” in the business. for box landing collars for pole vault pits. and keep the overall numbers from tanking, What Happened in 2014: There was no Any school with a track program was but declining numbers in the big two of stopping the BSN juggernaut, even though mandated to upgrade its pole vault area and football and baseball don’t bode well for out of necessity BSN has had to search out savvy dealers were the go-to guys to respond dealers’ bottom lines. Safety issues are at the smaller acquisitions than original buys such to the mandate. Next up: The debate about core of the football concerns. as Kesslers and Dixie Sports when it first rules to require girls’ lacrosse players to What Happened in 2014: Recent surveys started its rise to dominance last decade. It’s wear helmets. Even though it was shot and participation reports didn’t find much most recent purchase came in November down before it had a chance to gain any good news in terms of how many kids when it purchased Todd & Moore, based traction nationwide, it is being implemented are playing team sports in America, but in Columbia, SC. This closely followed the in Florida and other states are taking a the good news is that national and local September acquisition of Westside Team serious look at the mandate. Think of the associations are doing something about it. Sports, based in Santa Monica, CA, which possibilities! O Initiatives to get kids active – and playing gave it a much-needed presence in the team sports – are underway and aggressive southern California market. manufacturers should be given credit for BSN CEO and chairman Adam Blumenfeld filling the void with high-tech products says BSN has “added six new distributors focused on improving player safety. But in the last four months, and over 120 new with each news item about football, soccer sales pros to the company within the last and hockey players suing their governing year,” including reps in California, Colorado, bodies for lack of action on concussions Washington, Oregon, Alabama, Oklahoma, comes one mother or father who will look Mississippi, Ohio, New York, Florida and for a safer alternative for little Joey and Tennessee.” Janey.

What’s Next in 2015: There is no doubt What’s Next in 2015: There is money to BSN will continue in its oft-stated quest be made in protectives and while everyone to become the team industry’s only truly admits there is no such thing as a concussion- national network of team dealers. Its proof football helmet or a mouthguard that continued integration of the market-leading helps prevent concussions, that’s not stopping Varsity Sports brand in cheerleading gives it some incredible advances in safety. Now a leg up on the competition in that specialty dealers can sell protection along with their market and a push into the fastest growing apparel. The industry is filling the need for team sport of lacrosse shows it knows where safer products and America’s young athletes to focus its efforts. O are buying. O

62 TEAM INSIGHT • JANUARY 2015 TEAMINSIGHTMAG.COM WHAT’S TRENDING?

Socks Are Hot 2015 and this same scenario all takes place 4 Remember the good old days when you sold online. Parents and players choose exactly what a three-pack of white tube socks for $10 and they want in the proper size and then, best of all, ‘Buying Time’ were happy to pocket a few cents on the pay immediately by credit card. The online team margin? Turns out they weren’t so good, at least stores are universally lauded by dealers as a way not compared to today’s sport sock market, to sell add-ons while getting paid immediately. where technology and fashion have combined to Gotta love technology. DRIVEDEMANDnANDPRICESnUP4ODAYSSPORT sock is a must-have accessory not only for the Sublimation Is Cool playing field or court, but also for heading to school and hanging around afterwards. RIP, tube sock. Protection Is In When you say “protection” in 2014 you don’t mean just a catcher’s mask, shoulder pads or batting helmet. You mean integrated football pants and pads, shirts with HexPad technology, sleeves with NASA-inspired technology, caps and helmets with liners to add protection against concussions and even mouthguards that taste good and can be molded multiple times. Concern over player safety has opened up a whole new market for these specialized, higher Subject: The once conservative world of priced products that no athlete wants to be You need look no further than the special the four major team sports buying groups without — and at a cost no parent would balk at 24-page Sublimation 2.0 section in the – Sports, Inc., Team Athletic Goods, Athletic paying. Safety rules! November 2014 issue of Team Insight to realize Dealers of America and Nation’s Best Sports just how far this relatively new technology – was being roiled by loyalty shifts that saw has come in just a few years. From a few long-time members of one group defect to a select companies that set the pace in the rival group for various reasons. early years of this decade to virtually every What Happened in 2014: The entire apparel maker with a team product line, landscape changed in December when sublimation is something to dye for. The TAG announced that it would not longer design possibilities are limitless, fill-ins so operate as a buying group, opting instead to much simpler than with screenprinting and focus on its TAG branded products. Sports, the technology has expanded to include socks Inc. continues to be the undisputed leader and caps as customization becomes the norm. among the three remaining groups and its Question: When does the technology advance buying shows are much anticipated by its far enough where there is equipment that select vendors. But the industry continued will allow dealers to do their own in-house to debate the pros and cons of attending sublimation? Just a thought. four – now three – buying group shows twice a year. Customization Is Personal The ultimate social faux pas is two women What’s Next in 2015: The team sports showing up at a party wearing the same business will continue to digest the outfall dress. Gasp! Well, imagine if two softball from the TAG move and undoubtedly the teams showed up wearing the same uniform remaining three will offer incentives for design! That’s hardly a possibility any longer as former TAG members to join their ranks. Yet Team Stores Mean Business technology and online uniform builders have the biggest threat to the buying groups no Speaking of the good old days, do you remember made customization SOP for dealers and their longer comes from within. It is being seen this: It is registration day for the local soccer team customers — everything from unique in every press release from BSN Sports that program and a volunteer hands out an order team logos, second and third colors, camo, goes like this one from its reason acquisition form to all parents to buy some extra gear — a pink, names and numbers, funky colors ... the of Westside Team Sports: “Prior to this sweatshirt, cap, maybe a replica jersey. Two list goes on as to what teams demand on their acquisition WTS was a member of the Sports, weeks later she hands you a pile of paper- uniforms, caps, socks, warmups and bags. Inc. buying group.” Every time BSN buys clipped checks and order forms complete with Technology has allowed dealers to answer the another dealer one of the buying groups illegible writing and bad math. Then you spend call — and remember, every embellishment inevitably loses a member. O three weeks figuring it all out. Fast forward to means more money. O

TEAMINSIGHTMAG.COM JANUARY 2015 • TEAM INSIGHT 63 PRODUCT SHOWCASE » ADVERTISEMENT

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Baseball Net Mesh Caps Introducing the next level of portable Baseball Nets Bringing more variety to its 110 styles, the newl 110P from Bownet. Larger and stronger, these nets are de- features mini pique mesh and a matching hook and Ankle Brace signed for the heavy hitters and meant to withstand loop closure with square ring. The pique mesh inte- The adizero Speedwrap Ankle Brace was built for ath- Baseball Shirt rigorous drills. Heavier gage netting, strong canvas grates new in-house hybrid technology using Cool letes to help prevent ankle injuries and protect weak Three-quarter Sleeve Baseball Utility Shirt in both trim, heavy duty steel legs and thicker fiberglass poles & Dry and water resistance properties to offer ultra- or injured ankles. The most popular ankle brace Adi- Men’s and Youth sizes. 100 percent polyester, mois- make these nets the most durable in the industry and cooling and moisture-wicking capabilities. A premium das offers among athletes, trainers, and coaches fea- ture wicking, odor resistant, stain release. Great shirt with Bownet’s Energy Absorption System (EAS) these adjustable, Flexfit’s One Ten incorporates Flexfit tech- tures a lateral spare to protect against ankle rollovers for warming up or under a jersey. Available in 12 color nets have an advantage and will outlast traditional nology for the ultimate one-size-fits-all cap with the while under stress and incorporates weight-reducing combinations. www.a4.com steel frame nets. utmost comfort. www.flexfit.com technology to keep you light on your feet.

Richardson Cap Under Armour Teamwork Athletic Pukka

Team Uniforms On-Field Caps Under Armour will “Push The Game” with its Armour- Authentic Down to the Last Stitch. Start with the fuse line of team uniforms. Our focus is to leverage widest range of made-to-order options available for the best technology, deliver innovative fabrications Sublimated Hoodies building authentic on-field caps. Add in the highest and designs by expanding its color, print and as- Available in 33 color options and 12 designs, ProS- quality and attention to detail. Provide the most flex- sortment options. Includes signature Under Armour phere fully sublimated hoodies by Teamwork Ath- Sublimated Caps ible programs to make it easy: Stock, Custom Ex- fabrications; lightweight, four-way stretch, moisture letic offer an ideal option for multiple sports and fans. Pukka’s new SFS07 Custom Sublimated 5-Panel cap press, Custom USA, and Custom Ultra. Finish with transport, maximum breathability; brilliant, vibrant Available in pullovers and full zips, ProSphere offer no features front raised embroidery, new Digital Block on-time delivery. It’s not only our caps, but our service team colors permanently fused directly into textiles; minimums, free personalization and manufacturing Pattern and is available with its popular Performance that is Authentic Down to the Last Stitch. and limitless customization, all inclusive pricing with in as little as three business days. www.ProSphere- Wick back panels and visor. New 24-Piece mini- www.richardsoncap.com exclusive UA designs and customized prints. Sports.com mums/12 per color.

Pacific Headwear Mueller Jerzees Old Hickory

100 Percent Poly Fleece the Jerzees Sport Tech Fleece Collection fatures this Knee Brace six-ounce 100 percent polyester fleece made with An essential brace for weak or injured knees, the advanced moisture management to keep athletes BBCOR Bat Digital Camo Trucker Mesh Hg80 Hinged Knee Brace features improved Mueller- cooler, drier and more comfortable. Style PF93MR New for 2015, Old Hickory Bat Company introduces The 408M is the latest addition to the 2015 Pa- exclusive lightweight breathable HydraCinn fabric — features a three-panel hood with matching tipped the 9914-BBCOR bat, which features solid, one-piece cific Headwear lineup. This cap takes all of the a high-performance, moisture management material and knotted drawcord; dyed-to-match coil zipper; construction of its proprietary series7 alloy, with Pre- favorite features of its popular 404M Trucker with an antimicrobial barrier. The Triaxial Hinge is the two-needle coverstitching on hood panels, neck, cision Balancing, Variable Wall Technology and sting Mesh cap and adds Digital Camo color options standard by which all other hinged knee braces are armholes, cuffs and waistband; front pouch pockets; reducing grip. Engineered and built in the USA for to it. Check out the many other popular caps at judged. It closely simulates the natural tracking of the self-fabric cuffs and waistband; concealed seam on maximum pop and performance, the 9914-BBCOR www.pacificheadwear.com. knee joint. cuffs. www.jerzees.com is the hottest one piece bat on the market for 2015.

Holloway Skins Zamst Under Armour Socks

Crew Sock The UA Undeniable Mid Crew features ArmourDry Power Shorts moisture management, ArmourFit elevated support in key areas, a true left/right fit, strategic cushioning pro- Skins A400 Power Shorts feature a higher compres- Knee Support tecting high impact zones and ArmourBlock technol- Tenacity Pullover sion rating than the standard A400 range, which The ZK-7 is Zamst’s strongest knee support for mod- ogy to help prevent the growth of odor-causing bac- Constructed from new Agil-Knit fabric, Holloway’s Te- helps increase muscle activation and energy transfer, erate to severe sprains of the ACL, PCL, MCL and teria in the sock. The Mid-Crew silhouette provides a nacity Pullover is a go-to quarter zip. Thumbholes are enabling key muscles to work more efficiently. The LCL. The Exo-Tech QUAD technology provides four- new, reduced height to athletes who love the style of featured on contoured cuffs and infrared dot printed unique stretch and recovery of the Power Shorts way ligament support with criss-crossed and parallel the Undeniable, but would prefer a lower leg profile. dry-Excel pin-hole micromesh inserts are placed fabric keeps muscles aligned and supported during straps for effective anterior/posterior stability to the The Undeniable Mid Crew starts at $11.99 for youth along heat zones for breathability. This semi-fitted high load, high intensity activity providing increased ACL/PCL. Zamst Precision Engineered Supports sizes and $12.99 for adult. It is being initially launched top comes in Adult and Ladies’ sizes and eight clas- stability in the lower back, glutes, groin, quads and provide solutions to elite athletes for injury prevention in 6 color combinations with 15 available in the fall. sic colors. hamstrings. and post injury.

64 TEAM INSIGHT • JANUARY 2015 TEAMINSIGHTMAG.COM Headgear Caps Alpha Broder Mueller OC Sports

Self-Fit Mouthguard The Mueller Matrix, the world’s most advanced Championship Jacket self-fit mouthguard, offers optimal protection and Show your team spirit by sporting the Team 365 Cham- custom fit. Mueller Matrix is a complete line of Custom Caps pionship Jacket. Its water resistant finish keeps the custom-fit mouthguards. Different levels provide Digital Camo Caps Custom embroidered orders from Headgear Caps wearer dry and comfortable in all conditions, while the the right protection every time. Features air spac- New for 2015, OC Sports introduces an adjustable, ship in two weeks or less. Large selection of custom- Windsmart Technology provides a wind barrier fabrica- ers for maximum cushioning and multiple layers digital camo cap in team colors and white front pan- izable caps in stock: Change button color on all caps, tion for maximum wind resistance. Other features in- for superior protection. Open front palate allows els. Made of ProTech Mesh performance Q3 fabric, and the eyelet color on solid color caps without ship- clude a blank name tag label that offers personalization for superior speech and breathing. Included fitting this cap also features a black, flat visor that can be delays. 12 cap minimum. for every individual and the inclusion of mesh lining for handle makes the customization process easy and easily shaped to a curved visor if preferred. One size www.headgearcaps.com added breathability. Available in seven team colors. OPROfin technology for a comfortable, secure fit. fit most.

Uni-Sport The Game Augusta Spalding

Basketball Wheel House Jersey Innovative two-tone ZK Microfiber composite leather Augusta Sportswear’s NEW Wheel House Jersey cover contains the nonwoven backing with a fiber Transfers (style 1650/1651) is made with our all-new Action size of 1-2 microns denier providing excellent soft- QUIK-STIK transfers by Uni-Sport. When event, Tex fabric. It’s breathable & wicks moisture & has ness and responsiveness. This Spalding exclusive school or sponsor-specific branding is required our Boonie Cap a subtle finish for visual interest. It has pinhole material gives the player a soft touch and dry-tacky self-applied transfer is your solution. Garments, back- The Ultra Light Boonie cap from The Game offers mesh inserts, & the buttons are spaced for easy hand feel. The second to none durability with superior packs, gear bags etc. Durable yet removable let your UV30 sun protection. It is available in 13 colors with embellishment. It comes in adult & youth sizes & dry grip feature makes TF-1000 Classic an ultimate imagination run wild. a six-piece minimum with embroidery. 10 colorways! institutional indoor game ball.

TAG NOT IT HOOPS HEAVEN CUSTOM CAPS Buying Group Exits Basketball Finds Its Niche PERFORMANCE ANXIETY Headwear Gets Personal ADVERTISER INDEX JANUARY 2015 The Apparel Category Expands FORMULA4MEDIA YEARS STRONG

A4 ...... 52, 68 Pacific Headwear ...... 30 Adidas ...... 16, 17 Porter ...... 44 Alleson Athletic ...... 49 Portolite Products ...... 22 Alpha Broder ...... 15 Pukka ...... 29 And 1 ...... 7 Richardson Cap ...... 35 Augusta Sportswear ...... 3 Russell Athletic ...... 38, 39 Bownet ...... 37 Sanmar ...... 45 HARDBALL! Flexfit ...... 33 Shirts and Skins ...... 42 Game ...... 32 Shock Doctor ...... 57 Headgear ...... 34 Sisu Mouthguards ...... 59 High Five ...... 25 Skins ...... 11 BASEBALL IS WORKING Holloway ...... 5 Stahls’ ...... 6 TO RETAIN ITS POSITION Jerzees ...... 9 Teamwork Athletic ...... 21 AS AMERICA’S PASTIME McDavid ...... 41 Under Armour ...... 2 JANUARY 2015 OC Sports ...... 31 Under Armour Socks ...... 67 Old Hickory ...... 23 Uni-Sport ...... 13 Archive issues are now available on our website. Follow Team Insight on facebook. OrderMyGear.com...... 61 TEAMINSIGHTMAGCOMsFACEBOOKCOMTEAMINSIGHT

TEAMINSIGHTMAG.COM JANUARY 2015 • TEAM INSIGHT 65 TEAM » END ZONE

DAVID VILLA has made since embarking in JERMAINE JONES 2004 on its move to establish a national footprint. “We intend to accelerate our pace of growth through new organic programs and via strategic acquisition,” he says, pointing out that the company has added more than 120 sales professionals in the last 12 months.

Pro Feet Feted Pro Feet was recently named Alamance Community College’s 2014 Business Partner of the Year by the ACC Foundation for its outstanding support to students and graduates. To qualify for this award, a business partner must support the college NYFC In Deal With Adidas in volunteers provided to ACC, New York City FC, the new provide opportunities for current Major League Soccer (MLS) ACC students such as co-ops franchise, has teamed with and clinical sites, hire a number Adidas as an Official Partner. of ACC graduates and remain Adidas will manufacture the involved in philanthropic New York City FC first team support of the ACC Foundation uniform, to be worn during their and ACC. inaugural season in MLS, and will also provide the team and Zamst and Curry Extend coaching staff with full training Zamst, the maker of high- kit and a range of leisurewear. performance sports protective The club’s home jersey equipment, has extended its features a clean, classic look in worldwide endorsement deal iconic City Blue, with white and with basketball star Stephen Jones Joins Under Armour dark blue detailing. The jersey Curry. Curry, who has battled Under Armour has added U.S. national soccer team player Jermaine Jones features the club’s badge, chosen persistent ankle injuries, to its roster of athletes. Jones is expected to help raise Under Armour’s soccer by fans, which is inspired by continues to wear the Zamst profile in the U.S. He wore the UA ClutchFit Force FG in Major League Soccer the old New York City subway A2-DX ankle braces this season. last season and in international competitions. Jones, who was a standout for the token. The last version of the U.S. team at the World Cup in Brazil, now plays for the New England Revolution token had a cut-out pentagon STEPHEN CURRY in MLS. in the center representing the five boroughs, similar to what apparel. The attendees viewed appears on either side of the Link Piazzo, 95 samples and had a chance to see monogram, to reinforce the Link Piazzo, a member of the equipment in action making a club’s connection to the entire Sporting Goods Industry Hall of shirt using their own artwork. city. Fame who served as chairman of The new San Antonio office is the NSGA Board of Directors in located at 14855 Blanco Road, BSN Buys Todd & Moore 1962, passed away in November San Antonio, TX 78216. In its latest move towards in his hometown of Reno, NV. becoming a true national He was 95. Piazzo was inducted Kwik Goal Partners network, BSN Sports recently into the Hall of Fame in 1991 With US Soccer Foundation acquired Todd & Moore in recognition of a career that The U.S. Soccer Foundation, Sporting Goods Team Sales began in 1938 when he and the major charitable arm of Division, based in Columbia, his brother Chet opened The soccer in the United States, SC. Todd & Moore, in business Sportsman, Inc. has entered into a two-year since 1944, serves the team corporate partnership with business throughout South Stahls’ Opens Location Kwik Goal. Carolina and it will continue Visitors to the grand opening The two organizations will to operate its retail store in of Stahls’ San Antonio sales and combine to bring the game of downtown Columbia. education office last fall had soccer to children in urban, According to Adam an opportunity to learn about underserved communities who Blumenfeld, CEO of BSN, eight decorating processes and don’t have the resources to play the purchase marks the 27th techniques as well as see the and therefore receive the sport’s team dealer acquisition BSN latest in SanMar’s line of blank health and social benefits. O

66 TEAM INSIGHT • JANUARY 2015 TEAMINSIGHTMAG.COM