TOPPING IT OFF SOCCER BATTLE IN THE SHADE GETTING PROTECTIVE Headwear Trends Brands Vie for Dollars Sunglass Technology 12 Hot New Products

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Editor-in-Chief Cara Griffin [email protected] sportsinsightmag.com facebook.com/sportsinsight twitter.com/sports_insight 8 Senior Editor Bob McGee IN THE MARKET [email protected] Soccer biz battle; Art Director Affordable Care Act Francis Klaess JULY update; plus more Associate Art Director Mary McGann industry analysis. Contributors Jennifer Ernst Beaudry Suzanne Blecher 24 Michael Jacobsen AUGUST15 Nancy Ruhling FOOTWEAR Tim Sitek Athleisure and Publisher Jeff Gruenhut casual trends are [email protected] driving footwear 404-467-9980 sales at retail. Advertising Beth Gordon [email protected] 28 949-293-1378 Troy Leonard OUTDOOR IMPACT [email protected] 352-624-1561 How the new urban, athletic consumer is Jeff Nott [email protected] impacting outdoor 516-305-4711

apparel trends. Sam Selvaggio [email protected] 212-398-5021 34 Production Brandon Christie HYDRATION 516-305-4712 Five fast facts: The [email protected] “need to knows” of Subscriptions the hydration business. store.formula4media.com Business Manager Marianna Rukhvarger 516-305-4709 36 [email protected] HEADWEAR Promotion Director Christina Henderson Active outdoor cap 516-305-4710 styles focus on [email protected] lightweight protection. 40

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TIME OUT | MARK SULLIVAN

The Votes Are In

s I sit and write this, Americans Petco, Whole Foods and Target are all pretty smart guys are tremendously concerned and they’ve all started to do this. Small stores allow these about voting in an important retailers to open stores in different locations and offer race that affects all readers consumers a different type of shopping experience. I will of this magazine. I am sure always opt to shop in a smaller store if given the option and many of you are thinking about these stores are smart to offer shoppers that choice. the presidential primaries Worst Kept Secret: Academy Going Public. Maybe they for next year, but the voting can help Wall Street understand sporting goods retailing that is stirring conversations (and maybe the Mets will play in the World Series this Fall). throughout the sports world Most Improved Player Award: Omni-Channel Experience. is the fact that the fans of the Kansas City Royals have After years of talking about it, stores are actually executing Overall, I’d Astuffed the ballot box and all their players will represent the on this. Special props to Dick’s and Finish Line. This also give retail a American League in the All-Star Game in Cincinnati. shows that good store managers, especially in stores like solid B for I love enthusiastic fans, and I like the Royals, too. The Finish Line, can really make a difference. the first half Sullivan family all jumped on the bandwagon last fall and Retail Question of the Year: Why are my vendor partners of 2015 and my kids developed a special affection for Eric Hosmer. But aggressively selling direct? This has been going on for a I’d like to see a little diversity in that American league line- while. The big difference is the brands are getting really that’s an ex- up. It would be nice to see an Angel, a Tiger, maybe even a good at it. The answer, of course, is M-O-N-E-Y. They can cellent grade Seattle Mariner. While Commissioner Rob Manfred figures get long margins and secure the sale. I understand that considering... out what to do, I thought I’d weigh in with my own retail All- completely. But is there a role for retailers in this equation? Star ballot at the mid-way point of 2015. If not, you’ll see more store closures at all levels. Now the retail season is a lot like the baseball season. Overall, I’d give retail a solid B for the first half of 2015 You want a good Spring and you want to battle through the and that’s an excellent grade considering store execs have dog days of August, but you really want to win in the Fall. had to battle balky consumer confidence and a crazy Here are my votes for retail all-stars and a few thoughts environment that includes extremely tough competition at about the fall. all levels, which includes brands selling direct. The Tough Medicine All-Star Award has got to go to The Mid-Season all-star voting is fun. But like baseball fans all Gap. Closing all those stores had to be a tough decision, over, I eagerly await the winners this fall. O but it was absolutely the right move. There are too many stores in the United States. The Gap just admitted it. If other major stores followed suit, we’d all be better off, except the landlords and mall owners and who really cares about them anyway. Trend of the Year: Smaller Stores. The guys who run

Ten Years of Formula4 Media Ten years ago, we founded Formula4 Media. In that time, we’ve published more than 250 magazines, 200 newsletters and produced 20 trade shows. Thanks to all of our sponsors, advertisers and readers. We appreciate your support and we eagerly look forward to the next decade. O

Left to right: Jeff Nott, Troy Leonard, Jeff Gruenhut, Mark Sullivan.

6 • Sports Insight ~ July/August 2015 sportsinsightmag.com

IN THE MARKET

Battle for the Bronze

Nike HypervenomX.

Adidas X15. New Balance Furon. Puma Arsenal jersey.

ar from the courtrooms, In the U.S., NPD says soccer is according to Statista, in Arsenal be controlled.” The fragmented boardrooms and law outperforming a number of other and Liverpool. The Cat commenced and lightweight design of the boot offices where the alleged sports as it has made gains in the second year of its Arsenal part- includes a compression fit around FIFA scandal continues popularity across genders and nership with a live stadium show in the ankle from a Techfit collar and to play out, New Balance age groups. Team soccer footwear London last month. an X-Claw lightweight base. and Puma are working sales rose 15 percent in 2014 to New Balance isn’t entirely new Nike, citing small-sided football Fhard to establish stronger toeholds $345.9 million, according to new to soccer. The company’s Warrior (five-a side) as the form of in the global soccer market domi- research published by the Sports Sports subsidiary previously had soccer where young players are nated by Adidas and Nike. & Fitness Industry Association. a six-year contract with Liverpool, introduced to the game and where In the Cat’s case, the renewed Meanwhile, soccer shoe sales grew the Premier League club owned by soccer effort is about strengthen- 14 percent in March compared to Boston Red Sox owner John Henry. ing an estimated seven percent a two percent increase in March And in mid-May, New Balance share of the $8 billion global 2014. On the apparel side, the unveiled its first Liverpool FC kit, soccer equipment segment. For research firm contends fan wear, which incorporates a moisture- $ New Balance, establishing any particularly kits from well-estab- wicking fabric and mesh paneling 1.05B position in soccer can do more lished global football clubs, is driv- under the arms. Amount Adidas will pay for the 109-year-old brand than ing sales growth that spiked 57 per- From a product perspective, Man United to be its kit provider. merely land the “N” on pitches cent year-over-year in March. And soccer boots continue to get more from Liverpool to Los Angeles. in August, the most valuable soccer tech-savvy and fashion-forward. their respective style emerges, Acceptance in soccer, whether brand worldwide, Manchester Adidas, perhaps hearing has added the HypervenomX it’s in the U.S. or Costa Rica, could United, switches to Adidas as its kit footsteps, recently announced to its soccer boot family that expose scores of new consumers to the scrapping of its F50, Predator, also includes the Magista and the New Balance brand. 11pro and Nitrocharge boot silos MercurialX. The HypervenomX is Clearly, there are sales and Soccer Outperforms +57% in favor of two styles focused on the first Nike soccer boot to mix profits for Kering-owned Puma Most Sports “control” and “chaos.” a Flyknit collar with an enhanced and New Balance to take, even Over the next five years, the mesh upper. The style, available in if they are unable to match the company intends to grow its both indoor court and turf versions marketing budgets or penetrate +15% +14% business at a mid-single digit rate with outsoles that cater to the the dominant segment positions through the creation of soccer relevant surface, is said to “merge of their larger, more deeply Team Soccer Soccer Soccer destinations in key cities, the Nike’s pinnacle boot technology Footwear Boot Apparel entrenched rivals in Nike and Sales Growth 2014 Sales Growth 3/14 Sales Growth 2014 establishment of permanent, with design elements unique to Adidas, who respectively own seasonal or event-driven grassroots small-sided football.” 29 percent and 36 percent of the provider in a 10-year deal valued programs and player adoption of a Not to be outdone in eye- global soccer business. An esti- at more than $1.05 billion. In April, revamped product line. appeal, Puma recently introduced mated 29 percent of the world- Adidas extended its relationship The Three Stripes has designed a graphic, performance soccer wide soccer equipment market, or with Bayern Munich until 2030 in a the ACE15 for control, using a 3D boot – evoSpeed 1.3 – with a bold more than $2.3 billion, according deal worth $65.5 million a season. material with grippy EVA on the graphic upper of a sea pine and red to recent research published by Puma and New Balance have upper and a new stud configuration Japanese dragon. The company is PR Marketing, is owned by brands official kit/branding contracts with on the outsole. Meanwhile, Adi’s adding training apparel, goalkeeper other than Adidas, Nike, Puma or the world’s seventh- and eighth- new X15 has been constructed for gloves and other accessories to the upstart New Balance. most valuable soccer clubs in 2015, soccer “players who can never graphic collection. – Bob McGee

8 • Sports Insight ~ July/August 2015 sportsinsightmag.com

IN THE MARKET

Dick’s/Field & Stream Combo Stores Rolling Out New Stores Will Enable Cross-Shopping Between the Two Formats.

e-commerce business, which and average ticket. Merchandise Dick’s plans to ramp up its Field & Stream stores continues to grow at a rapid rate margins, meanwhile, are projected and is launching some combination storefronts. and accounted for 8.5 percent to expand in the second quarter of first quarter revenues, or due to a favorable comparison approximately $133 million, versus from the prior year’s promotional 7.0 percent or $100.7 million environment. Among specific in the year-ago period. That 32 categories, hunting is expected to percent sales growth rate was be flat for the rest of the year before solid enough to land the retailer starting to grow again in 2016. And at 70th on Internet Retailer’s Top golf, although remaining a difficult 500 ranking and was touted as business, generated close to flat twice the industry average. Dick’s comparable sales in the first quarter says it remains on track to put and the category’s “stabilization” its e-commerce business on its continued at the start of the second quarter as the sport’s young PGA GROWING AT A RAPID RATE: Tour players and their match play Dicks e-commerce has created some excitement for the sport. ick’s Sporting Goods nine Field & Stream doors this $133M “There is some pent-up demand plans to open four fiscal year, predominantly in the (in golf),” says Ed Stack, Dick’s CEO. Dick’s/Field & Stream Eastern U.S. from North Carolina $100M “But it is way too early to tell what combination stores northward. As its F&S business will happen. I don’t know if it’s going by the end of 2015, develops, the retailer intends to Q1 ‘15 Q1 ‘14 to continue, but we were pleased including a first drive more of its outdoor, hunting, with April and May to date.” Din Mobile, AL and another in fishing and camping business to own platform by January 2017, On the broader spectrum, Dick’s Columbus, OH. Dick’s management, the banner and use more floor eventually allowing the segment to expects to see margins rebound in in discussing the strategy during the space in Dick’s locations for become more profitable than its the second quarter from the first retailer’s first quarter earnings call, higher-margin, higher-turning brick-and-mortar stores. period’s promotional cadence, said the combo stores will enable merchandise categories such as Overall, the 612-store Dick’s in a trend that will likely see cross-shopping between the two women’s, kids’ and team sports. chain has seen sales trends the retailer “gain back what we formats via an in-store entranceway. Beyond Field & Stream, Dick’s improve notably since February gave back in margin in Q1” in the Overall, the retailer intends to open is bullish about the future of its with increases in both traffic second half. – Bob McGee

Academy Sports + Outdoors Likely Prepping for IPO

cademy Sports + Academy has grown its store count Outdoors, the nearly Academy has revenues approaching $3.7 billion. by 50 percent and nearly doubled 200-door chain that its cash flow from operations, the has been controlled company reported. He will remain by investment in his executive posts until his house KKR since successor is named and intends 2006,A continues to take steps that to continue as an investor in the point to an eventual initial public company, he says. offering by early 2016. Academy, Meanwhile, Morgan Stanley which operates the majority of its led a syndicate that helped the doors in the southeast U.S., was the retailer launch a seven-year, fifth-largest retailer worldwide in $1.825 billion refinancing that the category last year with annual included a covenant that lowers revenues approaching $3.7 billion. the interest rate a quarter of All global sporting goods retailers one percent on the package bigger than it in dollar sales volume if Academy files for an IPO. are publicly traded with the investors. Of course, financial and adjacent six-story garage, Proceeds from the term loan, exception of Springfield, MO-based details on the chain will be made recently refinanced more than $1.8 combined with $120 million of Bass Pro Shops. In the first quarter, public in any S-1 filing. billion in debt and announced it cash on hand and $100 million Academy reportedly generated a The Katy, TX-based company, was searching for a new president drawn on a revolving loan will comparable store sales increase which began an expansion of its and CEO to replace Rodney enable the retailer to refinance its and 17 percent adjusted EBITDA corporate campus last year with Faldyn. During Faldyn’s nine years, debt load and make a $200 million growth, it disclosed to its private a new 200,000-square-foot facility including the last four as CEO, payout to KKR. O

10 • Sports Insight ~ July/August 2015 sportsinsightmag.com Turn your driveway into an arena with the portable Spalding® Hercules® system. Built solid for competitive play with a height-adjustable lift system and Pro Slam™ breakaway rim, it’s made to stand up to your dreams.

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©2015 NBA Properties, Inc. All Rights Reserved. The Spalding® trademark is owned by Russell Brands, LLC or its affiliate. See our Privacy Policies. © 2015 Russell Brands, LLC. All rights reserved. IN THE MARKET

Nike Focusing in on Digital, Women’s and Running Footwear Leader Looks to Further Expand its Reach in Key Categories.

oming off a fiscal year Women’s: Nike brand women’s fourth quarter, but it’s expected where total revenues sales increased 15 percent in to take a couple of quarters rose 10 percent to fiscal 15 to more than $5.7 billion, before product flow returns to $30.6 billion for the with wholesale women’s training normal. Nike said North American period ended May revenues spiking 12 percent higher inventory levels would likely be 31, Nike is promising to almost $1.28 billion. The women’s “somewhat elevated” through Cmore growth ahead. The Swoosh segment is growing at a faster rate November as it rebalances supply is banking heavily on digital/ than men’s on Nike.com as the and demand. Meanwhile, the direct-to-consumer, running and company accelerates plans to roll likely eventual passage of the women’s to bolster its fortunes out more shop-in-shops with key Trans-Pacific Partnership free in 2016, where total revenues retail partners. The ongoing product trade agreement would give Nike are forecast to increase in the focus is zeroed in on bringing duty-relief that could be funneled mid-single digits. Among key innovation and style together. Nike into local manufacturing over takeaways from Nike’s fourth debuted its “Better For It” marketing time, particularly in the area of quarter and year-end earnings initiative in the fourth quarter that customization. – Bob McGee The women’s business is a big focus for Nike. conference call: snared 18 million online views in Pictured here, members of the U.S. Women’s first two months. National Soccer team. Digital/Direct-to-Consumer: Phil Knight to Step Down “Digital is an accelerator of growth Running: Category sales increased that is shaping everything we five percent (nine percent in Nike chairman Phil Knight has do,” said Mark Parker, president constant currency) for the year to announced plans to step down as company chairman. Knight, MORE GROWTH AHEAD and CEO. “We are building deep nearly $4.9 billion, bolstered by connections to consumers with strong double-digit growth in the 77, co-founded the company with digital services and communities fourth quarter in most regions, University of Oregon track coach to drive rapid expansion of our including North America. Parker is Bob Bowerman in 1964. They e-commerce business.” particularly bullish on the brand’s turned a business selling shoes out Part of that effort recently running apparel direction, calling of the back of a car into the world's has included the launch of a the segment’s “innovation pipeline” most valuable sports brand. Knight Nike Women’s Instagram shop as “incredibly strong” leading up to said he wants Nike president and 10% tool that allows users to click the Summer Olympics in Rio, Brazil. CEO Mark Parker, who has held a photo and be taken directly those positions since 2006, to to nike.com product pages and Basketball: Fiscal 2015 revenues succeed him. No specific date curated product collections rose 19 percent (21 percent in was set for Knight's departure, (FISCAL YEAR REVENUES $30.6B) through Twitter. constant currency) to $3.72 billion though he said he plans to stay Nike’s DTC revenues rose 25 on strong sell-throughs of numerous involved in the business. His son percent in fiscal 2015 to more than styles, including the LeBron 12 and Travis Knight has been named to $6.63 billion. Nike.com revenues Air Jordan XX9. the Nike Board of Directors. Nike rose 55 percent for the fiscal year Inc. said it expects to name a on higher traffic and conversion to West Coast Ports/TPP: Product new chairman in 2016. surpass the $1 billion mark. flows began to normalize in the

Puma Strengthens Bond with Cuba

THE CAT HAS DEEPENED ITS RELATIONSHIP WITH CUBAN SPORTS, signing a deal with the Cuban Olympic Committee that will have the country’s athletes wear Puma apparel and footwear in the 2015 Pan American Games in Toronto and 2016 Summer Olympics in Rio, Brazil. Earlier, Puma forged partnerships with the Cuban Boxing and Volleyball federations and a number of the nation’s top athletes. The endorser roster ranges from boxers Roniel Iglesias Sotolongo and Erislandy Savon to world medalist jumpers Pedro Pichardo and Yarisley Silva. Puma will utilize the Cuban boxing scene as a key focus in a global brand marketing campaign in August and September as the brand aims to expand and strengthen its presence in the training category. “Partnering with the Cuban Olympic Association and various sports federations brings great value to the brand,” says Adam Petrick, Puma’s global director of brand marketing. “The game-changing attitudes the Cuban athletes embody fit perfectly within the Puma portfolio.” O

12 • Sports Insight ~ July/August 2015 sportsinsightmag.com

IN THE MARKET

Champs, UA Launch Armoury Rawlings Exits Football, Will Focus On Baseball and Softball Initiative

awlings is exiting the simultaneous with Rawlings’ football helmet busi- decision to exit the football ness. Jarden-owned helmet business again after Rawlings, which is five seasons. The company R the official baseball will continue to service that and helmet of Major League business, largely targeted at Baseball, says it will instead be high schools and colleges, putting more resources behind as it sells down its remaining diamond sports both in the 2000 helmets in inventory. But U.S. and Japan. Rawlings is ceasing production “We have deep roots in the of its Made in the USA helmets sport of baseball and a lot in Washington, MO. The more runway there,” Mike company has confirmed that Thompson, EVP of marketing its decision to abandon the for Rawlings, tells Sports football helmet segment was Insight. “It comes down to unrelated to a January patent resources and our opportunity infringement suit filed against MALL-BASED RETAILER CHAMPS SPORTS IS COLLABORATING WITH UNDER ARMOUR costs are better in that sport... it by rival Riddell. Rawlings to launch The Armoury at Champs Sports, a premium store-within-a-store concept. We are very comfortable in the will continue to sell football The first Armoury location opened in late June in The Mall in Columbia in Columbia, baseball space.” apparel and inflatables. MD, right in the backyard of Under Armour’s Baltimore headquarters. The Armoury at Thompson confirmed that Rawlings’ departure leaves Champs Sports showcases Under Armour’s most innovative footwear, apparel and Rawlings is staffing up its Riddell, Schutt and Xenith as accessories. Consumers can also get access to exclusive Under Armour product baseball department. Rawlings the remaining football helmet and athlete appearances. “The Armoury at Champs Sports gives us the opportunity will roll out a collection of brands. Rawlings was able to to showcase the breadth of Under Armour’s product line and tell its story in a single, baseball bats for the high grab some attention during its school player in 2016 as it five years when it introduced cohesive context,” says Bryon Milburn, president and CEO of Champs Sports. “This is also aims to further expand its eight helmets in its first three a pinnacle collaboration for Under Armour as we unveil our newest retail presence presence in Japan. seasons and eventually grew with Champs Sports,” says Matt Mirchin, president, North America at Under Armour. The increased focus its market share to a reported “The Armoury at Champs Sports will deliver a unique and fully immersive Under Armour on baseball/softball is nine percent in 2013. O experience for consumers and brand fans that will continue to drive our mission.” O Fitbit Eyes Acquisitions After IPO

The dominant fitness tracker PRACTICE JERSEY brand is off and running on Wall Street and looking for more. Fitbit’s June 18 initial public offering raised nearly $732 million, nearly equaling * the company’s 2014 revenues AS LOW AS of $745 million, and giving it a valuation of about $6 billion. Next up for Fitbit, according $6.35 to the company’s senior ups that will assist Fitbit users to executives, is an acquisition “achieve their goals.” strategy using funds from its Now that it has publicly traded $448 million in IPO proceeds. stock, Fitbit is also in a race, with Already, Fitbit, which wants to its market dominant 68 percent expand its brand into the broader share, to expand its top and health and fitness market, has bottom lines and stay one step

N4139/NB4139 Adult: M, L/XL, 2XL, 3XL, 4XL acquired FitStar, an app that ahead of its rivals. That growth Youth: XS, S/M, L/XL, 2XL, specializes in creating customized strategy may become increasingly • 100% Polyester heavy football mesh, 5.3 ounces per square yard exercise programs around a important as the category’s • Cowl 100% Polyester mesh • Double-layer cowl user’s activity history. FitStar users momentum shift towards more • Moisture Wicking, Odor Resistant, Stain Release • Reinforced cover seam finish will be able to publish workouts smart wearables capable of immediately to the Fitbit app. running third-party apps, forecast Fitbit CFO Bill Zerella confirmed to be the market segment that the company’s aim is to snap leader in 2016, according to up more fitness-focused start- International Data Corp. O

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14 • Sports Insight ~ July/August 2015 sportsinsightmag.com

IN THE MARKET

From Combat Boots to Accessories Dream Becomes Reality for Entrepreneur and Bani Band Becomes a Hot Item.

(pronounced “Bonnie Band”) into partnering with universities, and began to produce and sell it Hanson had the opportunity alongside their other athletic wear. to partner with Operation Hat The first Bani Band was a Trick, an organization that helps velvet-backed model. The design wounded veterans through the hasn’t changed much since then, sale of branded merchandise. but the line has expanded to “As a veteran, partnering with include a Bantek (wide wicking OHT was a no-brainer,” says with adjustable strap), Tie (wider Hanson. “I’ve seen firsthand how sweat wicking, reversible, team returning service members need colors and adjustable) and Stretch assistance that the government headbands. Bani Bands range in is not providing. OHT helps to price from $9.99 to $19.99. fill that hole. They primarily help The Bani Band is now the main focus of the company. “People “We are innovators, not love our headbands,” says followers, so we started Hanson. “The number of repeat looking for new markets customers we have is a huge where our style headband testimonial to how well our brand didn’t exist yet.” Bani Band has has been received.” a licensing deal RENEE HANSON, OWNER, VERTICAL ATHLETICS with MLB. Bani Bands are now sold across the U.S. and in 12 countries. They are also being sold at baseball fund other organizations that are hen Renee her sister Bonnie spotted a cool- stadiums across the country. serving veteran’s needs. It makes Hanson left the looking headband. “By 2011 the word had gotten me feel great knowing that I’m military, she “Late in 2008, my sister Bonnie out on how great a velvet-backed giving back to people who have knew exactly and I saw a different headband headband worked, so competition given so much.” what she wanted that had a velvet lining, but they started springing up across the Hanson decided to pursue to do: She didn’t fit my big head,” she says. country,” Hanson says. “We are collegiate licensing alongside Wwanted to start a clothing line. “So, just like we made yoga pants innovators, not followers, so we Operation Hat Trick. The team In 2008, that dream became a longer to fit us tall gals, we started started looking for new markets was able to net a licensing deal reality when she started Vertical making headbands that were where our style headband didn’t with 21 colleges and universities. Athletics. Initially, the company adjustable to fit all head sizes.” exist yet.” It went into effect this past spring. focused on creating athletic Once the company perfected Bani Bands’ MLB success led Bani Bands is also expanding apparel for tall women, but that its adjustable-fit headband, Hanson to look into collegiate into making custom key fobs, all changed when Hanson and they dubbed it the Bani Band licensing. While she was looking lanyards and small wristlets. O

DonJoy Performance Products Hit Retail

DJO GLOBAL, A PROVIDER OF MEDICAL DEVICE SOLUTIONS, HAS LAUNCHED a consumer product line, DonJoy Performance, available online and in select retailers nationwide. The DonJoy Performance offerings include a line of sports medicine products designed to keep athletes in the game and prevent injuries. The line-up of products includes Bionic, its most stable line featuring bilateral polycentric hinges to fully stabilize the respective joint against lateral forces; Webtech, a patented silicone web technology that surrounds and suspends the knee joint; Trizone, which tar- gets the calf, knee, ankle and elbow and com- bines compression and bracing in one sleeve; Proform, designed to deliver performance through compression, support, improved heat retention and increased circulation/oxygen- ation; and Defender Skin, which is engineered and customizable adhesive second skin, designed to defend the body against cuts, scrapes, turf burns and bruising. The products range in price from $20-$100. O

16 • Sports Insight ~ July/August 2015 sportsinsightmag.com

ISSUES

What the Affordable Care Act Means to Small Businesses Retailers and Vendors Need to Know What the Recent Obamacare Ruling Means.

First, it should be understood that a 50 percent reduction in their the ACA’s taxes and tax credits are share of the cost of employee based on the number of full-time health insurance premiums. equivalent employees (FTE) and Employers with fewer than 25 their average annual wages, not FTEs, paying average annual solely on the number of full-time wages below $50,000, qualify employees. Seasonal employees, for tax credits to help pay contractors and business owners employee healthcare premiums. don’t count toward the total. Employers with 10 or fewer full- time employees, paying annual The Downside average wages of $25,000 or Other than the sharply escalating less, qualify for the maximum costs, every retailer should be credit of 50 percent. The aware of the ACA’s downside. amount employers do pay is tax Much of the negative impact of deductible and can be carried the looming Employer Mandate forward or backward. stemmed from employers • Employers can offer more and reportedly cutting hours. Although better quality benefits. In fact, the negative side effects of the ACA because small businesses are are very real for some businesses, able to shop for group health some of the earlier radical claims plans on their State’s Health were over-dramatized and used as a Insurance Marketplace via the political talking point. SHOP, a small business now has Of those that are required to the same buying power as larger comply, only truly large businesses firms. Along with tax credits that don’t currently offer benefits and increased buying power, and employ many low-wage full-time many dealers may now be able workers, face truly hard decisions. to provide benefits to their By Mark Battersby Those businesses offering higher employees. wages typically already provide • Retroactive to January 1, he U.S. Supreme Court benefits, while smaller businesses 2014, and through at least 2015, has ruled the tax (with between 100 and 50 FTE) will two percent shareholders in subsidies for health benefit greatly from not owing the a sporting goods business insurance provided by fee on the first 30 employees. So, operating as an S Corporation the federal government a business with 100 FTE and 60 can receive reimbursement for What can any to citizens in the 34 full-time workers will only owe the their individual health insurance statesT that have not established the fee for 30 employees, assuming, of premiums. Even better, the S sporting goods health insurance marketplaces or course, that they currently insure Corporation will not be subject dealer, business exchanges were legal. That means no full-time employees. to the excise tax penalty if it some six million people, including correctly includes the health owner or the nearly 3.5 million people in The Upside insurance premiums on the two manager do to small-business plans and small It’s safe to say the smaller the percent shareholders’ W-2. business owners, self-employed businesses the better the tax The two percent shareholder keep healthcare professionals and early retirees who breaks. After all, the ACA provides must report the income as costs manageable depend on subsidized health care small sporting goods businesses wages, but will be allowed to while complying costs, will continue to receive them. with affordable insurance options, take a self-employed health cost assistance and increased insurance deduction. the ACA’s The ACA Today buying power via the Small Busi- • Last year, many small employers updated and ever- The Affordable Care Act (ACA) ness Health Options Program were shocked to learn that provides sporting goods dealers and (SHOP). Small businesses with employee payment plans, under changing rules? businesses with insurance options, fewer than 50 FTE employees can which they reimbursed employees increased buying power via the use the SHOP to get better deals for the cost of obtaining individual government sponsored marketplace on employee insurance, but aren’t health insurance, violated the ACA — and a lot of paperwork. What mandated to do so. rules, and they risked a $100-per- can any sporting goods retailer, Consider a few of the ACA’s day-per-affected-employee excise business owner or manager do to other benefits and applicable tax if they continued using the keep healthcare costs manageable rules: arrangements. The IRS recently while complying the ACA’s updated • Small sporting goods dealers and provided guidance that clears up and ever-changing rules? businesses can see as much as some of the earlier confusion. O

18 • Sports Insight ~ July/August 2015 sportsinsightmag.com

RETAIL STRATEGY

Staff Training: It’s a Matter of Survival At The End of the Day, An Investment in Training Will Actually Save You Money.

that has to be addressed. Having share their new knowledge with people to assist customers is customers. Good vendor partners the advantage stores have over will see the value. online retail, and often customers • Have a core group of trained are disappointed. full-time employees. Use them to Today’s shoppers do extensive train the others. Hiring part-time research online before they make a people saves on benefit costs and major purchase. It is a big problem can be more flexible to schedule, when they are more informed but they may not be as loyal to than the sales staff they contact the company. for help. If a customer feels he • Calculate what the real cost is is getting good information and to hire and train a new employee. assistance, they will, in most cases, After you see how high that buy the product from the retail cost is you will work to not turn store even if the price is a little employees over as much. higher than an online retailer. If • Let your staff use Smartphones they get no service the sale will or tablets on the sales floor to just go to an online retailer. access vendor web sites or scan The two main training methods QR codes on products to answer used are online or video training, questions for customers. The staff and in-store or onsite product will learn more and the customer clinics. You have to use both. will feel better about getting good The video training can help new information, rather than listening employees get up to speed and to a clerk who is just guessing. give them some basic product Many sports and outdoor stores knowledge. The in-store clinic turn over store employees two or or onsite demos are the most more times a year. That means effective where the staff can ask if a store has a basic staff of 50, questions or try out the products. they have to hire over 100 people By Ron Menconi The issue with both is that they a year! take time off the sales floor and the Some of the benefits from ost sports retailers employee needs to be paid during investing in a well trained staff are: have internal this training. • Having more confidence and battles between Here are some ideas to help make feeling good about the job they are the merchandise the most of your training: doing. division and the • Never put someone out on the • Pride in being able to give expert store operations sales floor until they have the advice. Today’s shoppers Mdivision. Store managers say that basics down on product knowledge • Seeing an increase in your for the most part, the buyers don’t purchase the and customer service. They will do average sale. right product, never give them you more harm than good. • A trained employee is more likely do extensive enough of the key items or send • Test staff to make sure they to become a veteran employee and research online them too much ad merchandise. understand the basics on the want to advance. Buyers say the stores don’t products they sell, and make • Customers asking for specific before they make display the product as directed, passing each level a requirement staff members who gave them a major purchase. and the staff does not know how before they get a raise. great service. It is a big problem to sell due to lack of training • If someone is a great sales person • Return customers and great Product knowledge training of with extensive knowledge, don’t word-of-mouth advertising. when they are store staff is a line item on the wait to pay them more. Take them Bottom line: A focus on training more informed than profit and loss statement that is up to the higher pay scale. will actually reduce your costs by always a bone of contention. It • Ask vendors to help offset the lowering your staff turnover. O the sales staff they is hard to justify spending the cost of and assist in training. My contact for help. money to train staff when there team gave regional training off Ron Menconi was site, either at a meeting hall for SVP-merchandise is not an accurate way to show and marketing for there is a true return on the footwear and apparel, or in the G.I. Joe’s for more investment. Too often training, as field, for fishing, archery, camping, than 10 years. He is currently president of a variable expense, gets cut from team sports, or snow and water Menconi Consulting, the budget. sports. The staff will learn more which works within the sports and If brick-and-mortar stores are at these than any online training, outdoor industries at going to survive this is an area and will be excited to go back to retail and wholesale.

20 • Sports Insight ~ July/August 2015 sportsinsightmag.com © 2015 adidas America, Inc. adidas, the 3-Bars logo and the 3-Stripes mark are registered trademarks of the adidas Group. trademarks of registered © 2015 adidas America, Inc. adidas, the 3-Bars logo and 3-Stripes mark are

All-weather Performance. Active Style. Be prepared for the journey, wherever your destination. adidas winter performance gloves.

Saranac / [email protected] / 800.727.2622 RESEARCH

Sporting Goods Shopper Behavior Explored in NSGA Study Association’s Shoppers Playbook Offers Insight into How People Buy.

Despite some hether an A variety of methodologies physical stores is the ability organization involving qualitative and to interact with products by naysayers, physical is trying to quantitative research were used touching and feeling them. With stores are not acquire new inside and outside of the retail respect to this, two fundamental customers, store to capture key insights. opportunities are being missed by headed towards retain existing The study results point toward many retailers. extinction any time Wones, or win back lost customers, an overall positive story for the In the study, many instances of soon. This does not understanding the shopper’s industry — shoppers typically enjoy frustrated shoppers not being able path to purchase (also called their experiences with sporting to access products while in-store mean, however, the purchase journey) from the goods retailers (both in-store were captured first hand. Some rea- that retailers with initial need or desire for a product and online). However, through sons included products being mer- through the post-purchase identification of four stages to the chandised too high to be reached, physical stores attitudes is a critical underpinning sporting goods shopper’s path to objects (such as ladders) blocking have nothing to for identifying potential growth purchase and six key behaviors access to products of interest, and opportunities. that occur along the way, it is clear the lack of sales associates to help worry about. Until now, shopper insight that pockets of opportunity exist. with these situations. studies specific to sporting goods Greater focus placed within these Lost opportunities are occurring have been relatively scarce. opportunity areas can generate when shoppers do not have To address this, the National additional growth. access to products within the Sporting Goods Association One such behavior relates store and they are unwilling to (NSGA) embarked on its first-ever to the continued importance take the time to find an available shopper insights study to uncover shoppers place on the physical associate to help them. actionable insights specific to sporting goods store. Despite the It was also evident that sporting the sporting goods shopper. constant evolution of the retail goods shoppers enjoy the ability landscape and the availability of to visualize and make a personal more information and shopping connection with the product prior tools than ever before, nine in to purchase. While some retailers every 10 sporting goods shoppers capitalize on this insight by still visit a physical store prior to creating engaging ways to try out purchasing a product. And in what products, many retailers do not. may be surprising to some, this Opportunities to visualize the statistic remains true even among use of a product can run from very the technology-savvy Millennial basic, such as displaying pictures generation (defined as people of employees using the products currently 18–34 years old). being sold, to more extensive, Retailers with physical stores such as installing a mock-up of should be pleased that shopping a trail for people to test hiking physical stores is still a favorite shoes and boots. play call among sporting goods NSGA’s Shopper Playbook shoppers. Despite some naysayers, uncovers additional attitudes and physical stores are not headed behaviors during the exploration towards extinction any time soon. of the sporting goods shopper’s This does not mean, however, that path to purchase. Along the way retailers with physical stores have the study brings greater clarity nothing to worry about. With online to topics such as the amount activity continuing to increase of research occurring among each year, the challenges will only shoppers, the online and offline become greater. sources being used, the incidence The recently released “NSGA Brick-and-mortar retailers of showrooming (browsing Shopper Playbook: Insights into must focus on the basic reasons in-store and then purchasing the Sporting Goods Shopper,” that shoppers choose physical online), and the level of openness gives the industry a view into stores over online outlets. to making unplanned purchases. O influences, behaviors, and Results from the study reveal decisions along the sporting goods that retailers often do not create For further details about the study shopper’s path to purchase. environments that are conducive and to inquire about purchasing a This extensive, multi-phased to the strengths of shopping and copy of the report, visit www.nsga. study examined the attitudes purchasing in-store. org/nsgashopperplaybook or call and behaviors of more than As an example, it is well known the NSGA Research Department at 5000 sporting goods shoppers. that a key strength of shopping 800-815-5422.

22 • Sports Insight ~ July/August 2015 sportsinsightmag.com

FOOTWEAR

Athleisure Trend Spurs Sneaker Sales Casual Athletic Styles Surge… and There’s Room for Technical, Too.

By Jennifer Ernst Beaudry manager at athleisure pioneer Lululemon), says the franchise chain is focused on outfitting its t’s a good time for sporty style. Athleisure consumers – especially their female consumers – “We see strong has become the new uniform of growing “from head to toe for her Saturday morning run, evidence that numbers of Americans, and it shows: The but also what else she’s doing in that day. Is she NPD Group estimates that athletic wear, involved in other fitness or cross training, or going increasing consumer which represents just 14 percent of the total to a soccer game or running errands or even out preference to live market, made up more than 40 percent of with friends?” theI total dollar growth in the apparel category from According to Lauren Blanda, general manager of active lifestyles is 2010-2011 to 2013-2014. merchandising at City Sports, the trend has driven playing an important And while gymwear-as-everyday-wear continues sales for both men and women. The Boston-based role in shaping to be embraced by all channels – luxe brand Tory sporting goods chain’s “Everywear,” campaign – Burch is said to be opening its first Tory Sport store launched in-store and as a microsite this Spring apparel and footwear in New York City shortly, for example – it’s been a to highlight athletic/casual looks – has had “really purchases.” major boost for retailers whose bread and butter positive” results, she says. has been in the performance world. And footwear has kept pace. INVESTMENT FIRM R.W. BAIRD Kate Stone, retail operations trainer for Blanda says the biggest beneficiaries of the Greensboro, NC-based Fleet Feet (and former apparel trends have been casual, not performance. “Our whole court shoe and lifestyle sneaker business is doing really well,” she says. “For footwear, it’s a New Balance 574, it’s a Chuck Taylor. Vans and New Balance have really come out of the Vans Sk8-Hi gate strong.” Mall retailers are seeing similar results. MSRP $125 Dick Johnson, president and CEO of Foot Locker, told analysts that lifestyle running styles from Nike and Adidas drove footwear sales up in the mid-single digits for Lady Foot Locker and Six:02 during Q1 2015. And Dianna Boyce, senior director of corporate communications at Finish Line, calls footwear “a key component of our overall athleisure strategy.” For Finish Line, she says, Nike’s Roshe and Hurache styles, the Jordan Eclipse, Adidas ZX Flux

24 • Sports Insight ~ July/August 2015 sportsinsightmag.com Nike Air Max 90 Ultra MSRP $130

and New Balance 574 styles are dominating. “The common theme is these items are lightweight athletic products with rich color and an athletic feel — suitable for running, fitness training or simply for the journey to class,” she says. But retailers maintain that there’s room for performance, too. New Balance Finish Line’s Boyce says the company’s 574 Paisley Running Specialty Group stores are seeing MSRP $80 products such as the New Balance Fresh Foam Zante, Brooks Pure Flow and Cadence styles, Nike retro models and the On Running line selling as athleisure options. Technical styles form the heart of Fleet Feet’s offering, and Ben Cooke, VP–retail operations, notes that using its new commerce platform to go deeper into color options lets them compete for buyers. (And there may be openings: Stephanie Blozy, owner of the Fleet Feet Hartford franchise, says she’s considering bringing in women’s rain boots to the sports bra and women’s apparel focused annex store she opened “Footwear is a key this spring on the advice of her GM, On component of our who came from Cloudcruiser overall athleisure women’s athletic MSRP $120 specialist Athleta.) strategy.” And City DIANNA BOYCE, FINISH LINE Sports’ Blanda says the retailer has been cross- merchandising performance SKUs such as Nike Flyknit and Free with its offering. “It’s what people are wearing,” she says. But what’s good news for all athletic players, market watchers say, is that the trend isn’t going anywhere. Investment firm R.W. Baird wrote in a note this Spring that it is bullish on the market: “We see strong evidence that increasing consumer preference to live active lifestyles is Adidas playing an important role in shaping apparel ZX Flux and footwear purchases. We believe many MSRP $90 brands within our coverage are well positioned to benefit from this major trend, particularly as manufacturing advancements and new technologies ensure a long lasting innovation pipeline.” And retailers are counting on it. According to Fleet Feet’s Stone, “Ultimately, athleisure is a small part of a bigger picture, where people are thinking about making different choices about food and even personal products and those are really gaining steam. This is going to be much more than athleisure. As an industry, as a brand, we’re primed for many years forward.” O sportsinsightmag.com July/August 2015 ~ Sports Insight • 25 ADVERTISEMENT Free Country Launches FREE2B & Men’s Activewear Lifestyle Apparel Brand Revolutionizes Athleisure Industry With Women’s & Men’s Activewear Collections at Great Price Points

ree Country, the 25 year old lifestyle apparel brand known Country are designed to flatter her figure. for creating trans-seasonal outerwear, announced the Like FREE2B, the men’s Free Country activewear collection fea- launch of its fall 2015 activewear collections for women, tures versatile performance apparel that is durable for workouts and FREE2B by Free Country, and men, Free Country. The comfortable enough to be worn casually. The collection features activewear launch coincides with Free Country’s 25th mélange heather tops, reversible double knits, half zips, short and Fanniversary and will feature an assortment of athleisure inspired long sleeved active henleys, four-way stretch woven pants and per- pieces that can be worn for both high performance workouts as well formance fleeces. Bright hues and unique textures provide an upscale as for the everyday and outdoor lifestyle. These activewear collections appeal and rugged charm. join Free Country’s already established outerwear, swimwear, cold FREE2B is truly a Building upon the brand’s core weather accessories and home goods collections. lifestyle – you can values, the activewear collections “We are incredibly proud of our new activewear collection,” said go for a five-mile provide Free Country customers Ira Schwartz, CEO and Founder of Free Country. “When we created run, lunch with your with affordable high performance the collection, we weren’t just thinking about customers wearing the friends or cheer gear with special breakthrough apparel to the gym. FREE2B is truly a lifestyle – you can go for a five- from the sidelines characteristics. Both the women’s mile run, lunch with your friends or cheer from the sidelines at your at your child’s and men’s collections are specially child’s soccer game. Customers have been looking to integrate more soccer game. designed with moisture wicking, functional and outdoor lifestyle products into their wardrobe and wind and water resistant shells with the on-trend FREE2B and the men’s Free Country activewear and breathable fabrics offered at moderate price points that range collections, they can do just that.” from $40 - $80. FREE2B by Free Country offers today’s active woman an array of “With the launch of the new activewear collections, we are staying high-quality, fashion forward pieces to help her look and feel her best. true to our mission of providing a year-round assortment of merchan- The collection, which is offered in a myriad of colors and “no print dise for customers looking to achieve an even greater and all-encom- prints,” includes yoga pants, capris and leggings, knits, hoodies, long passing active, outdoor lifestyle,” says Jody Schwartz, Executive Vice sleeved crews, zip-up jackets and cowl neck tunics. Highlights include President of Free Country. reversible active pants, overlock stitching for comfort and feminine side ruching for both tops and bottoms. Empowering women on all The collections will be available for purchase September, 2015 on fitness levels, the silhouettes and curving lines of FREE2B by Free www.FreeCountry.com.

Icebreaker Hunting & Fishing collection.

TSVETI ENLOW / INTERNATIONAL MERCHANDISING MANAGER, ICEBREAKER “We are targeting the active consumer who is looking for stylish functional apparel made of natural fiber. The athleisure consumer is definitely more style-oriented than the traditional outdoor consumer; however, style has to be combined with performance. Consumers are no longer choosing between style and performance. They expect both.” THE URBAN/ATHLETIC/OUTDOOR FUSION: BRANDS WEIGH IN OUTDOOR IMPACT How the Strength of Athleisure and the Fusion of Urban, Athletic and Outdoor Is Changing the Outdoor Apparel Game. Brand Execs Share Their Thoughts.

By Suzanne Blecher and Cara Griffin

EVA ZUBEK / ACTIVE DESIGNER, prAna “We see growth in the urban athletic market where customers also consider themselves outdoorsy. Younger people are migrating to cities and are trying all kinds of indoor athletic activities such as workout class mashups, yoga/spin hybrids and indoor climbing. They like to participate in outdoor activities with friends whenever they have time.”

sportsinsightmag.com July/August 2015 ~ Sports Insight • 29 OUTDOOR IMPACT

JASMIN GHAFFARIAN GREG THOMSEN Senior Director of Outerwear, Managing Director, Adidas Outdoor The North Face “There is a growing need for func- “More and more people are mov- tional products that are designed, ing towards urban areas or within on all levels, to perform in the urban an hour of major cities and this environment. This trend is being changes peoples’ lifestyles, how driven by the next generation of they are active and how much outdoor athletes that prefer designs they are outside. Also, people are and styles that match their more looking for an escape from being modern lifestyles. [It is] specialized so connected, so more and more functional urban styling.” Berghaus’ Ortler shirt combines street style Ibex’s Jackson Shirt is lightweight and 100 people are camping and going to and outdoor performance. percent Merino woven. find serenity in the outdoors.” JULIA SELTZER Global Sportswear Marketing MOLLY CUFFE Manager, Patagonia Director of Global Brand “Both athletic and outdoor groups Marketing, SmartWool are looking for a combination of “We would definitely consider the style and performance to meet urban/athletic/outdoor consumer those needs. In the past it was more as an entry point for our brand. We through the lens of function. Now it’s are an active outdoor brand based about wearing gear that is flattering in the mountains. Our products are no matter what you do. They born in the mountains of Colorado want function and contemporary and tested in Colorado, which silhouettes, trend driven color means they can stand up to any of options and prints. And they feel the elements an urban consumer strongly about buying responsibly could throw at them.” made clothing.”

JENNIFER ZOLLARS MARK GALBRAITH SmartWool’s NTS Micro 150 Tank is a work- Pearl Izumi’s Flash Insulator Run Jacket fea- Sportswear Product Line Man- General Manager, Nau out tank with stylish elements. tures BioViz tech for extra glow. ager, Mountain Hardwear “Our customer wants to appreciate “The main feature is that the items all of the features in our clothing, but are versatile. They need to have a they just don’t want to look like a style that is modern but functional. giant billboard with a huge logo or all Functions like wicking, UPF, stretch of the features called out in contrast and reflectivity are all features colors or reflective. Our point of that you would find these consum- view is that this is an evolved, more ers looking for. The features and subtle customer that doesn’t want materials used have to make sense to scream to make it their own. They and not be too in your face — like don’t want to look like they are in a perhaps a polo shirt for him that is specific uniform.” made in a spun poly but feels like cotton.” JORDAN WAND VP–Product and Marketing, Brooks’ Versatile Lite Tank is a form-fitting DAX RICHEY Outdoor Research performer, made to be layered. Product Line Manager for Life- “We often look to trends cascading style Packs and Bags, Dakine down from runway fashion or action “New brands are bringing new sports to influence what we do in people into the fold, and it’s more our product line, but we also always inclusive with social media. People find ways to integrate a performance who live an active lifestyle are story with that style element. We wanting products that support design for the street, but it’s the Main both their sports and their leisure Street of your favorite mountain time, so dual purpose apparel and town. Our Mountain Life product is accessories are important. We have designed for the person that’s truly a lot of crossover. Maybe you have living the outdoor lifestyle, so they a consumer that knows us for surf want product that looks as good as accessories, but is getting into it works. We mean sportswear that is Dare 2b’s Melodic short is a The North Face’s Men’s On-Mountain mountain biking.” leading from a style perspective.” stylish, high-performance piece. Sportswear pairs fashion and function.

30 • Sports Insight ~ July/August 2015 sportsinsightmag.com JAMES FISHER two decades, this is the next way VP–Product, Ibex Outdoor Clothing of life for people and how they “We are very lucky in that we can will dress. I do think it will evolve, design independent collections for but it is here to stay. People want Peak, Base, ETC and Live. This allows comfort, great fit, and effortless us to focus each collection separately, clothing to be able to move but the best styles are ultimately through their days.” the ones that walk the line between Peak and Live. The consumer wants a MOLLY CUFFE brand/style that he/she can trust on Director of Global Brand Outdoor Research’s Ensenada Sun Hoody Patagonia’s Light and Variable Hoody uses the weekends getting after it, but also Marketing, SmartWool incorporates lightweight Modal fabric. recycled polyester with a DWR finish. during the week (working, but wishing “We are an active brand first and they were still getting after it).” foremost and we design all of our products with this mindset, even MICHELLE AUBREY our casual everyday clothes are Sportswear General built for life lived outside. What Merchandise Manager, Columbia we do know is that a consumer “The balance of form and function will choose how, where and when in our apparel is more important they want to use our products. than ever before. Our customers We hear pretty often that our want a versatile product that is both performance clothing becomes functional and stylish, on or off the our consumers’ lounge wear of trail. We believe it is important to choice simply because it is so offer intuitive technologies that help comfortable.” our customers enjoy the outdoors longer – whether that means keeping ELLEN KRIMMEL them cool, dry, warm or protected – Design Director, prAna while also appreciating a demand for “prAna has always been an active

Dakine’s Tech Tee is an antimicrobial and Icebreaker’s RealTree base layer is made for fashion-influenced aesthetics. So, it’s lifestyle brand and designed with quick-drying style. the hunting and fishing market. a balancing act. Fabrics should look the mindset of building versatile, and feel natural, while still offering stylish active apparel, so this isn’t technical performance. The fit must something new for us. Of course, be flattering, but not constricting, it’s helped that the broader market and colors should complement their and trend is moving towards existing wardrobe.” us. The idea of healthy living is on everyone’s mind and it’s transcending into clothing, style, How Is Athleisure and how people are wearing clothes.” Impacting the Active DAX RICHEY Outdoor Market? Product Line Manager for Lifestyle Packs and Bags, Dakine JENNIFER ZOLLARS “If anything [the athleisure trend] Sportswear Product Line Manager, helps since we are a multi-sport Mountain Hardwear and lifestyle brand. We’re going to “We as a brand have always had the continue to focus on our customer, city folks, as we are in a major city, someone who is passionate about and understand what the consumer the sports they’ve built a life wants. We are never going to be around.” a brand that goes after the gym consumer, but the gym consumer is TSVETI ENLOW coming to us as they venture outside International Merchandising and find a new way of exercising.” Manager, Icebreaker “Athleisure has helped all active JASMIN GHAFFARIAN brands who make functional Senior Director of Outerwear, stylish apparel. We are targeting The North Face the active consumer who is Nau’s Introvert Blazer is a lightweight, prAna’s Uptown Pant is a relaxed, “I don’t think athleisure is a fad but looking for a stylish functional windproof travel blazer with DWR finish. performance stretch woven fabric jogger. much like the growth of denim for apparel made of natural fiber.”

sportsinsightmag.com July/August 2015 ~ Sports Insight • 31 OUTDOOR IMPACT

GREG THOMSEN this extremely broad category of Managing Director, Adidas Outdoor clothing and apparel that is deemed “I’m not sure exactly what athleisure appropriate for any number of actually is, over the years it has taken activities, whether that be going to many forms, from poser styles to get coffee of going for a hike. There warm-up suits. Our focus is to serve is perhaps no better example than the needs of the next generation the designer yoga pants that have Columbia’s Shimmering Light Racerback Redington’s Wayward Guide Shirt is quick- Tank is moisture-wicking and stylish. drying and sun-protecting. outdoor athlete from their activities become a staple in the industry in the mountains to their activities today. ” in the urban environment, all with a healthy dose of style and function.” MICHELLE AUBREY Sportswear General JULIA SELTZER Merchandise Manager, Columbia Global Sportswear Marketing “The line between traditional Manager, Patagonia outdoor and athletic apparel “We see [athleisure] as the expansion continues to blur and the athleisure of product created for activities into trend is certainly the biggest everyday living.” influencer for the outdoor apparel market. The momentum behind this MARK GALBRAITH trend is combined with the fact that General Manager, Nau the younger consumer is looking “Athleisure expands the opportunity for clothing that allows them to of where you can wear something express themselves while enjoying that is a more traditional athletic the outdoors, without being labeled Brooks-Range’s Hybrid LT Jacket is a Toad&Co’s Marvista Tunic smacks piece. It’s a part of self-expression. as the traditional outdoor enthusiast lightweight hybrid wool jacket. down UV rays and dries in a flash. How many three-layer waterproof like their parents.” jackets or backpacks do you need to buy in a lifetime? You use these a lot NED HUTCHINSON more frequently, update them and it Product Manager, Mountain Khakis is an important part of the economy.” “Athleisure reflects what we’ve always believed is important to our JORDAN WAND consumer — versatility, lifestyle and VP–Product and Marketing, wardrobe staples. In fashion we see Outdoor Research the athleisure trend as more relevant “This trend really speaks to versatil- to women, however it is becoming ity and the lifestyle notion of outdoor relevant to men’s apparel as well.” apparel. In the technical arena, purpose-built product for specific NICOLE LABRIE end-uses rules the day, but on the Product Developer, Redington sportswear side of the business, the “The appeal of transitional multi-

Saucony’s EXO Jacket is super- Mountain Hardwear’s AP Pant is a cot- outdoor enthusiast wants product purpose leisure clothing has become light, waterproof and windproof. ton/nylon blend with stretch. that has a wide range of uses and ever more enticing in recent years. I works perfectly in every setting.” think that this stems from the desire to accommodate a basic need for JAMES FISHER comfort and performance in all pur- VP–Product, Ibex Outdoor suits while still maintaining a cer- “It’s fun to watch these trends, which tain element of effortlessness. To fit were in and of themselves blends with our busy lifestyles, people like originally, combining to lead the the idea that they can outfit them- outdoor market. Our kits must be selves in a way that functionally chameleons and cross traditional fits their favorite outdoor activity roles and functions.” while still having all of the style and accessibility of day-around-town LINDSEY HAYES apparel. The trend is evident with President, Craghoppers (U.S.) other companies that are creating “We see this trend becoming more styles centered around a gym-to-of- relevant as well as growing at a fice or beach-to-office theme, or in Mountain Khakis’ Traverse Tank Craghoppers’ NosiLife Adanya moves easily from yoga to trail. jacket fits the athleisure trend. rapid pace. Designers are creating our case, river-to-office apparel.” O

32 • Sports Insight ~ July/August 2015 sportsinsightmag.com WE TURN NEWS INTO INSIGHT

A new digital magazine in a lively format from the most experienced journalistic team in the business. Coverage of the sports specialty marketplace in a succinct insightful manner, delivered to your e-mail box on the first and third Monday of each month. insideinsight.com

LAUNCH DATE TM MONDAY AUGUST 3 INSIDEINSIGHT 2015 SPORTS. SPECIALTY. RETAIL. BUSINESS.

Charter subscriber trial offer: 5 months: $79 (10 issues). 1 year subscription: $249 (24 issues). store.formula4media.com HYDRATION 5 FAST FACTS ABOUT Go With the Flow HYDRATION

Nathan SpeedDraw Plus Insulated FuelBelt Helium Sprint palm Amphipod Hydraform Ergo- Avex ReCharge Autoseal, CamelBak Quick Grip Chill Hydro Flask water bottle, handheld, MSRP $35. Holder, MSRP $18.95. Lite handheld, MSRP $30. MSRP $27.99 (16 ounces). insulated handheld, MSRP $28. MSRP $28.

Amphipod RunLite Xtech 4 Plus Ultimate Direction Groove Stereo, Fitletic Hydration Belt, Orange Mud Gear Quiver, Nathan Vapor Air 2L Vest, Hydration Belt, MSRP $60. MSRP $69.95. MSRP $44.95. MSRP $69.95. MSRP $150.

1. There Is A Captive Audience. Greg Brantner, marketing man- been the driver. Virtually every or event goals. Some embrace The running boom shows no ager at Nathan Sports. runner now aspires to go a longer product convertibility; some want signs of slowing. Since 2004, total CamelBak is reporting strong distance and a vest allow them to a different product for every need. running/jogging participation has and growing consumer interest do that easily.” For Amphipod, as a specialty-only increased 70 percent according in vests and handhelds. “As vests design and engineering-driven to the NSGA. This gives hydration have become lighter weight, brand, the basics of good design brands an audience of millions. more breathable and comfortable 4. Attention To Design Influences always include minimalism, And that’s not even counting overall, more consumers across Purchase Decisions. customization, body-conforming hikers, soccer moms and everyone the spectrum of runners are “We redesigned our entire ergonomics, ultralight low-profile else who uses hydration items. adopting them for both training collection to reduce weight by over physics, accessibility, symmetry and races. They are looking for 30 percent in most of our hydration and proper weight distribution.” products well under one pound in gear and waist packs,” says Vinu 2. New Options Keep Popping Up. weight that hold the essentials in Malik, CEO of Fuelbelt. “We work Water bottles, handhelds and terms of hydration, nutrition, and very closely with our professional 5. Simplicity of Use Is Key. vests have been the primary phones,” says Jon Austen, business triathletes to make our products “Our bottle-based design makes hydration options for some time. unit manager at CamelBak. as efficient as possible and that refills and clean up quick and Advancements in design mean means three things — reduce easy,” notes Josh Sprague, CEO of more refined products. weight, make gear that functions Orange Mud. “Many races are going Insulated hydration, for example, 3. Hydration Can Be a Profit under pressure and make sure we cup-less. A simple bottle-based is a growing trend. Nathan is one Center For Retailers. make our gear look amazing.” solution is great for these events, of the brand’s pioneering in this Rising price points from items June Angus, president and but also for quick refills. It is easy category. “Studies have shown that such as hydration vests have co-founder at Amphipod, notes, to clean up and great for easy fluid runners will drink more cool water changed the game in the hydration “Runners want well-designed management.” than warm water, all other things category. “As the quality and price products that look good and allow Angus describes Amphipod as being equal. The sell-through of points have risen, runners now for an ultralight and minimalist “fanatically design, engineering and our 18 ounce SpeedDraw Plus consider a hydration pack to be a experience and a great comfortable quality wired. This results in a big Insulated proves this, as it quick- staple in their gear kit,” says Buzz fit. Whether they prefer a handheld, win for the consumer in the form ly became the no. 1 best-seller at Burrell, brand manager at Ultimate belt or vest, they want options of more features for the money, run specialty (in dollars),” says Direction. “Vests certainly have specific to their current distance better quality, best value.” O

3434 •• SportsSports InsightInsight ~~ July/AugustJuly/August 20152015 sportsinsightmag.com

HEADWEAR TECHNICALLY SPEAKING Protection from the Elements Is Key in

Warm Weather Performance Hats. Photo: Sunday Afternoons.

Cool is the hot word when it comes to the latest crop of active outdoor performance headwear offerings. Cool as in staying cool in hot temps, protection from the sun and incorporating “cool” style into a performance package. When it comes to protection from the elements, fashion has not always been of foremost concern. But when it comes to outdoor performance headwear, style is now most definitely a part of the mix. Here’s a look at a few “cool performers” to watch for in Spring 2016.

HEADSWEATS EXOFFICIO BUFF Technical Trucker Hat / Made of proprietary BugsAway Lightweight Brim Hat / New UV Insect Shield Hat / For Spring 2016, Buff Performance Eventure woven and mesh fabrics, for Spring 2016, this lightweight, unisex hat is is expanding its Insect Shield product line with which are lightweight, wicking, breathable and made of a nylon shell and provides 30 UPF sun the introduction of the Buff UV Insect Shield Hat. quick drying. These hats are designed to keep protection. Its polyester mesh lining delivers Wearers can keep UV rays and biting bugs at the head cool after a workout. The Eventure terry breathability and wicking properties when in use. bay with this Coolmax Extreme fabric hat treated sweatband wrapped in Eventure knit aims to keep The hat is treated with invisible and odorless with Insect Shield repellent. Wear it all day for sun perspiration off of the face and out of the eyes. Insect Shield technology, which means it protection and in the evening when the insects come MSRP $24 effectively repels mosquitoes, ticks, ants, flies, out to play. Also features Polygiene odor control. chiggers and midges. MSRP $35 MSRP $30

36 • Sports Insight ~ July/August 2015 sportsinsightmag.com

HEADWEAR

CHAOS COLUMBIA HEADWEAR MISSION Coolhead Zero Booney / A lot of sun calls for CTR Summit Junior Torrent Sombrero / Mission Athletecare EnduraCool a lot of hat. Wearers can stay protected and cool Uses premium fabrics geared towards moisture Performance Hat / Features an adjustable hat with the Coolhead Zero Booney, featuring Omni- wicking, water repellency and ultra-violet sun strap with easy tape technology for a strong fit. Freeze Zero technology and sun protection. In protection, while offering a strong but clean Techknit cooling zones lower fabric temperature in addition to the sweat-activated cooling technology, design story. Waterproof, breathable with an the sweatband and front panels. MSRP $22.99 it has Omni-Shade UPF 50 sun protection. Also antimicrobial and wicking mesh liner and a comes with an adjustable chinstrap. MSRP $45 wicking sweatband. MSRP $24.99

STORMY SUNDAY OUTDOOR KROMER AFTERNOONS RESEARCH Bucket Hat / The brand known for making winter Ultra Adventure Hat / The Ultra Adventure Women’s Ravendale Hat / This hat sports a caps is introducing its first warm weather collection Hat for Spring 2016 embodies the second timeless, elegant silhouette with a stylish and of hats in Spring 2016. Included among the new generation of the Original Adventure Hat and protective crown that is paired with an airy paper offerings is the Bucket hat, which is designed to commemorates 20 years of Sunday Afternoons’ straw fabric. The women’s Ravendale Hat has a fend off both sun and rain. It easily stows in a go-anywhere approach to headwear. With an feminine style and it aims to excel at warding off pocket and is as at home casting lines as it is on updated look and new technologies such as mid-day summer sun. MSRP $40 the beach or on the way to the boardroom. The the Clamshell Brim and the Sunglass Lock, Made in USA hat has a cotton twill face fabric and this hat will is designed for the next age of features plaid lining under the brim. MSRP $39.99 adventure. MSRP $42

38 • Sports Insight ~ July/August 2015 sportsinsightmag.com WE WANT TO MAKE YOU

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REVO CRUX N MAKING IT Open-edged lens construction eliminates potential peripheral obstruction and enables greater visibility at any active speed. POP MSRP $179.

Athleisure is not just for apparel. It has long had a home SPY ROCKY in the sunglass Featuring discreet Hytrel rubber in the category, where the nose and temple areas and a Grilamid fusion of performance frame. Happy Lens tech blocks the sun’s harmful UV rays while letting and aesthetics is a beneficial long-wave blue light through. key driver of sales. MSRP $100-$150. Taking a peek at new sports sunglass styles, iconic sports performance frame silhouettes certainly COLUMBIA ZIG ZAG remain, but brands Extreme rectangle shape for ultimate coverage. Polarized lenses with multiple are amping up UV filters, shatter resistance and anti- their offerings of scratch treatments. MSRP $99.95. street-worthy styles that also double as on-the-bike and in-the-field RUDY PROJECT AGON This cycling-specific sunglass blends performers. aesthetics and function. Integrated Vent Looking beyond Controller allows adjustment of airflow to reduce thermal shock and prevent style, lens technology fogging. MSRP $224.99 may be the new battleground among performance sunglass brands. As a result, light filtration POC WANT as well as optical The Grilamid frame is lightweight, flexible and durable. The nylon lenses are treated clarity are being with Ripel for clear vision and easy taken to a new level cleaning. MSRP $150. in both tech and affordability.

40 • Sports Insight ~ July/August 2015 sportsinsightmag.com SMITH OUTLIER XL Featuring larger rectangular shaped lenses and distinct keyhole nose detailing. ChromaPop polarized lenses increase visual and color clarity. MSRP $209.

UNDER ARMOUR UA RIVAL A premium, multi-sport shield featuring co-molded flex temples for a customized fit. ArmourSight lens tech enhances vision. MSRP $139.99.

SUNDOG DEFAULT TRUEBLUE With an integrated smooth-fit nose pad and color-burst temple logos. the TrueBlue lens tech offers blue light filtration, visual clarity and reduced visual fatigue. MSRP $69.99.

POPTICALS POPGUN Patented design feature enables these performance sunglasses to pack into a smaller case as the lenses slide next to each other when packed away. MSRP $169.

WILEY X WX LEGEND Part of the brand’s Street Series. Designed for street-wise good looks and packed with performance. Rx-ready. MSRP $120.

TIFOSI ESCALATE S.F.H. Features an interchangeable system that integrates full frame, half frame and/or shield eyewear into one complete kit. MSRP $149.95.

sportsinsightmag.com July/August 2015 ~ Sports Insight • 41 PROTECTIVES Protect Yourself

BSN’s Gear-Pro Tec Razor shoulder pad.

Protection Comes in All 123 Shapes and Sizes in Team Sports in 2015. By Michael Jacobsen

Sports equipment vendors have gone the extra mile to develop the gear to protect the athletes Xenith 3N2 Goal Sporting Goods realizes that you can’t have a believes that even the men in has seen a lot of soccer players playing the games as safety helmet without a facemask, so blue need some protection. get kicked and knows that it hurts, remains at the forefront of any Xenith, already a player in the With its wear-resistant, genuine especially when the contact is participation discussion. From football helmets, has taken the leather construction, the in that tender area between the high-tech football helmets to next step with its Pro Series Reaction Pro Plate Umpire Shoe shin guard and the ankle. It has an gear for more intimate areas facemask line. The Predator is a great call for umpires looking answer in its MetaSox, a hybrid of of an athlete’s body, today’s offers a sleek, aggressive design for both comfort and protection. a sock and a shin pad developed suited for but not limited to Its midsole is designed to reduce to protect the metatarsal region. protective products make the offensive and defensive linemen. knee and joint stress and a The protection comes from a games safer than ever before. thermo-molded toe and carbon flexible and elasticized silicon Here’s a collection of a dozen fiber plate provide advanced compound that, as a bonus, also of our favorite new protective protection. provides additional power when products for 2015. striking the ball.

42 • Sports Insight ~ July/August 2015 sportsinsightmag.com

PROTECTIVES 4 5 6

D30 BSN Sports Rawlings has partnered with Gamebreaker Helmets, has developed Gear-Pro Tec Razor shoulder designed its new S80 batting helmet series a manufacturer of performance protective pads that boast a lightweight frame, comfort specifically to protect against high-speed headgear, to integrate its shock absorbing ventilation plus moisture management impacts up to 80 miles per hour. Targeted for technology into a range of soft protective technology, dynamic range of motion and high school and elite youth players, the S80 headgear. In standard conditions the material advanced impact dispersion properties. Razor provides added protection and performance remains soft and flexible. But on impact its highlights three key components: greater for young players beginning to face advanced free-flowing molecules lock together to absorb mobility, lightweight design and superior pitching in their varsity and travel ball games. impact energy and reduce the force transmitted. protection. The S80 is available in two-tone translucent They then instantly return to their flexible state. matte, matte finish or the new two-tone with Among the products already on the drawing digi camo finish. board are headgear for women’s lacrosse and flag football.

7 8 9

Evoshield Shock Doctor Schutt brings its technology hasn’t forgotten about an athlete’s mouth and is upping its game in football gear with the to apparel with the teeth and its 3300 Max AirFlow Lipguard is Vengeance VTD II football helmet, touted as one CustomTech EvoAlpha the next step in protection. Its airflow channel of the safest on the gridiron. The company says Rib Shirt, a fitted allows for easier breathing while clenched its newest product scored the lowest (best) performance shirt with and the integrated lip guard protects upper score ever measured in the five-year history of integrated Nanocell and lower lips. It provides an instant fit, so no the STAR protection ratings system. Spine, AC pads and Gel-to-Shell rib shields. molding or boiling is required, and the medical The redesigned rib shield shape allows for grade silicone is easy to clean in boiling water mobility and accurate protection and they or dishwasher with no deformation. form to the body in 30 minutes.

10 11 12

Under Armour Nutshellz PowerSplint is intent not only on protecting its house, knows that any male athlete can tell you the wants athletes to protect their fingers as well but also protecting the eyes and face of worst place to get hit, so it has developed what as any other body part. Enter PowerSplint, an football players as well. The ArmourSight lens it calls “the strongest groin protector on the athletic finger guard that protects athletes’ material on its football helmet visors provides planet.” It integrates ballistic Kevlar, carbon fingers during competition. PowerSplint is a lightweight, polycarbonate that delivers fiber and aerospace epoxies to construct a comfortable to wear and offers high-impact protection without weighing a player down. bulletproof cup. The ergonomic design allows resistance while allowing for a full range of Anti-fog and anti-scratch coatings give a clear for comfort and protection to the entire upper finger motion. view of the field. It is equipped with tab logo and lower groin regions without restricting stickers in multiple team colors and numbers player mobility. Nutshellz are being distributed to match team jerseys. in the U.S. by Markwort.

44 • Sports Insight ~ July/August 2015 sportsinsightmag.com

PERFORMANCE UNDERWEAR

MAKING UNMENTIONABLES Performance Undergarments NT Get a 24/7 Workout.

Top 5 Trends: You don’t need to look any further than the growing athleisure trend to discover that consumers are expecting high-performance fabrics and designs in their 1. Support apparel no matter what the activity. From the treadmill, to the trails, to the coffee Leigh-Anne Zavalick of Saucony: “Especially for guys, underwear shop, active people have come to expect quality and comfort all day, every day. is kind of equal to sports bras for women in that you’re looking for a supportive, chafe-free design.” By Mackenzie Lobby Havey in motion, you have to consider can generate a lot of heat, 2. Comfort support, chafing and comfort temperature and moisture control Bryson Ross of Gore Running ith a growing when talking about underwear. rise to the top in terms of what Wear: “Comfortable fit and number of per- People are realizing they want people expect. “Comfortable fit efficient moisture transfer are the formance under- those stretch fabrics and moisture and efficient moisture transfer are most important properties for wear options in wicking features 24/7.” a couple of the most important performance underwear.” both men’s and Mabanglo says it is the qual- properties for performance 3. Antimicrobial women’s styles, ity and continued upgrades in underwear to have,” says Jordan Cranch of Tasc: there’sW no shortage of choices on performance fibers that has al- Bryson Ross, of Gore Running “The nether regions are prime real the market today. Fitness junkies lowed these products to stand out Wear. “Polypropylene material estate for concentrated heat and and athletes may have first been against old-school options. “Much ensures the wearer feels dry moisture. If your underwear doesn’t drawn to these garments for their of the traditional underwear in the and comfortable, as moisture wick fast, stay cool and block odor, active pursuits or travel, but cat- industry is cotton-based, which is instantly transported to the you could be setting yourself up for terrible post-workout funk, which egory trends mirror that of other for decades was the standard,” outside.” is more than just bad stink — it’s types of activewear — namely, he explains. “As technical yarns Indeed, different companies bacteria that’s building up, which could people are wearing performance emerged with properties built in utilize varying technologies to lead to skin irritation or infection.” underwear not just for athletics, to meet the needs of a more active achieve similar results. Duluth 4. Durability but also for everyday use. wearer, the bar for that standard Trading Company has answered Tsveti Enlow of Icebreaker: Jonny Mabanglo, ExOfficio’s has raised significantly.” the call for this by creating the “Men like to buy underwear and product line manager for men’s When selling these garments, Armachillo Cooling Boxer Briefs, forget about it. If it lasts, that’s one apparel and men’s and women’s it’s important to understand the which employ microscopic jade less thing to think about.” underwear, has seen this in action. technical qualities customers are embedded in the fabric to make 5. Versatility “Most of our customers are first looking for, as well as the design them cool to the touch and pull Jonny Mabanglo of ExOfficio: introduced to ExOfficio underwear attributes. Once you get them in a moisture off the skin. “Most of our customers are first for travel and then find themselves single pair, they’ll surely be back Adidas ClimaCool technology introduced to ExOfficio underwear for replacing their whole collection for more. is based on strategic ventilation travel and find themselves replacing because that performance is ben- and specially engineered materi- their whole collection because that eficial every day,” he says. Getting Technical als for enhanced moisture man- performance is beneficial every day.” Leigh-Anne Zavalick, of Saucony, Since underwear sits closest agement and evaporation. Tasc’s agrees, saying, “When the body is to the body in an area that MOSOtech utilizes a combination

46 • Sports Insight ~ July/August 2015 sportsinsightmag.com When the body is in motion, you have to consider support, chafing and comfort when talking about underwear. People are realizing they want those stretch fabrics and moisture wicking features 24/7.” LEIGH-ANNE ZAVALICK, SAUCONY

of bamboo and organic cotton to The underwear is seamless, wear that fits their style, whether From Left to Right: Duluth insure moisture and temperature which helps to prevent panty line it’s a pop of color or something Trading Company Buck Naked control and lululemon relies on visibility and eliminates chafing, subtle in silhouettes that they Performance Briefs, MSRP $18.50; their super-sweat wicking Lux- while the four-way stretch fabric like,” adds Mabanglo. Duluth Trading Company Buck treme fabric. ensures the underwear fits. In terms of silhouettes, Zavalick Naked Performance Boxer Briefs, The other feature that can help says that there is a clear trend on MSRP $22.50; ExOfficio Lacy Low Rise Bikini Brief Print, MSRP seal the deal in making a sale on Got the Look the men’s side. “Boxer briefs are $24; Duluth Trading Company performance underwear is the While few may see the hard the thing,” she says. “Men are find- Armachillo Cooling Boxer Briefs, fact that most tout some kind of work put into designing perfor- ing that in particular they like the MSRP $27.50; ExOfficio Give-N- odor control system. “Anti-odor mance underwear, shelf appeal fit of the boxer briefs and they are Go Sport Mesh three-inch Boxer is an important thing to guys in remains important. Particularly wearing them all the time.” Brief, MSRP $26; Zensah Limitless particular, so we put that in our in the women’s category, a punch Tsveti also asserts that some Signature Bikini, MSRP $17.99; men’s Isofit Compression Briefs,” of color or a fun graphic helps to active folks will purchase a variety Zensah Performance Underwear, says Zavalick. “That story has initially draw many active con- of different cuts that they prefer MSRP $34.99. definitely resonated with men.” sumers to this category. for a wide range of activities. “A “Anti-odor for performance is “Color and graphics are a grow- lot of times athletes will use a huge,” says Tsveti Enlow, interna- ing part of our business because different silhouette – say a brief in tional merchandising manager for people feel free to step out of their men’s for sport – where they wear Icebreaker. “The fact that our gar- normal palettes when it’s worn boxer briefs for everyday use,” ments don’t hold odor is great.” underneath,” says Tsveti. “Female she adds. While Icebreaker relies on Me- consumers gravitate towards the For women, briefs and hipsters rino wool, others lean on a variety neutral color pallet when it comes with attention to reduced under- of special fibers and anti-microbial to their everyday underwear, wear lines are popular, along with treatments to insure that moisture but for their sport underwear, growing thong options. “They is wicked and the odor-inducing they tend to prefer bolder colors want something performance- bacteria doesn’t grow. This contin- combined with sporty stripes and driven that fits well under some- ues to be a big selling point in the powerful graphics.” thing that fits tight to the body,” performance underwear category. Saucony has found luck in this explains Zavalick. Zensah’s Performance Under- department by displaying big and The impressive variety in the wear helps to prevent chafing and bold messages on the backside of category illustrates the market’s offers a second-skin fit. The gar- their women’s Runderpants line. response to the growing interest ments are moisture wicking and “In our women’s options one of in performance underwear. Re- anti-odor, meaning they will stay the standout features are the mes- gardless of activity and personal dry and fresh during hard runs sages on the back. They are meant preference, there’s something to and workouts. Another item from to be fun — just to be between fit every athlete’s needs, allowing Zensah, the Limitless Signature you and you,” explains Zavalick. retailers to outfit their customers Bikini, also offers comfort and “Style and aesthetics are impor- from head to toe, right down to performance during workouts. tant, people want to wear under- their skivvies. O sportsinsightmag.com July/August 2015 ~ Sports Insight • 47 PERFORMANCE UNDERWEAR

ICEBREAKER

Left to right: Anatomica Boxers with Fly, MSRP $39.99; Anatomica Boxers, MSRP $32.99; Sprite Hot Pant, MSRP $34.99; Siren Hipkini, MSRP $34.99.

SAUCONY pster, MSRP $20.

Left to right: Windproof Boxer Brief, MSRP $30; Isofit Compression Brief, MSRP $25; Runderpants Brief, MSRP $18; Runderpants Hi

ASICS

Left to right: ASX Boxer, MSRP $25; ASX Windboxer, MSRP $30; ASX Thong 3-Pack, MSRP $35; ASX Boy Brief, MSRP $22.

ADIDAS TASC idway, MSRP $24.

Left to right: Tasc Performance Compression Shorts, MSRP $28; Adidas Climacool Mesh Boxer Brief, MSRP $24; Adidas Climacool M

48 • Sports Insight ~ July/August 2015 sportsinsightmag.com Multiply your power

INTRODUCING MCS (MUSCLE CONTAINMENT STAMPING) THE FUSION OF THE HUMAN BODY + 2XU COMPRESSION TECHNOLOGY FOR HUMAN PERFORMANCE. MULTIPLIED.

THE WORLD’S MOST ADVANCED COMPRESSION TECHNOLOGY END INSIGHT Water-Based Sports, Fitness Activities Gain Momentum

mericans wholesale sales growth of 2.7 percent to $22.8 billion continue to 2.9 percent in 2015. last year with 2015 growth gravitate to The fastest growing expected to come in at 3.6 activities that segment in 2014 was percent. A are easily exercise equipment, up From a participation accessible and measurable 4.5 percent to $5 billion; perspective, some of the in terms of improvement licensed merchandise big gainers in 2014 were: and away from activities increased the least at 1.9 high impact/intensity that may require learning percent to $7.8 billion, but aerobics/training (14 a new skill and/or is projected to rebound percent), day hiking purchasing equipment, with 3.6 percent expansion (5.4 percent), treadmill according to the latest in 2015. Athletic footwear workouts (4.3 percent), State of the Industry and apparel each exceeded abdominal machines (3.4 report from the SFIA. the industry’s overall percent) and elliptical These trends bode well for growth for the year. trainers (3.3 percent). activities such as running/ Sneaker sales rose 4.3 Running/jogging, which jogging and hiking close percent to $14.5 billion and has grown more than 24 to home and not so much are forecast to increase percent over the six years, for sports such as golf and another 4.2 percent this suffered a 5.6 percent drop fishing. year. Sports apparel sales, in participation last year Overall, the 2014 up 4.0 percent in 2014 to to 51.1 million. Similarly, wholesale equipment, $34 billion, are projected Walking for Fitness apparel and footwear to increase at a slower 1.4 participation dipped 4.1 market in the U.S. grew 3.5 percent pace this year. percent to nearly 112.6 percent to $84.3 billion, Meanwhile, sports million. O exceeding the U.S. GDP equipment sales, adversely growth of 2.4 percent last impacted by guns and golf, The annual study is available year. The trade group got positive lifts from team from SFIA for $495 or free to is forecasting industry and outdoors to increase members.

Top 20 Fastest Growing Sports

SPORT/ACTIVITY

Stand Up Paddling 140% Adventure Racing 97%

MMA-Competitive 73.4% Triathlon / Non-traditional 72.3% Boxing for Competition 71.1%

Rugby 50.2% MMA for Fitness 44.7%

Squash 43.6%

Roller Hockey 40.3% Trail Running 40.2% 3 YEAR Kayaking (Sea/Touring) 39.6% GROWTH Kayaking (White Water) 38.8%

Field Hockey 35.7%

Lacrosse 34%

Overnight Backpacking 30.8%

Triathlon (Road) 30.7%

50 • Sports Insight ~ July/August 2015 sportsinsightmag.com