LICENSING TRENDS GENERATION Z HOT NEW PRODUCTS COOL CUSTOMERS Fashion & Fanatacism The Key Demographic Mouthguards, Baseball, Shoe Care Versatile Winter Jackets

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FORECASTING THE KEY TRENDS

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Executive Editor Mark Sullivan [email protected] 646-319-7878

Editor-in-Chief Cara Griffin [email protected] www.sportsinsightmag.com www.facebook.com/sportsinsight twitter.com/sports_insight Art Director Francis Klaess

Associate Art Director Mary McGann

Contributors Jennifer Ernst Beaudry Suzanne Blecher Michael Jacobsen Nancy Ruhling Tim Sitek

Publisher Jeff Gruenhut JANFEB15 [email protected] “The merging of lifestyle and performance (athleisure) is the trend of today and future seasons.” 404-467-9980 Advertising Fandom and fashion are driving the style trends in sports licensed product for 2015. Page 22 Beth Gordon [email protected] 949-293-1378

Troy Leonard [email protected] 8 30 352-624-1561 Matthew Mauer IN THE MARKET SHOE CARE 516-305-4710 [email protected] Reebok’s UFC Deal; Retail tips for Jeff Nott Lance Stephenson selling insoles and a [email protected] Q&A; Retail variety of footwear 516-305-4711 Insight and more accessories. Sam Selvaggio industry analysis. [email protected] 212-398-5021

Production Angela Zavulunova 516 305-4712 [email protected] 18 34 Subscriptions store.formula4media.com LICENSING BASEBALL Business Manager Vendors weigh in A roundup of the Marianna Rukhvarger with key trends to latest and greatest 516-305-4709 [email protected] watch in the sports new gear in the Promotion Director licensing category baseball world. Christina Henderson for the year ahead. 516-305-4710 [email protected]

22 PO Box 23-1318 36 Great Neck, NY 11023 FORECAST Phone: 516-305-4710 WINTER JACKETS Fax: 516-305-4712 Generation Z will be Consumers seek www.formula4media.com a driving force jackets that perform Formula4 Media Publications in 2015. And Big on the mountain and Sports Insight Data is Big Biz. Outdoor Insight in everyday life. Footwear Insight Team Insight Textile Insight Running Insight Trend Insight

Sports Insight® is a registered trademark of Formula4 Media, LLC. ©2015 All rights reserved. The opinions expressed 26 42 by authors and contributors to Sports MOUTHGUARDS END INSIGHT Insight are not necessarily those of the editors or publishers. Sports Insight is not Mouthguards Trendspotting on responsible for unsolicited manuscripts, are a key part Instagram. New photographs or artwork. Articles appearing in Sports Insight may not be reproduced of a player’s products. Hot tech. in whole or in part without the express protective gear. Hashtag that. permission of the publisher. Sports Insight is published bi-monthly: Jan/Feb; Mar/Apr; May/Jun; Jul/Aug; Sep/Oct; and Nov/Dec.

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Champion Women’s Cover photo by SPORTSINSIGHTMAG.COM University Fleece. Wai Ng

TIME OUT | MARK SULLIVAN

Tempus Fugit

Retail is in major ONE OF MY FAVORITE CHRISTMAS GIFTS WAS A T-SHIRT THAT FEATURED THE LATIN transition and phrase “Tempus fugit.” Even a failed altar boy like me knows enough Latin to know the while that scares phrase translates to “time flies.” some people, And indeed it has flown all the way to 2015. It’s been a wild few years in the business I always say world and indeed even a wilder decade. In the 10 years since we started Formula4 transition equals Media, the business has seen dramatic and enduring change. Acquisitions and attrition opportunity. have led to a consolidated marketplace with power concentrated in the hands of fewer retailers and suppliers. To take it a step Retail is a mashup of concepts with stores big and small trying to figure out how to further, you could serve the consumer with what they want, when they want it. Retail is in major transition say big changes and while that scares some people, I always say transition equals opportunity. To take will equal big it a step further, you could say big changes will equal big opportunity. opportunity. At the same time, we’ve seen the emergence of new brands and the development of new categories. My Christmas T-shirt was from a brand called Linksoul, founded by John Ashworth, who revolutionized the golf apparel business 20 years ago. Active is again the driving influence in the apparel business. This is great news for sports retailers, but it’s certain to bring increased competition from other channels of distribution. The other category that promises to be a gold rush is wearable technology. This is the category that began with activity bands and heart rate monitors and is now moving into hats, socks and jackets that help measure athletic performance. Such product sounded almost laughable a few years ago, but in the next few years the retailers and brands that figure it out will be laughing all the way to the bank. Sometimes readers will tell me that it’s easy for us to sit in our offices and write about the business with a sense of wonder and optimism. And I’m the first to say “it’s easier to write about retail than it is to run a store.” But I will also say the media business has also undergone dramatic change that has inspired companies like ours to adapt, innovate and figure out new ways to serve our markets. I promise that we’ll continue to do that in 2015 and beyond to keep pace with the changing business environment.

6 • Sports Insight ~ January/February 2015 sportsinsightmag.com

IN THE MARKET Reebok Partners with UFC New Apparel and Footwear Line to Come

n a move that Reebok pay-per-view event provider in the president Matt O’Toole world. Exact terms of the deal were describes as “more than not disclosed. a licensing agreement,” O’Toole points out that there Reebok and UFC have are 35 million people around the entered a partnership in world who train like fighters, be which Reebok will be the it in fitness routines at the gym, exclusive global outfitter in boxing and jiu-jitsu classes or Iof UFC. O’Toole describes the in MMA training. “This is not just move as a good fit for Reebok’s about the elite athletes,” he says. “fitness roots” and a complement “There are millions of people to Reebok’s existing partnerships training like this, doing combat and product in the “tough training, just to be the best they fitness” realm. can be. We will have a whole new Under the long-term deal collection of footwear and apparel with UFC, Reebok will become dedicated to this discipline.” the exclusive authentic global Adds O’ Toole, “Over the last few outfitter of UFC, creating for the years we have created a coalition first time UFC “Fight Week gear” of fitness brands with CrossFit, and a “Fight Night kit” for all UFC Reebok Spartan Race and our athletes. Reebok will also be the partnership with Les Miles that is apparel provider for millions of really about an aggressive form UFC fans around the world. Owned of functional fitness. It’s ‘tough and operated by Zuffa, the UFC is fitness.’ UFC is the next step in our UFC champions and Reebok athletes Jon Jones and Ronda Rousey. the premier mixed martial arts fitness journey. We’ll be addressing (MMA) organization and largest a whole new consumer.” O

Zamst Extends Relationship with NBA Star Stephen Curry

amst recently amazing talent to watch on the court.” announced a says Bryan Smeltzer, general manager continuation of of Zamst U.S. “Our performance- its worldwide driven product line was founded endorsement deal through innovative products created with NBA star Stephen to help players like Stephen stabilize Curry. One of the their injury and provide them with league’s best players both the physical and mental con- Zon one of its best teams, the Golden fidence to play without limitations. State Warriors’ Curry has overcome We look forward to continuing our persistent ankle injuries to become an relationship with Stephen, providing elite NBA player. He wears the A2-DX the products he needs to perform at ankle braces on the court. an elite level and watching him con- Since his ankle ligament surgery tinue to dominate as one of the NBA’s in 2011 Curry has been wearing the premier point guards. Our Precision Zamst A2-DX to support his ability Engineered Support products protect to stay on the court. He was named and reinforce the elite athletes of the to his first All-Star Game in 2014 and world and we are proud to continue he set the single season NBA record our partnership with Stephen.” with 272 three pointers in 2013. Curry The A2-DX ankle brace is is making a case for himself as one of constructed with EXO-Grid rigid the elite shooters in NBA history. In guards, which restrict both inversion addition to these achievements, he and eversion sprains. X-straps was also selected to the 2014 USA provide anterior, lateral and medial Basketball team. In the 2013-14 sea- stability of the ankle. With a rear son Curry averaged 24.8 points, 4.3 entry design, the brace provides rebounds, 8.0 assists, and 1.6 steals. individualized i-Fit technology with NBA star Stephen Curry. “Stephen is showing everyone what an anatomically correct right and left he can do when healthy and is an ankle design. O

8 • Sports Insight ~ January/February 2015 sportsinsightmag.com

IN THE MARKET

“You pick a shoe because of that Be Like Lance player and how his style of play describes you.” nd1 sees Lance I believe and that’s how I feel about New Stephenson as a perfect York. The city is is like the Mecca of match for its brand. everything. I feel like New York just creates Like the Brooklyn-born stuff before everyone else and then they all NBA player, And1 sees copy our style. That’s how I feel just being itself as a scrappy from New York. And representing New underdog capable of York? It is just a different swag.” creating excitement at anyA given moment. Under the ownership What do you look for in your of Sequential Brands, And1 is promising a basketball shoes? strong cohesive brand story that will bring “I am very flashy. I like stylish stuff. I like together footwear, apparel and accessories things that stand out. I ask them to make in a manner befitting the brand. Just like shoes for me that stand out and outfits Stephenson, the brand has a colorful past, that make you look like you are getting relevant present, and bright future. ready for war.” Sports Insight caught up with Stephenson right before the NBA season tipped off. When you were a kid, what influenced Here’s what he had to say. your basketball sneaker choices? “Any time you get a basketball shoe it is How would you describe the And1 brand? because of the player who wears it. You “The brand is more than just a brand. It is would pick a [signature shoe] because about the culture and the streets. And there of that player and how his style of play is a classy side to it, too. And1 is a fit for describes you, too. The T-Mac Adidas everyone who rocks it. I’ve been down with sneakers back in the day — I loved those the brand since I was young.” because I liked T-Mac growing up. I try to play like him. I always got sneakers How would you describe yourself as according to who I thought I played like.” a player? “My game is confident. I think I’m a leader Tell us something about Lance and a winner. I am just going to try and stay Stephenson that might surprise people.

Lance Stephenson models focused and just play hard.” “When I am on the court I am focused and I don’t care how people look at me. I just some new And1 gear. You are a New York City guy and a want to win. Sometimes people look at that schoolboy legend in the city. What do in a different way and think I’m mean, but you think makes NYC the Mecca of it’s just that I am motivated to win. I feel like basketball? off the court I am funny and I like to play “You know, if you can do it in New York, around. I’ll bond with any type of crowd. then you can do it anywhere. That’s what I think I’m a cool guy to be around.” O

Rihanna Named Puma Ambassador

PUMA ANNOUNCED THAT IT HAS Rihanna will play a starring role inspiring partner for women’s training entered into a multi-year partnership with in Puma’s brand campaign, Forever was very important. Rihanna was a the music star Rihanna. As of January Faster, and be featured along with natural choice for us. We’re delighted to 2015, Rihanna is Puma’s global ambas- athletes such as Usain Bolt and Sergio have her as a partner and we’re looking sador for Women’s Training and will Aguero. Rihanna will also partner with forward to what’s to come.” serve as the Puma Women’s Creative the brand on consumer and retail Adam Petrick, global brand and Director, bringing her styling sensibilities events, training and fitness-related social marketing director for Puma, says, and innovation to Puma’s collections. media content and product programs. “Rihanna brings joy to audiences According to the brand, Rihanna Bjørn Gulden, Puma CEO highlights around the world but also ignites and will be “the face of” Puma’s Women’s Rihanna’s “global profile, her charisma awes. Puma admires her for never Training category and in her role and individuality and her ambition” as waiting for the next big thing, but more as Creative Director for the training things that make her a good fit for the so for driving what happens next — in category, she will work with Puma’s brand. “She also aligns perfectly with the fashion, style, music and soon to be, internal product creation team to design values Puma strives for: to be confident, in sports. Rihanna demonstrates a and customize classic styles as well as brave, determined and joyful,” he says. body confidence and determination create new styles to add to the Puma “With a strong portfolio in football, that is the exact representation of product portfolio. running and motorsport, finding an the Puma Woman.” O

10 • Sports Insight ~ January/February 2015 sportsinsightmag.com INTRODUCING MCS (MUSCLE CONTAINMENT STAMPING) THE FUSION OF THE HUMAN BODY + 2XU COMPRESSION TECHNOLOGY FOR HUMAN PERFORMANCE. MULTIPLIED.

COMING FEBRUARY 2015 THE WORLD’S MOST ADVANCED COMPRESSION TECHNOLOGY IN THE MARKET

Under Armour Goes Camo

Jumping on the trend of camo patterns in team sports and casual wear, Under Armour’s new Igniter 2.0 sunglasses now come in a cool camo design in a host of team colors, along with co-molded rubber temples with Spine Inspired self-articulating fit and a three- point grip. The rubber nose pad and specially engineered temples ensure a comfortable fit. MSRP $89.99-$159.99.

New Positioning for Soffe in Spring

or Spring 2015, Soffe’s women’s Research cited by Soffe, from global market apparel line is getting reposi- research agency Toluna, reveals that 81 percent tioned and relaunched with new of women aged 13-24 say they are more moti- materials, styles and a focus on vated to exercise when with friends or on a team; what the brand’s research says 92 percent believe they are more powerful as a its customers really want. group; and 91 percent want to be part of some- The brand, which has seen thing bigger than themselves. just about all of its executive Soffe’s new ‘Strength in Us’ campaign aims management to connect young women Fteam change in the past year, with the brand and with is aiming to connect with its each other in authentic consumers and deliver with ways so they can be a part revamped product. of something bigger than The women’s line fea- themselves, says Anderson. tures a whole new product The brand will relaunch its assortment, with styles that website this spring, includ- are expanding on the Soffe ing a component that will Dri tech introduced last help consumers find the spring. “We have seen great perfect fit. The social media response from that,” says component of the campaign Soffe marketing director Paul will include a “ban the self- Anderson. Soffe has histori- ie” element that challenges cally been more of a bottoms what Anderson calls the business, but with the new “selfie epidemic.” line the tops to bottoms The women’s line from Soffe ratio is changing. There is now includes shorts, capris also more use of technical and tank tops with Soffe Dri fabrics and trend-based moisture wicking fabrics and looks and silhouettes. features new silhouettes, pat- “There is fundamental terns and ruched detail. The change at Soffe from a line aims to reflect enhanced brand positioning perspec- fit, performance, technology tive, from a product per- and style. The goal is to blend spective and from a day-to- performance with the right day doing business perspective,” says Anderson. amount of trend, while keeping Based in part on research indicating that the price very affordable, says Anderson. young women are not connecting with most ath- “It’s more sophisticated product,” he adds. letic apparel advertising currently on the market, “It’s Soffe grown up. But we don’t think it should Soffe is launching a campaign that aims to con- break your pocketbook, and we are razor sharp nect with women in a more truthful way. focused on delivering on that.” O

12 • Sports Insight ~ January/February 2015 sportsinsightmag.com

IN THE MARKET Reef’s Tech Is Swellular

“The fusion of fashion and technology continues to excite us.” TOM COOKE, VP–FOOTWEAR, REEF

Surf lifestyle brand Reef is amping up the offerings of its footwear featuring Swellular technology for Fall 2015. The expanded Rover Collection aims to fuse function and fashion for “the traveling surfer.” Reef Swellular Technology is built around three layers of material: a soft, contoured foam deck for comfort, a medium-density midsole for support, and a high-density rubber outsole for traction, protection and durability. A highlight of the collection is the Reef Rover Mid. The style is a twist on a traditional workwear boot, combining a fashionable upper with comfortable outsole construction. The Reef Rover Mid is available in a premium washed canvas and a full grain leather. Tom Cooke, VP-footwear at Reef, says some of the influences for the Rover line were fashion trends in Japan. “The styling has a more global feel and there is a lot of attention to detail,” he notes. “The fusion of fashion and technology continues to excite us because it delivers such versatile products.” O

Volcom Fine-Tunes its Footwear

Fall 2013 was the first season that action sports brand Volcom offered closed-toe footwear. Two years later, the brand is zeroing in on what it does best. Among the highlights for Fall 2015 are three lightweight hiking boot styles for men and a lightweight casual shoe called the Vaper (pictured above). The Vaper features RCF technology, the Recliner Comfort Foam that is popular in the brand’s flip-flop and sandal line. O

14 • Sports Insight ~ January/February 2015 sportsinsightmag.com RETAIL POWER. SIZE. INFLUENCE. EXPERIENCE.

THE POWER 14: SPORTS INSIGHT’S ANNUAL REPORT ON THE MOST INFLUENTIAL RETAILERS IN SPORTS

Academy Sports + Outdoors Big 5 Sporting Goods Bob’s Stores City Sports Dick’s Sporting Goods Dunham’s Sports Foot Locker Hibbett Sports MC Sports Modell’s Sporting Goods Olympia Sports Scheels Sports Sports Authority Sport Chalet

CONTACT In-depth coverage of the Sporting Goods Channel Power 14

Jeff Gruenhut • Key Facts and Figures 404-849-4156 [email protected] • Interviews with top executives • Online shopping experience Mark Sullivan 646-319-7878 [email protected]

Troy Leonard The Power 14 Report will appear in the March/April 2015 issue of Sports Insight 352-624-1561 • 14,000 copies mailed to the entire Sports Insight circulation list [email protected]

Matt Mauer 516-305-4710 Includes special bonus distribution [email protected] • Bonus copies printed and mailed directly to the executives and store managers of the Entire Power 14 List Jeff Nott 516-305-4711 • A digital version will be made available and distributed throughout the year [email protected]

Beth Gordon 949-293-1378 Adjacencies to key retailers are available [email protected]

Sam Selvaggio 212-398-5021 Sports Insight Ad Space Close Ad Material Due [email protected] March/April 2015 February 20, 2015 February 27, 2015 IN THE MARKET

Mixing it Up at Retail

Injecting Some Personality Into the Equation Would Benefit Brands and Stores.

By Ron Menconi and footwear. Sporting goods has come to market? The GoPro boosted sales because people had stores used to be for the most camera and wrist monitors like to have them and they did not take hile making tours of part equipment with some related fitbit are recent new products sales away from something else. big-box sporting goods apparel and footwear; now 70 that started in sporting goods but The stores that took the risk and stores and outdoor spe- percent or more of the floor are now primarily sold in mass were first to step up and bring in W cialists in the last year I space is devoted to apparel and market retailers and electronic these new items drew more traffic have noticed it is getting harder to footwear. Has that gone too far? stores. If you look back over the and reaped the benefits of making tell one from another. These stores New sports or advancements start full margins and being known for are well merchandised and have with hard goods. Buyers are not taking having new and innovative items. good layouts, but the merchandise The merchandise mixes are safe, many risks on new Today, with all the retailers with selections are not unique for each with not many real new featured items and that means virtually the same brands and retailer. Most have vendor spon- products or emerging new brands. merchandise mix consumers have sored concept shops from Nike, Consumers are being forced to buy that customers do nothing really new and exciting to Under Armour, The North Face, hard goods from online retailers not see anything see and shopping for sports starts Columbia Sportswear and others. who have the selection that the unique when they to become boring. Buyers are not The product selections and collec- brick-and-mortar stores have come into a store. taking many risks on new items tions are similar based off of what dropped. This drives traffic down and that means that customers do is forecast into their auto replenish- in stores and they miss the related last 30 years or so there were new not see anything unique when they ment programs. The retailers are add-on sales and soft goods they items that really drove people come into a store. turning the merchandise manage- buy while shopping for those items. into sports stores and created This conservative strategy is not ment over to the vendors and that With retailers being conservative, real growth. It was innovations going to get people off the couch is contributing to this sameness manufacturers have backed like the Prince oversized tennis using their smartphones, tablets from store to store. off of spending to develop new racket, metal bats, Under Armour and playing games on a 50-inch TV. Hard goods selections have technology and come up with cold gear, snowboards and wake We have a whole generation that consistently been reduced over those new products that drive boards. Rollerblades were a game feels recreation is sitting in a dark many years, giving more square growth. When was the last time changer, as were Razor scooters. room while looking at some kind of footage to higher margin apparel something really new and exciting When all these items came out they screen.

16 • Sports Insight ~ January/February 2015 sportsinsightmag.com What needs to change for relationship with? Is it too hard seeing the same vendors you see “outside the box.” stores to develop their own to get new items set up in our all the time. Schedule time to just • Are we coming up with unique personality and to have system? Will my customers see walk the show. incentives to get our retailers to new and exciting products come something new every time they • When mistakes are made and share the risks on new items and to market again? come into my store? new items do not work out, make technology? • In marketing are we committed sure buyers understand that if Sporting goods needs to have As a retailer this is what I would do: to featuring new items or brands they don’t make a mistake now some new life and excitement • Tour other retailers and ask this in our ads or just the safe same and then they are not being brought back into retail. New question: Why would someone items we did last year that week? aggressive enough. products and innovation will drive past this store to shop Are we featuring a good mix give the kids and young adults and at my store? Do I offer some of hard goods and soft goods? As a sports or outdoor brand I a real reason to buy sporting brands and unique items that Are we featuring committed would start with these questions: goods instead of heading to the they don’t have? Did I get that items at a price points or • Are we committed as a company electronics store. That is going to new brand or new tech item just a percentage off a brand to the research and development take research, new sports, new before them? Are my competitors or category? Should I have a to come up with real new prod- products for existing sports and featuring the new trends and new process in place to make sure I ucts? Do we have enough funds retailers to be creative and make items better than my stores? have at least 10 percent of my allocated and a five-year plan? their merchandise mix unique from • Start a category by category featured advertised mix new or • Are we planning on growth all the others. O review and make sure new items unique items? through new product and or brands are regularly reviewed • Are buyers pushing vendors innovation or just trying to sell Ron Menconi was and incorporated in the mix. Are for new items that will give my more of the same stuff? SVP-merchandise and marketing for my buyers giving new vendors store growth and give my store a • Are we listening to the end G.I. Joe’s for more an appointment and opportunity different personality than other consumer about what they than 10 years. He is currently president of to present new items or are retailers? are looking for? What are the Menconi Consulting, they taking the easy way out • Go to trade shows with the retailers looking for? which works within the sports and with a safe mix from the same attitude of finding new vendors • Do I have product development outdoor industries at sales reps that they have a close and new items and not just people who can really think retail and wholesale.

sportsinsightmag.com January/February 2015 ~ Sports Insight • 17 LICENSING Adidas NBA All-Star fan apparel.

adidas all star Xxxxxxxxxx Xxxxxxxx instant success when we launched it a couple of years ago,” a New Era spokesperson says. “We continue to see heather looks trending in the market and have recently expanded our color offerings to include scarlet, blue, and even team specific colors.” Likewise, prints and patterns will also drive style in New Era’s licensed headwear in the year ahead. Bright GAMEON florals along with Hawaiian and tribal prints are popular. In the licensed headwear business, trends rise and fall Top Trends for 2015 at the drop of a hat, notes Clay Cone, retailer marketing and licensing specialist at Top of the World. “Yet we see in Sports Licensing. some strong foundations solidifying for this upcoming year,” he adds. “The first to note has to be the emphasis verything from fantasy sports to retro style on lightweight, breathable materials. These types of is having an impact on trends in the sports fabrics are doing very well across the industry as a licensing business for the year ahead, vendors whole and we have seen that uptick on our side as well. E report. Another trend that is quickly becoming a staple in our Old school style no longer needs to mean throwbacks industry is the camo business. There seems to be a lot to the 1950s. For today’s youngsters, the 1980s and of excitement around the hunting-style camo that we 1990s suffice. For example, Mitchell & Ness, known for cannot deny — and we are looking to support that.” its authentic throwback styles, is seeing a lot of success Kevin O’Neill, VP licensed sports at Antigua, notes with its retro jerseys — from the 1990s. “The popularity that style trends are crucial, but so is the fan focus. of 1990s fashion trends has definitely impacted As for overall license sportswear trends, the key one our jersey business,” says Lynn Bloom, director of remains “team spirit,” according to O’Neill. “Fans are merchandising, authentics for Mitchell & Ness. “Most willing to go to great lengths to profess their loyalty of our best-selling NBA jerseys are from the 1990s and through their fashion statement.” have bold designs. These include the 1992/93 Charlotte Trends impacting Antigua’s licensing business Hornets, 1996/97 Vancouver Grizzlies, 1996/97 Atlanta include the growth of women’s lifestyle apparel, Hawks and the 1998/99 Toronto Raptors.” according to O’Neill. “Women’s lifestyle apparel is now designed with a youthful/contemporary look for the Trend Report missy women,” he notes. New Era, official on-field cap for Major League In men’s licensed apparel, O’Neill highlights fashion Baseball and the National Football League, reports that details such as lightweight chambray woven shirts in key trends for 2015 revolve around fashion. The New different washes, as well as the popularity of quarter zip Era design team says that heathered fabrics are big for and full zip midweight outerwear designed for warmth Bleacher Creatures Plush Player. 2015. “Our deep sports heritage made heather grey an without the bulk.

18 • Sports Insight ~ January/February 2015 sportsinsightmag.com

LICENSING

Antigua Women’s Supersonic

Fall 2015 collegiate licensed trends highlighted by Champion include a focus on comfort; activewear as a mega-trend; prints and patterns; and classic style. Megan Kreher, Champion senior marketing and merchandising analyst at Gear For Sports, a HanesBrands company, says a key trend for 2015 is “All comfort, all of the time.” Kreher adds that “the merging of lifestyle and performance (athleisure) is the trend of today and future seasons.” Fall 2015 Champion Performance product is designed for the everyday athlete, she

Under Armour Rival Hood in Camo notes, adding, “We have the perfect items for him and her to wear from the gym to game day and all the hours in between.” Champion’s 2015 line also features a focus on the print and pattern trend. “It can be found in both our garments and graphics for Fall 2015,” says Kreher. Retro style is also a key trend for Champion, which has been creating sportswear since 1919. The Champion Originals collection highlights the brand’s authentic sports heritage. The product consists of fleece and tees that give a hint of retro, fashion forward, unique and original details. Key style trends for Under Armour’s 2015 collegiate licensed apparel include graphic prints and patterns for men; tailored performance; women’s studio New Era Bloom Strap 9Fifty and layering; and youth patterns, says Emily Davis, brand manager, Under Armour, at Gear For Sports, a HanesBrands Company. “Gone are the days when men shy away from bold quarter zips, hoodies and tanks.” The line includes bold prints and vivid colors,” says Davis. “We are replacing prints and patterns such as Launch, UA’s newest print. his old-school team tee with our graphic Tech Tees, Plus, the Charged Cotton Tee, Rival Hood and Rival Crew are now offered in modern Camo prints. UA is also offering more licensed apparel featuring tailored performance such as woven styles. And the new Studio collection from UA’s collegiate licensed division delivers crossover style for women. Under Armour is also expanding the youth collection in its collegiate licensed offerings in a big way, bringing in bold patterns and colors for boys and girls. Mitchell & Ness Mugsy Bogues 1992-93 Adidas, the official on-court apparel provider for Authentic Charlotte Hornets Jersey the NBA, has some New York City-inspired designs in store for the uniforms and apparel for the 64th NBA All-Star Game scheduled to take place on February 15 in New York City. (All-Star events will take place at both Madison Square Garden in Manhattan and at Barclays Center in Brooklyn.) The jerseys and accompanying merch are a bit old school. The words “East” and “West” are not present on the jerseys, but an NYC15 patch is featured on all of the jerseys. Adidas designers say the All-Star uniforms pay Headsweats / Top of the World tribute to New York City’s basketball history and the Collegiate Collection different boroughs while incorporating the city’s legacy in sports, music and fashion into the designs. The clean, timeless design, they say, is inspired by classic sports uniforms and barnstorming basketball teams from the early 20th century. Headsweats, which has a partnership with Top of the World and recently signed a licensing deal with Loudmouth, focuses on style and performance fabrics in its licensed products. “The biggest trend for licensing is the brand equity of what is to be licensed and to Victory Tailgate licensed cornhole board have an exclusive where possible,” says Headsweats Champion Men’s Achievement Hood president Mike McQueeney.

20 • Sports Insight ~ January/February 2015 sportsinsightmag.com

FORECAST 2015

GENERATION

GENERATION Z Born 1995-beyond 5 Screens Communicate with Images Create things Future-focused Realists

MILLENNIALS Born between 1981-1995 2 Screens Communicate with Text Share things Focused on the present Optimists

22 • Sports Insight ~ January/February 2015 sportsinsightmag.com The Youth Demographic Shaping the Industry’s Future. Story by Cara Griffin

If you’ve had enough of hearing all about what makes Millennials tick, you’re in luck. The new generation to watch is Generation Z. And for retailers and brands, understanding this younger generation will likely be crucial to the future of product, marketing and retail. Gen Z, loosely defined as those born after 1995, makes up 25.9 percent of the United States’ population and has $44 billion of spending power. Gen Z may be the most socially savvy group that marketers will ever meet, according to recent research published on Mashable.com. Here are a few stats to keep in mind: 81 percent of teenagers are on social media; 93 percent of Gen Z say they visit YouTube at least once a week; 54 percent visit the site multiple times through- out the day. Gen Z also uses Twitter (26 percent), Google+ (26 percent), and Instagram (17 percent) on a weekly basis.

Marketing to Gen Z sufficient, due in large part to technology. chain stores have already started to invest Mobile technology is a must to reach this As society’s first true “digital natives,” more time and money in promoting this consumer. And with the constant evolution they feel empowered by their access to category. Stores that are experts in this of apps and media technologies, brands information and seek to influence the category have their fingers on the pulse of marketing to Gen Z need to understand products and content they consume. the future. how this demographic consumes its digital Generation Zers are having online content. They want shorter form content – conversations about brands well before Smart Textiles whether it’s a video or an animated image companies are even thinking about Once seen as a Jetson category, smart – that is tailored to each social platform. marketing to them, making it critical to stay textiles have become a reality. The Their digital attention span is generously ahead by understanding their wants and lifestyle of younger consumers is about estimated at eight seconds per interaction. needs. Research indicates that they will speed and connectivity. The smart This generation knows the ins and outs of seek honest relationships with the brands, garments of the future will enable people the Internet, shops online and is ambitious artists, and institutions they follow. to monitor themselves and use digital about work. And your future business just To reach this generation, marketers devices with less bulk. may depend on understanding how to are encouraged to tap into Gen Z’s Game-changing ideas are coming from market to them. entrepreneurial spirit; listen and respond companies such as Consider Clothing + that Gen Z is described as mature, self- to them, particularly online; find small works with brands such as Suunto, Adidas, directed and resourceful. Do It Yourself (or big) ways to invite them into your Garmin, Under Armour, Philips and Timex. (DIY) culture and crowd sourcing are key decision making; let them try before they Consider Clothing + is a leader in textile to this group. Of note: 76 percent say they buy; and make sure you are innovating heart rate sensor products, and has helped wish their hobbies would turn into full- and digitally evolving. develop garments such as sports bras with time jobs and 72 percent of high school Here are a few key sporting goods heart rate sensors. students say they want to start their own industry trends and business developments The trend here is towards wearable, business someday. – that align with Gen Z’s values – that we comfortable, lightweight tech built right They prefer using five screens for multi- think will be impacting business in the year into the garment. This is evolving to tasking. That’s right — five. That’s TV, ahead, and beyond. developing and integrating sensors for all phone, laptop, desktop, plus an iPod or kinds of biosignals and ambient signals to other portable music device. Wearable Tech help athletes collect data from exercise and Gen Z is using Facebook less and using There has been an explosion of recovery to everyday life, work and sleep. Instagram more. Twenty-five percent competition among suppliers and a This is done with functionally sleek, thin of 13-to-17-year olds left Facebook in growing awareness by consumers about sensors that can be integrated into normal 2014, according to research from the the wearable tech category. If Apple can do looking activewear garments. Intelligence Group. for watches what it did with MP3 players, Another example: items such as the new the sport watch category is likely ready to Sensoria Fitness Socks, which are “smart” Connecting with Gen Z explode. Margins are lower for retailers here socks infused with textile-pressure sensors. Intelligence Group’s Gen Z Cassandra than in shoes and apparel, but technology The socks are designed to be paired with Report reveals that growing up represents a legitimate opportunity for a Bluetooth Smart detachable anklet that constantly connected, members of Gen stores to make up dollar volume and profits. lets the wearer calculate steps, calories, Z are practical, driven, curious and self- Some specialty sports and sporting goods altitude and distance as well as cadence,

THE ONES TO WATCH

sportsinsightmag.com January/February 2015 ~ Sports Insight • 23 FORECAST 2015

foot landing technique and weight products directly online rather something they made online. one-hour delivery in New York distribution of the foot in motion. than in brick-and-mortar stores. City via its Prime Now program, Will this impact the way You Better Deliver which is slated to expand to other Me-tailing, Crowdsourcing and retailers operate in the future? Instant gratification is a cities next year. The service is Removing Barriers It already is. Recent research cornerstone of the Gen Z daily offered via a mobile app. Amazon Brands and retailers may be from The Intelligence Group’s reality. The delivery wars going will charge $7.99 for delivery in for some competition from Cassandra Report found that 26 on right now with retailers will be within an hour, and two-hour the entrepreneurial Generation percent of 14- to 24-year-olds important as this demographic delivery is free. Prime Now is Z. Young consumers are digital have sold something on a resale grows into adulthood. Same-day available exclusively to shoppers natives with the ability to website, 27 percent have sold delivery is the new thing now. who pay $99 for the retailer’s communicate their ideas through their own items at a consignment And to step it up even further, annual Prime membership. social media and sell their store and 16 percent have sold Amazon recently started offering What’s next? O

The Big Business Potential of Big Data

hen the cold bites in Columbus or by taking data at the SKU and category level. the snow falls in Chicago, Columbia “And this is a positive,” Mathew says, “because Sportswear jumps on the opportu- at the end of the day, there’s finite merchandise W nity to promote its outerwear. you can put in your store and big data allows you By blending its media inventory systems with to be hyper-focused.” sales trends and real-time geo-targeted weather Big data, Mathew adds, also holds the poten- data, Columbia and BSSP, the sportswear tial to produce more accurate forecasts, thereby company’s advertising partner, have crafted a reducing uncertainty and sparking more efficient data-driven formula to inform media buys and management of an organization’s resources. serve up digital product ads relevant to the Bolstered by corporate databases filled with weather in specific locations across the U.S. transactional, behavioral, operational and cus- “It’s about the right message at the right place tomer information, big data can help retailers and the right time,” BSSP group media director identify trends and gauge customer sentiment. Juli Johnson says. “Data can be overwhelming With a greater awareness of market … but it can also allow us to adapt to changing opportunities, retailers can identify openings consumer behavior.” and seek solutions with fresh eyes. Consolidating It’s just one example of how the proliferation from POS systems, loyalty programs, social information from distinct business areas, such as of data – popularly called “big data” – is media, Internet searches and more can be a game- sales, inventory and staffing, leaders can make boosting the efforts of companies across the changing tool for retailers, helping them to bet- sharper decisions. retail landscape. ter engage customers, heighten revenue, reduce And data’s proliferation can bring retailers “Data is critically important in how we costs and battle the competition. closer to customers, providing companies telling market,” Columbia advertising director Natalie “As more interactions get quantified … we insights into customers with which they can Hayes confirms, adding that data allows the can use analytics to figure out how to do things then produce relevant messaging or innovative product. For instance, with the steady emergence TRANSFORMING ANALYTICS INTO ACTIONABLE INSIGHTS. of wearables such as Nike’s Fuel Band and other like products delivering a richer understanding Oregon-based company, which has its products better,” says Eli Collins, chief technologist of fitness routines, companies can create more in thousands of retail outlets, including its own with Cloudera, an enterprise analytic data in-demand and responsive products, services and retail stores, to “confirm or pivot” marketing management company based in Palo Alto, CA. messaging, Collins says. decisions to drive results. Big data’s emergence has allowed businesses to observe customer behavior and make more Opportunities for action The big data revolution informed decisions across business areas. While data might be the secret sauce, it is not Bolstered by the ubiquity of smartphones, Big data’s impact is real, compelling and the end all, be all. “This can’t just be a massive social media and other digital outlets, data is undeniable, Collins says. data collection exercise,” Mathew reminds. accumulating at a rapid pace and challenging the To secure success, retail leaders need to invest metric system – and businesses – to keep pace. A boost from big data in the tools, techniques and people to manage Every day, in fact, Facebook users upload millions According to George Mathew, president and big data, Mathew contends, but also create a of photos, Google processes more than a billion chief operating officer at Alteryx, an Irvine, data-driven culture in which decision-making is searches and Twitter hosts millions of hashtags. CA-based firm that specializes in data blending a marriage of intuition, inquiry and analytics. He And with an estimated five billion more people and advanced analytics, big data is helping retail- calls knowledge of the market and gut instinct “a set to join the virtual world over the next decade, ers achieve a much more complete understanding starting point” that can then validate or disprove big data’s pace will only grow more voluminous of customer segmentation and behavior. a hypothesis. and more intense. “Big data is giving retailers an opportunity to be “The information used to build great retail It’s daunting, yes, but also promising for sport- much closer to what customers need,” he says. opportunities of the last 20 or 30 years should not ing goods enterprises able to harness the power On the merchandising side, for instance, be thrown out the window, but used with data to of data and transform analytics into actionable retailers can better align their inventory planning make better decisions,” Mathew says. insights. After all, the digital fingerprints pulled and product assortment with specific locations — By Daniel P. Smith

24 • Sports Insight ~ January/February 2015 sportsinsightmag.com

MOUTHING OFF

the fusing of various materials and exciting, performance-based and flavors, mouthguards provide products seem to be growing and protection beyond anything most there are more options than ever, adults ever wore as kids,” he says, which is always a good thing for adding that the introduction of the consumer and assists in the flavor even makes some of them growth of the category.” even taste good. Jan Akervall, president and “These better materials and CMO of Sisu Mouth Guards, Saline designs have higher AURs and MI, points out mandatory use in are driving double-digit category many sports is among the most growth,” Padovan points out, and important factors driving the the braces/orthodontics and fla- business. “Price and style have vored mouthguard segments now traditionally played a role since account for 35 percent of category up until now there have been no sales and have AURs that are high- alternative to bulky, uncomfortable er than the category average. mouthguards, and one hasn’t been “Most new mouthguards entering better than the other,” she adds. the market are combinations “But now, science, comfort and of multiple layers, which we safety information will become pioneered 20 years ago, but there more important.” are also new blends of materials Joseph Manzo, president and that provide closer and more CEO of Brain-Pad, Conshohocken, comfortable fitting mouthguards, PA, points to the technical advanc- whether they are single or multiple es of today’s mouthguards as the layer constructions,” says Jay reason for the category’s growth Turkbas, senior VP-marketing and at both the retail and team level. product development at Shock “There have been advances in Doctor Sports, Minnetonka, shock absorbing materials and MN. “The addition of flavor in now a high-end mouthguard can mouthguards has also been an have up to three different types interesting technical addition to of thermoplastic materials in its Modern mouthguards are rapidly becoming a vital part of a material development.” design,” he explains. The flavor claim is being made player’s protective gear and opportunities abound beyond strongest by MoGo Sport. “As The notion or belief that traditional contact sports. Just don’t mention concussion the innovators of the flavored a mouthguard helps to prevention. Because despite their limited connection to the mouthguard category, we believe minimize head injury concussion issue (more about that later), mouthguards are that flavor is driving the overall seems to have fallen off business,” says CEO and founder an increasingly important piece of required equipment in Bruce Angus. “More companies are significantly. most contact sports — and are finding non-mandated use getting into the flavored space and Chris Circo, Battle Sports Science in sports ranging from soccer and basketball to baseball and dealers are allocating more share softball. This growth is being driven by not only increased to the category.” Active Brands/Battle Sports “Just as teams are putting more awareness, but by technical advances as well. Science’s CEO Chris Circo says money into better helmets, hel- that it is prudent to optimize sales mets with accelerometers, impact By Michael Jacobsen Norwalk, CT, the licensee of in every channel. “Like every chan- testing and more, the mouthguard Under Armour Performance nel, certain products and price business will only get more sophis- t all bodes well for retailers Mouthguards. He says that as points are applicable and the team ticated, driving the pricing higher looking for a high-margin, coaches, parents and players learn customer is no different. Products and higher and making it a true year-round product that that the mouthguards they receive must be catered to this channel in piece of protective gear, not just I needs to be purchased season as part of their issued equipment order to be successful,” he says. an accessory item,” Manzo says. after season. provide very little protection, fit Circo adds that since so many “Dealers need to educate them- “Safety, specifically the poorly and just don’t last, they will sports mandate mouthguard use, selves on the mouthguard business protection of the teeth, jaw and increasingly turn to sporting goods the category will certainly grow. because this is going to be one gums, is and will always be the stores as their supplier of choice. “The many options available to the interesting market to be involved primary driver in the mouthguard “Today, with amazing new consumer helps to grow certain with for generations to come.” category,” stresses Jeff Padovan, materials, new technical molding segments within the category. Padovan says there are very CEO of Bite Tech Sports Group, processes, patented designs and Prices have edged up, flavor is new good technical reasons why

26 • Sports Insight ~ January/February 2015 sportsinsightmag.com A Closer Look at An Increasingly Important Piece of Equipment.

mouthguards have become a higher sion rates have doubled in the past sions,” agrees Sisu’s Akervall. “We margin, higher selling category. decade in high school sports. have spent time explaining this to First and most simply, mouthguards “There is a significant amount customers, retailers and distribu- are a mandatory piece of equipment of misinformation in the public tors and we don’t make any such for contact sports. Athletes have to domain about mouthguards being claims since they are incorrect. All buy them somewhere. able to prevent concussions,” we can say is that there are no sci- Brain-Pad Tactical Training Mouthguard. “Retailers and dealers need to Padovan says. “Study after study entific evidence and that it is highly MSRP $24.95. understand the sales opportunity unlikely there will ever be any link that exists for limited-contact Improving technology between the two.” sports such as basketball and and the increased relative Coming closest to the line is soccer and aggressively market to value of safety and Brain-Pad, where Manzo points these players,” he adds. performance are giving out that since the Federal Trade Commission recently warned that The Concussion Discussion parents and athletes the until substantial scientific evidence No executive from any company reason to spend more is available proving concussion touches on the mouthguard’s and raise the price ceiling reduction with mouthguards, no role in concussion prevention. every year. manufacturer will or should make That’s because while they are an concussion claims. Jay Turkbas, Shock Doctor Sports important part of the discussion But Manzo does claim that the Shock Doctor Ultra Basketball mouthguard. going forward, today mouthguards Brain-Pad mouthguard reduces MSRP $24.99. play virtually no known role in the continues to show that claims jaw impact forces to the base of prevention of concussions. They of mouthguards being able to the skull and the jaw-joint complex are excellent at protecting and reduce concussions are factually (TMJ). “We all can agree that any preventing injury to the teeth, jaw inaccurate.” product that reduces impact forces and gums, but there is no proof While he points out that there to the fragile base of the skull has to that they do anything to prevent is certainly work being done to be a good thing,” he adds. concussions. create a mouthguard that contains Putting the mouthguard in its That said, there likely are athletes electronic sensors and wireless proper place in the concussion and their parents who buy mouth- transmitters to measure in real discussion, Jeremy Gesicki, direc- guards for their supposed concus- time the G-force impact of a hit, tor of marketing for Mueller Sports sion protection. But they do so “there is no concussion-preventing Medicine, Prairie du Sac, WI, says Sisu Aero. MSRP $24.99. without any claims to concussion mouthguard on the market today.” that while there is no scientific prevention by major vendors. Asked what claims his proof that wearing a mouthguard “In the past there was an assump- company makes in regards to will prevent a concussion, “there tion as well as limited anecdotal concussion prevention through its is still consensus among several research that suggested that mouth- mouthguards, Padovan has a one- experts in the field that a proper guards could help prevent concus- word answer: “None.” fitting mouthguard is an essential sions,” points out Turkbas. But, he A similar response comes from piece of equipment for kids partici- stresses, there is no valid, scientific, MoGo’s Angus. “MoGo makes no pating in contact sports.” peer-reviewed research that proves claims regarding the connection Gesicki’s view is that that mouthguards can help prevent of mouthguards to the concussion fundamentally a mouthguard should concussions. discussion.” “allow an athlete to perform his “What we know is that “The notion or belief that a or her given sport with minimal mouthguards protect against mouthguard helps to minimize head negative effect on performance MoGo M3 mouthguard. MSRP $14.99. tooth and mouth tissue damage,” injury seems to have fallen off signif- while ensuring that should they he stresses, although he admits icantly,” agrees Circo. “To be frank, receive a blow to the teeth or there remains a belief by some that athletes in most sports wear mouth- jaw, then it will offer appropriate mouthguards may help prevent guards because they are mandated. protection against damage to teeth.” concussions. “That rationalization Even though head injury can be still exists, but we do not foster or significant in certain sports such as Technology Means Price support that point of view.” girls’ soccer, very few players wear Price, technology, style, perfor- Padovan sounds the same tune a mouthguard.” Circo adds that mance and now taste are all driving while understanding the need for Battle was one of the first mouth- the mouthguard business, but all athletes to find something to help guard manufacturers to remove all agree a mouthguard has to perform them protect against concussions. concussion-related claims from its to justify the increased prices being He points to a study published packaging and websites. asked for them. in The American Journal of Sports “There is no scientific evidence “Price will always drive a Under Armour FlavorBlast Antimicrobial. Medicine that showed that concus- that mouthguards prevent concus- share of consumers purchasing MSRP $15.99.

sportsinsightmag.com January/February 2015 ~ Sports Insight • 27 MOUTHGUARDS

mouthguards,” says Gesicki. a piece of equipment that the Obviously, vendors are bullish “However, when a mouthguard athlete will want to wear.” on the mouthguard business and can successfully incorporate Undoubtedly, all of this strive to put their money where technology to provide improved protection and technology comes their mouthguard is. comfort or increased protection, with a price. So far consumers consumers do take notice. Each have expressed a willingness to The Future of Mouthguards sport has its own ceiling, but pay for better product, but is “Mouthguards will remain an advanced technology has value there a ceiling? essential piece of an athlete’s and consumers will pay more for “There is common sense as to equipment and we will see a mouthguard offering what the consumer budget is,” increased mouthguard adoption the market’s best Turkbas points out. “However, in nontraditional sports,” says fit, performance and the improving technology and the Gesicki. “Technology and protection.” increased relative value of safety innovation in mouthguard design “We have always believed that and performance are giving par- will continue to drive consumer dealers should take advantage of ents and athletes the reason to value propositions and high-end the consumer mindset that safety spend more and raise the price price points.” is important and sell better and ceiling every year.” “Some retailers have been best mouthguards,” says Shock MoGo’s Angus agrees. “Like handling the same mouthguards Doctor’s Turkbas. “It’s the continu- any equipment category, techni- for 30 years and seeing that The Vettex Model 25 DoubleGuard Lip Protector Series from Markwort. MSRP $10. ing evolution of customer realiza- cal improvements will be able to business dwindle away,” he tion that there is a benefit to better command a price premium and points out. “If you want to make fitting and lower profile protective will find consumers who want the better margins you need to be mouthguards using new technol- latest in protection,” he says. But, offering better mouthguards, ogy and materials as well as unique he points out, given the consum- because no one is going to let you features such as flavor.” able nature of mouthguards, vol- make better margins from the Angus points out that umes drop off significantly with same stuff that can be purchased historically mouthguards in the every $10 increase in price. at every retailer in the country.” team business have been an “add- “That said, why sell a $1 low- Circo urges retailers to simply on” sale and typically included end product as part of a team sell the benefits of the product. a cheap, low-end product. That package?” he asks rhetorically. “Train your people to explain has all changed dramatically in “The equivalent is selling a clearly why one product either per- the past few years as mouthguard $25 football helmet. Sell your forms, protects or does both better technology has caught up with customers on the enhanced than a cheaper, poor-fitting, poor- The Mueller Matrix self-fit mouthguard features Hyperlite 3 impact absorbing other protective products. protection and performance of a performing mouthguard,” he says. materials, patented OPROfin custom fit “Why would any athlete want better mouthguard.” “The real hope for true growth in technology and Air Shield air cushion barrier for protection. a helmet that costs hundreds Prices will continue to the category is for other sports to of dollars to be paired with rise as long as the product mandate the use of a mouthguard.” a $1 mouthguard?” he asks. value proposition is there to Padovan strongly believes the “Including a performance support it, adds Bite Tech’s mouthguard category will continue mouthguard as part of the Padovan. “Over the past five to trend upward for the foresee- equipment package will years the category has grown able future due to three key trends. provide greater protec- substantially as a result of “First, athletes and parents will tion benefits for the ath- product innovation and prices continue to want better quality, lete in addition to having have followed accordingly. innovative products that not only We don’t see the category protect, but also improve perfor- losing its growth trajectory mance,” he says. “These better in the next three years and in quality products are designed with fact will likely increase more more sophisticated materials and substantially if mouthguards molding technologies and come become mandatory in basketball with higher AURs, thus leading the and soccer, as we believe they category to higher levels.” should be.” Second, Padovan believes Manzo believes that traditional flavored mouthguards, which mouthguards made of a thin currently represent 17 percent of single plastic have a ceiling, the category, are here to stay and even if they have stars, fangs or could reach 30 percent market multiple colors on them. And, he share in the next three years. says, that ceiling will be become Finally, limited-contact sports lower as consumers, coaches such as basketball and soccer, and trainers get more educated which together account for 25 that there is better product out million participants, represent the there. As a result, high-tech, largest source of new users to the Markwort’s high-performance mouthguards category and quite possibly could Vettex is offered will continue to have a much double the size of the category in in 23 colors and three sizes. higher ceiling. five to seven years O

28 • Sports Insight ~ January/February 2015 sportsinsightmag.com

SHOE CARE

currexSole RUNPRO MSRP $49.95 Comfort is key with these insoles.

How to Sell Footwear Accessories By Mackenzie Lobby Havey / From insoles to laces to cleaners to traction devices, the footwear accessory category is a broad one. It is also one that requires additional legwork on the part of the retailer than more straightforward products like shoes and apparel. Indeed, these accessories don’t sell themselves, requiring salespeople to provide customers with an education on their uses. From honing selling techniques to updating displays, vendors and retailers alike have discovered a number of strategies for encouraging sales in the category.

Selling Tips is extremely simple to use and A Little Legwork Goes a Long Way When it comes to insoles, understand, but the reality emphasizing value is perhaps is that a customer will not the most important feature. understand what our product is While they are considered or what it can do for them until an accessory and require an additional purchase, they can When a customer Sure Foot save a customer money in can see the product Due North the long run. “It’s important Everyday Pro / in a shoe, it helps MSRP $25.99. to reiterate that the insole Designed for expands the life of a shoe,” says them understand heavy-duty use. Powerstep sales manager the functionality of John Blankenship. Similarly, cleaners, the product. conditioners and Matthias Merki, Xtenex anti-odor products can extend a shoe’s it is on their sneakers.” This lifespan. has prompted them to being Having hands-on testing “lacing stations” to see demonstrations if that assists in educating the available to consumer. customers so they “When a customer can see the can handle products is product in a shoe, it helps them another effective selling understand the functionality strategy. As Keith Martine of the product,” says Matthias of Hickies Laces, says, “Hickies Merki, of Xtenex. “And, of

30 • Sports Insight ~ January/February 2015 sportsinsightmag.com course, allowing them to experience the fit is the best way to help them understand the benefit of the lace.” Giving customers the opportunity to slip an insole in their shoe can similarly show how the product performs and whether or not it is comfortable. “On a global level you can measure that injury rate reduces significantly when runners have higher comfort in their footwear system,” says Lutz Klein, CEO and MD with currexSole Americas. “This is the only parameter that has been proven in biomechanics research.” “The best way to do this is to place Sole in one shoe and leave the factory insole in the other,” advises Sole CEO and founder Michael Baker. “Once the customer can feel the difference, they will immediately understand.” He also suggests having a customer balance on one foot without footwear and then try balancing with the footbed in their shoe. “Point out how much wobbling is reduced and how much easier it is to stay balanced,” he adds.

Attention on the Sales Floor Hickory Brands Oval Reflective Laces / MSRP $3.99. Adding a sense of safety and style to morning activity. Cindy Garbarino, of Speedlaces, says they have seen the difference good merchandising can have first hand with their updated iBungee Hickies / MSRP $14.99. These high performance Laces footprint display. “It’s very sleek and elastomer laces maintain a constant, snug fit, while still allowing for a bit of expansion after a long day makes the laces more visible,” she explains. on your feet. Making it easy to slip shoes on and “Plus the fun tube packaging showcases our off, Hickies is designed for the active lifestyle. vibrant colored laces beautifully and attracts customers’ attention.” FootBalance has found success in providing retailers with fit stations, which offer consumers a personalized foot analysis and custom footbeds in ten minutes, with insoles molded on the spot. Not only does the customer get a customized insole, this system takes the guesswork out of selling for the retailer. “Both the retailer and their customers benefit,” explains Todd Poseley, VP- sales at FootBalance. “FootBalance offers customers a unique opportunity to get a truly custom insole at an affordable price, while also educating them through a visual analysis of their foot and ankle structure.” Simply displaying the product in an intuitive way can also help encourage more sales. “Most of the stores that do well with insoles display them right next to or underneath their shoe display,” says Blankenship. “When a sales associate is in the back getting the shoes, this gives the customer a chance to look at the insoles and read the benefits of adding them.” Jenny Holmstrom, of Hickory Brands, says the same strategy applies to cleaners and deodorizers. “Placing these products near footwear, backpacks, sports accessories, or near the check-out is the easiest way to sell them,” she says. To be sure, while these are often add-on sales, once you draw attention to the product and hook a customer, they will come back again and again asking for SlackLace by Yankz / MSRP $6. SlackLace is a flat elastic lace Xtenex Accufit XF-Series Flat Lace / MSRP $7.95. They these products. O that helps eliminate the need to tie your shoes. adjust of all the models in the Xtenex Accufit Lace

sportsinsightmag.com January/February 2015 ~ Sports Insight • 31 SHOE CARE

Spenco ProMax Insoles / MSRP $69.99. Orthotic insole FootBalance QuickFit Yellow / MSRP $45. Sneaker Balls / MSRP $4.99 (2 Pack); $9.99 (6 Pack). features the addition of an athletic top cloth. All-purpose insole providing shock absorption. Simply pop these into any pair of shoes to fight odor.

Hickory Brands 10-Seconds Disinfectant Deodorizer / Speedlaces iBungee Laces / MSRP $5.95. MSRP $9. This deodorizer kills germs. Never tie shoes again with the iBungee laces.

Sof Sole FIT Insole / MSRP $39.99. Offers comfortable Sof Sole Fresh Fogger / MSRP $5.99 (three ounce) Sole Thin Sport / MSRP $45. Sole’s most minimal footbed. and stable sole. Keeps everything from shoes to gym bags fresh.

Powerstep Pinnacle Pink Full Length Orthotic / MSRP Sorbothane Maximum Duty Work Insole / MSRP $26. Aetrex Lynco Memory Foam Series – L2200 Orthotics / $37.95. Full support orthotic insert. Has a contoured air-infused base. MSRP $64.95.

32 • Sports Insight ~ January/February 2015 sportsinsightmag.com

BASEBALL

Looking for Ways to Increase Participation. The Future of America’s Pastime By Mike May est in baseball remains high, but there is room for more players and teams in local recreation leagues,

RUSSELL: he overall participation trend in the according to the governing bodies of youth baseball. The uniform sport of baseball in recent years “Little League’s participation has been relatively features a fully indicates a steady decline. But there stable over the past five years at approximately 2.4 sublimated V-neck jersey. is a silver lining — a high percentage million boys and girls playing baseball and softball in of core players who are passionately more than 80 countries,” says Patrick Wilson, senior dedicated to the game year-round. The VP-operations and development at Little League questionT remains, though, will that trend last and is it International, based in Williamsport, PA. However, he good for the future of the sport? points out, “the numbers are slightly lower from our While leaders in the baseball business – peak in the late 1990s/early 2000s.” manufacturers, retailers and team dealers “PONY Baseball and Softball had a registration – agree that the large number of core increase in 2014,” reveals Abe Key, president/CEO of participants helps keep the cash flowing, PONY Baseball and Softball, Washington, PA. “Most it’s vital for the long-term profitability of the increase came from our younger programs — and popularity of the sport that a sincere 12-and-under and girls softball.” effort be made to re-introduce the game “AABC participation has leveled off for the past three of baseball to more youngsters and to keep years, with slight increases each year,” says Richard them engaged and connected to the game Neely, executive director of the American Amateur well into their teenage years. Baseball Congress, Farmington, NM, who says the So as baseball players, managers, decline in participation has been stopped. “Right now, coaches and team dealers sharpen their we are about 60 percent from our peak. The main spikes for Opening Day of the 2015 season, change in baseball today is with the emergence of baseball remains a sport with a checkered travel ball. We are league-based.” recent past and cloudy yet somewhat bright “Babe Ruth League has experienced a slight future. It is trending up at the high school level, on decrease in participation numbers on the baseball the rise at the travel level and is stable, at best, at side,” notes Steven Tellefsen, president of Babe Ruth the local recreational/youth level. Baseball, Trenton, NJ, which is a community based- The most recent sports participation study by program for players age 4-18. He reports that from the Sports & Fitness Industry Association (SFIA) 2008 to 2014, Babe Ruth League experienced a 12 per- indicates there are 13.3 million baseball players in cent decrease in the number of baseball teams. While the U.S. The bad news is that overall participation most of the decline has been in the 13-15 division and in baseball is down 7.9 percent from where it 16-18 division, the Cal Ripken division (ages 4-12) has was in 2009 and there are 14.5 percent fewer started to experience a slight decrease as well. baseball players now than in 2008. In the face of this participation decline, the The good news is that better, more governing bodies are committed to attracting and expensive equipment continues to drive the keeping more young baseball players. bottom line of the business. According to “The key to our growth is retention,” states Key. SFIA’s Manufacturers Sales by Category Report “We work very hard to engage our membership, (2014 edition), wholesale sales of baseballs, listen to their concerns and assist them in making the bats, batting gloves, gloves and mitts, and baseball and softball experience for their members fun, protective gear in 2013 were $470 million, up memorable and safe.” slightly from $462 million in 2006. “Unfortunately participation in youth baseball has been steadily decreasing the past several years, as we Participation Challenges all know,” says Tellefsen. “Kids today have a lot more The bright spot in baseball remains at the options vying for their attention. Babe Ruth League is high school level, where the game is more doing everything possible to increase the numbers of than just holding its own. players participating in our program.” “High school baseball is on the rise in terms The organization recently implemented a coaching of participation,” says Elliot Hopkins, of the education and training program in conjunction with National Federation of State High School Ripken Baseball and Human Kinetics Coach Education. Associations, based in Indianapolis, IN. In If a child’s first experience with the game is a positive fact, the sport has experienced 25 years of one, the chances are much greater that he or she will increased participation. continue to participate. “We are very encouraged with this According to USSSA, its participation numbers have increase in the sport and we have not grown every year since the organization was formed touched the ceiling yet,” he says. in the 1990s. The key to its success: It retains and At the younger age groups, inter- adds players by providing a consistent product that is

34 • Sports Insight ~ January/February 2015 sportsinsightmag.com NOKONA: Nokona’s X2 Elite is CUTTERS: The Ultra Flex-Cap Elbow MARKWORT: When a ball passes over made with Stampede Steerhide Guard protects tricep to forearm and Eagle Eye Electronic Home Plate Strike 1 designed to encourage its players to continue and Kangaroo Leather. features Quick-Fit Straps. a light flashes and a buzzer sounds. to participate. As the statistics for baseball clearly indicate, participation in this sport could, and probably should be, stronger. After all, it is America’s Pastime. But, how does the baseball nation reverse this negative HEAVY SWING: The HeavyBat is a handle-weighted aluminum training bat specifically designed for live batting practice and hitting drills trend? As Robert Kopkin, director of apparel to promote proper “hands inside the ball” swing mechanics, while building core strength and increasing bat speed. at Marucci Sports, Baton Rouge, LA, says, “That’s the million-dollar question!” Fortunately, there are some people in the baseball industry who have answers to that question, but it remains to be seen if they are million-dollar responses. “The biggest thing I can suggest is to work together to increase participation and determine what is driving the younger players to other sports,” says Kopkin. “Every (sports) organization has its own agenda. The key is baseball is a safe sport and provides the XPROTEX: The Stingr Protective FRANKLIN: The Cold Weather Pro 3N2: The Viper XL features an upper with Batting Glove takes the sting and has a one-piece Pittards Digital breathable sandwich mesh and stylish brushed opportunity for the young players.” vibration of batting away. Sheepskin Leather palm. metallic PU and EVA midsole. “While safety should always be at the fore- front of all activities, it is important that gov- erning bodies and manufacturers work togeth- er to ensure both safety and performance standards are met in the most efficient manner possible,” says Michael Schindler, president of OLD HICKORY: The 9914 BBCOR is a one-piece aluminum bat constructed of series7 alloy and is precision balanced. Baden Sports, Renton, WA. “For example, to introduce BBCOR and then follow it with a flat-seam baseball seems to be SKLZ: The counter intuitive and introduces a variety of Thunder Bolt helps increase manufacturing and inventory challenges,” he hand-eye coor- says. “Second, kids need to have fun playing dination with a visual cue. baseball, which means hitting the ball out of the infield. Our approach is to create products that improve the game for the player.” A4: Batting Jacket is offered in both Just as the tennis industry rallied together men’s and youth in the 1990s to revive the sport of tennis, it will in six colors and is take all parties in baseball to pitch in to lend a made of 100 percent polyester helping hand, but it must start with the stew- and micro mesh. ards of the game, the various governing bodies. “Many reasons have been cited for the PINNACLE: The BamBooBat Line decline in participation, such as the economy, Driver Soft Toss Training Bat is for funding cutbacks, excessive pressure on kids, use when either soft tossing or hitting off a batting tee. competition from other sports, lack of skills, players drifting to different interests as they approach adolescence, and seasonal sports being played year round,” points out Babe MIZUNO: Generation’s Ruth’s Tellefsen. patented wall thickness technology “In order to combat the reasons for the varies the thickness decline, it is going to take a group effort. I am across the barrel, creating a massive sure each youth organization and MLB has sweet spot. their own ideas on how to entice and keep the player in the game,” he adds. “We need to have a meeting of the minds and compare thoughts and ideas.” He looks for the various organiza- tions to come up with a joint initiative and WILSON: The A2K ATEC: The T3 Tee features a 2015 Brandon Phillips telescopic aluminum stem with launch a collective campaign. O Game Model 11.5-inch high-density polyethylene base. Baseball Glove features Pro Stock hides. sportsinsightmag.com January/February 2015 ~ Sports Insight • 35 APPAREL COOL PERFORMERS . Photo courtesy of Westcomb

By Suzanne Blecher fabric is constructed of seven denier yarns that pack together for a robust, tear-resistant xtreme conditions call for solid, offering. Super compressible 850 fill Q.Shield high-tech jackets. Winter 2015’s down protects individual down fibers from crop does not disappoint, with moisture while quilted construction holds heat-sealed baffles, embedded insulation in place. A new women’s silhouette, cord lock systems and novel the Nitrous Down Parka, is inspired by the insulation technologies. For Ghost but at a more accessible MSRP of $280 Etoday’s consumer, jackets must perform on (versus $320). While a woman tends to want the mountain, but also be versatile enough for performance in her technical wardrobe, “often everyday life. “Most of our male consumers her expectations are that styles look more For today’s wear a technical shell or insulated piece to and sophisticated (through color, design, details) from work daily, not just because they work so than a typical end-use oriented outdoor style,” consumer, jackets well, but because those styles, in our brand, adds Fry. are a badge of honor,” explains Robert Fry, Columbia looked to its 2014 Winter Olympic must perform on the Mountain Hardwear global director of product freestyle ski athletes for insight on fabrics, fit, mountain, but also merchandising and design. features and styles for Fall/Winter. “Our female For the discerning male consumer, Mountain athletes are sensitive about where they carry be versatile enough Hardwear is expanding the color palette of its their cell phones and extra gloves. So instead fully featured down insulated jacket designed of giving them a chest pocket, they asked that for everyday life. for alpine climbing, the Ghost Whisperer. The we lower it a bit. We’ll use that same pocket

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placement with other jackets,” says Fred Dennis, with FuseForm (weaving two material properties GM of outerwear at Columbia. Insight will be into a single fabric) additional stretch, less woven across several lines, starting off with seams, re-engineered abrasion zones and lighter the new Titanium collection, which is designed weight materials. for consumers who place a premium on Patagonia’s technical product line manager performance, style and comfort. The Heatzone Kristo Torgersen sees two customers for the 1000 jacket for women and men features jackets he designs. First there is the urban TurboDown Wave, which is a new insulation customer who wears a jacket for commuting that eliminates cold spots where body heat purposes Second, there is the person who has a escapes through a construction combination mountainous lifestyle but still needs something of 900 fill water-resistant down with Omni-Heat for shoveling the driveway. thermal synthetic insulation (as opposed to “They say, ‘Why should I compromise the sewing the lining and shell together to create performance of my social outfit when I expect the baffle). For 2016 the Columbia team is performance in my most technical products?’ working on clothing that creates a microclimate This customer doesn’t want to have 18 coats around the body and extreme breathability. “If in their closet,” explains Torgersen. For that it doesn’t breathe, we’re really uncomfortable,” mountainous, backcountry consumer well- adds Dennis. versed in alpine skiing, mountaineering and/or With weather so unpredictable, “the work snowboarding, the Refugative jacket presents a STEEP SALES commuter actually needs a waterproof balance of stretch and lightweight, waterproof breathable and/or wind-blocking outerwear and windproof three-layer Gore-Tex fabric with According to NPD garment,” says Dan Ramos, snow sports product Gore C-Knit backer technology in a packable Group, total outerwear dollar director at The North Face, adding, “Material hard shell. The jacket was designed to be sales reached innovation now offers us more fabrications that subtle, quiet, comfortable and consolidate look less like traditional outerwear fabrics and much smaller than other jackets. A Cohesive more like suiting or street wear.” embedded cordlock system has two contact $12.7 BILLION The Alpine collection is the brand’s most points at the hem for one-handed operation for the 12 months widely received crossover collection from either inside the pocket or at the hem. The mountain to street with a variety of Tri-Climate embedded hardware replaces the toggle and is ending October 2014 jackets that provide the versatility to wear easier to draw with your gloves on (and is easier (Nov. ’13–Oct. ’14), jackets together or separately. The collection for Patagonia’s service center to repair). has a variety of insider removable liner jackets, Alternatively, Patagonia’s Kniferidge jacket including options in ThermoBall compressible is designed to optimize both alpine ascent UP 8 % insulated pieces. Unlike traditional synthetic and descent. A lightweight and stretchy three- compared to the prior insulations, ThermoBall PrimaLoft synthetic- layer Polartec Power Shield Pro fabric delivers year. It’s up among men, fiber clusters mimic down clusters, trapping a balance between soft-shell breathability heat within small air pockets to retain warmth. and the protection obtained via a hard shell. women and children. TNF has also updated its Steep Series jackets “The Kniferidge is adequate for anything but a

38 • Sports Insight ~ January/February 2015 sportsinsightmag.com Your Niche is Our Niche. Original content. Market specific. Face-to-face.

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The News Magazine for Running Specialty Retailers • August 1, 2014 • Vol.6, No.14

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downpour,” Torgersen says. The jacket boasts and-a-half times,” says Yiu. for breathability, water and wind resistance, long, watertight zippers that double as vents, Bottom line, the purchase of a coat is along with Pertex Quantum in the body and concealed Recco reflectors and an elasticized all about value. “Lightweight and thermal sleeves for an optimal strength to weight strap at the low back to connect Patagonia efficiency combined with younger, slimmer ratio. Heat guards in the neck and sleeves snow pants to prevent the jacket from riding up. looks is hard to beat on both the mountain provide extra warmth and heat-sealed baffles When Westcomb founder Alan Yiu asked and the street,” says Greg Thomsen, managing cover stitches and cold spots. The women’s himself how he could update his all-around director of Adidas Outdoor US. Jackets should version, the Terrex Climaheat Agravic Down mountain jacket, the Apoc, for Fall, he looked “look good, perform even better,” he adds. jacket, has a similar construction. The Xperior to consumer feedback. The designer added a The Terrex Climaheat Techrock Hoodie jacket is a windproof stretch soft shell with wind skirt inside to cinch and prevent draft down jacket for men is presented in a slim, jacquard fleece for ski touring snowshoeing at the hem, bellowed pockets and Polartec athletic, non-restrictive action cut with 800 and winter training activities. The piece is NeoShell. “In terms of breathability, NeoShell fill high loft goose down. The jacket contains “cut for action with plenty of stretch for outperforms the next best in class by two- Pertex Endurance in the hood and shoulders unrestricted movement,” says Thomsen. O

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40 • Sports Insight ~ January/February 2015 sportsinsightmag.com GET MORE INSIGHT DIGITAL ISSUES NOW AVAILABLE

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Are you connected to Sports Insight online? Hook up with us on social media and you can stay in touch with our news updates and trendspotting finds ThEdiGiTalLooP on a daily basis. We are on twitter @sports_insight and on Facebook at facebook.com/sportsinsight.

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INSTAGRAM.COM/THEINSIDEINSIGHT

@theinsideinsight: @theinsideinsight: @theinsideinsight: Nike Zvedochka drops at retail for 2015. Originally launched Cycling apparel with carbon yarns and ceramic prints offers Fall15 preview. Rondane Sweater from @daleofnorway.#lightweight in 2004. Precursor to the brand’s current minimal, lightweight major abrasion resistance. RC Protec Bikewear by sweater with #merino #wool. $249. shoes. #sustainable #design #nike #kickstagram @scottsports #cycling #techy

@theinsideinsight: @theinsideinsight: Head turner at The Running Event #TRE14. The new Zeal HD2 camera goggle has an in-goggle Ampla Fly, due out in February. Designed to help improve viewfinder.#sweet #tech @zealoptics mechanics, cadence and posture. #sneaker #running

@theinsideinsight: @theinsideinsight: @theinsideinsight: Fall 2015 #boot preview. Year-round #style from Lots of buzz about this shoe coming in Fall15 from Fall 2015 preview. Jannu jacket by #Ternua, $220. Spanish @Teva. The Mason boot for men. @underarmour. It’s a trail shoe called the Fat Tire. brand Ternua makes its North American retail debut. Garments #running #sneaker #trail #trendspotting feature #recycled down. #technical #outerwear #ski #hike

42 • Sports Insight ~ January/February 2014 sportsinsightmag.com June 29 - July 1, 2015 Navy Pier & W Chicago Lakeshore Join us in Chicago for the business-to-business event designed to focus retailers and brands on the most powerful consumer in the market place.

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

Returning to Chicago this summer!

Conference Presentations Networking Trade Show Sunrise Fun Run Demos

Scheduled to Appear at the 2015 Event

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

Contact Information

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

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

Updates on 2015 speakers and trade show happenings: therunningandfitnesseventforwomen.com