ISSUE 1209 FEBRUARY 27, 2012
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ISSUE 1209 FEBRUARY 27, 2012
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Page12 NEWS
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UNDER ARMOUR Launches Cam Newton Commercial BY THE NUMBERS THE NORTH FACE and Patagonia Reconsider Down Suppliers SGMA Names Ron Rosenbaum SVP, Marketing & Business Development HIBBETT SPORTS Enters into E-Commerce with Dream Partnership MOVERS & SHAKERS ADIDAS Signs 2011 Heisman Trophy Winner – Robert Griffin, III
SPOTLIGHT 10 11
‘LIN-SANITY’ Hits Retail CHAMPION Unveils Sweetheart Compression Sports Bra CROCS Introduces Knee-Highs, Rain Boots FORMER REEBOK VP Launches Fashion Brand Suprembeing
Photo courtesy of Elan
FEATURES 12 16
SNOWSHOE MAKERS HITTING THEIR STRIDE Snowshoe Innovations are Going after Entry Level to Expert Level Customers FATTER & LIGHTER NOT OXYMORONS IN THIS YEAR’S SKI TRENDS Snow Sports Tradeshow Season Gone but not Forgotten
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Cover photo courtesy of TetonAt.com Copyright 2012 SportsOneSource, LLC. All rights reserved. The opinions expressed by writers and contributors to SGB WEEKLY are not necessarily those of the editors or publishers. SGB WEEKLY is not responsible for unsolicited manuscripts, photographs or artwork. Articles appearing in SGB WEEKLY may not be reproduced in whole or in part without the express permission of the publisher. SGB WEEKLY is published weekly by SportsOneSource, LLC, 2151 Hawkins Street, Suite 200, Charlotte, NC 28203; 704.987.3450. Send address changes to SGB WEEKLY , 2151 Hawkins Street, Suite 200, Charlotte, NC 28203; 704.987.3450
FEB 27, 2012 | SGBWeekly.com
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NEWS
UNDER ARMOUR LAUNCHES CAM NEWTON COMMERCIAL Under Armour will launch a commercial starring Carolina Panthers quarterback, Cam Newton on the NFL Network during the NFL Combine in Indianapolis, marking the brand's first campaign focused solely on a single athlete. The ad for the commercial, titled "Cam's Night Out," was posted on Youtube on February 20. The 60-second spot shows the first-year starter clad in formfitting Under Armour gear, heading toward a football field to work out on the weekend instead of partying with friends and living off the trappings of fame in a tongue-in-cheek play on words. Rhode Island producer and DJ AraabMuzik provides the soundtrack, drawing comparisons between Newton's improvisational playing style and hip-hop. The commercial showcases the Under Armour Highlight Cleat, available April 6, that features a hightop design eliminating the need for spatting or taping that can add weight. New Compfit technology provides a tight, compressed fit for the cleat.
▲ TAKE A CLOSER LOOK Just click on the video icon to see Cam's Night Out
WINTER TRACTION FOR ALL YOU DO
NEWS
BY THE NUMBERS 35%
Garmin, Ltd. said its Outdoor segment revenue increased 35 percent to $121 million in the fourth quarter ended December 31, 2011, while its Fitness segment revenue grew 17 percent to $95 million. The company also reported that the Outdoor segment’s annual revenue grew 14 percent, while the Fitness segment posted full-year revenue growth of 24 percent. Garmin sold almost 16 million units in 2011 with unit growth in outdoor, fitness, marine and automotive OEM nearly offsetting declines in personal navigation devices.
17.8% K-Swiss announced that its total worldwide revenues for the fourth quarter of 2011 increased 17.8 percent to $50.2 million from $42.6 million in the prior-year period. Domestic revenues increased 10.3 percent to $20.4 million in the quarter, and international revenues increased 23.6 percent to $29.7 million for the same period. The company widened its net loss in the fourth quarter to $25.2 million, 71 cents per share, compared with a net loss of $20.6 million, or 58 cents per diluted share, for the prior-year period.
71.8% Billabong International, Ltd. reported earnings slid 71.8 percent in its fiscal half ended December 31, 2011 to Australian $16.1 million (U.S. $16.4 million) from Aus $57.2 million a year earlier. Revenues inched up 1.5 percent to Aus $849.8 million (U.S. $866.8 million) from Aus $834.8 million a year ago. Sales in the Americas slid 1.9 percent to Aus $400.8 million (U.S. $408.8 million) from Aus $408.4 million.
32.1% JJB Sports, LLC., which operates more than 200 sporting goods stores in the United Kingdom and Ireland, reported comparable cash gross margins increased 32.1 percent for the five weeks ended January 29 amid a comp sales decrease of 5.7 percent. The company, which is about 18 months into what it estimates will be a three to five-year turnaround plan, said that cumulative comps store sales in the second half of the year ended January 29 were down 7.6 percent, compared to a decrease of 17.9 percent in the first half ended July 31, 2011. 6 SGBWeekly.com | FEB 27, 2012
THE NORTH FACE AND PATAGONIA RECONSIDER DOWN SUPPLIERS The North Face and Patagonia are looking for alternative suppliers of down feathers after being targeted by animal rights activists for buying from a California company that sources feathers from force-fed geese in Hungary, The Telegraph of London has reported. Both companies confirmed to The Telegraph that their down is supplied by Allied Feather & Down, which sources the material from geese farms in Hungary that force feed the birds to accelerate growth of their livers for foie gras, according to animal rights groups. Disgust with such practices has led 15 countries including the United Kingdom to ban the production of foie gras, according to PETA’s web site. A ban on the production and sale of foie gras enacted by California in 2004 becomes fully effective this year. Under pressure from activists, including actor Kate Winslet, many British supermarkets have stopped carrying the delicacy. The North Face and Patagonia, which have made sustainable practices a core part of their brand messaging, told The Telegraph they are seeking other sources. The Telegraph reported that Patagonia has already sent executives to geese farms in Hungary to inspect practices at the request of activists.
SGMA NAMES RON ROSENBAUM SVP, MARKETING AND BUSINESS DEVELOPMENT The Sporting Goods Manufacturers Association (SGMA) appointed Ron Rosenbaum as SVP of marketing & business development. Rosenbaum will provide direction and oversight to marketing, fundraising, membership and program development. Prior to joining SGMA, Rosenbaum worked for the Club Managers Association of America (CMAA) in Alexandria, VA. From 2002-2012, most recently SVP of marketing and communications. From 1998-2001, he worked for the U.S. Tennis Association as marketing manager. "Ron's proven track record in creating value for companies in the sports industry makes him a great fit for SGMA," said Tom Cove, SGMA President and CEO. "We're very pleased to have Ron's creativity and experience in building programs for our members, particularly as we implement our new strategic plan." "I'm thrilled to be a part of an organization with such a rich history that is so highly regarded within the sports and recreation industry and the association community," said Rosenbaum. "I look forward to being a part of the SGMA team and helping the organization move forward with a range of important strategic initiatives." Ron Rosenbaum
HIBBETT SPORTS ENTERS INTO E-COMMERCE WITH DREAMS PARTNERSHIP Hibbett Sports has partnered with Dreams, Inc. to become Hibbett’s exclusive online provider for fan merchandise in the licensed sports category. The partnership with Dreams marks Hibbett’s first foray into e-commerce and creates a new revenue stream for the retailer. The multi-year deal also represents Dreams’ first partnership with a sporting goods retailer. Hibbett’s new online platform can be accessed at stadiumshop.hibbett.com and offers over 130,000 unique hard and soft goods products. The new e-commerce site features of an assortment of hard and soft goods products in the licensed sports merchandise category. Dreams’ expansive manufacturing and distribution network will source the offerings. Products available on the new e-commerce site include sports apparel, headwear, novelties and collectibles. The sports memorabilia manufacturing segment of Dreams, Mounted Memories, is supplying game-used, autographed and non-autographed products for purchase. “Hibbett's new e-commerce platform will provide customers nationwide the same wonderful shopping experience they receive in stores by offering an expansive product assortment, accurate search results, powerful product filtering features and extensive SEO tools,” said Kevin Bates, president of Dreams’ retail division. “Our sophisticated e-commerce technology and robust catalogue of trend-specific merchandise ensures such a shopping experience, while providing Hibbett’s a new, incremental revenue stream.”
MOVERS & SHAKERS PPR appointed Todd Hymel, an M&A specialist, as chief operating officer of the PPR Sport & Lifestyle division. The division includes Puma, Volcom, Cobra, Electric and Tretorn. REI (Recreational Equipment, Inc.) shuffled two top executives by naming Angela Owen senior vice president of marketing and Lee Fromson as senior vice president of merchandising. Owen will lead REI’s advertising, social and emerging media, online and direct marketing, and customer insights efforts. Fromson will oversee the company’s merchandising strategy, financial planning, inventory management strategies and vendor partnership development. Superfeet Worldwide, Inc. has hired Dan Wakeland as product manager, a multi-faceted senior level role responsible for researching, designing and bringing new products to market. Power Train Sports Institute announced that its founder, Steve Saunders, has been named to the Under Armour Training Council. Saunders will work closely with the brand's Training Council to drive innovation in performance training. Golfsmith International Holdings, Inc. announced that Sue E. Gove has been appointed president of the company, in addition to maintaining her role as chief operating officer and chief financial officer. Gramicci has hired Moss Bemis to be its western regional account manager as part of a company wide sales and service expansion initiative. Mountain Equipment Co-op (MEC) hired Allison Brownlie as its new direct marketing manager.
FEB 27, 2012 | SGBWeekly.com
7
NEWS
ADIDAS SIGNS 2011 HEISMAN TROPHY WINNER ROBERT GRIFFIN, III Adidas signed 2011 Heisman Trophy winner and top NFL Draft prospect quarterback Robert Griffin, III, to an endorsement contract. Griffin, who starred for Baylor University, was a consensus first-team All-American finishing his Baylor career holding school records for passing yards, total offense, passing efficiency and passing touchdowns. Beyond the football field, Griffin was an Academic All-American and graduated early with a degree in Political Science. Griffin will be featured in a variety of Adidas marketing initiatives this year and will play a role in the development of football, running and training apparel and footwear, including the lightweight adizero collection. "Robert Griffin, III, is an athlete first and we respect everything he brings to the game," said David Baxter, vice president of Sport Performance for Adidas America. "His team player mentality, strong leadership on and off the field and genuine character combined with 8 SGBWeekly.com | FEB 27, 2012
explosive and dominant athleticism make him a perfect fit for our brand. He's clearly a great football player but, more importantly, he's a great athlete." Griffin is the latest addition to the Adidas roster which includes NBA MVP Derrick Rose of the Chicago Bulls, Defensive Player of the Year Dwight Howard of the Orlando Magic, FIFA World Player of the Year Lionel Messi of FC Barcelona, MLB All-Star Justin Upton of the Arizona Diamondbacks, Defensive Rookie of the Year Von Miller of the Denver Broncos, U.S. track and field sprinter Tyson Gay, U.S. Women's National Soccer Team midfielder Heather O'Reilly and WTA star Caroline Wozniacki. Other NFL players under contract with Adidas include Jimmy Graham, New Orleans Saints; Frank Gore, San Francisco 49ers; DeMarco Murray, Dallas Cowboys; Eric Berry, Kansas City Chiefs; Reggie Bush, Miami Dolphins; Mario Williams, Houston Texans; Lawrence Timmons, Pittsburgh Steelers; and C.J. Spiller, Buffalo Bills.
WHERE STRATEGIC DECISIONS BEGIN
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In the New York tri-state region, the break-through products this season have been t-shirts and jerseys of Jeremy Lin, the point guard sensation who came out of nowhere to revive the New York Knicks season. Having been cut by two NBA teams before joining the Knicks in late December, the Asian-American player from Harvard led the Knicks on a seven-game winning streak to captivate the city. An NBA spokeswoman indicated that Lin's jersey had been the top seller for the NBA's online store since his breakout game against the New Jersey Nets on February 4. During the week ended February 18, nine of the top ten sellers on NBA.com's online store were Knicks jerseys, and Lin merchandise had been shipped to 23 different countries. Modell’s Sporting Goods, the New York retailer known for its fan gear focus, sold 10,000 Lin T-shirts and Jerseys in the week ended February 18 when Lin fever exploded across New York. The retailer placed orders for more than 160,000 for the coming weeks to ride the momentum. 10 SGBWeekly.com | FEB 27, 2012
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"The demand has just been unlike anything we've seen," Rich Lampmann, Modell's spokesman, told CNN Money. "It's really been a catch-up game. We were literally pulling product off the presses to get it into the city." Elsewhere, Adidas, which controls the NBA uniform license, revealed plans to roll out Lin's jersey across its network of 6,700 stores in China. “This is what we all like in sports -- young people coming up and playing fantastic.” Adidas' Chief Executive Officer Herbert Hainer told Bloomberg News in an interview. With his ties to the growing China market, Lin is expected to be a highly-coveted endorser should his success continue. The U.S.-born Lin, whose parents are Taiwanese immigrants, has an endorsement deal with Nike Inc. that he signed when he turned pro in 2010 that runs through next year. Nike has been silent about its plans to market the New York Knicks phenom. "He seems to be inspiring people through his play, and we'll continue to look at ways to celebrate that," Brian Strong, a spokesman told CNN Money.
CROCS INTRODUCES KNEE-HIGHS, RAIN BOOTS
Iridescent Weave Boot
CHAMPION UNVEILS SWEETHEART COMPRESSION SPORTS BRA
Timed around Valentine's Day, Champion introduced the Champion Sweetheart Compression Sports Bra. This new sports bra represents a significant departure from the design of traditional compression sports bras by narrowing the straps and lowering the neckline to be more attractive – all without compromising support and fit. The collection also features a sweetheart neckline accented with piping detail and tapered straps. Fans of Champion will recognize the brand’s signature keyhole back and exceptional moisture management along with a back mesh panel for added ventilation. The suggested retail price is $32. “Compression sports bras represent more than half of the total sports bra market and are a favorite choice for all types of fitness activities from yoga to high impact aerobics,” said Janet Mistor, senior marketing manager for Champion Athleticwear Women’s. “Our designers retained all of the support and comfort features that Champion is known for while also creating a beautiful and feminine neckline.” Champion currently offers 19 different styles of sports bras designed for all types of fitness activities and levels of support.
Rainfloe Boot
Crocs, Inc. unveiled a growing line of knee-high and rain boots as part of its fall 2012 collection. New items include: • Super Molded Iridescent Weave Boot featuring a sculpted, basket-weave look with an iridescent finish. The style also includes a warm inside lining and the brand's signature Croslite material. MSRP $110 • Crocs Cobbler Collection made with premium leather, suede and finishing details on the outside with the lightweight cushioning comfort of a Croslite material midsole and outsole. Rubber outsole pods add functional style. MSRP $110 • Rainfloe Boot collection features soft textile lining for warmth while Croslite cushioning and support go with the boots’ light, fluid rubber and compressible shaft. MSRP $75
FORMER REEBOK VP TO LAUNCH FASHION BRAND SUPREMEBEING IN U.S.
Former Reebok vice president of global brand marketing Richard Prenderville’s The Peloton Group has reached an agreement to be the exclusive U.S. distributor for the fashion lifestyle brand, Supremebeing. Prenderville, former vice president of global brand marketing at Reebok and previously head of global media at Adidas recently founded The Peloton Group to work with international retail fashion and sports brands. In a statement, he described Supremebeing as a " fun yet strong UK fashion label influenced by street culture that is well
suited to the U.S. market. With its attention to design, detail and great quality fabrics, Supremebeing consistently releases complete and edgy ranges for men and women with stylish outerwear, original footwear and amazing graphics. Supremebeing’s ranges are exclusive and not widely available to mass consumers that can dilute brands.” At Reebok, Prenderville is credited with launching the “Easy Tone” campaign in 2009 and guiding the 2010 launch of “REE,” Reebok's first new branding effort in two years. FEB 27, 2012 | SGBWeekly.com
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Photo courtesy of Crescent Moon
12 SGBWeekly.com | FEB 27, 2012 Photo courtesy of Crescent Moon
SNOWSHOE MAKERS HITTING THEIR STRIDE Snowshoe innovations are going after entry level to expert level customers By Aaron Bible
As always, Winter OR, followed quickly by SIA, provided buyers plenty of opportunity to browse the latest and greatest in snowshoe design. Because this burgeoning category offers so much potential for growth and so few barriers to entry, it remains a popular category with good markups and reliable sell through. The only problem facing the snowshoe industry at this moment is end of season discounting, an inevitable problem when a banner snowfall year is followed by a slower year. That said, the shows were marked by a surprisingly upbeat attitude by both vendors and buyers, and most manufacturers were reporting good sell through, especially in the larger chain stores. Snowshoeing continues to be perceived as having a broad season and a non-existent learning curve, lending to its wide consumer appeal. For several years, the sport has reported double-digit participation growth. According to Snowsports Industries America (SIA), snowshoe sales are up 21 percent in units and 20 percent in dollars across the market, and up almost 25 percent in dollars at the specialty retailer counter to $7.1 million—accounting for about six percent of all accessory sales. There were a number of palpable innovations at Winter Market in January, feeding the snowshoe frenzy with design and material innovations and lighter weights, following the same trending seen in skis and boots. Despite a low snowfall start to 2012, the snowshoers remained upbeat, partially due to the fact that snowshoeing can take place in all kinds of conditions. You don't need three feet of powder to enjoy snowshoeing. The products are versatile and durable, and therefore the season is longer and the target audience wider. In order to mitigate risk for retailers during low-snow seasons such as this one, Boulder, Colorado’s Crescent Moon Snowshoes has developed a made-in-America program that allows buyers more flexibility in
ordering, although the program is pretty hush-hush at this time. According to Cresent Moon president Jake Thamm, the industry is in its infancy. “I think the category is still in its nascent stages. The lower priced products bring a lot of industry outsiders to recognize snowshoeing as a viable and ‘modern’ outdoor winter activity by way of being exposed to the products in places like Costco, where they can get an introduction to the sport at a very low cost – and for those who then realize there is a lot more to it than a low price, they discover products like ours and some of our competitors and the market expands from the ground up,” Thamm explained. “Being made in the U.S. has become more important in the last few seasons – since the beginning of the recession – and to some degree, not compromising on the environmental part of our production have both become competitive advantages to a small degree. The challenge remains in being able to attract young people, especially the teenage category. I’ve been to a lot of events and races in the last few seasons and I rarely see that age group represented. But as runners, 10K and other 'fun' run participants, and cross-country enthusiasts recognize the value and enjoyment of snowshoeing, I think they too will come along and add to the market’s upside potential.” Thamm continued, “For now, the biggest growth is coming from the ‘baby-boomers’ who usually buy their shoes as a couple, and often I see them on the trail in groups, or clubs, if you like, sometimes with as many as a dozen of them making tracks into the wilderness. They have time, money, and want to be active and healthy in the winter and snowshoeing, as everyone knows, requires no special training or specific location or additional costs after the initial investment, and as long as there’s snow, you can go out anywhere – virtually no barrier to entry.”
FEB 27, 2012 | SGBWeekly.com
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Atlas' Adam Chase is the captain and manager of Team Atlas Snow-Shoe, atlassnowshoe.com/ raceTeam
REDFEATHER SNOWSHOES TREK ATLAS RUN
The following is a look at a few of the top innovators from this January’s OR Winter Market trade show: Tubbs introduced the Mountaineer ($260) snowshoe this year, with its new Pro-Step Frame and other innovations. The Mountaineer features a continuous frame bend with a longer, lower rise for improved ergonomics and flotation while maintaining optimal packability. A lower height nose still packs easily while the bend in the tail and is designed to reduce impact on joints. The Mountaineer also features the R2 Revolution Response Pivot System binding and ActiveLift 19-degree heel lift, as well as the brand’s patented Anaconda/Python crampon system and SoftTec decking. Gender specific frame shapes accommodate men’s and women’s gaits. Tubbs also introduced the new Xplore (msrp n/a) snowshoe for recreational hiking. It features the FitStep frame for a comfortable stride, the new QuickPull binding for easy-on and secure fit, a pivoting toe stop for quick fit adjustment, and a recreational style crampon for rolling terrain. tubbs.snowshoes.com From industry-leading Atlas comes the new Run ($210) snowshoe for 2012, featuring the new LightSpeed bindings which are lighter and designed to promote precise foot placement on technical terrain, while at the same time not impeding foot circulation for continued warmth and comfort while running. Their durable Speed V-Frame allows for an all-out stride while still maintaining flotation. The lightweight aluminum Twin-Trac toe crampons and heel 14 SGBWeekly.com | FEB 27, 2012
cleats offer traction even on ice, and spring loaded suspension keeps competitors light on foot. According to Atlas endurance athlete Adam Chase, “the company is focused on the binding system. The new Race and Run feature a nice supple, single-pull binding system with new decking geometry and a durable crampon.” atlassnowshoe.com Redfeather Snowshoes also debuted its lighter-is-better technology with the new Trek ($170), marketed specifically toward the more aggressive fitness, hiking, running, and backpacking snowshoer. The Trek features a powder coated 6000 Series aluminum V-Tail frame design for mobility and speed. A Live-Action hinge lifts the tail to aid in this goal. The decking is made from TX 35 Rip Stop poly for puncture and abrasion resistance, and it has injection molded, threestrap Summit bindings with a “stand up” design for easy in and out and molded sides for lateral stability. It has a durable stainless steel Hawk crampon system with an aggressive toe and heel design for improved stability. The Trek comes in two sizes: a Trek 25 at 4 pounds, and a slightly longer Trek 30 at 4.3 pounds. redfeather.com The new MSR Lightning Ascent snowshoes are built to be more burly, more aggressive than their predecessors and built to compete in the category of lightweight all-terrain performance. They are endowed with the new Torsion2 crampons for more aggressive toe and under-foot grip. Split teeth distribute force evenly on rugged terrain. Independent flexibility is engineered to bolster traction through continuous contact with the surface (snow, ice or crud). The
Lightning Ascents are available in 22- and 25-inch lengths ($270), as well as in a 30-inch length ($300), all made in the U.S., and weighing in to be a tough competitor with less bulk and better allterrain performance. cascadedesigns.com/msr
MSR LIGHTNING ASCENT
Yukon Charlie's Winter Systems presented the Icon Alpha series of snowshoes ($119-149), new this year to Outdoor Retailer. The series also includes a revamped women's collection. They feature a newly designed Fast Fit Plus binding for the backcountry adventurer, new radical frame shape, and a heel lift, all for under $150. yukoncharlies.com
EASTON HIKE
ascents like a ski touring binding, and a Virtual Pivot Traction Cam to promote longevity on hikes. eastonmountainproducts.com From Crescent Moon Snowshoes comes one of the show gamechangers, the ultra lightweight carbon fiber race shoe called the Black Kilo.
CRESCENT MOON GOLD 9
CRESCENT MOON GOLD 10 YUKON CHARLIE'S ICON ALPHA
The new Easton Hike snowshoe ($190) features new material advances and ergonomic design in an attempt to find the perfect balance of traction, flotation, and comfort. The goal is to accommodate longer and steeper excursions more comfortably. They feature an easy-to-use Quick-Cinch binding with a single-strap pull-and-go entry, which holds the boot firmly in the binding. The Hike utilizes a "stability enhancing split crampon", Climb-Assist heel lifts for steep
Weighing 2.2 pounds per pair, the Black Kilo ($449) is designed for trail conditions with a race binding and three aluminum claws located at the toe, ball, and heel of the shoe. They will be made in the U.S. in limited quantities. Continued best sellers for Cresent Moon were the Gold 10 backcountry shoe, the Gold 9 all-terrain shoe, and the Gold 13 women’s trail shoe. Cresent Moon Snowshoes are known for their single pull loop bindings that secure the foot in all directions, with a convenient rear ratchet. cresentmoonsnowshoes.com ■FEB 27, 2012 | SGBWeekly.com
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G3 EMPIRE Photo courtesy of Elan
BLACK DIAMOND REVERT
FATTER & LIGHTER
NOT OXYMORONS IN THIS YEAR’S SKI TRENDS
Snow Sports Tradeshow Season Gone but not Forgotten By Aaron Bible
Photo courtesy of Elan
ATOMIC MELLENIUM
ELAN AMPHIBIO WAVEFLEX MEN'S SERIES
T ATOMIC RITIUAL
rying to keep up with ski trends is like trying to keep up with a teenager’s fashion sense—its seems to change every season and follows whatever their friends are doing. For the 2012/13 ski season ahead, those trends are lighter weight, fatter widths, and better utilized rocker. Just as shaped skis changed possibly the entire industry almost 20 years ago, reverse camber, or rocker, has done the same again today. Sidecountry skiing and drastic improvements in alpine touring (AT or randonnee) bindings have also put an increased emphasis on weight and un-groomed snow conditions. According to SIA, this AT/randonnee market skyrocketed 90 percent in dollars and 87 percent in units sold last year. This trend brought more mainstream ski manufacturers to Outdoor Retailer Winter Market in addition to the SIA Snow Show this year, as they vied for space in outdoor specialty retail. Sidecountry and weight reduction aside, rocker remains the big story. “Rocker is now on everything,” explained Geoff Curtis, VP of marketing for Marker/Volkl USA. “It is now fully engrained in ski design and the consumer is able to understand that it’s not just for powder anymore.” “Huge rocker designs are disappearing. Instead they are being replaced by lower rockers that surf above snow instead of plowing through it,” said professional ski tester and field rep Gavin Gibson, Liberty Skis. “We want our skis to be nimble, quick, and stable. At the show it was evident that other companies were on the same page. Skis like the Atomic Automatic and the Rossignol Squad 7 showed significant reduction in rocker over some of their previous designs. This rocker reduction makes skis more capable in variable snow.” FEB 27, 2012 | SGBWeekly.com
Photo courtesy of La Sportiva
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DYNASTAR CHAM 107
DYNAFIT HUASCARAN
DPS WAILER 99
Competition from smaller manufacturers such as Liberty has forced the entire industry to up its game. While the K2s, Rossignols, and Salomons of the ski world continue to dominate sales, especially in the rental market, a host of local, burgeoning manufacturers are giving everyone a shot in the arm. Industry innovators are bringing allmountain features back into the mix, taking the best of all ski design strategies and creating wider, more versatile designs, often emerging in new lines of freeride skis with a combination of innovations such as lighter materials, shape, rocker and width coming into play. Of course, that isn’t too say that park specific, touring specific, big mountain specific, and powder specific skis weren’t omnipresent at this year’s tradeshows—they were. And if selling fat and rockered skis last season was as easy as selling cake to a kid, let’s hope this year’s end-of-season discounting doesn’t spoil the fun. Still, SIA reported that sales of mixed and reverse camber skis jumped from 28,000 pairs sold to 55,000 pairs sold compared through the last two Novembers, and that’s why things remain positive overall. Here’s a look at just a few heavy hitters from both the Outdoor Retailer Winter Market and the SnowSports Industries America (SIA) shows that took place in January. Atomic debuted their new all-mountain Vantage series, focusing on versatility and free riding. The new Ritual is the widest ski in the line with a 103mm waist; it mixes All-Mountain Rocker with an 18 SGBWeekly.com | FEB 27, 2012
integrated titanium backbone for torsional stiffness, grip and for float. The Atlas (150/125/132) in the Tracker series was one of the new Vector models debuted. They also released the women’s Millennium powder ski (130/110/122) with Atomic’s Pop Rocker 10 profile and full step-down sidewall construction. The updated women’s Cloud collection includes wider waists (as is the trend, according to industry sales reports) and all-mountain rocker. atomic.com Backcountry gurus Black Diamond introduced nine new skis in two new series: the Free Tour and the Tour. They introduced a super lightweight Carbon version of the Megawatt ($879), one of five new skis in the Free Tour series, featuring a 125 mm waist, a fully rockered tip, and a semi-rockered tail for soft snow. “It’s the ultimate backcountry powder ski,” said Backbone Media’s John DiCuollo. Paulownia wood cores are also helping shave weight for offpiste enthusiasts. Black Diamond also introduced a new type of all-terrain touring ski called the Revert. It features a hybrid rockered shape, optimized for easy yet precise turns on hard snow, and fun stable skiing in soft or variable snow conditions ($749). blackdiamondequipment.com
ELAN WAVEFLEX 78
Photo courtesy of Head
HEAD MYA 8
Garnering a lot of talk in the aisles and on the slopes, roots-based manufacturer DPS introduced the Wailer99, with the company’s PaddleTech geometry that blends rocker and variable sidecut. DPS is a pioneer in the boutique ski movement and the use of carbon fiber technology and reverse camber in powder skis. dpsskis.com Germany’s Dynafit, best known for their AT binding and boot systems, unveiled the Huascaran ski for the 2012/13 buying season. At 136/115/125, it features the company’s progressive shovel tip, a cambered pin tail, a fused ABS sidewall with semi-capped construction, and a progressive big mountain triple turning radius. The ski has a complex core of bamboo, beach, and paulownia woods. It is outfitted with an integrated skiskin attachment system, inserts, and weighs only 8.4 pounds per pair ($900). dynafit.com From the foot of Mont Blanc comes further innovation from Dynastar. The nearly 50-year-old company brought to market this year the new Cham Series of freeride skis. The Cham 107 features a Levitation Profile with long tip rocker, traditional camber underfoot, and a flat pin tail design for power and reliability in rough conditions. They introduced a new Exclusive line with their Xpress integrated binding system, designed to reduce weight up to 20 percent. dynastar.com FISCHER KOA 78
Elan, long famous for their alpine ski designs, introduced for next season the Domino powder ski with a 105mm waist. They also introduced the women’s Soul (97mm underfoot) and Bliss (113mm underfoot). Intermediate all-mountain skiers will be pushed toward the 999, featuring 99mm of width underfoot. At SIA, buyers saw the new Amphibio line, mixing rocker and camber in the ski shovel. There are three new men’s models (78-88 mm waists) and the women’s Inspire (78mm waist). Their new WaveLight technology builds on this year’s WaveFlex, with sidewalls lending heel support, thinner cores, and early rise rocker. elanskis.com Fischer brought to market three new models in its well-known powder line of Big Stix. They feature three waist sizes of 98, 110, and 120mm. Fischer also introduced its Watea line for the newly accepted sidecountry market made possible by advances in skin and binding technology. These skis feature Freeski Rocker with carbon fiber i-beams in the wood core. Fischer’s new Hybrid project allows skiers to fine tune the level of rocker they want raising and lowering tips with an adjustable aluminum band. Their new women’s freeride twin-tip ski is called the KOA 110 and the KOA 78 with all-mountain rocker. fischersports.com FEB 27, 2012 | SGBWeekly.com
19
K2 BACKUP
G3, or Genuine Guide Gear, is another backcountry expert leading the charge in quality and innovation for randonnee and telemark skiers for many years. Their new Empire ($800) is one of the widest skis seen on the show floor at 153/127/139 mm and still featuring full rocker technology. genuineguidegear.com While HEAD is famous for its racing skis (read Lindsey Vonn), it is going to be known next year for its all-mountain lines as well. The new Rev line of skis are specifically for free riders and covers the gamut from 70 to 105 mm waists, featuring the company’s ERA 3.0 technology, incorporating Allride Rocker, Progressive Radium, and Intellirise Rebound. It also added two models to the versatile big mountain/sidecountry Motorhead collection, rounding out that line with four models featuring either T n’ T Rocker, Allride Rocker, or Early Rise Rocker. Their new women’s models are lead by the MYA 8, also featuring ERA 3.0 technology, as well as innovative women’s specific construction features. head.com Denver, CO-based Icelantic is also 20 SGBWeekly.com | FEB 27, 2012
LIBERTY SKIS VARIANT ROSSIGNOL S7
The Backup is a technical mountaineering ski designed to be damp and powerful yet efficient. It features an 82mm waist, All-Terrain Rocker for breaking trail, and two sheets of metal for battling crud ($690). The SideSeth was essentially ICELANTIC SEEKER designed for the most challenging terrain imaginable as part of the company’s Backside Adventure Series. Its main leading the smaller-manufacturer purpose is soft snow with a stiff tail and less rocker for hard charge. They came to SIA with two new snow performance. This is the new, versatile, hard-charging models for a total of 10 skis (and one K2 tool (offered with pre-cut climbing skins for a retail splitboard snowboard, poles, as well package, something being seen from several manufacturers) as a boot introduction this year). The ($1000). At SIA, K2 introduced the new Bolt (125/72/99) as new models include the Seeker with part of the All-Mountain Performance Series, mixing a stiff an early rise tip and flat tail, designed Carbon Web insert with K2’s Speed Rocker in what is being for hard charging big mountain called the new RoX Technology. k2skis.com LaSportiva is an ORWM standout with their commitment skiers; and the new RKR Nomad, a redesigned Nomad with an early rise to fast and light and their new apparel line supporting the tip and tail and traditional camber same. The new Hang5 is the company’s largest ski to date, underfoot (140/105/130), available in with powdery dimensions of 145/117/135 mm ($825). sportiva.com three lengths. icelanticboards.com Vail, CO-based Liberty Skis is shaking things up in the From industry stalwart K2 this year came the Backup and the new Seth small-manufacturer arena with new ski designs, material Morrison pro model the SideSeth. innovations, and a three-year warranty program. They
VOLKL KURO
SALOMON ROCKETTE
NORDICA TRANSFIRE
SALOMON ROCKETTE
introduced the Variant for the upcoming season, at 145/113/132, featuring bamboo core construction, a titanal layer for stiffness, and an integrated skin notch in the tail. It’s designed for the aggressive skier both in and out of bounds. The mellow rocker is called Stealth Rocker, found in the tip; it’s nearly flat underfoot, with a traditional tail. The Variant is stiff for high speeds on any snow conditions. Look for new graphics on carry over models, which are still performing well. libertyskis.com
Nordica introduced a wide range of offerings in the freeride market. There are six new skis in the Hell & Back collection, featuring four women’s skis known as Hell’s Belles and the Fuel and Avenger for men. Nordica skis now have early rise rocker with camber under foot—camROCK—and in women’s models, wii-Core technology reduces weight by 25 percent. This line is championed by the Freeride Collection with its new Helldorado, ($999) featuring a rockered tip and tail and a progressive sidecut. In the Transfire line, there are four new skis with waists ranging from 7478mm; and another six new skis in the Adventure line. nordicausa.com Rossignol continues to ride the wave of its early rocker innovation and success by introducing the new S7, featuring Powder Turn Rocker and a new more powerful tail design than previously seen in anything in the S-Series. The S7 is measured at 146/120/127 for plenty of scoop, width underfoot, and rear stability (S7W is 140/110/118). The brand now offers rockers in four levels: Auto Turn, Powder Turn, Spin Turn, and Power Turn with 90 percent camber underfoot. Their women’s Temptation line features Auto Turn rocker and Extended Sidecut. rossignol.com Salomon was back at it with a vengeance this year, introducing new products in every winter category including softgoods, helmets, goggles, bindings, boots, and skis. They refined
their Rocker line with the new Rocker2 115 (139/115/131) ($875) and the women’s version the Rockette 115 (128/108/121) ($810), both featuring Hybrid Twin Rocker technology and honeycomb extremities. The company added amped up versions of its rockered BBR line including the 10.0 (145/97/110), featuring a full wood core and metal backbone, and the women’s BBR Sunlite (133/79/98). salomon.com From performance leader Volkl this year came their widest ski introduction to date, the updated Kuro, at 164/132/139 mm ($1065). It features the addition of titanal for resilience and stability for big mountain skiers, lending power and durability designed for use with Marker AT bindings, which made their ORWM debut in 2011. In the freeride/allmountain category, the new Kenja remained a huge hit (127/87/106). The Nunataq also raised eyebrows in the backcountry world with dimensions 139/107/123 mm ($825). For on-piste skiers, they are offering the new V-Werks series, featuring the RTM 84, a 15-percent lighter version of the current model with a mix of Xtra-Light Wood Core and Metal-Tex hybrid carbon and titanal construction. The Essenza series of women’s skis expands on their Bio-Logic women’s specific construction. volkl.com ■ FEB 27, 2012 | SGBWeekly.com
21
CALENDAR
For full year calendar go to sportsonesource.com/events
TRADE ASSOCIATIONS | BUYING GROUPS
Photo courtesy of Fischer
FEBRUARY
JUNE
28-1
12-14 Licensing International Expo Las Vegas, NV
EWSRA Winter Sports Expo Edison, NJ
Athletic Dealers of America 1395 Highland Avenue Melbourne, FL 32935 t 321.254.0091 f 321.242.7419 athleticdealersofamerica.com
National Shooting Sports Foundation Flintlock Ridge Office Center 11 Mile Hill Road Newtown, CT 06470 t 203.426.1320 f. 203.426.1087 nssf.org National Sporting Goods Association 1601 Feehanville Drive / Suite 300 Mount Prospect, IL 60056 t 847.296.6742 f 847.391.9827 nsga.org Nation’s Best Sports 4216 Hahn Blvd. Ft. Worth, TX 76117 t 817.788.0034 f 817.788.8542 nbs.com Outdoor Industry Association 4909 Pearl East Circle / Suite 200 Boulder, CO 80301 t 303.444.3353 f 303.444.3284 outdoorindustry.org SGMA 8505 Fenton Street Silver Spring, MD 20910 t 301.495.6321 f 301.495.6322 sgma.com
MARCH
18-20
EORA Southeast Summer Market Greenville, SC
6-8
WWSRA Rocky Mountain Winter Market Denver, CO
21-22
NBS Specialty Outdoor Market Austin, TX
6-8
WWSRA Northern California Active Sports Market Reno, NV
25-27
EORA Mid-Atlantic Market Parsippany, NJ
12-14
NEWSR Winter Sports Expo Manchester, NH
25-27
EORA New England Summer Market Manchester, NH
28-30
Sports Inc. Athletic Show Indianapolis, IN
29-1
TAG Spring/Summer Show St. Charles, MO
Sports Specialists Ltd. 590 Fishers Station Drive / Suite 110 Victor, NY 14564 t 585.742.1010 f 585.742.2645 sportsspecialistsltd.com
NBS Summer Market Indianapolis, IN
Team Athletic Goods 629 Cepi Drive Chesterfield, MO 63005 t 636.530.3710 f 636.530.3711 tag1.com
APRIL 19-22
Sea Otter Classic Monterey, CA
19-22
FIBO 2012 Essen, Germany
JULY
NSGA Management Conference and Team Dealer Summit San Antonio, TX
AUGUST
MAY 6-9
11-13
1
Outdoor Retailer Open Air Demo Salt Lake City, UT
Snow Sports Industries America 8377-B Greensboro Drive McLean, VA 22102 t 703.556.9020 f 703.821.8276 snowsports.org Sports, Inc. 333 2nd Avenue North Lewistown, MT 59457 t 406.538.3496 f 406.538.2801 sportsinc.com
Worldwide 8211 South 194th Kent, WA 98032 t 253.872.8746 f 253.872.7603 wdi-wdi.com
292 miles mountain biking 14 trips to the farmers market 28 kids’ soccer games 1 run in with stranger’s latté 3 school field trips 2 unexpected downpours 6 concerts in the park 1 stormy ferry ride 5 sunrise hikes Teflon fabric protector means ®
less washing, less dry cleaning, lower wash and dry temperatures, less energy, less wear and tear, and that can mean less impact on the planet. For more information, visit www.teflon.com/sporting.
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2012
2013
AUGUST 2-5, 2012 Salt Palace Convention Center Salt Lake City, UT
JANUARY 24-27, 2013 Salt Palace Convention Center Salt Lake City, UT
Open Air Demo AUGUST 1, 2012
All Mountain Demo JANUARY 23, 2013
VISIT OUTDOORRETAILER.COM OR CALL 949/226-5722 FOR MORE INFORMATION.