SGB 1304

VOLUME 46 / ISSUE 4

APRIL 2013

PHOTOGRAPHED IN BROOKLYN BY JAMES PETROZZELLO // FILA.COM

1 APRIL 2013

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Volume 46 / Issue 4

April 2013 Group Publisher / Editor In Chief James Hartford jhartford@sportsonesource.com 704.987.3450

Senior Business Editor Thomas J. Ryan tryan@sportsonesource.com 917.375.4699

VP Business Development / East Barry Gauthier barry@sportsonesource.com 774.553.5312

Chief Information Officer Mark Fine mark@sportsonesource.com 561.615.0240 (x224)

Contributing Editors Aaron H. Bible Fernando J. Delgado Charlie Lunan Matt Powell

VP Business Development / West Barry Schrimsher bschrimsher@sportsonesource.com 503.784.6267

Advertising Sales Account Manager / Northeast Buz Keenan buz@sportsonesource.com 201.887.5112

Creative Director Teresa Hartford teresa@sportsonesource.com 704.987.3450 (x105) Graphic Designer Camila Amortegui camila@sportsonesource.com 704.987.3450 (x103)

ATHLETE Insole

Circulation & Subscriptions subs@sportsonesource.com 704.987.3450 (x106)

VP New Business Development Dave Hoskinson davehoski@sportsonesource.com 303.997.7302 VP Marketing / Product Development Gregg Hartley ghartley@sportsonesource.com 561.543.7789 Retail Relationship Manager Jennifer Soulé jsoule@sportsonesource.com 303.997.7302

Advertising Sales Account Managers / Midwest Barry Kingwill bkingwill@sportsonesource.com 847.537.9196

Jim Kingwill jkingwill@sportsonesource.com 847.537.9196 Advertising Sales Account Manager / Southeast Katie O'Donohue katieo@sportsonesource.com 828.244.3043

- Lightweight, 2.2 oz design fits in most shoes - Thin profile reduces bulk - Compact foam absorbs shock - Hydrologix™ moisture wicking topcover

www.SofSole.com/Athlete ©2013 Implus Corporation. Sof Sole® is a registered trademark of Implus Corporation. 3.13

2 APRIL 2013

SGB, Copyright 2013 is a trademark of SportsOneSource, LLC. All rights reserved. The opinions expressed by the authors and contributors to SGB are not necessarily those of the editors or publisher. SGB is not responsible for unsolicited manuscripts, photographs or artwork. Articles appearing in SGB many not be reproduced in whole or in part without the express permission of the publisher.

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APRIL 2013

THE ACCESSORIES ISSUE 4 GIVING BACK AND1 jumpstarts fund for St. Frances de Sales Summer Classic

46 INDUSTRY CALENDAR 48 I AM… SGB Richard Daniels, Co-Founder & COO, Yurbuds ACCESSORY FEATURES

8 OPPORTUNITY BROADENS FOR INSOLES A more-informed consumer is expanding the opportunity for the Insoles category.

12 THE INSOLES EDUCATION PROCESS To maximize insole sales, misperceptions around the benefits and the user experience still need to be overcome.

16 SOCKS THAT DELIVER Its no secret socks are good margin items.

While many have jumped on board, some super players are emerging in the Performance Sock category.

22 FASHION-FORWARD DESIGN LEADS THE CHARGE FOR PERFORMANCE SUNGLASSES What specialty retailers need to know about one of the most important accessories.

48

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Founders of Yurbuds, Seth Burgett (right) and Richard Daniels (left).

30 WHICH CAME FIRST, DEMAND OR SUPPLIER INNOVATION? Electronics continue to impact the retailers.

38 FITNESS PRODUCTS FOR THE MODERN ATHLETE As Seen on TV? Not anymore. In-home fitness products are getting better every season and are now widely available through big box and specialty retailers nationwide.

42 PROTECTIVE STYLE Sports medicine products tech up and slim down.

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GIVING BACK

AND1 Aids St. Francis de Sales Summer Basketball AND1 jumpstarts a restoration fund for the St. Frances de Sales Summer Classic, a baseketball program that has been running for the past 25 years in Far Rockaway, NY, hard hit by Hurricane Sandy last October.

By Thomas J. Ryan

T

he AND1 brand announced that it would provide youth basketball apparel and donate seed money to help rebuild the St. Francis de Sales summer basketball program in Belle Harbor, NY. The Rockaway peninsula parish’s outdoor basketball courts, which serve over 1,000 youngsters from the New York area, were destroyed during Super Storm Sandy on October 29.

The AND1 apparel and a $5,000 donation to help restore the flood-ravaged outdoor courts will give the legendary basketball summer program a much- needed boost as the warmer weather approaches and basketball campers prepare for their annual ritual of playing at basketball camp in The Rockaways.

AND1, the basketball footwear brand acquired by Galaxy International from Brown Shoe in August 2011, recently began its own re-launch in celebration of the brand’s 20th anniversary.

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"There are few communities anywhere in the country where basketball is so tightly woven into its fabric than the Rockaways, and there are even fewer legendary summer programs than those at St. Francis de Sales,” said Maurice Levy, marketing director for AND1. "This donation of apparel and seed money will be a good step towards helping heal a community on the rebound, where basketball is so important. AND1 has always been about using the game as a metaphor to never give up in life, and we believe that mantra mirrors the values of the hoops culture of the Rockaways. By working together, we can help some very deserving basketball campers and their hard-working families.”

"St. Francis is the backbone of the community in the Rockaways, but it is also the summer basketball home for everyone from Dick McGuire and Julius Erving to Chris Mullin, Mark Jackson and thousands of young people who play on these courts from morning until night every day," added Terence Mullin, camp director and coach for St. Francis de Sales.

"This assist by AND1, a brand that has always understood the power of basketball culture, will give us a much-needed boost as our kids return to the courts and the youth programs this summer. They understand the value of keeping kids active through a sport like basketball, and now we will again have the ability to do that.”

The $5,000 would jumpstart a new campaign with a goal to raise $100,000 to fully restore the damaged grounds and basketball courts. AND1 will provide uniforms for the participants in the summer league program which tips-off in June. The St. Francis de Sales Summer League annually plays host to over 1,000 young players, ages five to 18, known as one of New York’s most vibrant Catholic Youth Organization (CYO) programs. Many of the sport’s rising young high school and collegiate stars play summer basketball in Rockaway, the summertime home to organized basketball for over 70 years. ■

Photos courtesy St. Francis de Sales

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Opportunity Broadens for Insoles A more-informed consumer is expanding the opportunity for the insoles category.

By Thomas J. Ryan

W

hile the ‘less is more’ advocacy of the minimalism movement may seem to run counter to messages around insoles, it’s only opening up a greater opportunity for the hot accessory category.

Jason Richter, product marketing director at Shock Doctor, a new entry to the category, said that the barefoot movement is making consumers more educated about foot health. And while a few may crossover to the skimpy minimal models, the wide majority are getting smarter about the need for proper support and fit.

“They’re learning not only how running affects their feet but also how it affects their knees and their back,” said Richter. “And for the many who find out that barefoot running isn’t for them, they’re realizing that there are other options and that includes a supportive insole.”

But as shoes get smaller and lighter, insoles need to follow suit.

“Thinner, more-technical materials are required to maintain the same support and cushioning in slimmer profiles,” noted Jeff Antonioli, global sales director of Spenco. “While the minimal movement shows signs of waning, insoles can provide a transitional option for making the change from full-cushion to minimal shoes.”

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Antonioli added that for Spenco, running represents the core activity that informs the design of its most technical insoles.

Just as most running shoes are purchased by non-runners, the majority of Spenco’s insoles see considerably less action than running. Said Antonioli, “Consumers want to know that they have the best technology available even for their everyday activities - and look to companies on the forefront of athletic design to guide their choices. By designing insoles based on the sophisticated bio-mechanics of technical sports we ensure that they will perform well during all levels of activity.”

Kurt Wineman, SVP of sales, Sof Sole, sees the lightweight footwear category helping insole usage extend well beyond running shoes.

“It has crossed into activities like basketball and cross-training, which is an opportunity for us to broaden our category reach,” said Wineman. “We see people from all walks of life that are looking for ways maximize and improve the gear they purchase.”

Spenco GRF Basketball Insole

exerted by the ground on a body in contact with it, according to Antonioli. By placing a unique combination of pods with varying degrees of hardness in specific locations beneath the foot, the GRF insole is able to modulate the GRF forces acting on the foot. This reduces tensile and compressive stress throughout the lower limbs that results in increased comfort and performance and can help reduce injury.

The ProForm Gel Insole combines the comfort of gel with a flexible arch and heel cradle that gives the insole beneficial structure.

Spenco ProForm Gel Insole

Chris Griffin, Footbalance North America sales director, said Footbalance is seeing a stronger opportunity in snowsports and cycling. Said Griffin, “Custom fit is king in these sports, and it is becoming rare to find a skier or cyclist who isn’t concerned with getting a custom boot fit or bike fit in their specialty retail shop. A key to getting this perfect fit is getting the perfect footbed.”

Other trends working for the insole category is increased demand for user-customization.

“Increasingly, customers are not satisfied with off-the-shelf footwear,” said Antonioli. “If the opportunity exists to improve, upgrade or tune OEM offerings - customers are eager to listen to the options.

Replacement insoles are a perfect opportunity to customize footwear to the wearer’s foot.

At Spenco, new releases include the GRF Basketball Insole, which dropped exclusively in select Foot Locker, Champs and Footaction stores. The GRF Basketball Insole is the first replacement insole that intentionally uses ground force modulation as the basis for design.

In biomechanics, Ground Reaction Force (GRF) is the force

Also new is the Total Support Trio of products (Total Support Original, Total Support Thin and Total Support Max) which all feature the patented 3-Pod system, Spenco’s most technologically advanced products. The low-profile and more rigid versions of Spenco’s flagship product creates varying degrees of cushioning to help reduce overpronation.

Sof Sole is updating its best selling performance insole, the Athlete, for Fall. A lightweight insole for anyone looking for extra comfort throughout the day, the Athlete features a neutral arch and suits a variety of Sof Sole foot types. Exclusive Implus Athlete foam wicks moisture while a Hydrologix top cover helps prevent the buildup of odor-causing bacteria. The Implus foam and additional gel cushioning in the heel and forefoot offer added comfort.

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“We are enhancing the technologies we use (for shock absorption, moisture wicking, etc.) to ensure our insoles reach their maximum potential for customers, as well as updating how we are presenting at retail,” said Shean. “Sof Sole’s goal is to improve the footwear experience for the end consumer. We are making the number one selling insole in the country, the Sof Sole Athlete, even better as we seek to improve the comfort and performance of people’s footwear.”

Sof Sole is also redesigning its Arch insole, targeted to help those with high arches or in need of increased arch support. Improvements include a deeper heel cup to prevent foot slippage, gel drop in the heel, and foam arch support. A Hydrologix antibacterial top cover offers moisture protection while Implus foam diffuses moisture away from the foot.

Sof Sole Arch

Sole’s 2013 line-up welcomes the addition of its insulated Footbed collection.

“With the same moldable orthopedic platform that Sole Footbeds are known for, this new line adds the warmth of 3M Thinsulate insulation for comfort, support and warmth,” said Jonathan Koops, Sole’s VP of sales.

With cushioning of 3.2mm and 1.6mm, the Insulated Ultra and Insulated Response footbeds are perfect for medium- to high-volume footwear like winter, hiking and work boots. Both models are designed for fitting ski boots, snowboard boots and skates.

Sole Insulated Ultra

Also new for 2013 is the insulated CD Thin, designed in collaboration with elite skier Chris Davenport. Part of its Signature Series Custom Footbed line, the CD Thin provides support with the insulation of Thinsulate. Aimed for

10 APRIL 2013

cool-weather gear, at 2.5mm thick, the CD Thin is ideal for tight-fitting ski boots and skates.

Koops noted that while the trend in insoles is to control the heel, research from Dr. Reed Ferber of the University of Calgary RunSof Sole CD Thin ning Injury Clinic finds that support - not control - is the key to an effective orthotic and good foot health. Using a model of the plantar fascia of the foot, Dr. Reed’s studies found that Sole Custom Footbeds don’t control the heel or prevent arch deformation during the footfall but they do reduce plantar fascia strain. Sole custom footbeds were found to be the only over-the-counter orthotics to reduce plantar fasciitis by an average of 34 percent. But Koops said the broader trend for insoles is continuing education around the benefits of insoles.

“The importance of foot health is drastically underestimated – surprising given feet have the endless task of bearing the entire weight of our bodies,” said Koops.

“This is clear when you extract the manufacturer’s insole from any piece of footwear and find a flimsy, flat piece of material lacking any resemblance of support.

But if you examine the shape of the foot, it is the furthest thing from flat.”

Footbalance recently launched QuickFit, the brand’s new innovation in home-moldable footbeds. Based on the Footbalance Balance Plate, QuickFit pre-molded footbeds can be customized to the users’ feet in one of two ways either the Wear Mold or Heat Mold methods. With the Wear Mold method, users place the pre-formed footbeds in their shoes, where a natural customization process will take place over time. The Heat Mold method allows users to customize the footbeds in their conventional oven at home, or in a Footbalance oven Foot Balance QuickFit at participating retailers to contour the QuickFit footbeds to their feet. By walking around for five minutes, the QuickFit Heat Mold footbeds take form while the patented Balance Plate core provides optimal posture and alignment.

QuickFit footbeds come in a narrow width model for narrow to normal width shoes and a standard width model that fits normal to wider shoes. They also feature a universal mid-to-high arch height that will mold to arches of all shapes and sizes.

QuickFit pre-molded footbeds complement Footbalance’s current line of 100 percent custom molded footbeds. The full custom option is rapidly molded in less than 10 minutes by trained Footbalance dealers using the Footbalance Recommendation System (FRS) software to provide a free overview of a users’ foot dynamics and stance.

Griffin said run specialty is finding that Footbalance’s footbeds are very low profile and flex with the foot.

“Naturally, some do not want to put anything in the footwear they sell (in the way

of support), but other retailers feel that by offering something like Footbalance, they can ease the transition to more of a minimalist-type shoe and prevent injuries by offering slightly better support, shock absorption and alignment,” said Griffin. “I have seen that the minimalist approach is very good at driving customers to the stores, it adds excitement through new products, etc.”

A new player to the insole category is Shock Doctor, best known for its mouthguards. The brand’s insoles lineup includes Cleat (football, baseball and soccer), Court (basketball, tennis), Skate (hockey, inline) and Active (running, hiking, walking, training).

Richter said that in exploring the category, Shock Doctor found that a wide range of athletes weren’t being served in the marketplace that also needed foot protection. Said Richter, “When you go into a sporting goods store, the insoles are all located by the running shoes. There’s a huge group of consumers, particularly in the expansive team sports categories, that just aren’t getting served.”

In team, opportunities naturally present themselves in offering sport-specific insoles for the older athlete playing flag football, basketball or soccer in recreation leagues, he said. Many could already be dealing with foot issues acquired over the years. For youth, while messages around long-term foot health may not resonate, reducing fatigue and providing protection against a debilitating injury that may remove weeks to months from a season do. Said Richter, “Preventing some pain is a lot better than dealing with the recovery time after it happens.”

The insoles are specifically designed for each activity. For instance the Cleat Insole (for football, baseball, softball and lacrosse) resists lateral torque, creates better balance and supports the foot on uneven surfaces. By comparison, the Court Insole resists lateral torque from hard cuts that cause foot, ankle pain and fatigue.

Shock Doctor also feels it has brought a unique technology to the category by offering a better solution for core running, walking and hiking uses.

Richter said that the company noticed that consumers were frustrated by having to chose between comfort and support with many of the insole choices in the marketplace. It has come up with a “Goldilocks” solution to deliver the most adaptable insole on the market.

Besides all the cushioning and comfort components, all Shock Doctor insoles have Shock Doctor

Shock Doctor’s Contoured Shape and feature its Adaptive Arch Technology that flexes vertically and horizontally in the arch area to adapt to the athlete’s arch shape and height. Another difference is the contoured shape of the insoles that cradles the athlete’s foot for comfort, support and fit to maximize foot ankle and leg performance. Said Richter, “It feels soft but still has all the support you need.”

Superfeet covers a wide range of needs across fitto-trim and customer options with models delineated Shock Doctor Court Insole by color. Its most popular insole, Green, has been on the market for over 30 years. Designed for running, walking, hiking and alpine, Green is designed for those seeking maximum support and shock absorption.

Featured technologies include Foundation, its ultra-light, closed-cell foam that resists moisture and helps reduce shock while offering advanced comfort.

Green also features Agion antimicrobial technology and a unique stabilizer cap, the Encapsulating Stabilizer System, for underfoot support.

Superfeet - Green (top), Berry (middle), MerinoGrey (bottom)

Specifically designed for women's feet, the Berry features a full-forefoot shock pad for comfort and shock absorption under the metatarsals and toes. Along with Superfeet’s intrinsic design that promotes biomechanical alignment and function, its hybrid EVA contouring Rebound foam enhances the fit and feel.

For hikers, skiers and other outdoor activities, MerinoGrey adds a thick pile of 90 percent Merino wool top cover that lays over its supportive Foundation foam and Encapsulating Stabilizer System [ESS] for support, alignment and comfort.

The model is ideal for feet with medium to high arches.

Ellen Harwick, communications manager at Superfeet, feels the movement toward lightweight has opened up the conversation about footwear and foot health - and not with just runners.

“Running is a big part of our business, but almost everyone can benefit from a proper fitting insole,” said Harwick. “We support, and have our roots in ski boots. We fit snowboard boots, hiking books, cleats, walking shoes, dress shoes.

The list goes on and on. I think people are becoming more aware of their options when it comes to footwear and that in large part is due to the minimalist or lightweight movement. Whether a minimalist shoe is right for you or not, it started the conversation and opened the door to a deeper discussion of how a foot works and how it can work best.” ■

Cleat Insole

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The Insoles Education Process To maximize insole sales, misperceptions around the benefits and the user experience still need to be overcome. By Thomas J. Ryan

The selling of insoles often requires a learning process, first starting with the staff and then reaching out to the customer. The quickest and most critical way to increase sales is for the sales associate to demonstrate the product and its uses and then have the customer try it on while they are in the store.

“Once the customer feels the difference, they will be more inclined to buy an insole,” said Kurt Wineman, SVP of sales, Sof Sole. “It’s also important for associates to understand that their audience is broader than they think – it’s not just the serious athletes. It’s anyone looking for extra comfort in their shoes.”

Wineman also pointed to the importance of gait and fit analysis in assuring the proper fit.

“Our philosophy on insoles is different,” said Wineman. “The insole needs to be fitted properly in the shoe, but we’re not looking to correct or alter someone’s gait – that’s the shoe’s job. Sof Sole’s insoles are designed to take a good shoe and make it work better by improving the performance and comfort of the shoe.”

Jeff Antonioli, global sales director, Spenco, noted that sales associates must dispel the notion that insoles must be hard and hurt to help. “This is not the case for the majority of customers,” said Antonioli. “Another misperception is that the original equipment (insert) is good enough for the life of the shoe. It is not. Replacing the original insert with a premium insole can extend the life of the shoe while providing a better experience at the same time.”

Finally, Antonioli said many customers are not aware that there are replacement insoles Jeff Antonioli, for the wide range of low profile and mini- global sales malistic shoes on the market. Antonioli also director, Spenco sees gait analysis as a way to get replacement insoles and multiple styles of shoes on the customer’s feet to experience each.

In the past Spenco has relied on minimal POP to support its products - preferring instead to educate the sales associate on the benefits of Spenco insoles.

This year it will test more sophisticated product support initiatives including expanded product knowledge using mobile devices for delivery. For the first time this year, Spenco will also be testing consumer-targeted advertising campaigns.

Ultimately, Antonioli said, it’s about getting the insole on the customer and letting them feel the difference compared to the replaceable sock-liner in an OEM, (original equipment manufacturer), shoe.

“The trend continues to do more with less,” said Antonioli. “Selling insoles takes a little more time but it is a key way to show the customer superior service and keep them coming back.”

Jonathan Koops VP of sales, Sole

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Jonathan Koops, VP of sales, Sole, said one common misconception about insoles is that ‘softer is better.’

“What feels soft to the fingertip is drastically different than what feels comfortable under the entire weight of your body,” noted Koops. “Trial underfoot is essential. And although cushion is important, shape largely determines the comfort of an insole.”

Another misconception about insoles is ‘my feet are flat so I need flat support.’ Koops said people with flat feet need more support as often flat feet are more prone to foot ailments because the plantar fascia is already stretched and under strain. Added Koops, “Customers need to decide what insole will work best for them.”

Sole offers a 90-day satisfaction guarantee to ease the trial process. Said Koops, “Even if the custom footbed has been heated, trimmed and worn, customers have 90 days to ensure that the sole they've selected is the right sole for them.”

Sole is not a fan of video gait analysis that’s performed in stores since the standard 30Hz camera hasn’t proven to be a valid method for determining the correct footwear prescription. Sole also recommends when using a plantar pressure foot scanner, customers step on it multiple times and avoid using it to diagnose pressure points if a consistent recommendation isn’t coming up. Different insoles should also be used on the scanner.

Overall, Koops noted that for every ten customers that come into a store, eight of them will exhibit normal gait mechanics and need a neutral shoe. Historically, an overprescription of motion control and stabilizing shoes has occurred when a better solution for the majority of people is a neutral shoe with an insole for added support (not control) where needed. Said Koops, “When someone suffers from foot and ankle pain, it is beneficial to use an orthotic that reduces foot strain.”

Chris Griffin, sales director, Footbalance North America, said one of the common misconceptions is that footbeds take a long time to make and are expensive. Footbalance’s big selling point is being able to turn out a 100 percent custom footbed in less than 10 minutes for less than $80. Sales associates can also offer a trial of a custom foodbed with no obligation to purchase.

Beyond price and time, customers underestimate the flexibility possible in a footbed. Said Griffin, “The perception is often that you’ll end up with Chris Griffin, sales director, Footbalance North America something thick, stiff and clunky, when actually you’ll be surprised at how sleek and low-profile footbeds can be while still offering comfort and support.”

But he said the core benefit that an insole provides is to “improve your overall comfort and performance,” isn’t being heard enough. Griffin is also a fan of gait analysis to best determine correct fit and he believes customers

are increasingly expecting the service. Said Griffin, “It seems to me that more people are expecting to be properly fitted and care about the end result. Similar to the expectations of customers when they walk into a bike or ski shop.”

Carol Gilpin, owner, Fleet Feet Sports, Vacaville, CA, introduces insoles as part of the franchise’s FIT process with almost every customer.

“What makes it work is we are consistent in introducing them and my sales staff is very knowledgeable of the benefits and which insole works for which foot typeand footwear,” said Gilpin. “I personally educate my staff when they are hired and then have the Superfeet rep spend a good amount of time with each of them until they are fully equipped with the knowledge to educate the consumer.”

She said she used to carry three brands but switched to only Superfeet after seeCarol Gilpin, ing 95 percent of her sales came from the owner, Fleet brand. She stocks every color of Superfeet.

Feet Sports, Vacaville, CA, “Shoes have generic insoles, fitting the customer with a more "customized" supportive insole adds value to us as true footwear FIT professionals,” added Gilpin. “How important is the category? The customer experience is raised and the margins are better. A happier customer with more sales (and profit) would definitely make it important to us!”

At When The Shoe Fits in Vancouver, WA, insoles represent a “huge” opportunity, according to Leslie Ernesti, general manager. The store carries four fulllength orthotic brands and one three-quarter length; Sole, Superfeet, Bio-Sole

by Orthofeet, Lynco by Aetrex, and Pedag.

“The growth opportunity is excellent, with more people engaging in different exercise regimens and at all ages and stages of life,” said Ernesti. “We find most people can benefit from better arch support either to help an existing issue or as a preventive measure.”

Educating its staff on the anatomy of the foot, common foot ailments, and appropriate action to take to remedy any issues gives the store a “much better chance of helping the customer and gaining their Leslie Ernesti, GM, When The Shoe confidence,” said Ernesti. RecommendaFits, Vancouver, WA tions from local physicians are also used.

A large slat wall in each store provides a prominent display of the OTC orthotics coupled with smaller displays in its pedorthic areas. Ernesti added, “We have a treadmill, video camera, and digital foot scanner for assessing the foot, but most of our salespeople feel that a visual and verbal “hands on” account of the foot gives the customer more information and is a more personal way of examining the entire foot.”

She said the main challenge is introducing the product to a customer who has never used an orthotic before or who has been using the incorrect product for their issue or injury.

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“The first thing we do is seat the customer and determine what type of foot and arch they have, then talk about any existing foot concerns or problems,” said Ernesti. “Staff training and education is key and paramount in knowing what to recommend and why. Sole offers a true 90-day guarantee which helps a first-time orthotic customer be less wary of the purchase and gets them over the fear of trying something new.”

Alan Rice, co-owner, Fleet Feet Sports, Chico, CA, said accessories overall have become “very important,” with insoles being the largest part and also an “excellent margin generator.” Superfeet accounts for 95 percent of its insole business due to the product’s reliability and the brand’s stellar service levels and training, but also carries Spenco for customers who want to feel more cushion underfoot.

Fleet Feet Chico already has a high ratio of insole to footwear sales but continues to seek to improve the ratio.

“The biggest opportunity stems from the fact that if you have an unstable foot, you have an unstable foot whatever item of footwear you are using,” said Rice.

“We can make big Alan Rice and Susan Zepernick, co-owners, increases in insole Fleet Feet, Chico, CA. sales if we sell not just for running shoes but also for cycling shoes, ski boots, dress shoes and so on.”

Typical of any category that becomes hot, the main challenge for the insole category is new entrants coming to market with inferior product that ruins the initial insole experience for the customer.

“There are plenty of insole companies out there that try to drastically simplify a very complex area of human bio-mechanics, and are selling nothing more than a plastic arch "bump", with no fitting services whatsoever,” said Rice. “The customer dislikes the fit and feel and then assumes that all insoles are as bad.”

Extensive associate training around bio-mechanics and injuries caused by unstable feet aids in the discussion around insoles that’s an integral part of Fleet Feet Chico’s FIT process. The staff sells insoles as part of an overall solution but also to address specific benefits to the consumer,

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such as a tool to alleviate knee pain when running. Added Rice, “We expect to analyze the customer's gait, recommend an insole, and then fit it to the customer's foot.”

Dr. Gregory McCoy, a chiropractic physician based in Jefferson Valley, NY, is an advocate for Footbalance’s orthotics because they are easy to mold, comfortable and carry a friendly price point.

“The only complaint I have about the product is that they wear out quicker than other orthotics I have used,” he said. “The best part of the product is the comfort and quick break-in period.”

“As for selling them,” Dr. McCoy added, “that's all about the confidence and knowledge of the seller. I imagine if you’re not up on human anatomy you may have a tough time informing the buyer.”

Fleet Feet Sports, St. Louis, MO carries supportive inserts from Superfeet, Sole and Montrail as well as cushioned insoles from Sof Sole.

“Insoles are hugely important to our business because of the big benefits they provide,” said David Spetnagel, owner. “A footbed can improve shoe fit, assist in injury recovery, reduce the likelihood of future injury and improve gait efficiency.”

Spetnagel said currently, the shoe vendors are satisfied with fitting the top and sides of the foot, leaving underfoot fitting to the footbed vendors. He added, “The challenges I foresee for the footbed category will arrive when the shoe vendors are no longer happy with this symbiotic relationship and make a concerted effort David Spetnagel, Owner, to better customize underfoot fit.”

Fleet Feet Sports, St. Louis, MO On the sales floor, the current challenges arise from integrating inserts deeply into its fit process while educating customers about what footbeds do and do not do and “doing so while not conjuring up comparisons with ‘Do you want fries with that?’”

He added, “When given enough time, the available information from the medical community, Superfeet and Sole, in particular, make those tasks fairly easy. They become more difficult when time is short and/or the task involves more re-education than education.”

Fleet Feet Sports, Roanoke, VA, only carries Superfeet insoles. Owner Blaine Lewis said, “I think there is a lot of growth opportunity, by helping people be more comfortable on their feet, whether they are exercising or as part of their daily life, and they are a great tool in treating injuries and foot problems.”

Lewis said at the store level, it’s important to educate the sales staff Blaine Lewis, Owner, Fleet Feet to understand the benefits of insoles.

Sports, Roanoke, VA He added, “We sell through education, so it is important to be able to give the customer personal information so they can make decisions about products that are going to work best for them.” ■

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Socks That Deliver It's no secret that socks are good margin items that everyone needs and replaces regularly. While many have jumped on the bandwagon, some super-players are beginning to emerge in the Performance Sock category.

By Aaron H. Bible and Fernando J. Delgado

16 APRIL 2013

Photo courtesy of SmartWool

P

erformance socks have become increasingly specialized to meet the needs of runners, hikers, skiers and team sports athletes. At the same time, new fabrics and construction technologies are being used to help us perform better and more comfortably. Merino wool and wool blends continue to be sought-after fibers across a variety of sock categories, including performance. Other key trends include an emphasis on lighter weights, more color and the continued emergence of compression.

Deirdre Ostrowski, marketing director at Injinji, said it's a priority for the company to stay committed to creating a durable product that meets all consumer needs, including fiber preferences - such as wool and synthetics - and other demands such as weight and more specific features such as mesh tops and double elastic cuffs for trail socks. “It’s about continuing to build a line that accommodates all the different types of active consumers that are looking for performance socks,” she explained.

Injinji Run 2.0 Lightweight No-Show Socks

Injinji Sport OTC Stripe Socks

“We’re seeing more technology come into socks, and a lot of color, whether it’s outdoor or run,” said Kay Martin, president of Balega Outdoor.

“Outdoor brands are entering the run category and they’re trying to bring their natural fibers and wool blends into what’s traditionally been a synthetic market. We’re seeing more technology as sock companies are getting better at being more technical in how they approach making socks. Balega has always used technical fibers and yarns, but it’s interesting to see more players coming into the market and other players stepping up. It’s great for the consumer.”

According to Martin, the color trend in performance socks has been gaining steam for quite awhile - even though men and women have been wearing more color, women have always been the driver of vibrant color options.

“From a women’s perspective, we’ve always liked color,” she said. “The category itself, especially on the run side, was always a white sock business. And now, with color, it just makes the retail wall more exciting. I think it’s following shoes, following apparel and following trends in the market with everyday wear.”

She has also noticed that consumers have responded positively to vendors who offer more color options. “When we add color, people will come into the store and they will buy a white sock, but they’ll also add a color,” Martin explained. “In the past, not even six years ago, you didn’t have as much color on Balega Outdoor the wall as you have now.” One of BaleMulti-Sport/Multiga’s retailers has recently seen their color Purpose (top), Moh-rino sales jump 16 percent in the brand’s topPerformance Quarter Sock (bottom) selling Hidden Comfort sock.

“Coming off of Winter Outdoor Retailer, wool is a big trend in the performance sock market,” said Injinji’s Ostrowski. “I keep seeing and hearing about durability demand.” Ostrowski said the difference between the performance sock market today and even just a couple years ago – and certainly since 1999 when Injinji started - is there are more players in the field. “Everyone needs to have these technical features," she added, "and suppliers need to meet these requirements that consumers are expecting out of a premade sock product.”

“Wool has always been prominent on the outdoor side, and now it’s migrating into run more this year - on the socks side in particular,” said Balega’s Martin. “Because there are more manufacturers using more wool in their product lines, it makes a lot of sense that consumers are getting more educated about it. Natural fibers, moisture wicking, anti-odor, anti-microbial - those are all properties that wool offers that consumers like. The outdoor consumer has always understood wool, and they love wool and they understand the attributes of it, but you are seeing a shift [toward wool] now as outdoor lines are moving more into run.”

Molly Cuffe, senior manager of global brand communication at SmartWool, has seen lightweight trends in shoes impacting socks, influencing demand from consumers as well as the performance-sock designs of manufacturers.

“Minimalism and barefoot running was a trend that was driving things for a while,” said Cuffe. “When you take it to the broader level, it’s about the lightweight perspective. Shoes are getting lighter, so the lightweight footwear movement is something that we keep our eye on.” She added that colors and patterns are imSmartWool portant in performance PhD Outdoor Ultra Light Crew Socks (left), socks now, as well as PhD Run Graduated Compression Ultra Light Socks (right) finding ideal heights in crew socks to fit different categories of shoes, including running shoes, hiking boots and various team sports shoes.

“Socks are getting lighter and they’re getting technical,” added Balega’s Martin. “Traditionally, the sock hadn’t been as durable as it is now, because they would break down as a result of being made of natural fibers. But with some of the blending manufacturers are doing now, there’s more durability and there’s less frustration on the consumer side from having their socks wear out.”

Compression is a key feature that sock vendors have steadily added to their lines, evident in performance socks available

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Photo courtesy of Injinji

for Spring and Fall 2013. “We have a different take on the design philosophy at SmartWool,” said Cuffe. “We start from the inside, and then design outward. We look at the body, and we look at the body in motion. We consider how that relates to the foot as well. Where does the body breathe, and where does it tend to sweat? For example, the top of the foot actually has the bulk of the sweat glands, so we have our strategic mesh ventilation zones on the top of the foot.”

Compression technology provides several possible benefits including improved blood circulation, increased breathability, temperature regulation and muscle vibration reduction. “It helps the recovery process significantly by improving blood flow and helping to reduce lactic acid,” Cuffe said. “In addition to other features like ReliaWool Technology and our Fit System, we’ve combined the performance-enhancing benefits of merino with the recovery benefits of graduated compression.” The younger Point6 sock company is also introducing compression to performance merino with great results

Point6 - Katie Running Ultra Light Mini Crew Sock (left), Contender Cycling Socks (right)

18 APRIL 2013

Another trend, according to Injinji’s Ostrowski, is creating sock products that accommodate different kinds of shoes. “It’s about closing the gap between a consumer’s shoe preference and getting the best sock product in their hands to make that performance better with the shoe product they're choosing,” she said.

For Injinji, there has also been a shift in how consumers view their performance socks. “There’s a real consumer awareness of wanting true gear products, with socks being considered an essential piece of gear,” said Ostrowski. “And that’s so important to a company like ours, where performance toesocks is all we do and we have so many different options.”

New products for fall also include high-performance, American-made ultrafine wool socks from FITS Sock Co., indicative of where this category has landed.

Produced in its family-run mill in Niota, TN, and available to retailers in July, FITS' new offerings are highlighted by the Ultra Light Casual Crew, the Ultra Light Runner Low, the popular Light Hiker Crew, and the Ultra Light Performance Trail Runner. The Ultra Light Casual Crew includes the National Parks Edition as part of a partnership with The National Parks Foundation, an effort to create a series of socks inspired by the beauty of the national park system. The Ultra Light Runner Low is for runners who prefer a low ankle cuff to none-at-all, while the Light Hiker Crew is available FITS Sock Co. - Light Hiker Crew (left), Ultra Light Casual Crew National Parks Edition (right)

specifically for women. Rounding out its key new offerings relatively high price point for the category at $15/pair. is the Ultra Light Performance Trail Runner, which brings Bent Gate Mountaineering in Golden, CO, said Darn Tough Vermont is a minimalist ethic to trail running. a best seller - in part due to the amount of wall space allotted to the brand.

“We don’t sell as much of some of the From the retail perspective, color is still trending in all other brands simply because we don’t categories. “Red is the most popular color,” confirmed carry as much,” said the shop's Andy Jennifer Fournier, from the sales floor of Dillon, CO’s The Cureton. “We sell almost exclusively, or Sports Authority. “Nike Dri Fit is very popular...The Nike exclusively, wool blend socks. For our Elite Cushion mid-length customers looking for technical socks basketball sock is one of to wear climbing and backcountry the best sellers.” Dick’s skiing, that is definitely trending.”

Sporting Goods said Nike Elite is their best Darn Tough Vermont - Herringbone and Road seller, followed by Under Warrior Three-Quarter Crew Bike Socks (left), Light Cushion Run/Bike Socks (right) Armour, Brooks and Asics.

In Outdoor/Ski, Fournier said Jeff Wheeler, VP Hosiery Sales at Smartwool is one of The Sports Sof Sole, an Implus company, said Authority’s best sellers with a Under Armour - UA Ultra color accents in technical socks (like Sof Sole Running Select Socks quality product to back up those Lite Run Socks (left), Ignite the Baylor Lime and Michigan Lime) numbers. Experia cushioned socks Crew Socks (right) are all the rage. “We are accenting the tech socks with more color pop so you are trending for runners in a variety of colors, with a are seeing more color in tech socks rather than just plain white and black socks.

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Arch support and seamless toe construction continue to be strong factors when consumers are purchasing tech socks for their sport activities,” Wheeler said. “Team socks also continue to show the pop colors in addition to the core solid colors. BCA Pink continues to trend upwards and many retailers will be offering more of this assortment in our socks, laces and sneaker balls. We are doing PDQ shippers for The Sports Authority, Academy and Dunham’s that will house all of these products and be a BCA center that will stand out in the stores this Fall. Many are bringing BCA in earlier this year to capture early sales.”

Wheeler said crews are selling well with the advent of the Nike Elite and that Sof Sole Oakley black crews are in demand. He also noted “Footies” are hot and will continue to trend through Spring 2014. “We have several colors in basics like white and black and also in fluorescent colors and just added a tie dye version for Spring 2013 that is doing well.”

Sof Sole Director of Merchandising Meya McKinnon said the company puts together comprehensive market research each season covering trends and colors in all categories from runway and street, to celebrity to sport, through textiles and graphics. “We also pay meticulous attention to

what our sales numbers are telling us, as that is the voice of our consumer and helps us stay ahead of the game. Additionally, we get out in the markets like L.A., N.Y., Philly, and D.C. to keep close to what’s trending in metropolitan areas and attend trade shows for inspiration,” McKinnon said. “We continue to keep our ‘feelers’ out across all categories and markets, leaving no stone unturned. This has

Brooks - Infiniti Double Tab Mesh Socks (left), Essential Low Cut Tab Socks (right)

been key to bringing us to the forefront of the industry and will continue to propel us as we move forward in the future.”

“At Brooks, our winning recipe for socks is a soft hand, lightweight fabrics, class-leading technical features and fun colors at a great value to the consumer,” explained Gabe Maricich, Brooks product line manager of Men’s Apparel and Accessories. “This is what is resonating at retail today and as we continue to innovate we plan to stay on the same track. For summer, we will be introducing compression calf sleeves to round out our line and new colors including our award winning Infiniti Double Tab.” ■

Celliant Saucony Amp Pro2 Shirt with Celliant

Puma Tee from the Usain Bolt collection incorporates Celliant.

20 APRIL 2013

Reebok introduced the Zig Fuel Motion Tee with Celliant

Point 6 Merino Wool Ankle Socks enhanced with Celliant

Louis Garneau Cell-lon Tights

Celliant is a patented technology that harnesses and recycles the body’s natural energy through the medium of fibers, comprised of a unique blend of optically responsive minerals embedded into their core. These ingredients convert the body’s vibrant energy (heat) into far infrared light (FIR), which is then easily reabsorbed into the tissue and muscle.

When utilized in clothing such as baselayers and socks, effects range from increased oxygen levels in the tissue to balanced body temperature, quicker recovery time, and heightened strength and athletic performance. Celliant is not a coating or spray so it does not wash off or wear out.

With thirteen patents worldwide and clinical studies to support its claims, the technology has been increasing its presence in the textile industry by partnering with top brands. At Outdoor Retailer Winter Market, Point6 introduced the Pulse collection of Merino wool socks enhanced with Celliant. Asics and Achieve O2 will produce socks with Celliant as well. Puma (select items from the Usain Bolt line), Saucony (Amp Pro2), Adidas Porsche Design, Reebok (ZigFuel), Louis Garneau, and Clinch (Zone Recovery) are also using the product in apparel.

What specialty retailers need to know about one of the most important accessories on the floor.

By Aaron H. Bible 22 APRIL 2013

S

elling trends this spring and summer season for sunglasses are all about style… followed quickly by ever-improving fits, trendy colors and lens technologies.

“When it comes to finding the right pair of sunglasses it’s all about fit; then people should go into what options they have. But first and foremost is fit,” said Denver REI’s Travis Hall. “Today glasses seem to be made with an emphasis more on fashion and less on functionality. Over the last three years we’ve seen outdoor companies shift their designs, many glasses nowadays could pass for D&G, it’s been an interesting change.”

Sunglasses are not only a very profitable accessory for retailers, but they fill an interesting space between POP/impulse buy and critical item for travel, sport and recreation. “Its about 50/50,” continued REI’s Hall. “Some people come into the store and have looked up their options online and have an idea of what they want. The others come in with no information and trust us to find them the right pair of sunglasses.”

“Native sees about a 50/50 split between performance (which we generally consider as rimless) and lifestyle, which are full frame,” said Native Eyewear VP of Sales Kevin Karch.

“Our new mid-season launch lifestyle products like the Highline, a retro full-frame style, and our Haskill, an aviator style, are both selling in like hot cakes. In addition, anything in our technologically advanced Odyssey series is selling really well.”

“Retailers need to realize one key fact about sunglasses that should make them focus heavily on the category - sunglasses, in general, offer the highest margin per square foot than the majority of their other categories. Sadly, sunglasses are sometimes an afterthought,” said Native’s Karch.

Karch said that once a retailer decides to make sunglasses a focus, they need to do the following: Commit to the category and offer a variety of brands and price points.

Sunglasses need to be easily accessible as they are sometimes impulse purchases. Part of access, since displays are often locked, is to make sure the area is well staffed so they can service customers looking for sunglasses. “Remember the high margin?” Karch said, “If a sales associate sells one pair of ‘better’ sunglasses they have covered their wages for the day.” Train sales staff to sell sunglasses. The manufacturers do the tech training; what the retailers need to focus on is teaching their associates to sell sunglasses as equipment.

“There is not one outdoor sporting activity where sunglasses are not used,” said Karch. “So, no matter what the consumer is buying, sunglasses can likely be a part of the equipment they need.”

The following is a look at some of the top performing brands in a variety of specializations and price points.

Based in Sun Valley, ID, Smith Optics was founded in 1965 and has been innovating quality and driving the outdoor-sport eyewear industry ever since.

Smith has perhaps the largest eco-friendly sunglass collection in the world with its Evolve program. All of their injection-molded frames are made from Rilsan Clear, crafted from renewable, non-GMO castor plants for lightweight, full-transparent and durable frames that are more than 53 percent bio-based.

Snowboarder Scott Stevens Photo courtesy of Smith Optics

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Smith Optics, Frontman (left), Soundcheck (right)

Additional technologies seen this season are photochromic interchangeable lenses in the Pivlock series, adjustable nose pieces in the performance category, and the use of Megol throughout the entire sport collection, which gently adheres to the face when reacting with sweat or moisture to eliminate slippage. As seen with other suppliers, color is big this season for Smith: matte honey, rich blues, vintage whites and scarlets. This summer for men Smith introduces the stylish Frontman. With its crisp and fresh surfacing details, the Frontman is extremely versatile with enough head curvature and temple thickness to keep glare off the eyes, MSRP $80-$119. For those who like an aviator shape but are afraid of breaking a metal frame, the Soundcheck is another new style guaranteed to keep summer concert goers, climbers and paddlers looking good and protected.

With its timeless tear dropped shape, this lightweight frame provides a classic look with plenty of durability, MSRP $80$119.

For women, Smith introduces the Lyric, sized for all day, everyday wear-ability, MSRP $80-$119. With six different frame and lens pairings, Smith makes it easy to find a model that fits every personality and style. Also take note of the fashionable Facet and Lookout. New performance models include the Approach and Approach Max. Zeal Optics was purchased in 2010 by Maui Jim and rebranded itself as a leader in environmental and social responsibility. The company is now introducing the world's first plant-based lens, which upholds to the highest optical standards for quality and clarity while minimizing the company’s environmental impact. Unveiled at the Interna-

tional Vision Expo in New York City, Zeal debuted the first lens using a plantbased bonding agent replacing the petroleum-based bonder, and providing an ecological alternative to crude oil-based lenses.

Designed and crafted in Boulder, CO, Zeal’s engineering team has found a way to not only reformulate the bonding agent to eliminate oil, but to maintain a 38 “Abbe” value of clarity in an active lens. “Zeal has created a lens that will become the new industry benchmark for optical clarity with an environmental purpose,” said Zeal president John Sanchez.

Currently Zeal produces all its sunglass frames with Z-resin, a plant-based material that uses castor oil, eliminating crude from the manufacturing process.

"Castor represents a renewable resource,” said Dick Auld, plant and soil scientist from Texas Tech University. “We commend Zeal for taking the initiative to use a product that not only increases their sustainability, but also maintains the high quality of their product.” The castor plant does not compete with food crops and can be planted in places where other plants cannot grow. It also uses less energy in the manufacturing process, resulting in reduced carbon dioxide emissions.

Zeal Optics’ patent-pending bio-based lenses offer protection from UVA, B, and C as well as being able to identify and block a negative light range called High Energy Visible (HEV) light, recently cited as a possible cause of cataracts and macular degeneration. E-llume lenses contain a special hard coating for scratch resistance along with an exclusive high-transmission polarized film for increased protection.

Zeal is known for precision crafted eyewear that pushes the boundaries of outdoor and optical experiences. With handcrafted design straight from the heart of the Rocky Mountains, it has defined itself in the optical industry through innovation in goggle and eyewear.

When it comes to sport-focused sunglasses, Oakley is often the first brand that comes to mind. After years of pumping out high-performance, functional shades that provide style, comfort and protection, there is little doubt why Oakley has remained a leader.

This summer Oakley has a number of new styles to choose from. For men come the Limited Edition Fathom Dispatch II, the OffShoot, Garage Rock (and LE Garage Rock) and the Plaintiff. For women, Oakley introduces the News Flash, LBD, Given and the Obsessed models.

Oakley, Limited Edition Fathom Dispatch II (left), Offshoot (right)

The Limited Edition Fathom Dispatch II boasts custom inspired graphics highlighted on the ear-stems of the polished black frame, giving the shades a unique look, while the Black Iridium lenses provide great all-around performance that help maintain color recognition while balancing vision for sunny days, MSRP $150. The Offshoot focuses on style and performance as its side-to-side contour opens up peripheral vision to eliminate distortion. The Zeal Optics, Tofino (left), Kennedy (right)

24 APRIL 2013

Photo courtesy Oakley Photographer CIM8

design delivers side protection against wind, sun and impact, and Oakley’s pure Plutonite lens material filters out 100 percent of UV light, MSRP $130.

In the women’s collection, Oakley takes on some classic looks.

The Obsessed features a lightweight frame with chic accents. The company uses its Three-Point Fit system with these glasses to eliminate pressure points, MSRP $130. The News Flash has a handmade custom frame with rich colors that show the beauty of sloping edges; and with its classic shape it has cat-eyed personality and confident charm. News Flash is available with Oakley HD Polarized lenses or prescription lenses if desired, MSRP $150.

Optic Nerve is making it easier for retailers and consumers to choose them over others through its easy-to-understand and easy-on-the-pocketbook interchangeable shades program: Get two lenses - bright sun and variable - in one frame for $49; three lenses - bright, variable and clear - for $79. Both the Deuce twolens interchangeable and the Premium three-lens interchangeable program in the performance line feature hydrophobic lenses and anti-reflective coatings. Most models have tactilite rubber at the bridge and/or temple for fit and comfort. The company is going deeper with its polarized line, which is more fashion forward.

“The younger crowd is willing to sacrifice some performance for style,” said Optic’s Lee Hart. “I see it on the single track trails around Salida every day.”

“Traditionally, the buying cycle begins in early summer with review of current sales and sampling new prototypes. The buy cycle kicks into gear by Summer Outdoor Retailer. By Q4 we are chasing spring orders and firm commits,” said Optic Nerve’s Bill Cotton, president of parent company Mountain Shades. “The opposite cycle is similar for Winter Outdoor Retailer and SIA. However the fall sunglass buy is not as critical for dealers.”

“In the ‘neo-economy,’ the buy cycle is constant,” Cotton explained. “We are sourcing new prototypes/ products and asking dealers for feedback all the time. The best brands will be providing a flow of cool cutting edge shades.”

Optic Nerve, Pipeline (left), Revelstoke (right)

Optic Nerve is introducing the new interchangeable system it’s calling the Sideswipe (for reasons that become clear once you see it) at Outdoor Retailer Summer Market. This summer, check out the Pipeline, available with the photo chromatic, light adapting lens for $79 and the two-lens interchangeable deuce program for $49.

Pipeline always includes the hydrophobic and anti-glare lenses plus tactilite on the bridge to prevent slippage, active venting in the corners, and stylish design. The Revelstoke in the company’s polarized line is getting a lot of retailer attention with a retro-hipster look, with polarized, hydrophobic and antiglare lenses for only $49.

Designing and manufacturing every pair of glasses in their Daytona Beach, FL, workshop, Costa provides an American product that has a rich tradition of keeping sporting and fishing enthusiasts looking good with high-quality eyewear. As a leading manufacturer of the world’s clearest polarized performance

Oakley, Obsessed (left), News Flash (right)

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The new men’s Cut melds an on-trend retro look with Costa’s premium technology, including no-slip nose pads, sturdy integral hinges and tough co-injected molded nylon frames. Cut is available in several of Costa’s new frame colors such as ocean (light blue), squall (black gray), honey tortoise and an umber coconut fade. It’s available in the patented 580-lens technology.

The lenses block yellow light – the harshest light – from entering the eye, allowing it to relax, and the result is razor sharp color enhancement and polarization. Costa’s 580 lenses are offered in either hard-coated, optically ground glass (580G) or super lightweight, impact-resistant polycarbonate (580P). Available lens colors include gray, copper, amber, blue and green mirror.

Costa, Tower (left), Cut (right)

Photo courtesy of Costa

sunglasses, Costa also specializes in fit. And any eyewear specialist will tell you, fit is king. Costa has created high quality performance and prescription sunglasses for outdoor enthusiasts since 1983 and is currently the fourth-largest brand in the performance sunglasses market.

“The key to effectively selling Costa sunglasses is three-fold: arming retail sales associates with training through our web-based training partner 3point5. com; maintaining a diverse selection of our top-selling sunglasses; and providing retailers with high quality Costa Retail Support materials, such as prominently placed display fixtures and plaques and consumer brochures,” said Dave Bulthuis, VP of sales, Costa Sunglasses. “Retailers can compliment customers' sunglass sales with a variety of Costa accessories and apparel as well."

“It’s our 30th anniversary in 2013, and we’re pulling out all the stops to celebrate,” said Chas MacDonald, president of Costa. “We’ll introduce 13 new styles, including three new performance sunglasses. We’ll launch 15 new frame colors, like blackout and Realtree AP camo, and several translucent hues. We’re increasing our Rx sun lens capacity and expanding our apparel line.”

New styles for men include the Conch and the Tower, both metal frames, aviator-style sunglasses featuring sturdy integral hinges and adjustable silicone nose pads for optimal fit. Tower’s retro rectangle shape is a medium fit, and includes no-slip temple tips to keep the glasses comfortably in place all day.

Both are MSRP $199. Frame colors include palladium, gunmetal and gold.

Most models are available with Costa prescription lenses through authorized optical retailers.

26 APRIL 2013

Women will also enjoy new, stylish models with all the same performance features. All Costa sunglasses are 100 percent polarized, eliminate glare and protect against harmful UVA and UVB rays.

Denver’s Native Eyewear delivers great options whether you’re running a 10K, freestyle or road biking, playing volleyball or just relaxing on the beach. With contemporary styles for men and women, Native introduces two new models for spring/summer: the Haskill and the Highline. The Haskill is an aviator style with a full metal front, complete with N3 lenses and six color combos to choose from, MSRP $159-179. The Highline takes on a classic "wayfarer" look. The Highline also features the N3 lenses and six color combos, MSRP $109-129.

Native Eyewear, Haskill (left), Highline (right)

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“The overall trend is color, whether it is lens colors or fun frame colors and textures,” said Native’s Karch. “We see color playing a key role in both the performance category and the lifestyle category. On the performance side, you see footwear and apparel getting very colorful. The performance sunglass frame colors we are launching for 2013 tie into these fun bright colors. Our new 2013 performance styles Eastrim, Lynx, and Numa all pull in some of this color pop in the form of the actual frame color and the use of colorful Cushional (the rubber that keeps the glass on your face).”

“On the lifestyle side it's about frame and lens colors,” said Karch. “Crystal (clear) frames, translucent frames and prints such as wood grain or other effects are selling well.

For Native, all of our new 2013 styles such as the Kodiak, Sidecar, Bigfork, Haskill and Highline incorporate great frame colors and textures and some great lens colors like blue mirror or bronze mirror.”

“On the technology side, we are experiencing phenomenal sales of our Odyssey Series which incorporates new technologies into both the lens and the frame,” Karch explained.

“Our new N3 Lens is unique in that it blocks 4 times more Infrared (IR) heat than any other lens on the market. In addition, the N3 Lens offers excellent contrast enhancement and superior impact resistance. The consumer is literally seeing and feeling the excellent quality of the N3 lens versus our competition and they are realizing they can get a super high-quality polarized lens from Native at a reasonable price. The frame technology is called co-injected molded temples. This technology takes the Cushional rubber and injects it into the frame during the manufacturing process. The benefits are more Cushional on the frame to prevent slippage and less warranty worries down the road since the Cushional cannot come off the frame.”

the photochromic and polarizing Falcon lens. The Bora is available in White/ Black, Brown/Blue, Black and Blue with a variety of quality lens choices, MSRP $80-$190.

For men, the new Suspect is offered in bright colors and has a stylish look.

Sure to be a hit, the Matte Green with Spectron 3+ or Cat. 3+ lenses, or the Multilayer blue tint lenses, can’t miss. Suspect is also available in Matte Black and Matte White with various lens options, MSRP $85-$190.

What is trending for this legendary eyewear brand that made its goggle debut in the U.S. market last year?: "For us - colors!" said Julbo USA CEO Nick Yardley.

“Conscious effort by us to make fun bright colors - and as ever, technical lenses that serve a specific use.”

In the Team and Sportsman's world and new from Under Armour are a variety of styles that speak to street, fashion, but most importantly team and performance sport. From Tactical to Baseball, Cycling, Coaching and more, UA is introducing high-quality branded eyewear this spring/summer.

In performance youth sunglasses, the Nitro offers comfort and sun protection

Under Armour, Nitro (left), Nitro L (right)

for the junior athlete. ArmourSight Lenses deliver up to 20 percent enhanced vision edge-to-edge in virtually shatterproof polycarbonate lenses, along with a durable ArmourFusion frame and unique Air Flow Technology. Three Point Grip ensures a comfortable and secure fit (available in select styles). The Nitro L provides extended coverage and a larger lens with all the same features. Multiflection technology guards against scratches and is easy to clean.

Under Armour, Phenom (left), Igniter II (right)

Julbo, Bora Bora (left), Cargo (right)

While the company has its roots in alpine, the versatile and high-quality Julbo has been winning awards in trail, angling and cycling. And, they’ve completely re-vamped their travel line for 2013. For women, the new Bora Bora is the best looking female style that Julbo has offered to date. It is cute, comfortable, has great hold, and comes in

28 APRIL 2013

Inspired by Under Armour footwear technology, the Phenom features a comolded process allowing temples to self-adjust for an articulated fit. Upholding Under Armour performance, Phenom utilizes patented Zeiss optics on an ArmourSight shield. Cap Gripper technology ensures a secure fit when worn upside down on a cap (available in select styles).

The Igniter’s rimless frame design allows for a wide field of vision for multiple sports. Armourfusion frame technology provides a comfortable fit and Armoursight lens technology lends enhanced vision; an adjustable nosepad guarantees a custom fit. The sleek Igniter II offers a wide field of vision through a rimless frame for multiple sports. ■

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Which came first, demand or supplier innovation?

Electronics Continue to Impact the Retail Environment

Do retail buying trends dictate innovation or are product innovations driven by manufacturers playing off consumers’ seeming willingness to always adapt the latest and greatest?

Regardless of which comes first, electronics such as sports watches, POV cameras, protective cases and GPS units continue to be huge sellers and an everimportant part of the retail landscape. GoPro spent millions of dollars to make “POV” a household name. That spurred a revolution not only in Point-of-View cameras but also in phone and camera accessories, and the way we capture and share information. According to January Snowsports Industries America (SIA)

30 APRIL 2013

By Aaron H. Bible

data, action camera sales are up 16 percent in units to 82,500 and up 40 percent in dollars sold to $25 million compared to last year. Trends include - as seen in other industries - crowd-sourced technology features, a push for lighter weights, portable charging, and Bluetooth everything. And remember, if you can’t sell them an electronic device, sell them a case for the one they already have.

With that being said, let’s take a look at a few of the most innovative sales-driving products for Spring 2013.

Watches People recognize the Suunto brand and know both its quality and customer service; in fact it has a cult following. In January, Suunto unveiled the Ambit 2.0 upgrade, making the Ambit the only dynamic, consumer-driven GPS watch on the market. The update allows users to personalize the watch by downloading existing apps and new features created by other users in the Suunto App Zone. There’s an app that estimates expected finish times of

Suunto Ambit 2.0

races and a function that displays the actual incline of a hill or mountain being climbed. If users can’t find the app they want, they can design their own.

“We invite our consumers to give feedback on features they’d like to see in their watches and they often provide us with great ideas of additional features or functionalities,” said Suunto USA VP and business director, Nora Stowell. “We wanted to give an opportunity for them Arka - USB to continue developing the Ambit. The Charger + Lantern + Flashlight Suunto App Zone is a unique tool that See page 33 for will empower the outdoor community full description to create the features they want to see.”

The new 2.0 Suunto Ambit upgrade adds an interval timer and ANT+ functionality, providing compatibility with ANT+ accessories from Suunto and other manufacturers. The 2.0 upgrade follows the 1.8 upgrade released in September 2012 including on-screen route navigation and multiple location displays on top of waypoint navigation. The Finnish-based company has been innovating sports watches, dive computers and instruments used by adventure seekers all over the globe since 1936. Suunto is a subsidiary of Amer Sports Corporation along with sister brands Salomon, Arc’teryx, Atomic, Wilson, Precor and Mavic.

Armitron has been creating precision timepieces for more than 50 years, developing a reputation based on enduring quality and contemporary styling

Armitron - 40-8251GRN (left), 20-4838GBSB (right)

as well as exceptional value with fine details such as genuine diamonds, Swarovski crystals, chronograph movements, solid stainless steel and exotic leathers. The new 40-8251GRN sport watch features a black resin case with green metalized accents, engraved top ring, black resin strap, clear dial frame with green or grey reflector, LCD module with split TDF display of either black or white digits, alarm, chronograph, LAP and dual time/military time.

It’s water resistant up to 330 feet. The 20-4838GBSB features sandblasted IP plated gun SS and 43.5 mm case, IP plated blue engraved top ring, adjacent bracelet w/ 2BTN fold over buckle/safety clasp, textured gun dial, day, date and 24-hr. sub dials. It has blue with grey luminous indexes and hands, an outside minute track, sweep second hand, and is water resistant up to 165 feet.

Leader in outdoor and sports performance timepieces, Timex introduces the Timex Ironman Run Trainer 2.0, a next-gen GPS-enabled watch that tracks pace, distance, heart rate and elapsed time. This is a smaller, more refined version of the 1.0 GPS watch and is equipped with a reversible, high-resolution display and advanced interval training Timex - Ironman Run Trainer 2.0 capabilities. It represents expansion of the Timex GPS portfolio following the recent launches of Timex Marathon GPS, Timex Ironman Run Trainer 1.0, Timex Cycle Trainer 2.0 and Timex Ironman Global Trainer Bodylink System.

“We heard from the running community that they wanted a smaller, more comfortable GPS watch,” said Sam Martin, senior brand manager, Timex Sports. “We’re excited to deliver on that need with the upgraded Run Trainer 2.0, enabling more efficient training through advanced technology.”

It’s the brand’s most innovative performance measurement product designed for athletes who want to

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maximize training efficiency. The watch offers a smaller, crisp, high-resolution display to better fit a variety of wrist sizes. Equipped with a chronograph and featuring hands-free split recording capability, the Run Trainer 2.0 includes Interval Training based on distance and time with vibrating and audible alerts.

The device has an eight-hour Li-ion battery and the benefit of being water resistant at up to 50 meters. Like other Timex downloadable products, this Run Trainer 2.0 is customizable through a computer for all settings and is compatible with TrainingPeaks and MapMyFitness.com, among others. It utilizes ANT+ wireless technology for chest and foot pod sensors to provide heart rate and indoor/cadence-based training data, MSRP $225 for Speed + Distance or $275 with Flex Tech Digital 2.4 HRM chest sensor.

Audio Introduced in late 2012, UClear delivered the HBC220 Force communication device with patented Adaptive Beam Forming (ABF) technology and a groundbreaking full-duplex intercom system designed to expand the reach, range and quality of group communications by up to 700 meters between each unit up to ten. UClear is helmet-compatible hands-free communications and audio for snowboarders, skiers and other extreme motion environments. The HBC220 Force has a Super Group Intercom with Multi-Hop Technology, sold in single (200) and dual (200D) packs. When paired to a Bluetooth device such as a phone, users can take calls, listen to music and intercom with other UClear units. “While we made enhancements to intercom with the HBC220, we think of the product like UClear - HBC220 Force ‘outercom,’ as when you pair with a phone, you’ve connected your entire world,” the company said.

Top features include: Adaptive Beam Forming is an industry first that picks up voice by aiming a beam from either side of the head that intersects in front of the mouth; Digital Signal Processing learns as it goes and cancels out all noise from road and surroundings; Multi-Hop works like a repeater to allow for about .4 miles between users and builds on itself so that if you have ten users, you would have over 3.5 miles between the first and last; Super Group can connect up to ten UClear users on the road or mountain, and, while Bluetooth is still line of sight, this effectively allows riders to bend around obstructions and stay in communication; Echo Cancellation allows for the speaker and mic to be together without creating feedback.

CubeEdge.sound lightweight miniature speaker is made with environmentally friendly materials, fits easily in a bag and has powerful sound quality: it’s a great companion for camping, cabins, yurts and hotel rooms. This sleek, wireless Bluetooth 3.0 portable speaker provides 10 hours of battery life. Bluetooth 3.0 allows for a noticeably faster connection and supports a versatile array of

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devices such as iPhone, iPod, Android, smartphones and tablets. A microphone provides easy, portable compatibility with Skype, FaceTime and other chatting tools and speakerphones. It’s made with eco-friendly parts including nonbrominated flame-retardants and a recyclable aluminum enclosure, MSRP $149.

Bluetooth innovator in the outdoor activities market, Sena Technologies, Inc. recently introduced the SPH10S for skiers and snowboarders to easily attach the multi-function headset/intercom to a variety of helmets and connect wirelessly via Bluetooth to their cell phones, GPS units, mp3 players and other Bluetooth enabled devices. The SPH10S also allows skiers and boarders to stay connected on the hill through intercom with up to three people. The system utilizes the latest Bluetooth 3.0 and advanced digital processing technology for the best sound quality for incoming and outgoing sound. The easy-to-access jog dial and intuitive button operations make it the perfect safety companion.

Sena Technologies, Inc. SPH10S may be used with Giro, Burton or Smith Optics helmets

SPH10S

"With more snow sports enthusiasts adopting the use of helmets for safety reasons, we decided to take those measures a step further with the SPH10S," said Tae Kim, president and CEO of Sena Technologies, Inc. "It's of the utmost importance to be able to stay in touch with fellow skiers and snowboarders especially if traversing the backcountry or non-heavily traveled areas of resorts, and we made the SPH10S so they can do that either through intercom or via cell phone."

Its firmware is fully upgradable at no charge anytime the company issues updates. Capabilities include Bluetooth intercom up to 900 meters (980 yards/0.56 miles) in open terrain, multi-pair intercom for up to four people, four-way conference intercom, 10 hours talk time, seven days stand-by time, Bluetooth stereo headset, hands free music playback control, replacement ear flaps, easy headset controls with

the Jog Dial, Bluetooth hands-free, water resistance and two-year warranty. The SPH10S may be used with Giro, Burton or Smith Optics helmets, MSRP $199.

Charging Goal Zero leads the industry in portable solar technology and at WMOR introduced new products to its line of solar panels and portable re-chargers: the Switch 8, Guardian and the award-winning Sherpa 50. The latest and greatest from Goal Zero is the Yet 150 Solar Recharging Kit - a plug-and-play solar generator for emergencies, camping, etc. It features AC, 12V and USB ports for powering laptops, lights, tablets, smartphones and more. The Yet 150 weighs just 12 pounds and features a pop-up handle for added portability. The device can be fully charged by the sun in 5-10 hours with the included 13W Nomad 13 Solar Panel, MSRP $400.

Etón Corporation also introduced new Goal Zero - Yet 150 Solar Recharging Kit high-performance, solar-powered consumer products at Outdoor Retailer Winter Market. The Rugged Rukus features a solar panel, IPX-4 splash-proof durable design and Bluetooth compatibility.

The panel charges the unit’s internal lithium ion battery, allowing you to keep music running or to recharge a smartphone via the built-in USB port. It easily straps to a backpack and includes two active 40mm speakers and a battery charge indicator. Also great for indoor use it includes an AC charging option.

The Rukus XL features full-range 22w speaker drivers, can pair with a Bluetooth

Etón Corporation - Rugged Rukus (left), Rukus XL (right), Boost Solar (below)

device with just a touch and includes an elastic band to hold your smartphone in place. The Boost Solar is a single solar panel with rechargeable lithium ion battery pack (2000mAh) that allows you to recharge hand-held devices. In addition to being IPX-4 splash proof, the Boost Solar can also charge an additional removable battery pack. Other features include LED battery charge indicator, rugged rubberized exterior and fastener holes and straps to hook to a backpack.

The new Arka USB Charger + Lantern + Flashlight from UCO functions as an emergency signal, light source and portable charging station. Instead of utilizing several lighting products and a separate portable device-charger or solar charging pad to power electronic devices off the grid, the Arka serves as an all-in-one solution.

Smartphones, GPS units, digital cameras, audio speakers and other devices that can be charged through a USB cord can be powered by the Arka. Powered

by a rechargeable 4AH Li-Ion battery, the frosted globe of the Arka can be extended for use as a lantern with diffused white light or collapsed as a flashlight. It has five lighting modes including high and low light, three red LEDs for night vision, strobe and emergency strobe.

Additional features include a LED battery level and charging status indicator, a split ring to hang the lantern and extendable legs for added stability. Highly water resistant, the Arka weighs 7.5 ounces, is 7.75 inches long (5.25 when closed) and 2.5 inches wide. It has a beam projection of 250 feet and will run for 6 to 8 hours on high and up to 100 hours on low beam. The Arka can be recharged on the go using solar panels with a 5V or higher output using a USB cord, MSRP $70.

For something a little more lifestyle and less hardcore outdoorsy, check out Urban Junket and their new line of laptop and handbags that uses unique battery technology and earth-friendly materials. Called the Power Trips Collection, they are stylish and sustainable bags (made from recycled water bottles) with a built-in power source for recharging phones and devices on the go. According Urban Junket to the company, Jen Crossbody Indigo it's the first colwith iPhone (left), Karen Powered lection of its kind Handbag (right) to use this battery technology. The women’s line is now available with a men’s line in the works. They are TSA-friendly with six colors and three styles to fit any lifestyle.

Timbuk2 Bags with Power Supply from the San Franciscobased pioneer of the messenger bag introduced the Power Commute and Power Q for innovative technology portability in partnership with Joey Energy. “There are a few ‘battery’ and power bags on the market, however none are from existing or trusted manufacturers in a lightweight, simple and compact format that also charges different brands and types of technology while on the go,” said Timbuk2 CEO Mike Wallenfels.

Not for individual sale, the Joey T1 Power Supply is designed with rugged electronics and a tough, water resistant case in a slim design with a satellite USB port. Key features include: Energy on the Move whereby consumers can charge the T1 before a trip or to provide up to weeks of charging while in the bag; One Source for Power Supply

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Timbuk2 - Power Commute

GPS Besides touchscreen, introduced several seasons ago, GPS innovation has been limited to integration into broader-scope devices, versus the leaps and bounds in handheld GPS units seen a number of years ago. Garmin is often considered the Mac of the GPS world and still leads sales and innovation, followed by Magellan.

The Garmin Oregon 550T features touch-screen, road, topo and landmarks such as lakes, summits and parks. It has a 3.2 megapixel camera, compass, barometer/altimeter, 16-hour battery life and three-inch diagonal screen, MSRP $500.

The Oregon 450T doesn't have the camera and only has the pre-loaded topo maps and smaller screen, MSRP $400. And the Garmin Organ 450, MSRP $330, lacks pre-loaded topo and a camera but all Organ models are touch screens, lightweight and easy to pack. The light and simple E-Trex 20 is a scroll screen and more for the occasional GPS-er who wants to mark areas, trails and places off trail.

for including pre-loaded detailed base maps with Game Management Units (GMU), Digital Globe satellite imagery for virtual scouting ability, hunting specific waypoints, hunting geofences, trail camera waypoint marking and a camouflage exterior.

“The eXplorist 350H was designed to meet the hunter’s requirements with tools and features that will assist them whether it’s pre-season scouting or the hunt itself,” said Magellan senior director of marketing Warren Hewerdine. “Magellan is committed to serving the hunting community with high-quality, dependable outdoor GPS devices that bring together best-in-class content, features and ease of use.”

Magellan - eXplorist 350H Outdoor GPS Preloaded on the Magellan eXplorist 350H is a custom detailed base map containing features including GMU boundaries for the contiguous 48 U.S. states and Alaska, and a 1:100k contour layer. This unique map also includes water features; urban and rural land use and a complete road network for the U.S., Canada, Western Europe, Australia; and major roads throughout the rest of the world.

Included is a one-year subscription to Digital Globe satellite imagery that gives hunters the ability to “virtually scout” a future hunt location from home, quickly identifying areas of interest such as game funnels, potential feeding areas and glassing locations that can be marked and waypoints loaded. Points marked in the field can be uploaded back into Magellan’s VantagePoint software application allowing someone to build their own hunting-specific database over time. The geofence feature can automatically alert the hunter when they are approaching any GMU boundary.

The Magellan eXplorist comes with a redesigned user interface, is a lightweight, rugged, waterproof (IPX-7), handheld GPS receiver with a 2.2-inch color screen, MSRP $230.

Magellan also offers the eXplorist 310 and eXplorist 510 Hunter Editions including Kirsch’s TRAX hunting maps.

TRAX maps combine features including Bureau of Land Management (BLM), U.S. Forest Service maps, Game and Fish maps, Wildlife Management Areas (WMA), PLOTS data, county roads, topographic contour data and other outdoor information for North Dakota, Minnesota, Montana, Wyoming, New Mexico, Arizona, Utah, Idaho, Colorado, Nevada, Washington and Oregon.

Magellan introduced the eXplorist 350H Outdoor GPS at the Shot Show in January, and also introduced its popular Switch Series of GPS watches in Europe and China this year. The eXplorist 350H provides features hunters have asked

ResQLink ACR Personal Location Device the ACR is a 406 MHz buoyant personal locator beacon (PLB), weighing just 5.4 ounces at 4.5 inches tall. The ResQLink is a full-powered

charges virtually any technology via USB cable, including smartphones, iPads and Kindles, iPods and other MP3 players, GPS units, tablets, etc., eliminating the need for multiple cords; USB ports and LEDs are built into a “satellite” unit in a dedicated compartment inside the bag with ports to thread the charger cable to the iPad/tablet compartment or smartphone pocket inside the bag; cooling capabilities ensure longer life; its powerful computer does what is needed without input from the user and won’t run the risk of accidentally turning the unit on or off; both Joey and the user’s device can be charged from a single wall outlet cable; designed to be recycled at any of the thousands of electronics recycling points throughout the U.S. and the world.

The Timbuk2 Power Commute is a TSA-compliant messenger bag available in Black/Gunmetal/Algae Green for $199, including a removable shoulder strap and Napoleon side-entry pockets with faux fur lined phone/iGadget pockets.

The Timbuk2 Power Q is Timbuk2’s best-selling pack with a Joey T1 Power Supply, available in Black/Gunmetal/Algae Green for $199. A swing-around tricotlined side access compartment fits most 15” laptops (and 17” MacBook), with ventilated back panel, custom-fit strap design, dedicated pocket for laptop power brick and accessories, multiple grab handles and compartments, and refined weave 840-ballistic nylon.

34 APRIL 2013

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GPS-enabled rescue beacon designed for pilots, boaters and other water-based adventurers.

It uses three levels of integrated signal technology to cover all bases when a search is on and quickly relays your position to a worldwide network of searchand-rescue satellites. A built-in strobe light adds visibility during night rescues. It is simple ResQLink - ACR Personal and easy to use and has been Location Device tested extensively by Alaskan pilots and the U.S. government. Integrated tests allow users to routinely check the beacon’s functionality. Products require free online registration.

Cases Incase Systm cases for the iPhone are equipped with impact protective Poron XRD foam, absorbing and evenly dissipating force infusing product with light, durable high-tech materials, versatile protective layers, robust construction and functionality. Systm cases offer minimal design with maximum protection. Check out Systm’s new protective cases for iPhone 5, engineered to protect devices from everyday use and abuse and enabling adventurers to go further.

The Vise is the toughest case in the collection with three layers of protection and less bulk, featuring an internal shock-absorbing rubber cover with Poron extreme-impact protective edges for durability around high-impact zones.

Encapsulated by an outer two-piece external hardshell, the shell locks into place with the internal rubber cover through an innovative slide-lock. Add the detachable rotating belt clip for even more versatility, MSRP $50.

The Chisel is flexible and engineered for outdoor toughness by combining the armored protection of an external hardshell with the flexible convenience of a rubber cover to absorb impact and provide superior protection, MSRP $35. The Hammer delivers Incase Systm - Chisel (left), protection in a streamHammer (right) lined design. Shock-absorbing rubber construction is enhanced with Poron protective corners and a knurled exterior texture for added grip.

Hammer protects against daily drops, MSRP $30.

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Based in San Francisco, Incase Systm creates device-driven protective cases for sport performance and the urban grid leveraging Incase design expertise and world-class engineering.

California-based, award-winning Mophie portable power produces a number of charging and protective products for phones and accessories. In February Mophie released its first battery cases for the iPhone 5 – the Juice Pack Helium and the Juice Pack Air. The Helium is 13 percent thinner and offers a 1500mAh protective battery case - the Mophie’s lightest and thinnest to date. “We’ve spent months designing, engineering and testing a complete juice pack family of products, dialing in the details to make the user experience flawless from the moment the consumer puts the case on their iPhone 5,” said Ross Howe, vice president of marketing at Mophie. “Introducing Juice Pack Helium was an exciting way to launch, and the swift release of Juice Pack Air should be an indicator to Mophie and Apple fans alike that we still have a lot of innovation for the iPhone 5 up our sleeve.”

The new Juice Pack Air, MSRP $100, allows iPhone 5 users to go extended hours with 1700 mAh -doubling battery life of the device with the flip of a switch. It is engineered to deliver edge-to-edge protection with a 10 percent thinner design than the previous air model. New proprietary design with pass-though buttons allows access to key phone-features like volume and mute switches.

Mophie - Juice Pack Helium (left), Juice Pack Air (right)

The Juice Pack Pro is the brand’s largest power case with a 2500 mAh-capacity battery providing users with 150 percent extra battery life for the iPhone 4/4S. The case boasts an impact and environmental-resistant design that exceeds military specs in conditions including altitude, shock, and exposure to high and low temperatures, rain, humidity, sand, and dust. The Powerstation Pro is a battery pack that will charge any USB-enabled device including smartphones, wearable cameras, etc., with an external battery boasting a 6000 mAh capacity lithiumion polymer battery, tested for resistance in environmental elements including dust, sand and liquid. And the Juice Pack Plus Outdoor turns a smartphone into a dedicated GPS device, providing users with more than 650,000 map images and an external battery that more than doubles the life of the iPhone.

Optrix XD5 claims to have designed the toughest case built to date for the iPhone, utilizing monocoque technology borrowed from Formula One racing.

The company’s redesigned case is now leaner, lighter and stronger with an industry-leading drop rating and waterproof rating of 15 feet. Slide the iPhone into the XD5 housing and onto the rail system to mount to just about anything

Optrix XD5

with adhesive tabs. It’s crush proof and is available with a variety of mounting accessories. They also added a second door for access to the charging connector, headphone jack and microphone. The iPhone 5's 1080p HD can now be captured through Optrix’s three-layer, all-glass, wide-angle lens. The lens adds context to action shots for example by framing in helmets, handlebars, boats or the interior of a car, MSRP $130.

LifeProof frē case for iPhone 5

The LifeProof frē case for iPhone 5 is often considered the thinnest, lightest, strongest everyday all-protective case for the iPhone. The LifeProof case delivers water proof, dirt proof, snow proof and shock proof protection, available in Black, White, Cyan, Magenta and Flat Dark Earth colors, MSRP $80.

Coghlan’s Dry Pouch - available in three sizes - is great for camping, boating, kayaking and more, keeping electronics dry and usable during water activities. They also double for wallets or other items you want to keep dry. It floats for easy retrieval and your camera will take clear photos while inside the optically clear waterproof pouch. It includes a neck strap and a carabineer for attachment. Sizes are: 4” x 6” (cellphone, MSRP $10), 6” x 8” x 2” (camera, MSRP $15), 9” x 12” (tablet, MSRP $20).

Touch-screen sensitive plastic allows control and hermetically seals out water, latching with secure dual-locking tabs.

Headquartered in Manitoba, Canada since 1959, familyowned Coghlan’s, Ltd., is recognized as a leader in camping and outdoor accessories with more than 450 products in their line.

POV Cameras The next generation of GoPro features everything one might expect - Wi-Fi, apps, remotes and HD video (in the HD Hero). The Hero3 cameras are also smaller, lighter and more powerful than previous models. GoPro is both wearable and mountable with many available accessories.

The new Hero3: Black Edition is capable of capturing ultra-wide 1440p 48fps, 1080p 60 fps and 720p 120 fps

GoPro - Hero 2

video and 12MP photos at a rate of 30 photos per second, and is waterproof to 60 meters. It has built-in Wi-Fi and includes the Wi-Fi remote (a $79.99 accessory), as well as GoPro App compatibility. (MSRP $399.99) Also new are the Hero3 Silver ($299.99) and White (5MP photos, $199.99). The LCD Touch BacPac allows on-screen viewing for $79.99.

Going head-to-head with competitors in the booming POV action camera market, Drift Innovation, based out of London, UK, launched its most featurerich and intuitive action camera, the HD Ghost. This third installment of Drift’s HD cameras allows adventurers to not only capture HD footage, but one purchase includes all accessories necessary. The interface allows users to navigate and set up the camera quickly and instinctively.

The first-of-its-kind wearable on/off remote control wrist strap with LEDs allows users to instantly recognize Drift Innovation which mode is in use, displaying HD Ghost a color-coded system indicating Video, Photo, Timelapse or Photoburst. The remote allows users to take photos, change function modes and start and stop recording from up to 30 feet away.

The screen on the side of the camera (covered by Gorilla Glass) allows quick, real-time viewing of camera angles and playback, another Drift innovation. The Drift HD Ghost claims to have one of the longest standard battery lives on the market, but this varies with temperature. The lens, consisting of seven different elements, ensures optically pure video clarity and vibrant color, and the ability to zoom in and out of a shot (something no other point-of-view camera has). The microphone features digital and mechanical dynamic-modulation technology with the latest innovations in wind-noise reduction, MSRP $399. They also introduced a new Shoulder Camera Mount and Data-link App allowing users to control and instantaneously share footage using a mobile device.

After introducing the first GPS enabled goggle a couple of seasons ago, featuring in-screen readouts of speed, altitude, etc., Zeal introduced the firstof-its-kind HD Camera Goggle with an integrated, recessed tiny camera front and center, made for documenting Zeal - HD Camera Goggle adventures on the slopes. It captures 1080p HD quality video and can shoot up to 8 megapixel photos for quick, easy HD imagery without having to take your gloves off. There’s an in-goggle viewfinder (a 16:9 widescreen) where you can replay footage. Next season's version will include the ability to shoot 120 frames per second, will have a temperature gauge, and shoot 12 MP photos, MSRP $399. ■

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Fitness Products for the Modern Athlete

By Aaron H. Bible

Photo courtesy of Gaiam

As Seen on TV? Not anymore…these in-home fitness products are getting better every season, playing in part off the exploding health and fitness lifestyle trend, evolving health and fitness technology and sports science, and are now widely available through both big box and specialty retailers nationwide.

What do a rubber ball, a foam cylinder and a plastic rope have in common?

They are all part of an exploding health and fitness product trend happening right in our own living rooms.

Millions of Americans are taking their massage and physical therapy needs as well as their personal training - from the gym and clinic into the home. And thanks to ever-advancing technology and materials, combined with informed and intuitive construction, the products are getting better and better.

“One of the growing trends in fitness is body weight exercises using hand held products that allow you to do multiple exercises,” explained Alden Mills, personal trainer, former U.S. Navy Seal, and EVP and founder of Perfect Fitness.

“People are moving away from the bigger singular pieces - they take up too much room and don’t offer as much flexibility. People have downsized homes and

the smaller products are more flexible. Home workouts become more about variety in the programming than a big heavy machine.”

According to Senior Vice President of Marketing for Gaiam, Susan Haney, yoga is a category that continues to experience year-over-year growth both from a revenue and participation standpoint. It’s also something that moves easily from the studio to the living room. “Mats are always a top-selling item for Gaiam, but what used to be primarily a mat, block, and strap business has expanded beyond that.

The growth of hot and Vinyasa yoga has blazed the trail for the yoga mat towel category,” Haney said.

“Other accessories that are working well are athletic head bands and yoga socks, which are now also being used for barre classes.”

Gaiam Mats

38 APRIL 2013

Beyond aesthetics, yoga practitioners are looking for functionality - whether it is natural materials such as rubber, extra cushioning, better grip, or antimicrobial material - so the features and benefits in this category are expanding. “For that reason, Gaiam developed a professional line called Gaiam Sol that offers quality, form, and function along with fashion-forward design,” she explained. “Other areas of growth in the fitness category are functional and metabolic training, as seen in trends such as CrossFit. Gaiam - under the Reebok license - is developing a line of equipment to support this category due to launch in fall 2013. This line will include plyometric boxes, conditioning ropes, paralletes and more.”

Another new area of growth for both the Gaiam and SPRI brands is the category of flexibility and recovery, including rubberized resistance training products and accessories such as foam rollers and small balls. “Under the Restore by Gaiam brand, Gaiam has a wide variety of products sold through various retailers such as Barnes & Noble, Whole Foods, and Target," said Haney. “SPRI, under SPRI Dynamic Recovery, has a line of products aimed at sports recovery that was launched at The Sports Authority in fall 2012. Top selling products include a variety of foam rollers, massage stick, and the Core and Back Kit.”

ability to add or take away weights to adjust the level of workout intensity. It features a slim bib design with double belly band for a snug and secure fit, and flat flexible weights that move with your body and stay in place while doing big movements like plyometrics. The vest is road-ready with high visibility reflective material for low light conditions and a contour pocket for a smart phone or MP3 player. The 20 lb vest, MSRP $80, comes with 20 individual 1 lb weights, and the 40 lb vest, MSRP $120, comes with 32 individual 1.5 lb weights.

Perfect Fitness Perfect Multi-Gym Pro

Perfect Multi-Gym Pro is a unique design that features a foam padded cross bar, ergonomically angled handles, and extra thick bumpers that safely attach to most standard door frames (no drilling required). By focusing on body weight training, the equipment helps you get the famous V-Cut: a combo of broad shoulders and narrow waist. You can do three types of pullups (wide-angled grip, close grip, hammer grip), as well as chinups, situps, and dips, MSRP $40.

Gaiam foam roller and massage stick

Perfect Fitness, a division of Implus Corporation, is a market-leading designer, manufacturer and distributor of innovative fitness equipment and accessories.

The company is committed to offering advanced product solutions founded on functional training, natural movements and back-to-basic principles.

Perfect Fitness introduced the Perfect Ab Carver Pro to achieve flat abs, sculpted arms, and a strong back. The equipment takes one of the toughest ab exercises - the ab wheel - and makes it attainable. Inside is the Ab-Carver’s kinetic engine, consisting of an internal carbon steel spring that coils up as you extend, and then springs back to keep your workPerfect Fitness Perfect Ab Carver Pro out going.

It adds resistance as you roll out and provides assistance as you roll back. Angled handles activate arm muscles, so you can work your core, arms and back in one movement. The large stable wheel with extra wide tread and ergonomic left/right-hand grips provide control and comfort, MSRP $40.

The Perfect Weight Vest, available in 20- or 40-pound versions, is inspired by military body armor and is fully adjustable with the

“In an industry that can often appear more focused on quantity over quality, Trigger Point Performance has remained dedicated to providing premium products, education and therapy to be used by anyone in need of a lifestyle change, performance enhancement or general wellness,” said Trigger Point Performance CEO, founder and coach Cassidy Phillips.

“A self-care company, TPP Trigger Point is committed to creatPerformance ing innovative solutions Grid Mini Foam Roller through their line of mobility tools and educational programs to empower people to take care of their own bodies, prepare for movement and maintain a healthy lifestyle.”

It was with these goals in mind that Phillips created its latest product the Grid Mini Foam Roller. At 5" tall by 5.5" in diameter, it is uniquely travel friendly. Featuring Matrix Technology and Distrodensity Zones to mirror the feel of the human hand, the Grid Mini utilizes the

Perfect Fitness Perfect Weight Vest

SPORTSONESOURCE.COM

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same qualities of a traditional foam roller by providing targeted massage to increase circulation and help maintain flexibility in a small compact design for traveling as it easily attaches to a gym bag, backpack or suitcase, MSRP $25.

retail. “Consumers spending habits are shifting from heavy cardio equipment (treadmills/ellipticals) to performance training equipment like ladders, hurdles, medicine balls, resistance cables, etc.,” he explained.

Carlson said there are several reasons for this trend:

Athletes and professionals are recognizing the benefits that massage therapy has on keeping muscles flexible and energized which is a key contributor to their performance.

In addition to their current offering of high-density foam rollers and the Roller Massager, Pro-Tec Athletics recently introduced its new Travel Size Roller Massager in addition to the Orb Massage Balls and Y Roller featured in last month’s SGB Magazine.

“Currently in the sporting goods retail market, the hot trend of massage therapy conPro-Tec Athletics tinues. Foam rollTravel Size Roller ers and hand held Massager massage products are consistently moving well everywhere from running retail to general sporting goods stores,” said Jeff Rodgers, president of Pro-Tec Athletics. Massage therapy products enable deep tissue stimulation to maximize muscle performance and expedite recovery.

Most products come with injury guides with stretching and strengthening exercises and their new brochure comes with an Injury/Massage Therapy pullout poster. ProdPro-Tec Athletics ucts are widely available Orb Deep Tissue Massage Ball at running specialty, Fleet Feet, Big 5 and REI, among others. While the Orb Deep Tissue Massage Ball features multi-directional roll for focused massage to target areas, the Y Roller Contoured Foam Roller is “the most effective Foam Roller I’ve ever used,” according to ultra marathon champion Scott Jurek, author of Eat & Run. The Pro-Tec Roller Massager-Travel Size features raised Vynafoam sections that “sink” into soft tissue to roll out tightness, and rounded grip ends provide precision trigger point release. The 17.5” length fits in most carry on bags and user guide includes 20 massage and trigger point release techniques.

• Cost and space required for heavy equipment is enormous when

Sklz has been hard at work bulking up on its fitness products. According to Mike Carlson, Sklz VP of sales, the company is seeing some dramatic trends this season at

40 APRIL 2013

compared to performance training equipment;

• Boredom occurs when using the same machine in the same manor over

and over - products like a stability ball have numerous ways to use it; and

• Consumers want to train like athletes and when the best athletes in the world are seen on TV using ladders and hurdles, they want to do the same.

“There also seems to be a trend of consumers who are training with a purpose,” he continued. “Traditional fitness can lead to boredom which leads to quitting.

When you train to be an athlete you improve your agility, flexibility, core strength and more which is more mentally stimulating than traditional fitness. You will also see the former ‘exercise enthusiast’ now registering for competitions (endurance/adventure races, cross fit, etc). The desire for competition and training with a goal in mind has shifted this market tremendously. Instead of working out to look good, you are training to be an athlete.”

Sklz Corewheels

Sklz AccuRoller

There are two new products this year from Sklz in the performance training category. The Corewheels, MSRP $40, dynamic core strength trainer allows you to take planks, pushups and pillar exercises to a new level. The rolling wheels on each side destabilize your movements, causing your shoulders, torso and hips to work harder. It features ergonomic foam handles, lightweight design and a training guide.

The AccuRoller, MSRP $30 improves flexibility, strength and preparation for any athletic activity. You can use this adjustable massage stick in a variety of configurations to compress and stretch aching muscles following activity to promote muscle recovery. Also increase flexibility throughout the entire body by utilizing the nylon straps around feet or hands to assist in stretching.

As the flagship brand of Pro Performance Sports, San Diego, CA’s Sklz develops innovative athletic and high-performance skill development training products, technology and knowledge for athletes of all ages, skill levels and sports. ■

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Breadth of Data. Depth of Data. Timeliness of Data As the broadest, deepest and most timely data available for the U.S. Sports and Outdoor Active Lifestyle Market, SportScanInfo is the weekly retail point-of-sale data reporting solution. To learn more about how we can help your business, call 704.987.3450 or email sportscan@sportsonesource.com.

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Protective Style

By Fernando J. Delgado

Sports medicine products tech up and slim down

I

n the sports medicine category, products continue to get sleeker, lighter and more protective. Manufacturers continue to upgrade technologies and materials in an effort to meet the demands of athletes who want more protection without sacrificing their freedom of movement and performance on the field.

The newest offerings in sleeves and accessories reflect that delicate balance.

“Every ounce counts, and that’s never going to change,” said Justin Niefer, VP of business development at EvoShield. “The demand for lightweight protection is only going to increase. Compression is more vital, and we’re also seeing trends towards flexibility and breathability. We’re also seeing a trend of trying to create a hybrid of protection meets sports medicine. If you’re looking at knee braces or ankle braces, you’re looking at the compression of the sports medicine brace, but also added protection.”

EvoShield has extensively developed sleeves for baseball and football players in particular. Niefer explained that baseball players are using sleeves more for compression and warmth, while football players are more concerned with protecting against heavy hits on the gridiron. “We’re looking into bodymapping and different compression points – whether it’s from a therapy or performance standpoint – to create blood flow for a baseball player,” he stated.

“And then certainly as we look towards football, we’re trying to give athletes the fashion that they’re looking for, but also the strategic protective function they need to protect their arms.”

Brett Markwort, General Manager at Markwort Sporting Goods, has noticed that sleeves are an example of a greater emphasis towards compression that combines protection and performance in the sports medicine category.

“In terms of trends, we’re definitely seeing an expansion of compression gear for protection and faster recovery,” said Markwort. An interesting new sleeve offering from Markwort is the Cool Tac Sleeve, which is unique in that it offers UV protection by blocking up to 90 percent of the sun’s rays, while also offering moisture-wicking and a cooling effect. Other sleeves from leading vendors such as McDavid, Shock Doctor, Cramer and Cho-Pat mix cuttingedge lightweight construction with fabrics that manage moisture or help

42 APRIL 2013

athletes keep cool – all while helping them prevent or recover from injuries.

Markwort added that the annual National Athletic Trainers’ Association trade show usually provides sports medicine vendors with a good first look at upcoming trends in accessories. “Two years ago kinesiology tape was all the rage,” he observed. “Last year it was concussions and mouthguards. Mouthguards are always a huge deal in the concussion talk.” He pointed out that Markwort’s Vettex Mouthguard is a top-selling accessory for the company. Other leading offerings such as Shock Doctor’s Nano 3D Lower Mouthguard also provides athletes with essential protection against collisions.

Socks have been taking off as another accessory, which has become more synonymous with sports medicine and performance. “Socks are certainly a big trend right now,” Evoshield’s Niefer said. “I think you’re going to see sports medicine and performance functions breathe life into the fashion sock. It’s an accessory item that we’re looking at as more than just a fashion piece. It’s something that can create functional performance.”

Niefer added that athletes are also demanding more color in their sleeves, accessories, and other protective apparel. In response, Evoshield has been building out a three-year plan that answers that demand. “Giving the athlete the ability to express themselves through interesting color schemes and customization allows players to define what kind of athlete they are,” stated Niefer. “We like giving athletes something that fits whatever their style of game is - whether it’s a leadoff hitter in baseball or a running back in football – so that they can mold their protective gear to their game.” ■

Cho Pat Elbow Compression Sleeve anatomically contours for maximum fit and comfort to help support injuries, improve blood circulation, and maintain body warmth, MSRP $13.

Cramer’s ESS Arm Compression Sleeve is specifically designed to meet the needs of athletes. The unique articulated elbow does not bunch up or restrict joint motion so that shooting and throwing motions are able to be performed without restriction. MSRP: $15

From left to right: EvoShield Baseball Catcher's Thumb Guard is the only MLB-authentic baseball thumb guard.

Designed by top professional athletic trainers, it custom molds in minutes and fits comfortably inside the catcher's glove to brace the thumb and protect the player from jammed thumb, Gamekeepers Thumb and ulnar collateral ligament injuries, MSRP $22.

EvoShield’s Sliding Wrist Guard is brand new and helps protect baseball players as they are sliding into bases. MSRP: N/A

Cho Pat Dynamic Ankle Compression Sleeve offers knitted support that combines warmth and compression to reduce pain and discomfort while promoting healing. Applies uniform dynamics to the ankle joint and conforms to the configuration of the ankle, MSRP $38.

Cramer ESS Calf Compression Sleeve shows proven progress in circulation and benefits mild muscular support. One-of-a-kind knitted design stretches for comfort. Seamless construction avoids pressure points and chaffing, MSRP $15.

Cho Pat Achilles Tendon Strap alleviates pain and discomfort associated with Achilles tendonitis. Developed in cooperation with the Mayo Clinic, the patented strap is widely used by sports/medicine professionals, MSRP $19.

EvoShield Adult Crew Socks feature moisturewicking fabric, midfoot compression fit, ribbed cuff, and extra cushioning in the heel, MSRP $15.

EvoShield Protective Arm Sleeve is football-specific.

Compression fabric offers breathability and support for blood circulation and promotes faster muscle recovery.

Nanocell™ pads are placed over the forearm and triceps for added protection, MSRP $30.

EvoShield EvoShield's Color Ways offer athletes bold colors to express themselves in a variety of different accessories, including batting gloves, elbow guards, wrist straps and sleeves, MSRP n/a.

Markwort Youth Heart-Gard Protective Body Shirt is a compression shirt with a Heart-Gard sewn in. HeartGard is a tough, high-density polyethylene dome that absorbs impact energy and forces it away from the heart. It is small in size, measuring 6" x 6, MSRP $36.

SPORTSONESOURCE.COM

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6

Markwort Cool Tac Sleeves block up to 90 percent of the sun’s UV rays with a cooling effect and provide moisture control and sweat absorption, MSRP $18.

Markwort’s Vettex Double Guard Mouthguard protects teeth and lips with the highest quality material. Made with pliable thermo rubber for cushioning comfort, the Vettex is available in 17 colors, MSRP $7.

McDavid 5125R Level 2 Knee Sleeve with 4-way Elastic with Gel Buttress targets soft tissue and patella support, MSRP $30.

McDavid 8831 Rebound Compression Socks increase blood flow post-exertion; can be worn for extended periods of time due to Targeted Compression™ Technology, and specialty yarns featuring seaweed and zinc help aid in recovery, MSRP $40.

McDavid’s 5115 Ankle Sleeve 4-way Elastic with Gel Buttress provides relief from arthritis, bursitis and tendonitis, making it particularly ideal for those with neoprene allergies. This sleeve’s 4-way stretch elastic material allows for increased compression and fit without heat retention, MSRP $25.

Moji McDavid 360 Foot Massager relieves foot pain by stretching and massaging the entire plantar fascia. Available April 2013, MSRP $39.

5

From left to right: Shock Doctor Elbow Compression Sleeve conforms to the natural shape of the elbow and arm; provides cooling and flexibility through Lycra binding; and offers convenient finger tabs for an easy grip pull when fitting, MSRP $20.

Shock Doctor Active Ultra Insole is engineered for higherimpact performance and full-foot alignment for all athletes in all sports, MSRP $40.

44 APRIL 2013

Shock Doctor Wrist Sleeve-Wrap Support features a close-fitting full dexterity through an anatomical palm for an unobstructed natural grip. Its adjustable singlestrap compression wrap offers personal fit preferences, MSRP $25.

Shock Doctor Nano 3D Lower Mouthguard - by incorporating Mora technology, the jaw is correctly positioned forward and down for increase strength and athletic performance, MSRP $50.

Shock Doctor Ankle Sleeve with Compression Fit has a low profile slip on sleeve design. Construction materials includes terry lining with Lyrca, non-slip silicone gripper pattern, and N-Tx Compression Neoprene, MSRP $15.

Knee Compression Sleeve with Open Patella has an anatomical pre-curved design and is made with a breathable mesh window which provides cooling and full-range of motion flex, MSRP $20.

IN 1918 SINGING THE NATIONAL ANTHEM BECAME INGRAINED IN SPORTS SO DID CRAMER

SINCE 1918

For full year calendar go to sportsonesource.com/events

APRIL 12-14

AUGUST SGB Golf Outing Charleston, SC

MAY 2-5

SOS Leadership Development & SGB 40 Under 40 Awards South Beach Miami, FL

5-8 N.S.G.A. Mgmt. Conference Palm Beach Gardens, FL 8-9 ASI New York New York, NY

JUNE 18-20 Licensing International Expo Las Vegas, NV 26-28 TAG Spring/Summer Show

St. Charles, MO 27-29 Sports Inc. Athletic Show

Denver, CO

JULY 9-10

TAG Summer Show St. Charles, MO

10-12 BCA International Billiard & Home

Recreation Expo Friedrichshafen, Germany 11-14 European Outdoor Trade Fair Friedrichshafen, Germany 12-14 A.D.A. Spring Show Milwaukee, WI 16-18

ASI Chicago Chicago, IL

17-19 NBS Specialty Outdoor Market Fort Worth, TX 18-19 NBS Summer

Athletic Specialty Market Fort Worth, TX 31

Outdoor Retailer Open Air Demo Salt Lake City, UT

46 APRIL 2013

1-4

Outdoor Retailer Summer Market Salt Lake City, UT

1-4 SGB Active Lifestyle Investors Conference

Salt Lake City, UT 8-10

Sports Inc. Outdoor Show Denver, CO

17-19

Altanta Shoe Market Atlanta, GA

SEPTEMBER 8-10 NBS Fall Semi-Annual Market Fort Worth, TX 18-20 Interbike International Trade Expo Las Vegas, NV 30-2

OIA Rendezvous San Diego, CA

OCTOBER 7-8

The Retailing Summit Dallas, TX

15-17 SGB Sports & Technology Convergence Palo Alto, CA

NOVEMBER 5-7

TAG Fall/Winter Show St. Louis, MO

15-17

A.D.A. Fall Show San Antonio, TX

24-26 Sports, Inc. Athletic Show Las Vegas, NV

TRADE ASSOCIATIONS | BUYING GROUPS

CALENDAR

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 300 Boulder, CO 80301 t 303.444.3353 f 303.444.3284 outdoorindustry.org SFIA 8505 Fenton Street Silver Spring, MD 20910 t 301.495.6321 f 301.495.6322 sfia.org 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 Sports Specialists Ltd. 590 Fishers Station Drive / Suite 110 Victor, NY 14564 t 585.742.1010 f 585.742.2645 sportsspecialistsltd.com Team Athletic Goods 629 Cepi Drive Chesterfield, MO 63005 t 636.530.3710 f 636.530.3711 tag1.com Worldwide 8211 South 194th Kent, WA 98032 t 253.872.8746 f 253.872.7603 wdi-wdi.com

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I AM... sgb unique to specialty stores, which also helped convince them to try Yurbuds. Ultimately, it was the initial sales success and fanatic following Yurbuds had within the running communities that helped push them. We continue to support this important group of retailers both in stores and with events.

I’ve read Seth being described as a “medical device guru.” What’s your role at Yurbuds? People describe me as a 'corporate entrepreneur,' building, growing and leading businesses for Monsanto, Solutia and Honeywell International. I have an engineering degree as well as a business degree with experience in specialty materials and leading global business growth across multiple channels.

I have a passion for building relationships and have found this the most rewarding part of selling into the specialty run channel. Where else can you work with current and former elite athletes who love running, are entrepreneurs and are engaged in providing valuable solutions and service to people to live more active and healthy lifestyles.

Who's the businessperson you most admire most and why? My father passed away a number of years ago, but he taught me a lot about integrity and being true to yourself. So many people care about reputation, what others think about you. My father taught me to treat others with respect and be true to yourself, even when it is difficult. "Do the right thing, not the easy thing."

Richard Daniels Co-Founder & COO, Yurbuds

How did Yurbuds get started? Seth (Burgett, president and CEO) first had the "Aha" moment on a running trail while training for Ironman.

After a six-hour workout (four hours on the bike and two hours on the run) his ears hurt worse than the rest of his body. Seth and I came together in 2008, and after extensive consumer research, the innovation of Yurbuds Sport Earphones with patented Twist-Lock technology was born.

Did you initially get pushback from running dealers selling the earphone category? At first, run specialty store owners did not carry sport earphones, but our consumer research convinced them to try and sell them. We offer a personalized sizing experience (size, try and buy)

48 APRIL 2013

What is the relationship between runners or gym rats and their music? Many studies have been conducted and show that people work out longer and are more motivated to workout and be active with music. When Yurbuds conducted our consumer research, we likewise heard directly from athletes who told us they never work out without music.

Is there a perfect soundtrack to work out to? Music is very personal. If you want to learn about a person, ask to share their playlists. Some people love the thumping bass, while others are motivated by inspirational lyrics. Music moves people.

What’s your favorite type of music? I am listening to Toby Mac's Unstoppable and Eye On It, which have both inspirational lyrics and thump. I also work out to classic songs that change cadence such as Evanescence’s ‘Bring Me Back to Life.’ My children are introducing me to Bruno Mars and Neon Trees.

Summer Market JULY 31-AUGUST 3, 2013

Open Air Demo JULY 30, 2013

UR S YO AR K D R A EN M L CA

Winter Market JANUARY 22-25, 2014

All Mountain Demo JANUARY 21, 2014

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