ISSUE 1347 NOVEMBER 25, 2013
The Weekly Digital Magazine for the Sporting Goods Industry
FILA
TAPS URBAN ROOTS CONNECTING WITH A NEW GENERATION OF YOUNGER CONSUMERS
Group Publisher Editor In Chief James Hartford james@sportsonesource.com 303.997.7302
Senior Business Editor Thomas J. Ryan tryan@sportsonesource.com Contributing Editors Aaron H. Bible, Bill Kendy, Charlie Lunan, Matt Powell Editorial & Creative Director Teresa Hartford teresa@sportsonesource.com Senior Graphic Designer Camila Amortegui camila@sportsonesource.com Advertising Sales Account Managers Buz Keenan buz@sportsonesource.com 201.887.5112 Katie O'Donohue katieo@sportsonesource.com 828.244.3043 Circulation & Subscriptions subs@sportsonesource.com
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ISSUE 1347 NOVEMBER 25, 2013
The Weekly Digital Magazine for the Sporting Goods Industry
MAKING NEWS 4 Light & Motion Introduces GoBe Multifunctional Light System 6 Drift Innovation Continues POV Camera Crusade with Ghost-S 8 Nemo Spoon Series Aims to Change Outdoor Sleeping 20 Industry Calendar
GIVING BACK 10 DTLR Gives Back to Local Communities with Style
FEATURES 12 Columbia Rethinks The Insulated Jacket with TurboDown 14 Rise Of The Independents - Fila Taps Urban Roots
THIS PAGE: Jacobi McLemore wearing Fila 96's (left) and Philip Post wearing Fila Spaghetti's (right), are both young, independent streetwear designers, featured in Fila Profiles to introduce a younger generation to the Fila brand. Photo courtesy Fila. ON THE COVER: At a recent interview with Fila, hip hop producer Chase N. Cashe talked about his love of Fila product while wearing a fresh laced pair of Fila 95's. To read the full article, log on to filais.com. Photo courtesy Jessica Lehrman and Fila.
NOVEMBER 25, 2013 | SGBWeekly.com
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GOBE ANYWHERE LIGHT & MOTION INTRODUCES NEW MULTIFUNCTIONAL LIGHT SYSTEM
Light & Motion, who designs and builds adventure lighting systems in Monterey, CA, is introducing its latest innovation: the GoBe system that is designed to be interchangeable and even more multifunctional. GoBe’s versatile and powerful system is effective for a wide range of activities from probing the ocean depths to exploring extreme land-based terrain, combining the robust design features of Light & Motion’s Sola scuba dive lights with the size and convenience of the company’s commuter bike lights. GoBe offers customers a choice of six activity-specific base models each beam is designed to enhance the experience of the intended pursuit. Base models include: a 500-lumen Spot Beam, a 500-lumen Search Beam, a 500-lumen NightSea Beam or in a special Pink Body with 500-lumen Spot Beam light-head edition. The GoBe+, a more powerful light, can be purchased as either a 700-lumen wide beam or spot beam light head. The array of interchangeable light heads are sold separately. The air-cooled system of the GoBe increases both the run-time and output and is tested using the ANSI FL-1 Standard to be impact resistant and submersible to 120 meters. At 160 grams, it’s designed to be travel friendly. It also includes a battery life indicator, USB charging, three power levels, SOS mode and can run up to 24 hours on a single charge. For cyclists, bar-mounts are available for those long rides that go into the evening. In addition to the bar-mount, GoBe has options such as handheld or standard underwater photography mounts for video, photography and land-based action. Light & Motion has been recognized for reducing their carbon footprint, having been awarded the 2011 "Cool California Award" for greenhouse gas reductions, the 2008 "California Small Business of the Year Award” for their business practices, and the “Waste Reduction Awards Program” award for reducing their waste stream five years in a row. “GoBe is the culmination of 24 years of design expertise in underwater and bicycle light engineering,” said Daniel Emerson, CEO of Light & Motion.
NEWS
DRIFT INNOVATION CONTINUES POV CAMERA CRUSADE WITH GHOST-S
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Drift Innovation, a sports and lifestyle company specializing in creating camera technology and accessories, is releasing their latest and most powerful action sports camera, the Ghost-S. Made available worldwide November 26, the wearable camera boasts the longest battery life on the market along with other leading features, while remaining user friendly. The Ghost-S retails for $399. The Drift Ghost-S comes out of the box with a 3.5-hour battery life; built-in two-inch LCD screen; waterproofing up to 9 feet (and up to 196 feet with additional case); ability to shoot 1080p@60fps; a 300-degree rotating lens; WiFi video streaming while recording; two-way remote control; multiple mounts and much more. Many of these features are sold as add-ons by other brands. By packaging professional-caliber features in an intuitive, easy-to-use design, Drift allows anyone to immediately begin filming “out of the box.” “Powerful shouldn’t mean complicated,” said Robin Parker, co-founder, Drift Innovation. “Drift continues our commitment to making POV cameras that are both easy-to-use and technologically advanced. In the tradition of all Drift cameras the Ghost-S provides a host of features that professionals demand, but anyone can use. With the new Ghost-S anyone can get out there and live life outside the box.” Drift also welcomed freestyle motocross legend Jimmy Fitzpatrick to the Drift Innovation US FMX Team. Jimmy and his Temecula, CAbased crew will generate monthly content from his world-renowned Fitzland motocross training facility. Drift sponsored professional athletes in moto, auto, outdoor, snow, aquatic and airborne sports are an integral part of the R&D process, testing the performance and durability of Drift products in the field. Built and expanded on the foundation of the award-winning Drift HD Ghost, the Ghost-S boasts features an industry-best 3.5-hour battery (@30fps) plus the ability to film quality video in 1080p@60fps and 720p@120fps. A built-in,
CLICK TO PLAY
two-inch LCD screen (made scratch resistant by Corning Gorilla Glass) lets users see what they’re filming or use it for instant playback. The Ghost-S also features a 300-degree rotating lens, allowing you to mount the camera at any angle. The simple interface enables users to easily set preferred shooting mode: video, photo, photoburst or timelapse. The Ghost-S also offers Scene Mode and the ability to choose from normal, vivid or low-light settings. Scene Mode simplifies set-up relevant to the lighting conditions. In the low-light setting, the Ghost-S adjusts automatically to provide the best image quality possible. Like its predecessor, the Ghost-S comes with the two-way remote, placing control at the user’s fingertips by clearly communicating the camera’s function status with Drift’s color system. The remote can also control multiple Drift cameras at once. Ideal for both professionals and casual users, the Ghost-S features a leading Sony CMOS sensor and 7-element aspherical lens technology, making
Drift Ghost-S
it capable of 1080p at 60fps and 12mp stills. More additions to the Ghost-S include “Clone Mode,” where multiple Drift cameras can record simultaneously, and “Car DVR mode” for in-car and onbike video security. Combined with the free iOS and Android Drift app, Ghost-S users have ultimate control and customization. Recognized as one of the top action camera brands, Drift distributes its products in more than 35 regions globally.
NEWS
NEMO
BANKS ON NEW DESIGN Spoon Series Aims to Change Perception of Outdoor Sleeping By Aaron H. Bible When Cam Brensinger launched NEMO Equipment in the spring of 2002, the goal was to bring a sleeping bag to market that didn’t simply replicate what already existed. “NEMO’s mission is to improve the experience of adventure across the whole range of meaningful experiences outdoors,” said Brensinger. “We’re as committed to expeditions to Nepal as we are to nights out in the backyard with your kids. What matters is what being outside does for the soul - we want everyone to have a chance to experience that.” Before introducing its revolutionary Spoon Series, the company had already contradicted traditional tent design when it announced the manufacturing of tents with airbeams instead of aluminum. Some balked, but Brensinger proved that his AirSupported Technology had a place in the market, offering benefits over traditional tent poles in applications where strength, speed of setup or packed size are critical. NEMO’s AirSupported tents pack down small, are strong (NEMO’s 3.5” diameter Morpho 2P airbeam is 2.5 times stronger when you measure the amount of force it takes to move the airbeam six inches versus an aluminum pole bent into the same arc), and are easier to repair in the field. Navy Seals and other special ops groups use versions of NEMO’s Gogo AirSupported tents. When it came time to enter the sleeping bag market, the design team approached the project in the same manner. For two years they studied
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how people sleep, why many do not sleep well in the backcountry and what could be changed to offer a better experience. Weight and warmth of course played a part, but they believed comfort wasn’t getting the attention it deserved. “After decades of mummy bags being the paradigm, customers Photos courtesy Nemo were just accepting that tossing and turning all night is what sleeping is like when you’re camping. We wanted to say no, that’s not what it’s like at all and you can actually change how you sleep outdoors,” said Connie Yang, PhD, director of engineering for NEMO. The Spoon shape is wider in the elbows and knees, where you need space to sleep on your side. It tapers in around the waist to conserve heat and weight. “The shape of the Spoon bag is a big difference Nemo Spoon Series on the that may seem subtle on paper, but in the drawing board field, having extra room for your knees and body to move and accommodate dif- with the feel of home bedding. The company’s ferent types of sleepers is essential. With new Canon-40 mountaineering bag has Thermo the Spoon Shape, we’ve transformed the Gills to regulate body temperature and several whole experience with almost no penalty other innovative features in an effort to make the most hardcore bag built on the market. of weight,” said Yang. The bags have been awarded Backpacker’s After developing the first samples, NEMO reached out to ambassadors and Editors' Choice 2013 – for the Nocturne 15 & 30; customers for testing and input. In late Outside’s Gear of the Show 2012 – for the Spoon 2010, the Adventure Products Testing Series; and National Geographic’s Gear of the team was launched specifically to test its Year 2013 – for the Nocturne 15. “What motivated me in the beginning was Spoon Shape prototypes, and 50 testers took the bags into the backcountry, car being bored with what I perceived as lack of incamping and floor surfing and entered novation in many of the categories of outdoor data into NEMO’s survey program. More gear. I was young, driven by ideals and wanted than 300 revisions were incorporated everything about NEMO to be different and my own idea of perfect. We reinvented the wheel into the line. Innovations include an insulated blan- in just about everything because we were all ket fold for snuggling and temperature 20-something and had never done this before,” control, a unique baffling pattern that said Brensinger. And, he said, the company has curves to the shape of a sleeping body, a tripled forecasted sales for 2014 and has inpillow pocket, and a waterproof/breath- creased production. Available sleeping bag models include: the Nocable footbox that protects the bag from condensation on tent walls. Technical turne 15/30 with DownTek water repellent down; fabrics provide a combination of the best Rhapsody 15/30 Women's DownTek; Rhythm performance from the outdoor world 25/40 Prima Loft; and Harmony 25/40 Prima Loft.
THE INTERSECTION OF CAREER AND LIFESTYLE REACHING THE MOST CONNECTED, BEST INFORMED, AND HIGHEST CALIBER PROFESSIONALS IN THE ACTIVE LIFESTYLE MARKET
FREE ACCESS TO THE LATEST JOB LISTINGS NOVEMBER 25, 2013 | SGBWeekly.com Contact Jeremy Freed at 303.997.7302 or email SportsJobs@sportsonesource.com
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2013
GIVING BACK
PULSE OF THE OUTDOOR CONSUMER STUDY
DTLR, Akoo, and Timberland got together to honor DTLR's 30th anniversary with an exclusive collection. The limited edition DTLR/Akoo/Timberland 30th Anniversary gear was released online on November 15th. Akoo created the clothing and accessories. Timberland stepped up with a version of their classic 6" Butters tricked out with a DTLR red soft leather collar. Photos courtesy DTLR
DTLR GIVES BACK TO LOCAL COMMUNITIES WITH STYLE A Market Insight Study from The SportsOneSource Group SOS Research takes an in-depth look at the key shopping behaviors, influences, and motivators for America’s active outdoor consumer
Custom Reports and Analysis Available by Request
For more information, or to reserve your copy of the Pulse Of The Outdoor Consumer study, contact Neil Schwartz 561.692.3722 or email SOSResearch@ 10 SGBWeekly.com | NOVEMBER 25, 2013 SportsOneSource.com
To celebrate its 30th anniversary, DTLR, the urban chain based in Hanover, MD, is not only giving away prizes every day during the month of November, but it is also giving back to the communities that have helped build the company since it began in 1983. The celebration plans hit two fronts starting on November 1 with the beginning of its 30th Anniversary Sweepstakes 30-day giveaway. By entering at the DTLR website, DTLR.com, contestants will have the opportunity to win daily prizes, such as special-edition Timberland footwear, limited-edition Adidas and Puma shoes, G-Shock watches, gift cards, cash, iPhones, concert tickets and more. The prize giveaway ramps up toward the end of November and culminates with a grand prize trip to the Bahamas and a new car or cash. Another special prize is a one-year supply of Nike footwear. Converse and New Balance are each offering “design your own shoe” prizes, allowing winners to customize their own footwear to suit their individual flair and fashion sense. DTLR’S in-house radio station - DTLR Radio Network - is also joining the anniversary celebration with daily prizes for its listeners including custom Converse and G-Shock watches. A known supporter of the communities they serve, DTLR is also giving away $30,000 - $1,000 each day - to nonprofits in areas where their many stores are located. “Returning our success to the community is part of what the company is all about,” said DTLR Community Outreach Manager Sherri Goodall. “Our 30th anniversary is a perfect time to celebrate our success with the very people who made it all possible - the urban communities who shop in our stores, and who made our style all their own.” Through November 15, DTLR has given away $15,000 to nonprofit organizations including U.S. Dream Academy (Washington, D.C.), Charity Contributors of Chicago, Scooniers (Atlanta), and Henderson Hopkins (Baltimore). “This promotion gives a little something back to our customers, and by donating to these less wellknown nonprofits, we hope it is a two-fold effort to help these local communities where we have a presence,” added Goodall. “These are the smaller nonprofits that don't get the big-money donations, but still do a lot of the hard, on-the-street work to improve lives in their communities. We want to recognize that, say thank you, and help them along in their mission.”
NOVEMBER 25, 2013 | SGBWeekly.com
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COLUMBIA RETHINKS THE INSULATED JACKET WITH
TURBODOWN By Thomas J. Ryan
An inside close up of the Columbia TurboDown jacket. Photo by GearJunkie.com
L
everaging the strengths of natural down and synthetic, Columbia Sportswear revealed plans to bring a new insulation technology, TurboDown, to market for Fall 2014. In an interview at Columbia’s New York City showroom, Blaine Perrin, the brand’s director of product marketing, said the introduction of TurboDown comes as the marketplace is seeing a mini-resurgence around the insulated jacket with “everybody having their own interpretation of the puffy jacket.” But Columbia’s interviews with backcountry skiers in Boulder all the way to soccer moms and dads in Minneapolis found the one common theme heard from consumers was the desire for “lightweight warmth” and many of the “big heavy jackets” in the marketplace were falling short of this need. While ever-more-lightweight has long been the mantra of elite athletes, Columbia also found many regular consumers in Minnesota complaining about their “big bulky” jackets in the winter. A common pet peeve expressed was 12 SGBWeekly.com | NOVEMBER 25, 2013
the need to take them on and off when they’re in a car. The challenge, Columbia’s R&D team ascertained, was that consumers had to choose between either a down versus a synthetic jacket with each delivering different benefits. Down tends to offer more warmth, a better feel and more aesthetic appeal but at a higher price. And those prices have been heading north in recent years with the price of a pound of goose down soaring from $12 in 2009 to $39 currently, Perrin noted. In contrast, synthetic tends to be less warm and doesn’t hold the same aesthetic appeal as down but is generally less expensive and performs better under wet conditions. TurboDown, with its unique layering system, combines down and synthetic, applying OmniHeat thermal insulation layered with premium down to offer the warmth, look and feel of natural down with the moisture-management performance and price benefits of synthetic.
The new technology benefits from a patentpending construction technique, PED (Performance Enhanced Down), to support its unique layering system. Omni-Heat Reflective is featured on the inner lining to help dissipate moisture next to the skin. The next level features a thin layer of Omni-Heat Insulation, and then down on the outer layer to trap the warmth as well as to give a “nice visual aesthetic” that people have come to expect in insulated jackets. The jackets have held up well in independent third party testing versus competitors’ similarly priced insulated jackets. Using a computercontrolled environmental chamber to regulate variables, TurboDown took on the Marmot Zeus, North Face ThermoBall, Patagonia Down Sweater and Patagonia Nano Puff. In each case, Columbia products insulated with TurboDown performed better beating competitors by margins ranging from 8 to 22 percent warmer. Perrin said Arcteryx does zonal placement using synthetics in certain spots in some of
The TurboDown jacket packs up small then “puffs” back to insulating shape.
Photo by GearJunkie.com
their down jackets, but Columbia believes the full-on layering system in TurboDown is a first for the industry. Said Perrin, “We feel when putting this layering system alongside Omni-Heat Reflective, it’s going to deliver the best performing jacket on the market.” At the same time, the use of synthetics supports Columbia’s goal of “making performance accessible for everyone.” The TurboDown collection will be tiered in three categories: Diamond, Platinum and Gold. Prices for jackets to vests range from $130 to $325. A new term, TD, measures each tier: »»
»»
»»
At the pinnacle is the Diamond, which offers the most warmth and packability. It has a TD of 890 — 850 down fill plus 40g of Omni-Heat thermal insulation. At the mid-range is the Platinum. It has a TD of 860 — 800 down fill plus 60g of Omni-Heat thermal insulation. At the lowest level is the Gold. It has a TD of 650 — 500 down fill plus 100g of Omni-Heat thermal insulation.
The TurboDown collection will be available September 2014 and will include 14 styles in a variety of colors. In its marketing campaign, Columbia plans to play up the name “PED” for TurboDown’s construction technique by linking it to the better-known PED acronym for performance
Men's Diamond TurboDown
enhancing drugs that’s often associated with baseball. “It’s time that the outdoor industry embraced the use of PED,” Columbia’s President and CEO Tim Boyle half-joked in a release. “Performance Enhanced Down offers unmatched performance and in Fall 2014, you can experience how science can enhance the limitations of nature, and it's legal!" Andy Nordhoff, Columbia’s PR manager, added, “We will be having some fun and be a little controversial in the marketing. You can say this is a jacket on steroids.” For footwear, Columbia’s focus for Fall 2014 will be on versatility. The women’s Minx tall lace-up boot featuring Omni-Heat thermal reflective lining throughout, a best seller last year, will be extended to shorts and mid-cuts as well as insulated and non-insulated versions. Said Perrin, “We’ve had a few rough winters that hurt the winter boot business so we wanted to make
Women's Diamond TurboDown
the popular collection more wearable throughout the year.” Columbia will also introduce its first rain boot made with Omni-Heat Reflective in a translucent color at favorable price point of $50. The boot is a stand-out since it will be made in the U.S., the first time Columbia has tapped domestic production in a long time. But the TurboDown’s lightweight properties also address the need for greater versatility as customers are also looking for outerwear that can be worn for longer periods of time. “We definitely recognize that we can’t assume it’s going to be cold and it’s going to snow between Thanksgiving and Christmas and that’s gong to spike sales,” said Perrin. “We also recognize that many customers are looking for something they can just wear and be comfortable in. It doesn’t always have to be meet the demands of 12 degrees below zero because we don’t see that need in a lot of key markets we’re selling in to.” ■ NOVEMBER 25, 2013 | SGBWeekly.com
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RISE
OF THE INDEPENDENTS FILA TAPS URBAN ROOTS By Thomas J. Ryan
To some, Fila’s heritage is directly linked to the sport of tennis, and legends such as Björn Borg and Boris Becker. With the brand founded by the Fila brothers in Italy’s Alps in 1911, for others the name speaks to its Italian design aesthetic, and the history of mountaineering and skiing in the Alps. But to many consumers who came of age in the nineties, the name Fila harkens back to old-school urban culture and hiphop. With the launch of Fila’s new website Filais.com – standing for ‘Fila Is…” Fila is looking to reconnect with its heritage, and also introduce a new generation of younger consumers to the Fila name. Jennifer Estabrook, Fila’s EVP, business operations, said the launch of Filais.com comes as Fila is making a bigger push around its Basketball Heritage collection with footwear trends shifting from running to basketball, and 90s retro styles from Nike, Adidas, Reebok, as well as Fila undergoing a resurgence. To chase the opportunity, Louis W. Colon, III, founder of sneakerhead magazine Kicksclusive and the former founder/ owner of Laces Boutique, a women’s sneaker store in SoHo, has been hired as Fila’s director of Heritage product and marketing. A string of Fila’s retro styles have been brought back to market to a strong reception, beginning with the March relaunch of Jerry Stackhouse’s signature ‘Spaghettis’ shoe from 1995; followed by the Grant Hill II comeback in April and the Grant Hill I relaunch on September19. Reissues also include the Fila Cage, Fila Original Fitness and Fila F-13. Some of the Heritage collection being re-introduced features more contemporary materials and colors to meet the tastes of today’s younger consumers. At the same time, new basketball shoes have arrived, inspired by the early- to mid-1990s Fila basketball archives. A full range of retro-styled
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apparel is also being launched. The push is mainly aimed at reaching independent retailers with Finish Line as its mall-based partner. The introduction of Filais.com in September builds on all those launches and includes an e-commerce component. Estabrook said the launch of a dedicated site to the Heritage collection was really “born out of necessity,” given the active sneakerhead community seeking quick access to showcases of Fila’s current and upcoming product. With Fila.com, fans would have to “wade through a bunch of yoga and tennis images to get to a heritage story.” Louis W. Colon III, founder of sneaker head magazine Kicksclusive and the former founder and owner of Laces Boutique, a women’s sneaker store in SoHo, has been hired as Fila’s director of heritage product and marketing to introduce a new generation of younger consumers.
But Filais.com also pays homage to sneaker culture and lifestyle while in a subtle way reinforcing Fila’s authenticity in the space. Content initiatives featured on the website include the Rise of the Independents video series celebrating the key inner city doors that established the sneaker craze. Fila traveled across the country this summer and caught up with 12 of the leading independent sneaker boutiques to feature the personalities and history behind the shops that built the sneaker craze. Produced and directed by The Diamond Brothers, each roughly three-minute spot
Fila and The Diamond Brothers traveled across the U.S. this summer to catch up with 12 of the leading independent sneaker boutiques (below) and to create three-minute short films on the personalities and history behind the retailers that have built the sneaker craze and who "give the stamp of approval" on "what's hot and what's not". ▲
CLICK
Matt Halfhill I NICE KICKS
Chase Ceparano and Jason Faustino I RENARTS
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Osose Ebedan I FLY KIX
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Ty Mopkins I PUFFER REDS
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▲ Mike Packer I PACKER SHOES
Bobby Alvez I SALVIN SHOES
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▲ Rick Williams and Roland Coit I BURN RUBBER
Lester Wasserman I WEST NYC
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▲ Paul Lee I UBIQ
Sue Boyle I RIME
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▲ Frank Cooke I WISH ATL
TO PLAY
James Whitner I SOCIAL STATUS
FILA Spaghetti "Tobacco Road" Pack
Fila believes it will be able to come out with basketball footwear without the need for an NBA superstar... [and] the sneaker community now broadly connects across music, sports, culture and fashion.
FILA 96 Retro Olympic Photos this page courtesy Carl C. Olsen and Renarts
gives viewers a behind the scenes look at what has made these shops so successful in what was once a highly-competitive market, which has more recently come down to a matter of survival for much of the past decade. Most sneaker history profiles focus solely on the rabid collectors. The first entry was from Frank Cooke, the legendary buyer from Atlanta’s Wish ATL, who shared his perspective on his favorite shoe models, led by the Jordan I that came out the year he was born. He also lamented that the current sneaker business has become too serious, saying “we need to bring it back to collecting shoes and being part of this culture.” From Austin, TX, Nice Kicks’ Matt Halfhill, better known as founder and publisher of the nicekicks.com sneaker blog, talks about how the "Answer 1," Alan Iverson’s signature shoe for Reebok, was his first sneaker love; his wife’s nagging over some of his shoe choices; as well as his quest to fill his bucket list of sneakers over the years, including the Grant Hill II. He said, “For me, the hunt and chase was just as enjoyable as any step you would take in some of these shoes.” From Burn Rubber, just outside Detroit, coowner Roland Coit discussed how he only agreed to visit his father in jail if his grandmother bought him Fila’s M-Squad sneakers, as an example of sneaker fervor. His partner Rick Williams pointed out how Burn Rubber helps “give the stamp of approval” on “what’s hot and what’s not.” At the same time, he stressed that the store is in business to make money and has a responsibility not to push product “that isn’t going to help the community or be in a positive light.”
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Fila Cage "Re-Introduced" Pack
Other independent retailers featured in the series, which was fully paid for by Fila but was picked up by Complex TV, include Rime, Ubiq, Renarts, Packer Shoes, Fly Kix, Social Status, Puffer Reds, West NYC and Salvin Shoes. “Our initial concern in doing these spots,” said Colon III, “was that we might end up with 12 very similar narratives about their favorite shoes, their reason for getting into the business and their first Fila story. Let’s face it - we all know the tennis, basketball, and early Hip Hop Fila lore. As it turns out, each retailer had such distinct memories and different outlooks on how to move forward that we ended up with an embarrassment of riches in terms of content to select from.”
“What surprises everyone who has seen the spots,” added Estabrook, “is that they feature all of the brands these retailers mentioned during the course of the interviews, not just Fila. The purpose of these spots is to embrace the idea that great sneakers deserve a place in every closet in America and Fila has, and continues to sell, sneakers that belong there too.” The Rise of the Independents video series is complemented on Filais.com by Fila Profiles, a series of interviews with up-and-coming influencers in fashion, art, photography and other creatives who fit into the "Fila lifestyle." Estabrook said Fila has long been regarded by its evangelists for its independent streak
DIAMOND GRIP™
put your feet in 4 wheel drive
800.446.7587 www.ICEtrekkers.com ©2013 Implus Corporation. ICEtrekkers® is a registered trademark of Implus Corporation. 10.13
and original attitude. Back in the 80s, rappers gravitated to Fila - well before the brand started signing NBA stars and even before it had much merchandise in the U.S. market - because they saw the Italian tennis brand connoting luxury and aspiration. After re-acquiring the North American rights from a licensee, Fila began making sneakers and apparel and began signing players, starting with Kevin Johnson in 1989. Jamal Mashburn, Jerry Stackhouse, Chris Weber and Grant Hill each played under Fila at one time. With Jordan by far becoming the powerhouse brand in the sneaker world, some fans, much like the rap stars, chose to wear Fila to stand out, in particular Grant Hill’s signature shoes. Said Estabrook, “Back in the day, if you were wearing a Stackhouse or a 95, you were going against the grain. You were one of the kids not wearing Jordan. And that still holds true in 2013.” The first Fila Profiles is street artist Shells, who attracted media attention earlier this year
Philip Post and Jacobi McLemore Fila Profiles is aimed at introducing a younger generation to the independent streak of the Fila Brand. Two young streetwear designers Philip Post founder of Dertbag and Jacobi McLemore, founder of Death Precision Inc. are featured in the series. The website also includes a community blog, and a product section showing multiple shoe angles and links to buy.
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after he installed faux street signs emblazoned with hip-hop lyrics at several locations throughout the Big Apple. The second is a duo-interview with two promising young streetwear designers - Philip Post, the brains behind Dertbag Design, and Jacobi McLemore, founder of Death Precision Inc. Others featured in the series include George Spanky McCurdy, the gospel/soul/pop/hip-hop drummer who has played and toured with Lady Gaga, Kanye West, Justin Timberlake; and the founders of the Brooklyn Brewery. Estabrook said the Fila Profiles is aimed at introducing a younger generation to the independent streak of the Fila brand. Said Estabrook, “We’re bringing them stories about people who are different, but we also hope to show them the rich history of Fila that they may not be aware of. When they hear about it, they look at us in a different way.” The website also features a community blog, and a product section showing multiple shoe angles and links to buy. The website and associated social media push is all part of an overall energized marketing campaign that includes billboards along the I-95 corridor and updated instore POP displays. Going forward, Fila is looking to expand the video series to include international retail partners for 2014. More comeback shoes are set, including the highly anticipated return for the 2014 NBA All-Star Game of the KJ7, Kevin Johnson’s signature shoe. The brand is also building a west-coast strategy to reach markets less influenced by inner-city basketball. Fila will also continue to work on new shoes it hopes will become collectors’ decades down the road. Unlike before, however, Fila believes it will be able to come out with basketball footwear without the need for an NBA superstar. The brand believes the sneaker community now broadly connects across music, sports, culture and fashion. “Basketball players today live in a 24-hour news cycle,” said Kelly Funke, Fila’s director of U.S. marketing. “They can absolutely wear Nike on the court but that might not be what they want to wear to the locker room or outside the locker room. We’re not looking to come into the performance space, but these guys do wear more than one shoe.” Colon III said Fila is looking to partner with athletes and build one of a kind product specifically for the player and his tastes. “The approach is very different because that athlete has an affinity for the brand and they are choosing to wear Fila,” he explained. “Using
THE HERITAGE COLLECTION The Fila Heritage Collection features more contemporary materials and colors to meet the tastes of today’s younger consumer and includes new basketball shoes inspired by the early- to mid-1990s from the Fila basketball archives.
both the Fila and the players' social media, along with the sneaker, fashion, sports blogs, we plan to tell these individual stories with these athletes one month at a time in 2014.” Overall, Colon III describes the target market for the Heritage collection as the “Verge” consumer who is looking to discover new brands organically. “This customer is influenced by the global culture of sneakers, sports, music, and fashion and is not identified by geographic areas,” said Colon III. “With the connectivity via mobile devices, this Verge consumer is always on and looking to discover the latest. As the early adopters, we aim to speak to them, and not at them, with authentic Fila stories.” ■
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NOVEMBER 25, 2013 | SGBWeekly.com
19
CALENDAR
NOVEMBER 24-26
Sports Inc. Athletic Show Las Vegas, NV
DECEMBER 2-4
EORA SE Winter Market Asheville, NC
3-4
WWSRA NW Early Preview Seattle, WA
3-5
MRA December Market Lansing, MI
4-6 FFANY New York, NY 10-11
EORA FLA Winter Market Punta Gorda, FL
10-11 WWSRA NorCal Early Preview TBA 11-12
Atlanta Shoe Market Atlanta, GA
JANUARY 6-8
ATA Show Nashville, TN
7-9
MWSRA January Show Madison, WI
7-9
WWSRA Rocky Mtn Preview Denver, CO
22-25
Outdoor Retailer Winter Market Salt Lake City, UT
30-2
SIA Snow Show Denver, CO
FEBRUARY 3-4
SIA On-Snow Demo Copper Mountain, CO
3-4
SIA Nordic Demo Copper Mountain, CO
5-7
FFANY New York, NY
5-8
Sports Inc. Outdoor Show Phoenix, AZ
6-10
NBS Semi-Annual Market Fort Worth, TX
9-11
EORA SE February Show Greenville, SC
10-13
Worldwide Spring Show Reno, NV
11-13 18-19
MWSRA February Show Madison, WI
TRADE ASSOCIATIONS | BUYING GROUPS
For full year calendar go to sportsonesource.com/events
MWSRA New Model Demo Hastings, MN
MARCH 4-5
SFIA National Health Through Fitness Day Washington, DC
14-16
Imprinted Sportswear Show (ISS) Atlantic City, NJ
7-9
WWSRA Northwest Preview Portland, OR
9-11 13-14
Surf Expo Orlando, FL WWSRA Intermountain Preview Salt Lake City, UT
13-15
WWSRA NorCal Early Preview Reno, NV
4-6
Imprinted Sportswear Show (ISS) Orlando, FL
14-17
SHOT Show Las Vegas, NV
7-8
SFIA Litigation & Risk Management Summit Phoenix, AZ
15-18
NBS Winter-Specialty Market Fort Worth, TX
16-18
Sports Licensing & Tailgate Show Las Vegas, NV
27-30
NSGA Management Conference and Team Dealer Summit Indian Wells, CA
17-19
Imprinted Sportswear Show (ISS) Long Beach, CA
21 ORWM Demo Day TBA
20 SGBWeekly.com | NOVEMBER OCTOBER 7,25, 2013 2013
APRIL
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 Sports & Fitness Industry Association 8505 Fenton St., Suite 211 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
NOVEMBER 25, 2013 | SGBWeekly.com
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Winter Market JANUARY 22-25, 2014 All Mountain Demo JANUARY 21, 2014
MARK YOUR CALENDARS
Summer Market AUGUST 6-9, 2014 Open Air Demo AUGUST 5, 2014