SGB April 2014

VO LU M E 47 I I S S U E 4

APRIL 2014

1 APRIL 2014

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Volume 47 I Issue 4

April 2014

Publisher & Editor In Chief James Hartford james@sportsonesource.com 303.997.7302 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 Scott Boulbol Fernando J. Delgado William F. Kendy Charlie Lunan

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

Director, Business Operations Renee DeDios rdedios@sportsonesource.com 303.997.7302

VP Market and Consumer Insights Neil Schwartz neil@sportsonesource.com 561.692.6722

Director Media & Event Developmentt Candice L. Smith candice@sportsonesource.com 303.997.7302

Editorial & Creative Director Teresa Hartford teresa@sportsonesource.com Senior Graphic Designer Camila Amortegui camila@sportsonesource.com Circulation & Subscriptions subs@sportsonesource.com 704.987.3450 (x7106)

VP Retail Solutions Andy Annunziata andynunz@sportsonesource.com 860.620.9045 Director, Market Research Bethany Ehlert Cooner bcooner@sportsonesource.com 303.997.7302

Advertising Sales Account Managers Buz Keenan buz@sportsonesource.com 201.887.5112 Katie O'Donohue katieo@sportsonesource.com 828.244.3043

Sales & Marketing Coordinator Ryan Sullivan rsullivan@sportsonesource.com 303.997.7302

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APRIL 2014

THE ACCESSORY ISSUE

BEST PRACTICES 6 Found Money Thru Co-Op Advertising SGB OUTDOOR 8 The Watches Of Summer This seasons GPS sport watches are giving specialty retailers a lot to talk about.

11 Specialty Retailers Divided on Fitness Trackers A hot category for spring and summer, but will specialty run, bike, and outdoor shops embrace the category?

14 Sunglasses That Do It All Performance eyewear now offers great fit and comfort plus all the benefits of technology in a variety of frames and lens options.

20 Blame It On Tom Cruise Sunglasses can be challenging to sell at retail even though the category has a host of trends working in its favor.

22 Under Armour Eyewear Protection, comfort, and fashion.

26 The Sock Wall An integral part of the athletic footwear experience.

30 Insoles Much more than cushioning.

36 Talking Insoles Some obvious, and not so obvious, pointers on how to sell insoles.

SGB SPORTSMAN'S 38 Dressing Up Your Firearm SGB TEAM 40 What's Up Your Sleeve THIS PAGE: Ellie Greenwood, ultramarathon champion and Sundog Eyewear sponsored athlete.

Photo courtesy Sundog Eyewear

4 APRIL 2014

COVER: Under Armour Eyewear continues to collaborate with PGA golfer Hunter Mahan and presents its newest style Fire. The new shield silhouette offers a wider field of vision for greater sightlines on the course.

Photo courtesy Under Armour Eyewear

The evolving, growing sleeve category and other sports medicine accessories.

48 Calendar Industry Events

B E S T P R AC T I C E S

FOUND MONEY “A billion here, a billion there… pretty soon you’re talking about real money.”

- Everett Dirksen, Republican U.S. Senator from Illinois

By William F. Kendy

T

o stay competitive, sporting goods retailers need every break they can get. Margins are margins and a couple of extra points here and there are big deals. One way to get more return on investment is co-op advertising.

Edward C. Crimmins, in his book Cooperative Advertising (Gene Wolfe & Co, Inc. 1984) defines co-op advertising as “Cooperative advertising denotes any arrangement under which a product or service is brought to public notice over the names of both a supplier and any intermediary who comes between that supplier and the ultimate purchaser of the product or service.”

In 1969 the Federal Trade Commission issued “Guides” that were, in part, based on the past misuse of “promotional allowances” by manufacturers for larger customers that bought direct ignoring those retailers who purchased from wholesalers and distributors.

Today, co-op is a marketing and advertising tool that allows re-sellers of products to compete on an equal and proportionate level with their competitors.

Co-op allows you to advertise and promote your facility and have a partner pay for part of the cost.

Even though all of the players in a co-op advertising game are playing on the same team, there are distinct differences as to what the end goals of the game are.

Since the manufacturer is footing part of the advertising bill, he wants his brands and products to receive top billing in any advertising run and there are rules that the retailer has to adhere by to get paid.

The manufacturer’s goal is to get customers to buy their products and not their competitors. While the participating stores are their retail clients, the priority is on sales volume and they want to move product through the pipeline (sell in-sell out).

On the other hand, while it is important to establish credibility as being an outlet associated with a well-known national brand, the main goal of a retailer is to get customers to buy merchandise from him. In a similar mind set, retailers don’t necessarily care whose product it is as long as customers buy something from their store.

Of course, it would be nice if customers bought those items with high margins but the key is for customers to leave the store with a shopping basket full of stuff, lighter wallets, smiles on their faces and a good feeling about the store because…the store is the brand.

Co-op’s can save retailers money, extend the scope of their advertising and can create an effective and professional image for the business. The manufacturers can increase their brand awareness and increase their local market share.

6 APRIL 2014

Co-op advertising is estimated to be a $50 billion dollar pot of which almost 25 percent falls off the table and is never used or claimed by retailers.

Manufacturers build the co-op allowances into the price of their products and every unspent co-op dollar goes right back to their bottom line. If a retailer elects to use allowances, that is great since hopefully it will result in moving merchandise. If they don’t, the company just recaptures their margins.

With everything to gain and nothing to lose, why don’t all dealers jump on the co-op bandwagon? The main reason is that they feel it is too complicated and time consuming considering the amount of money that they receive back. That is a bunch of hogwash.

Sure it does take some time to familiarize yourself with the manufacturer’s programs but if someone is going to match your advertising, dollar for dollar or even 50 cents on the dollar; that is pretty significant. If you are spending $10,000 on advertising for co-op covered products and you can get that $10,000 completely paid for or just even half of it paid for (that’s $5,000)…what is there to think about?

I spoke to one retailer who told me that co-op was a pain and not worth fooling around with. The irony is he said that to me while he was in the process of shutting down the store.

Don’t confuse co-op advertising programs with Territory Development Funds. Co-op has to, by law, be offered to every retailer who is part of the program.

Territory Development Funds are granted based, in part, on the dealer volume and weight in the market and is discretionary, depending on what you are trying to accomplish and the proposal you submit.

Enough of history and concept; let’s get down to starting and executing a co-op advertising program.

In order to take advantage of co-op advertising retailers need to know it works.

Here are the steps. »»

A retailer buys product, either from a wholesaler, distributor or directly from a manufacturer.

»» »»

»» »»

»»

The net purchased products accrue co-op dollars.

Once sufficient co-op dollars accrue (or based on projected purchases) a retailer places approved advertising locally.

Increased store traffic results in additional sales.

The retailer pays the advertising invoice and submits a co-op claim and documentation to the manufacturer for its share of the cost.

The manufacturer sends a retailer a check for their portion of the cost or issues a credit. Some programs allow retailers to take their co-op money in promotional items; i.e., hats, shirts, mugs, signage, etc.

The more products you sell, the more you accrue co-op funds. The more funds you have the more you can advertise. The more you advertise the more you sell. It’s a big circle.

Co-op programs are all the same only different. Each has its own nuances. Still, there are some terms and components that are common to all programs.

Accrual - The percentage of net sales that the manufacturer will pay is the Accrual. Programs differ. For example, in the firearms industry, Browning, Ruger & Remington offer participating dealers a 2 percent of net purchases accrual.

ATK has a Premium and a Gold dealer level. The Premium level has a $100,000 qualifier and accrual rates of 3 percent on ammunition and 5 percent on accessories.

The Gold Level has a $50,000 qualifier and a 2 percent accrual rate on all ATK products.

Not to continuously plow the same field, it is important to remember that to be legal, co-op programs have to be offered to all participating dealers on an equal and proportionate basis, but the terms can differ based on the level of a dealer. A million dollar dealer is eligible for the same co-op program as another million-dollar dealer.

The same hold true for a five million dollar range but the deal may be different than what is offered to the million-dollar facility.

Accrual Period - Most co-op programs run on a calendar year basis but there are

exceptions. Some manufacturers have an accrual period that runs from November 1 through October 31. Some set up their programs to run into the first quarter.

Reimbursement - This is how much of any advertisement a manufacturer will pay and can be dependent on products and/or media. Once again, in the firearm industry, Winchester pays 100 percent of the cost of an ad featuring their rifles or shotguns.

Browning will pay between 50 percent and 100 percent of the advertisement cost depending on the media that you advertise in. Remington pays 50 percent of ads featuring firearms and 100 percent to support ammunition and accessories. ATK pays at the 100 percent level and Ruger picks up 50 percent of the cost.

Eligible Media - If you want to get paid you need to run your advertising in approved media. They include radio, television, cable, newspapers, billboards, freestanding inserts and, in some programs, internet. With the rapidly changing media landscape more options are being considered and approved.

Special Requirements - Some manufacturers mandate that there be no competing brands in the advertising. Most will require that their name or the name of the product be mentioned a certain number of times in a radio or television commercial. Many manufacturers will have radio scripts/spots, television commercials and print ads for you to use.

Backend - In order to get paid, dealers need to fill out the appropriate forms and send them, along with paid invoices, copies of ads (or affidavits if they are broadcast commercials) and other required documentation into the manufacturer or their co-op servicing vendor by a certain date. All the details are outlined in the individual co-op programs.

Getting Started 1.

2.

3.

4.

Identify your top selling 10 to 20 brands and find out which ones offer a co-op program. Get their rules and guidelines and go over them with your representative.

Get with the companies that monitor co-op direct to find out how much you have accrued (and what you did last year for planning purposes). For those companies that don’t keep track, get with your distributors and vendors for copies of invoices by manufacturer and products.

Determine how you want to spend the co-op (supplementing your exiting advertising, extending reach, increase frequency, targeting new markets, etc.) and develop creative that complies with the program rules. Make sure you have adequate inventory on hand.

Set up a record keeping procedure (and designated person) to keep track of what was advertised, where, when it ran, and when you paid the bill. Stay current and within deadlines for filing claims.

Co-op Tip - Media reps are tremendous resources to utilize to help you develop yourr co-op program. It is in their best interest to help you promote your store more. Many of them subscribe to co-op services, such as AdMall and the Multi-Ad Recas program.

These are companies that specialize in providing data about manufacturer’s co-op advertising programs.

Don’t hesitate to ask your media rep for help…and stop throwing money away. ■

SPORTSONESOURCE.COM

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SGB OUTDOOR

THE WATCHES OF SUMMER From longer battery life and thinner profiles to ghost runners and race predictors, the season’s crop of GPS sport watches gives specialty running retailers a lot to talk about.

By Charlie Lunan

8 APRIL 2014

L

ike all good sporting goods innovations, this summer’s newest sports watches are lighter, faster and less expensive. They are also smarter, sleeker and run longer between charges. They can work with a growing number of apps that advise athletes when they are off pace, ready to resume training and are expected to finish a race. Adidas has turned heads by equipping its first-ever GPS watch with potentially disruptive heart rate sensing technology.

Garmin and Suunto have broken the $299 price point with new running specific watches and Polar has launched the first two models of its “V” line, which is designed to satisfy the most data-driven, hardcore athletes.

The latest participation survey from the Sports and Fitness Industry Association shows the fastest growing group of runners in America from 2010 through 2012 was “core runners,” or those who run 50 or more times per year.

That group, which grew by 2.9 million to 29.5 million people in 2012 alone, is eager to take their performance to the next level and there are millions of more casual runners coming up behind them looking for a way to train for their first marathon, triathlon, adventure race, color run or mud run.

The newest models certainly give runners, swimmers, cyclists and even outdoor adventurers plenty of reasons to shop, whether they are newbies training for their first 5K color run, grizzled triathletes in search of the most accurate GPS, spandex-clad road bikers looking for quicker sync times or ultra-runners demanding data portability and less intrusive sensors.

Garmin’s New Forerunners Garmin has given runners plenty of reasons to upgrade this spring, said Dan Schade, an assistant store manager with the independently owned and operated Fleet Feet store in San Francisco.

Schade sees Garmin’s newest sports watches, the Forerunner 220, price at $250, and the Forerunner 620, for $400 selling well with runners, who until now have had to pay for a host of multi-sport features they rarely used such as bike speed/cadence sensors – in the comparably priced Forerunner 310 XT, priced at $250 and Forerunner 610, at $400. They also are rated for up to six weeks of battery life, or 50 percent to 50 times more than the Forerunner 310XT and Forerunner 610. Perhaps most importantly, they are among the thinnest Forerunners, which make them practical for every-day use.

For the additional $50, the Forerunner 620 can be used with the Garmin HRM-Run, $50 bundled/$100 a la carte, to display a V02 max indicator, recovery time advisories, race predictors, a virtual training partner, time distance alerts and aerobic fitness summaries.

Schade thinks Garmin’s reputation for GPS accuracy will give the newest Forerunners an edge with competitive runners. “That is really important for an athlete,” he said. “Either you trust what you see or you don’t trust what you see.”

Suunto’s Most Affordable Ambit2 Suunto has done much the same by stripping multi-sport features from the Ambit2 S, $350, to hit the $249 price point with its Ambit2 R for runners. An Ambit2 R with HRM, $299, does everything a runner could want and more, according to Jody Hale, a former collegiate track coach who now reps for Suunto from his home in Jacksonville, FL. “That's where we see sweet spot for usability,” said Hale. “Suunto did some focus groups and what we found out about runners is that most runners are not triathletes, don't swim and don't go on backpacking and mountaineering trips and race mountain bikes.”

Polar V800 Photo courtesy Polar

Garmin Forerunner 220

Garmin Forerunner 310 XT

Suunto Ambit2 R HRM

Garmin Forerunner 620

Garmin Forerunner 610

Polar V800

Adidas miCoach Smart Run Photo courtesy Adidas

SPORTSONESOURCE.COM

9

Among other things, the Suunto Ambit2 R provides responsive and reliable speed, distance and cadence readings using GPS and accelerometer data from the wrist, downloads complete training programs from Suunto’s movescount.com website and provides pacing and intensity guidance while you run. It also comes in all white, which appeals to many women.

Many of the outdoor specialty shops are reportedly stocking the watches alongside Suunto’s core watches, $299 to $500, for customers who don’t want to pay a $50 premium for the outdoor watch’s weather sensors, compass and other features.

Adidas Goes Strapless Adidas is raising eyebrows with miCoach Smart Run, $399 with HRM, which features potentially disruptive continuous heart rate technology developed and

patented by Mio, a company Adidas invested in through its corporate venture fund Hydra Ventures. Mio’s technology uses LEDs and an electro-optical sensor to detect the pulsing of blood flow at the wrist, eliminating the need for chest monitors.

"The continuous heart rate technology found in the miCoach Smart Run watch is compelling to the performance athletes who want to lose the chest strap without sacrificing accuracy, even in high-performance workouts performed by many of those in our miCoach program," said Simon Drabble, director of the miCoach business unit at Adidas AG. Reviews of Smart Run prototypes were mixed. Athletes praised its color touch screen for its readability and laud Adidas for trying to obsolete the pesky chest strap, but they have also lambasted the Smart Run’s three-hour battery life, spotty GPS

tracking and proprietary data formats. Adidas has responded with impressive alacrity. In January, it updated miCoach so users can export their Smart Run workout data to other apps and in late March it released new firmware that allows Smart Run users to manually download individual workout files for export to other apps. The upgrade also speeds up the time it takes for the watch to syncs with GPS satellites.

Adidas plans to release a fully open API for miCoach later this year that will enable full-blown portability, including automatic synchronization of data between miCoach.com and other training platforms.

All these improvements will be rolled into a second Smart Run model the company plans to launch later this year.

Polar Adds The V Series Polar expects to ship its most advanced sports watch for triathletes to stores by May. The Polar V800, $450, is so loaded that Polar assigned it its own letter to set it apart from the rest of its models, which are dubbed FT for Fitness and Cross Training, R for Running and Multisport and CS for Cycling. The V800 targets elite, data-driven athletes. It can be configured to work with Polar’s Bluetooth Smart running and cycling sensors to set goals and monitor performance for each stage of training or competition: run, bike and swim. Rated by Polar as waterproof up to 100 feet, the Polar V800 includes an HRM that works in the water. The watch can suggest pacing and recovery times and Polar plans to offer compatibility with Keo Power pedals later this spring or summer.

The V800 is just the first in a new series of V models dedicated to competitive athletes. The company expects to introduce the Polar V650 cycling computer, $270, which will be released in Europe in May, in North America later this year. The device works with Polar’s Bluetooth Smart heart rate and cycling sensors, Keo Power Pedals and boasts a 2.8-inch color touch screen that should appeal to older cyclists.

The Rise Of Bluetooth Smart These new products clearly demonstrate another trend, said Rusty Squire, president of online retailer the Heart Rate Watch Company of Bozeman, MT. The Polar V800, Garmin Fenix 2 and Polar Loop activity tracker (see sidebar page 11) all use Bluetooth Smart technology to connect with sensors and smartphones and via smartphones, the Internet.

“Bluetooth Smart's longer battery life and ability to communicate with Smartphones has driven that adoption," said Squire. "Notably absent from Bluetooth Smart adoption so far is Suunto, but we would expect them to roll over this year."

Squire said the industry’s next big challenge is extending the life of the rechargeable lithium ion batteries that fuel the power hungry GPS watches. "Getting a power source that will top 24 hours at one second recording intervals is the next challenge for the entire industry," said Squire.

For those, however, you may have to wait until at least next summer. ■

Suunto Ambit2 S Photo courtesy Suunto

10 APRIL 2014

Photo courtesy Nike

SPECIALTY RETAILERS DIVIDED ON FITNESS TRACKERS

By Charlie Lunan

O

ne of the must-have products for this spring and summer will clearly be fitness bands that help people set goals and track their steps, sleep and sync wirelessly to heart rate monitors (HRMs), smartphones and other devices. What remains to be seen is whether independent specialty run, bike and outdoor shops will embrace the category. Despite the success of Nike’s Fuelband, which was introduced in 2012, and a raft of new products from Polar, Garmin and other specialty brands, some retailers remain skeptical that the sub-$150 products will help improve their financial performance.

Wide distribution, relatively low margins and rapid innovation, they argue, make consumer electronics inherently risky.

At Fleet Feet Sports in San Francisco, Assistant Store Manager Dan Schade acknowledges big demand for fitness bands. But he noted the store is located across the street from an Apple store which carries such upstart brands as Jawbone and the Misfit Shine, ($99 not including wristband), a quarter-sized, waterproof

metallic disc people can wear as a pendant, a watch or clip to their shorts to measure activities.

“We get five or six people walking in looking for fitness bands every week,” said Schade, “but we are across the street from an Apple store, so we are a little leery about carrying them.

Schade added that the bands don’t generally provide the specific data or sensors sought by the serious runners Fleet Feet caters to."

There is also the matter of quality control problems. A month after launching the Jawbone Up Wristband and App, $129, in November 2011, Jawbone was apologizing to customers

for battery and syncing glitches. Nevertheless, the Up remains the top-selling pedometer and second best selling HRM on Amazon. com. In March of this year, Fitbit recalled its Fitbit Force, $130, after the Consumer Product Safety Commission received nearly 10,000 complaints about it causing skin irritation and even blistering. The Fitbit Force had been sold by AT&T, Apple Stores, Best Buy, Radio Shack, and Target, in addition to Dick’s Sporting Goods, REI, and The Sports Authority.

“If right out of the box, you are having to compete with big box stores not adhering to MAP policy and having to deal with margins that are so low and with electronic’s prices constantly going down, I’m not sure it’s the best business for specialty retailers,” said Jody Hale, a former high school running coach and Suunto rep out of Jacksonville, FL. Suunto, which is based in Finland, does not yet offer an activity tracker.

Hale said none of his specialty run, cycle and outdoor accounts are clamoring for Suunto to make a fitness band. Nor does he see such products in any of the shops he visits.

Other retailers, however, say fitness bands released by Nike, Polar and Garmin in recent months have boosted their business.

“Why would you not want to sell that customer a $129 product,” asked Jon Jeunette, vice president of strategic planning for the Running Specialty Group (RSG), which owns more than 50 stores nationwide. “You’ve got to look at it as an add-on sale. You also get a different customer in your store. If they are coming in just for activity bands, they probably were not a specialty run customer and now they are and it's an add on sale.”

RSG stores, including run.com, sold hundreds of Nike Fuelband SE, $149 to $169, introduced last fall during the holidays, said Jeunette.

Sales of the Polar Loop, $100, took off as soon as they hit shelves at RSG’s more than 50 stores beginning in October and RSG is now working with Polar to set up a special display at Boulder Running Co.’s new 17,000-square-foot flagship store in Denver, CO. Sales of Garmin’s Vivofi, $129 and $170 with HRM bundle, which launched at the Consumer Electronics Show in January, have taken off nearly as fast as sales of the Polar Loop, Jeunette said.

“I think that it is going to be huge,” Jeunette said of the Vivofit. “We definitely went big on that. We have it in five colors.” ■

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13

SUNGLASSES THAT DO IT ALL

By Thomas J. Ryan

Photo courtesy Smith Optics

R

emember when the purpose of sunglasses was to help you stop squinting in the sun and look cool at the beach?

Those days are long over with most now offer UVA/UVB protection and many consumers are just learning about the benefits of polarized and photochromic lenses. Scratch-resistant, impact resistant, anti-fog are among other performance features consumers are looking for – all in a lightweight package.

A big trend continues toward interchangeable lenses with many athletes are looking for one frame to tackle multiple activities. Alas, sunglasses still have to help you look cool with colors and retro styles in fashion. Consumers are also increasingly looking for performance and style to come in just one frame.

At Smith Optics, Eric Carlson, VP product and design, said today’s sunglass customers are gravitating to some very specific directions: true performance interchangeable eyewear that offers multiple condition-specific lens tints, or a strong direction toward vintage and ‘archive’ designs, or a frame that can “do it all” from casual sports to all day cruising.

“With performance eyewear, customers are looking for, and should be able to find, great fit and comfort for their sport, amazing lens options based on conditions and personal preference, and great value,” said Carlson.

For performance, the Approach Max, $159, includes not only three sets of lenses for a variety of light conditions but Smith Optic’s latest two-position adjustable nose pad system. Placed at the nose and at the temple, the hydrophilic Megol nose and temple pads gently grip the skin to keep the frame in position. The power of the grip increases when the glasses come in contact with moisture.

14 APRIL 2014

Other key technologies include Carbonic TLT lenses, engineered to be the most impact resistant material available on the market while also optically corrected to maximize visual clarity and object definition. Smith features styles with 6, 7, 8, and 9-base lens curvature. Over 75 percent of all Smith's frames and 100 percent of its injection-molded frames feature its Evolve frame material that is over 53 percent bio-based for an eco-friendly option.

For outdoor adventures, the ChromaPop, $179 to $239, represents Smith’s new proprietary color optimizing lens technology that increases visual clarity. When light passes through a traditional lens, there are two points where light waves intersect and the brain has to work to decipher whether its seeing red, green or blue.

With ChromaPop, the color intersections are blocked so the brain immediately recognizes true vibrant color, as it should be seen with increased depth and detail of objects, while it reduces eye fatigue.

Carlson also said vintage or “archive” frames continue to drive mass market trends for casual wear and this is affecting the customer’s expectations of ‘do it all’ sunglasses. Smith Optics is reinterpreting many of its classics with updated performance features. An example is the Marvine, $80 (non-polar); $119 (polarized), that harkens back to the introduction of Dr. Bob Smith’s first line of sunglasses in 1979.

“The combination of these design directions creates one frame that allows a customer to enjoy a lunch-time run or Saturday on the water,” added Carlson “Features like rubber nose pads, ergonomic frames, and lightweight high impact frames allows for any activity.”

Richard Walker, Maui Jim’s director of product development, sees fashionable protection as a strong trend in sunglasses.

Many of Maui Jim’s styles in its new Vintage Collection feature MauiPure lenses that offer superb clarity for a non-glass lense and are also scratch- and impact-resistant. They are wrapped with Maui Jim’s PolarizedPlus2 lens technology that has up to nine layers of protection against 100 percent of UVA and UVB rays and 99.9 percent of glare on both sides of each lens. Examples include the Kawika, $289, and the Holoholo, $279.

“This technology also brings out the colors in the world around you, like you’ve never seen,” noted Walker. “The protection is so good that The Skin Cancer Foundation just gave us a Seal of Recommendation – we are one of only three sunglass companies to receive the seal worldwide.”

The trend in lightweight footwear and gear is also working in the sunglass category. Maui Jim addresses that trend with its PureAir series that combines MauiPure lens technology with an ultra-light frame that makes the sunglasses feel like “pure air.” The Bamboo Forest, $219, will be the first style with a frame incorporating Grilamid TR90LX, a thermo-plastic known for its durability and ability to retain its shape, even when the material is thin or flexed. Added Walker, “This material also has the ability to be clear and transparent and to be colored in transparent or opaque applications, allowing for a wide range of creativity in eyewear design.”

Maui Jim is also finding success with retro styling with the return of its classic aviators, oversized round or square shapes, and ‘70s motorcycle-inspired looks with a tech-update.

For example, its MauiFlex collection has eight styles of aviators such as the Maliko Gulch (Style #324) and Kahului Harbor (Style #325) made from a flexible metal that bends and twists, then bounces back into shape.

SMITH OPTICS

Approach Max

ChromaPop

Marvine

MAUI JIM

Kawika

Holoholo

Bamboo Forest

COSTA

Hamlin

Blenny

Goby

At Costa Sunglasses, the big focus is on lens technologies. Said Terri Ossi Hannah, senior marketing manager, “We have field-tested the sunglasses in the harshest salt water environments and are proud that our sunglasses will withstand all other outdoor elements.”

Costa offers two lens technologies: Costa 400 and Costa 580, with 580 being its premium, patented, color enhancing lens. Added Ossi Hannah, “In addition to blocking yellow light at 580nm, which enhances red/green/blue primary colors, Costa 580 reduces high-energy blue light which cuts haze.

The result is greater visual clarity and sharpness than other sunglass lenses.”

Costa sunglasses are 100 percent polarized and offer 100 percent UV protection.

For spring 2014, Costa introduces the Hamlin, $169, named for Captain Ron Hamlin, the legendary angler who’s released more than 27,000 billfish throughout his career and has helped to revolutionize sport fishing through his early adoption of circle hooks. Along with its 580 lens technology, the Hamlin features co-injected nylon molded frames, sturdy integral hinges and no-slip Hydrolite nose pads and temple tips. The extra-large fit features a wrap shape to protect against incoming glare.

For women, the Blenny, $169, takes its cue from the colorful fish that live in the crevices of the ocean’s coral reefs. Featuring a large fit, flexible spring hinges and a bold, round eye, Blenny’s frame color options include tortoise, shiny black and coral, pomegranate fade and white and topaz.

A stainless steel decorative Costa logo plaque adds a jewelry element. Goby, $149, also named after a colorful reef fish, brings a medium fit to a rounded eye frame.

Nick Yardley, CEO of Julbo USA, said with people more active at a pretty high level in multiple sports, they see their eyewear as an essential piece of "equipment" with some customers looking for eyewear that can be used across multiple sports.

“Folks are really catching on to the idea that interchangeable lenses are not the answer to dealing with changing light conditions in an activity,” said Yardley. “We are seeing an increased understanding and interest in the power of quality photochromic lenses that really do adjust quickly and efficiently to a wide range of light conditions, our Zebra and Zebra Light lenses are getting most attention here.”

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Photo courtesy Julbo

For Spring 2014, Julbo is introducing two women’s-specific performance models for the active female. The Groovy and Stony are designed specifically for smaller faces and offer style as well as excellent hold and comfort. They feature Julbo’s Julbo USA Groovy new Universal Clip Nose, an interchangeable system enabling the user to switch from a standard nose shape to a thinner one by a single, simple click.

Distinguished by a slightly different design and style, the Groovy has a wide field of view with a Julbo USA Stony semi-rimless frame and larger lens. It will be available with either Julbo’s Spectron 3 lens, $100, or the photochromic Zebra lens, $170.

The Stony has a versatile wrap-around design and rectangular-shaped frame and is available with Julbo’s Zebra lens or Spectron 3.

Yardley commented that Julbo is finding success with brightly colored frames with contrasting lenses, showing that whether off the trails or slopes, “more and more folks seem to want to stand and show they are not afraid to be different and show their own personal style.”

An example is the Stunt with the Zebra Light lens, $170, a lightweight, multisport sunglass with a GripNose and slim GripTech temples that can be worn under a helmet for super stability in all situations.

Julbo USA Stunt with The Zebra Light lens darkens extremely the Zebra Light lens quickly to protect the eyes when they are exposed to full light levels.

Zeal Optics is also finding that many people are looking for high quality sunglasses that can be used for a wide variety of activities. “Basically, a sunglass that looks good while not compromising on quality or style,” said Jamie Normandin, Zeal’s marketing and event coordinator. “At Zeal, we have both. Our lenses and frames are very high quality, and

16 APRIL 2014

our sunglasses are designed to be used in almost any condition.”

For performance, the Rival, $169, features a lightweight Z-Resin frame for all-day comfort Zeal Optics Rival Team Edition with a straight-line lens.

Finished with adjustable temples and nose pads, the frame is made to custom fit all faces. It also features hydrophobic and oleophobic coatings added to its e-llume lens for clarity in all conditions. The cycling inspired frame, Rival Team Edition, $169, features hand sculpting in the mold for venting and airflow to support the TE as a true performance frame.

The Range, $139, offers handcrafted sculpting, accelerated venting on the temples, and an 8-Base to handle outdoor adventures.

On more of the lifestyle Zeal Optics Range side, Zeal’s Crafted Collection is made from 100 percent biodegradable materials but the feel and the look are with flashy colors, unique frames and some retro takes. The oversized frame with fun Zeal Optics Dakota colors on the Dakota, $169, is built for a little attention but teardrop lenses allow for maximum coverage in all conditions. The sculpting of the frame reduces the weight to ensure that the oversized lens doesn’t mean a heavy frame.

Declan Lonergan, Oakley Eyewear’s brand manager, sees less of a focus on frame design, materials or look, and an overall stronger focus on lens technology, which is being played up with imagery and catchy marketing phrases.

In design, after many years of a trend for large men’s sunglass frames, Lonergan has noticed a swing to smaller or mediumsize frames across youth lifestyle and fashion brands. High-wrap products, of which Oakley has a strong assortment, are also making a comeback.

“I think we are seeing a slow swing away from the six- and fourbase fashion look and back to a product that delivers more protection to the customer against sun, wind and dirt,” said Lonergan. “Fourand six-base do not offer the same side protection and backlight concerns that are the norm in that base. People are looking for more protection with wrap glasses.”

For spring 2014, a highlight from Oakley is the Crankshaft, $120 to $180, featuring lightweight O Matter frame material with Oakley Eyewear Crankshaft lenses of Plutonite that filter out

ultraviolet light. Thanks to Polaric Ellipsoid geometry, all angles of vision are razor sharp, and Oakley’s three-point fit holds

Oakley Eyewear Tinfoil

the lenses in alignment while eliminating uneven pressure points.

Oakley Eyewear's Tinfoil, $190 to $240, reinvents the idea of wireless frames with a semi-rimless design matched with ultra-low weight, sure-grip Unobtainium earsocks, and snag-free nosepads. XYZ Optics offers clarity across the entire lens, not just the area directly in front of the eye.

Tifosi has built a commanding position as the number one selling brand in independent bike and running shops in just eleven years. The brand continues to benefit by offering a value option in the marketplace between cheap sunglasses with limited features and those with fully-loaded features and technology at a high price tag.

“Many people these days want affordable options,” said Erin Dahlquist, Tifosi’s director of marketing.

For spring 2014, Tifosi will introduce the Clarion reflective lens eyewear collection, featuring consistent color to eliminate lens distortion. The glasses are also hydrophobic so water and sweat roll off, and filter a high level of blue light, sharpening contrast. The reflective properties cut glare and the lenses shield the eyes with 100 percent protection from UVA/UVB rays. All have hydrophilic rubber pads on adjustable nose and ear pieces for a custom, non-slip fit.

The Lore Crystal Clear, $70, an interchangeable lens style, includes Clarion blue, AC red, and clear, vented lenses to

Tifosi Lore Crystal Clear

Photo courtesy Zeal Optics

prevent fogging. Hydrophobic Clarion lenses bead water and sweat. Tifosi is also offering a frameless option with the Podium XC, $70, an oversized Tifosi Podium XC lens style with the Rumor, $70, and aggressive styling in the Tyrant 2.0 at $80.

Beyond cycling and run, Tifosi also makes sportTifosi Rumor specific eyewear for golf and outdoor, and is adding tactical and shooting sports eyewear in 2014. It also Photo courtesy Zeal Optics recently introduced “readers” Tifosi Tyrant 2.0 sunglasses with built in bifocals for reading the cyclometer or GPS, and overall has greatly expanded its Rx options to those looking to play in prescription eyewear.

Native Eyewear is offering more color than ever before with blues, pink tones and greens all included in the 2014 collection.

The brand also sees a shift to include more lifestyle frames, with consumers asking for a pair of shades that does it all - performance, style and protection.

“This year we took a long, hard look to identify holes in the eyewear industry and recognized the need for better color and style along with protection,” said Al Perkinson, VP of marketing. “After all, we are consumers, too. It doesn’t take much time on the trail before you start developing a wish list of features that would make life better.”

The 2014 models are led by the Roan, available in six frame colors (including Glacier Frost and Midnight) and four lens colors, and the Linville, available in six frame colors (including Metallic Fern, Snow, and Metallic Rose) and five interchangeable lens options.

The primary selling point for Native Eyewear is its N3 lens technology, which blocks four times more infrared rays than

Native Eyewear Roan and Linville

most polarized lenses. Additional benefits include state-of-the-art blue-light filtering and ultraviolet protection to ensure that eyes are completely protected from damaging rays.

“Native Eyewear’s N3 lenses are to eyes what sunblock is to skin,” said Perkinson.

“Yet, unlike skin that gets hot when exposed to infrared rays and ultraviolet light, eyes do not have an immediate reaction. Instead, it’s after exposure, when eyes are dry and burning, that damage is recognized. Long-term exposure to the sun’s detrimental rays may lead to irreversible harm to the eyes, including premature cataracts, deadening of the eyelid skin, and corneal ulcers.”

The Anti-Ocular Intrusion System prevents lenses from dangerously shooting toward the eye on impact, while eliminating glare. Other performance highlights across Native’s 2014 lineup include a venting system that eliminates fog and condensation, Mastoid Temple Grip for a secure and comfortable fit, Rhyno-Tuff Air Frames that are

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durable enough to withstand collisions and extreme temperatures, yet light-weight, and Co-Injected Cushionol Nose Pads and Temple boots to keep glasses in place during even the most adventurous activity. Suggested retail prices range from $89 to $179.

Building on the introduction of its original Mela-Lens over four years ago, Sundog Eyewear is bringing out TrueBlue, which incorporates Ocular Lens Pigment, another natural sunscreen, to enhance vision protection and performance. While also providing UVA/UVB protection, TrueBlue reduces “veiled glare” caused by high energy light or blue light, which relieves eye fatigue in the short term and protects against vision damage and physiological damage long term. Because blue light is filtered and not blocked, colors are seen in true balance.

"Sundog’s Mela-Lens, melanin lens technology has been extremely popular with runners, golfers, and outdoor enthusiasts because of its ability to filter blue light and provide extreme viewing comfort with minimal eye fatigue," said Gary Makar, Sundog's marketing manager. "TrueBlue represents the next evolution of our melanin lens technology and is exclusive to Sundog Eyewear in plano sunglasses."

Sundog also sees strong appeal for its ContourFLex Megol co-injected inner temples and tips for non-slip performance and comfort that mold the temple tips to custom fit face shapes for improved comfort. The frames are all made from MaxFlex RILSAN with metal-core adjustable Megol nose pads.

The TrueBlue collection Sundog Eyewear Pace includes the Pace, a onepiece lens providing the classic sport wrap look-andfeel with open side vents Sundog Eyewear Prime that help aid in fog and moisture reduction. Other options include the Prime, a classic sport frame profile with top and side lens vents designed to fit smaller to meSundog Eyewear Bolt dium face shapes, and the ultra-lightweight Bolt that fits small to large faces. All frames retail for $70.

Optic Nerve's new Interchangeable Lens Technology, SideSwipe Sunglasses directly address consumers looking for an easier way to change their lenses on performance eyewear. It features a small switch-like gadget so that wearers can quickly change lenses with minimal handling.

“The SideSwipe function was designed with the everyday consumer in mind,” said Optic Nerve co-founder and VP of research and development Tom Fox. “At events and races I talk with consumers, and over and over again I hear about struggles and apprehensions when it comes to swapping lenses

18 APRIL 2014

Photo courtesy Sundog Eyewear

on their interchangeable sunglasses. We wanted to give these people something that is functional and simple to use.”

SideSwipe arrives with two different styles: Amino and Sequence. Both styles come with four lens options - polarized smoke, copper, Optic Nerve Amino orange and clear. All the lenses will have Optic Nerve’s hydrophobic coating that wicks away water, oil and dust. Both will retail at $109.

Relatedly, the other trend Optic Nerve sees is that consumers are getting more educated on the eyewear category.

Photo courtesy Croakies

"They are learning that a $100 difference in price does not mean a $100 difference in quality," said Fox. "At Optic Nerve, we don’t spend much money on endorsements or advertising. It allows us to pass our savings onto our consumers.”

For accessories, Croakies has seen a need for eyewear retention to accommodate different frame sizes, said John Scott, EVP. That's why Croakies is offering the Plug n' Play Re-Attachable End Technology for the ARC System, $15, and the Terra System, $8. For Croakies, and the Suitersour woven retainer, the company has introduced XL sizing to accommodate larger temples on frames. ■

Croakies ARC System (left), Terra System (right)

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BLAME TOM CRUISE IN RISKY BUSINESS

By Thomas J. Ryan

Photo courtesy Tifosi

W

hile the category has a host of trends working in its favor, sunglasses can be challenging to sell at retail since many buyers place too high a priority on how the sunglasses look on them. But even for the devoted athlete, store associates often have to plod through the technology benefits to offset the sticker shock on many frames.

Nick Yardley, CEO of Julbo USA, said that basically, there are two types of sunglass customers who walk into a store.

“The first are those who just pick up a pair and put it on their face and take it because the look works for them,” said Yardley.

20 APRIL 2014

“The second is the serious customer who is looking for a pair of glasses that certainly looks good - but that meets a specific need. This is the customer who needs to be catered to.”

For the athlete, the associate should learn what they want to use the sunglasses for, which should quickly narrow down the choices on the rack.

“For example, if the customer is looking for a sunglass for fishing, a polarized lens

is key,” said Yardley. “If it's a trail runner, avoid the polarized models.”

But the sales person then has to know what each lens offers and their performance benefits. With many shades looking all the same on a sunglass rack, the pointof-purchase display, (POP), can tell each lens' story with bulleted selling points that can be especially beneficial when trying to explain the differences and the benefits.

“The more the sunglass company can tell its story in-store, the more effective the sell through will be,” said Yardley. “Photochromic lenses are a classic hard sell - if you look at them, they look no different than any other lens, but the price is higher. How do you get the customer excited? A simple UV box or hand-held light allows you to show the transformation of the lens right in the store, and this is always an impressive demonstration for a skeptic.”

Consumers often have to be convinced of the importance of technologies such as polarization and infrared protection.

“Many consumers know about polarization but they don't understand why it is vital to eye health,” observed Al Perkinson, VP of marketing, Native Eyewear. “Instead, consumers seem to think that it's more a premium option - a "nice to have," not a "have to have" when the opposite is true.”

Maui Jim is launching a major international advertising campaign that directly aims at the problem of people testing the ‘look’ of the sunglasses rather than what they can see through them.

“The new campaign flips this notion and focuses squarely on the enhanced color, clarity, and detail that can be seen through Maui Jim lenses, rather than on how people see you,” said Richard Walker, Maui Jim’s director of product development. “We help retailers demonstrate this notion by being the world’s only company to provide retailers with a Polage, a handmade piece of art that demonstrates the effects of PolarizedPlus2 technology to reveal what you can see when you remove glare and other damaging rays.“ At the store level, Eric Carlson, Smith Optic’s VP product and design, said customers are bombarded with information and messages and all too often stores are trying to say too many things to too many people. With all the tech and usage messages around sunglasses, he believes, that it’s more important than ever to dedicate space for easy viewing.

“Simple things like putting similar colors or similar frame shapes together greatly helps the customer’s decision process,”

said Carlson. “Most customers know the brands, but most cannot easily tell one frame design apart from three-to-four others. This is great in many ways because it gives them options, but the merchandising needs to help guide them to an area of frame design that they are comfortable with. From there it is up to the sales person to help find the frame that provides ‘just the right fit and look’.”

Smith also creates in-store merchandising, like shelf liners, that ‘speak’ the messaging to set the technology or collection story apart from its competitors.

Costa Sunglasses provides 24/7 web-based training and also printed counter cards to visually show the difference between wearing Costa 580 lenses and standard sunglass lenses. In addition, Costa offers another in-store counter card which shows the seven different lens colors to assist the sales associate in determining the appropriate lens for his customers based on their outdoor activities. Costa, like several other brands, also comes with a lifetime warranty.

“The best suggestion that we can give the sales associate is to let their customers go outside and demonstrate a pair of Costas in a natural environment,” added Terri Ossi Hannah, Costa’s senior marketing manager. “The sunglasses speak for themselves.”

Gary Makar, Sundog Eyewear’s marketing manager, said Sundog likewise provides laminated PK sheets for its retailers which include points on its product line-up and technology but also basic fitting tips. These include not only making sure the frame fits the user’s facial profile (small, medium, large), but also making sure to check for fit, (snug to top-of-face), and not too much light is being let in near eyebrows and several fit details.

Jamie Normandin, marketing and event coordinator, Zeal Optics, said that beyond eye protection and the benefits of a polarized lense, another selling point for Zeal Optics is most of its sunglasses are Rx-ready. A brand’s story can also be an essential selling point, noted Normandin. She added, “A big one for us in Boulder is that we are the only sunglass and goggle company with our roots planted in Colorado — a huge industry for both sun and snow.”

Declan Lonergan, Oakley Eyewear’s brand manager, believes that the customer has to feel comfortable with a sales associate first and the only way for that to happen is for the staff to be knowledgeable about the product and the brand. He added, “Confidence and three selling points on any product will put an unsure consumer at ease.”

After assessing what purpose the glasses will be used for, the next step is exploring fit, feel, and “of course the most important factor is if they like the glasses on their face.”

Fit and overall comfort is essential since the customer may have to wear the product for hours a day. Fit issues to look into include where the product touches the face, how the nosepiece feels, and how sensitive the skin is to metals, plastics or rubber-based materials.

Lonergan added, “Lens tint guidance is also critical to help the customer with, polarized or not, base tints – rose, grey and brown are the three main tints across 90 percent of all glasses sold, so some people need to know what they like best to look through.”

For Tifosi, a primary selling point is their affordability, with most of the frames priced between $50 to $80, and also that they include a zippered case and cleaning bag with every pair.

“We can never stress enough the importance of matching up the Tifosi pair with the right box and packaging,” added Erin Dahlquist, Tifosi’s director of marketing. ”Don’t let your customer walk out the door without the correct interchangeable lenses, zippered case, cleaning bag, and lens changing instructions.”

Add-on purchases are always an option, such as Croakies’ eyewear retention gear.

John Scott, EVP, said eyewear retainers not only protect against the loss of expensive glasses but help protect them from getting scratched, sat on, etc.

“It is really a no brainier if you are buying quality glasses and are the least bit active,” said Scott. “This is a perfect ad-on sales opportunity for sales staff, and you almost always get a positive response from the customer.” ■

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Photos courtesy Under Armour

UNDER ARMOUR EYEWEAR PROTECTION, COMFORT, AND FASHION

By Thomas J. Ryan

U

nder Armour Eyewear, a division of Eyeking, LLC, recently introduced its new sunglass collections for men, women and kids that are designed for the consumer who appreciates a technical product with modern styling and design point of view. Stemming from several years of Under Armour Eyewear research and development and hands-on testing from the Under Armour athlete roster, the sunglasses offer protection, comfort and fashion.

Finding more of its sunglasses on the faces of professional athletes, Under Armour Eyewear now looks to the water and is proud to launch UA Storm Lens Technology as part of its first outdoor-focused eyewear collection. The technology was developed in collaboration with optical leader Carl Zeiss. The new lenses are not only impervious to oils, insect repellent, and sunscreen but more importantly repel salt water, which can erode coatings on lenses causing the surface to peel.

Other key features of the UA Storm Lens Technology include: elite performance polarized lenses that provide maximum glare reduction and true color recognition under bright sunlight - ideal for use where heavy glare is a factor

22 APRIL 2014

and that could affect performance; all lenses block 100 percent of UVA, UVB and UVC rays; hydrophobic, antistatic and scratch resistant hard coating that’s easy to clean; and ANSI Z87.1 impact resistant rating.

“Thanks to our collaboration with Carl Zeiss, there isn’t anything in the market that has the same optical quality in a polarized lens that is also hydrophobic and saltwater resistant,” said Jarrett Bockler, director of marketing for Under Armour Eyewear.

The Spring 2014 collection includes new shapes for different face types like UA Keepz Storm and UA Captain Storm. All of the styles feature an ArmourFusion Titanium Grilamid frame and its signature three-point grip for fit and comfort. Lens tints range from gray for true color recognition under bright spotlight, brown for optimal depth perception, amber for low-light fishing such as fly fishing, blue mirror for sunny days and open water fishing, and green mirror for sunny days and on-shore fishing. The collection ranges in price from $145 to $160 and debuted in March at Cabela’s, Bass Pro Shops, Sportsman's Warehouse, and underarmour.com.

UA Captain Storm

UA Freedom Realtree® Ballistic Interchange (on top), UA Captain Realtree® (on bottom) Photo courtesy James Michelfelder

UA Freedom Interchange

UA Captain WWP – Wounded Warrior Project Special Edition

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The new shield silhouette offers a wider field of vision for greater sightlines on the course. Co-molded rubber temples can fit comfortably under a hat for a firm fit.

AirFlow technology prevents lens fogging in hot weather play.

Under Armour Eyewear also offers ANSI and military specification-rated ballistic shields for law enforcement and hunting enthusiasts. Prices range

Under Armour youth eyewear offers youth baseball players a broad selection of impact resistant shields for small faces proven to protect delicate bones and eye sockets during play.

Seeing a demand in the marketplace for innovative eyewear, the designers at Under Armour created additional product ranges that support the brand in the outdoor retail category. Strong trends such as camouflage patterns, previously limited to the hunting world, have become more pervasive not only in sporting goods distribution points but at other mainstream retailers. This gain also comes amid several consumer trends supporting the sunglass category.

The importance of UV protection has become an integral selling point that grows every year. Said Bockler, “Twenty years ago, consumers went to the beach and rarely put on any sunscreen.

Now people cover themselves head-to-toe. The same thing is happening with sunglasses. Wearers know they’ve been outside their entire life and they need to protect their eyes.”

Like sneakers designed for each athletic activity, sunglasses have become equally sport-specific with users owning a wardrobe of styles. With this in mind, Under Armour Eyewear created new styles for the consumer that enjoys multiple outdoor activities, who want a sport-specific silhouette, and demand enhanced lens and impact protection. For example, Under Armour youth eyewear offers youth baseball players a broad selection of impact resistant shields for small faces proven to protect delicate bones and eye sockets during play. Under Armour Eyewear is seeing strong growth in youth frames at Academy, Dick’s Sporting Goods, Hibbett Sports and The Sports Authority after a soft launch in 2013. The youth versions offer the same performance

24 APRIL 2014

Under Armour Keepz Storm and Captain Storm

level of frame and lens design as the adult collection at retail prices ranging from $50 to $70.

Knowing that their female customer was settling for smaller men’s frames, Under Armour Eyewear has also been working with frame designers to develop product specific to a woman’s facial structure. The Marbella, launching this year, is offered in both a rimless and shield style and retails for $90 to $110.

On the field, Under Armour Eyewear was inspired by UA’s Spine footwear technology and for its sophisticated Phenom design. The shield style worn by baseball player Bryce Harper, includes a co-molded temple technique that self-adjusts for an articulated, comfortable fit. The Phenom retails for $149 and $155 for the Bryce Harper signature frame. Features include an anti-bounce cap gripper, AirFlow technology, adjustable nose pad, multiflection lens and a three-point grip.

For the fairways, Under Armour continues to collaborate with PGA golfer Hunter Mahan and presents its newest style Fire.

from $100 to $120. The new Freedom Interchange comes in gray, yellow and clear exchangeable lenses so the shooter can best focus in all light conditions.

Under Armour Eyewear also has new styles that benefit the national Wounded Warrior Project. Through December 2014, Under Armour will make a donation of more than $1 million to the Project to benefit injured service members and their families. Also launching in this collection are youth and adult frames that feature a Realtree Camo print from $60 (child) to $130 (adult).

Under Armour Eyewear has also launched a new selection of updated, classic American silhouettes with a performance twist for men and women. Featuring the same lens and frame technologies developed for their performance styles in a fashionable, modern aesthetic. The new lifestyle silhouettes are available at Dillard’s, Apex By Sunglass Hut, Sanibel Sunglass Company and other specialty chains ranging in price from $80 to $150. ■

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THE SOCK WALL An Integral Part Of The Athletic Footwear Experience

By Scott Boulbol

W

hat not so long ago was no more than an afterthought – which socks to use for the day’s activity – has become a key decision in many athletic pursuits. Increasing numbers of outdoor athletes even office workers have discovered the considerable benefits of performance socks.

With steady growth in recent years, performance socks remain a potential growth item at retail. But convincing dyed-inthe-cotton consumers can be difficult, especially with a typical pair of performance socks running $10 and more at retail, and $50 or more for compression socks – compared to six or seven bucks for a three-pack of low-tech socks dubiously marketed as performance at a big box store.

26 APRIL 2014

But with a few common sense practices, retailers and vendors can still profit from the potential cash cow (sheep?) that is a true performance sock. A few key techniques in packaging, display, and POP promotions, etc., and more labor-intensive and expensive, but highly rewarding, training and employee/consumer fieldtesting programs can both help assure strong sales.

But first, what defines a true performance sock? Most specialty retailers and

vendors agree that cotton is a definite nono. From there, the idea of technical fibers can vary considerably, but all agree they must have a combination of characteristics key to athletic use.

“Performance socks have several common denominators: arch support, seamless toe, selective cushioning, ventilation, and moisture-wicking fibers,” said Jeff Wheeler, VP hosiery sales for Sof Sole. We would add durability and the ability to maintain form and support

Photo courtesy Feetures!

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even when wet. And recently more specialized socks have joined the fray, including toe socks that allow for the toes to splay more naturally, compression for improved circulation, and even wind and waterproofing for use in harsher weather. The common players include polyester (although many would argue this is not truly a performance fiber), nylon, and of course Coolmax and merino wool.

The most effective practice according to vendors and retailers is, not surprisingly, educating the consumer or retail staff. Product demonstrations, field testing, training seminars and product testing are as crucial for sales staff in convincing consumers that this is a necessary accessory.

And those staffers can use some of the same tools on their customers, perhaps on a smaller scale. It’s especially important with something like socks, where customers can be quite skeptical of the need to spend the extra money.

For vendors, that education of course has to start with the sales staff.

The consumer can’t be educated without a highly motivated, knowledgeable clerk, preferably with experience of the product’s benefits in the field. George Schott, VP of sales and marketing for Injinji said he’s seen remarkable results with a simple education campaign. One of the retailers carrying his socks, where there was little effort made to educate the staff, was seeing very poor sales.

“I sat down personal with the staff and discussed in detail the George Schott, VP sales and marketing, Injinji benefits of high-performance socks and what makes ours superior,” he recalled. “The results were amazing. We managed to double our sales at the store in about two weeks.”

Smartwool’s Steve Metcalf, global director of strategic communications added, “We don't just rely on the Sales Reps and Agents to educate our retailers. We have a nationwide team that 'clinics' our accounts seasonally and not only talks about the performance attributes of SmartWool products, but also the performance attributes of SmartWool products married with, for Steve Metcalf, global director of instance, a new pair of running shoes strategic communications, or hiking boots.”

Smartwool And that educated staff passes on the knowledge to the consumer. In her 15 years in various roles with Boulder Running Company, district manager Amanda Charles has tried all sorts of techniques, and said a hands-on, experiential education is by far the most effective. “I engage consumers in the conversation by asking them if they recall what happened the last time they sweated in a cotton tee shirt.

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The shirt absorbs that moisture and becomes a wet towel on the body,” she said. “Explaining the ‘how’ behind that and then the moisture wicking properties of technical fabrics enables the consumer to begin to say ‘aha, I understand!’

With the customer engaged and intrigued, her Amanda Charles, district manager next step is focusing on what Boulder Running Company happens inside a shoe with a cotton sock – its inability to maintain shape inside the shoe as it holds moisture (read: blister potential, hot spots, etc.). To seal the deal she has customers try on a technical sock on one foot versus their cotton sock on the other to feel the difference in fit and slippage, etc.

The more tangible the benefit, the more powerful this hands-on approach can be. For instance, socks with distinctive characteristics, like compression for instance, are perfect candidates for this approach: theHalf consumer is much more likely to accept the techpage flyer.pdf 1 3/19/2014 3:51:37 PM nology as legitimate after trying them on.

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Photo courtesy Boulder Running Company

Seal Skinz, makers of waterproof, breathable socks for various outdoor sports, takes this approach to a successful extreme.

They’ll actually have customers or retailers don their socks and stand in a bucket of water to demonstrate the waterproof qualities.

There’s a caveat here, though – make sure the test is absolutely fail-proof, or it could have the opposite effect.

Of course not every vendor can do this with every retailer, so Schott recommends online training tools like the website

3point5.com which provides a venue for vendors to upload the educational materials, and retailers to get their info from a computer rather than an in-house lecture. The site also provides testing programs for sales staff, where they can read through the vendors’ lessons, and take tests to prove their knowledge.

Schott said these work best when tangible rewards are married to good test results. He’ll offer comp rewards or discounts on products to retailers for their

efforts. And the more lessons/tests taken the greater the rewards. This works on two levels, he said: First, it gives incentive for the staff to get the knowledge, without the time and effort needed for in-store seminars. And it also puts product in their hands to try out for themselves, without the vendor having to simply give it away.

Pairing socks with shoe purchases can also be very effective. It not only adds a sock sale to a shoe purchase, for instance, but it reinforces the idea that socks are an integral part of the athletic footwear experience. A high-tech shoe deserves an equally high-tech sock.

But while more basic price-reductions will definitely increase sales, there’s a concern that these should be chosen carefully, as they can send the wrong message.

Luke Rowe, Fleet Feet’s SVP of “As for promotions, we are not fans of the buy one get one business development free promotions beyond a few targeted opportunities, and definitely not on a day-to-day basis,” admitted Luke Rowe, Fleet Feet’s SVP of business development. “We feel that when you rely on price… you devalue the sock. You are using price instead of the benefit of the product to close the deal.”

For those customers who prefer to choose for themselves, the most important sales tool is proper packaging and display. According to our experts, the rules of thumb here are to: keep it simple and clean; make it pop; provide just enough tech to intrigue but not overwhelm.

“Time is a precious commodity; you need to win people over in bullet points that are concise and justify the product, Charles said. “I understand [vendors] are proud of their

technology, however not a lot of people want to know the ‘how’ of something, they want the ‘what,’” she said.

As for visuals she added, “When Feetures introduced gold on their Elite packaging, I swear they might as well have put [actual] gold on that packaging. It pops off the rack, and screams high value.” She also suggested packaging can easily allow the customer to touch and remove the product, and quickly replace it.

Jim Einhauser, EVP of marketing and sales for the 150 yearold Wigwam agreed “Obviously, in a store environment, packaging is key: simple, concise messaging that allows a consumer to make a choice for their specific need. Sock walls have exploded in size, and getting recognized on the wall is paramount. We work with buyers, and also with a store's merchandising team and media teams [to accomplish this].”

That sock wall, rather than various, separated displays, seems to be the favorite, as it accentuates the importance of socks, and the store’s commitment to them, while allowing the customer to compare products directly.

“Personally I prefer what I would call the ‘Wall of Socks,’” said Rowe. “Many customers will come to us for reasons other than to purchase footwear, and you want to show them that you are in the sock business, and make sure they remember that you carry a great selection of socks.” ■

We can help you capitalize on the overlooked opportunity of increased sock sales. Step Up Your Sock Game™ is a support system with a number of merchandising tools designed to help you boost the sales of performance socks. Not just Feetures! socks, but all performance socks. The joy that comes with investing in great running shoes can be spoiled by low quality socks.

So do yourself and your customers a favor. Ask your Feetures! representative how you can Step Up Your Sock Game today.

Step Up 7.5"x5" SGB ad final.indd 1

3/13/14 10:15 AM

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INSOLES

Much More than Cushioning

By Thomas J. Ryan

C

ushioning is making a big comeback in 2014 at least in the all-important run footwear category. The arrival is most visible with the chatter around max-cushioned product like Hoka One One and its imitators as well as heralded arrivals such as Brooks Transcend and New Balance’s Fresh Foam 980 in the neutral category promising to put more foam underfoot for a softer ride.

With the shift away from more minimalist styles, partly due to the hype that is naturally dying down but also because of injuries sustained while running on ultra-thin outsoles, some say it’s putting more attention on the importance of the protection that comes from cushioned insoles.

“Runners of all levels are constantly pounding their shoes no matter what terrain they run on and a cushioned and supportive shoe model is crucial,” said Glenn Barrett, OrthoLite’s CEO. “This need strengthens the importance of each shoe having the right components.”

David Church, president, Sorbothane, also sees the conversation around cushioning pointing to the benefits of insoles.

His findings were supported by a recent focus group about insoles with a clear request for more comfort, natural support and impact protection “Active consumers are asking for a way to add cushioning, absorb shock and put comfort back into their workouts,” said Church. “This has always been the strength of

30 APRIL 2014

Sorbothane insoles. Whether walking, running or standing - consumers are looking for a quality insole that will support and cradle their foot in comfort and provide a layer of impact protection.”

Some believe any shift away from minimal to more neutral and light stability doesn’t impact the insole buying decision.

“To me the story is the same: What you put under your foot matters,” said Ellen Harwick, communications manager at Superfeet.

“Regardless of the thickness of the shoe midsole, the midsole itself is still relatively two-dimensional, flat, and unsupportive. The benefit of Superfeet insoles provides the foot a three-dimensional platform that helps adapt the two-dimensional midsole of any shoe to the person’s three-dimensional foot. This helps to improve the fit and comfort of the footwear, while also providing the traditional benefits associated with a supportive insole.”

Jeff Antonioli, Spenco’s VP of sales and marketing, added that the quality of insoles in your shoes - whether they are highly cushioned or not - is still very important because a cushioned shoe does not automatically come with a superior insole. In fact, the opposite is more likely true.

“Most runners still have the same foot strike, roll, and push-off no matter what kind of shoe they are in, and orthotic insoles aid those biomechanics,” said Antonioli. “Spenco's insoles complement the highly cushioned shoe in that they also provide proper arch support, which can help reduce injury. We recommend Spenco insoles no matter what shoe you train or race in – that inner support still matters.

Evan Wert, President of Icebug USA, distributor of ArchFlex insoles, also believes that the trend away from zero drop or flat

Photo courtesy Garrett Grove and Superfeet

shoes for runners to what seems like a sweet spot between 4-to-8mm is also a positive for insoles. “We are seeing that consumers still want to have an insole that helps "bridge" the gap between the shoe and the foot,” said Wert. “This makes the shoe fit better and helps to eliminate the chance of hot spots, blisters, or other issues. It also has gotten the industry to develop lighter and better fitting insoles for today's shoes.”

For spring 2104, insole suppliers continue to offer a variety for different foot types to cover the needs of a wide range of activities. Some are lower profile with less cushioning and some offer considerably more cushioning, but all promise shock absorption, comfort, and in many cases work to relieve pain.

Sof Sole is introducing the first insole designed to treat plantar fasciitis, one of the most common foot ailments to the specialty marketplace. There is no “break-in” period with the insole. It is marketed as comfortable, right out-of- the-box for $20. The composite nylon plate flexes to support and remain in contact with arches throughout the gait cycle for pain relief associated with plantar Sof Sole plantar fasciitis. The gel drop and memory foam in the heel add fasciitis sole comfort and the 4/5 length design fits any shoe.

Available exclusively to the independent specialty retailers, Powerstep's Pulse Performance Orthotics, $38, feature built-in arch support and heel cradle to stabilize the foot and improve alignment. The motion control, with targeted dual-layer cushioning, helps to absorb shock at impact to reduce stress on the feet, ankles and joints. The spring-like action of the polypropylene shell provides bounce back with each stride. Pulse insoles are easily sized by shoe size and require no in-store modification or trimming.

“Powerstep orthotics do more than temporarily cushion the feet,” said Jennifer Hoane, director of marketing and customer service at Remington Products Co., the owner of the Powerstep insole line. “By combining balance, support, and cushioning, Powerstep products relieve foot pain and often prevent common foot conditions from developing.”

Powerstep's Pulse Sorbothane is introducing Performance Orthotics the SorboAir Replacement Sorbothane SorboAir Insole featuring a lightweight air-infused Sorbothane foam Replacement base for heel-to-toe comfort for $22. A pure Sorbothane heel Insole absorbs up to 94.7 percent of impact shock while a lightweight base layer cradles the foot in natural air-infused Sorbothane.

The insole also features a Poron liner for moisture management, cushioning, and a brushed-top, anti-microbial cover.

At Hickory Brands, its in-house brand, 10-Seconds, is introducing the Flat Foot Sport designed for low to flat arches for $35. The patented insole controls the pronation through the gait cycle with a varus wedge that extends to the toes preventing the foot and ankle from turning inHickory Brands Flat Foot Sport ward. A layer of Poron cushions and absorbs shock to the foot with an antifriction and antimicrobial top cover.

A New Balance licensee, Hickory Brands will also introduce the New Balance Supportive Cushion Insole for $45 that features a padded arch rise designed to support the plantar fascia Hickory Brands New Balance Supportive Cushion Insole

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tendon that helps to relieve and/or prevent plantar fasciitis. A deep heel cup and Abzorb cushioning provides support and cushions both short and long runs. The top cover and foams are antimicrobial.

Spenco is partnering this spring with the Ironman series and will introduce the Ironman Race and Ironman Train Insoles each at $50.

Ironman replacement insoles incorporate Spenco Total Support Technology and the patent-pending 3-POD Modulation System. By positioning pods with varying degrees of hardness beneath key areas of the foot, Total Support Insoles change the ground forces impactSpenco Ironman Race and ing the foot during activity for betIronman Train Insoles ter performance and comfort while helping to reduce over-pronation.

“Our Ironman Train insoles provide rigid arch support for demanding training,” added Antonioli. “Race insoles are lightweight with a flexible arch for race day. They both offer a combination of cushioning and stability suited to the demands of training and racing.” Antonioli said store personnel should know what the customer’s goals, training regimen, and foot type are to recommend the right insole.

Masterfit customizes all their Masterfit’s EZ·Fit Terra Cut-To-Fit insoles to varying degrees to the Insole end-users’ feet. Said Steve Cohen, CEO at Masterfit Enterprises, “That means that consumers get insoles that are shaped to their feet for maximum support and comfort and retailers don’t need to carry as many SKUs to fit a wide variety of feet.”

Designed for use in all active footwear with patented WearN-Form technology, Masterfit’s EZ·Fit Terra Cut-To-Fit Insole personalizes the shape to fit a person’s heel and arch shape. The Terra, priced at $40, uses a full-length cushion comfort cradle of EVA with a semi-rigid, three-quarter length support shell for heel stabilization and balance. It has shock-tuned Poron pads under the heel and met head to dampen impact during heel strike and toe-off.

Masterfit’s microwavable Zapz, $60, provides doctor-style custom insoles at a fraction of the cost. Based on the EZ Fit design with Wear-N-Form technology Masterfit’s Zapz in the heels, Zapz’s big differential is its patented, exclusive-toMasterfit InstaForm Gel Arch.

When heated in a microwave for just a minute, the InstaForm Gel

32 APRIL 2014

softens, contours, and volume-adjusts to the natural shape of the arch. Cohen said, “If you can trace, trim, and make popcorn, you can make Zapz.”

Reebok CCM entered the insole category last year aiming directly at the ice skate category. Jeff Dalzell, senior business director, skates, said skate insoles commented that insoes “tend to take a beating” in hockey from wear but also sweat that adds an excessive amount of moisture to the insole. Until recently, "no one was really adding any technology" to the traditional hockey replacement insole.

Developed in partnership with CurrexSox, Reebok's CCM Custom Support Insoles feature curEVA shock-absorbing material and Auto Heel technology for cushioning and comfort for $50. A Dynamic Arch Cradle (DAC) redistributes pressure evenly while working to stabilize excessive movement. Breathable top-level fabric helps with moisture management. The insoles are available in high, medium and low-arch heights. A Footdisc system defines the arch type within 15 seconds. "I believe we’re pushing the upper limit in terms of what’s done at the retail level that doesn’t go to the orthotic level," said Dalzell.

Sidas uses a threearch height philosoReebok's CCM phy for fitting shelf Custom Support insoles. “Each has a Insoles unique construction based on the foot’s morphology,” said Jay Taylor, president and CEO at The Soze Group, the North American distributor for the French-based brand.

Sidas High Arch 3Feet All-Year Insoles

“For example the Sidas High Arch 3Feet All-Year Insoles have more padding under the metatarsal area to help cushion a ridged foot type.” Priced at $45, key features include perforations for breathability, a forefoot pad for added cushioning, and anatomical construction adapted for low, medium and high arch types. “We use a patented sizing system that uses pressure analysis to choose an insole for the consumer on the retail floor. The POP enclosed with the rack will link back the foot shape to the appropriate insole,” said Taylor.

At Superfeet, the big story here is its release of the Carbon Insole for $50. It is the thinnest insole in its line with a blend of proprietary materials. EVOLyte contributes to a strong heel cap. The style also includes the ADD/APTTM System, a new durable, lightweight foam for Superfeet.

“Carbon is an interesting combination of features, all in a low-profile, lightweight

Photo courtesy Garrett Grove and Superfeet

package,” said Harwick.

“EVOLyte provides retailers the option to fit more feet in more types of shoes. Carbon can Superfeet be ideal for a range of Carbon Insole footwear from lightweight running shoes (minimalist or not) and cleats, to tightfitting approach shoes or stylish casual shoes. Carbon is a blend of lightweight design and highperformance support. We have even found some ski boot retailers fitting customers with Carbon in their ski boots.

Shock Doctor will introduce its Active Trim-Free Insoles for $20.

Shock Doctor Active Trim-Free Insoles Designed specifically to be added on top of an existing insole for more support, the Active TrimFree offers many of the same benefits as a full-length insole but is easier to fit into shoes with little extra toe room. The three-quarter length shock-absorbing foam provides comfort and support,

and reduces fatigue and stress. Other features include Adaptive Arch Technology that adapts to the shape of the foot, shock absorbing foam that contains air channels to improve comfort and air flow, a butterfly control bar to align the foot and control pronation, and an anti-microbial top cover for moisture management.

Jason Richter, senior director of product marketing at Shock Doctor, believes that consumers are getting mixed and inconsistent messages from shoe companies with the shifting trends. “From the very beginning, we’ve been very consistent about support, stability and shock absorption with our insoles,” said Richter. “This helps reduce the everyday wear and tear an athlete’s foot goes through. We also point out that our insoles can make your shoe perform as it was intended right out of the box even several months later. We like to think of insoles as providing additional

support, stability and shock absorption and complementing the shoe, even after it starts to break down.

OrthoLite’s open-cell foam technology is found in more than 140 million pairs of athletic, casual, dress, work, and outdoor shoes every year but can also be found in the OrthoLite Fusion Insole for $20. “OrthoLite’s advanced, proprietary polyurethane formula with recycled rubber content holds the distinction of being the only open cell foam insole combining long-lasting cushioning, breathability, and durable moisture management,” OrthoLite Fusion Insole said Barrett. Working with its brand partners to address the specific performance characteristics, OrthoLite

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continues to introduce proprietary foam formulations that can be tailored to different shoes types including Lazy recovery foam, Impressions, X-40 High Rebound, ESD Static Control, ECO and 3D-SKIVE. For cold weather, ThermaCELL Heated Insoles, $130, include three temperature settings – no heat, medium heat (100°F) and high heat (111°F) - that are controlled by a wireless remote to customize temperature without removing shoes or boots. The ThermaCELL Heated Insoles and ProFLEX Heated Insoles

battery lasts up to five hours per charge; quality tested by SATRA, and can be trimmed for a customer fit. For fall 2014, the ProFLEX Heated Insoles, $179, will add ultra-flex material, a removable rechargeable battery, and UBS charging for extendable use.

For store associate, Josh Silvia, marketing manager for Schawbel Technologies, ThermaCELL’s parent, said that when purchasing new footwear specifically for this product, it might be worth buying a half size larger. He added that it “Works best in insulated boots, but should work in almost all footwear.”

Mike Baker, CEO of Sole, said that Sole footbeds have always been intended to work in a neutral shoe. “The majority of the cushioning required by the customer should be built into the shoe, not the footbed,” said Baker.

“The cushioning in our footbeds exists to accommodate the volume of the shoe. The cushioning and support will not hinder our product.”

All Sole footbeds offer the same amount of custom support but have three levels of cushioning with the Softec Ultra, $45, at 3.2mm, Softec Response, $45, at 1.6mm, and Thin Sport, $60, offering zero cushioning.

Sole Softec Response “Sole footbeds remain supportive by adapting to your foot type without flattening out,” said Baker.

Key selling points for Sole footbeds is its moldable orthopedic EVA layer with an easy 5-minute, in-store or at-home molding process. When molded, the footbeds reduce plantar fascia strain by an average of 34 percent. Sole also does not control the rear foot but continues to offer plantar fascia support so the foot can move naturally. “This combination allows for a better fit for the majority of the population,” said Baker.

At Footbalance, the Dynamic Blue Insole, $80, with a high density 3.0mm EVA footbed represents the brand’s all-around,

34 APRIL 2014

Footbalance Dynamic Blue Insole

custom-molded insole. It offers high-tech polyester fabric with a sanitized antibacterial treatment that wicks moisture from the foot for a cool, friction-free surface.

It’s ideal for recreational and performance athletes.

For Nordic skiing, downhill skiing, mountain biking, snowshoeing, etc., their Performance Insole, $80, is designed for light support with a minimalistic feel with

Footbalance Game

dynamic energy return. The Game, $80, is designed for high-impact, court sports for greater shock absorption, stability and injury prevention.

Todd Poseley, Footbalance’s North America VP of sales, said cushioning is just one aspect of a quality footbed; a properly fit footbed will help support, align, and stabilize the lower body. “It is not a corrective device, it is an accommodative device,” said Poseley. “A good footbed will complement the cushioning properties of footwear and still give sufficient support.”

He added, “Look at a stock insole in virtually any shoe on the market, athletic or otherwise, and the lack of support will be obvious, a thin piece of EVA just doesn’t cut it. While we want to provide a custom footbed for the customer, you may think of it as customizing the fit of the shoe they will wear as they walk out the door. No matter what type of footwear, the insert needs to connect the actual foot to the footwear as a dynamic and well-fitted interface.”

Described as “the insole you treat like a sock,” SoxsolS work as a hybrid sock and

insole because they lay flat in the footbed and provide some cushioning like an insole, but also have a washable and dryer-safe fabric material like a sock. Designed for walking shoes, SoxsolS can be trimmed to fit any footbed and prevent sandals and shoes from absorbing sweat.

“The important thing for in-store staff to know is how widely applicable this product is and, to be frank, what it is,” said Stanley Tollett, marketing director, SoxsolS. “It can be trimmed to fit almost any shoe, it prevents sweat from soaking in and staining footbeds. It therefore can be sold as an enhancement and addon product with virtually every sale of footwear. It is a tremendous value both to the retailer and the end consumer.”

Icebug Footwear is rolling out its line of ArchFlex Insoles, designed by Ortolab AB, the leading Scandinavian orthopedics lab and are available in three arch shapes: low, medium, and high. The big difference with ArchFlex is that it addresses all three foot arches: medial, lateral, and transverse. Most insoles do not address the transverse - right behind the ball of the foot - since it's difficult to place correctly under the foot.

Icebug Footwear ArchFlex Insoles

"ArchFlex is able to do this by developing the proper shape, having 10 sizes per style so that the placement is graded properly, and by allowing the pad to "flex" slightly underfoot," said Wert.

Another key difference is that the whole insole is designed to be more "dynamic" as the customer steps down with the aid of ArchFlex's unique blend of materials and design. The dynamic support means the natural movement of the arches is not blocked, instead they offer the proper amount of support through the entire gait, supporting the arches even when your full body weight is over the foot. ■

THIN FIT I

N

S O

L

E

Microban® helps prevent growth of odor-causing bacteria

COOLMAX® fabric top cover wicks away moisture

Low-profile fits most footwear

Flexible foam conforms to foot and promotes natural stride

Blown EVA in heel and foot provides lightweight shock absorption

The Sof Sole® Thin Fit is the thinnest and lightest insole from Sof Sole to date, weighing just 1.3 oz. It’s an excellent option for additional comfort in cleats, basketball shoes, training, casual and running footwear.

PLANTAR FASCIITIS I

N

Plantar Relief Bridge provides sturdy support to painful arches

Durable nylon composite plate

S O

L

E

Heel cup provides motion control and stability

Gel in heel relieves pain from heel spurs

The Sof Sole® Plantar Fasciitis Orthotic Insole is a long-lasting and comfortable solution for pain resulting from stress placed on the plantar fascia.

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WWW.SOFSOLE.COM

TALKING INSOLES Some obvious, and not so obvious, pointers on how to sell insoles.

By Thomas J. Ryan

A

t the store level, selling insoles is all about introduction, explanation, and trial. But often, it comes down to getting a conversation going around insoles.

“We like to use the ‘Why, Try, Buy’ technique,” said Drew Davies, national sales manager, Sof Sole. “For the ‘Why’ part, we explain to customers that it improves the comfort of their shoe, it improves the performance of their shoe, reduces impact and stress on your joints and muscles as well as helps to keep feet cool and dry.

“For the ‘Try’ part, which is very important in the sale of an insole, we like to have the associate ask the customer what kinds of activities they plan to do in their shoes, then explain to them the advantages that having an insole in the shoe can give them while doing these activities. We like to try and have the associate bring out one shoe with one of our insoles in it and another shoe with the stock liner in it when trying on the shoe and have them tell which shoe feels better. Comparing the stock liner to our insoles after having them try them on is a great selling tool.

36 APRIL 2014

“For the ‘Buy’ part we let the customer know that our insoles will improve the comfort and performance of any shoe for any activity you will be doing in those shoes. We also offer a 30-day money back comfort guarantee, and a one-year warranty against defects. All-in-all it is a risk free purchase for the customer.”

Jeff Antonioli, Spenco’s VP of sales and marketing, said an obvious sales strategy is to point out that most manufacturers of running shoes invest very little in the insole while investing plenty in the rest of the shoe.

“That’s why many experienced athletes replace the out-of-the-box insole immediately, and yet there is still an education effort that needs to take place among elite athletes and weekend warriors,” noted Antonioli. “Having the extra support, fit and cushion can help prevent injury while improving posture and performance. Weekend warriors may be less biomechanically correct than elite athletes, so even though they may not be running long distances, they can benefit from the support of a good insole.”

Todd Poseley, FootBalance’s North America VP of sales, said it’s important that store associates qualify a customer for their footbed just as they should for their footwear. Considering their current footwear, discussing their primary activity, expected time or use across all activities, as well as any physical problems or conditions should be taken into consideration.

“Many people will come in for a specific issue (like pain, shin splints, heel spurs, etc.) and you need the ability to correctly fit the existing footwear in addition to other end-use shoes or activities,” said Poseley. “The needs of a high level cyclist will differ greatly from those of a recreational runner or an everyday casual shoe, the proper model is just as important as the final custom fit.”

Michael Baker, president and CEO of Sole, said that an obvious footbed sale are to those customers already coming into the store with foot pain, looking for a solution. He noted that the American

Physical Therapy Association (APTA) and American College of Foot and Ankle have stated in their clinical guidelines that OTC insoles are the first phase of care in treating plantar fasciitis.

Around the fit process, he urges associates to fit to the arch, rather than the length of the foot. Baker added, “When looking at the foot from the medial side, it should look like the arch shape of the footbed is cradling the individual's arch. It should feel comfortable for the consumer. For the majority of the population there is an insole that will fit well.”

David Church, president at Sorbothane, said it helps if the sales associates wear insoles themselves and can personally recommend the product based on experience. Added Church, “Customers will listen to your firsthand professional opinion.”

For Sorbothane, sales associates can also use the Sorbothane Grip Strengthener, which strengthens fingers and wrists, to demonstrate how efficiently and naturally Sorbothane absorbs energy and then returns to its original shape under its own power.

Baker noted that molding the footbed in a regular toaster oven in-store could serve as a differential and personalize the store experience.

Also helping to reassure any doubts about the value of insoles is informing the customer about each brand’s heritage, noted Antonioli, pointing to Spenco’s 46-year history as a pioneer of podiatry and sports medicine.

Ellen Harwick, communications manager at Superfeet, said involving the customer in the fitting process, with simple and concise explanations, is critical to establishing their trust.

“At Superfeet, we like to focus on discussing the ‘benefit’ of our insoles rather than whether or not a given customer may ‘need’ one of our insoles,” said Harwick. “For some customers that benefit could be as simple as the shoe fitting better, while for others the benefit could be helping to resolve pain or injury. Whatever the benefits may be, the key is presenting the insole as part of the solution (along with shoes, socks, nutrition, etc.) for that customer, and doing so consistently for all customers. This allows each customer to make an educated buying decision based on the recommendations and explanations of the fitter.”

Just getting the conversation pointed toward accessories can also lead to a sale.

“Ask the customer if they have their running socks? Did they bring their insoles? Do they use insoles?” said Jay Taylor, president and CEO at The Soze Group, the North American distributors for Sidas. “Then we can get into the discussion about picking the appropriate running shoe once we have a clear vision on the other inputs that they are going to use. If they don’t have an insole, this is the perfect time to suggest one."

Evan Wert, president of Icebug USA, distributor of ArchFlex Insoles, said removing socks can create some “personal contact” between the customer and the associate while also enabling the associate to spot any obvious callouses, red spots or blisters that may help guide that person into the right shoe and insole.

Watching the customer walk can also provide some insights. An oftenoverlooked step is looking at the shoes the customer arrived in.

“The old shoe can tell you a great deal,” said Wert. ”Look at the wear pattern on the bottom, review the amount the midsole has broken down, how they lace (or don't), type of shoe, brand, how worn out is it? Are they overusing their shoes? Is there an insole already in it? What's the inside look like? Worn in the heel area? Are they blowing out the side of the shoe? All this can help give the customer a better experience and fit.”

Steve Cohen, CEO at Masterfit Enterprises, said once a customer has settled on a shoe, exploring insoles should be thought of as an “upgrade” rather than an “add-on.” Comparing stock insoles versus the OEM insole sideby- side as well as looking at the used stock insole of the shoes the customer is replacing can both help. The stock insoles are often worn through or the cushioning materials compressed paper-thin under the balls of the foot and the heel - the exact spots where people often complain of pain or discomfort issues.

Added Cohen, “Often we make the comparison to a cheap pullout sleeper mattress and a high-quality one. You wouldn’t sleep on a cheap mattress and you only do that eight hours a day. Many people spend 12 to 18 hours on their feet.”

Putting the upgraded insole in one shoe and leaving the stock insole in the other and letting the customer try it on often seals the deal.

“Some subtle leading questions help the customer convince themselves they need this product: Do you feel how well the heel is cradled in the shoe with the upgraded insole? Do you feel the increased support and cushioning under your arch in the shoe with the upgraded insole? Do you feel how much more cushioned it feels under the balls of your feet and your heels?,” added Cohen. “If there’s still some resistance, especially price-based resistance, we like to talk about how the upgrade insole will also help their new shoes last longer by improving their gait and evening out wear patterns. The upgraded insole can help pay for itself.” ■

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SGB SPORTSMAN'S

DRESSING UP YOUR FIREARM

By William F. Kendy

T

he concept of a firearm is fairly basic. It is a machined tooled and assembled product that has a stock (or grip) and, for rifles and shotguns, a fore-end. All have a chamber, a loading, locking and cocking system, a trigger, a barrel and sights. That’s pretty much it….kind of.

Then it becomes more complex. Unlike Henry Ford who said in his autobiography that, ”Any customer can have a car painted any color that he wants so long as it is black,” firearms come with a myriad of categories and configurations.

Those include handguns, rifles and shotguns. Within those categories there are single shot, bolt, pump, lever, single, double and semi-automatic actions. When you add to all of this single barrel, multiple barrel, calibers, center fire, rimfire, blackpowder, smokeless powder it is almost overwhelming.

The bottom line is that if you go out and buy a rifle, a shotgun or a handgun, what really neat stuff is out on the market for you to “trick” out your firearm?

Let’s start with the core product.

Firearms are made according to certain specifications for the model and what the norm is in the industry, along with safeguards. That begins with the product itself and it goes beyond adding accessories.

“We do a lot of work in customizing firearm triggers and actions, “said Glenn Duncan, owner of Duncan’s Outdoor Shop in Bay City, MI.” “Manufacturers are concerned about safety and produce firearms with a little heavier trigger pull and we modify them to fit the owner’s comfort level within manufacturer specifications. Also, we can make actions, especially in revolvers, perform smoother.”

Mag-na-Port Newton’s Third law says that, “For every action, there is an equal and opposite reaction.”

When it comes to firearms, it is all about power…but power is relative and dependent on what type and size of firearm you are shooting. A large rifle may kick like a mule and that is recoil. See Newton’s Third Law above.

38 APRIL 2014

That also means that, when shot, a firearm will push back but also the barrel will “jump” which impedes staying on the target for the next shot. Excessive recoil and jump can lead to “shooter’s flinch” which results in terrible accuracy and not much fun shooting.

One way to help solve those issues is to have your firearm, whether it is a rife, shotgun or handgun, “ported”. That means you cut small trapezoidal round holes in the end of the barrel muzzle. That allows the gases that are created when a cartridge is fired to escape before the bullet leaves the end of the muzzle.

“One of the best ways to reduce recoil and barrel jump, regardless of what the firearm is, is to port it,” said Ken Kelly, owner of Mag-na-port located in Harrison Township, MI. Even a small handgun, in a medium caliber, may be too much for a person to handle.

“It’s not just about larger calibers or just revolvers,” said Kelly.

“Probably about 35 percent of our business is in semi-automatic handguns and, of that, we do a significant amount of work on the smaller calibers like .38 and 9mm and a lot of conceal and carry firearms.”

Neat “Tricking Out” Stuff While there are a lot of accessories available for traditional rifles, handguns and shotguns, much of the cooler accessories available today revolve around the “Modern Sporting Rifle” platform.

The modern sporting rifle is based around the AR-15 platform, which does not look like a traditional hunting rifle.

This semi-automatic firearm platform is what military personnel have been equipped with since the M-16 that was first used in the Vietnam War. The AR-15 platform allows shooters to utilize ‘rails” to mount things like scopes, sights, lights, tripods and other accessories on both the top and the bottom of the rifle. Because of the configuration of the rifle, shooters can swap out for ends and stocks to suit their need and comfort.

TruGlo has been a recognized long-standing fiber optic sight manufacturer who produces products for both the firearm, airgun and archery industry. Its Tactical 30mm Illuminated Reticule Rifle Scope has a tri-color illuminated reticule that allows shooters the choice of red, green or blue for faster target acquisition in low light conditions.

The illuminated ring represents a 20-inch circle at 25 yards. It has a wide field of view, unlimited eye relief and is waterproof, fog-proof and shock resistant. It features a remote pressure switch and extended cord for on/off control and a detachable, extended sunshade to eliminate glare from the front lens and is priced at $111.

The TruGlo Brite-Site TFO Handgun Sight is a CNC machined steel handgun. The Brite-Site is available for $153 with either a green or yellow rear sight and delivers transition through all light conditions. It glows in the dark without batteries yet the target can’t see the concealed fibers. It has a snag resistant design but fits standard holsters.

While Magpul is best known for its magazines and accessories for the AR-15 platform, it has branched out into other areas.

“We have expanded our accessory offerings from AR-15s to shotguns and have new products for the Remington 870 series and the Mossberg 500 and 590 series pump actions,” said Magpull Senior Director of Business Development Drake Clark.

The MOE Forend is a drop-in replacement for the standard Remington 870 12-gauge and Mossberg 590/590A1* 12 gauge shotguns, featuring an extended length and front/rear hand stops for improved weapon manipulation. Compatible with MOE rails, mounts, and accessories, the MOE Forend adds modularity to the proven Mossberg platform for sporting use, home defense, or on duty. Available in Black, Flat Dark Earth, and Orange for $30.

The Magpul SGA Stock is an ambidextrous, user-configurable buttstock designed to add adjustability to the Remington 870 12 gauge shotgun and the Mossberg 500/590/590A1 12 gauge series of shotguns. They feature a spacer system for length of pull adjustment, improved grip ergonomics, recoil-reducing butt-pad, optional cheek risers for use with optics/raised sights, and other accessories. Available in Black, Flat Dark Earth, and Orange for $110.

“The Crimson Trace AR Railmaster Pro laser and light combination offers performance and quality in a rugged, compact unit firearm owners have been asking for. It fits nearly every railequipped handgun and long gun,” said Crimson Trace President & CEO Lane Tobiassen. “It sets a new standard in functionality, reliability, and ease-of-use in the accessories market.”

The Railmaster Pro line features two models, both combining a small universal laser and 100 lumen’s flashlight in a small, compact package. The Pro CMR204 features a red laser and the Pro CMR205 features a green laser. An on/off identical button on each side of the unit for easy “tap on, tap off” activation and each component can be

run separately and the unit will return to the mode it was set at originally. Each of the models is small enough to be used on handguns with a lower rail such as a Glock and Springfield or even a shotgun. The retail price for the CMR204 (red) is $279 and $379 (green).

L3 EOTech Designs, manufactures, and markets electro-optics products that utilize laser and holographic technology to enhance optical devices. In plain English…firearm arm sights.

The L3 EOTech Shotgun Integrated Foreend Light (IFL) offers an integrated LED light for easy shotgun use. The IFL offers 250 lumens of light and custom grip with ambidextrous pressure pads. The IFL features a 10 lumen dim mode making it ideal for just looking around and then switching to a bright light mode. No gunsmithing is required to attach the unit.

Available for Mossberg 500 and 590 and the Remington 870 in 12 gauge.

10 lumens dim mode allows you to navigate an area without tipping off the bad guy that you are there and you need to navigate through your house and if you need to you can push the pressure pad for the brighter light. Retails for $299.

Carrying a rifle or a shotgun all day can be strenuous and that’s where swivels and slings come into play. GrovTec manafacurers both.

“Our GrovTec swivel line is pretty much our claim to fame and also our heavy duty swivels and bases,” said Jake Jacobs, GrovTec technical support representative.

“We randomly pull test them and found that they rank 325 pounds an inch.”

GrovTec Heavy Duty Push Button Swivel Set is constructed to extremely tight tolerances, heavy-duty body, loop and stainless steel bases; this swivel pair provides rock-solid performance under the most demanding conditions at $26.

GrovTec Sling Systems are constructed of patented nylon stretch web. The slings absorb shock without the annoying rebound and result in a secure, effortless, non-skid carry with a minimum of movement.

They feature radius cornered end tabs, a tapered design to emphasize width at the load carrying position to spread weight, an extra-wide pad and a thumb loop to reduce tension on your hand and forearm and retail for $22. ■

TruGlo Tactical 30mm Illuminated Reticule Rifle Scope

TruGlo Brite-Site TFO Handgun Sight

Remington 870

Crimson Trace Pro CMR204 and CMR 205

L3 EOTech Shotgun Integrated Fore-end Light (IFL)

GrovTec Heavy Duty Push Button Swivel Set

SGB TEAM

What’s Up Your Sleeve?

Style, performance and comfort have risen to the forefront of sports medicine.

SGB examines the evolving, growing sleeve category and other sports medicine accessories.

By Fernando J. Delgado

40 APRIL 2014

T

here’s no two ways about it – sleeves are extremely hot right now in the sports medicine market. What started out just a few years ago as a very limited market has exploded into a profitable accessory that an increasing number of manufacturers have made an effort to tap into it. More and more athletes, young and old alike, are using sleeves. And their reasons for doing so vary, ranging from fashion statements to necessary therapy and injury prevention - oftentimes both.

Retail data provided by SportsScanInfo shows that in 2013, the Sports Medicine category was up 5.6 percent in total dollars and year-to-date in 2014 it is up 8.4 percent in total dollars.

Neil Schwartz, VP market & consumer insights at SportsOneSource indicated that the increased demand for sports medicine accessories is rooted in a combination of trends in key demographics and in product improvements. “There are three reasons why these things are happening,” explained Schwartz. “One is that Baby Boomers are getting older.

While we want to continue to try to play and be active, our bodies are just not letting us do the things we used to do, and that’s creating more injuries. Number two is that more adults, especially the Gen X age group, and to a lesser extent Gen Y’s, are taking part in more extreme activities, like Tough Mudder, Warrior Dash, and the Spartan Race. These activities allow people to test themselves. And what happens when people test themselves? They get injured.”

Schwartz also credits new technologies and product improvements for the growth of the Sports Medicine category. “The other factor is that sports medicine equipment has gotten so much better that it has allowed people to play longer more extensively,” he continued. “There’s so much variety and we’ve learned so much more about all these different injuries – sports medicine products are able to keep people playing longer. You also have new products, like compression sleeves for legs and arms, which have really come into their own over the last few years. People now understand the benefits of compression product. For instance, compression sleeves for team sports are up 71 percent so far this year, and up almost 37 percent from last year. This is a category that didn’t really exist four years ago. Sports medicine has introduced a number of products that have allowed athletes - and not just elite athletes - to stay on the playing field longer and participate more frequently.”

Photo courtesy Shock Doctor

SPORTSONESOURCE.COM

41

towards people looking for quality products on their own. That’s a trend that’s just going to continue, especially because the amount of players is increasing.”

Photo courtesy Zamst

The rapid growth of sleeves is fascinating, and a fairly unique trend in sports medicine. Looking back at the timing behind the surge in the category provides a better understanding of the current level of demand. “Sleeves is definitely an evolving category,” shared Bill Best, vice president of product development at Shock Doctor. “What started out as a niche product that had a specific use by a small group of users has grown dramatically in the past few years. Going back to the beginning, sleeves were used by triathletes and runners, and in the arm area by basketball players. The expansion of its use into baseball was one of the areas that started to get arm sleeves recognized more and used in team sports. That rolled out into more awareness of other team sports athletes, like how it showed up in football, where players were using the sleeve not only for compressive but also to protect their arms on the field. The interpretation for what the use of a compression sleeve is has developed rapidly, and it’s also still finding its way relative to all these other options. It was originally used under the premise of compression and warmth for muscles, enhancing blood flow, and so forth. But the compression sleeve has continued to evolve to other uses outside of that. Lots of different brands have their version of the sleeve, or they have different types of sleeves. That’s great, because it provides more choices to the consumer, and it’s also created a more competitive marketplace for products that are making their way to retail.”

Sports medicine sleeves and accessories have also provided consumers with a much-needed alternative for injury treatment and prevention in a difficult economic environment. “Trend-wise, there’s definitely a trend towards non-doctor visit self-care, we’ll call it,” said Craig DiGiovanni, vice president of Medi-Dyne, the parent of sports medical device manufacturer Cho-Pat. “Budgets are squeezed all the way around; from personal budgets to health care through the schools and the teams. School athletic budgets have been slashed the past several years. And they just don’t have a lot of money to throw around. They may have an athletic trainer, but their budgets are so limited that there’s not a whole lot left over for good products. So we’re seeing a big shift in the market

42 APRIL 2014

A Hot Hardwood Trend Unlike other sports medicine trends, a driving factor behind the rapid growth of sleeves in team sports can be attributed primarily to style and the influence of professional athletes. While the use of other sports medicine products by the pros can certainly lead to increased demand by younger athletes, no other trend has been as heavily influenced by professional stars to the degree of the arm sleeve in basketball.

The start of the trend can be traced back to a single basketball player – the now retired NBA All-Star Allen Iverson. Iverson first started wearing an arm sleeve during the 2000-2001 season in an effort to alleviate the effects of chronic bursitis. At the time, very few basketball players wore arm sleeves. His sleeve stood out to fans and opposing players, and he gradually became synonymous with it. Eventually, fans of Iverson took to wearing sleeves, and over the next decade other star players such as Carmelo Anthony and LeBron James wore sleeves. A trickle-down effect occurred as more NBA players started wearing them with college players and NBA players quickly following suit. Today, you can’t watch an NBA or NCAA game without seeing at least a few players wearing sleeves.

Youth players now wear them regularly, something that was almost never seen at school and playground courts even five years ago.

“When sleeves really started to be recognized by pro athletes was about three to four years ago,” observed Shock Doctor’s Best.

“As far as really arriving at retail, and getting the attention of retailers and seeing a lot of choices pour into the market at general sporting goods stores and larger retailers, that’s happened more in the past two or three years. In the specialty channel – calf sleeves for running, for example – sleeves have been around a while. But they were more niche brands and products that weren’t widely distributed.”

The fact young players have been imitating star players in the NBA by wearing sleeves is not lost on leading brands. In many cases, fashion and feel outweigh hard science when it comes to its popularity. “I think there’s a lot of influence by style and the usage of sleeves by professional athletes,” added Best. “There’s not a lot of documented data that says what a sleeve is doing for one athlete or another. There is a lot of enhanced sensation of performance, and athletes have a preference for the feel or fit of a sleeve. But there’s not a lot of data supporting that. Once someone gets used to the feel and the fit, they are also making a statement as to how they perceive themselves in relation to other athletes. That’s where fashion and the mental aspect of using sleeves come into play. A product that can provide enhanced performance – whether it’s shown through real data or the mental aspect of it – is good for the athlete and the market. For a brand like Shock Doctor, we see an opportunity where we can introduce sleeves, or more choices of sleeves, going forward. If the athlete likes it, and they prefer to perform wearing it, then it’s a good thing.”

Sleeves and Accessories - What’s In Store Several key items highlight product lines of the leading sports medicine and sports performance therapy brands. The common theme throughout is improved technology, comfort and fit, and enhanced performance.

McDavid’s 6500R Hex Shooter Arm Sleeve leads the way for the red-hot trend of arm sleeves for basketball players. It packs multiple technological features in a sleek, highly functional design for $20. The predominant feature is the sleeve’s 9mm Hex Technology, positioned at the elbow. The sleeve keeps players cool and dry due to hDc Moisture Management Technology, while its arm compression maintains muscle warmth and prevents abrasions and scratches.

MCDAVID ARM SLEEVES 6500R Hex Shooter

McDavid 8837R mmHg

“Compression sleeves are nothing new in the NBA or other professional sports, and they have been around for decades,” said Mary Horwath, McDavid’s vice president of global marketing. “That said, McDavid really invented the category of protective apparel that players wear most often today. Unlike basic compression sleeves first worn by former NBA stars like Allen Iverson, McDavid’s HEX technology offers more advanced padded apparel. The compression sleeves are built with a pad that is broken down into dime-sized hexagonal pieces spaced 2mm apart and laminated to stretch fabric. It gives the impression of one large pad, but really its dozens of smaller pads all joined together. This arrangement of the foam offers more breathability and flexibility as the pad bends and forms to a joint.” With five color options available for the Hex Shooter, basketball players can express their individual style on the court while feeling comfortable and protected.

McDavid will also have the 8837R mmHg Arm Sleeve, $30/pair.

Arms benefit from increased blood circulation as a result of Targeted Compression Technology, and its specialty yarns are quick drying and antimicrobial for added comfort. In addition to the Black color option, with advanced booking customers can purchase the sleeve in Gray/Scarlet, Red or White.

Technology permeates the construction of the 6572 Compression Leg Sleeve at $25/pair. Leg muscles stay warm and active as a result of compression technology, while the sleeves protect the skin from abrasions. hDc Moisture Management Technology prevents uncomfortable moisture from building up.

The sleeves feature 50+ UV skin protection and six-thread, flatlock technology for strength at the seams.

Sports therapy remains the cornerstone of Shock Doctor’s approach to sleeves and accessories. One of the brand’s leading items

is the 772 Core Compression Sleeve for $15, which provides compression support for athletes in a variety of team sports. Available in bold colors, the sleeve supports muscles with form-fitting compression. Its Performance Fit sleeve pattern contours with the arm for comfort through full range of motion. The combination of performance and fit is further realized with the sleeve’s non-slip silicon grip on the bicep hem and its wicking properties with integrated antimicrobial Shock technology.

Doctor 772 Core Another key item Compression Sleeve for Shock Doctor this year is the 865 Knee Compression Sleeve for $20. The pre-curved compression fit sleeve, designed with open patella coverage, stays firmly in place while the breathable mesh window adds comfort.

The sleeve provides light support for minor pain, sprains and strains on a daily use basis for an extended period of time. Users experience free range of motion as a result of the anatomical pre-curved design, and N-Tex airflow neoprene material creates moisture wicking and therapeutic warmth and healing.

Cho-Pat’s emphasis on technology, comfort, and fit is evident in two of its leading compression sleeves for 2014 - the Dynamic VE Ankle Compression Sleeve, $38, and the Dynamic Knee Compression Sleeve, $65. The Dynamic Ankle Compression

Sleeve features a wide adjustable front entry making it easy to slip on and off.

The sleeve is anatomically contoured for comfort and effectiveness and includes four-way stretch material for support and breathability. Gel pads cushion and protect the ankle with a Velcro hook and loop closure for a stable fit. ChoPat’s Dynamic Knee Compression Sleeve combines compression, breathability, support and warmth to reduce pain and promote healing. A gel insert stabilizes the knee cap and reduces wear to the undersurface of the kneecap, while the sleeve maintains proper position without rolling or bunching via flexible stainless steel stays inserted at the medial and lateral aspects of the sleeve.

Technological innovation is at the core of Cramer Sports Medicine’s approach to sleeves. New for 2014 is the ESS Calf Sleeve, $25, with a reflective design intended to provide safety for runners.

“This style is constructed from a medical grade compression fabric which provides improvement in circulation for faster recovery through more efficient removal of lactic acid from the muscles,” said Ed Christman, VP, marketing, Cramer Sports Medicine.

“Compression provides a performance enhancement benefit, and mild muscular support.”

CHO-PAT Dynamic VE Ankle Compression Sleeve

Cramer Sports Medicine ESS Calf Sleeve Dynamic Knee Compression Sleeve

At Zamst, an advanced understanding of the medical field forms the basis for the brand’s engineered support technology. “The bracing and support category is showing significant year-over-year growth with the aging baby boomer population

SPORTSONESOURCE.COM

43

as well as a higher awareness of injury prevention,” commented Zamst’s Marketing Manager Laura Cleveland. “The overall technology for this category is lighter weight for performance with enhanced stabilization. Athletes are looking for products that won't weigh them down, and that provide full range of motion while stabilizing and supporting the area in need.”

Zamst’s ZK-7 Knee Brace is the strongest knee support for moderate to severe sprains of the ACL, PCL, MCL and LCL for $80. Exo-Tech Qaud construction provides four-way ligament support with resin stays for medial and lateral stability, and x-strap and parallel straps for anterior and posterior stability to Zamst A2-DX the ACL/PCL. For moderate to severe Ankle ankle sprains, Zamst is offering the Brace A2-DX Ankle Brace for $65. The A2-DX is made with i-Fit and a-Fit technology for an anatomically (right and left) correct fit, and its Exo-Grid is a dual exterior molded support structure with Grip Tech that prevents the ankle from rolling inward and outward.

Compression technology is the heart and soul of Zensah, and the brand’s standout sleeves for 2014 are excellent options for runners and team sports participants. Zensah’s Compression Zensah Compression Knee Sleeve

Knee Sleeve, $25, is moisture wicking and antimicrobial, providing pinpoint compression to support the knee muscle and IT Band. Zensah's lightweight design and targeted comfort blend for full range of motion and support. For ankle injuries, including plantar fasZensah ciitis, Zensah offers its Compression Ankle Support at Compression Ankle Support $15. The Support is highlighted by an innovative thin design while offering full range of motion in the ankle. Made of 75 percent nylon and 25 percent spandex, the sleeve helps to treat plantar fasciitis by providing support and stabilization to the plantar fascia.

In addition to sleeves, manufacturers are offering several other sports medicine accessories for athletes to alleviate and prevent pain.

Available this year to help athletes combat plantar fasciitis is Pro-Tec’s Soft Splint for $18. The Soft Splint alleviates pain and tightness in the arch and Achilles tendon by combining the benefits of a compression sock with the stability of a traditional night splint. The Splint’s stimulating massage targets the calf and Achilles tendon with breathable compression. It also incorporates a firm insole for stability to hold the foot in place while an athlete stretches.

Pro-Tec, which recently re-launched its brand, will also offer the IT Band Compression Wrap, $18, to alleviate the effects of Iliotibial Band Syndrome, the painful knee injury common to runners, cyclists, and hikers. The Iliotibial band – which is worn during activity to reduce strain - runs along the outside of the leg from the hip to the knee, helping to reduce pain Pro-Tec Soft Splint on the outside of the knee. The band’s compression pad provides targeted compression to stabilize the Iliotibial band and reduce rubbing and irritation on the femoral condyle.

Cho-Pat’s newly patented Dual Action Knee Strap, $26, is for athletes with painful and weakened knees. The strap applies pressure to the Pro-Tec IT Band patellar tendon below the kneecap to stabilize Compression Wrap and tighten the kneecap; which improves patellar tracking and elevation and reduces patellar subluxation. It also strengthens the kneecap by applying pressure on the tendon above it.

Cho-Pat is also offering a solution for symptoms of Achilles Tendonitis. Its patented Achilles Tendon Strap, $19, helps alleviate pain and discomfort and was developed in cooperation with the Mayo Clinic. Almost any athlete can use the strap who is susceptible to Achilles Cho-Pat Dual Action Tendonitis.

Knee Even with Strap the rise of the Cho-Pat Achilles Tendon Strap compression sleeve, taping still plays a part in the daily routine of athletes.

Every athletic trainer has tape in his or her bag. Shock Doctor’s Kinesiology Tape 1870 for $13 is ideal for muscles strains and for the prevention of injuries.

Kinesiology tape provides support and

44 APRIL 2014

PRECISION ENGINEERED SUPPORT

WHY RISK IT...

Tech Deck:

THE DRIVING FORCE TO TAKE RISKS IS IN THE DNA OF ALL ELITE ATHLETES, LEARNING HOW TO MINIMIZE THOSE RISKS IS WHAT ALLOWS THEM TO SURVIVE…

A a-Fit

STEPHEN CURRY UNDERSTOOD THE NEED TO ELIMINATE HIS RISK OF INJURY, AND HAS TRUSTED THE ZAMST A2-DX ANKLE BRACE TO ACHIEVE HIS MAXIMUM OUTPUT ON THE HARDWOOD. HIS DEADLY 3 POINT PRECISION IS DRIVEN THROUGH HAVING A STABLE LAUNCH PAD, AND THE A2-DX IS ENGINEERED TO PROVIDE A FOUNDATION FOR AERIAL ASSAULTS.

Exo-Grid (Xternal)

Grip-Tech

i i-Fit

JK-2 Knee support ROM-Tech

X-Strap Stabilizer

A2-DX ankle support

WITH OUR 20 YEAR HERITAGE OF PROVIDING INJURY PROTECTION/PREVENTION SOLUTIONS, OUR PRODUCTS SUCH AS THE A2-DX HAVE BEEN CREATED TO REDUCE THE RISKS OUR ATHLETES TAKE EACH DAY THEY STEP INTO COMPETITION.

FREEDOM TO FLY STEPHEN CURRY

ZAMST.US 877-ZAMST.US

All Star Point Guard SPORTSONESOURCE.COM ZAMST ELITE FORCE TEAM MEMBER

45

stability for joints and muscles without affecting circulation and range of motion. Wearable for up to five days, the tape is 100 percent latex-free and hypo-allergenic.

Under Armour’s entries into the compression sports medicine category revolve around the UA Recharge line and the Men’s UA Recharge Compression Socks, $40, and the Men’s UA Recharge Energy Leggings, $90. The Socks incorporate a Signature Moisture Transport System that wicks moisture and dries quickly. The socks also use ArmourBlock Anti-Odor technology Under to prevent the growth of odor-causing Armour Men’s Recharge microbes, while an embedded arch Compression support aids in the increase of blood Socks circulation and helps conform to the shape of the foot. The Leggings offer a more comprehensive approach to compression therapy. They are worn for 24-hours after an intensive workout to target, compress, and stabilize lower body muscles to help repair them and to heal faster for shorter recovery time.

For runners, Zensah offers its Smart Running Gloves for $30, available online at their website and in specialty running and sporting goods stores. Thanks to Zensah's advanced fabric technology, the gloves keep fingers warm Shock Doctor Kinesiology Tape 1870

Zensah Smart Running Gloves

Under Armour Men’s Recharge Compression Leggings

while still allowing runners to operate touch screen cell phones or iPods. The gloves also feature reflective stripes for increased visibility and a four-way proprietary stretch fabric for breathability and comfort.

The Future of Sports Medicine Even with sleeves and accessories showing strong sales figures and growth in demand for product, the future is hard to predict. So how can manufacturers and retailers drive awareness and sales of sports medicine products and keep it on an upward trajectory?

According to SportsOneSource’s Schwartz, the answer is innovation and education. “Manufacturers need to continue to invest in new technology and continue to do product-oriented research

46 APRIL 2014

and development. That really ties them to a lot of things. In some cases, it ties them with growing market share, it ties them to growing their total revenue, but it also ties them to increasing their retail distribution.”

“For retailers, I think it’s a different story. Retailers need to engage in more education and especially at the point-of-sale. When you walk into most big box sporting goods stores, there’s very little attention paid to sports medicine. When you go into a store to buy golf clubs, somebody’s going to be all over you. If you walk in to buy fishing equipment, or firearms, there’s going to be someone there to help you, or give you advice in most cases. But when it comes to sports medicine, there’s very little education. Do I buy this one, or that one? Will this product protect me more, or will that one? That’s really what retailers need to focus on.”

Shock’s Doctor’s Best agreed with the need for increased education in the form of information and an attentive customer service experience at retail. “If you walk into Walmart or Target, you’re never going to get the kind of education or the kind of attention for sports medicine products that you can get at a sporting goods store,” he said.

“But big box sporting goods stores and specialty stores can give you that attention. And that is one of the things that can continue to drive people into the stores. Because you get good education.”

Medi-Dyne’s DiGiovanni also believes that the value of education cannot be emphasized enough. More so than benefitting from advancements in technology, a welleducated consumer will help themselves the most by being knowledgeable about the products they buy. A sports medicine item can’t help, after all, if it doesn’t fit the athlete, or if the consumer isn’t aware of how to effectively address their pain. “In the short term, I think we can expect to see some minor modifications and improvements, but the future isn’t in just the products themselves,” DiGiovanni explained. “Educating the consumer on what they really need and why they need it will be driving the value proposition. It will be the providers that are able to deliver on more than just temporary pain relief that ultimately win the trust and business of the consumer.”

In order to accomplish the goal of better educating customers, Medi-Dyne’s Cho-Pat brand, which is distributed nationwide through a vast network of team dealers and specialty sporting goods stores, has implemented merchandiser displays at the pointof- sale. The merchandiser displays include comprehensive information regarding products, including instructions for finding the right sizing and fit and directions on identifying the causes of pain. “We’ve built a whole display so that consumers can easily go up to it and easily identify what they’re problem is,” shared DiGiovanni. “Step 1 is to take the pain away, and Step 2 is how to get rid of the problem.” In addition to its new 2Step Program, Medi-Dyne’s website also offers a Pain Solution Center with comprehensive information regarding many common sports-related injuries.

Zamst is also stepping up its efforts to increase awareness through better information. “We offer our retailers a full interactive digital marketing strategy that starts with our Zamst iPad App that we have now extended to an iPhone App,” said Zamst’s Cleveland. “Zamst is the first in this category to ever release an App to educate and help the consumer and we think this is the most beneficial way to sell our product.

We also authenticate our product with grassroots strategies through orthopedic surgeons and long distance runners who have validated our technology and products.”

Shock Doctor’s Best believes that the future of sleeves and other sports medicine accessories looks good. But manufacturers have their work cut out for them in order to stand out in a market filled with tough competition. In the end, the consumer benefits from improved products and a greater variety. “It’s a competitive marketplace for sure,” he concluded. “The uses and technologies of sleeves are going to continue to grow. It’s hard to see where it’s going to go, because it seems that with each passing year, the awareness of them and the usage of sleeves for more sports seem to keep evolving quickly. I’m interested to see where it goes from here.” ■

25 YEARS SPORTSONESOURCE.COM

47

CALENDAR TRADE ASSOCIATIONS | BUYING GROUPS

For full year calendar go to sportsonesource.com/events

Photo courtesy Zeal Optics

APRIL

AUGUST

7-8 SFIA Litigation & Risk Management Summit

Phoenix, AZ

6-9

14-16 22 SFIA/NFHS/NCAA Rules Committee Meeting

Indianapolis, IN 27-30

N.S.G.A. Mgmt. Conference Indian Wells, CA

JUNE 11-12

Altanta Shoe Market Atlanta, GA

17-19

Licensing International Expo Las Vegas, NV

26-28

Sports, Inc. Summer Team Dealer Show Nashville, TN

JULY NBS Summer Market Austin, TX

10-13

European Outdoor Trade Fair Friedrichshafen, Germany

15-17

ASI Chicago Chicago, IL

18-20

A.D.A. Spring Show Reno, Nevada

48 APRIL 2014

Sports Inc. Outdoor Show Nashville, TN

SEPTEMBER 3-8

NBS Fall Semi - Annual Market Fort Worth, Texas

4-6

Imprinted Sportswear Show (ISS) Orlando, FL

10-12

Interbike International Trade Expo Las Vegas, NV

16-17

SFIA Industry Leaders Summit Chicago, IL

OCTOBER 7-9

8-11

Outdoor Retailer Summer Market Salt Lake City, UT

OIA Rendezvous Asheville, North Carolina

NOVEMBER 3-5

NBS Fall Athletic Market Ft. Worth, TX

15-16

A.D.A. Fall Show Palm Springs, California

23-25

Sports, Inc. Fall Team Dealer Show Las Vegas, NV

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

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SORBOTHANE® INSOLES ARE 100% MADE IN USA

Brushed Fabric Cover Wicks Moisture

Poron® Liner Adds Cushioning

Over 30 Years of Protection and Pure Sorbothane Comfort

Contoured Air-Infused Base For Support

®

Sorbothane® Gel Metatarsal Insert Returns Energy

Sorbothane® Heel Insert Cushions Impact Shock & Provides Comfort

Ultra Sole

™

Available Now - Call 800.838.3906 To Order Or For Additional Information On Sorbothane® Insoles

sorbothane.com

insoles@sorbothane.com

50 APRIL 2014