VO LU M E 47 I I S S U E 1 1
N OVE M B E R 2014
Volume 47 I Issue 11
November 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
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Chief Information Officer Mark Fine mark@sportsonesource.com 561.615.0240
Contributing Editors Scott Boulbol Fernando J. Delgado William F. Kendy Charlie Lunan
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Katie O'Donohue Southeast/Midwest katieo@sportsonesource.com 828.244.3043
Director, Client Solutions Catherine Smith catherine@sportsonesource.com 303.997.7302 Director, Market Research Bethany Ehlert Cooner bcooner@sportsonesource.com 303.997.7302
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GIVING BACK 4 Athletes Helping Athletes SGB Q&A 10 The Passion of Fandom Raphael Peck, President of Fanatics Apparel at Fanatics, Inc.
NOVEMBER 2014
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Jake Klouser, 15, (center) smiles during the annual Athletes Helping Athletes Holiday Tournament game at Council Rock North High School in Newton, PA. Photos courtesy Athletes Helping Athletes
ATHLETES HELPING ATHLETES Teamwork and community take on a new meaning with Athletes Helping Athletes, a non-profit organization that connects special needs athletes with peer volunteers through shared athletic experiences. By Fernando J. Delgado and Scott Boulbol
I
n Pennsylvania, young athletes are sharing their love of sports with those less fortunate. Rick Leonetti, Sr., founder and president of Athletes Helping Athletes, Inc., has been influenced by his own experiences with high school sports and giving back the community in a life-affirming way. The results of his efforts are truly inspiring. One of the most uplifting stories that reflect the spirit of Athletes Helping Athletes (AHA) is that of Kevin Grow, an 18-year old high school senior with Down Syndrome. Grow, who has been involved with AHA for more than 10 years, had been the team manager for the Bensalem High School boy’s basketball team for four
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years. On the school’s Senior Night this past February, Grow was given a chance to play, and he responded by hitting four 3-pointers and scoring a team-high 14 points. His performance electrified the crowd and brought the entire Bensalem High School community together, and his story was picked up nationally by ESPN. Following his big game, Grow was signed to a two-day NBA contract by the Philadelphia 76ers and given a chance to play with the Harlem Globetrotters. It is such a sense of inclusion, community and giving
“The mission is to connect special needs athletes with typical high school, and sometimes college, student-athletes." - Rick Leonetti, Sr.
that defines Athletes Helping Athletes in helping special needs individuals in the Philadelphia area. The aim of Athletes Helping Athletes is to better the lives of special needs athletes by connecting them with mainstream student-athletes in a spirit of friendship for their mutual benefit and inspiration. Started in 2002, AHA has fostered awareness and community support for special needs athletes through inclusion in local school athletic functions. Frequently, the organization helps make special needs athlete’s part of the team when they serve as Honorary Team Captains at home games of participating schools. In addition
Rick Leonetti, Sr., founder and president of Athletes Helping Athletes, Inc., with Kevin Grow, an 18-year old high school senior with Down Syndrome who electrified the Bensalem High School boy's basketball team when he hit four 3-pointers and scored a team-high 14 points. The story was picked up by ESPN and Grow was signed to a two-day contract with the Philadelphia 76ers and a chance to play with the Harlem Globetrotters all due to his involvement with AHA for more than 10 years.
to offering extra-curricular events and activities centered on shared athletic experiences, AHA also provides funding to special needs organizations that offer opportunities to special needs athletes by encouraging their desire to participate in sports. “The mission is to connect special needs athletes with typical high school, and sometimes college, student-athletes,” said Leonetti. “We have special needs kids serve as honorary team captains at home football games, soccer games, baseball, softball, volleyball, some lacrosse, some field hockey, some tennis - pretty much all the sports that are involved with a school. Football is our most dramatic presentation because they actually hold hands with the captains of the football team and they walk out for the coin toss at midfield. The referees often know the kids, and the referees will frequently let the kids toss the coin, and sometimes
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even call it for the home team. When the kids hear their names announced, they turn to the crowd, and they love the acknowledgement. Their parents get to sit in the stands and they appreciate that their child is included. And that’s a key word – included. Inclusion is something that everyday kids can take for granted. It’s been an amazing thing to witness.” Athletes Helping Athletes supports several special needs programs, many based in the Bucks County, PA area. Among them is the Special Olympics of Bucks County; TOPSPORTS, a program that provides athletic and social activities for special needs children and their families; and Camp PALS, an organization that pairs young adults with Down Syndrome one-to-one with volunteer counselors and that helps campers spend a week on teams. AHA also works with sport-specific groups such as the Bucks County Admirals, a special needs ice hockey organization; the Miracle League of Northampton, a baseball-softball league for special needs children; as well as multiple therapeutic riding programs. A key part of Athletes Helping Athletes is its Honorary Captains Program. As an Honorary Captain, each special needs child is introduced to the crowd before the start of a game and participates in a coin toss or pregame activities. The bonds that are formed between the special needs children and their peer athletes are heart-warming, as the Honorary Team Captains truly feel a part of the team, and athletes experience an often life-changing, new perspective after witnessing the sheer happiness of special needs children becoming involved with a team and the greater school community. Leonetti shared that the idea for Athletes Helping Athletes was born out of his experiences at his high school alma mater in Philadelphia, PA. Students at Cardinal Dougherty were ethnically diverse, and many of Leonetti’s classmates came from economically challenging backgrounds. His experiences in high school contrasted
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"The bonds that are formed between the special needs children and their peer athletes are heart-warming, as the Honorary Team Captains truly feel a part of the team, and athletes experience an often life-changing, new perspective after witnessing the sheer happiness of special needs children becoming involved with a team and the greater school community." - Rick Leonetti, Sr. quite drastically from that of his three sons many years later during their own high school days. Oftentimes, his sons would come home with gifts - gear, apparel, travel bags, and other items - from booster clubs at their suburban high schools, something that never would have happened during Leonetti’s time at Cardinal Dougherty. “Our kids never asked for those gifts, but it always brought me back to those Cardinal Dougherty kids who didn’t get anything,” he recalled. Eventually, Leonetti was asked to become president of the new booster club at his youngest son’s high school. With his own high school experience in mind, Leonetti decided to lead the booster club with a different approach - one rooted in spirit of giving. “I wanted to change some things,” Leonetti continued. “Our banquets were no longer going to be at the country club. Our kids were not to receive gifts anymore. But what we wanted to do instead was raise some money for a charity. Someone brought up Special Olympics of Bucks County. We voted, and that’s what we went with. But instead of just raising money and giving it to the charity, we thought we should get involved.” With that initial booster club, the seeds of Athletes Helping Athletes had been planted. A group of 8-to-10 special needs children attended school football camp over the summer, with the boys acting as managers and girls spending time with the cheerleaders at their respective camp. Seeing the impact of the program, the school’s boy’s basketball coach asked to get involved, and then the girl’s basketball coach followed suit. Over the course of a few years, the program grew and saw success. Athletes Helping Athletes incorporated in 2008, allowing the program to spread to other high schools. AHA now has 27 high schools involved, with several more interested in becoming involved next year. Leonetti hopes that the charitable effort continues to expand. “It’s imperative that we grow outside of Bucks County, Montgomery County, and Philadelphia,” he stated. “I would love to see it in every high school in the country, I really would.” The benefits of AHA go beyond individual game day experiences. Leonetti has seen school communities grow stronger through awareness, as well as become more sensitive to the perils of bullying. “When we go
"AHA now has 30 high schools involved, with several more interested in becoming involved next year... “It’s imperative that we grow outside of Bucks County, Montgomery County, and Philadelphia. I would love to see it in every high school in the country, I really would.” - Rick Leonetti, Sr. sponsors and donations. Tax-deductible donations can be made via check and through PayPal. PayPal donations can be made directly through the Athletes Helping Athletes website ataha-inc.com. AHA’s Facebook page can be found at facebook.com/AHAInc. At the end of the day, special needs athletes aren’t the only ones benefitting from the charitable effort. Volunteers find that their lives have been enriched as a result of participating in Athletes Helping Athletes. “Kids write their college essays based on how this experience has changed their lives,” shared Leonetti. “A coach who gets their kids involved in Athletes Helping Athletes, or really any other type of charitable project for the community or for someone less fortunate, is a better coach. Because they’re teaching their kids about life.” A21856_7a_NFSB_SGB_4pgV.indd 10.17.14 Epson HP
into those school buildings, those special needs kids are highfived by the football players, the basketball players, the soccer players,” he observed. “So all those students who are non-athletes see this and they say, ‘Wow, if the cool kids are accepting them, we should, too.’ So bullying has been cut down in a lot of the schools that we’re in. I’ve heard from a lot of athletic directors, coaches, and teachers that it makes a word of difference.” In addition to Honorary Captains Program, Athletes Helping Athletes also hosts a Football Fun Night, Basketball Fun Night, and Baseball Fun Day. According to Leonetti, AHA gets as many local high school teams that are willing to travel to bring players and cheerleaders. The volunteers act as buddies for the special needs children, while also manning activity stations. “These teenagers want to give up their Friday nights to spend time with these very special kids,’’ said Leonetti. “It’s just incredible.” This upcoming fall will also feature the Annual AHA Benefit Golf Outing, which will include 100 to 140 golfers. A typical Golf Outing will raise between $18,000 and $25,000, which goes directly to AHA’s designated Special Needs Programs. As with any charitable organization, AHA is dependent on
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AHA has been very successful in and around Bucks County, PA, but they’re determined to spread the program around the state, region, and ultimately the country. And recent developments suggest AHA is on track to do just that. And maybe even more. Not only has the number of high schools with AHA programs grown to 30, but the types of programs have also expanded. "Along with growth," said Leonetti, “we have evolved.” For instance, while official high school hockey programs are not as prevalent as football or basketball, there are plenty of hockey clubs in area schools, and that’s been one of the big growth areas for AHA. Four of the AHA schools have also added club hockey to their participating sports, and many more are interested, according to Leonetti. The hockey programs operate along the same lines as the other sports, where a special needs student is an honorary captain for a game. But rather than flipping a coin, these students get to actually drop the first puck for the game. The clubs also host Friday night “Fun Skates” where student athletes skate with and instruct the special needs’ students on skating technique, etc. And in an even bigger evolution, the program has branched out into the equestrian world, too. AHA received a $5,000 grant to begin operating in equestrian programs in the area. The money helps pay for riding and instructional fees for special needs kids, and to help with upkeep for the animals that they ride.
Jen Slivka and AHA participant Sammy Moyer
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But a new growth paradigm has also taken shape in recent years – almost completely unexpectedly – that Leonetti hopes will help the program spread not only to a wider geographical area but also from the high school level to college. Three years ago, when one of AHA’s participating student athletes was heading off to college, she told Leonetti she was going to try to start a program near her new home in State College. He was delighted, but he said he’s been told this before to no avail. But Jen Slivka pulled it off. She was determined to share the many rewards the program had given her and the others. “I have found AHA to be a tremendous opportunity to get involved in the lives of people with disabilities and to help the community recognize them for all of the amazing things that they do every day,” explained Slivka. So she went to work in her new locale. “What Jen did was amazing for a 19 year-old!” said Leonetti. “She called and set up an appointment with the Superintendent of the State College School District, who put her in touch with others who could help her. She was so thorough that when I drove the three-plus hours up to State College for a meeting with the Athletic Director, the AD stopped me two minutes into my speech and said ‘Whatever Jen needs, or wants, she has my blessing.’” Slivka’s efforts and determination – and a deep commitment to the ideals of AHA – paid off, with multiple programs over the last few years at the local State College High School. “Over the past few years we have had honorary captain ceremonies for Men's and Women's Basketball, Men's Volleyball, Wrestling, and Football,” she said. “But we also have received a lot of interest from other coaches at State College High as well.” So far Slivka is the only student who has followed up on the promise, though many have shown interest. But Leonetti is more confident now that her success should bode well for future ventures as well. And he’s hoping, too, that this may also lead to the students’ new colleges taking on the program – a goal he’s long held for AHA. And there’s reason to be hopeful. “Many students talked about [doing what Jen did], but few have followed up,” Leonetti admitted. “Until the past few weeks, that is - some of our local smaller colleges have had former AHA high school volunteers ask their coaches and AD's to look into bringing AHA to their schools. I have tentative meetings with at least four to five local colleges.” They’re looking into NCAA rules to make sure there are no conflicts, but he’s confident they’ll make it work at the next level. Leonetti continues to maintain hope that the program will spread across state borders, perhaps into New Jersey and Delaware next, and ultimately across the nation. “I hope that in 10 years this will go national, because I see the benefits it has for both populations of kids.” ■
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SGB Q&A
THE PASSION OF FANDOM By Fernando J. Delgado
Raphael Peck, President of Fanatics Apparel at Fanatics, Inc.
F
rom A Business Standpoint, What Has Made Fanatics, Inc. So Successful? Our vendor partners are one of the keys to our success. These are the companies that offer us a world-class assortment and a product mix that effectively is wider than any of our competition. They ensure that we have the right products at the right time for our fan base, which is so critical in terms of how quickly trends change in the sports licensed business. We have the brand base that is always offering us great products to buy and, in turn, to offer to our fans. Product and choice is king. Our vendors deserve a lot of the credit for some of that success. Secondly, it’s really about our people. If you look at the last 12 to 18 months, the management team at Fanatics has been upgraded to a world-class executive team with an enormous amount of experience. We have retooled the organization from marketing, to merchandising, to logistics – top to bottom. And then when you look at our employee base, they are fans, too. They have a passion for sports, and they’re empowered to make decisions. We’re really lucky, because we end up hiring fans and people who are passionate - and love - what they do and just do a great job. Our employees are passionate fans and they are diligently driving to grow our consumer base inside the sports licensed business. I think that’s really important. Another key to our success is our strategic mechanism in garnering licensing rights in partnership with the [professional] leagues to offer fans an incredible experience and product assortment. This makes us special in terms of our ability to offer a wide assortment relative to our rights. Really, it’s our vision for growth, and creating an experience for the fan that capitalizes on their fashions and their loyalties. We get it, we love it, and we live it. These partnerships are what allow us to tell fans great stories and push the innovation needle.
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SGB spoke with Raphael Peck, president of Fanatics Apparel at Fanatics, Inc., to get a behind-thescenes look at the leading online retailer of officially licensed sports merchandise, how the company approaches the licensed sporting goods market and how it reaches passionate – and fast-moving – fans.
Our vision for the future is verticalization. It’s a large piece of the puzzle as we manage through speed of change, and our ability to react to a fans’ desire for new product or a change in team and player performance. We strive to listen to the fan in a more effective manner. This is about options, speed, color, brand mark, and an array of options to personalize or customize. What Are Some Interesting Trends That You've Noticed Recently That Are Impacting Fanatics' Business? When it comes to identifying trends, it’s easy to lean on the product piece – newer products and technology in products. But the biggest trend we see isn’t necessarily a product trend. It’s really about the shift to mobile and how much of our traffic is now going to the mobile business. I’ll put this into perspective. Our fan base is using their mobile device to access information and purchase quicker than they ever have before. The thing about sports fans is that they’re absolutely connected to their device, and the way they consume information is at high speed. We’ve looked at maximizing this trend by, number one, bringing in some of the best talent in the Bay Area along with the creation of our new offices – where I sit – in San Francisco. We have new offices here in the South Market Street area to maximize and attract the very best talent in mobile. But if you think about
what these guys are doing, they’re really tackling problems to address the shift. The shift of how you purchase on a mobile device, how you maximize on-screen size and image size to maximize conversion, and how to keep people on the site longer to increase conversion. I think the mobile piece is the biggest shift in the business, and it’s happening really, really quickly. How to maximize on that traffic is a critical trend for us. I’ll give you a couple of examples. Our mobile traffic spiked more than 70 percent after the Super Bowl, World Cup, or March Madness. So think about the critical 12 to 24 hours during and after those events and what happens to all of that traffic. That’s when the passion of the fans is at its highest. Many people can’t get to their desktops and can’t get to their tablets, but they can reach for their mobile device. How do you maximize that, and what do you do with that traffic? I’d day that’s probably the largest piece. Another big trend we’re seeing is personalization and customization. And we love that because a big part of our team’s vision is to address this idea that everybody wants to be different. This can be very challenging because, in the end, teams are made up of their name, their number, and their color. How do give people the opportunity to be part of this culture of team but also create personalization and customization? We are aggressively addressing verticalization opportunities to give the fan the chance to design and configure their own product, as well as create efficient technology platforms so that they can pick a sport to put on the front of their shirt as well as put a name and number on jerseys, fleece, qne t-shirts. This is really important, and a point we want to make. Not only do we see that it’s an important trend, but we love the idea of personalization and customization because we’re a technology and product company. What that platform allows us to ultimately do is to reach the fan and keep them engaged in our site for that much longer. Once they’re engaged that much longer, they tend to make multiple sport-licensed purchases. And they also tend to come back more often based on the fact that you offered them a custom or personalization opportunity.
outhouse in 15 minutes flat.” And that creates an enormous amount of challenges. I would say the largest issue in the licensed sports business – that’s different from the branded business – is the robust way in which you plan and manage your inventory. There are two critical components to what you need to look at. Number one is that you want to end every season with an efficient inventory turn. Excess inventory can often result in a much lower-margin business and less profitability. How you end a season reflects on how you start a season, and that interrelates to inventory and the choice that you ultimately make. General lack of predictability is a huge challenge. The second issue, and it’s related to inventory as well, is how do you create incremental opportunities by maximizing your inventory product life cycle in order to capture every sale that’s out there? And for us it’s less about capturing the sale and more about how Fanatics, Inc. looks at it, which is we don’t want to disappoint any fan. When you shop Fanatics or our partner sites, we want to make sure we have the best assortment, greatest value in price available, and we want to have your size, your color, and your team in stock. This is very delicate because, at the end of the day, the sports licensed business has many more styles and SKUs than are available with the traditional branded business. For example, think about the branded business and think about a basic running t-shirt that comes in three different colors and ships three different times in one season. That basic running tee probably releases averaging nine colors over six months. If you took that same example for a collegiate team t-shirt, you’re probably taking that one design and have to find a way to probably build it in up to 26 different colors with over 300 different collegiate logos on the front of that shirt - and then find a way to re-invent it twice a year. So the scale and scope of what we’re dealing with is so enormous compared to the branded business that it creates extra levels of challenges as it relates to how you manage your inventory life cycle and the amount of designs you want to make available to the consumer. We see this at Fanatics as a massive opportunity to begin to shift the model towards making sure that we have the right product and that we can manage through our inventory in an effective way so that at the beginning of each season there’s always fresh, new, great stories available for our fan base.
What Is The Outlook For Fanatics Over The Remainder Of 2015? Which Products And Categories Do You Expect To Sell Well During This Holiday Selling Season? We see both organic and incremental growth this year, and we remain bullish on the remainder of the year, which is critically important because that period is what we call a perfect storm – there’s college football, MLB Playoffs, NHL, and NBA seasons starting, and then of course there’s the NFL in mid-season. And in the midst of all of that, there’s Thanksgiving and Christmas; which, of course, really What Are Some Challenges Of The Licensed Retail Business That Might Be Surprising creates some interest and excitement. To People In Other Parts Of The Sporting Goods Industry? We’re continuing to listen to the fan. Through that, we’re looking Nobody has a crystal ball. The biggest issue with the licensed sports business is the lack to expand our product offerings and create ways to reach our of predictability. We always say, “A team and a player can go from the penthouse to the consumer fan base in a much more meaningful way. The way we use
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our data with regards to the fan becomes really important in terms of where the trends are and how you ultimately speak to them. Our jersey business continues to trend very well for us. And inside of the jersey business, I’ll just call out again that personalization and customization continues to trend very, very well for us. It gives our customers the opportunity to come and shop for something unique and makes for a great gift-giving item over the Holiday season. Superstars In The Pro Leagues Are Obviously Always Big Sellers In Terms Of Jersey And Licensed Team Merchandise Sales. Has There Been Any Sort Of Pickup In Lebron James Jerseys Since His Move Back To Cleveland? With Derek Jeter's Recent Retirement And The Fanfare Surrounding It, Have You Noticed Any Uptick In Jeter-Related Merchandise? Superstars are a part of the fabric of our culture. Everybody needs a hero, and that hasn’t changed. I think what has changed is the speed and the scale of media and what that does to create social platforms to make and break superstars. Again, there’s no crystal ball here. At the end of the day, though, the metrics don’t change around this particular rule, which is - if you’re winning, we’re selling. And so great performance, and winning, is what this is all about. That’s what we’re seeing when you think about some of the biggest recent stories this year. Let’s take a look at Cleveland and the NBA. We’re excited about the Cleveland Cavaliers business. As a result of LeBron’s decision to go back home, LeBron’s been our top-selling
NBA player this year, and the Cavs have been our topselling team overall as well. Which is pretty remarkable relative to a superstar moving teams. To put that in perspective, just in September, the Cavs business was up more than 450 percent versus the same period last year. That’s a metric and a statistic that’s remarkable when you think about the importance of a superstar of LeBron’s caliber moving teams. Another great example is Derek Jeter who was the feel-good story of Major League Baseball this season. That’s generated an enormous amount of interest. Derek has been the best-selling player on Fanatics.com overall since April 1st. Clearly, he’s one of those superstars, just like LeBron, that crosses geography. These athletes aren’t just New York or Cleveland-driven. [As of October 1], Jeter merchandise overall is up over 1,000 percent in sales versus the same period last year, so that’s another incredible statistic. When you think about Jeter, there are fans in all 50 states and more than 30 countries that are buying Jeter products. Guys like Jeter and LeBron are global icons, and therefore they’ve literally helped our sales. We love these stories. They’re feel-good, and we want to be able to offer an incredible assortment to help the fan to be part of these stories. ■
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B E S T P R AC T I C E S
HEY BUDDY, CAN YOU SPARE A DIME? By William F. Kendy
A
t the end of the day I always seem to have loose change in my pocket and so I drop it into the coin jar when I get home. The jar was recently full, so I took it down to the store and dumped it into the coin sorter. Much to my surprise, I had collected a little more than $9. It wasn’t enough to take a vacation on, but it could buy a couple gallons of gas or a casual lunch. How much loose change do you have hanging around your store that could be turned into profitable dollars? Here are examples of loose change you may not be thinking about. 1. Catch You Later How many times do you do something for a customer and say, “Don’t worry about how much you owe me, I’ll catch you next time.” I’m not saying you shouldn’t provide some free service every once in a while to loyal customers, but be aware that you are not a charity. If you do service work and repairs, there is nothing wrong with charging a nominal fee for time on task.
3. Turn Your Inventory You need to turn your inventory at least three times a year if you want to maintain positive cash flow and make real money. Get into the “out with the old and in with the new” frame of mind. Don’t be emotionally attached to your merchandise - start viewing it like furniture or your retirement. Collecting dust doesn’t pay the bills. On the other hand, don’t stock so close to the bone that you have a significant amount of unfilled shelf space or empty pegs. Develop an “open to buy” system so you know what your main sellers are by category and what the optimum number of products are that you need to have to fulfill customer demand and offer a good selection for a period of time. 4. Clutter Up Your Register Area I know it may sound rather illogical, but the more selections for impulse purchases you offer the better off you are. The merchandise doesn’t have to be directly related to what you sell. Ace Hardware and Action Auto stores in our market are perfect examples. Both retail stores offer candy, gum, pocket knives, power drinks, batteries, jerky, bumper stickers, key chains, all kinds of stuff… and Ace even offers popcorn. People often buy on impulse and there are high margins to be made on impulse items.
5. Discount Tables Customers love a bargain. They may not really have a need but if it looks like a good deal and it doesn’t cost an arm and a leg, there is a good chance they will pick it up… just because and buy it. I know a retailer who set up a table at each of his two entrances and those tables alone accounted for nearly 2. Discounts And Deals five percent of his total store sales. Always take advantage of, or negotiate for, datThe key to discount tables is to progresing and terms or special manufacturer/whole- sively mark down merchandise and regusaler deals and programs. Make sure that your larly refresh or rotate product.
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6. Staff Scheduling Scheduling is tricky because you never know when customers are going to walk in your door. Still, if you have any history at all, you should have a pretty good idea of when customers are going to visit your store. In the tax business, depending on the volume of the tax office, the rule of thumb is to have at least one tax professional and one customer service person on hand at all times. Most customers come in between 4:00 pm and closing time and the closer you get to tax day, weekends start booking up solid so staffing needs must be adjusted accordingly. You don’t want to have a lot of staff standing around doing nothing but you have to have enough personnel on hand so that customers don’t feel they are being ignored. If that happens, they will walk away and you will have missed sales opportunities.
COMPRESSION FIT
7. Add On Sales It can’t be emphasized enough the importance of suggestive selling at the register. Having spent a couple of years working out-of-town at a full-time job away from family and friends, I didn’t have much to do on my time off and I couldn’t hang around with the people at the office 24/7, so I took a part-time job at an upscale market. We clerks started a fun competition to see who could sell the most addons. No item would be an expensive purchase - just standard convenience store fare. For example, when someone came for their morning cup of coffee at $1.25, we would suggest a donut, breakfast sandwich, banana, orange juice, and/or a newspaper to go along with it, not to forget candy bars. Not everyone took the bait, but enough customers did to increase our average unit of sales and we had a positive affect on the store’s bottom line. It’s not hard and the worst a customer can say is “no thanks”. At the register a customer can’t get away and you can’t make a sale until you ask…and everyone needs accessories. Keep up-to-date on your inventory. A firearm retailer who I know received a shipment of brightly colored soft gun cases. They sold like hotcakes for a while and then the excitement and enthusiasm wore off and they were relegated to a back room where they were forgotten. The owner found them, cleaned them up, re-priced them, promoted them with signage, displayed them on an end-cap and within a short period of time they flew out the door. What do you have piling up in your back room collecting dust and not generating cash flow? 8. Co-Op Advertising And Territory Development Funds Co-op adverting is where a manufacturer helps a retailer in advertising based on the amount of net purchases that retailer makes of the manufacturer’s products. Co-op must be equally proportional by dealer level. If a retailer is top of the pack, they may receive a better program than a smaller volume retailer…but that retailer must receive the same consideration as other retailers in that level. Co-op programs can range from two to four percent reimbursement and if a retailer doesn’t take advantage of the program, it is the same as throwing money away. Territorial development funds are earmarked to help dealers and do not have to be offered equally and fairly. Most of the time these funds are awarded based on sales, potential and clout, the merit of the request…and your rep. If you want to seriously be considered for territorial development funds, you need to put together a detailed proposal and submit it at least six months prior then your projected start date. Nickels and dimes all add up to dollars…especially forgotten ones. ■
HIKE FAMILY OWNED
USA|MADE
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Fashion Runways Reinventing Fandom Sublimation, color blocking, textured and slub fabrics are just some of fashion’s influences working their way into fan apparel. By Thomas J. Ryan
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ack in the day, Starter satin jackets, Mitchell & Ness retro jackets, and any old replica jersey were their own fashion statements. Now, much of the fashion in fan apparel is coming from 7th avenue. Blame the athleisure trend, is fashion’s latest buzzword for apparel that can be taken from the gym to the street. Following on the success of Lululemon, Under Armour, and other athletic firms, fashion houses have been infusing athletic fabrications such as stretch fabrics and moisturemanagement technologies into their mix. At the same time, Nike and other athletic giants are upgrading the fashion quotient on their workout wear. With both pushes combining, functional and comfortable athletic styled apparel are what people are expecting for their everyday wear and what they also want it in their fan wear. Here, a few takes on fan wear trends and upcoming offerings for 2015.
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American Needle Uncle Charlie Shirt
TOUCH BY ALYSSA MILANO Marta Brandysiewicz, the designer of Touch by Alyssa Milano, said the brand, owned by G-III Apparel, continues to rework traditional sports jerseys into more feminine silhouettes through the use of color blocking, oversized graphics, reimagining proportions and playing with new fabrications. Textured or slubbed fabrics, Lurex flecked fleeces, burnout patterns are being increasingly used to create interest in the garment for women. Sublimation prints also remain a strong trend. Said Brandysiewicz, “We are seeing a lot of this in the market and came up with our own interpretation that has a softer color and is on more fashion forward silhouettes.” Other emerging trends include mixing media on graphics as well as infusing sports products with feminine touches, such as lace inserts, crochet ties, velvet trims, and twisted bindings. Attention to details, such as interesting cut lines and bias cutting for better drape, are also essential, not to mention the importance of fit. Said Brandysiewicz, “We pay special attention to fit - fitting extensively throughout the design/development process so that each piece is flattering and comfortable.” For 2015, highlights for Touch by Alyssa Milano include the Fade Route Hoodie, $65, a relaxed fit, pullover hoodie with cocoon hood and distressed metallic/team logo combo print. The item is heavily washed and brushed for a vintage look and soft hand feel. The Fade Route Pant, $60, is a relaxed fit, straight leg pant with fold-over ribbed waistband and distressed metallic/team logo combo print on the left leg. The MVP Sweater, $80, is a fine gauge, color-blocked sweater with contrast color intarsia on the chest and contrast color panel on the back. Touch by Alyssa Milano is also coming out with its first maternity line. A highlight is the Half Time Tee, $45, a scoop neck, color-blocked tee with contrast color sleeves and neck binding. Contrast color lace inserts and printed stripes line the sleeves. Other details include a water-based ink print and embroidery combo at the chest, ruching at the side seams, and a longer-length front hem to fit a growing baby bump.
From left to right: Touch by Alyssa Milano Fade Route Hoodie, Fade Route Pant, MVP Sweater and Half Time Tee
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100 percent ring spun combed cotton, the Scrum Basic Tee, $38, has a soft puckered feel and features a vintage distressed screen print. On the cap side, a highlight for ’47 Brand is the Royal Big Shot Snapback, $28, a two-tone snapback cap made from an 85/15 wool blend and featuring a raised embroidered front logo, embroidered league logo on the side, and a Kelly Green undervisor for a bright, crisp look.
’47 Brand Tom Lanzilli, design director at ’47 Brand, said fan apparel is again being reimagined with fashion houses paying more attention to athletic cuts and fabrics. “With runway currently embracing sport, it gives us the opportunity to explore athletic looks though a fashion lens,” said Lanzilli. “This is especially true for women’s fan apparel.” On the fabric side, a particular inspiration for ’47 Brand has been texture overall. Said Lanzilli, “Mixing and matching can lead to some fun design. We’re seeing this trend in everything from fabrics to appliqués.” Made from 100 percent ring-spun combed cotton, ’47 Brand’s Debut Tee for women, $45, has a soft puckered feel and features a contrast yoke, sewn sleeve stripes, and a vintage distressed screen-printed graphic on the chest and sleeves. For men, the Gray Calgary Cuff Knit, $20, is made from 100 percent acrylic yarn and features a stripped pattern, large pom-pom and raised cotton embroidery logo. Made from Gray Calgary Cuff Knit
'47 Brand Debut Tee
MAJESTIC ATHLETIC Majestic Athletic is replacing all of its replica offerings for the upcoming MLB seasons in what will be its largest consumer jersey launch in years. Dana Parker, VP of merchandising-licensed sports group at VF Corp., the parent of Majestic, said the changes came directly from consumer insights. Fans liked the replica looks and styling but many had issues with fit. Particularly, men felt the jerseys were “heavy and big” and women felt the jerseys were “”boxy, wasn’t tailed, and also heavy.” The heaviness and lack of breathability was especially uncomfortable on game days during the dog days of summer. The updated versions are lighter, tighter in some spots and feature Majestic’s Cool Base technology that wicks away sweat. On the women’s side, the Cool Base Jersey, $80 Player/$60 Blank, features a full or left chest official logo printed tackle twill decoration, tagless neck label, and Cooperstown woven locker tag, athletic modern fit and 100 percent polyester Cool Base. The women's Short Sleeve Curveball Babe Deep V-Neck Tee, $40 to $45, features contrast color sleeves and neckband, self-fabric back neck tape, contrast color piping at side panels, team wordmark
Majestic Athletic Cool Base Jersey and Curveball Babe Deep V-Neck Tee
Scrum Basic Tee
Royal Big Shot Snapback
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screenprint with foil decoration and heat set stones, foil sleeve stripes, and woven label in a 100 percent polyester interlock. On the men’s side, the 3/4 Sleeve Power Hit Crew Neck Ringer Tee, $34, touts contrast raglan sleeves, a shirttail hem, team logo and wordmark weathered screenprint with Majestic woven label in a 50/38/12 polyester/cotton/rayon twisted slub.
Majestic Athletic 3/4 Sleeve Power Hit Crew Neck Ringer Tee and Cooperstown Cool Base Jersey
The men’s Cooperstown Cool Base Jersey, $100 Player/$80 Blank, features a full or left chest official logo printed tackle twill decoration, tagless neck label and transfer locker tag, center back neck MLB silhouetted batter patch, athletic modern fit, and 100 percent polyester Cool Base fabric. On the NFL side, Majestic’s Hashmark Short Sleeve V-Neck Fashion Top, $60, plays up contrast shoulder piecing and sleeve piecing, set-on sleeve stripe, side vents, team wordmark, player name, and authentic player number screenprint with woven label, and 100 percent polyester double knit mesh.
MITCHELL & NESS Mitchell & Ness sees sports inspired silhouettes permeating into both fan apparel and street wear. “The 1980s and 1990s throwbacks continue to evolve and be a dominant trend in menswear,” said Sondra Murphy, manager, lifestyle design & development. “Anything ranging from printed tees/fleece, 90s typography, team championship graphics, satin jackets, and jersey silhouettes reign supreme.” Highlights for Mitchell & Ness include the NFL Cornerback Longsleeve and NHL 1st Period Longsleeve, $80, made of heavyweight cotton jersey with detailed color blocking and high quality embroidered logos. Other details include self-fabric shoulder yoke and elbow patches, side seam vents, and vintage garment washing. Added Murphy, “These styles have a jersey aesthetic which our customers respond well to, both at a fan and street wear level.” Mitchell & Ness NFL Cornerback Longsleeve shirt
NHL 1st Period Longsleeve
Majestic Athletic Hashmark Short Sleeve V-Neck Fashion Top and Draft Him Short Sleeve Deep V-Neck Fashion Top
In women’s, the Draft Him Short Sleeve Deep V-Neck Fashion Top, $55, features contrast color piecing at neck band, shoulder yokes, and side panels, a drop tail back hem, team logo and team name screen print with foil decoration, city name heat set stones and woven label, and a 100 percent polyester flat back mesh. “They’re great fashion silhouettes,” said Parker. Overall, Parker said synthetics are becoming more of a standard fabrication for men and women that are often lighter and more breathable. At the other end of the spectrum, “cotton rich” fabrics such as twisted slub and tri-blends with a texture look and soft feel are holding its appeal. Majestic is also expanding its big & tall and plus-size assortments.
For 2014, Mitchell & Ness took a pinstripe baseball jersey silhouette and offered it in NBA teams and this 'sport and silhouette flip' trend is forecasted to continue to be strong in the next year. Other highlights from Mitchell & Ness include the Assistant Coach Jacket, $90, an unlined jacket with elastic cuffs at the sleeve opening, vintage garment washing, and tailored fit. The NHL Team to Beat Crew, $85, accentuates a heathered body with solid team color sleeves, kangaroo pocket, and tailored fit. The NBA Technical Foul Reversible Mesh Tank, $65, is a two-layer reversible mesh tank. The outer layer has all-over sublimation but both layers have a center front chest screen-print. “All over sublimated graphics on tees, mesh tanks, and headwear appeal to our customers who are not afraid to make a statement,” noted Murphy. “The Henley silhouette also continues to be integral in menswear and has become a staple for Mitchell & Ness.”
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Mitchell & Ness NHL Team to Beat Crew Mitchell & Ness Assistant Coach Jacket
NBA Technical Foul Reversible Mesh Tank
UNDER ARMOUR From Under Armour, whose fan apparel is made by Gear For Sports, performance fabrics are not surprisingly a key focus. With the Novelty T, $45, Under Armour’s classic training t-shirt gets elevated with seasonal sublimated patterns. “This is the training t-shirt that started the ‘performance’ revolution,” said Emily Davis, brand manager, Under Armour at Gear for Sports, which is part of HanesBrands. “Now we've made it even softer and more comfortable. It's your go-to, in the gym and out.” Under Armour The Raid T, $35, utilizes HeatGear fabric Novelty Tee that is ultra-soft and smooth for comfort with very little weight. It also features a stretch-mesh underarm and back panels for strategic ventilation, four-way stretch fabrication that allows greater mobility and maintains shape, a Moisture Transport System that wicks moisture from the body, and anti-odor technology. The 60/40 Tee, $30, is 60 percent cotton for a soft, athletic feel but also 40 percent modal for enhanced next-to-skin feel. For women, the Space Tech V-Neck, $37, plays up Under Armour’s Tech fabric that
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From top to bottom: Under Armour Raid Tee, 60/40 Tee, Space Tech V-Neck, Verve Half-Zip
offers a soft feel and high-level of comfort. It also features lightweight brushed poly fabrication that provides a soft, comfortable hand, moisture transport and enhanced dry-times, and anti-odor properties. The women’s Verve Half-Zip, $70, features a soft stretchable fabric and high next-to-skin comfort. Other details include a half-zip front for extra coverage and on-demand ventilation, thumbhole, and scalloped detailing at the cuff, and drop tail for extra coverage. CONCEPTS SPORTS From Concepts Sports, which specializes in sleepwear, the Ladies’ Allover brings back the popular cuff bottom pant with printed team logo knit pant and updated with a slub knit top. “The design is accented with an athletic lace draw cord. A must have in any lady fan wardrobe,” said Denise Pierce, director of product development. “Slub
New Era acquired 5th & Ocean in 2009 and continues to make a bigger splash in fashion-forward women’s offerings although it now uses the combo 5th & Ocean/New Era label. Highlights include the cotton Short Sleeve Script Tee, $23, the Burn Out Retro High Neck Zip Up, $66, and Foil Script Long Sleeve Tee, $35.
New Era Winter Slouch Knit hat
Preferred Pick 9TWENTY Concepts Sports Ladies’ Allover
knit fabric has become a fashion staple adding dimension and texture for ladies tops.” Becoming a mainstay in a women’s wardrobe, leggings are seeing a bigger play in fan wear. Options include team logo prints or abstract tribal print with team logo. Coordinated tops are color blocked with a mid-fit body and cut to wear well with leggings. Added Pierce, “We offer both team color and fashion color pink and charcoal which are still very important to have in the mix.” Sublimation is also a big focus of Concept Sports’ overall collection of team yoga inspired looks. Said Pierce, “The graphics use gradients and a unique design to create great new looks using primary and secondary team colors. Drop shoulders, crop tops, dropped V-neck, and yoga inspired bottoms round out the mix.” For men’s sleepwear, bold team logos set off Concept Sports’ comfort fleece fabric with a soft hand and saturated color. Creative pattern repeats in the logo designs makes it a stand out. Said Pierce, “Our pant is a key style, but we also offer the classic union suit in this fabric, a real fan favorite.”
Heather 2 Tone Basic 59FIFTY
Original Fit Snap Doubler 9FIFTY Snapback
Burn Out Retro High Neck Zip Up
NEW ERA New Era is finding a big return to basics with cap styles such as the Winter Slouch Knit, $26, and Preferred Pick 9TWENTY, $22, for women and the Heather 2 Tone Basic 59FIFTY, $35, and Original Fit Snap Doubler 9FIFTY Snapback, $28, for men. “Things like simple logo treatments and basic colors create a cleaner style that consumers seem to gravitate too,” said Katie Kulczyk, corporate communications manager at New Era. ”In the men’s headwear section, you’ll notice our Original Fit 9FIFTY Snapback. This is a new silhouette for us. It’s features a squared visor and a high crown with a taper fit toward the back. It’s performed very well and is a trending style for younger male consumers.” Kulczyk said team colors generally drive New Era’s business. She added, “For women, pink offerings perform well. For men, black and darker tones do well.”
New Era Short Sleeve Script Tee
Foil Script Long Sleeve Tee
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From left to right: American Needle Sparks and Kinney Tee
American Needle Preston
American Needle Statesman
AMERICAN NEEDLE Daniel Parenti, director of brand development and product design at American Needle and Red Jacket, said the extension of performance fabrics; i.e., texture and pattern, is impacting vintage inspired apparel. “We pay high attention to not only sourcing unique fabrics and washes, but to the finishes and small details,” said Parenti. “Be it linen/ poly blends like the Uncle Charlie, uniquely knit french terry like the Preston or washed flannels in 100-year-old cap patterns like our Statesman, the market is gravitating toward
blending traditional silhouettes with new and/or updated takes on everyday fabrics.” From American Needle’s popular Wright & Ditson collection, highlights include the Deal, $72, a women’s cotton/poly french terry with a widescoop neck in grey raglan shoulders. Other details include team logo applique in felt and velour, fabric inset sleeve stripes, unfinished neck, ribbed knit open hem, and kangaroo pocket. Other playful looks coming from Wright & Ditson include Sparks, $50, a scoop neck sleeveless tee in heather grey with mesh team color insets on the shoulders, plastisol print team logo on
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American Needle Deal
the center-chest, and rounded hem. The Kinney from Wright & Ditson, $55, is a women’s wide crew neck half-sleeve tee with cotton/poly blend burnout fabric. For men, the Uncle Charlie, $52, from Red Jacket is a linen blend, threebutton Henley cut in a vintage baseball raglan with rounded hem and three-quarter length sleeves finished with horn colored buttons and a left chest screen-print. Red Jacket’s Preston, $75, is a cotton french terry knit in marled charcoal gray with sewn panels in reverse over the shoulders and around the hem, and includes a screen-print logo and stripes. From the American Needle label in caps, the Statesman, $38, is a washed flannel size panel unstructured cap with a vintage leather backstrap, soft visor filler, felt and cotton embroidered logo appliqué, faux leather sweat with team name embroidery, and green satin undervisor. Zephyr Dapper
ZEPHYR At Zephyr, Kevin Sloan, director of sales & marketing, said that fans are drawn to Zephyr’s creativity and innovation in its headwear. “Our goal at Zephyr is to not only follow trends but to take them to the next level by doing things other companies are either incapable of or scared to do,” said Sloan. “We feel following trends and maximizing our innovation and designs within those parameters allows our supporters to express themselves as well as differentiate themselves through our product.” Balancing vintage and urban fashion, the Dapper, $33, a tweed-focused hat with a soft hand pairs nicely with the heather gray melton wool under
them to tailgate, alumni functions, Greek parties, etc. Women really love our collegiate mini-shorts because they are cute and comfortable.” TOP OF THE WORLD On the performance side, Top of the World, the headwear specialist, is looking to build on the recent success it’s had with innovative and technical fabrics by incorporating more innovations that enable fans to stay cool and comfortable throughout the day. From left to right: Zephyr Synthesis and Lass visor
the visor. The Dapper features a brown cracked washed leather button and visor to match the backstrap. The antique brass eyelets are used to accentuate the overall vintage feel. For a high tech look and performance feel, the Synthesis, $35, is made from a high-performance black tactile material featuring a grey tactile under visor and piping. Sloan said this helps tie in the grey cross hatch screen-printed lines on the sides of the hat while adding just the right amount of dimension. The Synthesis features the primary team logo on the front of the hat with the team’s name embroidered vertically in team colors on the side. For women, the Lass visor, $25, is highlighted with a plaid pattern filled team logo with matching plaid under visor and back strap. “Women’s licensed product is increasing each year,” said Sloan. “We feel offering a style that is focused on women, but one they would wear every day, is the way to go.” LOUDMOUTH Loudmouth, best known for its “loud” golf wear, recently introduced a wide range of collegiate apparel. “When you wear Loudmouth to the game it's an experience. And students, alumni, and fans love to stand out and show their school pride,” said Larry Jackson, chief Loudmouth who is responsible for its collegiate division. “The more attention they can bring to the game, their team, and their school - the better.” Loudmouth offers a wide range of items from skirts and mini-shorts, frogwomen to golf pants, and shorts and jackets for Loudmouth men at prices ranging from $85 to golf pants $425. The construction is 97 percent cotton, 3 percent spandex for an ideal fit, but students and alumni are seeing Loudmouth as a stylish way to showcase their school spirit. “Pants and shorts sell year round,” said Jackson. “With the college fan base, men like our sport coats because they are unique and they can wear
Top of the World Memory Fit
But the brand is finding its greatest success with Memory Fit, a patented-fit technology that is being expanded across its headwear styles. “The target consumer base has raved about the hat with memory foam infused directly with the headband,” said Clay Cone, retailer marketing and licensing specialist, Top of the World. “It is simply a more comfortable fit.” With an emphasis on a fitted curved bill, Top of the World also has a renewed focus on offering fitted styles for all demographics. Added Cone, “The end consumer seems to want a more custom fit as a whole and Top of the World is offering a solid assortment of sizes to accommodate them all.”
Top of the World comfort colors
From an aesthetics standpoint, with fashion increasingly integrating a pastel palette to serve as a pop of color amid primary colors, Top of the World has subsequently developed a line integrating a popular pastel palette with its top college brands. Recognizing that most college fans take pride in their college’s state, Top of the Word has also developed a collection that combines the school logos with their respective state outline. “It’s just one more way to show support for your home team,” said Top of the World’s national sales manager, Jason Hamby. “Top of the World is continuing to uncover ladies’ fashion trends by also integrating popular patterns into the state outlines as well as quatrefoil.” Beyond caps, the bucket style cap continues to increase its overall appeal. Said Hamby, “Once a simple team color style, buckets have now grown more popular with outlandish and bold patterns and colorways. It seems to be that the target customer base sees this product as a great source of self-expression and Top of the World makes every effort to be as creative as possible.”
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Adidas Anthem Jacket and Warm-Up Pant Adidas Hooded Long-Sleeve Shooting Shirt
ADIDAS From Adidas, the NBA license, highlights of its NBA On-Court Collection for the season include the Anthem Jacket, $110, and Warm-Up Pant, $65. The jacket, a modern take on the classic varsity bomber, features an enlarged NBA logo on the hip, team logo on the chest and ribbing with Adidas’ classic three stripes detail around the neck collar for signature style. "We know fans want to wear what their favorite NBA player is wearing which is why we continue to explore more opportunities to bring the products the players wear on the court to the fans in the stands,” said David Cho, Adidas director, NBA Partnership. “The oncourt collection is a prime example of how we’re getting fans closer to the game with each team’s warm-ups and shooting shirts available for fans to purchase.” The Hooded Long-Sleeve Shooting Shirt, $80 – an addition to the new Adidas NBA On-Court Collection - incorporates Adidas’ three stripes from mid-arm, across the shoulders and through the top of the shirt’s hood, combining bold team colors with poly waffle and poly interlock fabrics. “Tees continue to be a popular fan item so we're offering a wider selection of team and player graphics,” added Cho. “You’ll see a variety of options with traditional team logos but also new alternate logos and player graphics like the popular geek-up tee.” ANTIGUA Among its NFL options, Antigua is finding success with its men's and women's Leader Pullovers, $75 – a quarterzip pullover with 97 percent polyester and three percent spandex heavy interlock with self-fabric stand-up collar and dyed-to-match rib hem, contrast inside neck, collar binding, and zipper teeth. The men's Icon, $50, is a pique short sleeve polo with Antigua’s Desert Dry moisture wicking technology, a button placket, open cuff, contrast coverstitch detail at cuff, armhole and shoulder forward with Antigua triangle patch at sleeve. The women's Play, $35, is a 60 percent cotton/40 percent polyester slub jersey knit tee.
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Antigua Leader Pullovers
From left to right: Antigua Icon, Play and Women's Crush
On the MLB side, the Women's Crush, $30, is a 100 percent cotton peached heather jersey with contrast sleeve tee, contrast cross-stitch detail, and keyhole placket. The men's and women's Illusion, $55, is a short sleeve polo also featuring Desert Dry Xtra-Lite in a tonal shiny and dull Antigua stripe pattern interlock knit fabric, flat Illusion knit collar, open cuff, three-button placket with Antigua triangle patch at sleeve. For NBA fans, the Chambray for women, $45, is a 100 percent cotton lightweight chambray long sleeve button up woven shirt with chest pockets and tail bottom. For men, the Valor, $55,
Antigua Chambray
is 100 percent polyester Desert Dry jersey short sleeve polo with contrast insets, dyed-to-match mesh side panels and flat knit collar with Antigua triangle patch at sleeve. Antigua is likewise seeing greater appeal for synthetic blends such as polyester spandex and polyester nylon. But Ron McPherson, president and CEO, said consumer’s turn to Antigua’s golf-inspired and lifestyle offerings when they want a “little bit more upscale” way to show off their fandom. Antigua’s women’s demographic is 18 and older with many college-age women looking for a sharper fashion play on game day. Typically looking to upgrade as their careers take off, Antigua’s men’s demographic ranges from 30 and older. “We provide very nice apparel for a fan to wear when they‘re attending the game or watching it on their couch,” said McPherson. “But the business still depends on who wins. Fans want to be identified with the winning team.” ■
I AM...SGB
Donna DeVarona PRESIDENT, DAMAR PRODUCTIONS, INC.
I
n 1964, at the ripe old age of 17, Donna de Varona had two Olympic gold medals under her belt, setting an Olympic record in the 400 individual medley and world record as a member of the 4x100 free relay. Regardless of the fact that de Varona had broken 18 world records, possessed 37 national titles, and was named female athlete of the year by the Associated Press and United Press International, she couldn’t get a college swimming scholarship. Consequently, she retired from swimming and became the first U.S. female sportscaster, being contracted by ABC. She also was the first woman to cover the Olympics and did so until 1976. During that time de Varona became a committed advocate for opportunities for women in sports and a fervent supporter of Title IX of the Equal Education Amendment of 1972. Among other things, she served as a consultant to the U.S. Senate for the Amateur Sports Act, designed to provide women and minorities greater access to funding and facilities. In 1974 de Varona and Billie Jean King co-founded the Women’s Sports Foundation and de Varona served as president from 1979 to 1984. De Varona has been a member of the President’s council on Physical Fitness, Woman’s
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Sports Hall of Fame, the Presidents Commission on Olympic Sports, and an inductee into the International Swimming Hall of Fame, U.S. Olympic Hall of Fame, the Woman’s Hall of Fame, and others. I understand that you worked for 25 cents an hour as a swim pool towel girl. I don’t even think it was that much. I almost got disqualified from the Olympics because I earned money at a pool and it was ridiculous. That is why I work so hard to change the rules. How did you become a success before Title IX? I did all of this without Title IX because of the circumstances at the time, and I grew up in the right place and had great coaches and it created a pocket of opportunity that wasn’t available to everyone. At that time we didn’t have high school swimming and be able to get a swimming scholarship to college even with my medals. Women didn’t have the same opportunities as men. Aside from your medals and records, what are you proudest of? I think my work on the hill to restructure the Olympic committee in the 70s was significant. Number two would be my work in helping create the Woman’s Sports Foundation as a home for women’s sports and advocacy. Chairing the Women’s World Cup and making it a success when nobody else believed in it, is another achievement that I am proud of. I think that protecting athletes, due process, opening up sports for women; which have led to enhanced opportunities is very important. Where are things now and what is in the future? There still isn’t equal opportunity and we have to stay the course. Title IX wasn’t about athletics it was about equality and issues like allowing women
to go to law school without having to deal with a quota and sports were added to it. I grew up in an era when my Olympic medal didn't have the same value as it did if it were given to a man. We had to fight for our protections and we still do. What advice do you have for young female athletes? What I took away from sports was a lesson. Often times you get lost and winning is everything and the sport is an end in itself. You have to be looking at the journey. It’s the special feeling of being part of a relay effort, the teamwork, and the combined effort and having a community of friends. In opening up the door for women and men because I trained with men, you create these wide networks all over the world. Who has that? It is very special. Be very creative ahead of the crowd, never take no for an answer, and be open to working very hard. Who is Donna de Varona today? Family life is very important to me, and I love being with them. I love my advocacy work and also mentoring other athletes when they reach out to me. Do you ever go swimming? All the time.
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TRADE ASSOCIATIONS | BUYING GROUPS
CALENDAR For full year calendar go to sportsonesource.com/events
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
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NOVEMBER
JANUARY 2015
3-5
NBS Fall Athletic Market Ft Worth, TX
6-9 SFIA Sports Tech Conference & Marketplace Las Vegas, NV
15-16
A.D.A. Fall Show Palm Springs, CA
23-25
Sports Inc. Fall Team Dealer Show Las Vegas, NV
13-17
NBS Winter Market Fort Worth, TX
FEBRUARY DECEMBER 2-4
EORA Southeast Market Asheville, NC
9-10
EORA Southeast Market Ellicott City, MD
10-11
Atlanta Fashion Shoe Market Atlanta, GA
2-3 SFIA Litigation & Risk Management Summit Las Vegas, NV 18-21
Sports Inc. Outdoor Show Phoenix, AZ
18-23
NBS Spring Show Fort Worth, TX
MARCH 3-4
28 NOVEMBER 2014
SFIA National Health Through Fitness Day Washington, DC
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 Tennis Industry Association 1 Corpus Christi Place, Suite 117 Hilton Head Island, SC 29928 t. 843.686.3036 f. 843.686.3078 tennisIndustry.org Worldwide 8211 South 194th Kent, WA 98032 t 253.872.8746 f 253.872.7603 wdi-wdi.com
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