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Volume 48 I Issue 1
2015 Winter Show Issue
Publisher I Editor In Chief James Hartford jhartford@sportsonesource.com 303.578.7004 Managing Editor
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2015 WINTER SHOW ISSUE 8 An Upbeat Outlook For 2015 Industry executives weigh in on their concerns and what gives them optimism. 20 Outerwear Doesn’t Stop Improving The story of technical outerwear continues to evolve faster than consumers can keep up with. 30 Trending For 2015 I Nordic Skis and Boots Nordic Skiing is steadily gaining in popularity as a recognized and growing competitive sport in the U.S. 34 Insoles 101 Retailers offer their tips on how to fit and sell insoles. 44 Rain Boots Push The Color Envelope An expanded play on colors, prints, and other frills promises to boost the rain boot category in 2015. 50 Staying Young The 2014 Outdoor Brand Strength Report provides a snapshot of how leading outdoor brands are faring with 18-to-25-year-olds. And a handful of brands seem to be gaining mindshare. 54 Industry Calendar 56 I AM... SGB Jay Getzel, President, Mountainsmith
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An
Upbeat Outlook for 2015
With the economy improving and a health & wellness trend providing a boost for most categories, 2014 appeared to have turned out to be a solid to strong campaign for most companies in the sporting goods industry. What's up for 2015? SGB reached out to a host of executives to hear their outlook, including their concerns and what gives them optimism. By Thomas J. Ryan
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I think the industry will continue to move along at a similar pace to years’ past…Concerns would be the fragility of the economic recovery; false hope that may be created from the implied strength of the financial markets; and the ability for China to manage what appears to be a significant slowdown in demand for their products and services. Perhaps Adam Blumenfeld, most disturbing for our industry, CEO, BSN Sports the growing efforts by Asian makers to market their products direct via the web to U.S. consumers - giving the risk of a flattening world and definition of ‘selling direct’ a whole new meaning and a brand new threat for U.S. retailers and resellers. I also think Amazon - with its ‘sales now profits much later’ approach to market share growth will continue to sap up more and more consumer demand and this is likely to have a direct impact on discretionary categories like sporting goods…As it relates to BSN Sports – my outlook, which should be no surprise, is highly optimistic, and my expectations for ourselves are over the moon. We have added more than 100 new sales pros to our family this year, and I expect us to continue to leverage our scalable platform by adding the best and most talented dealers and people at all levels to our company. Growth in lacrosse, women's sports, volleyball, and club will drive those categories; we are laser focused on the fight against childhood obesity, and we are extremely excited that Varsity Brands, our parent company, will be rolling out a whole host of programs to help elevate the student and athlete’s experience through sport, spirit, and achievement…BSN Sports does not, and will not, rest on its laurels. Our job is to surprise and delight our customers like they have never before experienced, and to continue delivering on that promise time and time again. A lot goes into maintaining that promise from people to financial assets to technology to the heart and will to serve. We look forward to adding many new dimensions to our approach, and our story in 2015. - Adam Blumenfeld, CEO, BSN Sports
There are several areas that will matter to the industry: Health Care, Tax Reform, Trade & Regulation are the biggest. »»
Healthcare: Republicans are committed to passing legislation to repeal and replace the Affordable Care Act. They do not have the votes to override a certain Presidential veto and will pivot to smaller bi-partisan healthcare improvement measures. Both Bill Sells, VP, Government the House and Senate GOP “ReRelations & Public Affairs, SFIA peal and Replace” bills contained language to expand the IRS definition of a medical expense to include physical activity as a form of prevention. This change would allow consumers to use funds in pre-tax medical accounts to pay physical activity expenses. Congress has estimated the change would inject
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$2.5 billion into the physical activity industry. The concept was originally introduced in SFIA’s Personal Health Investment Today Act (PHIT Act) which has 50 co-sponsors split evenly between Democrats and Republicans in this Congress. SFIA is committed to moving the PHIT Act through Congress by 2016 in an effort to reverse the inactivity trend to improve health in America. »»
»»
Tax Reform: Tax reform presents another opportunity to move PHIT through Congress but it would be a small part of a bigger package of tax bills. The current system of having temporary tax credits renewed every few years holds corporations hostage to politics. SFIA and other industries representing 1,500 products included in the Miscellaneous Tariff Bill have been suffering since the tax relief expired in 2013. There is a movement in Congress to make the many temporary tax credits permanent to create a more predictable corporate environment. There is also interest in addressing the corporate inversion issue and reducing the repatriation tax rate to bring money held overseas back to the U.S. The overall goal would be a simpler, more fair and predictable tax code. The last major tax overhaul was in 1986 before the Internet. It’s time to update our tax code, but it’s a political mine field which will require cooperation between the President and Congress to navigate successfully. Trade: Both the President and Congress identified ‘Trade’ as an area they could work together on over the next two years. Expect activity on the Trans-Pacific Partnership (TPP) in the first half of 2015. The trade agreement with Pacific Rim trading partners would be the biggest free trade deal ever. The GOP Congress will need to grant President Obama Trade Promotion Authority (TPA) so he can submit TPP for a straight up or down vote without any Congressional Amendments. Republicans will likely package TPA with some other trade bills and send to the President to get the process moving. It is unclear if the Miscellaneous Tariff Bill (MTB) containing $5.5 million in tariff relief on industry products will be part of that package. If not, the MTB process could be revamped which will slow the process down. Of immediate concern is the continued labor issue at west coast ports. The Collective Bargaining Agreement between the Pacific Maritime Association and the International Longshore and Warehouse Union expired over the summer and the flow of cargo has slowed as a result of back-ups at the ports. The ports have asked for a Federal Mediator, the Union has requested shippers join the negotiations directly, and the cargo continues to pileup. Members of Congress from both parties have requested President Obama intervene, but to date the White House has not moved to help resolve the impasse. - Bill Sells, VP, Government Relations & Public Affairs, SFIA
In 2015 we should see a modest industry growth. There is a generally improved economic climate. Unemployment is down, although real wage growth is anemic, if not down. Running continues to be a growth catBob Puccini, President, egory as the benMizuno USA & Chairman SFIA efits continue to be widely embraced…The "omni channel" issue and how to leverage and "be everywhere platform" will continue to evolve including effectiveness of personalized digital relationships. I also believe that consolidation will continue, although pendulums are known to swing from one direction to the opposite through learnings and ill-conceived presumptions. I believe specialty channels will always have a place in the markets as long as the values offered are, well, "special," in serving with a greater purpose than the traditional transactions plus selection…Lack of sports and physical activity as well as reduced sports and fitness budgets in the school system remains an industry concern. Sports and fitness activities deliver not only the physical and health and wellness benefits that are obvious, but sports have helped shape our society's “value system" which, in my opinion, could stand a shot on the arm. Many prospective military recruits cannot pass the physical exam! Doesn't that create a national security concern? Not to mention the siphoning of our national budget (and contributing to our growing $18 trillion national debt), to excessive health care costs? Yes, I'm concerned. Every one of us can do something about it by contacting the SFIA or PHIT America and participating. As per my closing comments at this past September's SFIA Industry Leaders Summit: "If not us, then who?"…As far as reasons for optimism, outside those macro topics outlined above, I am excited about the convergence of technology with sports and fitness products. Information is empowering and the digital age has and continues to enable "smart," interactive and "engaging consumer experiences." Products alone, in their traditional form, may no longer be enough to meet consumer expectations. Total experiences provide a higher level of engagement with the sport or fitness activity, helping ensure sustainability and "stickiness;" Rio Olympics should also generate excitement as a first time venue for this world event; and the values of sport, that are embedded in so many of our well run organizations in this industry, will continue to drive us toward meaningful innovation and exciting new experiences. - Bob Puccini, President, Mizuno USA & Chairman SFIA
I am strongly optimistic for 2015. For the overall sporting goods, fitness, and outdoor industries, I expect a solid year. Consumer confidence is strong, fuel prices are low, and equity markets are near an all-time high. In addition, the SFIA has introduced legislation; which, if passed, would enable consumers to use pre-tax dollars to purchase sports equipment, gym memberships, race entry fees, etc. These things all lead to people doing more fun stuff and buying the products that help them enjoy fun stuff. This is great for our industry; however, I must admit that I am always bullish about our industry. I have always believed that our industry is partially insulated from macro economic conditions because sports, fitness, and outdoor activities are an integral part of life for so many consumers. Moreover, Brian Anderson, CEO, Moji companies that innovate will always be rewarded no matter what macro economic conditions exist. Product and brand innovation are hallmarks of our industry. Even in the worst of economies, there will always be companies that crush it. Just look at the consistent growth of companies like GoPro, Under Armour, and Lululemon over the past 10 years. In addition to these large players, there are thousands of smaller sports and outdoor companies that innovate, grow, and make money no matter the economic conditions. Moji is a great example of this. In Q1 of this year we are launching an entire line of innovative, best-in-class, massage and recovery products for athletes with sore muscles - runners, fitness enthusiasts, skiers, etc. This new product line, and the resulting sell-through, will be great for Moji and our retail partners…even if my optimism for the overall industry is wrong! - Brian Anderson, CEO, Moji
We have seen a healthy increase in sales over the last 12 months and are cautiously optimistic about the outlook for next year. That said, we are being conservative as we do see increased competition both from inside the outdoor industry and from non-endemic brands entering into the market. In spite of the inBrian Mecham, GM, U.S. creased competition, we continue to see strong deRegion, Icebreaker mand in all of our channels in the U.S. and as we continue to build brand awareness. We believe the quality of our product, strong relationship with core specialty outdoor retailers, and increased marketing efforts in 2015 will provide us with healthy growth…Our biggest concern in the U.S. is around discounting in the market, which in turn leads to margin erosion for both retailers and vendors. Icebreaker is a premium brand in the outdoor and ski space and in order to maintain that positioning we will be focusing on tighter inventory management to reduce the amount of discontinued product that is sold. We believe that by using a model of scarcity we will be able to increase demand, maintain full price sales, and improve profitability for our retail partners and Icebreaker…In terms of reasons for optimism – certainly the health of the U.S. economy plays a big part in our forecast for 2015. Additionally we continue to see the U.S. consumer look for natural solutions in their performance apparel. This trend toward natural fibers like merino clearly positions Icebreaker to benefit in the coming years. Icebreaker is celebrating its 20th Anniversary next year and has been at the forefront of introducing active outdoor users to the benefits of merino and through increased marketing efforts, product innovation, and support of our wholesale partners we expect to continue to be in a leadership role. Lastly, over the last six months we have refined our organizational structure to place more emphasis on managing our various regions through better alignment of our channels. By adopting an Omni Channel approach to each region we believe we are better positioned to maximize the exposure of the brand to new consumers and are working to minimize channel friction and continue our commitment to supporting specialty outdoor retail. - Brian Mecham, GM, U.S. Region, Icebreaker
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We see 2015 as a year of opportunity. Growth is there to be had, and we’re excited to be working with so many partners who are willing to do things differently, make bold statements at retail, and drive that growth versus waiting for it to happen. Nathan primarily serves runners and fitness enthusiasts and Bridgit Lombard, CEO, we see continued strength Nathan Sports in these categories for 2015. Participation is still growing and our retail partners continue to be creative and progressive in the ways they present and sell our product innovations. Our partnerships with retailers have never been stronger and together we’re proactively driving greater in-store and online experiences for their customers through better presentation in-store and more engagement both inside and outside the stores. Competition among retailers is certainly intensifying, and consumers are evolving in their approach to purchase decisions. Interestingly, accessories, or 'essentials' as we like to call them, don't seem to be as much about lowest price anymore as consumers are better understanding the whole value equation of the products they’re using. Part of our continued double-digit category growth in essentials is due to the fact that our average price points have been rising. We see that trend continuing as consumers give thought to other factors such as quality, comfort, durability, and feature sets. Our retail partners who understand this dynamic aren’t competing solely on price but rather the experience and are really racking up wins in both sales and margins. - Bridgit Lombard, CEO, Nathan Sports We feel the industry, and/or category outlook looks very bright for 2015. The economy is continuing to reflect consumer optimism, and ongoing growth within the sports bracing/support segment. With the consumer becoming more active, whether casual or athletic, Bryan Smeltzer, there is broad opportunities GM, Zamst within our demographic. Consumers are finding ways to gauge their activity levels through wearables, and wanting to participate in some type of activity. With this activity, and potential for injury or actual injuries, Zamst is well positioned for continued, ongoing growth. Our retail partners across all of our channels, (i.e., Run, Outdoor, Sporting Goods, etc.), have also recognized the opportunity and are expanding their Zamst assortments to maximize this category. We have seen significant growth and expansion and look forward to thatcontinuing into 2015. - Bryan Smeltzer, GM, Zamst
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At Pacers Running we are excited about where Specialty Running is in 2015. We believe in the channel and think the service we provide is the best for runners and fitness enthusiasts, especially those who are new to running and the running store experience…With that said, this year is probably going to be flat or down, but I believe at the same time that is a huge opportunity for us…The customer has more options than ever, and we are no longer the exclusive key-holders to running Chris Farley, Owner, information and running specific product…The Pacers Running Stores competition is from Big Box, the Internet, the Shoe Vendors, Department Stores, Discount Footwear Stores, as well as other Running Stores. In other words, it's coming from everywhere…At Pacers Running we can no longer just get by on customer service and commitment to the community. These days, the customer isn't as committed to shopping local or shopping small. They want what is convenient and now - and why shouldn't they? They can get shoes next day from many places that give good customer service and ship for free…As a channel, Specialty Running needs to raise the bar. These challenges have made us a better business at Pacers Running. We have streamlined. We have closed a store. We have strategically opened a store. We've better defined roles for our employees in our company. Our people know what's expected. I'm not sure that all would have happened if we stayed growing at 20 percent a year…Our tag line for this year is #ForEveryRun. So bring it on 2015! Whether sales are brisk or slow, we'll be ready for you. - Chris Farley, Owner, Pacers Running Stores, Washington, D.C.
Dan Sheridan, SVP & GM North America, Brooks Running
In 2014 had a fantastic year. We continued to gain market share with specialty running stores around the country, and we recently received the Independent Running Retailer Association’s Vendor of the Year Award presented at The Running Event in Austin, Texas. Our brand was also rated No. 1 in the fall Sports Marketing Survey, which measures many areas of our company including customer service, sales rep support as well as marketing programs and on-time shipping. This gives us great momentum heading into 2015 when we’ll launch a completely new, innovative running apparel collection that complements our brand and the runner. We continue to focus on innovation in our footwear that goes above and beyond runners’ expectations. While the market has been slow in 2015, we see great opportunity to further connect with runners and create even better gear for their daily needs. We know that running participation is at an all-time high in North America, and this will continue to drive growth in the sport, which makes us optimistic about the year to come. - Dan Sheridan, SVP & GM North America, Brooks Running
We’re pretty optimistic about 2015. Our core category trends continue to be positive, and we are making inventory and square footage investments in those areas. The overall economic picture also seems to be gaining some momentum, with most economic indicators and consumer confidence on the rise. But, we are always cautious to use those as true indicators on our business and tend to focus more on what is happening in our stores. The current drop in gas prices should also boost sales in the short term, but this is also not something we count on in the long term. We’d like to say that weather patterns should be improved as well, with last year being cold for all of spring and most of the summer, but we live by the motto “control what you can control” and weather just isn’t one of those things. We are very focused on our core businesses, and we feel that should drive positive results – weather is just the icing on the cake. So barring any unforeseen event or change in the economic climate, we feel 2015 should be a positive year. - Dan Winchester, COO, MC Sports
For Skechers, the same positive outlook we had on our third quarter 2014 conference call remains for the balance of the year and the coming year. Our outlook on our business is very, very positive. We are ending the year with our third fourth quarter of double-digit growth, and we will start the year off very strong with 15 to 20 percent growth in the first quarter. Importantly, this growth will be across our many product categories and will continue through 2015 on a worldwide basis. - David Weinberg, CFO & COO, Skechers USA
David Weinberg, CFO & COO, Skechers USA
PGA Tour Superstores is a bit unique in the golf retail industry in that we are growing, adding new stores, and continuing to invest in hiring PGA pros when others are going the opposite way. We are cautiously optimistic about 2015, but cautious only because as an industry we have to cycle the promotional atmosphere that has put pressure on manufacturers Dick Sullivan, and retailers alike over the past 12 to President & CEO, PGA Tour 18 months. Yet given inventory levels Superstore now, it appears most of that is behind us. The avid golfers are, and will continue to be, passionate about this great game, and they will continue to spend the majority of the money spent on new product introductions each year. Our business is built off inspiring every type of golfer to play better, and if we do our jobs we believe we will continue to gain market share. Another point of optimism for us is the strong young crop of talent emerging on the PGA Tour including Rory, Rickie and Jordan, among others. It will be great to see those athletes compete against Bubba, Phil, Tiger and other PGA Tour veterans this year. - Dick Sullivan, President & CEO, PGA Tour Superstore
For 2015, Polartec sees steady growth in our core markets (outdoor), and significant growth in adjacent markets, especially athletic and fitness/lifestyle. Geographically, Europe is weak, based on overall macro-economic forces and a weak start to Gary S. Smith, CEO, the winter selling season. North Polartec, LLC. America is showing much improved growth with Asia steady. The key for us, as always, is to drive growth through product innovation (see the 2015 launch of PowerWool) and diversify our customer base to reduce dependence on traditional outdoor. - Gary S. Smith, CEO, Polartec, LLC.
Golden Harper, Founder, Altra Running
We’re looking forward to 2015 in a big way. Everything is trending great for Altra and things are lining up really well as far as improving in the areas we’ve had challenges in recently. I believe run specialty will have a solid year as many are learning to adapt after some of the tough moments of last year. I am optimistic as health and fitness continue to be on the rise and are ever present in the media and it is keeping it top of mind for consumers. This bodes well for the industry as a whole…My concern is that brick and mortar retailers are not adapting well enough or fast enough to stay competitive and that they need to find unique products, unique service, and unique programs to rally their customer base. I believe retailers need to break free of their old mentality and way of doing business and be more adaptive and cutting edge. We consistently hear from our customer base that retailers have been slow to embrace new ideas and new trends and have pushed away customers and potential customers as a result. Instead of turning away customers from new ideas, retailers should be introducing them to new ideas. People can find out about new ideas and products online, but they can’t try them right away. As retailers introduce customers to new ideas and products, I believe this will help with customer loyalty and ensure their relevance. - Golden Harper, Founder, Altra Running
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While our near term outlook for product margins and earnings is more muted than a quarter ago, everything we continue to see within our business still validates the longer-term strategies we are focused on. As a reminder they are one, developing a leading omnichannel business Glenn Lyon, so that we can serve our Chairman & CEO, customers whenever, The Finish Line wherever, and however they choose to engage with Finish Line. And two, extending our consumer reach to our two additional business units Macy's and the Running Specialty Group. Omnichannel prowess is more crucial than ever. Our commitment to delivering outstanding customer experiences across stores in digital platforms is unwavering. Thanks to the progress we have made on this critical front, Finish Line traffic in total was at its highest level ever during the third quarter. However, the impact on our P&L from the investments that have driven our enhanced consumer engagement are magnified in a quarter where we generated lower than planned gross margin dollars. Let me be clear, while our long-term vision and strategies remain intact, we are cognizant of our current situation. We are hard at work balancing and prioritizing so that we continue to build the necessary capabilities while also maximizing nearer term performance. We fully realize this entails taking appropriate cost actions when operating conditions so warrant. - Glenn Lyon, Chairman & CEO, The Finish Line
Jason Goger, President, STX
STX has high expectations for 2015 in the categories of lacrosse, ice hockey, and field hockey. While participation growth rates for all three sports are only in the low-single-digits, we’re expecting strong sales growth in each sport due to investments made several years earlier. Behind the scenes in 2011, we started building our foundation in lacrosse helmets, ice hockey sticks/protective, and men’s field hockey. All three of those investments came to fruition in 2014 and are showing even greater gains in 2015 via future orders…Our primary area of concern in 2015 is the health of sporting goods retailers. The landscape for all sporting goods categories is experiencing radical shifts. There are retailers that are greatly expanding and those that are struggling. The net result is a challenging inventory situation where the growth accounts can’t get enough product and the struggling accounts are either not buying new products or liquidating inventory. In the year to come, we will be investing heavily in retail partners with whom we can co-develop a holistic plan that focuses on selling select premium brands and creating advantages for both sides. The marketplace demands that retailers and manufacturers create unique, stronger partnerships. - Jason Goger, President, STX
Jeff Phillips, CEO & President, Fleet Feet, Inc.
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I think [the 2015 outlook] is very exciting and not without its challenges. We have unprecedented proliferation of product distribution, so customers have more options for getting the products they need, even more so than they did just a couple of years ago. As a whole, running specialty stores must contend with presenting a very clear and authentic value proposition to consumers and back that up in their stores and communities. Stores that do that can continue to grow even after a somewhat middling year overall…Among my concerns, remaining important to our digitallyempowered consumer remains a priority. Our customers’ shopping habits continue to evolve, and we need to ensure the service, programs, and products we’re providing resonate with, and are accessible to, our customers. This at times may mean stepping outside of our comfort zone, but stepping out in a thoughtful and supported effort, which we’re already doing with the launch of our e-commerce site…As far as what offers optimism, that’s an easy one. We have indisputable advantages as a growing national brand; we're fueled by entrepreneurial local owners and operators; we have support resources in place as an organization; and we have built tremendous partnerships with key vendors. The continued opportunity we have to utilize those advantages to create an iconic experience for our customers and support local running communities gives me optimism for 2015 and beyond. - Jeff Phillips, CEO & President, Fleet Feet, Inc.
I have two concerns. The first is the continual erosion of people being active or playing sports in America, especially with our youth. When you dig into participation numbers, our industry – sports, fitness, outdoor, etc. – is not keeping pace with population growth. It is affecting sales, too. Retail unit sales of sports and fitness equipment were down by more than 10 percent in the past two years as reported by SportsOneSource. And, the NSGA has been tracking the Consumer Price Index for sports products and the sports industry’s CPI has been down 53 out of the last 57 months. Jim Baugh, Founder, PHIT America Most of this is caused, in my opinion, by the ‘Inactivity Pandemic’…The second concern is too many companies are ‘sitting on the sidelines’ waiting for the ‘Inactivity Pandemic’ to improve. Do we really think Google and Apple are going to stop creating ‘tools’ which make it fun and enjoyable to be sedentary? Do we think Comcast or HBO will stop promoting us sitting as we watch TV? Will EA stop promoting new video games? No. Our industry has been feasting off the frequent participant and needs to invest in programs which get Americans off the couch and active. Everybody in the sports industry needs to ‘get in the game’ of creating more active, fit, and healthy Americans…What gives me optimism? Two answers here as well. Some executives realize we must work together to invest in participation programs. I applaud the SFIA for taking a lead with its new Increase Participation Plan. But we need every company to step up and get involved. As Bob Puccini, Chairman of the SFIA, said recently, “If we don’t, who will?” The second is knowing our industry has the greatest gift we can offer Americans – a way to be more active, fit and healthy. We just need to be more aggressive to promote what we offer…and get more children engaged in fun, retention programs so they can enjoy a healthy life. - Jim Baugh, Founder, PHIT America
Our focus will be on increasing our essentials, injury prevention, and recovery product’s story. We are going to shift apparel OTB dollars over to injury prevention, recovery, bras, safety, and other essentials to tell a more compelling story with those products. Consumers come John Rogers, to us to purchase the right shoes President, Fleet Feet Maine Running to prevent injury. Medical referrals are a large part of our business, so it only makes sense to tell that story versus continuing to invest in an increasingly commoditized category which continues to hover around 10 percent even with tremendous investment and resources. Also, our associates have a higher capacity to tell that injury prevention, recovery, bra support, and essentials story without having to learn new technology applications and fabrications every quarter. Additionally, we are doubling our medical community marketing and finding new ways to acquire customers whether it's events, training programs, youth development programs,
Run Happy Hours or TV, and online advertising. Finally, Fleet Feet's Omni Channel initiative has promised to provide more information and greater product access to our customer…As far as concerns, the commoditization and the over distribution factor. Footwear and apparel are commoditized at a high level right now. It seems we are opening more and more running stores and increasing distribution to more channels. Price escalation of products continues to erode the consumer share of wallet and continues to shift what we buy. Finally, the future shopping habits of the younger consumer and how we engage them. They are growing up in a digital and online world, so we will have to continue to develop ways to get them in our stores…On the positive side, running specialty retailers are looking at their business in a different way. You can't make the inventory mistakes or have a customer have a bad experience and that margin for error is thinner than ever. The retailers that strive for consistency, high level of service, community connectivity, and operational excellence are going to get better and succeed. I'm optimistic because of our partnership with Fleet Feet and the tremendous effort Fleet Feet, Inc. is investing in training, new people, resources, omni channel, vendor partnerships, and the list goes on. I know I can focus on my market, customer, and in-store experience and have the resources to take it to another level, yet maintain my local connectivity and unique independence. I'm excited for 2015! - John Rogers, President, Fleet Feet Maine Running
The season is off to a good start with healthy snowfall in most regions expecting snow, including California, and consequently, healthy retail sales. Of course, continuing snowfall is still our biggest concern. We are in the midst of a deep look into why the snow sports market has not grown very much over the past 20 years in the number of downhill participants and Kelly Davis, Director of the number of sliding deResearch, SIA vices sold. It’s stable but not growing and that concerns us. We need to break out of some old paradigms if we want to bring more participants into the market. Still, the snow looks good nationally now and the economy is looking healthier – think jobs for Gen Y. Additionally, the El Nino weather patterns are bringing much needed snow to the Sierras and that’s wonderful for the whole market since one in five snowboarders, and 15 percent of the downhill ski participant base lives in California. - Kelly Davis, Director of Research, SIA
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Kevin Wulff, CEO & President, Asics America
As the world of sports continues to expand and the focus on health and wellness intensifies across all segments of society, Asics sees an immediate opportunity for growth in 2015. In the past several years Asics has expanded its reach beyond running while remaining true to our core. Asics is and will remain the home of performance running products and we have the most successful franchise in the market. We have made 22 versions of the Kayano’s and sold over 15 million pairs to date; the equivalent of one pair for every twenty people in the United States! Our line of training gear has been wildly successful and has grown tremendously in 2014 with no signs of slowing down. Our apparel line is on the rise and we expect strong returns as we place more emphasis on tennis and volleyball in 2015. Asics is gaining strong momentum in tennis, and our recent signing of Kerri Walsh Jennings, the top volleyball athlete in the world, cements our strong position in the volleyball market…A few years back we set a goal to reach $1 billion by 2015 and we are on target to hit that milestone. We have one of the Top 10 strongest brands among active consumers according to SportsOneSource Brand Strength Index. There is a lot of competition in this space we play in, and maintaining a leadership position requires us to be bold, focused, and innovative. In 2015 Asics will remain a leader by continuing to provide the best performance running products and build upon our successes in our new markets. - Kevin Wulff, CEO & President, Asics America From A4’s point of view, we see robust growth in team sports. There continues to be attempts to roll up and nationalize the on-field team sports segment of the industry…BSN, Sports Inc., Eastbay/Footlocker, Dick’s, and Lids continue to fight it out for the top producers and programs. The winner will be the one that can best control “Their feet on the street.” It’s still a local business at the end of the day. The man behind the curtain is the Internet. As customers become more sophisticated in the art of web buying, the end-to-end process will be flattened. Comparison shopping and showrooming will become the driving forces. Most sporting goods purchases are high-ticket transactions that are sitting ducks for the web shopper. The brick & mortar high-cost big box locations are going to struggle with high fixed costs. Overhead consumption and shrinking margins are a real challenge to all. Some of the best will fail. If you like change, stay tuned. It’s going to be a very exciting year! - Mark Mertens, President, A4
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Mark Parker, President & CEO, Nike, Inc.
The world of sport is constantly evolving as is the environment in which we operate. That opens up new opportunities for Nike every day. But to identify and capitalize on those opportunities, we have to stay nimble. We need to balance making critical investments with managing risks whether they be currency headwinds, commodity cost fluctuations, or an evolving political landscape. The word “balance” is key. To capture the tremendous growth potential we see for Nike, we must invest, and a targeted approach to making the right investments helps us drive growth and manage risk. It’s a winning strategy that has allowed us to deliver profitable, sustainable growth quarter after quarter, year after year. You know, I’m often asked how we can continue to grow, how there could still be places where Nike isn’t fully distributed. When I look at the potential in our business, I actually see the exact opposite. The more we focus on knowing, connecting, and serving the consumer, the more opportunity I see for growth and when we capture those opportunities by leveraging the power of the Nike Inc. portfolio. - Mark Parker, President & CEO, Nike, Inc.
Three themes come to mind for McDavid: »»
Mary Horwath, VP Global Marketing, McDavid
Redefining Sportmed: As a result of the positive momentum experienced from McDavid's rebranding efforts and an increase in new product offerings, we are confident about the future direction for the brand. The transformation of the sports medicine category from commodity to branded experience is nothing short of exhilarating. Look for products and merchandising that continues to blur and push the definition of braces and supports.
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All Digital All Day: Embracing digital as the strategic force of one's marketing program today must be more than a singular objective but rather an essential way of doing business. Consumers are researching, wearing, shopping, and consuming content in record velocity anywhere all day, and brands must understand and apply smart strategies to engage and win advocacy. It's a challenging time as we continuously evolve and adapt to how healthy athletic lives are lived. Leadership With Purpose: Companies that build cultures that nurture creativity and encourage risk taking will excel. Inspiring leadership prevails…To believe, do better, be better, inspire purpose. We all can be pushed, but being inspired is a lot more fun. At McDavid we created the tag line, "First On, Last Off " which resonates whether you're an athlete or in the business of athletes. Sporting goods companies, including McDavid, are challenged to consider how they are organized to better infuse employees with purpose and vision, enabling them to contribute in meaningful ways. - Mary Horwath, VP Global Marketing, McDavid
The sporting goods industry continues to be one of great opportunity for innovators and entrepreneurs and that is a real reason for optimism. It is exciting to see a constant flow of new products being developed and ideas being generated to inMatt Carlson, spire people who are President & CEO, looking for the newest NSGA ways to improve their fitness and athletic skills. We are also hopeful that 2015 will be the year the Marketplace Fairness issue is finally resolved in Congress because it will put the industry’s brick-andmortar retailers on a level playing field with their onlineonly competitors. We would also like to see a successful and fair resolution of the West Coast Ports labor dispute… Concerns include the continued evolution of consumers and the changing relationship between vendors and their selling partners. It is sad to see local businesses that have served their communities for decades closing their doors. The declines in sports participation and the increase of inactivity are continued concerns, not only in terms of dollars lost by the industry, but also because so many people are missing out on the physical and mental benefits of an active lifestyle. - Matt Carlson, President & CEO, NSGA
I am incredibly optimistic about where Wilson is headed, particularly from an innovation standpoint; which I think is critical in today’s marketplace. Our Wilson Labs program is the heart of our innovation process. It focuses on developing products that athletes truly need to help them pursue their performance goals. The relationship between an athlete and their equipment is often understated. We see that relationship as symbiotic and extremely important. We have focused on this relationship for 100+ years and will continue to do so. We want to be the brand athletes turn to when they want to play their best game. To that end, Wilson Labs uses state-of-the-art technology, materials, engineering, game-play expertise, and design to bring forth products that are game-changers. We are putting considerable focus and investment in digitally based products. Consumers and athletes are more connected and digitally savvy than ever. Sports equipment must evolve with that behavior and we must bring to market better training products, more advanced competition equipment, and gamified experiences that consumers can’t get anywhere else. Companies must innovate in this way to be not only competitive but to push the sporting goods industry into new, exciting territories. We’re doing that in our Basketball, Football and Performance Tennis businesses. I think this emphasis on innovation is important as we have fewer young people getting involved in sports. Sports can play such an instrumental role in the lives of young people – from personal health, to character, and self-esteem development. We hope that by combining kid’s love of gaming and digital products with sports that youth will find these newer products more exciting and sports more interesting. We can play a key role in bringing our youth back into sports by understanding, on a deep level, what motivates these consumers and identifying what they need from sports in order to get out and play the game. - Mike Dowse, President, Wilson Sporting Goods, Co.
We expect that 2015 will be a highly competitive year and that we’ll see those who understand the runner, build community, and can consistently exceed consumers’ expectations on the retail, product, and brand side continue to do well. With the continued broadening of running and what it means to consumers (the rise of fun runs and treadmill classes, for example), our biggest concern is remaining focused and bringing Mike Nesladek, the right resources to the right initiatives in VP Marketing, order to drive growth for our retail partners Newton Running and Newton Running. But we feel incredibly optimistic going into 2015 as we know that we have the right plan, the right product, and the right team to reach more runners and achieve our goals as a brand. - Mike Nesladek, VP Marketing, Newton Running
Parker Karnan, Executive Director, IRRA
Despite a frigid first quarter that hurt sales and put a lot of strain on retailers in the northern regions of the U.S., the specialty run industry rebounded and saw modest sales growth of just under two percent in 2014. From a department standpoint, Accessories were the big winners posting a six percent gain in dollars and four percent gain in units. This growth resulted from improvement in both customer experiences on the retail side and product and program offerings on
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the vendor side. Footwear departments saw about a one percent growth in dollar sales but a slight drop in unit sales for a second straight year. Apparel departments lagged in 2014, and the category dropped by six percent in sales and 12 percent in units prompting retailers and vendors to take a hard look at innovating the category to appeal to updated customer shopping behavior. At the store level, 42 percent of running retailers were down over a year ago, but 52 percent were up (six percent reported flat sales). More stores are growing than shrinking, and this story will continue into 2015. Although the overall industry may see modest growth of one-to-two percent, the store landscape will see more dramatic change. Talented operators will continue to invest and grow as they position themselves as the running hub of their communities. Other operators will struggle to keep pace and may lose share to outside competitors. Running vendors are as committed as ever to offer their support to the specialty run channel because they see the stores’ ability to introduce customers to the activity of running and fitness. The result will be a healthier industry overall that is well positioned to create and serve runners in their communities. - Parker Karnan, Executive Director, IRRA
As a team dealer, the outlook for Nill Bros. Sporting Goods, Inc. and our industry in general for the coming 2015 year is full of optimism with little to Randy Nill, President be discouraged about. Though state & CEO, Nill Bros. Sporting Goods, Inc., budgets in Kansas and Missouri are Kansas City not great at this time, we have found that our schools and booster clubs have gotten very progressive, innovative, and sophisticated in their ability to raise money for what the student athletics really need. We have had to work a lot harder in finding the outside revenue generators for each school by sport; however, after these new sources of revenue have been identified, it makes selling much easier and we get paid much quicker. In 2015, we are focusing on becoming better at decorating - both in trying to reduce our lead times to our end users but also to put out a better decorated product for screen-printing, cad-cutting, tackle twill and embroidery. We continue to see an uptick on sublimated garments. We feel strongly that the economy will continue to grow ever so slightly and with oil and gas prices so low, there will be more money for everyone to spend. Our concerns are still the same as they have been in the past. We continue to compete with our very own vendors and suppliers as they give away free product to our schools and they sell their products directly to the end-user, our customer, and over their Internet sites. Their advertising dollars are spent more in offering consumer loyalty programs to on-line buyers than in spending advertising dollars on building their own brand for the benefit of their retailer and team dealers. And, of course, it is difficult to compete with the online/Internet websites that don't have to charge sales tax to customers outside their own state. We all should be writing our House of Representatives to support and vote in favor of the Marketplace Fairness Act, a bill that has been passed with broad bipartisan support in the Senate in early 2013 but has been stuck in the House since. This bill would ensure that all businesses, online or offline, large or small, would all play by the same set of rules in regards to sales tax. All in all, we look forward to 2015. - Randy Nill, President & CEO, Nill Bros. Sporting Goods, Inc., Kansas City
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We are incredibly optimistic as we look ahead to 2015. Our business thrives when we innovate and provide performanceenhancing technologies that empower a better running experience. Looking at our prodRichie Woodworth, President, Saucony uct pipeline, it is obvious that we are and will continue to deliver on that promise. The industry/business was certainly less robust over the past few years, but we’ve been fortunate - thanks to our commitment to authentic-based performance innovation - to have outpaced the marketplace. We see continued strength for us in running specialty, international business, and with growing momentum, our Saucony Originals business. - Richie Woodworth, President, Saucony
Louisville Slugger is optimistic about the coming year. We have re-invented our 131-year-old brand. It's re-energized. We're innovating and have great new high performance products in baseball, fastpitch, slow pitch, Rick Redman, and senior softball that will outVP Corporate Communication, perform anything on the market. Hillerich & Bradsby We have outstanding partnerships at the grassroots level from our Prime Clubs to college programs as well as our partnership with the new Louisville Slugger Sports Complex in Peoria, IL that opens in the spring. We have excellent relationships with our retail partners and are working harder than ever to provide them the tools they need to market our products and get sell-through. The biggest concern for the New Year and beyond is finding ways to grow diamond sports and get back to the participation levels we once enjoyed. That's a tall order, one that will take some time to resolve. While fewer people are playing diamond sports, the ones participating are ultra serious and are practicing and playing more, which helps offset some of the decline. Still, the diamond sports industry needs to develop a strategy to grow our sports and that is something that is being worked on at the highest levels of the game. - Rick Redman, VP Corporate Communication, Hillerich & Bradsby (Louisville Slugger)
Rob DeMartini, President & CEO, New Balance
We are very optimistic about 2015. We expect solid growth in the U.S. as well as around the world. At New Balance we are always looking to change the game and offer innovative product to athletes and consumers. In 2015 we will continue to expand our performance running footwear with new styles launching under the Fresh Foam platform as well as new lifestyle product to drive sales around the world. - Rob DeMartini, President & CEO, New Balance
Tony Armand, CEO, Shock Doctor
The sporting goods industry is evolving, as it should. Interesting new products and innovations of existing “stale” categories are what drive consumers to retail, and will continue to in 2015. Successful retailers are embracing these innovations and the brands that have the vision to innovate. These brands are achieving higher retail prices for the added value they provide and help buffer the ups and downs of the sports landscape be it participation or weather. Shock Doctor Sports and its brands are committed to helping our retail partners grow. Innovation is exciting and that is what drives Shock Doctor’s vision and the reason for ours and our retail partner’s mutual success and our optimism. - Tony Armand,
As we finish the first half of the year, the Nike brand has never been stronger. By staying focused on the needs of the consumer, we have driven exceptional revenue and profit growth. While we feel great about the results we’ve delivered to date, we’re never satisfied. Like the athletes we serve, our focus is always on continuing to elevate our performance, and that’s what we’ll do in the second half of the year and beyond.
CEO, Shock Doctor
- Trevor Edwards, President, Nike Brands ■
Trevor Edwards, President, Nike Brands
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teflon.com/sgb *Carbon footprint claim based on testing which demonstrates that treated products require lower wash temperatures and 40% less drying time. **Capstone repellents for Teflon fabric protector utilize short-chain molecules that cannot break down to PFOA in the environment. Capstone repellents meet the goals of the U.S. EPA 2010/15 PFOA Stewardship Program. Copyright © 2013 DuPont. All rights reserved. The DuPont Oval Logo, DuPont , Capstone and Teflon are trademarks or registered trademarks of E.I. du Pont de Nemours and Company or its affiliates. ®
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20 2015 WINTER SHOW ISSUE
Photo Courtesy Christoffer Sjostrom and Salomon
Outerwear
Doesn’t Stop Improving Over the last several seasons as I’ve tested and reviewed literally dozens of high-tech garments, I thought things must plateau. How wrong I was. Photo Courtesy Christoffer Sjostrom and Salomon
T
he story of technical outerwear continues to evolve faster than consumers can keep up with. In insulation, the focus moved quickly from, how can we make down waterproof to, how can we make synthetics even better. And the waterproof-breathable market is still the most important, contentious and profitable area brands are competing in when it comes to technical apparel. The European brands continue to make inroads into the North American market while the U.S. heavy hitters continue to duke it out for a growing backcountry segment. Consumers have apparently not reached a maximum price point for high-end outerwear as some manufacturers are still pushing the $700 plus range for their high end jackets. The hook & bullet market shows a growing hunger for technical outerwear while at the same time all brands are relentless in making stylish garments with more flattering fits. From ingredient partners to emerging labels, although by no means a complete list, here’s a spin around the many technical outerwear offerings at this year’s Outdoor Retailer Winter Market.
SUPPLY SIDE PrimaLoft This global insulation leader is on a technology roll and is especially stoked about its new PrimaLoft Silver Insulation Active: what the company is calling the most breathable and warmest synthetic insulation ever created, designed for high-output outdoor
By Aaron H. Bible
activities. The new product also allows product designers to utilize a wider variety of breathable outer and liner fabrics (ie., they don’t have to be “down proof ”), resulting in more year-round choices for manufacturers and consumers. “Silver active is 100 percent synthetic insulation that’s been engineered to deliver warmth and breathability that is unlike what’s out there now,” President and CEO of PrimaLoft Mike Joyce said in an exclusive interview with SGB. “This was purely focused on the outdoor segment, and it was purely focused on warmth number-one, and breathability, to allow ventilation for better thermoregulation, and allowing our brand partners much wider freedom of choice in the fabrics and materials they can use. Insulation use is no longer the limiting factor.” Joyce also said that Silver Active will not cannibalize the company’s other insulation products, but would extend PrimaLoft into more Fall and Spring lines. Launch partners for PrimaLoft Silver Insulation Active include: Helly Hansen, Houdini, L.L.Bean, Lands’ End, Mammut, Marmot, Montane, Musto, Norrona, Odlo, Puma, Roots, Under Armour, and Vaude. The second part of PrimaLoft news is the doubling of brands using its Performance Down Blends since the launch last year. They have adopted the Responsible Down Standard and will offer fully traceable goose and duck down products; and will introduce PrimaLoft Black Insulation Down Blend for Fall 2015. Brands debuting Down Blend products for the first time in Fall 2015 include: Atomic, Browning, L.L.Bean, Lole, REI, SportChief and SunIce. (Continuing partners
include Black Diamond, Bergans, Cabela’s, Lands’ End, Helly Hansen, Reusch, Sherpa Adventure Gear, Salewa, Sitka, Under Armour and Westcomb.) And while PrimaLoft Luxe is already on the market with GAP and Bergens Fashion, at least two brands will be debuting the product to the outdoor sector at Outdoor Retailer Winter Market. DownTek So while down blends may be the latest and greatest, waterproof down is still garnering plenty of aisle talk, and component brand DownTek is the subject of a lot of that talk. The company is introducing DownTek Zero: PFC-free water repellent down that uses a nature-inspired approach to achieving water repellency, using lipids instead of perfluorocarbons. In recent years PFC-free water-repellent treatments have been based on paraffin, stearic-acidmelamine, or silicone chemistries, but DownTek is presenting the first successful new combination of natural triglycerides and fatty acids to achieve effective durable water repellency to down. Another ecological benefit is that DownTek is not a "bath" process, but rather a nano-level proprietary vapor process – which the company said produces almost no effluent or by-product washed into water-recovery systems.
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Gore The big news for Gore, known in the outdoor industry primarily for its waterproof, windproof and breathable Gore-Tex fabrics, is the introduction of the new backer technology C-Knit for its Gore-Tex waterproof-breathable laminates, with many leading brand partners (such as Patagonia and Burton) already coming on strong for Fall 2015. Gore is calling C-Knit its most versatile three-layer fabric, filling a niche between Gore-Tex Active (2011) and Gore-Tex Pro (2013). Increased breathability and softer feel is achieved through a backer construction made of an extremely fine nylon circular knit fabric and a lamination procedure specifically engineered to complement it. “The aim was to develop a long-lasting, robust yet softer laminate that could be used for multiple activities by outdoor enthusiasts who rate comfort up there with functionality and yet still expect the products to take a lot of wear and last a long time,” the company said. On-board brands include: Arc'teryx, Armada, Berghaus, Burton, Dynafit, Eider, Haglöfs, Maloja, Mammut, Marmot, Millet, OR, Patagonia, Peak Performance, Salewa, Tilak, The North Face, Volcom, and Ziener. “This innovation is very important for Gore as we developed something completely new and specific for the broader audience such as Hikers, Trekkers or Freerdiders,” said Gore product specialist Chris Mayer in an interview with SGB. “It is the first time in years that there has been an innovation on the backer technology, and the product offers uncompromised durability of waterand windproofness which favors an environmental profile and carries our ‘Guaranteed to keep you dry promise’." eVent Waterproof-breathable competitor eVent fabrics is also introducing new membrane technology called DVStorm - making its debut in Spring 2015 in new products from European technical outdoor brands Montane and Rab. DVStorm is the newest Direct Venting (DV) membrane from eVent, which introduced its original air permeable and waterproof ePTFE technology in 1999. Three-layer laminates made with the DVStorm membrane use 15 denier face fabrics and 10 denier backers, which result in lighter and softer finished fabrics for rainwear. According to the supplier, tests are showing DVStorm fabrics approximately 20 percent lighter and 15 percent more breathable than fabrics made with eVent's original membrane. Internal test data shows the waterproof water column rating is 10 meters or greater, and breathability measures 31,000g/m2/24 hours using test method JIS 1099-B1, ideal for high-output activities such as alpine climbing and cycling. Polartec Polartec continues to see continued growth in snowsports in particular but overall in more brands, including not only snow but also run, bike, fitness, outdoor, and fashion. More companies seem more and more willing to invest in premium fabric technologies like Polartec NeoShell, which Polartec now touts as “the most breathable waterproof fabric on the market.”
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Brooks-Range Hybrid Wool Jacket
“We believe air permeable technologies are changing the way people think about waterproof fabrics, especially as brands seek to build more versatile products,” Polartec told SGB. “We're seeing more adoptions of Polartec Alpha - the first-ever breathable puffy insulation - and next Fall we're excited to introduce Polartec Power Wool next-to-skin fabrics to consumers in a big way, with roughly a dozen brands making use of the material (which is innovative and different from other wool/synthetic blends on the market with its plated construction that keeps wool next to skin and synthetic on the outside), solving the shortcomings of each fiber type and creating a fabric we believe is superior.” For example, the Brooks-Range Hybrid Wool Jacket is constructed with Polartec Alpha insulation in the body and Polartec Power Wool in the arms, designed to be worn as a mid-layer or outer layer. The Lightweight 20d shell fabric in the body protects the user from wind while staying breathable. It retails for $250. Brand partner FlyLow also continues to be a ringing endorser of Polartec for Fall 2015 with its use of NeoShell fabric in the new Genius Jacket and IQ Pant.
3M With more than 30 years of experience behind FlyLow Genius Jacket it, 3M is also making a renewed play in the synthetic insulation market with its 3M Thinsulate Featherless Insulation, winning a Top 10 Insulation 2015 ISPO Award. The product was designed to closely mimic the look and performance of natural down with “two times the loft when wet and without the allergens.” The company says the fill is as lightweight as natural down, highly breathable and provides warmth for extreme conditions.
Photo courtesy Patagonia
BRAND AWARENESS
Photo courtesy Patagonia
"The development of this product was based on the market need for a real alternative to natural down,” said Erik Iverson, new product marketing manager at 3M. “Down is a great insulator, but is volatile in cost and doesn't work if it gets wet. Our new product offers the aesthetics of down but retains its insulating capabilities even when wet and provides a cost effective option for the marketplace."
Patagonia For Fall 2015, Patagonia will launch a new collection of Backcountry Touring apparel, balancing protection with breathability, and focusing on freedom of movement for a full-spectrum of backcountry disciplines. In collaboration between the Snow and Alpine design teams, Patagonia has built a comprehensive winter backcountry offering aimed at human-powered skiers and climbers. From outerwear to backpacks to mid-layers, the collection is tuned for self-supported travel into the wild. As a part of the campaign, Patagonia will highlight its long-standing commitment to grassroots environmentalists dedicated to alpine conservation. “The product inspiration stemmed from the need to specifically address the needs of a backcountry skier and rider. Our assortment previously addressed the needs of core alpinists on one end of the spectrum, and core freeriders on the other, so this was an opportunity to build products for the person who blends the lines between their resort riding and biggest alpine days in the mountains. Many of us here at Patagonia and our alpine and snow ambassadors are spending more and more of our ski days each year in the backcountry, and we wanted products that met those exacting needs. The design inspiration followed the pragmatic end use needs of the products,” said Kristo Torgersen product line manager for Alpine. “Overall we are seeing the continued momentum toward lightweight products that can be used for multiple pursuits. Our Refugative Jacket using the new Gore-Tex 3 layer C-Knit backer technology is a prime example of a product that is lightweight and performs brilliantly in multiple sport settings. The new available technologies (of Gore’s C-knit) are allowing designers to push performance standards higher without sacrificing weight and bulk.” Salomon Two of the hottest new developments in outerwear come from our friends at Salomon. The new Drifter Hoodie, $200, is a unique piece with a versatile Salomon Drifter Hoodie outer face fabric that resists weather and wind and a soft inner fabric that reverses Salomon S-Lab to become a stylish piece for the city or X Alp the resort when you need less warmth and Baffled Down protection. Primaloft insulation makes Jacket it warm and the details provide a clean, sophisticated look. Featuring AdvancedSkin Warm and AdvancedSkin Shield this jacket provides a system of placing the right fabric in the right place to enable movement and manage airflow appropriately for each activity and different weather conditions. Secondly, the S-Lab X Alp Baffled Down Jacket, $550, features a combination of baffled and double layer quilt construction, and
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800 fill down with a Pertex Endurance and AdvancedSkin Warm shell, for one of the warmest down jackets available, yet still light and packable for high mountain assaults in very cold weather. Bergans of Norway For the 2015/16 Fall/Winter season, Bergans of Norway is introducing new collections of hybrid backcountry, mountaineering, cross country skiing, trail running lifestyle clothing. Because temperatures fluctuate from 60 degrees to below zero at any given time in Norway, Bergans’ designers have developed extremely warm and comfortable clothing for changing weather conditions using both hybrid fabric combinations and the layering system for outdoor technical clothing (as well as lifestyle clothing). Additions to the line include new two-layer poly/wool mix base layers, mid-layers made of Pontetorto’s Tecnowool fabrics, jackets with hybrid down/poly and wool insulations, and hard shells with Toray Dermizax non-porous, waterproof breathable membranes. Bergans has a strong CSR program, is Bluesign certified worldwide, and sources the best wools, organic cottons where possible. Dale of Norway Speaking of ultra-high quality apparel from Norway, Dale is finally coming to market in a bigger way with its collection of 100 percent wool, weatherproof outerwear jackets that are windproof, water repellent, and stain/dirt resistant. Dale's award-winning Knitshell Weatherproof technology, first introduced in 2006, is updated for the 2015/16 season with a finer two-ply wool, knit in a 14 gauge, and a stretchier membrane resulting in a soft, lighter technical garment. Knitshell is a three-layer system: water-repellent yarn, windproof membrane, and either a fleece or polyester liner. This is a true heritage brand not to be missed.
tain, Essentials, Luxe, and Urban collections, including fashionable and high performance apparel for men, women, and children. Dare 2B is owned by the Black family who have more than 80 years and three generations’ experience in making high quality waterproofs. The company employs more than 400 people and exports to over 30 countries with dedicated sales offices in France, Belgium, Germany, Holland, and Spain. Sierra Designs Not to be forgotten amongst the heated competition, Sierra Designs is continuing to redefine gear for the backcountry in Fall 2015. The company will introduce new DriDown (it’s proprietary waterproof down) in a number of styles including the Elite DriDown Hoody and Parka that offer increased performance and warmth with less weight. Also new for Fall 2015 is the Outside-In Hoody - a reversible shell that challenges the conventional layering systems by providing “better moisture management while keeping you warmer.”
Mountain Hardwear Another 20-plus year brand, Mountain Hardwear continues to be a leader in the softgoods marketplace with proprietary insulations and waterproof-breathables, as well as updated style and fit profiles. “We focused our product creation on insulaBlack Diamond Black Diamond is launching a freeride ski tion this season. Insulation is cranking in line for Fall 2015. The two the marketplace standout products in the and no one wants line are the Mission Pants to be cold, ever, and Mission Shell, both Mountain Hardwear and we've seen made with Gore-Tex shell Dynotherm Down Jacket Mountain Hardfabric for full waterproofing wear continue to gain a lot of momentum in this and breathability. The real space,” Robert Fry, director of product merchandispoint of differentiation with ing and design, told SGB before the show. “We've the Mission pants is the got the warmest synthetic insulation currently trademarked “Piep’s Pockavailable in our Thermal Q Elite, so it'd be a miss to et.” Black Diamond worked not showcase that technology in cutting edge new with Pieps and Poron XRD styles, like our revised Themostatic collection for to create a safe and funcmen and women.” tional place to carry your “We are introducing a new women's silhouette, beacon (for those who don’t Black Diamond Mission Shell called the Nitrous Down Parka, that surfs in the like to use the harness). very lightweight inspiration from the Ghost Whisperer Down Jacket, but at a more accessible retail Dare 2b price. It's been very well received,” Fry said. “For Dare 2b is a UK-based mountain sports brand offering innovamen, we've introduced a new family called the Dyntive and fashionable ski and sportswear, established in 1999 and otherm collection. These are classically constructed widely sold throughout Europe and increasing its distribution in Q Shield down, high-loft styles, with a mash up of the U.S. Dare 2b expands its U.S. 2015/16 offering with a new and Black Diamond Mission pants heritage aesthetic and future seeking design vision.” redesigned Fall/Winter line featuring Ski Sport, Free Ski, Moun-
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Arc'teryx ProCline Jacket
Arc'teryx Never to be outdone, Arc'teryx launched a new division of outerwear for the ski alpinists for next Fall. The key piece is the ProCline Jacket and Pants. The ProCline Jacket is lightweight, weatherproof, highly breathable, and harness compatible (foam inserts on the hip bottom-hem to keep your harness in place; high pockets). It’s a hybrid line for all-day alpine use (men’s and women’s). Also new is the Lithic Glove. Arc'teryx used the heaviest duty Gore-Tex from the Gore motorcycle category to achieve the most durable and lightweight ski glove available. Arc’teryx is also coming in strong with Gore C-Knit.
NuDown Never heard of NuDown? It’s the “only outerwear brand utilizing compressed air as insulation,” and is officially launching at this year’s Outdoor Retailer Winter Market. Its jackets and vests feature NuDown’s proprietary NuTech technology, enabling wearers to personalize their level of insulation on demand. SGB has not been able to test this yet, but according to the company, using a stowable pocketsized hand pump, consumers pump air into dynamic chambers in the garment until it conforms snugly to the body, providing superior warmth and comfort. Air is released via the same pump valve for cooling. The Fall 2015 collection includes six premium technical outerwear styles (three men’s, three women’s) inspired by the original Mount Whitney Vest and Squaw Peak Jacket. Outdoor Research As per its usual, Outdoor Research is introducing a wide variety of new pieces to its lineup for Fall 2015. In the trending shacket look, the Sherman Jacket pairs a plaid, yarn-dyed polyester softshell exterior with a high-loft sherpa fleece interior. Elbow patches, suede trim and rubber-coated snap buttons add retro authenticity to this quietly technical piece at $130 retail. The Vindo Hoody, $165, melds horizontal baffled construction on the body with Alpin-Wool side panels for stretch and breathability. Ultrasonic welding is used to create a quilted polyester woven shell above warm synthetic insulation that makes the Vindo soft, breathable, weather protective, warm and visually unique. The Uberlayer Hooded Jacket combines Polartec Alpha insulation with an innovative open-mesh interior lining, giving it best-in-class breathability in the growing category of “active Insulation.” The result is an insulated jacket that is “able to breathe
Outdoor Research Vindo Hoody
Outdoor Research Uberlayer Hooded Jacket
Outdoor and dump excess heat Research in aerobic situations yet Diode retain warmth during Hooded Jacket downtime.” Retailing for $299. Using both down and synthetic insulation “Hybrid Mapped” to optimize performance, the Diode Hooded Jacket is weather resistant and highly compressible. Primaloft Gold synthetic insulation is used in the hood, shoulders and hips (areas more exposed to moisture), and a 70/30 DWR-treated down/Primaloft Gold blend optimizes loft, warmth, compressibility and weight in the body for $325.
Columbia Sportswear Featuring even more new technologies and continuing its trend of more contemporary designs, Columbia’s Fall 2015 collection is highlighted by the Titanium line carrying over improvements from its lauded 2014 Winter Olympic uniforms. “The insights and inspiration garnered from working closely with Olympic athletes were too valuable to be left on the podium,” said Fred Dennis, general Fred Dennis, manager of Outerwear General Manager, at Columbia. “We Outerwear decided to weave that Columbia performance perspective across several new collections, starting off with the new Columbia Titanium collection. It represents the best of our best.” Columbia Titanium is a collection Columbia of outerwear, sportswear, footwear and Sportswear Heatzone accessories constructed with premium 1000 fabrics, innovative technologies and deep feature sets that will serve as an ongoing technology and innovation platform to bring greater value to the broader product line. This strategy is reflected across the line from the lightweight but featureheavy First Tracks 860 Jacket to the Heatzone 1000 featuring new “TurboDown Wave” construction utilizing Columbia’s TurboDown Performance Enhanced Down.
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in the sleeves and side panels. Also new is the Saturn LS and Hoody and the Stratosphere LS and Hoody: L1 layers that use a 45 percent polyester, 40 percent merino, 15 percent polyamide blend to provide insulation and next-to-skin comfort. Montane The UK’s Montane will now be using Allied Hyperdry (RDS) water-resistant down in all of it’s down apparel, with six new introductions for the Fall/ Winter 2015/16 season. There’s also the new Hi-Q Luxe Synthetic Jacket, featuring anatomical microbaffle construction specifically designed to provide the perfect loft space for Primaloft’s latest insulation that mimics the aesthetics and thermal properties of down for $239 retail. The Black Ice 2.0 Jacket also features 250 gram Primaloft Gold down-blend insulation with a FreeFlow Ultralight outer shell, stowable hood, lined pockets and more for $239. For women comes the Minimus Hybrid Montane Jacket - a techniBlack Ice cal, waterproof Pri2.0 Jacket maloft insulated mountain jacket for excursions into the backcountry. The versatile combination of insulation, breathability and ventilation make the Minimus Hybrid a great stand-alone jacket for ski-mountaineering, ice climbing and touring. Pertex Shield + and 60g Primaloft Silver ECO insulation provide full weather protection and features like articulated arms prevent constricting during movement, while adjustable helmet compatible hood and dual-angled core body vents provide versatility. Suggested retail price $399.
Montane Hi-Q Luxe Synthetic Jacket
Columbia Sportswear TurboDown Jacket
TurboDown Wave is the company’s patent-pending construction method that eliminates cold spots where body heat escapes. According to their statement, rather than creating a traditional seam by sewing the lining and shell together to create a baffle, Columbia developed a unique method of jacket construction by combining 900 fill water-resistant down with Omni-Heat Thermal synthetic insulation, whereby the Omni-Heat Thermal insulation runs through the jacket in a wave-like pattern with down on both sides throughout the baffles. La Sportiva Another Euro brand making big waves in the high-end U.S. alpine market is LaSportiva, which is overhauling its legacy outerwear pieces with refined fit, materials, function and style. The Troposphere, Atmosphere, Venus, Neptune are all now Bluesign approved products and the new 2.0 versions use BeCool Yarn. Estela, Pegasus, Halley and Latok now use Bluesign approved fabric and face fabric is lighter than previous versions. Pocket design is streamlined and lower profile. In the Cham and Tara, new versions use lighter face fabric with Spirex on shoulders and under arms to maximize drying and comfort, especially when wearing a pack. Voyager, Galaxy, Iris and Avail will now be made from a new proprietary fleece -TechStretch Pro Guard, tested to be more durable and abrasion resistant than previous iterations. Primus and Siren will now also be made with Spirex construction to enhance breathability and moisture transport, and these pieces also get the upgrade to TechStretch Pro Guard
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Kavu Kavu is back on the scene in a meaningful way with its apparel, going back a couple of seasons now and coming in very strong for Fall 2015 with some trendy pieces. The Men's Kavu Fireside Hoody is a rugged, heavy weight cotton flannel heritage-inspired jacket with a straight hem and specialty button closures, chest and front patch pockets and a nylon-quilted liner with polyester fill with a suggested retail of $110. The men’s Rambler Quilted Shacket is designed to fit comfortably over another shirt Kavu Fireside Hoody (left) and Rambler Quilted Shacket (right)
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with a DWR-coated canvas shell polyester insulation and a vintage vibe for $95. The women’s Fall Breeze features classic utilitarian design and retro styling in a foul weather worthy full-zip shell. The 100-percent cotton DWR coated hooded jacket with curved back hem has two lower patch pockets and a white contrast zipper that brings rugged sophistication to a three-season shell for a suggested retail of $80.
Kavu Fall Breeze
Helly Hansen For Fall/Winter 2015, this classic brand continues to dominate in Europe and the U.S., bringing out new training pieces with 360 degree reflective fabric, a new outerwear line named after the Norse god of snow, and 100 percent wool baselayers featuring stylish prints. In the Ullr line comes the Ridge Shell Jacket, $500, for deep powder. The jacket combines Helly Tech Professional 3L fabric with a new air-permeable membrane for breathability, dryness, Helly Hansen Ridge Shell warmth and comfort. Jacket They gave it a longer, relaxed fit to work with users’ backpacks. Freeride-specific features include a jacket-pant compatible powder skirt, higher collar and goggle wipe. The Elevate Shell Pant’s, $400, skiing-specific cut provides a comfortable, relaxed fit. Again, Helly Tech Professional 3L fabric pairs with the new air-permeable membrane for optimal dryness, warmth and comfort. Freeride-specific features include jacket-to-pant integration belt loops, Velcro waist adjustment and Recco Advanced Rescue System. Women get the Aurora Shell Jacket, $450, and Pants, $350, designed for Helly Hansen adventure off-piste in a longer, tailored silhouette. Aurora Shell Features include a hi-viz brim and large adjustJacket and able cuffs. Pants
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Dynafit Another Euro leader making fresh inroads into North America, Dynafit apparel is as hard charging as the company’s skis and bindings, with updated colors, fit and features for the U.S. market. Speed, performance, technology and lightness are the core concepts found throughout the entire new Dynafit winter apparel line - designed for fast transitions and a seamless flow. At least four pieces stand out in the Fall/Winter 2015/16 line, all incorporating premium ingredient partners such Dynafit TLT as PrimaLoft, Polartec, Pertex, and Gore-Tex. Insulated Look for the new TLT Insulated Jacket, featuring Jacket and Yotei Gore-Tex warmth and windproof protection with PrimaLoft Luxe insulation and Pertex Quantum face fabric, weighing in at 11.7 oz., $220. The new Yotei GoreTex (C-Knit backer technology) Jacket is designed for backcountry freeride, a big category push for Dynafit overall. Roomy chest pockets will accommodate skins as well as other features human-powered aficionados will appreciate. The new Mezzalama Jacket (and Pants) featuring Polartec Alpha is billed as the ideal jacket to bring for competition or training activities requiring added warmth, range of movement, and enhanced breathability. The new Chugach Pant (pair with Chugach Jacket) features Polartec Windstopper Softshell fabric where it’s needed and lightweight, stretch-woven, DWR treated fabric for heat-regulating comfort everywhere else, using design and technology to create one of the best backcountry shells on the market. Ternua Ternua is a Spanish designer and manufacturer of technical mountaineering, climbing and skiing apparel and outerwear making its debut to specialty retail stores in North America with its Fall/ Winter 2015 collection. The collection includes a wide variety of garments designed for four outdoor categories: Alpine, Mountain Ski, Trekking and Hiking. Every down product throughout the Ternua collection will feature 100 percent ecofriendly recycled down known as Neokdun. “Ternua has been designing and making technical outerwear and apparel for nearly 25 years in Europe and Asia so we are thrilled to now be offering it to U.S. consumers who demand the same high-quality performance gear that European mountaineers and athletes use,” said Bruce Barrows, VP sales & marketing in North America for Ternua. “Staying
WMIJan15.pdf
true to the company’s strong sustainable philosophy, Ternua will also be the first and only outdoor brand that will feature recycled down in each and every down product in our collection.” Look for a full line of insulated, premium-ingredient branded technical garments and fashion-forward parkas at the company’s Outdoor Retailer Winter Market booth.
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Ternua FashionFoward Parka
Adidas Outdoor Continuing to make the inroads in outerwear that the company deserves, for Fall/Winter 2015 Adidas Outdoor will continue its new direction for the “terrex” collection by adding several new versatile and lightweight winter apparel pieces to already established key products designed to support real life mountain athletes. The new waterproof and breathable three-layer Gore-Tex Pro Shell terrex TechRock GTX Jacket is designed for ice climbers and mountaineers looking for maximum protection, packability, and freedom of movement with an athletic fit for $494. The terrex TechRock Climaheat Hoodie, $399, is made for alpinists and ice climbers with its warm, lightweight and packable characteristics. In addition to its high-end insulation (premium RDS-certified 90/10 goose down with 800 fill power) this jacket offers heat seals at cuffs, collar and lower hem. In order
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to provide extra coverage without adding weight, adidas designers developed a heat seal baffling construction: through different sized baffles, every other baffle covers stitching lines and minimizes cold spots through overlap. The terrex Climaheat Agravic Down Hoodie, $374, has the same baffle construction and a Pertex Quantum shell for lighter weight. ■
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Adidas Outdoor terrex TechRock GTX Jacket (top), terrex TechRock Climaheat Hoodie (left), and terrex Climaheat Agravic Down Hoodie (right)
Tre n d i n g fo r
2015
Nordic Skis and Boots By Scott Boulbol
Nordic skiing has literally been around for centuries, but it’s been mainly over the last half century that it’s steadily gained popularity in the U.S. - originally as a means of experiencing the joys of backcountry exploration during winter months and now as a serious fitness regime, as cross training for warmer weather aerobic pursuits, and as a recognized and growing competitive sport as well from youth through collegiate and Olympic levels.
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T
he trend gained even more momentum as the relatively new discipline of Skate skiing boomed in the last couple decades. Between the two (Classic and Skate), more than three million Nordic skiers hit the snow during the 2013/14 season according to Snowsports Industries America (SIA). Recent trends suggest that the Classic discipline has regained popularity over the last few years. And while Skate continues to grow as well, it’s this rebirth of Classic that is driving much of the innovation in the industry.
Nick Castagnoli, Communications and PR, Rossignol USA
Photo courtesy Madshus
Nick Castagnoli, who handles communications and PR for Rossignol USA said, “Classic experienced a rebirth three to four years ago and has been steadily growing with more entry-level participants using Classic as a way to cross-train for cycling and running. To address that, we now offer a more performance-level Classic ski with a waxless, patterned base.” "One major trend is the move back to Clas- Isaac Wilson, AmerSports’ sic Nordic skiing and Nordic Commercial making equipment to Manager, facilitate that,” agreed Classic Isaac Wilson, AmerSports’ Nordic commercial manager for Classic is seeing a resurgence in the community and the more convenient solutions are spurring that growth.” And this trend is not just in the recreational groups - Classic is gaining momentum with the high-intensity crowds
as well, who had favored the notorious rigors of skating, as they realize that this can also be an outstanding full-body workout. But while skating is almost exclusively a highly aerobic pursuit, Classic can also provide a more relaxed outdoor experience. Plus it’s less technique-intensive, and more readily accessible than skating, so it can be far more attractive to the enthusiasts who just want to get on the snow and go. While downhill skis have undergone radical overhauls in their design over the past 25 years or so – with the shaped-ski revolution yielding skis that are hardly recognizable compared to traditional shapes – the evolution of Nordic products has been a little less severe and rapid. That’s not to say the technology behind these products hasn’t improved dramatically, just that it’s less noticeable to the naked eye. Once you actually ski on these new Classic and Skate skis and boots, however, there’s little comparison, even to just five years ago. Of course they’re considerably lighter, as shaving grams is always on the top of designers to-do lists, but they’re also much faster and more responsive. And these improvements not only help experts tear up the race course, they’re also more forgiving for the tired enthusiast whose technique may suffer on hills or toward the end of a long workout, and beginners just trying to learn the ropes. And innovations in base materials and skins have made it much easier to handle various or changing conditions without having to rewax every time. With skis, these innovations have been pretty much across the board, with the exception of basic shape: materials, core designs, base structure, flex patterns,
and to a lesser extent camber, while improvements in boots have been primarily achieved with materials and cuff designs. The use of carbon fiber has heavily influenced both categories of late and especially in the 2014/15 season. Full carbon boots, for instance, are slashing typical weights and adding a lot of lateral stiffness, overall support, and power. And when used in ski construction, it again dramatically cuts weight, but also adds snappy, responsive performance and powerful energy return. Base materials are more wax-friendly than ever before meaning they’ll not only accept the wax quickly but will last longer on the snow. And while overall bases can handle a wider range of temperatures and conditions, some brands are making temperature-specific bases for skiers who usually ski in specific conditions like the cold, dry snow in Montana. Finally, even this ages-old industry can’t avoid the ubiquitous influence of the digital world. Brand new for 2015, the oldest brand in the industry, Madshus, offers the most space-aged innovation in the industry, albeit one that doesn’t directly affect the performance of the ski. Its Empower technology embeds chips in select skis that can immediately tell the consumer or dealer precise information on stiffness, sidecut, flex pattern, etc., with the scan of a code. “The goal behind Madshus Empower is to enhance the appeal of Nordic skiing for new participants while offering our most seasoned, competitive consumers with a resource that will enable them to train Chris McCullough, USA more efficiently and get Marketing Manager, more from their skis’ Madshus performance,” said USA Marketing Manager Chris McCullough. “It transforms the retailer and customer experience by making a more precise and true fit to one’s skiing ability. The embedded NFC chip, once scanned, provides
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retailers with instant ski selection capabilities, heightened inventory management, and streamlined customer service. Within minutes, individuals are matched with their perfect ski.” And yes, there’s an app for that! “The free app … will provide individuals with an on-the-go resource to better customize their skiing performance through changing snow conditions, while also providing them the ability to log and store their workouts, ski inventory, and wax history.” The Empower technology is offered in 10 models. The top-end Redline Carbon Classic Plus and Redline Carbon Skate Plus skis, ($750; sidecut: 44/43/44, and 44/42/44), both offer triaxial carbon construction which places extra carbon weave around the core to enhance torsional stiffness liveliness. 3D construction shaves material while channeling stiffness to key areas. The Classic model features the Black base and the Skate uses a transparent base, but both are recommended for warmer temps and dirty snow. Both are also offered in the Cold model for sub-freezing temps and drier snow. The Empower technology is not just for serious racers – it’s also offered on the lower-end Hypersonic Carbon Skate and Hypersonic Carbon Classic Skis, ($475, 44/43/44, and 44/42/44), which are still billed as racing skis but are also great for enthusiasts seeking to improve their overall performance. Both maintain the triaxial carbon construction of the Redline but with a slightly heavier, less lively core. The Skate model features medium-high but a flexible camber line to help with edge-toedge quickness and comes in four base options for various conditions. The Classic features a long, low camber and new tip shape with a slight splay in the tip and the tail to ensure minimal snow resistance while improving glide. It’s best in subfreezing temps. Madshus’ top-end Super Nano Skate Boot, ($760, Madshus Super TKTKg), is incredibly light and stiff. The 3D-molded Nano Skate Boot carbon base is a one-piece design they say better cups the heel and matches the contours of the foot while minimizing the amount of material between your foot and the ski for better power transfer. And a flexible, softshell upper allows plenty of knee flex and range of motion. Salomon is also offering a full carbon shell boot with Salomon its Carbon Skate Lab model, ($900, 860g), that Wilson Carbon calls “a game changer, with a 360 degree monocoque Skate Lab frame, 3D pre-shaped liner, and Custom Fit Lab liner.” Add to that a ratchet instep closure and two separate lacing areas, (forefoot and upper), and the fit on this boot may offer the most customizable fit on the market. Plus all the parts that wear, including cleats and buckles, are replaceable so you can feel a little better about the price tag! Salomon’s sister company under the Amer flag, Atomic, brings some backcountry tech to the groomed trails with its Sport Skintec Classic Skis, ($565; sidecut: 4344-43mm). They feature Atomic’s unique Skintec technology – short, glue-on skins made of mohair that are just longer than the boot bottom. This provides powerful kicking in any condition from powder to ice and glides surprisingly well. This is perfect for the enthusiast who just wants to grab his skis and go – no waxing to deal with no matter the conditions. And they borrow their SDS Construction from its top-end Redster line (also available with Skintec); which they say helps keep the kick high during glide phase but stays easy to compress during the kick. Also borrowing skin technology, Fischer is offering probably the closest thing to a true hybrid between track and touring skis with its new, metal-edge S-Bound 125 Madshus Hypersonic Carbon Classic Skis
Crown, ($390; 125/95/120mm). While its not recommended getting this ski if you’re usually skiing in groomed track, it would be a great option for those who generally do light touring but would like to have a little groomed kick-and-glide fun now and then. Just be careful because it barely fits into the track grooves. The waxless ski has cutouts that allow for the innovative Easy Skin system to slip through the body of the ski and attach to the ski top, just in front of the binding, for easier installation - this means just enough under-foot coverage to get into the wilderness easily while exposing enough base to maintain a smooth glide. At the other end of the spectrum, Atomic also offers an ultralight, full-carbon boot, with its 2015 RCS Carbonlite Skate Racing Boot, ($850; 910g). It’s one of the lightest boots available, and very stiff, and it fosters a more forward position in keeping with the latest trend in Skate technique. The minimalist design means there’s no instep buckle, but the lacing system keeps the foot snug. But they didn’t leave out the antimicrobial liner so go ahead and hammer! Fischer Speedmax Classic Skate
And their Speedmax Classic Skate, ($750; 41/44/44mm), is equally cutting-edge, featuring a narrow front end and cutout tip, lowering swing weight at the tip when the skier pulls the leg forward after a kick. And the base is constructed using a cold pressure bonding process rather than the usual heat pressure technique; which, they said, minimizes susceptibility to temperature and improves wax absorption for better performance across temperature ranges and less reliance on the perfect wax. L to R: Atomic Sport Skintec Classic Skis, Fischer Speedmax Classic plus, and Fischer S-Bound 125 Crown
Rossignol X-Ium Skate
Another trend in the industry especially over the past couple years, according to Rossignol’s Castagnoli, is more call for higher-end performance and a lower price point than the usual top-end racing products. So like other brands, they responded by bringing some of the most innovative tech down from their renowned X-Ium World Cup line to a new non-WC line of X-Ium Skate and Classic Skis, ($575; 40/44/43mm and 44/44/44mm). Both share their construction method and pairing process with their top-end cousins, and both feature a twopart Active Cap with multi-directional fiberglass at the core, that they said maximizes flex through the tip and tail while adding torsional rigidity throughout. All that’s missing is the carbon fiber, which adds some weight but widens the sweet spot in the flex and brings the price down considerably. The Skates are offered in the S2 featuring a narrower tip to save swing weight and a universal flex and camber height for varying conditions. The Classics feature a straight sidecut and are offered with a C2 waxable base for varying conditions and the AR waxless base for grab-and-go convenience. The nonWC version is also offered in the X-Ium Boots for both disciplines, ($520; weight not available). In keeping up with another recent industry trend, Rossignol continues to offer a wide range of women’s-specific products
like their new X-10 FW Skate Boot, ($290; weight not available). This expert-level boot features a 3D composite heel and a 3D injection cuff for lightweight and strong torsional rigidity. But they said the entire unit is based around the specifics of a woman’s foot and lower leg for a better fit and more power and control. There’s even a Thermoformable inner that molds to the foot when heated for a customizable fit and double lacing for independent closure around the forefoot and instep.
Rossignol X-10 FW Skate Boot (left) and X-8 Pursuit Boot (right)
Much of the same construction process is employed on the slightly lower-end X-8 Pursuit Boot, ($210; weight not available), but at a lower price point for the more intermediate-level female skiers. There are fewer performance features but more emphasis on comfort and user-friendliness with features like an offset zipper and a single lacing system with Speedlace closure. ■
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INSOLES
101
Retailers Offer Their Tips on How To Fit and Sell Insoles By Thomas J. Ryan
W
ith rich margins and strong growth as customers become more aware of benefits with information available across the Internet, insoles have been key sales drivers for athletic retailers of many stripes over the last several years. But it can also be a challenge for stores. The extra cost - ranging from $20 to $50 for a pre-fab orthotic to upwards of $100 - often surprises the consumer that has already paid $120 for a pair of running shoes or much more for a pair of boots. Another level of expertise is also often required versus footwear to properly fit someone in an insole and spell out its benefits. An ongoing hurdle appears to be many young staffers enamored with the footwear side of the business and not having any experience themselves with an insole. SGB reached out to a number of running stores, ski shops, and footwear-fit specialists to explore the insoles opportunity as well as the inherent challenges in selling the category.
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test” with the OEM insole in one shoe and an OTC insole in the other. Said Cleary, “They immediately feel the difference.” The whole evaluation process can take 45 minutes to upwards of two to three hours. “But the plus side is that we normally have a customer for life then and they become our advocates selling the quality and service at 9th Street Active Feet.” The store primarily sells Sof Sole partly because the retailer also sells Sof Sole’s parent Implus Brands’ other shoe care, laces, and other accessory lines to offer a “one-stop shopping option.” But Cleary also finds Sof Sole’s Athlete product “the best sock liner in the marketplace.” Upgraded options as part of Sof Sole’s Fit series are also available if a more-customized fit is required. The store also carries Aetrex's Lynco's line and Archmolds, owned by Powerstep. Noting that the midsole often loses its effectiveness well before the outsole, Cleary said his staff often offers an insole as an option to extend the life of an athletic shoe. Once convinced of the benefits of an orthotic in their athletic shoes, there’s a “trickle down effect” with the customer wanting them in their dress and other shoes. But the effort starts with getting customers comfortable in the store and in discussing their feet. Said Cleary, “If they can touch it and see it and if it’s explained to them in logical fashion, then we have a customer for life.”
9TH Street Active Feet I Durham, NC 9th Street Active Feet in Durham, NC works to get customers thinking more deeply about their feet when exploring insoles. Said Walter Cleary, president, “Most people don’t pay attention to them until they get a bunion or worse, plantar fasciitis, shin splints, tendinitis, or some other performance injury.” His staff goes though extensive in-house training in addition to periodically attending a sports medicine symposium program at the University of Virginia to gain insights into the latest research. Tech reps also regularly provide updates. The store’s reputation for education is further enhanced by its work with many of the athletes at the University of North Carolina and Duke as well as its expansive medical referral business. Said Cleary, “We’re basically heath educators and specialize in kinesiology.” In the store, associates observe whether the cusWalter Cleary, President, tomer pronates, supinates, or has a neutral foot as part 9TH Street Active Feet of the initial screening process. The customer’s existing sock liner is then taken out and they’re shown the wear patterns where the customer may be missing adequate support. Customers are then encouraged to take a “taste
Gazelle Sports I Grand Rapids, Mi Gazelle Sports, with stores in Grand Rapids, Kalamazoo, and Holland in Michigan, sells Powerstep and Superfeet due to their brand equity with runners as well as their willingness to be a strong business partner. "The category is a huge part Ted Kushion, Product of our business," said Ted Manager, Kushion, product manRunning Footwear ager, running footwear. "It's an item that leverages our strength as 'fitting specialists' with a high margin category that can also turn very quickly. The biggest opportunity I see is that insoles can help you sell more shoes to the same customer by expanding the range of products the sales person can bring a customer. That typical 'mild stability' person can now consider a bunch of neutral cushioned shoes with an insole." One newer challenge in recent years, he noted, is selling an insole plus a pair of shoes with the rising price tags on footwear. Added Kushion, "Often times it's an ‘either-or.’ We also sold a ton of insoles to customers insisting on minimal shoes, and that ship has sailed." As far as advice, he doesn't see any advantage in over-assorting the category. "Pick two or three vendors that you want to build a great relationship with, put your money there," said Kushion.
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Partnering with local medical professionals can also boost the category. Vendors can help by seeding product to those influencers. On the sales floor, insoles should ideally sit within a few steps of the shoes or shoe wall. "The best approach in my opinion is just to ask. 'Have you ever tried an insole?'," said Kushion. "That gets a dialog going and hopefully leads to stepping into a pair." While insoles can be a great benefit for running shoes, Kushion likes directing the conversation toward the support they give when not running. "After you've beaten the body up on that long run, we all know your body needs to recover. An insole, whether out shopping or working on your feet all day, helps your body do that. The softest Hoka on the shelf won't save your knees if you're putting in eight-hour shifts on hard floors with no support before every run," he said. Overall, he cautioned that associates should be consistent with the process noting that Gazelle has been called out by regulars for overly-pushing insoles in some visits and then not encouraging them at other times. Said Kushion, "If you're making it part of every 'fit' process, then it has to happen every time." Ted's Shoe & Sport I Keene, NH Ted's Shoe & Sport stocks Sole, Superfeet, and New Balance insoles partly because local medical professionals regularly recommend them. The vendors also support the category from an inventory standpoint, pricing/terms/returns, medical marketing, as well as in-store and community events. "This category is extremely important to me," said Ted McGreer, owner. "It's roughly 12 percent of our sales and is a constant driver for repeat business." McGreer estimates that medical referrals can drive as much as 60 percent of his store's insole business. The rising costs of custom orthotics also encourage many doctors to suggest an OTC insole first. Moreover, the growing needs of an aging population and diabetes trends are Ted McGreer, owner Ted's expected to support Shoe & Sport the category. Once a customer finds the benefits of insoles, they want additional insoles for other footwear applications, and replace them regularly when purchasing new shoes. Subsequent word-of-mouth then reaches new customers. "I would say it's evolved somewhat as a category because we believe a good insole/footbed is often more important than a new shoe," stated McGreer. Like many other categories, distribution and placement of the product, retailer MAP violations, and direct-to-consumer sales from vendors are primary problems. At the store level the
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cost, in addition to the shoes, can be a hurdle. But McGreer estimates his staff converts 75 percent of customers when they get them to try on an insole. At the store level, a 10 x 10-foot wall plastered with insoles shows the store's commitment to the category. Each staff member of Ted's Sports is given a pair of insoles so they can directly speak to the benefits of the product to consumers. The staff tries to have a footbed conversation with just about anyone looking for new footwear. Once on their foot, associates will pull the OEM sock liner out of the other shoe and show the customer the inside of the flat shoe. Said McGreer: "We'll then show them what we call the 'press test,' where we press on the foamy arch portion of the OEM sock liner and watch it collapse easily and see how flimsy it is.” Associates are trained to make sure the waist of the inside of the shoe matches the waist width of the footbed. The thickness or volume of the footbed, especially under the forefoot, is also a critical part of the fit process. It carries Sole, Superfeet, and New Balance because of each offers different thickness and width options. The store is "very careful" about how much they say as it relates to helping to aid in certain injuries. "My staff knows they're not doctors, nor should they act like they are," said McGreer. "We do feel, however, that we can ask the right questions, be sure not to diagnose anything, and offer some stories about some of our existing customers who've had success with the product in the same situation. Parents especially want what's best for their athletic kids, and the moment I can show a mom what hyper-pronation looks like and how we can help keep the chain in better alignment, it's usually a win-winwin; Mom’s happy, customer's feet feel better, and our store's more profitable." Bootdoctors Telluride, CO and Taos, NM Footbeds have been a major category for BootDoctors since its first location opened nearly 30 years ago.
Bob Gleason, President, BootDoctors
"Footbeds provide the largest margin annually of any individual supplier we carry," said Bob Gleason, president. "We sell footbeds with almost every pair of ski boots that we deliver. We have a growing market for footbeds for biking, hiking, and other ambulatory sports. Every year it grows for us. Our clients have become more sophisticated in understanding the need for footbeds." BootDoctors uses the Instaprint brand from Masterfit because Gleason believes it provides "the most range of variability in finish to build the right bed for the nuances of varying feet." BootDoctors introduces footbeds at the very start of the sizing process. Having well-made footbeds to show the shape and demonstrate the support helps BootDoctors’ associates significantly in client understanding of the products. "Measure the foot seated then again standing," advised Gleason. "When the fitter notes the spread of the foot under weight bearing, visually show the client how the foot unlocks and spreads. This motion causes collisions between the high spots on the foot and the footwear that contains it. The instability stretches connective tissue and causes strain and discomfort. When the seed is planted early, as the fitter moves through the process, loop back to the footbed and add it on. It dramatically increases the take on the sale and provides a compelling reason for the client to return for future purchases."
A previous bad experience with an insole that has been made by a less-skilled technician can be a challenge for an associate to overcome. But Gleason believes insoles are key to comfort and performance in ski boots. "The foot evolved to be a mobile adaptor," said Gleason. "When the foot is loaded, the mid-foot unlocks. The result is motion in the ankle, rotation of the tibia, stretching of the arch, and outward twist (abduction) in the forefoot. These motions are the major cause of pain in ski boots. Control these motions and most fit problems are reduced or eliminated. Holding the foot stationary with a footbed allows success in stretching, grinding, or successfully repadding a ski boot." SportMed Retail Group I Vancouver, Bc SportMed Retail Group is described by its president, Dale Harris, as a “home healthcare store,” offering a wide variety of bracing and rehabilitation products. Medical referrals support much of its business. In footcare, the four locations build custom orthotics but look to OTC insoles to provide a less expensive alternative that could work well enough for budget-minded patients. Sole and Superfeet pre-fab OTC insoles that cost around $50 in SportMed’s markets while a custom-made device generally costs $400 to $500. Another option is a modified OTC that costs $175. Customers go through the same assessment made for a custom-made device. A “minilab” in each location, which Harris likened to a workbench in a shoe repair store, then adds foams, metatarsal pads, top covers, and other materials for a customized Dale Harris, President, fit. Noting that orthotics “are not by SportMed Retail Group any means a precise science,” a sixmonth follow-up is also included for any further adjustments. Like any well-made custom device, Harris looks for an OTC insole that has an arch that will meet the arch of the foot and also supports the rear foot through heel strike and mid-stance. Said Harris, “The Sole and Superfeet brands work really well for us because they present that anatomical shape.” On the floor, Harris sees that customers initially find the extra support to feel strange and that takes some explaining. “As long as it’s not uncomfortable or painful, you’re going to get used to that and you’re going to find you really like it. It’s going to offer you some benefit you didn’t get from the flimsy device that came with your shoe.” He also noted that once customers understand the benefits of insoles for their athletic shoes, they would frequently come to buy them for their dress and casual shoes. SportMed also does a healthy business selling Sole flip-flops. Harris is concerned that products over the last few years have arrived to enable running and walking stores to modify insoles.
He believes stores are “taking on categories they’re not trained to handle.” For instance, fitters have to understand the different biomechanics involved in skiing versus running. “Running is more of a heel-to-toe action and trying to control that foot though heel strike and mid-stance,” said Harris. “Skiing is more edging.” Harris also cautioned that an insole is only as good as the shoe it’s put in. “If the shoe breaks down, it’s like building a structure of a fantastic house on swampland,” said Harris. “The house is just going to collapse into the swamp. And that’s the same thing with the shoe. If it doesn’t have some basic design features – heel counter, torsional rigidity, a reasonably-straight last, etc., those insoles aren’t gong to function as designed.”
Photo courtesy New Balance
New Balance I St. Louis, MO Mike Morey, the head buyer for New Balance stores in Tulsa and Edmond, OK; Baton Rouge, LA; Cardiff by the Sea, CA; Huntsville, AL; and Littleton and Cherry Creek, CO; has seen his insole business grow with relationship building with local doctors and subsequent referrals. “The products have become more advanced and have true specific functions and offer benefits to the customers,” said Morey. “We also attribute growth in the category to our staff becoming more aware and educated on the benefits and features of inserts to go along with certain shoes and foot types.” New Balance stores, which sell New Balance-branded inserts and orthotics, use a foot scanner that shows a detailed foot and arch analysis of the customer’s feet. It offers a view of pressure points under the foot as well as arch type and shape.
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“This is a very effective tool to show the detail to the customer as they stand on the machine to point out their foot as they have typically never seen before,” said Morey. “Our associates are able to explain how an insole can help their foot type in need or just add some enhanced cushion and support beyond the shoe. As the shoe will fit their length and width, the insert will fit their arch type. We leave it to the customer to decide after educating them, and let them try the shoe with one insole in and the other insole out, to get a clear understanding for the difference they feel, whether they like the fit and feel or not.” Morey likewise added that most customers come in to see New Balance footwear, with little knowledge or understanding of insoles, how they work and benefits and features to them. He added, “It is our job to educate them on everything we have to offer to allow them to get a true experience and leave feeling more comfortable and knowledgeable than they did when they walked in.”
Holly Wick, Co-owner, Athletic Soles
Athletic Soles I Petaluma, CA “I am 57 and an ‘All World’ level triathlete,” said Holly Wick, co-owner of Athletic Soles. “The truth is that without an insole, I would not be able to run at all. I wear custom orthotics in my running shoes.” She wears and sells only Superfeet because they suit different arch heights and fit in a variety of shoes. “We see folks with plantar fasciitis every day,” said Wick. “All ages, all foot types. The Superfeet seem to do the trick. I can't tell you how many customers have hugged me as thanks for relieving their pain!” The key to selling insoles, she sees, is simply getting it into the customer’s shoes to let them directly experience the arch support. “Yeah, cavemen didn't wear insoles, but cavemen didn't walk or stand all day on hard surfaces like we do,” stated Wick. “If we all lived on the beach, we wouldn't need them.” She said nearly all shoes don’t have orthotics built in partly because it’s too expensive, but it’s also not feasible since individuals have different arch height needs.
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“The key is believing in the product,” added Wick. “I have a young, elite athlete who really couldn't sell them. That was until he ending up with Plantar Fasciitis. I gave him a pair, and now he can sell them!” Cool Comfort Shoes I Frankfort, KY Insoles are the number-one profit center for Cool Comfort Shoes because they work, said Co-owner Jim Sheridan. “We credit our ability to sell good insoles with a lot of the quality word-of-mouth referrals we get that build our store volume,” he added. The store has three certified pedorthists who not only explain the benefits of insoles to medical customers but also instill confidence with the store’s sales staff in dealing with problem feet. The staff ’s initial focus in the fit process is simply explaining that manufacturers must put a “very generic” insole in their shoes because everyone's feet are so individual. “The only function of OEM insoles is to feel good at point-of-sale,” said Sheridan. “Our staff must explain why we can customize their experience with the right insole. Then it's ours responsibility to give our customers the opportunity to try our suggestions.”
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Powerstep, Spenco, Lyncos and FootBalance fill-out the store’s insole lineup. Its top-selling line is Powerstep, followed closely by custom-made FootBalance orthotics. Added Sheridan, “Having the ability to make a true custom athletic insole with FootBalance for under $100 also puts us in a very elite level of service.” Both Powerstep and FootBalance also come with an unconditional satisfaction guarantee. “Probably the best endorsement of our sales with replacement insoles is that a high percentage of our customers continue to return to buy additional pairs on future visits,” said Sheridan. “That tells me that we are offering a product that works, makes us money, and keeps the customers coming back.” Alpine Haus I Wethersfield, CT Alpine Haus’ footbed business has continually grown with the aid of a more educated consumer and overall strides in boot fitting success. “Challenges are limited,” said Eric Barber, GM and lead bootfitter. “Customers have so much information accessible nowadays via word of mouth testimonies, websites, blogs, and publications that more and more people ask for footbeds now versus even 10 years ago when you would be in mid-conversation about the benefits and look down the boot bench and have heads turned listening in.” The store uses Masterfit’s products, including EZ Fit, Zapz, and Instaprint custom footbeds as well as Sidas. It attracts customers from New York and Boston with its bootfitting reputation. Fitters at the store analyze the forefoot, heel, instep, arch flexibility, as well as other key factors to gauge the specific needs of each individual customer for not only comfort but performance. The store has over 40 boot models on its shoe wall, but the fit evaluation typically narrows that selection down to no more than three models. Fit, customization, and customer needs dictate which footbed is the best choice for the customer. “Sell-through is a non-issue because we don't view a footbed as an add-on or option,” added Barber. “A footbed is the foundation to a proper boot fit and essential to ensure that the customer is starting out with the best comfort, balance, and performance they can expect from a boot,” said Barber. “Footbeds and a proper boot fit make you ski better, period.” Fleet Feet Sports I Vacaville, Ca When Fleet Feet Sports in Vacaville, CA opened 10 years ago it carried three insole brands. With 95 percent of its sales coming from Superfeet, it has since decided to carry only one vendor. Said Owner Carol Gilpin, "Having less choices makes it easier for my staff members to make recommendations, and I feel also that it is less confusing to the customer. As long as the staff knows the difference between the insoles, Superfeet can fit a large majority of feet." Like others, insoles have become a standard part of the fitting process in Gilpin’s store. "Over half of my customers have overly
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flexible arches and excessive arch elongation, so they truly will benefit from the rigid insole. If a person has a rigid foot and doesn't need the extra movement management protection that the insole provides, we let them choose whether the footwear feels better with or without the added support,” she added. In explaining their benefits, Gilpin said it's important to stress that the shoe provides the cushioning while the insole manages the motion of the foot in the shoe. "It’s like a mattress and box springs - they work best when bought together and used in combination," she said. And as long as the sales person knows the Fleet Feet "FIT" process, Gilpin said they should be able to explain insoles to the customer without visual cues. "We will discuss the role insoles play with every customer," added Gilpin. "My feeling is every customer deserves to get the same information as the last one, and it is their decision whether they want the insole or not."
Carol Gilpin, Owner, Fleet Feet Sports Vacaville, CA
Arches I Temple, TX Arches is owned and staffed by a certified pedorthist and has a reputation for helping people with foot pain. "Most times the customer will come to us because of an issue," said Lynn Reichl, manager. "Plantar fasciitis, heel pain, tired feet, shin splints, etc. They bring it up (people love to talk about their feet!), and we take a look at the feet. From there we most often rely on the Sole product." Sole is often the OTC insert choice because they come in a variety of thickness levels, fit into many shoes styles, and work well when heat-molded in reshaping if the customer needs it. The store also sells Powerstep and Pro Lab, a more clinical option used only for children on doctor's recommendation. When selling a running shoe, Arches will first ask the customer if they have any issues with their feet, shins, or knees. "We look to the shoe to provide cushion and some support, but running shoe inlays, even in the very best of shoes, do not truly support the arch, so unless the person is pain free, we recommend an insert," said Reichl. Like others, Arches staff takes the running shoe insert out and lays it alongside the insert to demonstrate the difference. A complimentary follow-up is also offered to see if heat-molding will further improve the anatomical alignment, although Reichl estimates 90 to 95 percent of the initial fittings don't need further adjustment. Also supporting sales in the category are incentive contests with staff and Sole's 90-day money-back guarantee. "As a small store that's a relief," said Reichl. "Returns are so rare with the Sole brand that it's a non-issue, but on the chance someone comes back and says the insert didn't help, I can smile and say "we can refund your money."
Sorbothane Ultra Sole Performance Replacement Insole | $30 Absorbs shock, returns energy, and provides-long lasting comfort. The Ultra Sole combines a molded air-infused foam base with a pure Sorbothane heel inlay for shock absorption and impact protection. Strategically placed Sorbothane Gel forefoot pad adds cushioning and energy return.
Photo courtesy Mt. Bachelor Ski Resort
Gravity Sports Mt. Bachelor Ski Resort Bend, OR Mark Elling, a day-to-day bootfitter at Gravity Sports at Mt. Bachelor Ski Resort in Bend, OR and also owner of a small specialty bootfitting lab in Bend, OR said one hurdle to selling insoles is that most sales associates have never used or have had a less-than-positive experience with them. Elling, who works closely with Masterfit and heads up their curriculum program, lets customers know that every member of his staff uses custom footbeds in their boots and shoes. Observations are also offered around what’s worked for past customers with similar foot issues. But selling starts with a basic customer assessment of foot flexibility, ankle joint range of motion, and a few other elements. An open conversation and unbiased education helps establish trust with the salesperson. “Just noting whether the arch collapses and foot elongates, (usually a more flexible foot type), or changes very little in arch height or length, (usually more stable/rigid foot type), and saying so to the customer, will change the sales paradigm to more of a
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solution-based discussion,” said Elling. For example, he said the staff might say, “You know, most folks with a flexible, collapsible arch like yours like the upgrade to a slightly more supportive insole than the thin piece of foam that comes in that shoe.” Elling added, “People are so shocked to have a Mark Elling salesperson simply measure their foot and do a quick assessment that they’ll usually buy what you sell them so long as it’s offered in a legitimate effort to help them be a more comfortable, balanced, and successful athlete.” The benefits of insoles can then be explained. These include better shape match with the bottom of the foot to lighten peakpressure and reduce fatigue, more stability and support for the more mobile foot type, more cushioning for the more stable/ rigid foot type, or a more direct connection/transmission of movement to the sports implement, whether skis, snowboard, skates, or Nordic skis that the insole is supporting. Customers are also told the custom footbed will always be better than the pre-fab orthotic, regardless of their foot type, and that they can last several years. An upgrade from a pre-fab to a custom option is also offered down the road. Said Elling, “I always give them a reason to come back and seek a slightly better fit or additional performance advantage.” ■
10-Seconds Arch 1000 | $35 Features an anatomically shaped arch and deep heel cup; Poron Cellular Urethane shock absorption that doesn't harden like PVC foam, breakdown like Latex, or reduce to a permanent compressed state like EVA foam, anti-blister and Biostatic antimicrobial top cover.
PowerStep Pinnacle Pink | $38 Provides foot control, flexibility, and cushioning with an encapsulated firm but flexible support shell, built-in arch support, and heel cradle for motion control. Plush cushioning with VCT Technology provides targeted and controlled cushioning with a soft, supportive feel. Also features a heat and friction reducing, anti-microbial top fabric.
Masterfit QuikBed | $43 (blanks); $130-$195 (complete) The QuikBeds system lets retailers create custom insoles in less than 15 minutes with minimal staff training. Capital investment in tooling is under $1500. Models for gait sports (hiking, running, etc.), skiing/snowboarding and cycling are available.
Icebug Archflex Slim | $45 Designed by the leading Scandinavian orthopedics lab, the Premier offers 5mm of cushioning combined with a 360-degree support system. Poliyou foam layer offers extra comfort and shock absorption. The Slim features 2mm of cushioning and is designed for footwear where volume is an issue.
New Balance (from Hickory Brands) NB Supportive Cushioning Insole | $45 Features Absorb Inserts for maximum shock absorption and cushioning at the heel and forefoot; contoured shape of the metatarsal arch rise helps prevent and provide relief from plantar fasciitis, Morton’s neuroma and metatarsalgia; anti-blister and anti-microbial top cover keeps insoles odor free.
Sole Ultra | $45 Features a 3.2mm layer of Softec cushioning added to the moldable EVA base layer and moisture-wicking top sheet. Ideal for loose-fitting footwear or specialized activities where maximum cushioning is preferred.
Sof Sole FIT Insole | $40 Redesigned for comfort and stability and featuring shock-absorbing EVA foam density for each arch type (low, neutral, high); more stabilizing heel and arch plates; and a softer more comfortable top cover. FIT helps to promote the natural biomechanics of an individual’s unique stride to improve footwear fit, performance and comfort.
Sidas 3Feet Active Series | $50 Features a shell to support low, medium and high arches, an under heel gel pad for cushioning, forefoot perforations for breathability, and constructed for dynamic action to aid forefoot propulsion. A winter version integrates an aluminum film on the forefoot for an added layer of insulation.
Footbalance Dynamic Blue | $80 Offers robust shock absorption with moderate support with each insole individually custom molded in under 10 minutes.
Spenco Total Support Insoles | $40 Come in Thin, Original and Max and feature the 3-POD Modulation System positioned with varying degrees of hardness beneath key areas of the foot. Total Support Insoles change the ground forces reaching the foot during activity tuning the ride for performance and helping to reduce over-pronation.
Currexsole RunPro | $50 Features a deep heel cup, triple layers for optimum moisture wicking, 3D DAT mid-sole bridge supports, guides, and reduces excess movement. Poron supports initial foot contact.
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1/6/15 3:22 PM
Rain Boots Push the Color Envelope An expanded play on colors, prints, and other frills promises to boost the rain boot category in 2015. By Thomas J. Ryan
H
elped by a host of splashes of color, rubber boots have seen a surge in popularity, primarily as a fashion item, in recent years. Loris Spadaccini, general manager of Tretorn North America, believes rubber boots have become a staple in everyone's wardrobe. “For that matter one of our most successful boots is a lace up style that resembles a chukka boot,” said Spadaccini. “We believe consumers will be looking more closely into quality and style. Colors will also be very important. For example we are getting a lot of interest in our rubber boots that fit this year's Pantone Color of the Year - Marsala.” Spadaccini said that as a brand, Tretorn is interested in making products that will help its consumers "enjoy every day outside (in style)." With that in mind, the upcoming season will see Tretorn introduce a new collection of rubber boots specifically designed for city use. Highlights include the Eva Lag, $90; and Emma, $100. “Ankle heights are predominant in our collection this season because a full-shafted boot isn't exactly necessary in cities and ankle height offers an ease of use,” said Spadaccini. “We are also experimenting with different heel heights. This season introduces a one-inch wedge. Lastly, we are expanding most of our boots to have a winter lining as it's something that our consumers seem to enjoy.”
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Annie St-Denis, Kamik’s product manager, described the Canadian brand’s women’s fans as “an urban woman looking for fashion which is functional and has a lasting value; she’s looking to get true bang for the buck out of her purchase.” But Kamik over recent years has cemented its reputation for brightly colored rain boots, most importantly its magnificent-clear injected prints. Tretorn Eva Lag “Consistent trend and runway research inspires our print collection seasonally,” said St-Denis. “An Autumn/Winter 2015 important trend to highlight is the ‘Colorful Overlapping, Oversized Houndstooth,’ giving the effect of one oversized houndstooth print superimposed over another houndstooth print – simulating a papiermâché effect. We’ve utilized this trendy print in our Dynamic Rain Boot for women, which will be available in three different colors this upcoming fall.” The Dynamic, $65, also features a removable Tretorn Emma comfort insole and decorative side buckle. Another important print for Fall 2015 is ‘Marbling,’ bringing kitchen counter marble effects to a stone-washed look printed on garments and now also available in footwear and accessories. “Marbling is a fresh and important print this season at Kamik,” added St-Denis. “We’ve joined in a partnership with Polartec utilizing one of their fabrics, which not only acts as an insulator (extremely important in those not so warm fall and winter months) but is also visually pleasing (which every woman can enjoy) called Thermal Sorel Slimboot Pro. We selected a print which had an on-trend marbling effect in a beautiful array of colors. We've proudly named this pattern the Marble rain boot.” The Marble, $80, also features a removable comfort insole. Offering the ultimate in protection and style, the Slimboot, $180, is from Sorel’s most innovative fall collection to date. The upper is waterproof full-grain leather with a webbed strap in back and a textile knit lining. The footbed is molded EVA with arch support and a textile knit Sorel Medina III top cover. The outsole is handcrafted vulcanized rubber with a herringbone design and a leather wrapped heel. The Medina III, $225, is back again this year with a utility sport-inspired twist. The upper is waterproof vulcanized rubber with a neoprene bootie. The footbed is molded EVA with arch support and a pigskin leather top cover. The outsole is handcrafted rubber with herringbone design. Erin Sander, global product director at Sorel, said Sorel remains best known for its cold-weather performance product but continues to evolve by adding new styles and collections as a response to the demand for more all-weather/every season styles from both its retail partners and consumers.
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“Our extended fall line features styles that speak to trends we see in the market, including a variety of materials, boot heights, and hardware details,” said Sander. “Our fall styles are lightweight, lightly or non-insulated, and have a sleek outsole to move effortlessly from daytime to evening to weekend in every season.” For fall 2015, Muck Boots will introduce the sleekly styled Arctic Excursion Lace, $160, in what’s expected to be another strong year for tall, full rubber boots as well as ankle slip-on’s. The men’s boot features full rubber coverage, a fleece lining and rugged outsole. The 5mm of neoprene insulation provides comfort, 100 percent waterproof protection and a temperature rating of -40 degrees. With consumers also looking for customization, the Arctic Excursion Lace features nonfunctional laces that will come in two color choices.” Arctic Sport II, $160, is a rugged outdoor boot for women, featuring a sleek, stylish silhouette. “Above all else, the consumer is looking for a boot that is lightweight, comfortable, and can be worn throughout the day,” said Sean O'Brien, director of footwear for Muck Boots. “Muck’s signature neoprene material makes it one of the lightest and most comfortable boots on the market.” XTRATUF, a sister-brand of Muck Boots, is known as “the sneaker of Alaska" with its original "Legacy" boot developed in the 1960's for fishermen on the West Coast of the U.S. and still worn for commercial and recreational fishing, outdoor activities, and as a fashion and trend statement in Alaska. The new XTRATUF Performance Deck Boot, $100, takes the iconic slip resistant technology and neoprene foam bootie found in the Legacy boot and offers IT in a lighter weight package for more of a recreational sport fishing use. The Kettering, $80, for women is a new program from Bogs with a plan to expand into kids in the future. The handle is actually in the back of the boot as opposed to two on the sides like the traditional Bogs boot. The construction also uses less rubber to reduce the weight of the boot as well as help bring down the cost. Other features include Max-Wick lining to absorb and evaporate moisture, Rebound technology in the outsole
Muck Boots Arctic Excursion Lace
Muck Boots Arctic Sport II
Muck Boots XTRATUF Performance Deck Boot
Bogs Kettering
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Baffin Marsh Series (top) and Meltwater (left)
With an all-premium rubber base, it features 7mm of neoprene insulation. A tall-boot, pull-on version is the Meltwater, $110, with heel pulltab for an easier on and off. Sperry Top-Sider has been in the rubber rain boot business for decades as they, like all of its products, were born from the necessity of keeping feet dry and warm while at sea. “We work to keep our rain boots on-trend regarding color and detailing every season, all while retaining their functional integrity as a waterproof boot with
for lasting comfort, and a molded EVA insole with DuraFresh and Bogs Max-Wick. Bogs Bend For men, Bogs is introducing the Bend, low, $150, or tall, $155, crafted with waterproof nubuck leather and breathable mesh as well as 2mm EverDry and Bogs Max-Wick lining to keep feet dry. It also features a technical lug outside built with BioGrip anti-slip, DuraFresh biotechnology to combat odor, Rebound technology in the outsole, and an electrical-shock resistant sole and heel. For women, Baffin’s colorful Packables Series, $70, are Baffin designed specifically to roll up, pop up, and still retain Packables Series their original shape. It includes a removable insole as well as a small waterproof storage bag. The multi-sex Marsh Series, $70, represents a tri-season approach to footwear for muddy, wet or slushy weather.
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Sperry TopSider Walker Haze (top), Walker Fog (right) and Walker Mist (bottom)
our wave-siped outsole for superior traction on wet and slippery boat decks,” said David Mesicek, director of marketing. Highlights from Sperry include the Walker Haze, $110, a tall waterproof boot with leather strap and buckle, and nonmarking rubber outsole with wave-siping for wet/dry traction. The Walker Fog, $100, is a moto-inspired waterproof boot with leather straps and non-marking rubber outsole with wavesiping. The Walker Mist is a stylish mid-height option. “People have realized that you do not need to sacrifice comfort in order to look good,” said Mesicek. “In fact, we have seen a major shift in the practicality consumers apply toward their product purchase behavior. Our mothers should be proud!” ■
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STAYING YOUNG 50 2015 WINTER SHOW ISSUE
The 2014 Outdoor Brand Strength Report provides a snapshot of how leading outdoor brands are faring with 18-to-25-year-olds. The picture is not pretty, but a handful of brands seem to be gaining mindshare with the next generation. By Charlie Lunan
Photos courtesy The North Face
D
ata collected for the most recent Outdoor Brand Strength Report sheds new light on which outdoor brands are having success in the 18-to-25-year-old age group that will play a vital role in sustaining the industry as Baby Boomers age out of the market by 2026. The data come from responses to surveys The SportsOneSource Group's consumer research team fielded last summer for the biennial report, which enables brands to see how they are perceived by consumers across a variety of criteria. Responses, which are broken out for the 18-to-25, 26-to-34 and 35-to-54-year-old age groups, show a handful of brands are making headway connecting with the youngest group. To wit:
Sasha DiGiulian, Adidas Outdoor sponsored athlete. Photo courtesy Adidas Outdoor
The North Face The brand was the best known and most purchased among 18-to-25-year-old respondents, who were more
likely to have purchased The North Face in the last few years than any other age group. The North Face also saw the lowest drop in overall brand awareness among the age group of any of the industry's 19 best-known brands. Adidas Outdoor After just seven seasons in the U.S. market, the brand was the second best known and eigth most purchased among 18-to-25-year-old respondents. CamelBak The maker of water bottles and hydration packs was the 11th best known and fourth most purchased among the youngest cohort. Of the 20 brands with the highest brand awareness across all age groups, CamelBak was the only brand better known among 18-to-25-yearolds than to respondents as a whole. The youngest respondents were also twice as likely to have purchased CamelBak than respondents as a whole.
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Data collected for the most recent Outdoor Brand Strength Report shows that: »»
»»
»»
Among the 10 best known brands overall, half saw awareness of their brand drop 10 points or more among the 18-to-25-year-old age group compared with the overall sample. For instance, while L.L.Bean had the second highest overall brand recognition, awareness dropped nearly 20 points among the youngest age group. The other nine brands listed by the magnitude of that drop were Eddie Bauer, Coleman, Timberland, Swiss Army, REI, Dickies, Columbia, Adidas Outdoor, and The North Face. In the 18-to-25 cohorts, only half of the 10 best-known outdoor brands were known by more than 50 percent of respondents in that age group. In order of highest to least awareness, they were The North Face, Adidas Outdoor, Columbia, Timberland, L.L.Bean, and Dickies. Only 22 of the 117 brands covered by the survey were better known by 18-to-25year-olds than respondents as a whole. Dakine, for instance, enjoyed the highest differential in this regard, recognized by 17 percent of 18-to-25-year-olds compared with 10 percent of all respondents. The next four down that list include CamelBak, BIC Sport, Chaco and Mountain Hardwear.
Greg Thomsen, Managing Director, Agron, Inc.
There’s a dilemma facing "leading outdoor brands" as they approach middle-age, according to Greg Thomsen, managing director for Agron, Inc., which reintroduced Adidas Outdoor to the U.S. in Fall 2011.
"They all know they have an aging customer, but that is the customer who has the most spending ability," Thomsen explained. "If they lose that customer, it can cost them 40 to 50 percent of their business, so it's difficult for them to change their image too much. It's really difficult to follow customers from cradle-to-grave if you are also reinventing yourself every year, which is more along the lines of what the athletic brands do." Adidas Outdoor was able to start from scratch in the U.S. and like many young consumer brands; it adopted a long-term strategy of winning over young consumers. In the U.S., the brand opted to focus on rock gyms, figuring they provided a great channel for reaching American teens and 20-somethings where they lived - in the suburbs and on college campuses. Agron partnered with gyms to outfit their staff, promote events and competitions, and sponsor promising young athletes including Sasha DiGiulian, 21, who has gone on to become one of the world's top-ranked and most influential female climbers. It also worked through Adidas ties to major NCAA athletic programs to connect with college outdoor clubs. Rock gyms are a small niche of the outdoor market to be sure, but in less than four years Adidas Outdoor is one of the Top 10 outdoor brands among 18-to-25-year-olds. The brand has relationships with about 100 rock gyms and many are reporting as many as a quarter of their members are climbing outdoors, up from less than 10 percent five years ago, Thomsen said. "The work with the gyms has paid off and I think it’s bringing a lot more young people into the outdoors," said Thomsen. CamelBak’s Chief Marketing Officer Chris Strain attributes the brand’s apparent success to its Ditch Disposable campaign - which has reached 1.4 million young consumers by setting up "CamelBak Filling Stations" at music festivals and other outdoor events over the last two years. The campaign essentially enables CamelBak to reach a broader spectrum of consumers who may not participate in mountain biking or other outdoor sports but still enjoy the outdoors.
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Sasha DiGiulian. Photo courtesy Adidas Outdoor
At left and bottom: CamelBak has engaged the 18-to-25-year-old crowd by setting up CamelBak Filling Stations like this one at the Firefly Music Festival in Dover, DE in June, 2014. CamelBak said the filling stations helped offset the use of two million disposable plastic water bottles last year as part of its "Ditch Disposable" campaign.
“These attendees helped off-set the equivalent of over two million disposable bottles of water which is a huge win for everyone on this planet, said Strain. “We also have a very focused message online through social media. We engage in very real, two-way conversations with our fans and respect what they ask us or tell us. We make sure that we have a lot of content that is relevant to that demographic.” Of course, the young's willingness to try new brands cuts both ways. For Adidas Outdoor, only 52 percent of 18-to-25-year-olds said they "Definitely Would" buy the brand again, compared with 64 percent of all respondents. Top performers for brand loyalty in the 18-to-25 cohort were CamelBak, 61/66 (18-to-25 versus overall); Coleman, 84/72; The North Face, 81/72; and Patagonia 84/73. Greater brand elasticity may be due to lesser price elasticity; in other words, Millennials really do have less discretionary income for $600 jackets. The 18-to-25-year-old group was slightly more inclined to name "Low Price" as an important criteria when evaluating outdoor footwear and least inclined than other age groups to rate "Quality" as important for those categories. They were four times more inclined to name "Low Price" as a reason for buying Adidas Outdoor footwear, for example, than the entire sample. Scott McGuire, who provides strategy and product innovation advice to outdoor brands through the California-based consulting firm Mountain Lab, figures the industry's leading brands have about 12 years to prepare for what will be a steep and sudden drop in sales to Baby Boomers.
"At the pace this industry has moved, 12 years is a break neck pace to get this figured out," McGuire wrote in a recent blog post. "Either that or we’ll watch an entire new school of brands, retailers and consumers, go play in their own sandbox and take with them those buying dollars we hope fills our coffers when the Boomers are gone." For some of largest brands, that may not be enough time. "The only way you can do this is to be committed for a long period of time," said Thomsen of Adidas Outdoor. "It's a 20-year process of building relationships, getting credibility, and being authentic and walking the walk, knowing the sport, knowing who the right influencers are." ■
Note: All Brand Strength Report respondents must have purchased outdoor related footwear, or apparel in the past year, or outdoor related equipment in the past five years. Approximately 2,500 responses were surveyed providing detailed information on awareness levels, recent purchases, and intent to purchase 117 Outdoor brands. The report excludes cycling, ski, snow, surf, hunting and fishing brands, some of which will be covered in future reports. To order the Outdoor Brand Strength Report or to customize your personal report, contact Bethany Cooner, Director, Market Research, The SportsOneSource Group, 303.997.7302 or email SOSResearch@SportsOneSource.com.
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TRADE ASSOCIATIONS | BUYING GROUPS
INDUSTRY CALENDAR
Athletic Dealers of America 1395 Highland Avenue Melbourne, FL 32935 t 321.254.0091 f 321.242.7419 athleticdealersofamerica.com National Shooting Sports Foundation Flintlock Ridge Office Center 11 Mile Hill Road Newtown, CT 06470 t 203.426.1320 f 203.426.1087 nssf.org National Sporting Goods Association 1601 Feehanville Drive I 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 I Suite 300 Boulder, CO 80301 t 303.444.3353 f 303.444.3284 outdoorindustry.org Sports & Fitness Industry Association 8505 Fenton Street I Suite 211 Silver Spring, MD 20910 t 301.495.6321 f 301.495.6322 sfia.org
January
February
6-9
SFIA Sports Tech Conference & Marketplace Las Vegas, NV
8-10
ATA Trade Show Indianapolis, IN
2-3
8-10
Surf Expo Orlando, FL
13-17
NBS Winter Market Fort Worth, TX
14-16
Sports Licensing & Tailgate Show Las Vegas, NV
16-18
SIA On-Snow Demo Ski-Ride Fest & Nordic Demo Copper Mountain Resort, CO
3-5 FFANY New York, NY 5-8
ISPO Munich, Germany
8-12
Worldwide Spring Show Reno, NV
18-21
Sports Inc. Outdoor Show Phoenix, AZ
Imprinted Sportswear Show Long Beach, CA
18-23
NBS Spring Semi-Annual Market Fort Worth, TX
20-23
SHOT Show Las Vegas, NV
March
20
All Mountain Demo Day Solitude, UT
3-4
SFIA National Health Through Fitness Day Washington, D.C.
21-24
Outdoor Retailer Winter Market Salt Lake City, UT
13-15
Imprinted Sportswear Show Atlantic City, NJ
29-Feb 1 SIA Snow Show Denver, CO
May 3-6
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NSGA Management conference and Team Dealer Summit Austin, TX
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 I 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 I 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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I AM... SGB
Jay Getzel President, Mountainsmith
Jay Getzel and Poncho
What's the best thing about working in the Sporting Goods Industry? What keeps you coming in every day? It’s hard to avoid the multitude of clichés that are commonly used to describe the industry in which we all find our calling but it’s the people, the gear, the shared passion for pursuing adventure in the mountains and wild places where we all spend our time outside of work. It’s very easy to power up the laptop each day knowing that the ultimate goal of our internal team, our external sales force and our retail partners is to get more and more people turned onto outdoor adventure as a way of life and a passion that will help them lead a healthier more fulfilled life. How did you get your start? I traveled the country and world for several years following my time at the University of New Hampshire and pursued a teaching career along the way. I spent time in Boston, Spain and Seattle teaching ESL and packing in as many adventures as possible. In the fall of 1999, an old college friend offered an opportunity to move to Boulder in time for ski season. I jumped at the chance at what was supposed to be a season of ski bumming and playing in the mountains before I would move back east and find a “real job.” After one season at EMS and the opportunity to 56 2015 WINTER SHOW ISSUE
move into the managerial side of the retail business, I was hooked; 15 years later, I’m very fortunate to be at the helm of the iconic Mountainsmith brand. Who influenced you over the years, who do you look up to, and where are you drawing inspiration? It was the interactions with the sales reps that frequented our store for clinics and events that allowed me to see that there was a career path to follow in the outdoor industry. People like the late Stevie Sidener could really inspire a room full of 20 something ski and climbing bums to get jazzed about selling gear and helping folks have a better experience in the mountains. From there, people like Kenny Ballard (President of Kelty during my tenure) and Gary Smith (VP of Timberland during the time spent there and with Smartwool) added a degree of insight and professionalism that impacts my work to this day. One of the greatest aspects of this industry is the willingness of our peers to share their time and experiences to help us all do a better job. There is a world of experience out there and engaging with these trusted peers that often yields solutions born of the collective experience of those involved.
Jay Getzel is the president of Golden, CO-based Mountainsmith, long-time maker of outdoor packs, bags, and accessories, as well as tents and poles. The company’s iconic lumbar pack launched an unmistakable outdoor brand back in 1979. Getzel worked in outdoor retail for almost 15 years, starting at the Eastern Mountain Sports in Boulder, CO in March of 2000. In the years between EMS and Mountainsmith, Getzel spent time with Kelty, Timberland, Smartwool, and CAMP USA in a variety of sales and marketing roles. He’s been with Mountainsmith since 2008 and became president about three years ago after stints as national sales manager and director of sales and marketing.
What is your advice to someone coming up in the outdoor industry? Be passionate, be honest and know that the ultimate goal of our industry is to get people off the couch and enjoying the sun, the snow, the mountains, the rock, the rivers. OIA has been working diligently to communicate their goal of casting a wider net and expanding our industry’s definition of “outdoor.” While technical rock climbs, backcountry ski descents and record breaking thru hikes are all the aspirational ammunition of our industry’s marketing endeavors, we need to understand that a round of disc golf with some buddies and your Mountainsmith Sixer cooler also drives outdoor participation and ultimately the growth of our industry. We need to design and market product that can work for wider swath of the population and not have 50+ degree ski descents, 5.12 trad routes and class V rapids as the perceived point of entry. By doing so, we invite a larger and more diverse demographic of consumer to join us outside. Anything you are excited about for 2015 you want to share? As with any manufacturing industry, product development is always way out in front of the consumer season. It’s both exciting and challenging to be helping our retailers sell through their current season’s goods, attending our trade shows to prebook the coming season and all the while having our product team crank out prototypes for goods our customers won’t see for several seasons. Mountainsmith is very excited about forging ahead with our new tent and sleeping bag line that hits stores for Spring 2015 but we’re also working diligently on a big launch at the Summer 2015 Outdoor Retailer show for spring 2016. We have a lot of irons in the fire and we’re motivated to continue our growth in both market share and consumer consciousness in 2015 and beyond. ■
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